Executive Summary: Houzit Retail Brand Marketing Plan Analysis

This report presents an executive summary of the marketing plan for Houzit, a retail brand specializing in homewares. The plan outlines Houzit's vision to become a national brand with a significant retail presence across Australia. It details the company's mission, marketing objectives (including increasing sales, expanding stores, and enhancing brand recognition), and strategies, such as digital marketing, penetrative pricing, and loyalty programs. A SWOT analysis highlights the company's strengths (skilled staff, great retail space), weaknesses (limited marketing budget), opportunities (market growth), and threats (competition). The report includes implementation tactics with timelines, costing, and responsibilities, focusing on digital marketing and store expansion. Performance review strategies emphasize brand image and customer satisfaction. The plan aims for continued training and stakeholder communication to achieve customer satisfaction and brand awareness. The report provides a comprehensive overview of Houzit's marketing approach to achieve its business goals.

Assessment Task 2
Executive summary
Vision
Houzit will be a national retail brand, catering to the needs of home makers with
a range of unique, high quality homewares made accessible to all through our
easy to manage payment plan.
Mission
By 2020, Houzit will have a significant retail presence in homewares in every
Australian capital city, starting with 15 stores in grater Brisbane area and growing
to 100 Australia wide.
The marketing plan has shown the strength and weakness of the company
current operations, with suggestions of improving the market shares and new
potential audience. All stakeholders need to be fully aware of the current
marketing plan and performed accordingly in order to achieve maximum benefits
upon the introduction of the new marketing plan.
SWOT analysis
Strengths:
 Excellent staff who are highly skilled and knowledgeable about home wares.
 Great retail space that is bright, functional and efficient for a commercial
urban district.
 High customer loyalty among repeat customers.
 Assortment of offerings that exceed competitors’ offerings in
quality, range and accessibility.
Weaknesses:
 A limited marketing budget to develop brand awareness due to the lack of
critical mass and store cover.
 The struggle to continually fund the growing long-term repayment plans
taken out by our customers.
Opportunities:
 A growing market in a high growth area with a significant percentage of the
target market still not aware of Houzit’s offer.
 Increasing sales opportunities outside of our target area – greater Brisbane.
Threats:
 Competition from local independent retailers can drive down prices, as
owner operators have lover overhead costs than our staff-run stores.
 Competition from national chains moving into the Brisbane market.

 A slump in the economy reducing customer's disposable income spent on
home wares.
Marketing objectives
• Increase sales from $15 million per year to $20 million per year in the next
three years
• Expand numbers of retail stores in every Australian capital city
• Increase our loyalty customers list from 10, 000 to 15,000
• Establish brand recognition in Brisbane so that at least 1 in 3 people
recognise their brand in a random survey taken in 18 months time.
• Expand to over 100 stores by 2020
Strategies
• Joint venture
• Franchise
• Digital maketing
• Gain more brand recognition by using three channels to gain
• Loyalty program—-discounts, well fares and perks, exclusive to members
• Brand images——working hard to sponsor of events
• Increase product range, providing high quality home wares made accessible to
all through our easy to manage payment plan
In order to meet the organizational objectives, Houzit could focus on digital
marketing since it could help to connect with peopled around the world within a
short time. In addition, the company focuses on penetrative pricing strategies.
This could help to increase the market share by selling the products and service
comparatively at low price
The strategies selected to achieve marketing objective
Digital Marketing
An effective digital marketing strategy will help you take the right decisions to
make a company successful online. A strategy process model provides a
framework that gives a logical sequence to follow to ensure inclusion of all key
activities of strategy development and implementation. In addition, the company
focuses on penetrative pricing strategies. This could help to increase the market
share by selling the products and service comparatively at low price
Implementation

Tactics
• Research target groups
• Selecting places for new stores
• Create content for online advertising/promotion
• Introduce brand membership: membership application for customers, differentiate
prices between membership price and non-membership price
• Introduce online shopping arrangements
Scheduling of
activities to enact
the strategy
TIMEFRA
ME
Costing Roles
and
responsibi
lities
COORDINATI
ON &
MONITORIN
G
KPIs
Research target
groups
3 months $500 Marketing
assistants
Marketing
manager &
team to do
the research
Sales
increase
Identify suitable
areas/suburbs
3 months $500 Managem
ent team
Finance &
marketing
team to plan
the new
store
Sales
increase
Introduce online
shopping
1 months $500 Marketing
assistants
Marketing
manager &
team to do
the research
Customer
increse
Come up with
competition
games for online
promotion
1 months $200 Marketing
assistants
Marketing
manager &
team to do
the research
The
amount of
people
entering
the
competiti
on
Create content
for online
advertising/prom
otion
2 months $2500 Art
creative
personnel
/team
Marketing
manager &
team to do
the research
The
amount of
people
entering
into
Houzit
website
during the
campaign.
Implement the
activity
1 months $5000 Marketing
team
Marketing
manager &
team to do
the research
The
amount of
people
entering
into

Houzit
website
Monitoring
results
1 months $1000 Marketing
manager
Marketing
manager &
team to
estimate the
result
Customer
satisfactio
n
Implement stores
expansion
6 months $100 00 Managem
ent team
Finance &
marketing
team to
implement
stores
Sales
increase
Hire new staff for
expansion
training
1 months $10000 HR team HR to do the
hiring and
find the
most
suitable
candidates
Sales
increase
The above table shows briefly the process of implementation mentioned in the
marketing strategy. In addition, there will be a team responsible to monitor each
project implementation, which includes below:
• Check regular progress
• Ensure weekly follow up meeting is in place
• Monitoring team reports
• Monitoring meetings
Reason for choosing particular tactics
Stores expansion Number of potential customers
Introduce online shopping Expanding service range, not only local
market but also national wide market
Create content for online
advertising/promotion
Number of potential customers
Introduce brand membership to
increase the number of loyalty
customers
Possibilities of future purchasing from
those customers and increase sales
Performance Review
We are extremely creative our brand images, meanwhile we will come up with
different product designs, different variants which make our brand more unique
appeal to our target market. Houzit will be aware and in demand from people all
over Australia in the near future.
We will plan for continue training all our staff weekly also communicate with
stakeholder to make it better brand satisfaction to customer. There is hardly any
customer that will buy our homewares who would not want be back again – we

appreciate royal and welcoming on repeated customers who always buy over and
over again.
We keep our optimistic goals and always be surely as according to our research
result studies and we are enthusiastic and confident that Brand awareness is the
right things to launch for this type of business before spreading to other cities all
across Australia