Houzit Marketing Plan Report: BSBMKG609, Semester 1

This report presents a detailed marketing plan for Houzit, a homeware retail chain based in Brisbane, Australia. The plan begins with an executive summary and includes a comprehensive SWOT analysis to identify the company's strengths, weaknesses, opportunities, and threats. It outlines specific marketing objectives, such as increasing sales, expanding the customer base, and enhancing brand awareness. The report details the marketing strategies employed, including differentiated marketing, the marketing mix, and online marketing campaigns. It also covers pricing, positioning, and branding strategies, as well as the implementation of tactics like integrated marketing communication. Finally, the report provides a performance review framework, assessing lead generation, brand awareness, customer response, and sales figures. The report concludes with a list of references used in its creation.

Marketing

Marketing 1
Name:
Student Id:
Trainer’s name:
Title of Assessment:
Assessment due date:
Actual submission date:

Marketing 2
Executive summary
Houzit is a leading retail brand satisfying to the needs of the homemakers by offering them an
exclusive and extensive range of the homeware products with the ease payment mode. The
company is deliberated to be leading chain of Brisbane providing an extensive range of
bedroom fittings, bathroom fittings, mirrors, and decorative items. Houzit is a growing
company and has fifteen stores in the area of Brisbane. Houzit wants to move towards
expansion of the business by certifying its presence in all the major cities of the Australian
market by 2020. The company has a major focus on parameters like quality, selection, and
unique items. This report states the marketing plan of Houzit comprising SWOT analysis,
marketing objectives, strategies, pricing, position and branding, implementation and
performance review.

Marketing 3
Contents
Executive summary...............................................................................................................................2
SWOT analysis......................................................................................................................................4
Marketing objectives.............................................................................................................................4
Strategies...............................................................................................................................................5
Pricing, position, and branding..............................................................................................................6
Implementation......................................................................................................................................6
Performance review...............................................................................................................................7
References...........................................................................................................................................10

Marketing 4
SWOT analysis
Strength
The strength of Houzit comprises skilled workers and employees who are having appropriate
knowledge and are a specialist in managing housewares. Houzit is identified as one of the
major homeware retail chains in Australia and having a great retail space. The brand remains
practical for a commercial urban district. Loyal customers kept on purchasing goods and
services on a constant basis. The products offered by Houzit are better than the competitors in
terms of accessibility, range, and quality.
Weaknesses
Houzit is having a limited budget to manage its marketing activities. It has worsened the
capability of the company to improve brand awareness, therefore the number of customers
has also decreased. It has become quite difficult for the company to offer an adequate amount
of fund for the re-payments which have been taken by clients. Houzit is even having sales
performance issues with high traffic (Vahlne and Jonsson, 2017).
Opportunities
The local market has been dominant due to growth in the population and the local economy.
Managing sales and transactions both offline and online has created sufficient opportunities
for Houzit to improve its brand awareness. The growing market has resulted in increased
demands along with brand awareness. The prospects and the scope of the sale have enhanced
the target area in Brisbane.
Threats
The most relevant threat faced by the company is in the form of competitive rivalries. Some
cases have been faced by Houzit where the local competitors have resulted in lower prices of
the products. The spending power of the customers has decreased greatly due to the economic
crisis. The sales of the company are decreasing in spite of having an online shopping website.
Marketing objectives
The marketing objectives of Houzit can be known from the points given below:
 Houzit is having the objective to fulfill the needs and necessities of the customers and
offer them with the exclusive range of good quality homewares.

Marketing 5
 The company makes sure that the payment plans are managed appropriately and
launch itself as one of the leading retail chains in every city of Australia.
 Enhancement of sales from $15 million every year to over $30 million for the coming
years.
 At current Houzit is having 10,000 loyal customers. It is the objective of the company
to increase the number of loyal customers to more than 15,000.
 Development of brand awareness in Brisbane by making people aware of the brand
through generating more traffic flow with increasing level of productivity and profit.
The company anticipates being recognized at least one in three people.
 The needs of the customers are changing on a regular basis; therefore, it has become
urgent for the company to adopt sustainable approaches to avert environmental issues.
The sustainable approaches can be made possible through the management of waste
and conserve energy (Soosay et al. 2016).
 It is also the objective of Houzit to enhance its infrastructure without putting any
adverse impact on the environment.
Strategies
The differentiated marketing strategies are adopted by Houzit to stand out. The payment plan
has been expanded for its own benefits. As compared to the competitors, Houzit does not
offer a high end and innovative products to the customers. The marketing mix strategy is the
most effective strategy used by the company to run a business and attain revenues with ease
and effectiveness. Houzit is using email and messages, trade shows and events and social
media marketing. The company has been successful in offering a unique range of products in
order to be innovative. The unique products will be promoted through the social media
marketing as people are active enough on the social media. Depending on the scope and
opportunities comprising increasing market share, increased sales opportunities and 5th
successful year of operations, Houzit has been successful in offering good quality housewares
with the ease of managing payment terms and conditions.
The quality products are produced through the highly skilled workers of the company. The
skilled workers are the biggest strength of Houzit. The highest quality products and services
offered by Houzit appealed customers to buy the housewares. The company’s location is
suburban neighborhood, and commercial (Bailey, 2016). The size is also good and every
store has twenty full-time staff. The transactions are managed through cash and long-term
repayment plans. Some other opportunities have been also identified by the company like

Marketing 6
signing the customers to the loyalty program and making sure that they are offered the right
type of products and services. Sometimes, the differentiates strategy adopted becomes
problematic due to the limited budget of the company in managing market activities.
Undertaking gap analysis, it has been found that Houzit is having currently $15 million sales
and having aim to attain sales of $22 million. The customer loyalty towards brand at present
is 10,000 and aimed to attain 18,000. When it comes to brand awareness, 1 out of 10 persons
are known to the brand at present whereas company aims to be known 1 out of 3 persons.
Houzit is having 15 stores at present in Brisbane and having aim to open 90 stores
worldwide.
Pricing, position, and branding
Pricing: The company competes with several retail chains, so it has to keep competitive
prices. The low prices set by the company constitute the concept, vision, idea, and strategy of
the organization. The products are offered by Houzit at low prices without even doing any
compromise on the products and services offered. The starting range of the products will be
$300 and will go on. This price is lower than the competitors. Both regulating costs and
business operations have been assessed constantly to keep the prices of the products and
services lower with ensuring international expansion.
Position: Being a retail brand, online shop and social media can be quite helpful in
distributing the product details. Online marketing will help the company to place the products
and services. This is how Houzit can position the products and services. The online platform
enables people to purchase products through an easy method (Garnier and Poncin, 2019).
Branding: Houzit will do branding through PR and magazine advertising. The advertising
space together with PR in one of the leading magazines and websites. The company will co-
operate with popular magazines in Australia like Home Beautiful, Australian House, and
Garden and Vogue Living Australia. In order to expand in the new areas, the company will
offer a 10% discount to the customers for a limited period.
Implementation
The tactics implemented by Houzit are a content plan, integrated marketing mix, campaign
planning, and outreach prospecting. Integrated marketing is a method to form a unified and
seamless experience for customers to communicate with the brand. Houzit used direct
marketing, event shows, social media, public relations, advertisements, and sales promotions
as a tactic to expand in the new market. The online marketing campaign has been chosen by

Marketing 7
the company as its customers nowadays prefer to shop online. Add on online shopping is the
most prevalent method of shopping due to ease in payment and saving of time. The outreach
prospecting has been created by the company by keeping reminders to the customers on the
websites visited by them (Alänge, Clancy and Marmgren, 2016).
Integrated
marketing
communicatio
n
Budget Starting
date
Ending date Department
Advertising $3600 1/3/2019 1/4/2019 Marketing
Email $2200 1/5/2019 1/6/2019 Marketing
Website $4100 1/7/2019 1/8/2019 Action
marketing
Direct mail $2100 1/9/2019 1/10/2019 Marketing
Public
relations
$2800 1/10/2019 1/11/2019 Marketing
Sales
promotions
$4100 1/12/2019 1/1/2020 Marketing
Digital
marketing and
social strategy
$3700 1/1/2020 1/2/2020 Marketing
Event shows $4200 1/2/2020 1/3/2020 Marketing
Total $22,800
Performance review
The performance will be reviewed by Houzit through its efforts like lead generation, brand
awareness, increase in sales, the response of the partners, response and reaction of the
customers. The performance of Houzit will be measured by comparing it with one of the
leading competitors, Ikea (Gong, Jiang, and Liu, 2019).
 Lead generation will be measured by conversation rate, email subscriptions, form
downloads, subscription to the annual report and loyalty program.
 Brand awareness will be assessed by website traffic, page reviews, video views,
referral links, and document views.

Marketing 8
 The increase in sales can be assessed by online sales, manual anecdotes, and sales in
the stores.
 The response of the partners can be attained through feedback and website traffic.
 The customer response can be evaluated through the face to face feedback, online
surveys, and comments.
Work objectives Description of the results
expected and how they will
be addressed
Description of the results
attained
Lead generation The lead generation will be
measured through
conversation rate, email
subscriptions, form
downloads, subscription to
the annual report and loyalty
programmes
By 1/3/2019 Houzit will
generate leads though the
sources decided
Brand awareness The brand awareness will be
carried through website
traffic, page reviews, video
views, referral links, and
document views.
By 1/5/2019 the company
will create brand awareness
and website traffic will have
great role behind it
Customer response The customer response can
be attained through face to
face feedback, online
surveys, and comments.
Houzit will be able to attain
customer feedback certainly
by 1/8/2019
Response of the partners The response of the partners
can be addressed by
feedback and website traffic.
The customer feedback
greatly influences to
partner’s response. The
partner response can be
received by Houzit by
1/9/2019
Increase in the sales It will be addressed through
online sales, manual
The increase in the sales will
be felt by the company at the

Marketing 9
anecdotes, and sales in the
stores.
end of the year 2019

Marketing 10
References
Alänge, S., Clancy, G. and Marmgren, M., 2016. Naturalizing sustainability in product
development: A comparative analysis of IKEA and SCA. Journal of Cleaner
Production, 135, pp.1009-1022.
Bailey, M., 2016. Marketing to the Big Middle: establishing Australian discount department
stores. Journal of Historical Research in Marketing, 8(3), pp.416-433.
Garnier, M. and Poncin, I., 2019. Do enriched digital catalogues offer compelling
experiences, beyond websites? A comparative analysis through the IKEA case. Journal of
Retailing and Consumer Services, 47, pp.361-369.
Gong, Z., Jiang, X. and Liu, L., 2019, March. The influence of brand culture on Enterprises: a
case study of IKEA. In International Academic Conference on Frontiers in Social Sciences
and Management Innovation (IAFSM 2018). Atlantis Press.
Soosay, C., Nunes, B., Bennett, D.J., Sohal, A., Jabar, J. and Winroth, M., 2016. Strategies
for sustaining manufacturing competitiveness: Comparative case studies in Australia and
Sweden. Journal of Manufacturing Technology Management, 27(1), pp.6-37.
Vahlne, J.E. and Jonsson, A., 2017. Ambidexterity as a dynamic capability in the
globalization of the multinational business enterprise (MBE): Case studies of AB Volvo and
IKEA. International Business Review, 26(1), pp.57-70.