Marketing Plan for Houzit Chain of Homeware Stores

Running Head: MARKETING PLAN
Marketing Plan
Name of the Student
Name of the University
Author Note

1MARKETING PLAN
Executive Summary
Houzit is a large chain of homeware stores operating in the Australian city of Brisbane.
Since the store is doing quite well for itself and is earning great revenue for its unique and high
quality home ware products, it is now looking to expand its presence to greater Brisbane and
other important cities and towns of Australia like Sydney and Adelaide where it can also do good
business. This report prepares a marketing plan that can be used by the Houzit chain of stores for
such expansion, that includes the strategies, marketing positioning and tactics that will also go
into making such a marketing plan a success.

2MARKETING PLAN
Table of Contents
Table of Contents
Introduction......................................................................................................................................3
1. Organizational Overview.........................................................................................................3
1.1. Strategic Direction and Organizational Objectives...........................................................3
1.1.1. Vision of the Company..................................................................................................3
1.1.2. Mission of the Company...............................................................................................3
1.1.3. Organizational Objectives.............................................................................................4
2. Opportunities............................................................................................................................4
2.1. Identification of Two Marketing Opportunities................................................................4
2.1.1. In operation for more than 5 Years and produces a wide range of Household goods...4
2.1.2. Risks of this opportunity...............................................................................................4
2.1.3. Benefits of this opportunity...........................................................................................5
2.1.2. Good Target Market......................................................................................................5
2.1.2.1 Risks of this Opportunity..............................................................................................5
2.1.2.2. Benefits of this Opportunity......................................................................................6
A. Marketing Mix Strategy........................................................................................................6
B. Justification of Marketing Strategy......................................................................................7
C. Marketing Performance Review Strategy – Competitive Positioning..................................7

3MARKETING PLAN
D. Metrics to be used in Measuring Marketing Performance....................................................8
3. Tactics......................................................................................................................................8
B. Costing..................................................................................................................................8
C. Accountabilities and Responsibilities...................................................................................8
D. Plan for Coordinating and Monitoring Scheduled Activities...............................................9
E. Legal and Ethical Requirements to be Adhered to...............................................................9
F. Understanding How the Tactics Fit within the Organization’s Structure and Capabilities..9
Conclusion.....................................................................................................................................10