Task 02:

Prepare and present a marketing plan (Project Plan and

Presentation)

1. For the organisation outlined in the case study materials from Assessment Task 1, and
using the strategies and tactics developed in Assessment Task 1, you will need to
prepare a marketing plan using the headings below.

a. Executive summary – Provide an overview of the organisation and the plan,

which simply states what is to be achieved.

Executive summary

I have been appointed as the marketing manager to review the houzit and its
marketing strategies and its goals. I will consider some marketing opportunities
and provide brief summary evaluating two alternative, including the benefits
and risks associated with each option.

Houzit is known as specialise in bathroom fittings, bedroom fittings, mirrors and

decorative in entire Brisbane. Their chain of home wares store has been spread
by 15 all over the Brisbane now, which has been managed and controlled
through head office in Milton.

Houzit has been entered at 15th years of service in this home ware field. Which
offer a wide range of home ware items on easy to manage payment terms and
condition, provides 3 years of guarantee on each product sold.

Target Customer

 Advanced house hold people.

 Renovators and new home builder
 20 to 50 years old people
 Customer who prefers drive to an easy to access store.

Some of the trends and focuses and its effects

 Quality:- main preference is produce high quality product which is

increasing as customers are learning to appreciate it.
  One piece items: unique items attract customer and they want home-
wares that stand out from mass produced, low quality items.
 Choice or selection : Customer are demanding a larger selection of
choices. They don’t want to see limited selection or option of home
wares.

b. SWOT analysis – Submit an overview of the organisation’s strengths,

weaknesses, opportunities and threats (analysed in Assessment Task 1).

Swot Analysis

Strengths:-

 Most Repeat customer with high loyalty service

 Houzit has highly skilled and knowledgeable staffs about their products.

 Assortment of offerings that exceed competitors’ offerings in quality,

range and accessibility.

Weaknesses:-

 Low marketing budget hamper in brand awareness development.

 A lots of struggle to continually fund the growing long-term
repayment plans taken out by our customers.

Opportunities:-

 A growing market in a high growth area with a significant percentage of

the target market still not aware of Houzit’s offer.
 Increasing sales opportunities outside of our target area – greater
Brisbane.

Threats:-

 Competition from local independent retailers can drive down

prices, as owner operators have lover overhead costs than our
staff-run stores.
 Competition from national chains moving into the Brisbane market.
  A slump in the economy reducing customer's disposable income
spent on home-wares.

c. Marketing objectives – Include the objectives of the organisation (discussed in

Assessment Task 1).

 Increase sales from $15million per year to $20million per year in

the next three years.3
 Increase our loyalty customers list from 10,000 to 15,000.
 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.

d. Strategies – Outline the marketing opportunity selected and strategies

developed in Assessment Task 1.

Include your reasoning for the marketing mix decisions that you made and the
strategies you selected, referring to the SWOT, risk and gap analyses
undertaken.

Tools which can help you assess your business's situation include:

 SWOT analysis- helps you identify your business's strengths, weaknesses,

opportunities and threats.
 Benchmarking- measures your business's performance against similar-sized
businesses in your industry.
 Market research- investigates your business's market and industry to identify trends,
changes and customer or client demands.
 Trend analysis- uses business data collected over time to identify consistent results
or trends.

Set clear goals

Business goals can be as broad or as specific as you want them to be. Writing down your
goals clearly will make it easier for you to achieve them. Make sure your goals are:

 specific- state clearly what you want to achieve

 measurable- make sure you can evaluate success
 achievable- check your objective is something you have the time and resources to
meet
 relevant- make sure your objectives improve profit drivers and improve some part of
your business
 timely- set a specific date for completion.

Strategies for improving employee performance:

 Acknowledge to the employee the specific contributions he/she is making that

positively impact your organization’s success.
 Be supportive when your employee experiences failure. Frame it up as a learning
opportunity and alleviate the pressure for perfection.
 Align the employee’s job responsibilities with their strengths and passion. We all do
better when we are assigned tasks/projects we excel at doing.
 Pay attention to signs of burnout and encourage self-care such as time off, regular
lunch breaks and exercise.

e. Implementation – Provide an outline of the tactics devised for implementation

in Assessment Task 1. You need to provide you reasoning for choosing these
tactics, and outline the process for reviewing performance.

There is a big push by governments on the issue of sustainability.This focuses

mostly on environmental issues of waste management and energy conservation
so Houzit is going to introduce new regulations to find ways to still provide
customers with what they want without the high electricity usage.’

1. Setting up the franchising system tactics

Costin Accountability and
Activities KPls
g responsibilities
Hire a professional person who knows $1000 Manager Sales
franchising procedures
HR Manager Customer
 Marketing Satisfaction
Manager
Sales
Recruit a manager to do the training for
$1000 HR Manager
the franchisees Customer
Satisfaction
Marketing
2. The advertising tactics
Costin Accountability and
Activities KPls
g responsibilities
Manager
Sales
$2000
Advertisement on TV HR Manager
0 Customer
Satisfaction
Marketing
Manager
Sales
Magazine advertising in Beautiful $1000
HR Manager
House 0 Customer
Satisfaction
Marketing
Manager
Sales
Catalogs $5000 HR Manager
Customer
Satisfaction
Marketing
Manager
Sales
Online advertising $1000 HR Manager
Customer
Satisfaction
Marketing

Reasoning for choosing these tactics

 Effectiveness
 Price
 Efficiency
 Ease of Implementation
 Able to reach a wider audience

Outline the process for reviewing performance.

We will compare the estimated expected performance with the actual performance using
KPIs and targets. The variances will be recorded and reported.
Product

Our products enable our customers to experience support, gather ideas and options, and
accomplish their decorating goals. They will be able to create a look that is truly unique to
their home. They will not be able to do this in the same way through any other resource.

Price

Product pricing is based on offering high value to our customers compared to most price
points in the market. Value is determined based on the best quality available, convenience,
and timeliness in acquiring the product. We will consistently be below the price points
offered through interior designers and consistently above prices offered through the
warehouse/seconds retail stores, but we will offer better quality and selection.

Promotion

The most successful advertising and promotion has been through the following:

Communication through mass media, the firm will usually pay for this type
Advertising
of communication.
Developing a positive relationship between the organisation and the media
Public and the public. Good public relationships involves not only creating
Relations favourable publicity through the media but also involves minimising the
impact of negative situations.
Promotions designed to create a short term increase in sales. Examples of
Sales
sales promotion include money off coupons, discount codes and "flash
Promotion
sales".
Personal Sales interaction between the firm's representative and a consumer on a
Selling one to one basis.
This involves sending marketing to a named individual or organisation.
Direct Mail
Firms often buy lists of names, e-mails and postal addresses for this
(post and e-
purpose. This can be highly effective when the direct mail recipients are
mail)
within the firm's target market.
Internet Placing adverts on internet pages through programmes such as Google's
Marketing AdWords.
Firms place daily messages on social media such as Facebook and Twitter to
Social Media keep customers interested in their organisation. They may even run
promotions, flash sales and discounts just for their social media readers.
Sponsorship An organisation or event is paid to use your branding and logos.
Sponsorship is commonly used in sporting events; player's clothing and
stadiums will be covered in the firm's branding and even the tournament
may be named after the firm. Although effective sponsorship requires a
 large audience you may get smaller firms interested in local business
sponsoring small events in their area e.g. school fairs.

Promotion Through The Product Life Cycle

As products move through the four stages of the product life cycle different promotional
strategies should be employed at these stages to ensure the healthy success and life of the
product.

Promotion strategies that can be employed at each stage of the Product Life Cycle are as
follows:

 Introduction

When a product is new the organisation's objective will be to inform the target audience of
its entry. Television, radio, magazine, coupons etc may be used to push the product through
the introduction stage of the life cycle. Push and Pull Strategies will be used at this crucial
stage.

 Growth

As the product becomes accepted by the target market (at this stage of the life cycle) the
organisation will employ strategy to increase brand awareness and customer loyalty.

 Maturity

At this stage of the life cycle the product will be experiencing increased competition and will
need persuasive tactics to encourage consumers to choose their product over their rivals.
Any differential advantage/benefit will be need to be clearly communicated to the target
audience.

 Decline

As the product reaches the decline stage of its life cycle, all the organisation can do is use
strategy to remind consumers about the product in a bid to slow the inevitable