Detailed Marketing Plan Report: Houzit's Expansion in Australia

This report presents a comprehensive marketing plan for Houzit, a homewares store based in Brisbane, Australia, focusing on business expansion. The plan includes an organizational overview, outlining the company's strategic direction, current size, capabilities, and resources, as well as identifying gaps and opportunities. A SWOT analysis is provided to assess strengths, weaknesses, opportunities, and threats. The marketing objectives and strategies are defined, emphasizing a sustainable growth policy through the opening of new stores in coastal cities. Implementation details, including market surveys and team selection, are discussed, along with the importance of communication and leadership skills. The report also includes references to support the plan's development.

Running head: MARKETING PLAN
Development of a marketing plan
Name of the student
Name of the university
Author Note:

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MARKETING PLAN
Table of Contents
Assessment 1..............................................................................................................................3
Organizational Overview...........................................................................................................3
Strategic Direction and organizational overview...................................................................3
Current size, Capabilities and resources of the organization.................................................3
Gaps in between objectives and current capabilities and resources.......................................3
Opportunities..........................................................................................................................4
Recommendation of the opportunities...................................................................................4
Assessment 2..............................................................................................................................4
Procedure................................................................................................................................4
Suitable Time and Performance Executive Summary...........................................................4
SWOT Analysis.....................................................................................................................5
Marketing Objectives.............................................................................................................6
Strategies................................................................................................................................6
Implementation......................................................................................................................6
Communication Skills............................................................................................................7
Leadership Skills for gaining trust of the company...............................................................7
References..................................................................................................................................8

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Assessment 1
Organizational Overview
Strategic Direction and organizational overview
The strategic direction of the company can be described through the vision and
mission of the organization (Lourenço 2017). The company aims to develop their business
through a sustainable strategic planning. The planning will be based on three different factors
of quality, selection of raw materials and the unique items they will be using. The sustainable
business management will be gained through the implementation of the growth strategy.
Current size, Capabilities and resources of the organization
The company has been in the market for the last 5 years and the management of the
business has plans to develop the brand in such a manner that people are aware of Houzit.
The company has been able to develop 15 to 20 different stores across Brisbane. The stores
are 1000-1500 metres in size and consists of a maximum of 20 people across each stores.
Currently the share of the company in the market are as follows;
a. Bedroom furnishings of 35%
b. Lighting fixtures of 15%
c. Mirrors and decorative items of 20%
d. Bathroom fittings of 30%
Gaps in between objectives and current capabilities and resources
The gaps in between the objectives and capabilities are as follows;
a. Lack of employees is a problem
b. The absence of proper legislations and laws is a major gap for the organization

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Opportunities
Some of the major opportunities for the organization is as follows;
a. Targeting sophisticated individuals who have a likings for the products
b. The targeting of renovators, business contractors
c. Include new products for new markets
d. Following the needs and demand of the customers
Recommendation of the opportunities
The company can change their marketing strategy by bringing about a change in the
marketing mix which can be done by increasing the premium price of the products and
development of the new communication processes like social media can also change the
issues faced by the management.
Assessment 2
Procedure
Suitable Time and Performance Executive Summary
Houzit is a chain of homewares stores headquartered in Brisbane. The company has a
great reputation in Australia and deals with all kinds of bathroom setting, bedroom fittings,
mirrors, decorative items and many more as such. At the current times the management of the
company operates around 15 different stores across the city of Brisbane. There are around a
total of 15 to 20 people employed for serving each of these stores. The presence of the
organizational stores at key strategic locations of the city helps the enterprise to gain a great
brand of loyal customers. The management of Houzit has developed a strong loyalty program
for all its customers which has helped them to attract more and more people as customers.
The large range of people who are the customers of the organization belongs to the age group
of 20-40 years old. The company has plans to expand its business across the country by

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targeting a number of new stores openings. The new stores will serve as a major source of
business growth and strategic implementation in a proper and efficient manner.
SWOT Analysis
STRENGTHS OPPORTUNITIES
a. Loyalty program of the company is
definitely a major strength for the
company
b. Variety of homewares and quality of
the homewares
c. The exclusive designs of the
products helps to ensure success
d. The growth in the business
opportunities can help in the
sustainable development of the
business
e. The more the expansion, the more
will be the chances of profitability
WEAKNESSES THREATS
f. Repayment program of the company
is a weakness as a large portion of
finance is under the repayment
option
g. The repayment program of the
business leads to limited financial
resources
h. The excessive price of the products
of Houzit has led to a sharp fall of
sales which has been a major threat
to the organization
i. There have been also serious threats
that comes from the facts that the
customers in other areas of Australia
might not respond to the products of
the company in the same manner.

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Marketing Objectives
The major marketing objectives of the management of Houzit that they want to
employ through their expansion strategies. Some of the major marketing objectives of the
organization includes the likes of the;
j. Increase in the sales of the goods from 15 million to 20 million per year within the
span of the next three financial years
k. The company aims to increase the number of loyal customers from 10000 to 15000
Strategies
The major strategy of the organization involves the likes of business opportunity that
helps the management to grow and expand its business in the best possible way. The major
strategy of the organization is to develop a sustainable growth policy. The sustainable growth
policy will be maintained through the opening of new stores in areas that are located quite
close to Brisbane. Some of them includes new stores at coastal cities of Australia like
Queensland, New South Wales, Cairns, Port Macquarie and many more as such. The large
scale population along the coastal cities of Australia is a major reason for the selection of the
growth strategy.
Implementation
The implementation will be carried out through a number of processes. This includes;
a. Market survey to determine feasibility
b. Selection of an implementation team
c. Application of the strategies
d. Monitoring the progress

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Communication Skills
Marketing communication is one of the most important elements of the modern day
marketing. The communication and dismantling of business information helps the
organization to apply the right strategy at the best possible time and ensure business success
accordingly (McCamley and Gilmore 2018). Some of the major skills that will promote
communication includes;
a. Social media accounts to connect with customers
b. Formal and informal meetings to connect with employees
c. Visits by senior managers and supervisors to the different stores
d. Sharing regular information
Leadership Skills for gaining trust of the company
The leaders of Houzit must have a proper and strong leadership skill that can be said
to be important for gaining business trust. The leadership skill can help ensure the success of
the organization in the best possible manner.

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References and Bibliography
Fahad, Z. and Tran, H., 2019. Development of a digital marketing plan by using a
combination of digital marketing tools.
Hollensen, S. and Opresnik, M.O., 2019. Marketing Mix in the Marketing Planning
Process. World Scientific Book Chapters, pp.203-382.
Hollensen, S. and Opresnik, M.O., 2019. Situational Analysis in the Marketing Planning
Process. World Scientific Book Chapters, pp.43-138.
Lourenço, C., 2017. Development of a marketing plan for a new business model of Edp
comercial or how can EDP be the Uber and not the Taxi Driver (Doctoral dissertation).
McCamley, C. and Gilmore, A., 2018. Strategic marketing planning for heritage tourism: A
conceptual model and empirical findings from two emerging heritage regions. Journal of
Strategic Marketing, 26(2), pp.156-173.
Meyer, P.H., 2016. A Parish Guide to the Use of Creative Problem Solving in Marketing Plan
Development.
Paley, N., 2017. How to Develop a Strategic Marketing Plan: A step-by-step guide.
Routledge.
Wood, M.B. and Jobber, L., 2016. The marketing plan handbook. Pearson.