Marketing Plan: Opportunities for Houzit Homeware Store Expansion

This report presents a marketing plan for Houzit, a homeware store chain based in Brisbane, aiming to expand its operations across Australia. The plan analyzes two key opportunities: Houzit's established presence and product range, and its strong customer base of affluent individuals aged 20-50. The marketing strategy focuses on product (high-quality homeware), place (Brisbane and other major cities), price ($150-$200), and promotion (social media and in-store advertising). The plan outlines marketing performance metrics (brand awareness, customer engagement), tactics (social media campaigns, leaflet distribution), costing ($50,000 budget), and responsibilities. It also addresses legal and ethical requirements, emphasizing product authenticity and warranties. The conclusion highlights the potential for successful expansion, emphasizing the importance of maintaining product quality and targeting the existing customer base.

Name of the Student
Name of the University
Author Note
Marketing Plan for Houzit
Homeware Store

Introduction
Houzit is a renowned chain of home-ware stores that
specializes in the manufacture and sale of household
goods such as decorative items for the bedrooms
and the bathrooms, mirrors and other types of
fittings, all of which are made available to customers
at affordable prices and on easy payment terms.
Houzit is currently based in Brisbane, with operations
being carried out from its head office in Milton.
This report prepares a marketing plan by analyzing
two significant opportunities that Houzit can take
advantage of, based on its present situation in the
Australian market, to expand to other prominent
cities and towns in the country as well.

Vision of the Company
Houzit aims at being a renowned national
retail brand by catering to the requirements
of home makers through the provision of
high quality and unique homewares that
will be made available to customers via
payment plans that are flexible and easy to
manage..

Mission of the Company
By the year of 2020, Houzit aims to hold a
very important retail presence in every city
and town of Australia, as far as home-ware
items are concerned, by first expanding to
as many as fifteen stores in Brisbane itself
and then opening another 100 stores all
over the country.

Organizational Objectives
The Houzit company aims at increasing the sales profit
from as much as $ 15 million in a year to approximately
$ 20 million in a year over the next three years
The store wishes to establish what may be termed as
brand recognition in the city of Brisbane, including
greater Brisbane, so that at least one person in every
three persons is able to identify and recognize the
brand rather easily during the random customer
surveys that will be undertaken at the end of eighteen
months.
The store aims at increasing the number of loyal
customers from ten thousand at present to around
fifteen thousand

Gaps between Organizational
Objectives and Current Resources
There aren’t too many gaps between the
organization’s objectives and its current
capabilities and resources.
 Houzit has been doing well for itself in
Brisbane and has the resources necessary to
expand to other cities and towns in Australia.
The fact that the organization provides high
quality products to an established and posh
clientele implies that it is more than likely to
meet its objectives when expanding to other
Australian towns and cities as well.

Identification of Marketing
Opportunities
In operation for more than 5 Years and
produces a wide range of Household goods
The first opportunity that Houzit has in
order to be able to expand now its
operations to the rest of the country, is
that this is a business which has been in
existence for as many as five years.
Over the last five years, Houzit has
developed an extensive range of home
wares that it makes available to
customers on easy payment terms

Risks
Customers are likely to have high
expectations from Houzit products and may
get disappointed easily if any new product
is not up to the mark
The easy payment terms can be taken
advantage of by certain customers who can
stall on payments citing some issue or the
other.

Benefits
Owing to the fact that Houzit has been in
operation for the last 5 years, it has a thorough
understanding of the Australian market for home
wares, knowing what it is that must be produced
in order to attract customers in large numbers.
The second benefit of this opportunity is that
since Houzit makes a wide range of home ware
items available to customers, those who are on
the look out for home wares of different types
will flock in large numbers to the Houzit stores
because of the fantastic variety of products on
offer here.

2nd Opportunity
Good Target Market
The second opportunity that Houzit has for
expansion in Brisbane and other parts of
Australia is the fact that it has a good client
base. Most of the customers for home ware
products offered by Houzit are from well to do
households, who are willing to drive over to
easy to access stores to get what they want.
The target customer base is also quite
expansive in nature, with target customers
being aged between twenty years old and fifty
years old on an average.

Risks
It may not be always possible to retain such a large
customer base when expanding operations to other
Australian cities and towns as well, as customers
here may not be of the same temperament or have
the same preferences for home ware products as
the customers in Brisbane.
Customers who are in the age group of twenty
years to fifty years tend to get disinterested easily,
largely due to their spending power, and retaining
the interest in home ware products over the long
term is itself a challenge, a challenge which may be
present when expanding to other Australian cities
and towns as well.

Benefits
Customers in the age group of twenty years
to fifty years have excellent spending
power and will be able to afford easily, all
the home ware products that are launched
in the market by Houzit
Sophisticated clientele will always have a
preference for elegant and unique
products, as made available by a company
like Houzit