BSBMKG609 - Develop a Marketing Plan for Houzit Homeware Appliances

This marketing plan focuses on Houzit Homeware Appliances, outlining strategic goals such as increasing sales, expanding retail outlets, and enhancing brand presence. The plan includes an executive summary, SWOT analysis (highlighting strengths like trained staff and weaknesses such as a limited marketing budget), and marketing objectives aimed at boosting sales and customer loyalty. Strategies encompass franchising, mergers, and a detailed marketing mix addressing product, price, place, and promotion. The implementation plan involves scheduling and budgeting to achieve the stated goals. The assignment fulfills the requirements of BSBMKG609, demonstrating an understanding of marketing principles and strategic planning within the homeware industry. The plan aims to address the challenges of a competitive market and leverage growth opportunities.

Houzit Homeware
Appliances
A Marketing Plan

Agenda
 Executive summary
 SWOT Analysis
 Marketing Objectives
 Strategy to gain Marketing objective
 Implementation Plan

Executive Summary
• Houzit’s Strategic goals
o Increase their product sales from $ 15 million to $ 20 million
per year in upcoming 3 years
o Expand number of retail outlet from 15 to 100
oExpand its presence and brand popularity to other Australian
cities
o Increase their loyal customer list from 10,000 to 15,000
• Franchising
•Overview of Marketing plan

SWOT Analysis
Strength
o Workers are trained, highly skilled and well-informed in
terms of Homeware
oHigh amount of new customer
oAmple retail place and has intense lighting
o offer good range of quality products
Weakness
o Limited marketing Budget
o Struggle to fund consumer’s long-term repayment plan

Opportunities
o High growth market
o opportunity to increase their sales outside of the Brisbane
City
Threats
o The present market is highly competitive
o Weak economic condition reducing the people’s purchasing
power on Homeware appliances

Marketing Objectives
oIncrease their product sales from $ 15 million to $ 20 million per year
in upcoming 3 years
o Establish Brand Awareness
o Increases loyalty customer list from 10,000 to 15,000
o Open more stores across the whole Australia

Strategies
Franchising
• merger and acquisition with other reputed homeware brand
Marketing Mix
• Product - Increase various types of homeware products , like-
dining table, sofas, decorative lights, stylish doors etc.
•Price - Not only high pricing they should also included moderate
pricing for middle class customer
•Place – Expand their business across Whole Australia
•Promotion - Social media, TV advertisement

Scheduling: the organization makes the schedule
regarding all of its marketing strategies
Activities Weeks
Market Research 20-22 weeks
Product promotion 10-120 weeks
Franchising agreement 22-30 weeks
After-sales service One week
Expense Amount
Franchising Cost $30,00,000
Promotion Cost $2,00,000
Stationary $20,000
Total $32,20,000
Budgeting
Implementation