Marketing Plan for Houzit Homeware Store

This marketing plan outlines the opportunities and strategies for Houzit Homeware Store to expand its operations to other cities and towns in Australia. It includes the company's vision, mission, objectives, gaps, risks, benefits, and marketing tactics. The plan also covers costing, accounting, legal and ethical requirements, and coordination of activities.

Name of the Student
Name of the University
Author Note
Marketing Plan for Houzit
Homeware Store

Introduction
Houzit is a renowned chain of home-ware stores that
specializes in the manufacture and sale of household
goods such as decorative items for the bedrooms
and the bathrooms, mirrors and other types of
fittings, all of which are made available to customers
at affordable prices and on easy payment terms.
Houzit is currently based in Brisbane, with operations
being carried out from its head office in Milton.
This report prepares a marketing plan by analyzing
two significant opportunities that Houzit can take
advantage of, based on its present situation in the
Australian market, to expand to other prominent
cities and towns in the country as well.

Vision of the Company
Houzit aims at being a renowned national
retail brand by catering to the requirements
of home makers through the provision of
high quality and unique homewares that
will be made available to customers via
payment plans that are flexible and easy to
manage..

Mission of the Company
By the year of 2020, Houzit aims to hold a
very important retail presence in every city
and town of Australia, as far as home-ware
items are concerned, by first expanding to
as many as fifteen stores in Brisbane itself
and then opening another 100 stores all
over the country.

Organizational Objectives
The Houzit company aims at increasing the sales profit
from as much as $ 15 million in a year to approximately
$ 20 million in a year over the next three years
The store wishes to establish what may be termed as
brand recognition in the city of Brisbane, including
greater Brisbane, so that at least one person in every
three persons is able to identify and recognize the
brand rather easily during the random customer
surveys that will be undertaken at the end of eighteen
months.
The store aims at increasing the number of loyal
customers from ten thousand at present to around
fifteen thousand

Gaps between Organizational
Objectives and Current Resources
There aren’t too many gaps between the
organization’s objectives and its current
capabilities and resources.
 Houzit has been doing well for itself in
Brisbane and has the resources necessary to
expand to other cities and towns in Australia.
The fact that the organization provides high
quality products to an established and posh
clientele implies that it is more than likely to
meet its objectives when expanding to other
Australian towns and cities as well.

Identification of Marketing
Opportunities
In operation for more than 5 Years and
produces a wide range of Household goods
The first opportunity that Houzit has in
order to be able to expand now its
operations to the rest of the country, is
that this is a business which has been in
existence for as many as five years.
Over the last five years, Houzit has
developed an extensive range of home
wares that it makes available to
customers on easy payment terms

Risks
Customers are likely to have high
expectations from Houzit products and may
get disappointed easily if any new product
is not up to the mark
The easy payment terms can be taken
advantage of by certain customers who can
stall on payments citing some issue or the
other.

Benefits
Owing to the fact that Houzit has been in
operation for the last 5 years, it has a thorough
understanding of the Australian market for home
wares, knowing what it is that must be produced
in order to attract customers in large numbers.
The second benefit of this opportunity is that
since Houzit makes a wide range of home ware
items available to customers, those who are on
the look out for home wares of different types
will flock in large numbers to the Houzit stores
because of the fantastic variety of products on
offer here.

2nd Opportunity
Good Target Market
The second opportunity that Houzit has for
expansion in Brisbane and other parts of
Australia is the fact that it has a good client
base. Most of the customers for home ware
products offered by Houzit are from well to do
households, who are willing to drive over to
easy to access stores to get what they want.
The target customer base is also quite
expansive in nature, with target customers
being aged between twenty years old and fifty
years old on an average.

Risks
It may not be always possible to retain such a large
customer base when expanding operations to other
Australian cities and towns as well, as customers
here may not be of the same temperament or have
the same preferences for home ware products as
the customers in Brisbane.
Customers who are in the age group of twenty
years to fifty years tend to get disinterested easily,
largely due to their spending power, and retaining
the interest in home ware products over the long
term is itself a challenge, a challenge which may be
present when expanding to other Australian cities
and towns as well.

Benefits
Customers in the age group of twenty years
to fifty years have excellent spending
power and will be able to afford easily, all
the home ware products that are launched
in the market by Houzit
Sophisticated clientele will always have a
preference for elegant and unique
products, as made available by a company
like Houzit

Best Opportunity to Avail
The opportunity that best addressed the
organizational objectives of the company is
the fact that the company has an extensive
customer base comprising of sophisticated,
elegant clients in the age group of twenty
to fifty years, who have good spending
power and who therefore have the means
to procure the unique home ware items
that Houzit launches in the market.

Marketing Strategy
Product – The product to be marketed is the home ware items such as
bedroom fittings, bathroom fittings, mirrors and other decorative items
that are manufactured by the Houzit group of household furnishing stores.
Place – The place where the products will be marketed is the greater
Brisbane area, after which marketing strategies will also be implemented
in other prominent cities and towns of the country such as Sydney,
Adelaide and Hobart.
Price – The price of Houzit home ware items will be fixed at $ 150 to $
200, on an average. This is primarily because of the fact that the
company caters to a sophisticated and elegant clientele that has good
purchasing power.
Promotion – Promotional activities will be carried out extensively on
social media platforms as well as at major household goods stores and
supermarkets both in Brisbane and in neighboring Australian cities and
towns. Leaflets and posters about the new Houzit stores will be distributed
at malls and shopping centers in Sydney and Adelaide where the store is
looking to expand to.

Justification of Strategy
 The marketing strategy that has been
outlined above goes well with the
organizational objectives of Houzit, as it
seeks to expand its customer base and
increase sales in the coming three years.
This is only possible if the home ware
products are made available at fixed or
unchanging prices in the initial days of
expansion, with efforts being made to cater
to the interests of sophisticated and
elegant clientele, the type that already
make up the store’s target consumer base
at present.

Marketing Performance Review
Strategy
 Based on the theory of competitive
advantage, the Houzit store will launch ornamental
and beautifully designed home ware items that
stand out by virtue of their appearance and quality
in comparison to other home ware products that
are made available in the market. The products will
also be very beautifully packaged so that they are
a delight to hold onto even when not being used.
The delicate home wares will be adequately sealed
so that these do not break too easily when being
delivered to the homes of customers or when
being carried home by customers.

Marketing Metrics
Brand awareness, customer engagement
and lifetime customer value are three of
the marketing metrics that will be utilized
when launching the Houzit home ware
products both in greater Brisbane as well as
in other parts of Australia.

Tactics
Scheduling of Activities to Enact the
Strategy
The marketing strategies will be initially
carried out on social media through the
creation of promotional pages that can be
liked by potential customers and a base of
followers can be created..
The marketing strategies will be launched
in the month of March and carried on till
the months of June and July after which the
impact of these strategies shall be
assessed.

Costing
The budget for the marketing strategies
and activities will be fixed at $ 50,000 to
begin with. This is largely due to the fact
that the marketing or promotional activities
will be limited only to social media
advertising and pamphlet and leaflet
distribution to begin with.

Accounting and
Responsibilities
 Duties and responsibilities for carrying
out the marketing plan to perfection will be
delegated among various professionals
such as social media advertising
professionals, search engine optimization
experts, online digital marketers and
chartered accountants for doing the
necessary checks and audits.

Plan for Coordinating
Activities
The promotional activities will be carried out
over a time span of six months to one year
At the outset, it is the social media marketing
strategies that will be initiated, after which
efforts will be made to create and distribute
leaflets and pamphlets containing information
about the opening of the new Houzit stores in
other cities and towns of expansion
Three to four people will be placed in charge to
oversee the marketing activities and any lapses
in strategy implementation will be detected and
rectified immediately

Legal and Ethical
Requirements
Information about the new home ware
products that are to be launched by the
new Houzit stores will be kept as authentic
and as accurate as possible, so that
customers are able to buy at the prices that
have been explicitly advertised or
mentioned at the time of the marketing
campaign.
Customers will be provided with a three
year warranty for the products that they
buy from the new Houzit stores, and will
not be asked to pay for repair and damages
if servicing or repair work is sought while

Justification of Tactics
The tactics mentioned above are well within the means of the
organizations resources and capabilities because
Advertising and promotional activities will only be limited to social
media marketing and leaflet or pamphlet distributions to begin with.
This will not only cost very less money but it is also a marketing
strategy that will be easy to implement, not requiring too many
people to see it through. Since Houzit is a chain that is already
doing well for itself in Brisbane, it will not even have to spend half of
its resources on its new marketing strategies for expansion.
Since most of the Houzit customers at the moment comprise of
people in the age group of twenty to fifty, and since the majority of
the marketing and promotional activities will be carried out online
on social media, Houzit is certain to make its marketing message
known pretty well. Almost all if not all people in the age group of
twenty to fifty in Australia have social media accounts and are
hooked onto platforms like Facebook and Twitter all the time.

Conclusion
 Thus, marketing the Houzit chain of stores in
greater Brisbane as well as other prominent cities
and towns of Australia can certainly be done with
the help of an effective and well thought out
marketing plan. The Houzit store has been earning
great revenue already, and has a solid customer
base that is not too difficult to retain, provided
Houzit ensures that it keeps up the standard or
quality of its products or home wares over the long
term. Houzit only has to pay special attention to
making its quality and unique home wares available
at genuine prices so that customers feel inclined to
buy these over the long term.

Bibliography
Abbey, J. D., Meloy, M. G., Guide Jr, V. D. R., & Atalay, S. (2015). Remanufactured
products in closed‐loop supply chains for consumer goods. Production and
Operations Management, 24(3), 488-503
Blum, A.G., Null, C. and Hoffmann, V., 2014. Marketing household water treatment:
willingness to pay results from an experiment in rural Kenya. Water, 6(7), pp.1873-
1886
De Mooij, M., 2018. Global marketing and advertising: Understanding cultural
paradoxes. SAGE Publications Limited.
Hoang, A. P., & Kauffman, R. J. (2018). CONTENT SAMPLING, HOUSEHOLD
INFORMEDNESS, AND THE CONSUMPTION OF DIGITAL INFORMATION GOODS. Journal
of Management Information Systems, 35(2), 575-609
Jarad, G.A., 2014. Marketing over social media networks'. Marketing, 6(13).
Katz, E., Lazarsfeld, P.F. and Roper, E., 2017. Personal influence: The part played by
people in the flow of mass communications. Routledge.
Krush, M.T., Pennington, J.R., Fowler III, A.R. and Mittelstaedt, J.D., 2015. Positive
marketing: A new theoretical prototype of sharing in an online community. Journal of
Business Research, 68(12), pp.2503-2512.
López, R.A. and Ferrándiz, J.V.C., 2016. Analysis of the Logistics of Home Delivery of
Food and Household Goods. Implementation in Consum in the Valencia Area.
Proposals for Improvement. Transportation research procedia, 18, pp.189-196.

THANK YOU