BSBMKG609: Houzit Marketing Plan - Strategies and Tactics Development

This report presents a comprehensive marketing plan developed for Houzit, a retail brand aiming for national recognition in the homeware sector. The plan begins with an organizational overview, including Houzit's vision and mission statements, focusing on becoming a recognized retail market player by 2020 with a presence in every Australian capital city and 15 stores in Brisbane. The plan outlines objectives such as increasing sales from $15 million to $20 million within three years and expanding the loyal customer base from 10,000 to 15,000. A SWOT analysis identifies Houzit's strengths, weaknesses, opportunities, and threats, including high customer loyalty, limited marketing budget, growing market opportunities, and intense competition. The report details specific marketing opportunities, such as offering easy payment terms and providing a 3-year guarantee on products, targeting sophisticated shoppers, renovators, and new home builders seeking high-quality, unique items with flexible payment options. The plan includes tactics such as focusing on existing customers through loyalty programs, strategically selecting store locations in busy areas, and sponsoring local events to enhance brand value in Brisbane.

Running head: BSBMKG609 DEVELOP A MARKETING PLAN
Assessment Task 1 BSBMKG609 Develop a marketing plan
Devise Strategies and plan marketing tactics
Name of the Student:
Name of the University:
Author Note:

2BSBMKG609 DEVELOP A MARKETING PLAN
Organizational Overview
Vision Statement of Houzit
The Vision Statement of Houzit is to get recognized as national retail brand that caters to
the needs of home makers where they provides range of unique, high quality Homeware. The
offerings of Houzit should be made available by paying through payment plan.
Mission Statement of Houzit
The Mission Statement of Houzit is to get recognized in the retail market by 2020 where
they will have presence in and across the world. The company offers Homeware in every
Australian capital city that consists of 15 stores based in Brisbane.
Organizational objectives
 To increase sale from $15 million per year to $20 million per year within next 3 years
 To increase loyalty customers list from 10,000 to 15,000
 To aim at establishing brand in Brisbane
Opportunities
 Growing market
 Increased sales opportunities
 Possibility for market growth
 Possibility for market expansion in the near future

3BSBMKG609 DEVELOP A MARKETING PLAN
SWOT analysis
Strengths
 High customer loyalty
 Excellent staff members
 Wide variety of products
 Large retail space
Weakness
 Limited marketing budget
 Lack of brand awareness
 Struggle to continuity fund that hampers the long-term repayment plan as a whole
Opportunities
 Growing market
 Increased sales opportunities
 Possibility for market growth
 Possibility for market expansion in the near future
Threats
 Intense competition
 High inflation rates

4BSBMKG609 DEVELOP A MARKETING PLAN
Marketing opportunities meeting objectives
There are several marketing opportunities that should be taken into consideration by
Houzit so that the company is able to meet future goals and objectives. Some of the marketing
opportunities are as follows with proper justification:
 Houzit plan to manage easy payment terms as well as supplies 3-year guarantee on each
of the sold items
 Each customer are unique by nature and they posses specific characteristics, traits or
features that are follows:
One of the types of customer is sophisticated shopper whose main aim is to drive easy to
access store where they need proper payment plans for extended period. For instance,
renovators as well as new home builders
Some of the customers who are demanding for high quality products and unique items come
under the category from mass-produced as well as low quality items
Even the customers who ask for large selection of choices where they do not accept limited
selection of home ware.
Tactics
 One of the tactics that should be used for implementation is by focusing upon existing
customers by giving them loyalty programs and discount. By this Act, there will be
retention of existing customers within the company as well as it will lead to long-term
association at the same time

5BSBMKG609 DEVELOP A MARKETING PLAN
 One of the tactics that should be used for implementation is by viewing at the store
location. Location of store is vital factor where lot of customers can be gained. If it is a
busy street, then there will be more customers who will come to purchase the products
offered at Houzit
 One of the tactics that should be used for implementation is by working hard by
sponsoring events so that brand value is enhanced in the Brisbane area.