Marketing Strategy and Plan: Houzit Company's Global Competence

This report provides a comprehensive marketing strategy and plan for Houzit, a homeware furnishing store. It begins with an executive summary followed by a SWOT analysis, highlighting the company's strengths (specialization, customer loyalty), weaknesses (lack of skilled management), opportunities (pricing penetration, digital marketing), and threats (price perception, increased competition). The report then outlines Houzit's marketing objective to increase demand for customized products and details the strategies to achieve this, including pricing and promotional strategies. The implementation section describes the steps taken to analyze the market, evaluate competitors, segment products, and utilize social media for promotion. The report concludes with a list of references used in the analysis.

Running Head: Marketing Strategy and Plan
Marketing Strategy and Plan

Marketing Strategy and Plan 1
Executive summary
The purpose of this report is to provide a SWOT analysis of the company Houzit. This report is
in continuation with the task one. Further, this task tells about the marketing strategy of the
company. And the implementation task with the help of which they shall gain competence in the
global market.

Marketing Strategy and Plan 2
Contents
Executive summary.....................................................................................................................................1
SWOT Analysis.............................................................................................................................................3
Marketing objective.....................................................................................................................................4
Strategies.....................................................................................................................................................4
Implementation...........................................................................................................................................5
References...................................................................................................................................................6

Marketing Strategy and Plan 3
SWOT Analysis
Strength
Houzit homeware furnishing store has gained specialization in manufacturing bedroom,
washrooms, and decorative items in their organization. Being limited to a certain brand gives
them the advantage to gain specialization in the products which they produce.
Apart from that being situated in Brisbane gives an advantage to the company to gain the loyalty
of customers by providing them efficient services and fulfilling their entire requirement.
Recognition of the brand is created in the target market which them advantage to attract more
and more customers (McDonald, and Wilson 2016).
The customer relationship management of the company also helped them to gain competitive
advantage in the market the company also provides efficient after sale services due to which
goodwill is maintained in the market.
Weakness
One of the weaknesses noticed in the company is lack of skilled management in the organization.
There are only 15 fixed employees and other are casual employee based on the work. This shows
that when there is requirement of high skilled employees the company hires them, otherwise they
work with their existing employees only.
This acts as a weakness for the company because they do not have skilled management in their
management due to which many times the company faces difficulty in manufacturing products.
So, if an emergency occurring in the company then it becomes difficult for them to fix because
there is lack of employee who is adequately skilled to solve the issue (Wertenbroch 2015).
Opportunities
The opportunities which the company has is that they engage pricing penetration scheme in their
management due to which many customers get attracted to buy the furniture of the company.
Pricing penetration strategy refers to the strategy to marking different prices for the difference

Marketing Strategy and Plan 4
according to the will of the company. So, in this case, the company set prices according to the
demand of the product in the market and the price of competitors as well.
Also, the company is focusing on optimizing the digital marketing strategy which gives them the
advantage to expand the customer base beyond their geographical boundaries (Malhotra 2016).
Threats
The opportunities of the company can also act as a threat to them. As the company is focusing on
using the price penetration and market penetration strategies so it shall be noted that price
penetration can raise issue in the mind of customers of the company. If the company marks fewer
prices on the product than other competitors then the customers might feel that they provide low-
quality products. Due to this process, the identified mage of the company can change into a
company producing low quality products.
Apart from that digital marketing leads to increase in competition as well. Houzit is small firm
emerging in the global market so digital marketing can act as a threat for the company
(Westwood 2016).
Marketing objective
The marketing objective which Houzit shall target is to increase the demand for their customized
product in the target market. For the same purpose, the company shall implement adequate
strategies to achieve the objective.
Strategies
The below mentioned are the strategies which the company shall implement in their business so
as to fulfill the marketing objective:
 Pricing strategy: as discussed in the above mentioned statements Houzit Company aims
to use the pricing strategy in the management so as to gain the competitive edge in the
market. Pricing strategy will help the organization to target all the segment of the market.
All the lower, middle and high income class people can purchase the furniture from the
company.

Marketing Strategy and Plan 5
 Promotional strategy: the strategy of the company is to use the available digital services
and advertise their furnishing brand in the market. They aim to advertise the company
through social media (Strauss 2016).
Implementation
Houzit Company implemented the following step in order to gain the marketing strategies:
 The initial step is to analyze the market and evaluate the taste and preference of customer
present in the market. Apart from that the managers of the company also need to analyze
the marketing strategy of the competitors present in the market.
 Further, they shall aim to form a marketing plan which shall assist them to fulfill the
objective.
 In accordance to that the management shall group their product according to the segment
of customers present in the market. Like the low price and high price, products shall be
segregate differently.
 Lastly social media promotional tools like Facebook, Instagram etc. shall be used by the
management so as to gain competence in the global market. They shall promote their
product with specifications so as to gain the interest of customers (Ryan 2016).

Marketing Strategy and Plan 6
References
Malhotra, N.K., 2016. Marketing in and for a Sustainable Society. Emerald Group Publishing.
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit from
them. John Wiley & Sons.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Strauss, J., 2016. E-marketing. Routledge.
Wertenbroch, K., 2015. From the Editor: An Opportunity for More Relevance from Broadening
Behavioral Research in Marketing. Journal of Marketing Behavior, 1(1), pp.1-7.
Westwood, J., 2016. How to write a marketing plan. Kogan Page Publishers.