Comprehensive Marketing Plan for Houzit: Strategy and Objectives

This document presents a comprehensive marketing plan for Houzit, an Australian home ware company based in Brisbane, aiming to expand its operations to other parts of Australia. The plan begins with a SWOT analysis, identifying Houzit's strengths in quality products and knowledgeable staff, weaknesses in catering to an exclusive clientele and limited marketing budget, opportunities in the widespread desire for home decoration, and threats from competitors offering lower-priced alternatives and economic slumps affecting customer spending. The marketing objectives focus on reaching a wider customer base, increasing sales within the first six months, catering to diverse income levels, and attaining recognition for high-quality home ware. The marketing mix strategy includes offering a range of products like mirrors, decorative items, and kitchen fittings through departmental stores and online platforms. Pricing is set affordably, averaging $100 per item, and promotion leverages e-commerce and social media platforms. The plan concludes with a bibliography referencing relevant marketing literature. Desklib provides access to this and many other solved assignments for students.

Marketing Plan –
Houzit

 Houzit is a well-known Australian company that
specializes in the production of quality home
ware for customers in Brisbane. I
 t runs as many as 15 stores in the city of
Brisbane, all of which are coordinated from the
head office of the company that is situated in
Milton.
 Based on its business success in Brisbane and
in the Greater Brisbane area in particular, the
Houzit Company intends on expanding
operations to other parts of Australia.
Background

 Strengths – The main strength associated with a
company like Houzit is the fact that it deals in quality
bathroom and kitchen fittings and accessories.
 Its products cater to a sophisticated and elegant
clientele, and are well known for their beautiful
designs, wide range, easy accessibility and easy
usability.
The staff working at the Houzit stores are very
knowledgeable and are capable of addressing any and
every query related to home ware products.
 Houzit also has a loyal customer base, and it creates a
retain space which is bright, efficient and functional for
urban and commercial districts.
SWOT Analysis

 Weaknesses – Most of the Houzit products like
kitchen fittings, bathroom fittings, bedroom
furnishings, mirrors and decorative items are
those that are quite exclusive in nature and can
only be afforded by a specific elite clientele.
 The lack of critical mass and store cover implies
also that Houzit has a very limited budget for
marketing activities. It is also low on funds
because of the inability of several customers to
repay for the products that they borrow on
credit from the Houzit stores.
SWOT Analysis

 Opportunities – Almost every person in
Australia today holds the desire to decorate
their homes in the best possible way. There
are very few high income and middle-
income people in Australia who do not live
in beautifully furnished homes and
apartments.
 It is therefore expected that the products
launched by Houzit in other cities and towns
in Australia will be those that are much in
demand by the people living over here.

 Threats – There are other companies in Australia that offer
products which are similar to those manufactured and sold
by Houzit, but which are made available to the Australian
population at a much lower price.
 The fact that the Houzit home ware prices are higher than
others in the market because of their quality and
sophisticated designs may turn out to be problematic when
expanding to other cities and towns, where stores offering
home ware at lower prices may be preferred to the products
that are sold by Houzit.
 Competition can be expected from both local as well as
national retailers in home ware products in the Australian
market, and the recent slump in the economy can also
impact the ability of customers to pay for Houzit products.
SWOT Analysis

 The primary objective of the Houzit Company is to
reach out to a wide customer base in the cities and
towns of Australia that it expands its operations to.
 To increase sales within the first six months of
operation
 To cater to the demands of both high and middle
income customers in the new areas of its business
operations
 To attain growing demand and recognition for its
high quality home ware goods.
Marketing Objectives

 Product – The product to be marketed in the new
location includes mirrors, decorative items,
bedroom furnishings, bathroom fittings, and
kitchen fittings and accessories, all of which Houzit
is already famous for in the Australian city of
Brisbane.
 Place - The place where the Houzit home ware
products shall be marketed are departmental
stores and super markets in the new cities and
towns that Houzit expands its operations to. Houzit
products will also be made available to customers
online.
Marketing Mix

 Price – The Houzit products will be kept affordably
priced for the benefit of customers in the new cities
and towns of operation. The average price of a
Houzit product will be limited to $ 100 in spite of its
high quality and elegant design so that customers
of diverse budgets can be in a position to afford it.
 Promotion – The Houzit Company will take
advantage of e-commerce platforms and social
media platforms to market its extensive range of
bathroom fittings, bedroom furnishings, mirrors,
decorative items, kitchen fittings and accessories.

Marketing Mix

 Baines, P., Fill, C., Rosengren, S. and Antonetti, P.,
2017. Fundamentals of Marketing. Oxford University
Press
 Flostrand, A., Ho, J.Y. and Krider, R.E., 2016.
Implementing “Marketing Me” A Simulation Enhanced
Variant for a Student Self-Marketing Exercise. Journal of
Marketing Education, 38(2), pp.83-89.
 Kleinaltenkamp, M., Plinke, W., Wilkinson, I. and Geiger,
I., 2015. Fundamentals of Business-to-business
Marketing. Springer.
 McKay, G., Hopkinson, P. and Ng, L.H., 2018.
Fundamentals of marketing. Fundamentals of
marketing.
Bibliopgraphy

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