Strategic Marketing Plan for Houzit: Tactics and Implementation Plan

This report outlines a comprehensive marketing plan for Houzit, a homeware store in Brisbane, aiming to establish a strong national retail presence. It begins with an organizational overview, identifying opportunities for market growth within and beyond Brisbane, emphasizing the need for financ...Read More

Running head: LEADERSHIP AND MANAGEMENT
Leadership and Management
Name of Student
Name of University
Author Note

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LEADERSHIP AND MANAGEMENT
Table of Contents
Devise strategies and plan marketing tactics.............................................................................2
Organisational overview.........................................................................................................2
Opportunities..........................................................................................................................2
1. Identifying marketing opportunities...................................................................................2
2. Recommending opportunity...............................................................................................3
Tactics.....................................................................................................................................4
1. Detailing tactics necessary to implement strategies...........................................................4
2. Outlining legal requirements..............................................................................................4
3. Describing implementation of the tactics...........................................................................4
Prepare and present a marketing plan........................................................................................5
Marketing plan........................................................................................................................5
Executive summary................................................................................................................5
SWOT analysis.......................................................................................................................5
Marketing objectives..............................................................................................................6
Strategies................................................................................................................................6
Implementation.......................................................................................................................6
Bibliography...............................................................................................................................7

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Devise strategies and plan marketing tactics
Organisational overview
a. The strategic direction of Houzit aims at becoming the national retail brand that
caters to the needs of the homemakers with a range of unique and high quality house wares.
The objectives of the company is to increase the sales, loyalty of the customers and establish
brand recognition in Brisbane
b. The size of Houzit is about 1000-1500 m2 with 15-20 full time employees along
with several casual employees. It even has resources such as mass produced, low quality
items that can be available in shopper’s store. A notable strength of the company is that it has
excellent and skilled staffs that are knowledgeable. A notable weakness includes limited
marketing budget that can help in the development of the company
c. The gap between the current conditions with that of the objective is that Houzit
need to develop its employees so that they can help in the attaining the sales target that is
required for development.
Opportunities
1. Identifying marketing opportunities
The opportunities include high growth in the market as it can help in the significant
growth of the market within the Brisbane market. Increasing the sales opportunities outside
the target area can help in the development of the organisation (Hill, Jones and Schilling
2014). The risk of the opportunities is that Houzit need to develop its financial strength so
that it can grow outside the Brisbane market and ensure that market development takes place
by targeting the correct customers. On the other hand, the benefit of the opportunities is that it
can help Houzit to become popular in the national as well international market.

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2. Recommending opportunity
a. The marketing mix strategy that can fit with the capabilities of Houzit can be
related to the proper implementation of the promotion. With proper promotional method such
as social media and advertisement, Houzit can provide customers with an idea of the type of
improvement it has made in its product. The products offered need to comply with the prices
so that customers can be satisfied with the organisation.
b. Houzit aims to be the most recognised organisation in Brisbane with unique brand
identity. Therefore, the strategies related to pricing and products can align itself with the
strategies of the organisation. The reason behind this is that the unique products need to have
a unique price so that customers can afford to purchase the products without difficulty. The
payment plan developed by Houzit can help in providing customers with easy access to make
payments for the purchase done.
c. Life cycle model can be used to review the strategy as it can help Houzit to identify
the range of success attained by the company. For example, the company is currently at the
growth stage and it is required that it maintains its current processes so that it can attain its
objectives. Houzit need to predict the decline rate so that it can formulate strategies in the
market.
d. Social media engagement can help in the development of Houzit. This particular
marketing metrics can help in measuring performance in the market, as the company
understand the response of the people towards the products and its prices.

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Tactics
1. Detailing tactics necessary to implement strategies
a. The activities required for the proper execution of the strategies include identifying
the proper place and time for conducting the activity. For example, Houzit can schedule
promoting activities during any social holidays like Christmas so that the company can
engage in more selling of the products.
b. The costing of the products need to be kept at a low range so that every people can
afford to buy the products (Wheelen et al. 2017). However, it is also necessary to ensure that
sufficient profit is gained from the sale of the products. Therefore, a balance needs to be
provided in the cost.
c. The responsibilities and accountabilities need to be delegated in a balanced manner
to the people so that no biasness is maintained within the organisation. Every staff needs to
understand the roles and responsibilities that are delegated to them.
d. In order to monitor and schedule activities it is necessary that the managers
formulate a plan such as conducting a daily audit to search for evidence that show progress.
This evidence can help in maintaining any issues related to the managing of resources.
2. Outlining legal requirements
The legal requirements that are to be maintained compiles with the standards that are
mentioned in the Work Health and Safety Act 2011, the Fair Work Act 2009 and the
Competition and Consumer Act 2010.
3. Describing implementation of the tactics
The tactics can be implemented in the current resources and capabilities of the
organisation as it can help in managing the resources in a manner that can are required for the

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success of the organisation. It can help in increasing the resources by identifying the talented
candidates that match the requirement of the organisation.
Prepare and present a marketing plan
Marketing plan
Executive summary
The report focuses on the development of marketing plan for Houzit, a home ware
store in Brisbane. The goal is to ensure that Houzit attain its objective as well as the aims of
becoming the best and recognisable home ware brand in Brisbane. The marketing plan
conducts a SWOT analysis of the company and analysis the marketing objectives and
strategies required for the implementation of the organisational tactics.
SWOT analysis
Strength
 Excellent and skilled staff
 Clean and bright facilities
 Competitive advantage
 Loyalty of the customers
Weakness
 Limited marketing budget
 Unable to fund the growing
repayment plans
Opportunity
 Growing market in a high growth area
 Increase of sales opportunities
Threat
 Competition from local independent
retailers
 Competition from national chains
 Economic fluctuation
Table: SWOT analysis
(Source: Created by author)

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Marketing objectives
The objectives of Houzit include:
 To increase the sales from $15 million per year to $20 million per year within 3 years
 To increase more loyal customers from 10,000 to 15,000
 To establish brand recognition in Brisbane so that in a survey taken after 18 months, 1
out of 3 people can recognise the brand
Strategies
The marketing opportunity and the strategy that are developed aims at improving the
promotion and the price of the products of Houzit. Based on the SWOT analysis it can be
seen that the company have a large customers base and skilled employees. However, threat
from the local companies can hamper the progress of the organisation (Rothaermel 2015)
along with the economic fluctuations. The gap that exists between the current capability and
the objective can be credited with the existence of excess price.
Implementation
The tactics developed is that promotion and sale of the products need to be done
during seasonal festivals and that the prices need to be balanced keeping in mind the
profitability of the company. The reason for selecting the tactics is that the company can
provide task to every employee and ensure that the vision and objectives of the company are
attained in a proper manner.

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Bibliography
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