Marketing Strategy: Case Study: Houzit

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CASE STUDY: You are the marketing manager for a chain of home-ware stores in Brisbane called Houzit. The marketing plan for the 15 Houzit stores was developed over 12 months ago and you are actively engaged in implementing the strategies to achieve the marketing objectives. Specifically, you are instigating those marketing activities that meet the marketing objectives of a 12% market share (up from 11%) and an increase in sales by 8.5% over last year’s result. No expansion stores are planned during this phase of consolidation and on average the stores achieved $24,680 per week for the year. The next six months of the marketing plan calls for increased marketing to match the growth in seasonal…show more content…
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 The following are the stated objectives of the organization (Houzit): To bring an annual sales increase of $ 5 million by moving the sales figures from $15 million per year to %20 million per year during the next three years period. To enhance the list of loyal customers from 10,000 to 15,000. Considering Brisbane as a potential market, brand recognition need to be established so that one out of every 3 people will recognise the Houzit brand in a random survey that is conducted in 18 months ' time. 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:…show more content…
Is the target set by the Houzit is difficult with the current capabilities and resources to achieve. This is because the company limited the number of employees. In addition to its focus on the company to operate its stores have bright, comfortable shopping misalignment been proposed government legislation. In this way, the company will determine the next gap Houzit goals and the company 's current strategy, capabilities and resources. Magazine advertising and PR, together with in-store promotions and web based promotions: Promotion is the way use to market the product product or service to customers, stakeholders and the broader public and increased marketing to match the growth in seasonal demand that occurs during this period. The marketing role was assigned to Marie and Tony. Marie manages the advertising/PR while Tony is a specialist search engine optimizer and webpage designer. They will do marketing in different ways to advertise to increase business of home ware stores in Brisbane called Hauzit. Such as: • Advertising • Selling • Sales Promotion • Public Relations • Promotional

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