Marketing Analysis and Strategy for Houzit Home-wares Business

This report analyzes the marketing situation of Houzit, a home-wares chain in Brisbane, Australia, aiming to expand nationally. It begins with an introduction and then analyzes Houzit's strengths, such as its focus on home-wares and high brand equity, and the opportunities presented by Australia's market growth. The marketing plan considers the demographic target segment, which includes sophisticated home decorators, those seeking easy-to-access stores, and home builders. The report then details a marketing strategy incorporating the 4Ps of the marketing mix: price (premium), product (tangible appliances and decor with post-delivery services), place (shopping malls and television advertising), and promotion (integrated marketing communications, including innovative TV and guerilla advertising). The conclusion emphasizes the importance of market segmentation and opportunity for strategic marketing planning. The report provides relevant references to support its analysis.

Running head: DEVISING MARKETING STRATEGY AND TACTICS
Devising Marketing Strategy and Tactics
Name of the Student
Student ID
Name of University
Author Note

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DEVISING MARKETING STRATEGY AND TACTICS
Table of Contents
Task 1:.............................................................................................................................................3
Introduction:....................................................................................................................................3
Analyzing Strength:.....................................................................................................................3
Opportunities:..............................................................................................................................4
Marketing Plan (Considering the Opportunity):..........................................................................4
Task 2:.............................................................................................................................................4
Marketing Strategy:.........................................................................................................................4
Price:............................................................................................................................................5
Product:........................................................................................................................................5
Place:............................................................................................................................................5
Promotion:...................................................................................................................................5
Conclusion:......................................................................................................................................5
Reference:........................................................................................................................................6

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DEVISING MARKETING STRATEGY AND TACTICS
Task 1:
Introduction:
The following report is going to analyze the marketing situation of Houzit, a chain of
home- wares in Brisbane. Having gone through the case study, it has been understood that
Houzit goes along with its business objective to drive its own brand to a national level. This
paper is going to analyze the strength and weakness of Houzit considering its business practices
in the local market. According to the case study, the target segment of Houzit is as follows:
i) The company targets the sophisticated people who love to decorate their house
ii) The company also targets the people who drive to easy-to-access store
iii) The company also targets the home builders and the renovators
iv) The demographic target segment of the company is based on the age structure
between 20 and 50 years.
Analyzing Strength:
According to the market practices of Houzit, it can be stated that the present strength of
the company and its product is that it stringently focuses on the selling of its house- ware
products. According to the latest sustainability accord, it has also been focusing on the sales of
the electric appliances with low charging ability. As per the SWOT analysis report the company
also has high brand equity level as it has been retaining greater number of the customers. In this
segment it can be stated that the specific understanding has to be taken into certain consideration
with the effective understanding of the process. The staffs are also highly skilled and they
provide excellent service to the customers.

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DEVISING MARKETING STRATEGY AND TACTICS
Opportunities:
The market growth rate in Australia is quite significant. It provides the opportunity of the
people pertaining to the effective understanding of the issues with its different segments.
However, this has been quite effective for the specific understanding of the process.
Marketing Plan (Considering the Opportunity):
Considering the opportunity, it can be stated that Houzit has bright future of business in
Australia, at national level. In order to ensure strong market hold in the country, outside
Brisbane, the company needs to focus on how the demographic structure flows in the national
market. Thus the company can get a strong grip upon the target segment. In this process, a
multi- dimensional approach can be taken into account. The basic factor is to provide its
effective consideration of the case. As a matter of fact, this has been taken into certain
consideration of the issues with its different market segment.
Task 2:
Marketing Strategy:
Marketing Mix:
Marketing Mix can be devised through the process of 4ps –
i) Price
ii) Product
iii) Place
iv) Promotion

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DEVISING MARKETING STRATEGY AND TACTICS
Price:
Since the products are targeted to the customers with elite mindset who would love to
decorate house. Hence, the price of the product would remain a bit high in comparison to the
others.
Product:
Most of the products are tangible- they are appliances and decorative sets of curtains and
doors. The augmentative product is to provide post delivery services. For further assistance
customer care service is also going to be effective.
Place:
The place of the marketing would be the shopping malls and television advertisements.
Door to door marketing service would also be taken into consideration.
Promotion:
For the promotional activity IMC or integrated marketing strategy can be considered as
the most effective one. It would include an innovative television advertisements and guerilla
advertisement.
Conclusion:
It can thus be concluded that for the marketing purpose it has to be focusing on the
market segmentation and opportunity. This is how the strategic marketing can be planned. In
this process it has to be taken into certain understanding for the purpose of specific
understanding of the case. While taking this into account, it was highly effective for the purpose
of its definite changes.

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DEVISING MARKETING STRATEGY AND TACTICS
Reference:
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Hanssens, D.M., Pauwels, K.H., Srinivasan, S., Vanhuele, M. and Yildirim, G., 2014. Consumer
attitude metrics for guiding marketing mix decisions. Marketing Science, 33(4), pp.534-550.
Khan, M.T., 2014. The concept of'marketing mix'and its elements (a conceptual review
paper). International journal of information, business and management, 6(2), p.95.
Londhe, B.R., 2014. Marketing Mix for Next Generation Marketing. Procedia Economics and
Finance, 11, pp.335-340.