Detailed Marketing Plan Analysis for Houzit, Brisbane, Australia

This report presents a comprehensive marketing plan for Houzit, a Brisbane-based interior design company. It begins with an organizational overview, detailing Houzit's strategic direction, objectives, current capabilities, and resources. The report identifies and evaluates two key marketing opportunities for revenue generation and financial strengthening, recommending a marketing mix strategy focusing on customer awareness and a life cycle model to review marketing performance. The plan includes a detailed timeline with specific steps, KPIs, resource identification, and promotional mix decisions. The report also provides an executive summary, SWOT analysis, and marketing objectives. The plan incorporates digital marketing strategies, pricing, and place strategies, as well as discussions with existing suppliers, budget formation, and a final evaluation with recommendations for implementation. The plan aims to increase revenue and market penetration. The report is a detailed analysis of the marketing plan, providing a timeline for implementation and evaluation.

Running head: MARKETING PLAN
Task 1.
1. Organizational overview:
Houzit was a Brisbane based company which marketed household fittings meant for
bedroom, bathroom, mirrors and ornamental accessories. The company had a strong position in
the interior decoration market in Brisbane which was evident from the presence of 15 stores
within the city. The company employed around 20 full time employees and several outsourced
employees. The main components of the revenue generation of Houzit consisted of bathroom
accessories, bedroom furniture, mirrors and ornamental fixtures and accessory fixtures in the
ratio of 30, 35. 20 and 15 percent.
1(a). Strategic direction and organizational objectives:
The strategic direction of Houzit was to emerge as a national level interior retailing
company. The company sought to cater to the customers with superior quality interior designing
products. The mission or the objectives of Houzit were to expand into every Australian state
capital city, reaching to 100 outlets throughout Australia.
1(b). Current size, capabilities and resources of Houzit including in notable strengths and
weaknesses:
The current size of Houzit was commendable with around 15 stores in Brisbance alone.
The company was financially strong. The resources of the company consisted of financial
resources, human resources and its strong goodwill, all of which attributed to the strength of
Houzit. The weakness of Houzit were its weak marketing strategies along with continuous
expenditure which had to be borne to maintain the discounts and repayment opportunities to
customers.

1
MARKETING PLAN
1(c). Identify any gaps between objectives and current capabilities and resources:
The objectives of Houzit was to open offices in every state capital in Australia and
targeted to reach a 100 store benchmark. The company’s current capabilities of the company was
not par with its aim. Firstly, the company did have a strong marketing strategy and secondly,
suffered from slow recovery of debts from customers. Thus, it is evident the company generated
low revenue which in turn impacted its financial resources.
2. Opportunities:
1. Identifying two marketing opportunities that meet the objectives and evaluate the risks
and benefits of each opportunity:
The two marketing opportunities which Houzit could exploit consisted of to increase its
revenue generation and strengthen its financial resources were marketing its products and
bringing out more innovative products.
2. Recommended opportunities:
a. The marketing mix strategy should of Houzit should emphasize on creating awareness among
consumers about its products. The marketing mix should be developed by taking into
expectations and demands of products from the customer.
b. The marketing strategy would be aligned with the strategic direction of the retail company by
taking into account the aforementioned marketing objectives of the company.
c. The company should use life cycle model to review marketing performances. A customer
longer life cycle of should reveal strong financial performance and vice versa.
d. Matric to be used to measure the customer life cycle would be profit generation.

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MARKETING PLAN
Tactics:
Particulars of the marketing plan of Houzit, Australia Time(months)
Step 1. Setting of clear marketing objectives 0.5
Preparing of short, medium and long term marketing
aims 0.5
Step 2. Setting KPIs to measure the performance of the
marketing plan 2
Financial KPIs 1
Nonfinancial KPIs 1
Step 3. Analysis of the past records 1
Step 4. Develop customer personas 2
Step 5. Identifying the resources 3
Financial resources 1
Human resources 1
Technological resources 1
Step 6. Apex management decides on promotional mix 2
Selection of marketing channel, evaluation of the same and
submission of digital marketing plan to the management
(promotional aspect of makreting mix) 1
Selection of marketing channel including newspaper, audio-
visual marketing channel and digital marketing
channel(promotional aspect of makreting mix) 1
Step 7. Apex management holds discussion on pricing and
place strategies of marketing mix 2
Step 8. Apex management holds discussion on existing
suppliers 10
Apex management holds discussion with existing suppliers 2
Evaluation of resources acquired in step 5 2
Formation of budget 6
Stpe 9. Evaluation of the marketing plan 6
Step 10. Submission of report to the management 2
Total 30.5

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MARKETING PLAN
Task 2:
1. a. Executive summary:
Houzit was an Australian interior faucet and fixtures marketing company based in
Brisbane. The marketing plan of the company wanted to achieve higher revenue generation and
business expansion to a 100 outlet benchmark.
1.b. SWOT
Strengths:
1. Financially strong
2. Strong market position
Weaknesses:
1. Weak marketing techniques
2. Weak customers management and debt
recovery policies
Opportunities:
1. Marketing of products
2. Innovation
Threats:
1. Legal change(mentioned in the case study)
2. Competition from stronger rivals.
1.c. Marketing objectives:
1. Increasing revenue
2. Increasing market penetration.
1d and e
Particulars of the plan of Cocoa Delight, Australia Time(months)
Step 1. Setting of clear marketing objectives 1
Preparing of short, medium and long term marketing aims 1
Step 2. Setting KPIs to measure the performance of the digital plan 4

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MARKETING PLAN
Financial KPIs 2
Nonfinancial KPIs 2
Step 3. Analysis of the past records 2
Step 4. Develop customer personas 2
Step 5. Identifying the resources 3
Financial resources 1
Human resources 1
Technological resources 1
Step 6. Apex management decides on promotional mix 2
Selection of marketing channel, evaluation of the same and submission of digital
marketing plan to the management (promotional aspect of makreting mix) 1
Selection of marketing channel including newspaper, audio-visual marketing channel
and digital marketing channel(promotional aspect of makreting mix) 1
Step 7. Apex management holds discussion on pricing and place strategies of
marketing mix: Incorporates ecommerce marketing 6
Step 8. Apex management holds discussion on existing suppliers 20
Apex management holds discussion with existing suppliers and acquisition of
overseas suppliers 12
Evaluation of resources acquired in step 5 2
Formation of budget(Rectification of anomalies) 6
Stpe 9. Evaluation of the marketing plan 6
Step 10. Submission of report to the management for implementation 2
Total 48