Assessment 1 kwangza
BSBMKG609 Develop a Marketing Plan
Briefly discuss the organization and the purpose of the report.
Houzit is a chain of homewares stores in Brisbane that specialise in bathroom fittings, bedroom fittings, mirrors and decorative items. They currently have 15 stores spread across the greater Brisbane area, with all stores being managed and coordinated from their head office in Milton.
You have recently been appointed as the marketing manager and must now review the organisation and devise marketing strategies that will move Houzit towards its strategic goals.
Purpose of the report
A major purpose of the report is to set the company on a specific course in marketing. Goals of marketing generally align with broader company objectives. A new company looking to grow, for instance, often has a marketing plan that emphasizes strategies to increase customer base. A low penetration pricing strategy is a common technique in this case. Gaining marketing share, increasing customer awareness and building favorable attitudes are other common objectives. The objectives element of a marketing plan helps companies ensure all marketing investments have a target.
2. Organisational Overview
By 2020, Houzit will have a significant retail presence in homewares in every Australian capital city, starting with 15 stores in the greater Brisbane area and growing to 100 Australia wide.
1. Increase sales from $15million per year to $20million per year in the next three years.
2. Increase our loyalty customers list from 10,000 to 15,000.
3. Establish brand recognition in Brisbane so that at least 1 in 3 people recognise our brand in a random survey taken in 18 months time.
b. Discuss Current size, Capabilities and Resources of the Organisation, including any notable strengths and weaknesses
○ The typical Houzit store has the following characteristics: Size – 1,000–1,500 m2.
Capabilities and Resources
○ Employees – 15–20 full time, plus several casuals, They currently have 15 stores spread across the greater Brisbane area, with all stores being managed and coordinated from their head office in Milton.
Assessment 1 kwangza
Last updated: Sep 2023
c. Discuss the Gaps between the objectives and the current capabilities and resources
For the organisation objectives, the company need to
Melbourne and Sydney are cities which is property (like house, apartment ) growing rapidly so this will be one of the best opportunity to open some store in these two cities.
2. Strategic Alliances
Benefit of Strategic Alliances
One of the most attractive benefits of an alliance with another business is the opportunity to offer supplementary services to clients that otherwise would not be available.
Entering a strategic alliance will automatically increase awareness of a brand among an entirely new market that the franchise business has not had the resources to reach beforehand.
The opportunity to grow market size with a partnership presents the additional opportunity to increase awareness of the brand
Risk of Strategic Alliances
When you form the alliance…...
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