This goal to be more sustainable can also be part of

 This goal to be more sustainable can also be part of Houzit’s marketing
objective and as a point of differentiation compared to Houzit’s competitors.
b. outlines the current size, capabilities and resources of the organisation,
including any notable strengths and weaknesses
Some of the strengths that the company possesses include:
 Houzit currently has 15 stores, all in the greater Brisbane area. The company
has 15 to 20 full-time employees plus several casuals.
 Excellent staff who are highly skilled and knowledgeable about home wares

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 Excellent layout and environment in the stores - bright, functional and
efficient for a commercial urban district
 High customer loyalty among repeat customers
 A growing market in a high-growth area
 Increasing sales opportunities outside Brisbane
 Assortment of offerings that exceed competitors’ offerings in quality, range
and accessibility.
Some of Houzit’s weaknesses include:
 A limited marketing budget to develop brand awareness due to the lack of
critical mass and store cover
 The struggle to fund the growing long-term repayment plans taken out by
customers.
c. Identifies any gaps between the objectives, and the current capabilities and
resources.
Areas Current Objectives
1. Sales $15 million $20 million
2. Loyalty Costumers 10000 15000
3. Establish brand recognition
in Brisbane
1 in 10 persons recognize the
brand
1 in 3 persons recognize the
brand
4. Store numbers 15 100
Store presence Greater Brisbane area Nationwide
Reduce electricity High usage to run Focus on energy

Usage in stores Brightly lit stores & air
conditioning
Conservation
Opportunities
1. Identify two marketing opportunities that meet the objectives and evaluate the
risks and benefits of each opportunity.
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Another benefit of this self-financing business units and simplified management
structure means that franchised networks can be expanded more quickly than
company-run networks.