Develop a Marketing Plan BSBMKG609A

In this assessment task you are required to review and evaluate marketing opportunities for an organisation and develop marketing activities that reflect strategic directions of the organisation.

Assessment description

For the organisation outlined in the case study provided, identify two marketing opportunities and evaluate each opportunity for risks, strengths, weaknesses and alignment with organisational objectives. After you have reviewed the opportunities, select the best fitting opportunity for the organisation and develop marketing strategies, approaches and activities to take advantage of the opportunity.

Executive Summary

This report was commissioned to develop a market plan for Houzit in order to implement the strategies and tactics devised in Task 1. The aim is to develop a market plan in order to increase sales by capturing new market segment comprising of ethical consumers in greater Brisbane by making the business sustainable.

The report reveals that Houzit aims to significantly enhance its retail presence in homewares in every Australian Capital city, started with 15 stores in the greater Brisbane area their goals is to grow to 100 stores Australia wide by 2020. Australian Furniture market is in it maturity stage of industry life cycle and is characterised by limited growth, high competition and market saturation.

SWOT analysis is performed to identify the opportunities and threats present in the market. Marketing objectives of Houzit are studies and relevant strategies are development on order to achieve desired objectives. Detailed budget and action plan is prepared to ensure effective implementation of strategies. Processes like marketing program performance metrics, web analytics, product performance and measure of brand awareness are considered effective in measuring performance of the marketing plan.

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1.      Business Overview

Houzit is a chain of home wares stores located across Brisbane. It specialises in bedroom fittings, bathroom fittings, decorative items and mirrors. With its head office in Milton the company manages and coordinates activities performed in its 15 stores located in different parts of greater Brisbane area.

To become a national retail brand which with its unique and high quality home wares will satisfy the needs of home makers, products will be easily accessible to everyone through their easy to manage payment plan.

Houzit aims to significantly enhance its retail presence in homewares in every Australian Capital city, started with 15 stores in the greater Brisbane area their goals is to grow to 100 stores Australia wide by 2020.

2.      Market Overview

Australian Furniture market is in it maturity stage of industry life cycle and is characterised by limited growth, high competition and market saturation[1].