Marketing Management Report: Houzit's Strategic Analysis

This marketing management report analyzes Houzit, a Brisbane-based homeware store, focusing on its strategic direction, market performance, and potential for growth. The report begins with an organizational overview, detailing Houzit's objectives, strengths, weaknesses, and opportunities, including digital marketing and pricing strategies. It evaluates risks and benefits associated with these opportunities. The report emphasizes the importance of understanding customer demographics and implementing a 4Ps marketing mix to increase sales. Detailed marketing performance metrics, such as brand awareness and customer loyalty, are discussed, along with tactics for scheduling marketing activities and associated costing. The report also addresses legal and ethical requirements, concluding with an assessment of how Houzit can maintain a competitive position in the market. References to academic sources support the analysis.

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student
Name of the University
Author note

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Organizational overview
Houzit is a homeware stores that is situated in Brisbane that specializes in bedroom,
washroom and decorative items as well. The objectives of the organization are to increase
their sales in the next few years along with increase in the list of the loyal customers.
Furthermore, the objective is to establish proper recognition of brand as this will help in
recognizing the company easily in the future. The strategic direction adapted by Houzit is
they are entering into fifth year of the operations and planning to manage the different terms
of payment (Kim et al. 2014).
The current size of the organization is 1000-1500 m2 and the number of employees
working is more than 15 working full time and several casual employees as well. The
strengths are they have excellent staff members who are highly skilled and it is good retail
space in the urban district. They provide high loyalty to the customers as well and offering
are huge in nature in terms of range as well as accessibility. The weaknesses are the budget of
the marketing is limited and awareness of brand is low as well. There is struggle in the
continually funding those customers for the long term repayments (Baker and Saren 2016).
The gaps that has been found in the objectives are that proper establishment of the
brand recognition has to be done by the respective store not only in Brisbane but also in other
countries as this will help them in gaining more popularity.
Opportunities
The two marketing opportunities are digital marketing and pricing strategies that are
penetrative in nature.
Evaluation of risks and benefits

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Digital marketing changes with the changing environment and this can change with
huge competition as well. The benefit associated is digital marketing has major types and
100% measurability is the great advantage as well.
Penetrative strategies of pricing have risk that the customer may leave the service at
any point of time and the products prices are more than competitors. The benefit is
maximization of the volume of sales (Wertenbroch 2015).
Houzit can emphasize on the demography as while designing the different products and
services, it should focus on the lifestyle of the individuals as well as other demographic
factors. The customers can stratify their needs buying those products and these are designed
based on the life as well (Malhotra 2016).
To increase the percentage of sales, Houzit could implement proper marketing mix
strategy of 4Ps. This is the strategy that covers the major parts of the business wherein
organization must develop and design products aligning to the lifestyle of the individuals.
Similarly, in order to increase the share in market Houzit should lower the prices and design
products effectively. Proper promotion is essential wherein Houzit needs to pay attention on
direct and personal selling. Lastly, Houzit can introduce online marketing as this will help
them in attracting customers (Yoo and Bai 2013).
The strategies mentioned above are related to the organizational objectives and goals.
The strategy of entering into the entire global market is aligned with strategy that will
increase the sales volume.
Detailed marketing performance
Houzit needs to differentiate the products and services from competitors. It will help
in promotion of brand store and maximize the visibility of prices. The competitor of Houzit is

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IKEA but Houzit has its presence in the entire world and it helped in gaining reputation as
well (Rafaeli et al. 2017).
Figure 2: Life cycle model
Metrics for measuring performance of market
 Brand awareness wherein Houzit needs to pay proper attention on increasing the
awareness among customers.
 Loyalty of customers wherein the company has to provide some tangible and
intangible benefits
 Acquisition of customers wherein in order to increase the sales volume, it is essential
to attract more customers towards their services and products
Tactics
Scheduling for marketing activities

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 Costing is essential in order to increase their business globally, the company requires
huge amount of capital
 Key Performance Indicators as this will help Houzit in accessing the success of the
organization in which they operate
Legal and ethical requirements
 The selected tactics will help in both legal as well as ethical aspects of business. For
instance- When the organization is properly following the ethics it helps in gaining
reputation in the business
 If the company understands the social value, the customers will be attracted towards it
These tactics will help in increasing the sale volumes of the company and expand their
business in other areas as well.
Tactics fitting within organizational resources
The tactics that are mentioned above are quite effective in nature and this will help in
attaining proper objectives in the organization as well. With limited budgets, the organization
needs to emphasize on the objective of increasing the sales. By implementation of digital
marketing, the company can target huge range of customers.
Conclusion
Therefore, it can be inferred that Houzit can face challenges from their competitors
and proper strategies has to be implemented in order to maintain competitive position in the
entire market. Proper implementation of strategies is essential in order to remain competitive
in the entire market.

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References
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Kim, K., Hayes, J.L., Avant, J.A. and Reid, L.N., 2014. Trends in advertising research: A
longitudinal analysis of leading advertising, marketing, and communication journals, 1980 to
2010. Journal of advertising, 43(3), pp.296-316.
Malhotra, N.K., 2016. Marketing in and for a Sustainable Society. Emerald Group
Publishing.
Rafaeli, A., Altman, D., Gremler, D.D., Huang, M.H., Grewal, D., Iyer, B., Parasuraman, A.
and de Ruyter, K., 2017. The future of frontline research: Invited commentaries. Journal of
Service Research, 20(1), pp.91-99.
Wertenbroch, K., 2015. From the Editor: An Opportunity for More Relevance from
Broadening Behavioral Research in Marketing. Journal of Marketing Behavior, 1(1), pp.1-7.
Yoo, M. and Bai, B., 2013. Customer loyalty marketing research: A comparative approach
between hospitality and business journals. International Journal of Hospitality
Management, 33, pp.166-177.