BSBMKG609 - Develop Marketing Plan for Houzit: Strategies & Tactics

This report, prepared from the perspective of a marketing manager, presents a comprehensive marketing plan for Houzit, a Brisbane-based homewares chain. It begins with an executive summary and an overview of the company, including its strategic direction, objectives, size, capabilities, and resources, along with its strengths and weaknesses. The report then details a SWOT analysis, identifying key strengths like efficient staff and attractive retail spaces, along with weaknesses such as a limited marketing budget. It outlines marketing objectives, aiming to increase sales and brand recognition. The core of the report focuses on the marketing mix, including product innovation, competitive pricing, promotional strategies (e.g., social media campaigns, seasonal offers), and place considerations. It also details tactics for implementation, referencing the SWOT, risk, and gap analyses, and includes a process for reviewing performance. The report concludes with references to support the findings and recommendations.

Running head: LEADERSHIP AND GOVERNANCE
LEADERSHIP AND GOVERNANCE
Name of the Student
Name of the University
Author Note

1LEADERSHIP AND GOVERNANCE
Executive Summary
The organization which has been selected to be discussed in this paper is Houzit, which
can be regarded as a chain of homewares stores located in Brisbane. The business house is
specialised in bedroom fittings, bathroom fittings, decorative items and mirrors. The company
presently possess 15 stores which are located across the greater Brisbane region, ands in this
context it can be stated that all the stores are managed as well as coordinated from their head
office, which is situated in Milton. The purpose of this paper will be to write a report from the
viewpoint of the marketing manager and describe the marketing strategies and activities, where
clear description of the strategies that will reflect the organizational objectives. An overview of
the SWOT analysis of this organization will be done here, where the strengths, weaknesses,
opportunities and threats of Houzit will be described. Apart from this, the marketing objectives
of this business house, along with the marketing opportunity and the strategies that has been
outlined in the previous assignment will also be described in this paper. The reasoning for the
marketing mix decisions that has been made along with the strategies that has been selected will
also be provided in this paper referring to the SWOT, risk and gap analyses done in the previous
assignment. At last, an outline of the tactics which is devised for implementation in the previous
assignment will be provided, where reason for choosing these tactics along with an outline of the
process for reviewing performance will be provided in this paper.
SWOT Analysis
It has been already stated that the selected organization is Houzit, which can be regarded
as a chain of homewares stores located in Brisbane. The major strength of this organization is
their employees or staffs, who are efficient enough to serve the customers who visit their stores.

2LEADERSHIP AND GOVERNANCE
They all are highly skilled and possess enough knowledge about the homewares, which helps
them to solve the queries that are raised by the customers. The retail space possessed by this
company is attractive and spacious, which helps to attract the customers from the urban areas and
maintains the flow of the business operations. Loyalty among the customers towards the wide
array of products helps to obtain repeat customers, and this is an important part in the retail
sector, which is one of the most competitive business industry among all other sectors in the
global business world. Competitive advantage is also enjoyed by the management of this
business entity through the range, quality and accessibility of the products that are sold by them.
But, the marketing budget is a major weakness of this company, which restricts the brand
awareness due to absence of store critical store and mass cover. Ever increasing long-term
repayment plans also restricts the flow of the organization. There are also threats from the local
independent retailers who can lower the prices of their products, as they are operated by their
owners, whereas retail chains like Houzit are operated by other staffs. National retail chains are
also posing threats to this organization, as they are also moving to the area of Brisbane. The
disposable income of the customers are also reducing the money spent on homewares, but above
all there are opportunities also for this company to grow in the higher growth areas, as it can be
noted that a high percentage of their target market are still not aware about the offerings of
Houzit. The greater Brisbane area also creates an opportunity to increase the sales of the
homewares (Porter and Heppelmann 2014).
Marketing Objectives
The major marketing objective for the management of Houzit will be to increase the sales
to $20 million per year from $15 million per year, which need to be met within the coming 3
years. The list of loyal customers also need to be increased to 15,000 to 10,000. The brand

3LEADERSHIP AND GOVERNANCE
recognition also need to be established in the area of Brisbane, where every 1 out of 3 people
will possess the power to recognize Houzit as a brand through a random survey that will be taken
in the next 1 and half year (Rahman 2015).
Strategies
The strategies will be formulated through the marketing mix, which is described as
follows:
Product
The products need to be made innovative and according to the requirements of the people
of the market place, so that they can satisfy the ever-changing tastes and preferences of the
people along with meeting the marketing objective that has been set by the management of
Houzit.
Price
Competitive pricing need to be followed by the management of this company, so that the
competitive advantage can be enjoyed that has already been enjoyed by them in the Brisbane
market area (Liozu and Hinterhuber 2013).
Promotion
Innovative promotional offers need to be offered by the management of this bre4tail
chain, so that they will enjoy the footfall of the repeated customers along with attracting new
people towards them and increase both the customer base and revenue earning for the company.
Seasonal offers can also be given to the customers who will visit the outlets of this retail chain
(Blackwell et al 2019). Concepts like providing attractive discounts to first 10 customers can be
implemented into the system. Above all, separate budget need to be allotted to promote the
organization in different social media platforms, so that it will help to aware the maximum

4LEADERSHIP AND GOVERNANCE
number of people from the market place of Brisbane and increase the customer base, which will,
in turn, will help to increase the number of loyal customers, which is also a major marketing
objective that has been set by the management of Houzit. This will also help to aware the target
market who are still not aware about the brand name of Houzit, and can gain their presence in the
retail outlets of this business entity.
Place
New or fresh places like the greater Brisbane area need to be targeted by this
organization, so that the sales opportunities can be increased and the marketing opportunities and
objectives can be met by the management of this organization, which will help them to enjoy the
competitive advantage that is already enjoyed in the current market places where they operate.
This will also help to increase the market share of this retail outlet and earn more profit from the
existing as well as new market places.

5LEADERSHIP AND GOVERNANCE
Reference
Blackwell, B., Bodle, K., Hunt, J., Hunter, B., Stratton, M.J. and Woods, M.K., 2019. Methods
for Estimating the Market Value of Indigenous Knowledge.
Porter, M.E. and Heppelmann, J.E., 2014. How smart, connected products are transforming
competition. Harvard business review, 92(11), pp.64-88.
Liozu, S.M. and Hinterhuber, A., 2013. Pricing orientation, pricing capabilities, and firm
performance. Management Decision.
Rahman, S.M., 2015. Consumer expectation from online retailers in developing e-commerce
market: An investigation of generation Y in Bangladesh. International Business Research, 8(7),
p.121.