Executive summary Vision Houzit

Assessment Task 2
Executive summary
Vision
Houzit will be a national retail brand, catering to the needs of home makers with
a range of unique, high quality homewares made accessible to all through our
easy to manage payment plan.
Mission
By 2020, Houzit will have a significant retail presence in homewares in every
Australian capital city, starting with 15 stores in grater Brisbane area and growing
to 100 Australia wide.
The marketing plan has shown the strength and weakness of the company
current operations, with suggestions of improving the market shares and new
potential audience. All stakeholders need to be fully aware of the current
marketing plan and performed accordingly in order to achieve maximum benefits
upon the introduction of the new marketing plan.
SWOT analysis
Strengths:
Excellent staff who are highly skilled and knowledgeable about home wares.
Great retail space that is bright, functional and efficient for a commercial
urban district.
High customer loyalty among repeat customers.
Assortment of offerings that exceed competitors’ offerings in
quality, range and accessibility.
Weaknesses:
A limited marketing budget to develop brand awareness due to the lack of
critical mass and store cover.
The struggle to continually fund the growing long-term repayment plans
taken out by our customers.
Opportunities:
A growing market in a high growth area with a significant percentage of the
target market still not aware of Houzit’s offer.
Increasing sales opportunities outside of our target area – greater Brisbane.
Threats:
Competition from local independent retailers can drive down prices, as
owner operators have lover overhead costs than our staff-run stores.
Competition from national chains moving into the Brisbane market.

A slump in the economy reducing customer's disposable income spent on
home wares.
Marketing objectives
• Increase sales from $15 million per year to $20 million per year in the next
three years
• Expand numbers of retail stores in every Australian capital city
• Increase our loyalty customers list from 10, 000 to 15,000
• Establish brand recognition in Brisbane so that at least 1 in 3 people
recognise their brand in a random survey taken in 18 months time.
• Expand to over 100 stores by 2020
Strategies
• Joint venture
• Franchise
• Digital maketing
• Gain more brand recognition by using three channels to gain
• Loyalty program—-discounts, well fares and perks, exclusive to members
• Brand images——working hard to sponsor of events
• Increase product range, providing high quality home wares made accessible to
all through our easy to manage payment plan
In order to meet the organizational objectives, Houzit could focus on digital
marketing since it could help to connect with peopled around the world within a
short time. In addition, the company focuses on penetrative pricing strategies.
This could help to increase the market share by selling the products and service
comparatively at low price
The strategies selected to achieve marketing objective
Digital Marketing
An effective digital marketing strategy will help you take the right decisions to
make a company successful online. A strategy process model provides a
framework that gives a logical sequence to follow to ensure inclusion of all key
activities of strategy development and implementation. In addition, the company
focuses on penetrative pricing strategies. This could help to increase the market
share by selling the products and service comparatively at low price
Implementation