A Management Plan for Marketing Activities

The paper gives a review of the development and management of marketing activities. The paper develops its analysis with reference to Houzit company. Houzit company is a home-ware based company located in Brisbane. The company has 15 stores and has developed strategies to help boost its market share from 11% to 12%. The development is expected to yield an increase in business sales by 8%. The strategies are also aimed at realizing 15% new sales generation following customer acquisition cost.

Running Head: Marketing and Communication 1
A Management Plan for Marketing Activities
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Table of Contents
Introduction................................................................................................................................3
Marketing activities....................................................................................................................3
Organization integration on marketing activities.......................................................................4
Monitoring of product, distribution, pricing and marketing communication policies...............4
Key performance indicators.......................................................................................................6
Delegation..................................................................................................................................7
Communication..........................................................................................................................7
Conclusion..................................................................................................................................8
References................................................................................................................................10

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A Management Plan for Marketing Activities
Introduction
In the current world economy, stiff competition has revamped from the continued
investment in the various business fields. As a result, companies should develop strategies to
ensure high levels of competitiveness compared to similar investments made in the field. The
strategies should also be developed to ensure the survival of a business. In the strategy
development process, companies should consider the changes taking place in the business
market and also the goals of an organization. Since most firms are profit-oriented, they
should consider increasing the company’s market share. In return, the company will realize
increased sales and increased profits in the long run. The paper gives a review of the
development and management of marketing activities. The paper develops its analysis with
reference to Houzit company. Houzit company is a home-ware based company located in
Brisbane. The company has 15 stores and has developed strategies to help boost its market
share from 11% to 12%. The development is expected to yield an increase in business sales
by 8%. The strategies are also aimed at realizing 15% new sales generation following
customer acquisition cost.
Marketing activities
Companies do adopt several strategies that help in increasing their market share.
Among the strategies that applied to meet the goal include market promotions. Market
proportion includes the activities that a company undertakes to develop awareness of its
activities among the public. The activities include advertisements, sales promotions and
campaign at customer bases. In the development awareness, the business sets aside finances
to help perform the various set strategies (Wainana & Woloko, 2015). Companies also attract
customers through branding and packaging of their products. Also, a business can change
their markets in relation to the market trend, thereby, enhancing more sales. Lastly,

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businesses can use their distribution channels to attain customers, that is, through direct
selling and indirect channels. Houzit company has also developed strategies to increase its
market share and increase its sales. Among the strategies that the company has adopted
include advertisements, promotions and pricing strategies.
Organization integration on marketing activities
The organization should also develop various ways of ensuring effective
implementation of marketing strategies in order to help in achieving the organizational goals.
Among the implementation strategies that the company can develop include; development of
a financial statement accompanying the accomplishment of the set strategies and the
development of an effective communication plan that will ensure teamwork in the strategic
implementation (Westwood, 2013). In addition, the company should develop a well-defined
structure that will illustrate the role of the various business stakeholders in the
implementation plan. The company should also consider hiring a line manager who will be
responsible for enforcing the formulated strategies.
Monitoring of product, distribution, pricing and marketing communication policies
The company should develop ways of monitoring product distribution, pricing, and
marketing communication to ensure that they are in line with the business goals. The
monitoring can be done through the company’s performance in the market. Also, the
company can base its evaluation on the set targets following the execution of the marketing
programs. In the case of Houzit, sales progress and market share measure can act as key
evaluation elements. Furthermore, the organization can consider the use of more tactics in the
evaluation process which include the use of ad tracking to measure the effectiveness of its
digital marketing strategy, that is, web advertisement (Flores, 2013). The company can
monitor its sales based on the competitiveness in the market and the economic factors (Dutta,

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2011). The price can also be set strategically in relation to the cost of production based on
material sources. In the case of Houzit, the company has the advantage of accessing cheap
raw materials through imports compared to local industries following the rise of the
Australian dollar. The company distribution can be monitored through the company store.
Since Houzit company has a fixed location, the company will have to be accessed from its
various stores. As a result, there is ease in accessing the company products. In the evaluation
process, companies can develop revenue statistics based on their sales increase as follows:
Distribution and pricing
The company should adopt effective models for their product distribution and pricing.
The applicable distribution models include the supplier model (Dent, 2011). Business should
illustrate the need to be met by the supplier, that is, high quality products and service
delivery. The company services and products quality depend on the raw materials used to
produce the product and services. As a result, companies should let suppliers understand their
needs and responsibilities. On the other hand, a company should develop its prices based on a
clear understanding of risks, constraints and the achievable aims of the business (Schwerdt &

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Wendland, 2014). The knowledge in the three fields will help the business in developing
effective prices that will ensure its competitiveness in the market field.
The business field is prone to market fluctuation. As a result, businesses should
develop adjustments in order to respond to the fluctuations. The adjustments help the
business to cope with the challenges posed by various factors (Zaeh, 2014). Also, the
decision made to cope with the challenges include the adoption of business development
strategies that are aimed at securing a bigger market share for the business and business
development at large. The adjustment helps the business to adapt to the new environment
brought about by the fluctuation. In the case of Hauzit company, there is a need to develop an
online order and pay service to help it adjust to the development in business technology as
recommended by Lambert consulting. In addition, the change in the Australian dollar
standing calls for an adjustment to avoid losses due to high costs of production.
Key performance indicators
In management, the evaluation of the performance of various strategies is a key role
in determining the position of the business. Companies develop key performance indicators
through which they measure their performance. Among the key indicators include the
reproduction indicators which are measured continually. Another indicator is ventured in the
characteristic of a business. The indicators may also include evaluation of the number of
customers attendance within a given period and examination of customer satisfaction from
the services offered. Also, companies develop indicators that are subject to measurement
(Mikusova, Jameckova, 2010). The indicators are intended to measure the average
development and growth of a company with respect to its goals. The Hauzit company gives a
good example of the measurement indicator through its key indicator of a 15% increase in
sales. Companies also conduct extensive research on the effectiveness of their strategies. The
information obtained is then presented in form of reports. The reports should be developed

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according to the requirements of the strategy developers (Marr, 2015). The same applies to
Hauzit company since the company evaluates its progress based on its key performance
indicators, that is, acquisition of 15% new sales and increased market share. The company
also conducts market research and develop market audit that helps in analyzing its
performance.
Delegation
The company has the responsibility of selecting the best people for its various
positions to ensure effective application of its strategies. The company is therefore required to
develop a criterion through which recruitment processes will take palace. In most cases, the
company selects a group from its staff to develop a recruitment plan. The model of using a
team for the recruitment exercise opts since the results are accurate as there are consultation
and research done during the process (Ghejan & Gal, 2017). The team develops a procedure
that entails the recruitment process as follows. The team advocates for the rigorous screening
of the applicants, develop an inbound advertisement for the vacancy with an intent to attract
the qualified personnel only and to verify the relevancy of the potential employees to the
goals of the company. After the team has drafted the process, it proceeds to discuss it with the
manager who determines its relevancy to acquiring competitive employees. The manager
gives recommendations on the structure for its implementation. The delegation team then
recommends for posting of the qualified applicant in various positions within the
organization.
Communication
Communication is a key factor in the attainment of a business goal. Communication
may be either upwards or downwards. Upward communication involves the junior staff
sending information to the managers. On the other hand, downward communication occurs

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when senior staff or managers send information to the junior staff. Communication may take
the form of meetings, briefings, emails, letters, memos, report or through word of mouth.
Communication serves several roles in the implementation process of a goal. Among the key
activities played by communication include; It affects the decision-making process by
providing information necessary for strategy development. In addition, it creates motivation
among the business stakeholder since it allows for expression which enhances satisfaction in
a business. Communication also serves as an agent to developing an understanding among the
employees concerning their responsibilities. As a result, some running of the business is
ensured (Iloafu, 2016). Following the significant role played by communication in an
organization, reflection should be made on enhancing its development both internal and
external. Among the ways through which communication internal or external communication
can be strengthened, the company should consider offering training on how to develop
effective communication both in and outside the organization. the company can teach the
employees on how to become good ambassadors in the external environment by citing the
benefits involved with the act. The company can also develop a communication plan for the
company that will promote the interaction within the company. The plan should entail the
communication nature of the communication and ways of enhancing external
communication. in addition, the plan should describe the role of various stakeholders in
ensuring effective communication within the organization.
Conclusion
Business organizations should consider developing strategies that will ensure their
growth in the competitive business world. The development should strategies should entail
the implementation process. The process should outline the roles of different stakeholders in
the strategy development. More so it should include a target that will serve as a measure of
the impact of the developed strategies. The goals will also act as a source of motivation for

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employees since they will be committed to meet their responsibilities. In addition, the
business should develop strategies that will be flexible to changes thus enhancing business
adaptability to new environments. The management should consider involving their
subordinates in the development process to help develop comprehensive strategies. The
company should develop communication strategies that will promote teamwork in the
implementation process ensuring development and effectiveness. Lastly, the company should
develop audits to study its progress. Also, studies should be conducted before the adoption of
pricing and distribution models.

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References
Dent, J. (2011). Distribution channels: Understanding and managing channels to market.
London: Kogan Page.
Dutta, B. (2011). Sales and distribution management. Place of publication not identified: I K
International Publish.
Flores, L. (2014). How to measure digital marketing: Metrics for assessing the impact and
designing success.
Ghejan, L. & Gal, H. (2017). A delegation of responsibilities and decision-making authority
in a low trust country. Bachelor thesis Malardalen University, pp. 1-41
Iloafu, K. (2016). Role of effective communication in strategy management of an
organization. international journal of humanities and social sciences, Vol. 6 Issue 12,
pp. 93-99
In Zaeh, M. F. (2014). Enabling Manufacturing Competitiveness and Economic
Sustainability: Proceedings of the 5th International Conference on Changeable,
Agile, Reconfigurable and Virtual Production (CARV 2013), Munich, Germany,
October 6th-9th, 2013.
Marr, B. (2015). Key performance indicators. United Kingdom: John Wiley and sons ltd.
Mikusova, M. & Janeckova, V. (2010). Developing and implementing successful key
performance indicators. World Academy of science, engineering and technology, Vol
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Olang, O. (2015). The role of communication in strategy implementation: The case of
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Schwerdt, W., & Wendland, M. . (2014). Pricing, Risk, and Performance Measurement in
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