Houzit Marketing Plan: BSBMKG609 - Home-ware Products, Brisbane

This report details a marketing plan for Houzit, a home-ware company based in Brisbane, Australia. The plan begins with an executive summary and includes a SWOT analysis to identify the company's strengths, weaknesses, opportunities, and threats. It outlines specific marketing objectives, such as increasing sales and brand recognition. The report proposes marketing strategies, including product line expansion, pricing adjustments, digital promotion, and franchising, to achieve these objectives. A risk analysis is conducted to assess potential challenges, and an implementation plan is provided, with a schedule, budget, and defined roles and responsibilities. The plan aims to enhance Houzit's market presence and sales performance in a competitive environment.

Running head: HOUZIT MARKETING PLAN
HOUZIT MARKETING PLAN
Name of the Student
Name of the university
Author Note

1HOUZIT MARKETING PLAN
Executive Summary:
The marketing plan is known as particularly a strategy of action that has been designed by the
organisation for selling and promoting its home-ware products in the Australian market. The
plan must be designed according to environmental condition of Australia in order to aligned
with new trends. This paper describes the marketing plan of the company Houzit, which
provides home-ware products in Brisbane city. The company is specialized in toilet fittings,
bedroom fittings, mirrors and other home decorative products. This report also describes the
company overview and its marketing strategy.

2HOUZIT MARKETING PLAN
SWOT Analysis:
Strength Weakness
 Workers are trained, highly skilled and
well-informed in terms of home-ware
products.
 Retail space is large and has intense
lightening, and it also effective for urban
and commercial retail.
 The loyalty of the customer is very high
 Offering a high quality of home-ware
appliances with wide range, that is easily
accessible.
 The marketing budget of Houzit is very
limited because their brand awareness cannot
be done in a suitable manner.
 They have no outlets outside the Brisbane
City.
Opportunities Threats
 The market of Houzit is rising in a high
growth area.
 The target market of Houzit can be grown
by establishing brand awareness
 Sales and growth opportunities can be
expanded apart from the target area.
 The present market is highly competitive
 High opposition from the local market which
is establishing in the city of Brisbane.
 Weak economic condition reducing the
customer’s purchasing power on home-ware
appliances.

3HOUZIT MARKETING PLAN
Marketing Objectives
Marketing objectives refer to the goals that have been set by the organisation during the
advertisement and promotion of its products. The organization Houzit has set a few
objectives is as follows-
 To increase its product sales from $15 million to $20 million per year over the next
three year.
 To boost its loyal customer list from 10,000 to 15000 customers.
 To create a brand recognition plan in Brisbane city in order to develop awareness
among target market, so that at least one in three people recognises the organisation
Houzit.
Strategies:
 The organisation can enhance themselves in a growing market, where the
organisations have large no. of target customer who is not knowledgeable about the
offer of the organisation. The organisation Houzit can achieve this marketing strategy
by merger and acquisition with other famous company who also provide Home-ware
appliances.
 Sales of the product could be enhanced outside of the Brisbane city. This could be
achieved by franchising the brand.
In order to implement these strategies, Houzit has to understand its marketing mix
element; this will help the organisation to build these strategies.
 Product: The organisation Houzit must increase more home-ware appliances in
its product line in order to cater more customers. Like- various home furnishing
products like- dining table, stylish doors, sofas, decorative lights etc.

4HOUZIT MARKETING PLAN
 Price: not only very high pricing but fair priced products should also be included
for middle class consumer.
 Place: To increase its sales and raise its market, the organisation should also start
digital promotion and selling their products through online. By opening more
physical outlets outside of the Brisbane city they also increase their sales.
 Promotion: by using social media promotion and digital advertisement, the
organisation also can promote its products in the market.
By analysing gap and risk analysis, these plans could be developed in more suitable
manner.
Risk Analysis: According to SWOT analysis of Houzit, it has been noticed that the
organisation has well-skilled workers, large retail space, high loyalty of the customer,
so the company can do franchising that will give effective result. But low budget for
marketing will hinder the brand promotion. The local market competition is very high,
and it is also one of the risks for the company Houzit.
Implementation:
The implementing tactics are-
 Scheduling: the organisation makes the schedule regarding all of its marketing
strategies
Activities Weeks
Market Research 20-22 weeks
Product promotion 10-120 weeks
Franchising agreement 22-30 weeks
After-sales service One week

5HOUZIT MARKETING PLAN
 Budgeting:
Expense Amount
Franchising Cost $30,00,000
Promotion Cost $2,00,000
Stationary $20,000
Total $32,20,000
 Roles and responsibilities:
The role of marketing manager is to do a market study and develop plan and find out
the method to implement these plans.
The responsibility and duty of the CEO is approving the budget
The role of legal officer is to approve the agreement of merger and acquisition.