BSBMKG609 Develop a Marketing Plan for Houzit Store Expansion

This report presents a marketing plan for Houzit, a homewares store based in Brisbane, aiming to expand its business throughout Australia. The plan outlines the company's organizational overview, including its mission to open 100 stores by 2020 and key objectives such as increasing sales, growing loyalty program membership, and enhancing brand recognition. The report identifies opportunities for expansion outside Brisbane and leveraging customer offers to attract potential buyers. It recommends tactics like newspaper and catalogue advertisements to increase brand awareness and sales, aligning with the company's objectives. The marketing performance strategy suggests using life cycle analysis, measured by the increase in loyalty members, to quantify performance. Despite having knowledgeable staff, the plan acknowledges challenges such as limited funding for brand awareness programs and proposes strategies to overcome these obstacles and achieve the company's expansion goals.

BSBMKG609 Develop a marketing plan
Task 1

Organizational overview
Houzit is a homewares stores based on Brisbane and mainly sells decorative items, mirrors,
bedroom fittings and bathroom fittings. Their business is expended throughout the Brisbane
as they have total of 15 stores in different location and every office reports to the main office
which is situated in the Milton. According to their CEO, within the year of 2020 they want to
extent their business by opening 100 stores all over the Australia. In order to achieve the
mission several objectives are identified which are listed below.
 They want to increase their sales hence revenue from 15 million dollar per year to 20
dollar per year within next three year.
 They also provide loyalty programs where buyers can entitle their self by start buying
products from any shop. Their goal is to increase the loyalty member list from 10,000
to 15,000.
 They also want to increase their brand recognition so that at least 1 in 3 people
recognise our brand in a random survey taken in 18 months.
Even though they have excellent staff with highly knowledge and skilled there are several
gap identified which could hinder the progression of the plan. For instance, brand
awareness programs needs huge amount of investment which can only achieved though
ads and billboards. Their current fund is very limited which is one of the critical issue and
currently hindering them to achieve the project objectives.
Opportunities
By analysing the case study, certain opportunities are identified which are listed below.
 They have huge opportunities to increase their sale outside Brisbane by extending
their business all over the Australia.

 As they are a growing company they often provide offers for their customers, another
opportunities is to familiarize more people about such offers in order to attract them.
It is highly recommended to focus on the offer programs for some certain reasons. As
they does not have sufficient fund to extend their business over a night, they could rely on the
advertising programs to familiarize the potential buyers about their offers and attract them to
make a purchase and increase the loyalty member list as well. This strategy will assist them
to earn more revenue and with the help of huge fund they could extend their business to
increase their business in all over the Australia.
The strategic plan also aligned perfectly with the organizational strategies as it will assist
the company to fulfil several objectives. While familiarizing potential buyers about the offers
they would also know about the brand which leads brand awareness and will also assist to
increase the loyalty member list as well.
In order to review the marketing performance strategy, life cycle analysis is recommend
which could be performed by metrics utilized in quantify the performance by comparing the
new loyalty members that add to the existing number of loyalty member over a period of
time.
Tactics:
Newspaper advertisement could be a very appropriate as it will increase the brand awareness
and also familiarize the potential buyers about on-going offers. Additionally, catalogue
advertisement can be considered.
For newspaper advertisement the cost will be around 30 dollar per advertisement and around
20 dollar for catalogue advertisement.

The responsibility of the company will be to deliver the promised offer as advertised I the
newspaper and catalogues.
The tactics is appropriate for the Houzit as it fits the organizational objectives which will
assist the company to increase the brand recognition along with the sales.