Developing a Marketing Plan

Developing a Marketing Plan
NAME OF STUDENT:
NAME OF COLLEGE:
AUTHORS NOTE:
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Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................3
Conclusion.......................................................................................................................................7
References........................................................................................................................................8
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Introduction
It is very important from the point of view of an organization to identify various marketing
opportunities based on the resource, capacity and capability of the organization and accordingly
utilize the marketing opportunity to the fullest extent in order to accomplish the strategic
objectives of the organization. It is very important from the point of view of an organization to
identify the various benefits and risks associated with the identified marketing opportunities in
order to ensure the effectiveness of the identified opportunity. The current report focuses on
identification of marketing opportunities for Houzit, an Australian company based on the risks
and benefits associated with it.
Discussion
Organizational Overview
Houzit is a homeware franchise in Brisbane which aspires to transform into a significant retail
company with presence in all the capital cities of Australia. It currently has 15 stores in the
Greater Brisbane area and plans to extend more 100 stores across Australia. The strategic
objectives of Houzit include increasing the revenue of the company by $5 million in the coming
3 years, increasing the number of loyal customers and the brand recognition of the company.
Houzit has 15 stores which are spread throughout Greater Brisbane and are being co-ordinated
and managed from their head offices located in Milton. The stores of the company are located in
commercial sub-urban neighbourhood or urban retail district. The stores of Houzit are bright and
functional in display and design and the average size of the stores of the company is 1000-1500
m2. Houzit has 15-20 full time employees at each of their sores in addition to various casual
staffs. The stores of the company offer various products to the customers such as bathroom
fittings, bedroom furnishing, mirrors and decorating items and lighting features. The company
offers long term re-payment plans to the customers in order to increase customer loyalty and
retention. Houzit has a limited marketing budget in place to increase the brand awareness of the
products of the company.
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