Plan Assessment Task 2: Prepare & Present a Marketing Plan
Submitted By: Qaium Sayeed ( STD 02 884)
This document reviews the strategies and tactics devised in Assessment Task 1 and describe how they meet the requirements for the organization. This presentation has to be presented to key stakeholders (a group assembled by supervisor) and revise my report. This report is summary of Marketing Strategies developed and marketing opportunity selected and implemented in Assessment Task 1.
Student ID: STD02 884 Name: Qaium Sayeed Assessment Task 2: Prepare and Present a Marketing Plan
Student ID: STD02 884 Name: Qaium Sayeed Assessment Task 2: Prepare and Present a Marketing Plan
BSB60507: Advanced Diploma of Marketing
Executive Summary
Vision Houzit will be a national retail brand, catering to the needs of home makers with a range of unique, high quality home wares made accessible to all through our easy to manage payment plan Mission By 2020, Houzit will have a significant retail presence in home wares in every Australian capital city, starting with 15 stores in the greater Brisbane area and growing to 100 Australia wide. We need to prepare a report/presentation to show how the selected marketing opportunity can help achieve organisational objectives set ( as above) SWOT Analysis Strengths: Excellent staff who are highly skilled and knowledgeable about homewares Great retail space that is bright, functional and efficient for a commercial urban district High customer loyalty among repeat customers Assortment of offerings that exceed competitors offering in quality, range and accessibility. Weakness:
Student ID: STD02 884 Name: Qaium Sayeed Assessment Task 2: Prepare and Present a Marketing Plan
BSB60507: Advanced Diploma of Marketing
A limited marketing budget to develop brand awareness due to the lack of critical mass and store cover. The struggle to continuity 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 Houzits 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 customers disposable income spent on homewares
Marketing Objectives 1. Increase sales from $15 million per year to $20 million 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 recognize our brand in a random survey taken in 18 months time.
Student ID: STD02 884 Name: Qaium Sayeed Assessment Task 2: Prepare and Present a Marketing Plan
BSB60507: Advanced Diploma of Marketing
Implementation The existing customers can be subjected to loyalty programs by giving discount for their long-term association. The location of stores can be exploited to gain more customers in suburban neighbourhood and urban retail district area. Work hard to sponsor events to increase its Brand Value in Brisbane area. References / Sources Home-ware Trade association Industry Data Australian Bureau of Statistics Greater Brisbane Area IBIS market Report 2009/10 Home-wares Home-ware Magazines and Publications International Newspaper The Courier Mail http://www.researchomatic.com/Marketing-Plan-86034.html http://brisbane.concreteplayground.com.au/news/120620/the-ten- best-vintage-homewares-stores-in-brisbane.htm