The company is named Houzit Pty Ltd, it is a retailer for home wares. Houzit is a chain of homewares stores in Brisbane that specializes in bathroom fittings, bedroom fittings, mirrors and decorative items.. It is a growing business. It has 15 stores in Brisbane area, with all stores being managed and coordinated from their head office in Milton. It has 150 staff members. The analysis of each of the aspect of the company overview is provided under the following heads. Strategic direction and Organizational objectivesSTRATEGIC DIRECTION
The strategic directions of Houzit can be ascertained from the company’s vision and mission. Houzit is a national retail brand that is satisfying the home makers’ needs by providing them unique, wide variety of quality homeware products with an easy payment procedure.
The mission of the company asserts that the organization is planning to move towards enlargement of its business by ensuring its presence in all the major cities of Australian market by the year 2020.
The basic focus of the company is on three parameters: Quality, Unique items and Selection In this postmodern era every organization should direct their marketing strategies in way that the strategic goals could be achieved smoothly and efficiently. Strategic direction is a course of action that leads to the attainment of the set goals of a company. It is also the vision of the company that is necessary for success in giving direction for employees to follow in order to achieve set goals. Setting strategic direction involves finding a target direction and committing to get there. It begins with developing a clear vision for a company thereby increasing its competitive advantage. Mission and vision of a firm
Current size, capabilities and resources of the organization
Houzit has completed almost five years of its operations. This part basically relates to the characteristics of each of the store that is under the platform of Houzit. Current size of each of the Houzit store: 1000-1500 m2Capabilities: Each of the Houzit store has a capacity to generate the following sales breakupBathroom fittings: 30%Bedrooms furnishings: 35%Mirrors and decorative items: 20%Lighting fixtures: 15%Resources: 15-20 fulltime employees along with number of casual workers
Houzit currently has 15 stores spread across the greater Brisbane area and the head quarter is in Milton. The strengths of Houzit are having the excellent staff that is highly skilled and knowledgeable about homewares, having a great retail space that is bright, functional and efficient for a commercial urban district, having high customer loyalty among repeat customers, having assortment of offerings that exceed competitors in quality, range and accessibility. However, the weakness of Houzit are a limited marketing budget to develop brand awareness due to the lack of critical mass and store cover and the struggle to continually fund the growing long-term repayment plans taken out by our customers.......
The gaps between objectives and current capabilities and resources
The marketing opportunities identified to meet the objectives are franchising and joint venture. However when applying those 2 marketing opportunities we need to identify its risks and benefits.
As the Marketing Manager, the franchising are recommended as the best addresses objectives according to the objectives and the benefits of franchising mentioned above and the marketing mix strategy will be used and applied in order to fits within the capabilities and resources of Houzit. Marketing is integral to the success of a business, large or small, with its primary focus on quality, consumer value and customer satisfaction.
The following describes the four P’s of marketing:
are the goods and services that your business provides for sale to your target market. When developing a product you should consider quality, design, features, packaging, customer service and any subsequent after-sales service.
is in regards to distribution, location and methods of getting the product to the customer. This includes the location of your business, shop front, distributors, logistics and the potential use of the internet to sell products directly to consumers.
concerns the amount of money that customers must pay in order to purchase your products. There are a number of considerations in relation to price including price setting, discounting, credit and cash purchases as well as credit collection.
refers to the act of communicating the benefits and value of your product to consumers. It then involves persuading general consumers to become customers of your business using methods such as advertising, direct marketing, personal selling and sales promotion
A value chain is the full range of activities including design, production, marketing and…...
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