Houzit Organizational Overview
1. Organisational overview
Houzit is a retail brand, providing a wide range of functional and high-quality homewares to home makers. Its mission is to expand the number of its stores to 100 all over Australia. Its objectives focus on increasing sales from $15 million annual to $20 million annual within three years, increasing its loyalty customers from 10,000 to 15,000 and establishing brand recognition in Brisbane so that 1 in 3 individuals recognise the brand in surveys conducted within 18 months.
Houzit currently has 15 stores in the greater Brisbane area, which are all being managed by its head office in Milton. The floor space of one store is 1000 to 1500m2 and the number of full-time employees is between 15 to 20. Each store also has several casual workers. One of the company’s notable strength is that it provides high quality products. The second is that it has a wide range of products, which meets different customers’ needs. The third one is that it
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A marketing mix strategy is developed to fit within the capabilities and resources of the company.
2.2.1 market mix strategy product All the franchisees will only focus on high quality homeware products with a wide range, from mirrors and decorative items to room fittings and furnishings. price Since a new customer’s first purchase is usually decorative items or mirrors and this provides opportunity to sign them up to the company’s loyalty program, the company will price its decorative items relatively cheaper than the competitors. Strategies such as buy two items above $10 get one free gift and 10% off for certain mirrors will be used to provide a more competitive price and attract more new customers. Price for bathroom fittings and bedroom furnishings is generally 5-10% more expensive than competitors’ products, but all big items come with free delivery service.
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