Leadership and Governance | Houzit

Running head: LEADERSHIP AND GOVERNANCE
LEADERSHIP AND GOVERNANCE
Name of the Student
Name of the University
Author Note

LEADERSHIP AND GOVERNANCE1
Executive Summary
The organization which has been selected to be discussed in this paper is Houzit, which
can be regarded as a chain of homewares stores located in Brisbane. The business house is
specialised in bedroom fittings, bathroom fittings, decorative items and mirrors. The company
presently possess 15 stores which are located across the greater Brisbane region, ands in this
context it can be stated that all the stores are managed as well as coordinated from their head
office, which is situated in Milton. The purpose of this paper will be to write a report from the
viewpoint of the marketing manager and describe the marketing strategies and activities, where
clear description of the strategies that will reflect the organizational objectives. An overview of
the SWOT analysis of this organization will be done here, where the strengths, weaknesses,
opportunities and threats of Houzit will be described. Apart from this, the marketing objectives
of this business house, along with the marketing opportunity and the strategies that has been
outlined in the previous assignment will also be described in this paper. The reasoning for the
marketing mix decisions that has been made along with the strategies that has been selected will
also be provided in this paper referring to the SWOT, risk and gap analyses done in the previous
assignment. At last, an outline of the tactics which is devised for implementation in the previous
assignment will be provided, where reason for choosing these tactics along with an outline of the
process for reviewing performance will be provided in this paper.
SWOT Analysis
It has been already stated that the selected organization is Houzit, which can be regarded
as a chain of homewares stores located in Brisbane. The major strength of this organization is
their employees or staffs, who are efficient enough to serve the customers who visit their stores.

LEADERSHIP AND GOVERNANCE2
They all are highly skilled and possess enough knowledge about the homewares, which helps
them to solve the queries that are raised by the customers. The retail space possessed by this
company is attractive and spacious, which helps to attract the customers from the urban areas and
maintains the flow of the business operations. Loyalty among the customers towards the wide
array of products helps to obtain repeat customers, and this is an important part in the retail
sector, which is one of the most competitive business industry among all other sectors in the
global business world. Competitive advantage is also enjoyed by the management of this
business entity through the range, quality and accessibility of the products that are sold by them.
But, the marketing budget is a major weakness of this company, which restricts the brand
awareness due to absence of store critical store and mass cover. Ever increasing long-term
repayment plans also restricts the flow of the organization. There are also threats from the local
independent retailers who can lower the prices of their products, as they are operated by their
owners, whereas retail chains like Houzit are operated by other staffs. National retail chains are
also posing threats to this organization, as they are also moving to the area of Brisbane. The
disposable income of the customers are also reducing the money spent on homewares, but above
all there are opportunities also for this company to grow in the higher growth areas, as it can be
noted that a high percentage of their target market are still not aware about the offerings of
Houzit. The greater Brisbane area also creates an opportunity to increase the sales of the
homewares (Porter and Heppelmann 2014).
Marketing Objectives
The major marketing objective for the management of Houzit will be to increase the sales
to $20 million per year from $15 million per year, which need to be met within the coming 3
years. The list of loyal customers also need to be increased to 15,000 to 10,000. The brand