Sydney Metro College: BSBMKG603 Houzit Marketing Performance Report

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Added on 2022/08/31

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This report provides a comprehensive analysis of Houzit's marketing performance, encompassing various aspects of its marketing strategies and operations. It begins with an overview of the marketing plan, detailing specific marketing activities such as magazine advertising, in-store promotions, and web-based promotions, along with the responsible personnel and associated costs. The report then delves into the integration of organizational activities, outlining how marketing efforts align with sales, product, and pricing strategies. It also addresses the monitoring of progress, covering elements like market changes, marketing plan objectives, and organizational requirements. Furthermore, the report examines distribution and pricing strategies, competitor analysis, and key performance indicators (KPIs) such as Return on Market Investment (ROMI) and market share. It includes a communication plan, delegation of roles, and a staffing support plan with coaching and mentoring strategies. The report also covers feedback mechanisms and performance analysis, including scenario analysis and an executive summary that highlights key findings and recommendations. The report is a detailed assessment of Houzit's marketing efforts and provides insights into its performance and future strategies.

MANAGE THE MARKETING PROCESS - BSBMKG603
Student Name
Trainer Name
Unit Name
Term
Task
Due Date
Manage the marketing process - BSBMKG603
Issue Date: 23/08/2017 Page 1 of 19
ABN: 57 169 281 501
E: admissions@sydneymetrocollege.edu.au
W: www.sydneymetrocollege.edu.au
Sydney (Head Office): Level 2, 16-22 Wentworth Avenue
Surry Hills NSW 2010
T: 02 8937 0991
Melbourne: Level 1 &2, 213-215 Lonsdale Street
Melbourne VIC 3000
T: 03 0 9077 0758

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Marketing plan management:
1. Marketing activities:
Marketing activity
Marketing activity Responsible person Discuss
 Magazine
advertising and
PR
Marie Magazine advertising refers to the
promotion of service with the
utilization of paid announcements
that possess a great deal of media
influence. While public relations are
the availability of various options
which includes creating a buzz,
contacting the media and press
releases (Lamberti & Pero, 2019).
This will increase the potential for the
company to attract customers and
increase its revenues.
 In-store promotion Student Name Merchandising, trends, in-store tv
ads, audio will help the company to
maximize its profitability by selecting
relevant products.
 Web based
promotion
Tony Web based promotion are regarded
as the discounts, specials and sales
that are provided online through
company’s website. This will
increase the potential of the firm by
communicating the promotion to its
target market.
2. Integration of organisational activities:
Integration of organizational activities
Marketing activity Marketing Sales
 Magazine
advertising and
PR
Price: $10,000
Product: Bedroom fitting
Place: Globally
Promotion: The products will be advertised
on magazines by providing high quality
images that will help in increasing ROI
(Agostini, 2016). While to increase public
relations the products will be promoted in
mass medium like TV, an article in a
newspaper and press release.
The sales activities
are directly related to
magazine advertising
and PR as it helps in
boosting sales of the
products.
Manage the marketing process - BSBMKG603
Issue Date: 23/08/2017 Page 2 of 19
ABN: 57 169 281 501
E: admissions@sydneymetrocollege.edu.au
W: www.sydneymetrocollege.edu.au
Sydney (Head Office): Level 2, 16-22 Wentworth Avenue
Surry Hills NSW 2010
T: 02 8937 0991
Melbourne: Level 1 &2, 213-215 Lonsdale Street
Melbourne VIC 3000
T: 03 0 9077 0758

 In-store
promotion
Price: $3,000
Product: Decorative items
Place: Nationally
Promotion: Leveraging social media, hold
events, loyalty programs, start a YouTube
channel.
It helps in using
merchandise that
creates impulsive
buying behaviour.
 Web based
promotion
Price: $4,000
Product: Mirror categories
Place: Globally
Promotion: Paid advertising, social media,
search engines, discounts, online ad
spaces.
It maximizes the size
of consumer base and
enhances sales
promotion.
Manage the marketing process - BSBMKG603
Issue Date: 23/08/2017 Page 3 of 19
ABN: 57 169 281 501
E: admissions@sydneymetrocollege.edu.au
W: www.sydneymetrocollege.edu.au
Sydney (Head Office): Level 2, 16-22 Wentworth Avenue
Surry Hills NSW 2010
T: 02 8937 0991
Melbourne: Level 1 &2, 213-215 Lonsdale Street
Melbourne VIC 3000
T: 03 0 9077 0758

3.
M
onitor progress:
Monitor progress
Elements Market changes
(sessional
change)
Marketing plan
objectives
Organization
al
requirement
s
Marketing
performance
evaluation
Product  Product
Liability
Regulation
(enforced by
ACCC)
 Defamation
law
 To increase
seasonal
demand in
bathroom
fittings,
decorative items
and mirror
categories
(Fleacă &
Fleacă, 2016).
Organization
must
strengthen
relationship
with existing
customers.
Evaluating
performance
from consumer
perspectives
Distribution  Trade
Practices Act
 Defamation
law
 To maintain
production and
safety of the
products
 Immediate
removal of the
product at low
price
Organization
must
modernize
the sales
process.
Distributing the
product to
existing and
new customers
Pricing  Monitor
competitor
pricing
 Exchange rate
 To increase
profit and sales
volume
 To match
competitors
prices
Organization
must
implement
competitive
pricing
strategy by
setting the
price as per
competition
charges
(Reynoso &
Cabrera,
2019).
Lowering the
price of the
product
Marketing
Communicati
on
 Privacy law
 Copyright law
 To convince
 To compete
Organization
must
communicate
Communicatin
g with
customers
Manage the marketing process - BSBMKG603
Issue Date: 23/08/2017 Page 4 of 19
ABN: 57 169 281 501
E: admissions@sydneymetrocollege.edu.au
W: www.sydneymetrocollege.edu.au
Sydney (Head Office): Level 2, 16-22 Wentworth Avenue
Surry Hills NSW 2010
T: 02 8937 0991
Melbourne: Level 1 &2, 213-215 Lonsdale Street
Melbourne VIC 3000
T: 03 0 9077 0758

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 Direct
Marketing
Code of
Practice
 To
communicate
ideas to target
market
their
objectives to
consumers
clearly and
concisely.
4. Distributing and pricing:
Distribution and Pricing Review
Elements Evaluation Considerations Monitoring
Distributio
n
Dependent on its 15
stores in Brisbane
and it has been their
business model,
which is working
well and efficient. In
the coming months,
Houzit intends to
improve its sales
performance to
achieve above its
current 8.5% sales.
The organization must
consider to implement
distribution strategy to boost
its sales process. It must
consider to focus upon the
key attributes like
communication and listening
skills, work ethic and
intelligence (Wagner &
Eggert, 2016).
The sales performance
can be monitored by
developing
measurements and
tracking performance.
The data gathered from
external and internal
distribution channels
must be monitored.
Pricing Exchange rate The organization must
consider that exchange rate
can create an impact of
inflation in various ways like
modifications in the prices of
imported services and
goods.
The organization must
monitor any fluctuation
in currency exchange
rate to make a big
difference in the cost of
the product.
Competitors’ pricing The organization must
consider relative market
share of competitors before
setting the price.
Recognize the
competitors and their
competitive assortment.
It must also monitor the
frequency by gathering
relevant data.
5. KPIs:
Manage the marketing process - BSBMKG603
Issue Date: 23/08/2017 Page 5 of 19
ABN: 57 169 281 501
E: admissions@sydneymetrocollege.edu.au
W: www.sydneymetrocollege.edu.au
Sydney (Head Office): Level 2, 16-22 Wentworth Avenue
Surry Hills NSW 2010
T: 02 8937 0991
Melbourne: Level 1 &2, 213-215 Lonsdale Street
Melbourne VIC 3000
T: 03 0 9077 0758

KPIs
Performance
metrics
Justification Expected outcomes
Return-of-Market-
investment(ROMI) ROMI is utilized in online
marketing to analyse the
effectiveness of marketing
campaign. It monitors
outcomes followed by
particular marketing
objectives.
Through ROMI Houzit is able to
measure its total revenues based on
its ad campaign for selling the
products (Rodney Turner &
Lecoeuvre, 2017).
Market Share Market share refers to the
percentage of total sales
gained by an organization in a
given period.
With the help of market share Houzit is
able to gain a general idea of
company’s size depending upon its
market share. It is able to obtain data
related to market share through
regulatory bodies and trade groups.
5. Delegation:
Manage the marketing process - BSBMKG603
Issue Date: 23/08/2017 Page 6 of 19
ABN: 57 169 281 501
E: admissions@sydneymetrocollege.edu.au
W: www.sydneymetrocollege.edu.au
Sydney (Head Office): Level 2, 16-22 Wentworth Avenue
Surry Hills NSW 2010
T: 02 8937 0991
Melbourne: Level 1 &2, 213-215 Lonsdale Street
Melbourne VIC 3000
T: 03 0 9077 0758

Manage the marketing process - BSBMKG603
Issue Date: 23/08/2017 Page 7 of 19
Communications Plan
Audience Key messages Leady
by
Delivery
Method
Date Lengt
h of
sessi
on
Location
 Board of
directors
 Regional
Managers
 Marketing
managers
 Head of
Account
 CEO
 Provide a review
of organization
performance for
the year.
 Propose
marketing plans
for the next 6
months
CEO
Face-to-
face
meeting
1/1/2017 1.5
hours Head Office
 Chief
Operating
officer
 Chief
Financial
Officer
 Ensure
company’s
operations
flow
systematically
 Managing
money and
overview the
assets
Preside
nt
Conference
call 1/2/2017 2
hours
Conference
room
ABN: 57 169 281 501
E: admissions@sydneymetrocollege.edu.au
W: www.sydneymetrocollege.edu.au
Sydney (Head Office): Level 2, 16-22 Wentworth Avenue
Surry Hills NSW 2010
T: 02 8937 0991
Melbourne: Level 1 &2, 213-215 Lonsdale Street
Melbourne VIC 3000
T: 03 0 9077 0758

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Notes:
Manage the marketing process - BSBMKG603
Issue Date: 23/08/2017 Page 8 of 19
 Chief
Marketing
officer
 To create a
vision and
convert the
vision into a
marketing
campaign
Vice
Preside
nt
Live
meeting 1/3/2017 1 hour Meeting
room
 Chief
Technology
officer
 To monitor the
utilization of
technological
development
and scientific
research
(Maier &
Prusty, 2016)
CEO Texting 1/4/2017 1 hour Head office
 Executive
director
 To oversee
the strategic
plan,
programs and
administration
CEO
Video
conferencin
g
1/5/2017 2.5
hours
Conference
room
 Chief
Information
officer
 Chief
Security
officer
 To support
unique goals
and objectives
of
organization
 To implement
security risk
strategies
Computer
assisted
conference
1/6/2017 2
hours
CEO’s Approval
CEO Name MD Rajjaqul Haider
CEO Signature RHaider Date 12/12/2016
Comments
ABN: 57 169 281 501
E: admissions@sydneymetrocollege.edu.au
W: www.sydneymetrocollege.edu.au
Sydney (Head Office): Level 2, 16-22 Wentworth Avenue
Surry Hills NSW 2010
T: 02 8937 0991
Melbourne: Level 1 &2, 213-215 Lonsdale Street
Melbourne VIC 3000
T: 03 0 9077 0758

The roles and responsibilities:
Roles Responsibil
ity
Communicati
on Methods
Action Steps Requirements/
expectations
Manager
of
Magazin
e
advertisi
ng and
PR
Marie Verbal
communication
Setting relevant
goals and
developing a goal
Provide training,
mentorship and feedback
Manager
of In-
store
promotio
n
Student
Name
Oral
communication
Empowering the
employees (Yang
& Gabrielsson,
2017).
Ensuring solid connection
with consumers
Specialis
t of Web
based
promotio
n
Tony Visual
communication
Making
adjustments and
assessing the
performance
Understanding customer-
base and their needs
Manage the marketing process - BSBMKG603
Issue Date: 23/08/2017 Page 9 of 19
ABN: 57 169 281 501
E: admissions@sydneymetrocollege.edu.au
W: www.sydneymetrocollege.edu.au
Sydney (Head Office): Level 2, 16-22 Wentworth Avenue
Surry Hills NSW 2010
T: 02 8937 0991
Melbourne: Level 1 &2, 213-215 Lonsdale Street
Melbourne VIC 3000
T: 03 0 9077 0758

Marketin
g Expert
Lamberts
Consulting
Face-to-face
communication
Collecting
appropriate data
Analysing marketing or
consumer strategies
Student Name
Trainer Name
Unit Name
Term
Task
Due Date
Staffing Support Plan:
1. Strategies:
Strategies on Mentoring and Coaching Staff
Talent
Developmen
t
Context of Focus Suitable person Desire Outcomes
Coaching
Coaching structure refers to a
framework to create a structured
coaching in a specific duration
that can be 1 year or 1.5 years or
4 to 7 months. In coaching
leaders within the organization
participates (Wierenga, Althuizen
& Chen, 2017).
Outlet staff Solving customer issues
Outlet managers Fulfilling consumer needs
and expectations
Mentoring Mentoring structure is to provide Marie Running the organization
Manage the marketing process - BSBMKG603
Issue Date: 23/08/2017 Page 10 of 19
ABN: 57 169 281 501
E: admissions@sydneymetrocollege.edu.au
W: www.sydneymetrocollege.edu.au
Sydney (Head Office): Level 2, 16-22 Wentworth Avenue
Surry Hills NSW 2010
T: 02 8937 0991
Melbourne: Level 1 &2, 213-215 Lonsdale Street
Melbourne VIC 3000
T: 03 0 9077 0758

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feedback to support others to
achieve their goals within 3 to 6
months. In mentoring top-level
management of an organization
participates.
efficiently and accomplishing
the objectives
Tony Improved performance of
employees
2. Resources:
Resources need for marketing outcome
Marketing
Activities
Responsible
person
Resources
Needed Measurement of effectiveness
New
marketing
campaign
CEO Money, social
media scheduling
It will help in recognizing the relevant channels
that can be used for promoting the campaign.
In-store
promotions
Student
name
Expertise,
determining
marketing goals
It will help in identifying and achieving the
marketing goals (Chatzipanagiotou,
Christodoulides & Veloutsou, 2019).
Magazine
advertising
Marie Time, developing
buyers persona
It will be helpful in analysing the needs and
expectations of buyers.
Public
relations
Marie Blog editorial
calendar
It will help in attracting new and existing visitors.
Webpage Tony Automated and
nurturing planning It will be helpful in nurturing the prospects of the
organizational goals and objectives (Zhang Kumar
& Cosguner, 2017).
Manage the marketing process - BSBMKG603
Issue Date: 23/08/2017 Page 11 of 19
ABN: 57 169 281 501
E: admissions@sydneymetrocollege.edu.au
W: www.sydneymetrocollege.edu.au
Sydney (Head Office): Level 2, 16-22 Wentworth Avenue
Surry Hills NSW 2010
T: 02 8937 0991
Melbourne: Level 1 &2, 213-215 Lonsdale Street
Melbourne VIC 3000
T: 03 0 9077 0758

3.
F
eedback:
Model and mechanism for providing Feedback
Types of feedback Feedback mechanism Implementation & justifications
Customer survey GetFeedback By sending link to the consumers to fill out
the survey.
Store visits CustomerSure By gathering data via sending surveys
through email. Customers will fill out and the
feedback will be collected within consumer
service dashboard (Gnusowski, 2016).
Mystery shopper SurveyMonkey By sending link to consumers and allowing
mystery shoppers to provide feedback.
Meeting Get Satisfaction By asking consumer input and getting ideas
for favourite product.
4. Performance:
Key Performance Index
KPIs SMART ANALYSIS
Specific Measurable Achievable Realistic Timeline
Achieving a Clarifying the Maintaining Working on the Developing the
Manage the marketing process - BSBMKG603
Issue Date: 23/08/2017 Page 12 of 19
ABN: 57 169 281 501
E: admissions@sydneymetrocollege.edu.au
W: www.sydneymetrocollege.edu.au
Sydney (Head Office): Level 2, 16-22 Wentworth Avenue
Surry Hills NSW 2010
T: 02 8937 0991
Melbourne: Level 1 &2, 213-215 Lonsdale Street
Melbourne VIC 3000
T: 03 0 9077 0758