BSBMKG609: Houzit Marketing Plan for Business Development in Brisbane

This report outlines a marketing plan for Houzit, a Brisbane-based homewares store, aiming to expand its business beyond the city. The plan begins with an executive summary detailing the company's current operations, including its 15 stores and primary focus on decorative items, mirrors, and bathroom fittings, and its goal to expand nationally. A SWOT analysis is conducted, identifying strengths like frequent offer programs and a strong loyalty base, weaknesses such as limited funds for brand awareness, opportunities for expansion across Australia, and threats like economic downturn and competition. The marketing objectives include increasing sales revenue from $15 million to $20 million within three years, growing the loyalty program from 10,000 to 15,000 members, and enhancing brand recognition. The strategies involve advertising in newspapers and catalogs to familiarize potential buyers with offers and increase brand awareness. The implementation section suggests newspaper and catalog advertisements as cost-effective methods to reach a wide audience and drive sales. This plan is designed to help Houzit achieve its expansion goals and increase its market share.

BSBMKG609 Develop a marketing plan
Task 2

a) Executive summary:
Houzit is a homewares stores based on Brisbane and mainly sells decorative items,
mirrors, bedroom fittings and bathroom fittings. Their business is expended throughout the
Brisbane as they have total of 15 stores in different location and every office reports to the
main office which is situated in the Milton. They want to extend their business outside the
Brisbane. In order to achieve the primary objectives they currently presents some goals. The
plan is to familiarize the potential buyers about the offers presented by the company by
advertisement which will assist to achieve several objectives.
b) SWOT analysis
Strengths:
 One of the greatest strength of the company is that they provide frequent offer
programs which assist to gain competitive advantage.
 They already have 10,000 loyalty members which assist them to continue the sales.
 Their business is very efficient, functional and bright for a commercial urban district.
 Their employees are also highly skilled and knowledgeable which gives them extra
hunch.
Weakness:
Brand awareness programs needs huge amount of investment which can only achieved
though ads and billboards. Their current fund is very limited which is one of the critical
issue and currently hindering them to achieve the project objectives.
Opportunities:
 They have huge opportunities to increase their sale outside Brisbane by extending
their business all over the Australia.

 As they are a growing company they often provide offers for their customers, another
opportunities is to familiarize more people about such offers in order to attract them.
Threats:
 Current slump in the economy faced due to the government new regulations deduce
the customer disposable income which would reduce the sale.
 National chains companies are moving in Brisbane which increases the competition.
 The local retailer is also one of the biggest threat as they sells products at very low
prices as they have lower overhead costs than other staff-run stores.
c) Marketing Objectives
According to their CEO, within the year of 2020 they want to extent their business by
opening 100 stores all over the Australia. In order to achieve the mission several objectives
are identified as they want to increase their sales hence revenue from 15 million dollar per
year to 20 dollar per year within next three year. They also provide loyalty programs where
buyers can entitle their self by start buying products from any shop. Their goal is to increase
the loyalty member list from 10,000 to 15,000. They also want to increase their brand
recognition so that at least 1 in 3 people recognise our brand in a random survey taken in 18
months.
d) Strategies
In order to achieve the objectives, it is recommend to provide advertise in the newspaper
and catalogues. As they does not have sufficient fund to extend their business over a night,
they could rely on the advertising programs to familiarize the potential buyers about their
offers and attract them to make a purchase and increase the loyalty member list as well. This
strategy will assist them to earn more revenue and with the help of huge fund they could
extend their business to increase their business in all over the Australia. The strategic plan

also aligned perfectly with the organizational strategies as it will assist the company to fulfil
several objectives. While familiarizing potential buyers about the offers they would also
know about the brand which leads brand awareness and will also assist to increase the loyalty
member list as well.
e) Implementation
Newspaper advertisement could be a very appropriate as it will increase the brand
awareness and also familiarize the potential buyers about on-going offers. Additionally,
catalogue advertisement can be considered. There are several reason to choose such tactic as
newspaper and catalogue advertisements are not so much expensive and lot of people still
read newspaper daily. Nowadays newspapers are also available digitally in multiple websites
which also assist them to reach out to maximum number of the potential buyer.