BSBMKG609: Development of a Marketing Plan for Houzit Enterprise

This report presents a comprehensive marketing plan for Houzit Enterprise, a chain of homeware shops in Brisbane. The plan begins with an organizational overview, detailing Houzit's strategic direction, objectives, resources, strengths, and weaknesses. It identifies marketing opportunities such as digital promotion and joint ventures, evaluating risks and benefits. The core of the plan outlines a 4P's marketing mix strategy, including product development, pricing strategies, placement considerations, and promotional activities. The report also includes a competitive analysis, life cycle model assessment, and metrics for measuring marketing performance. Furthermore, it covers tactics for scheduling marketing activities, costing, and key performance indicators (KPIs), along with legal and ethical considerations, ultimately providing a detailed roadmap for Houzit's marketing efforts.

Running Head: MARKETING PLAN OF HOUZIT ENTERPRISE
MARKETING PLAN OF HOUZIT
Name of the Student
Name of the University
Author Note

MAARKETING PLAN OF HOUZIT ENTREPRISE
Introduction
The present studies revolve around the advertising and marketing plan. It is obvious that in order
to achieve profits and competitive advantages, the development of a proper marketing plan is
necessary. With the help of this, an organisation could identify its key advertising and marketing
element of the business and Cleary maps out the business paths, objectives and targets (Burns
and Dewhurst 2016). Hence, to identify current business opportunity and competitiveness of the
market, this study concentrates current business operation of the company Houzit. This report
separate into three different parts. All of these three parts include- organisational overview,
structure, size, market plan and opportunity and tactics of implementing opportunity.
Discussion
Part 1
Organisational overview
The enterprise Houzit is referred to as a chain of home-wares shops in Brisbane city. The
organisation is specialised in toilet fittings, mirrors, bedroom fittings, and other ornamental or
decorative gadgets. Houzit is presently operating its business across the whole Brisbane with 15
stores. All of these stores being controlled from their headquarter in Milton.
Strategic direction and Objective of the organisation
Houzit is determined to go to be a national retail emblem of meeting and satisfying the desire
and needs of human beings with its superior quality of products. The company is planning to
develop a large marketplace presence in homeware in each metropolitan city of the country.
Recently Houzit has 15 different stores in various places across the city. The organization is

MAARKETING PLAN OF HOUZIT ENTREPRISE
looking for to open up its new outlets in other specific regions of the country and try to create a
strong competitive market presence. Hence to fulfil the target, the organisation set some unique
marketing strategies. The implementation of these strategies may lead the Houzit to a
competitive position in the market. The objective of this company is to increase their product
sales from $15 million to $20 million per year over the next three year, and another objective is
to create a superior brand image and brand recognition. Hence at least one in three-person learns
about the company. The organisation tries to increase its customer loyalty list from 10000 to
15000.
Current size, resources, and capability of the organisation
Houzit is strolling its business nearly for 50 years. For that reason, the resource and size of the
organisation are becoming more extensive. The organisation mainly focuses on building outlets
at a commercial and urban retail district. The size of the company is near about 1,000- 1,500m2.
The company has total 15-20 full-time staffs and has a large number of causal staffs. The
company has a wide range of homeware gadgets and services. Except to make various types of
products and services, the company adopts multiple types of price plan.
Strengths of the organisation
 The working staffs of this organisation are highly skilled, well trained and knowledgeable
 Ample retail space which is bright and effective for commercial and urban retail district
 Immoderate consumer loyalty among repeat consumers
 Offerings superior quality of products with wide range and accessibility

MAARKETING PLAN OF HOUZIT ENTREPRISE
The weakness of the organisation
 The organisation has limited budgets to enhance brand awareness due to lack of outlets.
 The organisation continuously
The gaps between the objectives and the recent capabilities and resources
Houzit is making plans to boost their product sales from the recent figure to a larger figure in the
upcoming three years. The organisation might face a few financial issues. The organisation has
limited marketing budgets, thus executes the objectives; the organisation may require a huge
amount of financial resources. To increase their sales volume and expand their market, the
organisations have to open up brand new stores and also maximise the capabilities of human
resources. To develop brand recognition and brand awareness within a span of two years, the
organisation has to concentrate on the advertisement, promotional campaign, and endorsement of
products (Blackburn, Hart and Wainwright 2013). Besides, the organisation also has to
concentrate on the product quality and services that is again the question of huge investment.
Part 2
Opportunities
In order to fulfill the organisational goals, the organisation could concentrate on digital
promotion and joint venture because digital platform help to connect with people around the
world within a very short period. Besides digital marketing, Houzit also concentrates on
penetrating pricing policy. Penetration pricing policy could help to boost the market share by
selling their services and products comparatively at low charge.
Evaluating the risk and benefits of each opportunity

MAARKETING PLAN OF HOUZIT ENTREPRISE
A Joint venture is one type of strategic alliance where a minimum of two parties, usually
business, from a partnership. That means two or more company jointly works together. For
Houzit it is a great opportunity, because joint venture leads to increase their brand awareness,
reputation as well as productivity.
Recommending the marketing opportunity
Houzit could concentrate on lifestyle of the customer, their income, age, family rituals and other
demography. Therefore peoples could satisfy their desire and need purchasing those products
which are based designed based on their lifestyle (Storey 2016). To increase their sales volume
the organisation could pay attention to lead the business in international market. The joint
venture also helps them to go global and helps to increase their sales volume.
2. a. Marketing mix strategy
To increase product sales and revenue, the organisation could apply 4P’s marketing mix strategy.
This marketing mix strategy could help to cover the major area of the business.
This strategy includes- product, price, place, and promotion
Product
Houzit should develop their homeware products aligning with the modern lifestyle of the people.
Thus Houzit should boarder its products class to stay competitive within the market. The
organisation mainly provides- toilet fittings, mirrors, bedroom fittings, and other ornamental and
decorative gadgets. The organisation cloud enhances the strategy, which is cost-efficient and as
well as unique. Houzit could raise its product class by including- Dining room fittings, kitchen
fittings, cooking equipment, and wall decoration.

MAARKETING PLAN OF HOUZIT ENTREPRISE
Price
The attractive pricing policy is also very important to increase market share. The organisation
should set a penetrating pricing policy. Houzit could maintain the quality and design of the
products effectively and sell the products comparatively at a low price. The market is highly
competitive because the other local retailers also provide the same products and service at a low
price. So, penetration pricing policy plays a significant role to increase this company’s sales and
as well as market share.
Places
Houzit operates its business only in Australia. They recently have 15 outlets spread across the
Brisbane city. The organisation is looking for to open up its new outlets in other specific regions
of the country and try to create a robust competitive market presence.
Promotion
For the promotion of their products, the organisation could focus on personal selling and direct
selling. Thus, rather than depending on suppliers and distributors, the organisation could
immediately sell their homeware products from their retail stores. The organisation also could
distribute handbills or leaflets, which contains all the details of every product. The organisation
could concentrate on digital promotion and advertisement because digital platform help to
connect with people around the world within a very short period.

MAARKETING PLAN OF HOUZIT ENTREPRISE
2. C Detailed Marketing performance
Competitive Analysis
Houzit is running its homeware business over a long time, so the organisation has various
marketing opportunities to increase its business. Similarly, the company faces some significant
challenges.
 The company tends to distinguish its services and products from its competitors. Houzit
increase outlet promotion and advertising to maximise the visibility of its products
similarly to brand awareness.
Market Share- IKEA is one of the major competitors of Houzit. IKEA is popular in the market
for its various category of the products line. But Houzit has a national presence and a huge
number of the customer. The market size of IKEA is comparatively larger than Houzit. Houzit
operates its business only in the Brisbane city of Australia. They deal with small market. Houzit
gains popularity and reputation due to its superior quality of products and services.
Life Cycle Model
The business cycle model consists of a total of seven various stages including the initial stage to
ultimate stage of business.
Seed- It is the 1st stage of the business life cycle. Houzit should attention to matching the
business opportunity with objectives and goals.
Startup- In this stage, Houzit will be inclined to overestimate the financial requirement and time
to market. Therefore the primary challenge isn’t always to burn through the quantity of capita it
has.

MAARKETING PLAN OF HOUZIT ENTREPRISE
Growth- In these stages, the company faces lots of challenges due to its financial and time-
related issues. Therefore the organisation implements effective management to develop the
necessary business plan.
Established- In this stage, the company has to deal with the competitive market. Houzit faces
some problems such as- economy, competitors and nature of environments
Expansion- The organisation thinks of transferring in to the market place starting new stores in
the modern marketplace. And for that reason, the organisation also has to deal with different
types of external marketing threats, like- economic scenario, pricing policies and other
competitors in the market.
Mature- In these stages, the organisation Houzit faces lots of challenges such as- declining of
sales and revenue. However, Houzit looks for the joint venture for their business growth.
Exist- this is the last stages of the business life cycle, which is about getting the right valuation.
Here the organisation seems at its business operation and competitive barriers.
2. D. Metrics for measuring Marketing performance
There are few aspects like- Brand awareness, customer acquisition, the loyalty of the customers,
all of these aspects are related with marketing performance.
The loyalty of the customers
Houzit should offer some special benefits and discounts to the potential consumers who are
buying their products for a long time. For those customers, the organisation could offer extra
benefit and special discount, and that strategy will create customer loyalty toward the brand.

MAARKETING PLAN OF HOUZIT ENTREPRISE
Customer acquisition
To expand sales volume, it is essential to attract more consumers towards attractive product and
services.
Brand awareness
The company needs to pay interest on developing brand awareness because brand awareness
assists to make the consumer more aware of products.
3. Tactics
Scheduling marketing activities
Houzit is highly mobilised organisation. The Company has a strong link in between the product
lines and department. The company is putting extra efforts in meeting its objectives. The
management of the organisation needs to examine and evaluate the advancement of each
marketing objectives.
Costing
To implement the discuss-mentioned strategies, such as- the growth of business in the
international market, digital promotion and strategic alliance may require a huge amount of cost.
Houzit may have to spend near about $6000 - $10000 for this purpose.
KPI
KPI (key performance indicator) helps to evaluate the success of the organisation. Key
performance indicator could help Houzit to measure development in meeting advertising and

MAARKETING PLAN OF HOUZIT ENTREPRISE
marketing objectives. KPI helps to measure – sales volume of the organisation, increasing
market share and evaluate the cost of consumer acquisition.
Legal and Ethical requirements
The chosen tactics may have legal as well as the ethical impact on the business of Houzit. If
Houzit Properly follows the business rules and ethics, it can achieve more reputation. If Houzit
understands the social norms, then people could be reliable to Houzit, and the peoples may use
their products for a long period. This will help to increase overall sales volume of the Houzit. On
the other hand regulation also helps the Houzit to establish the company in new market. Houzit
receives ecological support from their Government.
Tactics fittings within organisational resources and capabilities
The mentioned tactics are fully effective for Houzit. All the tactics discussed in this study are
aligned with Organizational capabilities and resources. With the limited financial budgets,
Houzit could emphasise on meeting their business goals and objective of increasing product
sales.
Conclusion
On the completion of the overall report, it can be concluded that the organisation could face lots
of marketing challenges from its competitors. Many similar companies are present in the current
market, and they already have a strong brand positing in the market. So, the current market is
highly competitive. On the other hand due to constrained financial budgets, Houzit may not able
to implements all of its requirements. But, effective implementation of its goals and objectives
need to help the organisation to stay competitive in the current market.

MAARKETING PLAN OF HOUZIT ENTREPRISE
Reference:
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BRAD, I., 2014. BUSINESS PLAN –MAJOR MANAGEMENT TOOLS IN
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Burns, P. and Dewhurst, J. eds., 2016. Small business and entrepreneurship. Macmillan
International Higher Education.
Haag, A.B., 2013. Writing a successful business plan: An overview. Workplace health & safety,
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Perreault, W.D., 2018. Essentials of marketing. New York: Mc Graw Hill.
Storey, D.J., 2016. Understanding the small business sector. Routledge.