Marketing Plan for Houzit: Expansion and Brand Recognition

This report presents a marketing plan for Houzit, a home goods retailer operating in Brisbane, Australia. The introduction outlines Houzit's business structure, its current operations, and the need for a marketing plan to achieve a national retail presence. It includes Houzit's vision and strategic objectives for growth, aiming to expand from 15 stores to 100 across Australia by 2020. The report conducts a SWOT analysis, identifying Houzit's strengths (skilled staff, good retail space, customer loyalty) and weaknesses (limited marketing budget, long-term payment plans). Opportunities include a growing market and online presence, while threats include economic slumps and competition. Marketing objectives are defined to increase annual bids and customer base. The report also explores marketing strategies for the business. The target market includes people concerned with maintaining their house, aged within 20 to 50 years, customers requiring feasible payment plans, home builders and renovators.

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Table of Contents
INTRODUCTION...........................................................................................................................3
Marketing Objectives:.....................................................................................................................7
Marketing Strategy:.........................................................................................................................9
Implementation:.............................................................................................................................13
REFERENCES..............................................................................................................................17

INTRODUCTION
Houzit is the organization selected for this report. Houzit primarily deals in house ware products
such as bedroom furnishings, bathroom fittings, mirrors, lighting fixtures and decorative
outcomes. The business structure is formed of a chain of house ware stores and the stores of
Houzit are administered with the supervision of headquarters of the organization. The stores of
Houzit are in Brisbane and the organization’s headquarters are in Milton (Calvert, 2013). Five
years have been concluded in the operations of Houzit which reflects on the increasing scope for
business growth. The following marketing plan is intended to achieve a formidable retail
presence of the organization all over Australia.
Houzit is a chain of home goods stores in Brisbane that spends a lot of time weaving linen,
decorating the room, mirrors and promoting items. They currently have 15 stores scattered
around the Brisbane area, with all stores managed and licensed from their Milton administration
center.
You have recently been chosen as supervisor of a show and now you should study the
association and design advertising methods that push Houzit towards its peak.
Houzit achieve his goals and provide him with a short summary evaluating two alternatives,
including realizing the benefits and risks associated with all the other options and making a
proposal for the open door on track to deliver results.
Houzit is about to enter its fifth year of activity; offers a range of home care items at simple
installments to track and guarantees a three-year value on everything that is sold.
There is considerable pressure from governments on the issue of support. This is mainly
reflected on the ecological issues of waste management and energy saving. Houzit stores are
specially designed to be excellent places and approved for purchase. This means a significant
cost in the use of energy to operate the lights and air conditioning systems. With the new guide,

we need to find ways to provide consumers with what they need without high energy
consumption.
Vision
Houzit will be a national retail brand, taking into account the needs of domestic producers with
unparalleled breadth, luxury housing items that will be available to everyone through our simple
installment payment plan.
Strategic
By 2020, Houzit will be very close to selling household products in every Australian capital,
starting from 15 stores in the most important region of Brisbane and reaching 100 in all of
Australia.
Objectives
1. Increase your bids from $ 15 million annually to $ 20 million annually over the next three
years.
2. Increase our list of dedicated customers from 10,000 to 15,000.
3. Establish brand recognition in Brisbane so that 1 in 3 individuals see our image in an anomaly
study conducted in a year and a half.
SWOT Analysis:
SWOT (strengths, weaknesses, opportunities, and threats) analysis is a framework used to
evaluate the adverse conditions of the organization and to create the key configuration. A SWOT
study examines internal and external elements, just as current and future potential exists.
A SWOT study aims to promote a coherent vision, guided by intelligence and guided by
information on the characteristics and shortcomings of an association, its enterprises or
enterprises. The company must maintain rigorous analysis while maintaining a strategic distance

from preconceived beliefs or unexplained scenarios and focusing instead on real life situations.
Organizations should use it as a guide and not as a remedy.
A SWOT study is a methodology for examining the presentation, conflict, risk and potential of a
company, just like a characteristic of a company, such as a product or product category, firm or
other element.
Using both internal and external information, the strategy can guide organizations in effective
ways away from who they were or will be so pregnant. Free SWOT test experts, speculators or
contenders can also check if an organization, product offering or company can be difficult or
weak and why.
Experts present a SWOT analysis as a square with each of the four categories making up a
quartile. This visual game plan provides a quick overview of the organization's situation. Even if
not all the focuses in a given heading can be so important, they should all speak to bring
experiences in the balance of opportunities and risks, points of interest and inconsistencies, etc.
The Strength reveal what an association exceeds expectations and what sets it apart from its
opponents: a solid brand, a loyal clientele, a hard-earned cash register, unique innovation, etc.
For example, a hedging deposit may have created a limited exchange an invention that profits
show tangible results. You should therefore decide how to use these products to attract new
financial experts.
Weakness prevents a society from performing at its best. These are areas that the company needs
to improve to continue: a weak brand, higher than average conversion, high bond rates,
inadequate flexible chain or lack of capital.
The opportunities relate to advanced outdoor components that can give an edge to society. For
example, if a nation cuts back, a vehicle manufacturer can send its vehicles to another market,
extending its sacrifices and piece of cake.

The threats relate to factors that can harm a society. For example, a dry season is a threat to a
grain supply group, as it can derail or reduce crop yields. Other regular risks include things like
rising material costs, conflict escalation, flexible working, etc.
Prior to formulation of a marketing plan, the necessity of a micro environmental analysis is
observed in case of Houzit. The lucid interpretation of SWOT would provide viable options for
accomplishing marketing plan objectives.
Strengths Weaknesses
 Highly skilled staff
 Location (Great retail space that is
bright, functional and efficient for a
commercial urban retail district)
 High customer loyalty among repeat
customers. (no loyalty program- Post
sales support)
 Assortment of offerings that exceed
competitors.
 Existing loyal customer base of 10,000.
 Unique items which are superior in
quality to mass-produced house ware
 Appeasing store designs
 Flexible payment plans
 A limited marketing budget
 The struggle to continually fund the
growing long-term repayment plans
(this long term does not add value to
our main goal-vision)
 Several casual employees
 Houzit faces troubles in catering the
long term payment plans
 Limited marketing budget.
Opportunities Threats

 A growing market in a high growth
area with a significant percentage of the
target market still not aware of Houzit’s
offer.
 Households increases
 High levels of new home construction.
 Actual trends: Quality, unique and
selection
 Online presence.
 The prospects for increasing loyal
customer base with the help of loyalty
programs for first time customers.
 Increasing preferences of customers for
high quality products.
 The provision of long term flexible
payment plans could increase
association of customers for longer
periods of time.
 A slump is the economy reducing
customer’s disposable income spent on
home wares.
 Competition from local independent
retailers can drive down prices – price
pressure, reducing contribution
margins.
 Fierce competitive pressures from
online stores.
 Limited budget for marketing strategy
 Increasing competition from local
independent retailers and national
chains of house ware products
 Depression in economy could lead to
reduction in disposable income of
customers thereby leading to minimal
expenditures in house ware purchases.
Marketing Objectives:
Marketing objectives are defined objectives of a brand. They plan the goals of the promotion
agency, offer colleagues a clear course to follow and offer data to officers to monitor and
support. Advertising goals are a fundamental part of the visualization approach. Without defined
goals, a brand will struggle to fulfill its agreements because it will not be sure of what to do. You
need to make clear arrangements to understand what you would like to do and how you intend to
do it.
Win Marketing offers assistance to help customers set up their advertising destinations. This
should be possible through the promotion of an advertising targeting seminar where key issues
can be discussed and agreed upon. Again, with small groups we work directly with CEOs in one-
to-one venues to help them build their main goals and exhibition goals. Both approaches can help
an organization by agreeing on business goals and promoting goals and allowing the creation of
advertisements for the production of a course on how to achieve these goals. Various issues that
can be explored in a seminar include strategies for estimating performance and observation and
evaluation modules.

Trying to design an advertising plan without goals is like trying to prepare for a trip without
knowing the goal. Would it be useful to pack a coat and gloves or a bathing suit and toss the
lemon? Unless you have a clue where you're going, you can't plan properly. Also, without
advertising goals, it is difficult to promote the organization for best results.
The key components that coordinate all successful presentation plans are advertising objectives.
While these two words are thought to be used in opposition, the promotion of advertising goals
and objectives are two different things. Advertising goals are long-range, expanded and
constantly revitalized by an organization's strategic purpose. In addition, advertising goals are
increasingly prominent in the field of work and should be measured, using numbers or schedules
or both.
By default, your presentation goals are the actions you and your promotional agency take to
achieve your advertising goals. We have updated 10 examples of achievements below that you
can set for your next battles.
While goals are a fundamental part of the promotion plan, it is not the main thing you need to
celebrate. Everything in order for your intentions to be meaningful, you must first understand
some different parts of your image. Therefore, before identifying the objectives of the
advertising plan, it is necessary to:
Decide that your image is vital. For an organization to be successful, everyone should move
towards a more visible goal. In this sense, the submission plan must be in accordance with the
agency's mission statement.
Carry out a situational analysis of the organization, including internal and external variables.
External variables include your general business atmosphere and the market. Internal variables
apply to your organization, including assets and employees. This is also an excellent opportunity
to conduct a SWOT study.
Release your face. What are the basic logos you console and how do they appear on the market?
What are their spending plan and the size of the business they manage, the cost of their items or
administrations, their business arrangements, customer safety and so on?

The short term goals of Houzit include establishment of brand recognition and increasing the
loyalty customers from 10,000 to 15,000. The long term goals could be specified as increasing
the retail presence of the organization in all Australian capital cities and increase the annual sales
of the organization from $15 million to $20 million within the period of three years (Good &
Hassay, 2015). The marketing opportunities which could be apprehended by Houzit include
mobility business and provision of unique products. The prospects for development of mobile
businesses are directed towards creation of mobile apps, websites and desktop applications and
web pages. Some critical gaps which could be noticed in the case of this marketing opportunity
refer to lack of online presence of Houzit and limited options for generating business from online
sources (K?rp?ti, 2013). The other opportunity which could be considered in case of Houzit
refers to the provision of unique products as compared to those provided by competitors (Lewis
& Ling, 2015).
The target market for Houzit could be observed in the people concerned for maintaining their
house, aged within 20 to 50 years, customers requiring feasible payment plans, home builders
and renovators (McDonald & Wilson, 2016). They are most likely to buy products from Houzit
due to distinct advantages such as payment flexibility and choice of first time customers for
decorative items and mirrors which also involves benefits of loyalty program to customers.
Marketing Strategy:
Demonstration method refers to a general course of business activity to reach prospective buyers
and convert them into customers of the products or administrations offered by the company.
Promotion mode includes the organization’s offerings, key brand information, customers
’socioeconomic path information and other high-end components.
The advertising method highlights the promotion plan, which is an archive that removes the
specific types of presentation exercises that an organization leads and which contains programs
for executing various promotional activities. . Promotional methods have a longer life
expectancy in a perfect world than individual advertising plans because they contain incentives
and other key components of an organization's image, which are mostly predictive over time. At

the end of the day, the advertising methods spread a very informative picture, and at the same
time the plans presented reveal the numbered underpinnings of particular battles.
A carefully developed advertising method should generally be incorporated into a group
offering, which summarizes an organization's upper hand over hostile groups. For example,
Walmart is commonly referred to as a "typical low cost" markdown reseller whose business and
display efforts revolve around that thought.
Whether it is a paper advertising agreement, a great personalization or an online network
activity, a presentation structure can be decided on the basis of the success with which it delivers
a group management proposal. Statistical analysis can be useful for analyzing the adequacy of a
particular battle and can help identify unidentified populations, in order to meet the main
concerns and escalation conditions.
A carefully developed promotional system should be at the basic level established in a group
offer, which summarizes the high hand that an organization has on challenging groups. For
example, Walmart is commonly referred to as a low-cost "typical discount store", whose
businesses and display efforts revolve around that thought.
Whether it is a print outlet, a large customization, or an online battle of life, an emerging
resource can be judged by the success with which it gives an organization its foundational praise.
Statistical analysis can be useful in graphically representing the feasibility of a particular crusade
and can help identify undisclosed populations, achieve key concern goals and increase
conversions.
Different agencies use advertising methods to collaborate with their buyers. It is also used to
draw customers' attention to the ambitions, details and benefits of the organization's articles. It is
primarily aimed at encouraging the target population to purchase these unique products and

administrations. The display modes can be completely imaginative or systems can be tried or
tried recently.
Different types of presentation techniques are available here. Getting a demonstration approach
involves examining the needs of your company, your interest group and the details of your
articles.
The two fundamental kinds of showcasing methodology are:
1. Business to business (B2B) promoting
2. Business to shopper (B2C) showcasing
The most widely recognized type of showcasing is business to buyer (B2C) promoting.
Following are the various sorts of advertising methodologies accessible:
1. Paid publicizing
This incorporates numerous methodologies for showcasing. It incorporates conventional
methodologies like TVCs and print media promoting. Likewise, one of the most notable
promoting approaches is web showcasing. It incorporates different strategies like PPC (Pay per
click) and paid promoting.
2. Cause promoting
Cause showcasing joins the administrations and results of an organization to a social reason or
issue. It is likewise notable as cause related showcasing.
3. Relationship showcasing
This sort of advertising is essentially centered around client building. Upgrading existing
associations with clients and improving client dedication.
4. Covert promoting

This kind of advertising system centers around showcasing the item while clients stay
unconscious of the promoting technique. It is otherwise called covertness promoting.
5. Informal exchange
It thoroughly depends on what impression you leave on individuals. It is customarily the most
significant sort of showcasing methodology. Being heard is significant in business world. At the
point when you give quality administrations to clients, almost certainly, they'd advance you.
6. Web promoting
It is otherwise called cloud advertising. It for the most part occurs over the web. All the
showcasing things are shared on the web and advanced on different stages by means of
numerous methodologies.
7. Value-based promoting
Deals are especially the most testing work. In any event, for the biggest retailers, selling is
consistently intense particularly when there are high volume targets. Anyway with the new
advertising systems, selling isn't as troublesome as it might have been. In value-based promoting
the retailers urge clients to purchase with shopping coupons, limits and gigantic occasions. It
upgrades the odds of deals and spurs the intended interest group to purchase the advanced items.
8. Assorted variety promoting
It cooks assorted crowd by redoing and incorporating distinctive advertising methodologies. It
covers various perspectives like social, convictions, mentalities, sees and other explicit needs.
The marketing strategy of Houzit is inclined towards the prominent elements of quality, selection
and unique items. Increasing the number of stores from 15 to 100 all over Australia is a profound
strategic initiative of Houzit which could support its marketing strategy. The formulation of a
marketing strategy could be enhanced with the help of marketing objectives such as increasing
market shares and sales. The strategies which could be implemented in such scenario refer to the
marketing mix strategy which could address compatibility with objectives, capabilities and