BSBMKG609: Developing a Marketing Plan for Houzit Homewares

This report details a marketing plan for Houzit, a homewares chain based in Brisbane, Australia. The plan includes an organizational overview, strategic direction, and organizational objectives, focusing on increasing sales and customer loyalty. It identifies gaps between objectives and current capabilities, highlighting opportunities such as joint ventures and expanding the product line to include handmade items. The report outlines marketing tactics, including product and service design, pricing strategies, and the use of social media, along with an implementation plan that considers internal and external analyses, including a five forces analysis and SWOT analysis. It also addresses potential risks, consequences, and contingency plans, such as risk management processes and alternative strategies for implementation. References are provided to support the analysis and recommendations.

MARKETING
PLAN

ORGANIZATIONAL
OVERVIEW
• Houzit is a famous chain of homewares in Brisbane. The company is having
fifteen stores in the areas of Brisbane.
• Houzit has attained popularity by providing an extensive range of mirrors,
bathroom fittings, bedroom fitting and decorative pieces to the customers.
• The focus of Houzit is on the parameters like quality, exclusive items and
selection.
• The company has completed almost five years of its operation.
• The recognition has been created by the company in the target market in
order to appeal more number of customers

STRATEGIC DIRECTION
• Houzit is a retail brand and satisfies the needs of the
homemakers by offering a unique choice of quality homeware
products with a simple payment process.
• The strategic direction of the organization can be ascertained
from mission and vision.
• The mission of Houzit is enlarging business by making sure its
existence in all the leading towns of the Australian market by
2020.
• The major concentration of Houzit is on 3 parameters, quality,
selection, and exclusive items (Martina and Vacirca, 2017).

ORGANIZATIONAL
OBJECTIVES
• Increase annual sales by $5 million through
moving sales figures from $15 million every year
to $20 million every year in the coming 3 years
• Increase the record of loyal customers by 5000
• Establish brand recognition in Brisbane which is
a potential market

GAPS BETWEEN OBJECTIVES AND
CURRENT CAPABILITIES OF THE
ORGANIZATION
• Houzit is having aim to expand the business but it do not have sufficient
number of employees to work together for attaining organizational goals.
• There is gap in the objective and current capabilities.
• The objectives fixed by the Houzit are not possible to attain the current
capabilities and resources.
• It is also not possible by the company to follow all the legislations and
norms.
• Houzit is serving from the last five years but has a restricted number of
employees.

TO BE CONTINUED…
• Houzit focuses on the operations of the company to have
bright and comfortable stores for shopping.
• The focus of the company is not in configuration with the
regulations which are put forward by the government in the
local economy (Nenycz-Thiel and Romaniuk, 2016).
• In this manner, Houzit will have a gap between the goals
decided and current capabilities and resources.

TO BE CONTINUED…
Concern Current state Aims
Sales $15 million $22 million
Customer loyalty towards brand 10,000 18,000
Brand awareness 1 out of 10 persons 1 out of 3
persons
Number of stores 15 90
Existence of store Brisbane Worldwide

OPPORTUNITIES IDENTIFIED
• Joint venture: Houzit can go for the joint venture in the new
market areas in order to target the sophisticated people
who are more focused on the presentation of the rooms and
stores.
• One opportunity has been chosen to accomplish the
demand in the evolution of the entire business across
metropolitan Brisbane along with other regions of Australia
will be mobility business

TO BE CONTINUED…
• The mobility business will incorporate the assistance of
mobile apps, mobile webpages, desktop apps and desktop
devoted pages to online commerce of business.
• The mobility business of Houzit will be perceptible and
attractive to the customers worldwide.
• The customers believe in shopping from the website and
online stores where everything from a small pin to an airplane
is being transacted online (Steenkamp, 2017).

TO BE CONTINUED…
• The second opportunity identified is to provide more and more
unique products than competitors. The recent trend in the
homewares is deliberated to be handmade than mass-
produced items.
• The handmade products also create opportunities for
establishing import business. the imports will assist the
company in meeting the backend demand which can be made
a possible online presence and enhancing e-commerce
business.

TACTICS
• The tactics of Houzit for entering into the global market will be aligned with
the strategy of enhancing the sales volume.
• This strategy will be used by Houzit in appealing customers towards
products and services.
• In order to implement the strategies, Houzit is required to take into
consideration tactics like arrangement of the activities to decree the
strategy, costing, liabilities and responsibilities, and plan for directing and
monitoring scheduling activities comprising KPIs (Makhitha, 2015).
• Outlining legal and ethical necessities which impact on the selected tactics
• Defining the way tactics are appropriate within the recognizable resources
and capabilities of the organization

TO BE CONTINUED…
Past Analysis
• Houzit was operated smoothly by two friends but the
urge for more growth and more profits on the balanced
sheet was desired by the company.
• Initially the company had 15 stores in different areas of
Brisbane but now the company has decided to open
store in every major city of Australia.
• The company charged goods prices initially for the
superior quality offered.