Developing a Marketing Plan for Houzit Homewares Expansion

This report outlines a marketing plan for Houzit Homewares, an Australian company specializing in quality home ware products, as it aims to expand its operations beyond Brisbane. The plan includes a situational analysis using SWOT, identifying strengths in product quality and knowledgeable staff, weaknesses in limited marketing budget and customer credit issues, opportunities in the strong desire for home decoration, and threats from competitors offering lower-priced alternatives. The marketing objectives focus on reaching a wide customer base, increasing sales, catering to diverse income levels, and achieving recognition for high-quality goods. The marketing mix strategies involve marketing existing products like kitchen and bathroom fittings, bedroom furnishings, mirrors and decorative items through departmental stores, supermarkets, and online platforms, pricing products affordably (around $100), and promoting products through e-commerce and social media platforms.

Running Head: MARKETING PLAN FOR HOUZIT HOMEWARES
Marketing Plan for Houzit Homewares
Name of the Student
Name of the University
Author Note

Executive Summary
Houzit is an important company in Brisbane that specializes in the provision of quality home
ware products like bathroom fittings, kitchen fittings and accessories, bedroom furnishings,
mirrors and decorative items. It aims to expand its operations to other prominent cities and
towns in Australia based on its success in Brisbane and the greater Brisbane area in
particular. This report prepares a marketing plan based on detailed situational analysis and
two important marketing opportunities, that is, the introduction of new types of kitchen
fittings and accessories and the use of e-commerce platforms, which it can use to market its
products in the new areas of operation.

Table of Contents
Table of Contents
Background................................................................................................................................3
Swot Analysis.............................................................................................................................3
Marketing Objectives.................................................................................................................4
Marketing Mix...........................................................................................................................5
Bibliography...............................................................................................................................6

Background
Houzit is a well-known Australian company that specializes in the production of
quality home ware for customers in Brisbane. It runs as many as 15 stores in the city of
Brisbane, all of which are coordinated from the head office of the company that is situated in
Milton. Based on its business success in Brisbane and in the Greater Brisbane area in
particular, the Houzit Company intends on expanding operations to other parts of Australia.
This report prepares a marketing plan based on detailed situational analysis and two crucial
marketing opportunities, namely the use of e-commerce platforms to reach out to a wider
audience and the introduction of new kitchen products like kitchen fittings and accessories,
using which Houzit can expand business further to other prominent cities and towns in
Australia.
Swot Analysis
Strengths – The main strength associated with a company like Houzit is the fact that it deals
in quality bathroom and kitchen fittings and accessories. Its products cater to a sophisticated
and elegant clientele, and are well known for their beautiful designs, wide range, easy
accessibility and easy usability. The staff working at the Houzit stores are very
knowledgeable and are capable of addressing any and every query related to home ware
products. Houzit also has a loyal customer base, and it creates a retain space which is bright,
efficient and functional for urban and commercial districts.
Weaknesses – Most of the Houzit products like kitchen fittings, bathroom fittings, bedroom
furnishings, mirrors and decorative items are those that are quite exclusive in nature and can
only be afforded by a specific elite clientele. The lack of critical mass and store cover implies
also that Houzit has a very limited budget for marketing activities. It is also low on funds

because of the inability of several customers to repay for the products that they borrow on
credit from the Houzit stores.
Opportunities – Almost every person in Australia today holds the desire to decorate their
homes in the best possible way. There are very few high income and middle-income people
in Australia who do not live in beautifully furnished homes and apartments. It is therefore
expected that the products launched by Houzit in other cities and towns in Australia will be
those that are much in demand by the people living over here.
Threats – There are other companies in Australia that offer products which are similar to
those manufactured and sold by Houzit, but which are made available to the Australian
population at a much lower price. The fact that the Houzit home ware prices are higher than
others in the market because of their quality and sophisticated designs may turn out to be
problematic when expanding to other cities and towns, where stores offering home ware at
lower prices may be preferred to the products that are sold by Houzit. Competition can be
expected from both local as well as national retailers in home ware products in the Australian
market, and the recent slump in the economy can also impact the ability of customers to pay
for Houzit products.
Marketing Objectives
 The primary objective of the Houzit Company is to reach out to a wide customer base
in the cities and towns of Australia that it expands its operations to.
 To increase sales within the first six months of operation
 To cater to the demands of both high and middle income customers in the new areas
of its business operations
 To attain growing demand and recognition for its high quality home ware goods.

Marketing Mix
Product – The product to be marketed in the new location includes mirrors, decorative
items, bedroom furnishings, bathroom fittings, and kitchen fittings and accessories, all of
which Houzit is already famous for in the Australian city of Brisbane.
Place - The place where the Houzit home ware products shall be marketed are
departmental stores and super markets in the new cities and towns that Houzit expands its
operations to. Houzit products will also be made available to customers online.
Price – The Houzit products will be kept affordably priced for the benefit of customers in
the new cities and towns of operation. The average price of a Houzit product will be
limited to $ 100 in spite of its high quality and elegant design so that customers of diverse
budgets can be in a position to afford it.
Promotion – The Houzit Company will take advantage of e-commerce platforms and
social media platforms to market its extensive range of bathroom fittings, bedroom
furnishings, mirrors, decorative items, kitchen fittings and accessories.

Bibliography
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