Apex Institute BSBMKG603: Managing Houzit Marketing Process Project

This project presents a comprehensive marketing management plan for "Houzit", addressing key aspects such as marketing activities, integration of organizational functions, performance monitoring, and delegation of responsibilities. It outlines specific marketing activities including magazine and website promotions, in-store promotions, and the use of market research to identify trends. The plan details the use of Key Performance Indicators (KPIs) like Return on Market Investment (ROMI) and market share, and also includes a meeting minutes template and a communication strategy. Furthermore, the project describes strategies for employee training and feedback mechanisms, encompassing resource allocation, and a role-play scenario demonstrating a presentation of the marketing plan to the CEO, emphasizing the importance of market analysis, setting marketing objectives, and outlining promotional strategies to achieve growth. The project also covers coaching and mentoring of staff involved in marketing activities and includes a discussion of corrective actions.

Running head: MANAGE MARKETING PROCESS
Manage Marketing Process
Name of the Student:
Name of the University:
Author’s Note

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Table of Contents
Part 1................................................................................................................................................3
Task A..........................................................................................................................................3
Marketing Activities....................................................................................................................3
Integration of organisational activities........................................................................................4
Monitor progress:.............................................................................................................................4
Distributing and pricing:..................................................................................................................4
KPIs:................................................................................................................................................5
Delegation:.......................................................................................................................................5
Task B..........................................................................................................................................6
Task C..........................................................................................................................................8
Task D..........................................................................................................................................9
Part 2..............................................................................................................................................10
Task A........................................................................................................................................10
Task B........................................................................................................................................11
Part 3..............................................................................................................................................13
Analysis.....................................................................................................................................13
KPIs...........................................................................................................................................13
Targets.......................................................................................................................................13
Reference.......................................................................................................................................14

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Part 1
Task A
Marketing Activities
The aim of the management of Houzit is to enhance the sales of the business so that the
business is able to generate appropriate revenue. The management of the company is planning to
enhance the marketing activities of the business. The management of the company recognizes
that the next six months of the business would be a growth phase and therefore in order to
enhance the sales of the business, the management of the company needs to focus more on
effective promotion strategies for the business. The management of the company has identified
that the several of the homeware magazines are selling their space and the competitors are
cutting advertisement costs. This is an opportunity for the business to effectively use this form of
advertisement for promoting the products which is offered by the business. One other activity
which is undertaken by the business which shows the potential of the business is that the
management is also using online website promotion as well as in store promotions which is an
effective manner for promoting the products of the business. Similarly, the business has hired
Lamberts-consulting which is engaged in marketing survey and audit so that the trends of the
market can be identified.
The steps which can be taken for ensuring that the marketing goal are closely followed, a
proper strategic plan and implementation plan needs to be formulated which would direct the
executives regarding different activities which needs to be undertaken by the business. In
addition to this, recognition of the market trend is very important for which the Lamberts-
consulting would be beneficial.

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Integration of organisational activities
In order to appropriately integrate the activities of the business for proper marketing the
products of the business, the management needs to properly monitor different activities of the
business such as sales, marketing and promotion so that the same is properly implemented. The
management of the company also needs to segregate the duties of different section to different
supervisor and team so that efficiency can be maintained in the operations of the business. The
management of the company also needs to set a different marketing budget so that the business is
able to extensively advertise the products of the business which would in turn enhance the sales
of the business and increase the revenue of the business.
Monitor progress:
The product, distribution, pricing and marketing communication policies can be changed
using the market changes, marketing objective and organizational requirements. The product
knowledge analyses the typical Houzit customer behavioural aspects. Moreover, coordination for
the distribution of stock needs to be done on timely basis. The pricing with respect to both
quantity and quality needs to be evaluated, where pricing for imported product is forecasted
using forex exchange rates. Utilising the Proper channel of communication for addressing the
issues that might emerge. Therefore, the plan needs to be evaluated for addressing timely
responses for the marketing communications for each marketing activity.
Distributing and pricing:
The distribution platform of the organization can be improved by using online marketing
measures, while increasing the number of customers, average order size and number of repeat

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purchases. Therefore, online shopping measures needs to be adopted, which will enable benefits
such as convenience, better prices, additional variety, fewer expenses, price comparisons and less
compulsive shopping. Thus, monitoring the customer order size and repeat purchases is essential
for the organization.
Monitoring of the competitors’ prices is also essential, as it helps in reducing the
competitive level in the market. In addition, the relevant comparisons need to be conducted of
monitoring the current prices of the organization through different search engines. Therefore,
without monitoring the competitor prices sales will be lost because of price differences.
KPIs:
The KPIs can be achieved by using the Return-of-Market-investment (ROMI) and market
Share measures. The use of Return-of-Market-investment (ROMI)is mainly used for measuring
the effectiveness of the marketing campaign used by the organisation. Thus, the ROMI is used in
only advertising for detecting the span of the broadcast and social media success of their
marketing program. The ROMI can be provided monthly for adequately analysing all the
relevant in achievements that have been made by the sale and marketing team.
The market share metric can also be used for the measurement of the performance, as it is
the key indicator of the success that has been achieved after implementing the marketing
campaigns, CRM programs or branding initiatives. Therefore, increasing market share mainly
allows the organisation to embrace the improving market trend, as the strategies directly
influence the market and its competitors.
Delegation:

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Mari will be handing the Homeware Magazine and PR, while Tony will be handling
website promotions. The roles and responsibilities for various marketing activities can be
improved by using six relevant measures, which are depicted as follows.
 Building a relationship among team
 Assigning the right task to the right person
 Clarifying the commitment required in the workspace
 Acknowledging the collaborating technology
 Conducting weekly meetings
 Being available for the encouragement of individuals
Task B
Meeting Minutes Template
Date: 12/09/2019 Time: 2.00 p.m.
Location: Houzit Head Office Meeting Type: Official
Meeting Called By: CEO Time Keeper: Secretary
Scribe:
Attendees:
Absentees:
Meeting Started at 2.30 p.m.
Main Points Discussed

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The meeting is conducted to discussed the marketing strategy which would be followed by the
business and the key area of focus which the business would be following. The main points
which was discussed are:
 Delegation of work for Marketing Proposal
 Marketing Budget Required and forecasted increase in sales
 Rationale behind focus on different marketing activities
Decisions Taken
The decisions which is taken by the management of Houzit are reflected in points forms
which is provided below in details:
 The management of the company approved the decision and the plan of the marketing
team to focus effectively on advertisement and promotional activities. The management
anticipates that the same would be increasing the sales of the business. The management
approves that it would be proceeding forward with homeware magazine advertisement
and PR, website advertisement and even in store promotion for gaining maximum out of
the next 6 months season. Tony would be leading the website advertisement team for
effective promotion and Marie would be heading the Magazine promotion and PR. The
marketing manager would be supervising the operations such executives. In case of in
store promotion, store manager would be responsible for promotion.
 The management of the company also came to decision that the business would be
investing significantly on advertisement and promotion. The management has directed
the finance department to provide as much funds which is required for the purpose of
promoting the activities and products of the business.

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 The management decided to move forward with homeware magazine and PR as the same
is a popular and the competitors of the business are not using the same and the
management anticipates that it would attract customers. The website promotion would be
increasing the reach of the business and therefore the same is approved.
Documents Provided/Circulated
 Forecasted Marketing Expenses and Anticipated increase in Revenue.
 Listed of Executives who are provided roles
 Timeline for Different activities and its period of Implementation.
Next Meeting:
The next meeting will be held on 25/09/2019 at the head office at the same time.
Task C
The communication strategy would start from the marketing manager, who is responsible
for Face-to-face meetings, email communication, reviewing of current marketing performance,
and discussion on destitution of pricing. The relevant communication also needs to be conducted
by Mari who is responsible for Advertising/PR. Mari needs to conduct Face-to-face meetings,
email communications and advertisement gimmicks such as flyers, poster, etc. This
communication would be beneficial for advertisement campaigns for meeting the marketing
objective. Tony also need to conduct Face-to-face meetings, and email communication with the
team for appropriately improving the delivery of web architecture upcoming marketing
campaigns. Lastly, both Lamberts Consulting and Respective Outlet Staff will also be
communicating by using Face-to-face meetings, email communication for accurately and timely
delivering the relevant information to the individuals.

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Task D
Role Play
Me: Good Afternoon everyone, I hope you all are having a wonderful day. I would like to thank
our CEO for joining us for the Presentation.
CEO: I would like to see what you have prepared for the marketing area of our operations.
Me: Yes sir, let’s go into business. I would like to open my presentation with the fact that market
is very favourable for achieving growth. I have received a report from Lamberts-Consulting
which states that the growth in sales of our product in the market has been around 10% and the
overall sale of homeware in the market has increased from 175 million to around 199 million this
year. Lamberts-Consulting further assures us that the trend is going to remain for the next five
years. I see an opportunity for us to enhance the productivity and sales of the business. This way
we can achieve growth in the operations of the business.
CEO: Wow, that’s good news, however we need to be cautious so that it does not backfires. I
need you to consider all aspects of the marketing plan and also analyse the marketing trend
before we move forward with the plan. Please Proceed.
Me: Yes, I agree with that. Now I would be setting our marketing objectives which would be
mainly focusing on enhancing the advertisement and promotional activities of the business.
Me: We will be focusing on homeware magazine and PR and the same would be done as most of
our competitors are trying to reduce their advertisement costs. Therefore, there is a clear
opportunity for us to take advantage of the situation and effectively promote our product in
magazine. This homeware magazine and PR would be handled by Marie and a team would be
assign to her for designing and creativity. Further I would like to also advertise out products in

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websites and search engines which would be handled by Tony. I would personally be looking
after the marketing activities and ensure that the same are appropriate. I would also be suggesting
to start in store promotions so that activities of the business can be effectively promoted.
CEO: I like your approach in the promotional area. Ok I think we can implement the same so
that appropriate sales can be generated.
Part 2
Task A
Strategies
The business would be focusing on enhancing the sales of the business by appropriately
focusing on marketing activities of the business. The marketing area would also be suggesting
certain KPI which needs to be followed by the employees of the business. The strategies which
the business would be following is effective use of different marketing tools for the purpose of
enhancing the sales of the business. In order to make the advertisement process effective, proper
training is to be provided to the employees. The training and coaching of the employee would be
done by the marketing manager so that appropriate skills can be developed.
Resources
The resources which would be required for effective implementation of the marketing
plan is the proper software for website development which would be carried out by Tony. The
employee would also be requiring proper understanding of the design and creativity which is
required in Magazine advertisement and promotion.
Feedback

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A proper feedback system needs to be established in the organization so that the business
is able to effectively communicate with the management regarding any matter. The feedback
system would help to motivate the employees of the business and also promote transparency in
the operations of the business.
Performance
In order to judge the performance of the employee of the business, the management of the
company needs to devise a performance report so that they can track the performance of every
individual and if there is any case of underperformance than the same can be rectified with
proper training program.
Task B
Training/Coaching Name: Marketing Function
Trainer: Marketing
Executive
Duration: 01 full day Email
Address: Head Office
The participants of the coaching session would be gaining motivational session regarding how to
excel in marketing activities. In addition to this, detailed knowledge would be provided to
candidates for website and print media advertisement and how the same is related to the business
process of the company.

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The expected outcomes would be achieved by discussing some of the success stories of the
business and the trends which is achieved by the business in the operations of the business. The
discussion would also be focusing on effectively providing the candidates regarding knowledge.
Training/Coaching Session
Element, Goal(s)
&
Indicator(s)
Activity Materials Time What are
participants
doing?
Motivation Provide
Motivational
Session
Success stories 30 mins Listening to
the speech
Knowledge
Enhancement
Provide detailed
and practical
knowledge
Previous printed
materials for the
company
4 hours Application of
knowledge
Activity 2
The management of the company would be taking correcting action for Tony as he does
not have work interest and therefore the management of the company needs to appropriately set
targets for him so that in pressure environment, he can perform. Furthermore, the marketing
manager needs to take regular session with the employee so that proper motivation can be
developed.

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Part 3
Analysis
The marketing strategy which is formulated by the management of the company would
be aiming to enhance the operations of the business and thereby also increase the sales of the
business. The marketing estimates suggest that there would be an increase in the marketing
estimates for the business and the business would be able to further expand the operations of the
business.
KPIs
The KPIs for the business would be return on market investments and market share prices
considering the performance of the business in the market. The business would also be
considering the efficiency level of the business and its operations. The market share of the
business is estimated to be at 12% considering the expenses which is invested by the business.
Targets
The management of the company is estimating that there would be an increase in the targets of
the business and this would help the management to pursue higher targets and thereby enhance
the sales of the business.

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Reference
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Adendorff, M., Fazal, T. and Palmer, S., International Business Machines Corp,
2013. Monitoring business performance. U.S. Patent 8,428,982.
Belov, A.G. and Kravets, A.G., 2013. Business performance management in small and medium
businesses and functional automation. World Applied Sciences Journal, 24(24), pp.7-11.
Calabro, A., Lonetti, F. and Marchetti, E., 2015, October. KPI evaluation of the business process
execution through event monitoring activity. In 2015 International Conference on Enterprise
Systems (ES) (pp. 169-176). IEEE.