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Executive summary:
This report studies marketing management of Briscoes homeware, an iconic retail brand of
New Zealand. It has glorious history of about150 years in retail sector. In 1988 Rod duke
took over as managing director. It comes under the briscoes group which has other brands
such as Rebel sport and Living and giving. At first, the research will cover that differentiated
and offensive strategy adopted by briscoes to be in competitive market. And briscoes
aggressive promotion worked well for the companys growth as well. the conclusion has
shown that the slogan of the Briscoes homeware should be first satisfy the customers
compared to other things. The strong point of briscoes homeware is vast products available
for homewares.

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Table of Contents
Executive summary:...........................................................................................................0
1 Introduction:........................................................................................................................ 4
1.1 Brief overview of the organisation:...............................................................................4
1.1.1 Background of the organisation:.............................................................................4
1.1.2 Organisations vision:.............................................................................................4
1.1.3 Organisations Mission:.................................................................................................4
1.1.4 Products or services offered:..................................................................................5
2. Current market environment:..............................................................................................5
2.1 Macro analysis of the organisation through PESTEL approach:...................................5
2.1.1 Political:.................................................................................................................. 5
2.1.2 Economic:.............................................................................................................. 5
2.1.3 Social:.................................................................................................................... 5
2.1.4 Technological:.........................................................................................................6
2.1.5 Environment:..........................................................................................................6
2.1.6 Legal:..................................................................................................................... 6
2.2 Micro analysis of the organisation:................................................................................6
2.2.1 Bargaining power of buyers: (High pressure).........................................................6
2.2.2 Bargaining power of suppliers:(medium pressure).................................................6
2.2.3 Threats of the substitutes:......................................................................................7
2.2.4 Threat of new entrants:...........................................................................................7
2.2.5 Competitive rivalry:.................................................................................................7
2.3 Market situation:...........................................................................................................8
2.3.1 Competitor analysis:......................................................................................................8
3. Marketing strategies:..........................................................................................................9
3.1 Market segmentation analysis of the organisation:.......................................................9
3.1.1 Geographic segmentation:.....................................................................................9
3.1.2 Demographic segmentation:...................................................................................9
3.1.3 Psychographic segmentation:................................................................................9
3.1.4 Behavioural segmentation:.....................................................................................9
3.2 Target Market Analysis of the organisation:......................................................................9
Differentiated strategy of Briscoes group:...............................................................................9
3.3 market position analysis of the organisation:..............................................................10
3.3.1 Competitive position of the organisation:..............................................................10
Market leader:...................................................................................................................... 10
3.3.2 competitive strategies:..........................................................................................10
3.3.2.1 Offensive market strategy:.................................................................................10

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 3.3.2.2 Defensive marketing strategy:...........................................................................11
4. Marketing Mix Analysis:.................................................................................................11
4.1 Product strategy analysis:...........................................................................................11
4.2 Price strategy analysis:...............................................................................................12
4.3 Place strategy analysis:..............................................................................................12
Selective distribution strategy:..............................................................................................12
4.4 Promotion strategy analysis:.......................................................................................13
Online and social media marketing strategy:........................................................................13
5. Marketing action plan for the Briscoes homeware group in 2018:.................................13
6. Marketing controls:........................................................................................................14
6.1 Marketing metrics for the analysis of the organisation:...............................................14
Sales metrics:....................................................................................................................... 14
Customer metrics:................................................................................................................ 15
Communication metrics:.......................................................................................................15
7. Conclusion:................................................................................................................... 15
References........................................................................................................................... 16

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1 Introduction:
1.1 Brief overview of the organisation:
1.1.1 Background of the organisation:
Briscoes Homeware Company was established in 1781 in UK and after that In 1862 first
briscoes warehouse store opened in Dunedin, New Zealand and after that it becomes iconic
retail sector in New Zealand &Australia As Well. It has now around 44 stores of briscoes
homeware all over the New Zealand. The company has provided the greatest products to
their customers in Homewares such includes furniture, outdoor living, cleaning and laundry
stuff , bags & Luggage. In early 2000, the Briscoes homeware becomes the company of
public interest and listed in the stock exchange NZX, New Zealand. The main headquarter is
located at Auckland. (Cravens, D. W., & Piercy, N. (2006).

The Briscoes homeware comes under the Briscoes group which has two subsidiaries rebel
sports and living& giving stores and overall 80 stores in all over New Zealand. The Briscoes
group has total 1800 workers that provide exceptional customer service . (Briscoes
Homeware, n.d.).

The Briscoes homeware is popular for its home products, but It started the journey as the
hardware seller, provide shovels and lanterns in the year of 1860. Moreover, the Briscoes
used to be a supplier of contracts to the government in order to create the bridges, railways,
post letters, the hydro systems and tunnels as well. In the year of 1930, the store has faced
the greatest financial loss in the past. And after that rode duke took over the company in
1988 and make it profitable retail store which is now a big brand name in New Zealand.
(offer by Briscoes Homeware, 2015, July 23 ).

1.1.2 Organisations vision:

The vision of the Briscoes homeware is to take first position in the retail sector in the whole
world. The main purpose of the business is to make the contract with the Kathmandu to
make the business strong in the world. Moreover, it is also stated that the Briscoes is going
to plan to open the stores in order to become leader in the market.

1.1.3 Organisations Mission:

The mission of the Briscoes homeware is to expand the number of the stores in the country.
From the annual reports, the conclusion is about that store did so much hard work to achieve
its target. In order to achieve the mission statement, the different strategies can be adopted
as shown below:

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 1. Eliminate the barriers that comes in the vision.
2. Do the partnership with the other leading companies for promotion.
3. Regularly check the national and international companies.

1.1.4 Products or services offered:

The products of Briscoes homeware include bed and bath material, electrical, kitchen, bags,
cleaning stuff and material, decorative and accessories, outdoor and living, furniture and
store as well.

The Briscoes group provides exceptional customer service to their customers which make
them happy and satisfied when buying the products. They also offer discount services on the
special items on the special days or public holidays such as queen day or Boxing Day .
[ CITATION anu17 \l 5129 ]

2. Current market environment:

2.1 Macro analysis of the organisation through PESTEL approach:

2.1.1 Political:

The regulation in New Zealand is based on the legislation of England. The regulation and
rules are decided by government and the election commission. The personality of the New
Zealanders is very open minded so therefore they believe in Fair Work in every field.
Therefore it's very easy to set up a business without issues. The Briscoes home ware group
has good relationship New Zealand government. (Andraab, 2016).

2.1.2 Economic:
The economy of the New Zealand is booming past recent years according to the statistics of
New Zealand. Most of the work environment comes from the agriculture department in New
Zealand. Therefore we can say that the 70% of the New Zealand economy is based on the
dairy farming and agriculture. In the case of Briscoes homeware group achieving good
revenue since past few years and help New Zealand to build up strong economy.

2.1.3 Social:
Briscoes have given very serious promise to the cure kids in term of providing finance.
Briscoes do charity to cure kids- a health research foundation (established in 1975) to

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ensure the health of kiwi kids who have serious illness from birth to not let them fight
alone.[ CITATION Abo17 \l 5129 ]

2.1.4 Technological:
The modern technology is changing rapidly which makes the businesses to grow very
intelligently. Briscoes launch online website of their own for briscoes homeware. So
customer can go directly to website and can do shopping or place an order and also get the
information regarding to brands and products and cost too.[ CITATION anu17 \l 5129 ]

2.1.5 Environment:
The environment Factor has no direct effect on the Briscoes homeware group as its a
homeware selling company and can do selling in anyway though. In New Zealand the
weather is uncertain and that can be barrier sometimes to sell seasonal products, but
Briscoes tackle that by clearing the stock as seasonal stock sale at reliable price.[ CITATION
anu17 \l 5129 ]

2.1.6 Legal:
The legal factors plays a very important role in every business. New Zealand has the good
rules through which the stakeholders can invest in the New Zealand. Goes home their group
has the shareholders who can invest and help them in order to get that and provide the
credits as well. (Yannopoulos, 2011).

2.2 Micro analysis of the organisation:

Porters five forces:

2.2.1 Bargaining power of buyers: (High pressure)

If the products are supplied by Briscoes homeware have high cost compared to other
stores, then the consumer may choose another store to buy it. But if the Briscoes
provides good products in terms of brand and quality, then the consumers may think
of the good products instead of buying the cheap one.

2.2.2 Bargaining power of suppliers:(medium pressure)

The market should ensure the potential alternative of same products are available in
the market. Briscoes get the products from the suppliers all over the world so
sometimes they can negotiate the price but still Briscoes homeware have high cost
compared to other stores because of settle the revenue of suppliers and get profit
from the customer.

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2.2.3 Threats of the substitutes:
The threat of any other substitute can be defined as risk that can be faced by the
Briscoes homeware group from their substitutes such as warehouse, k mart. The
threat can raised due to the following reasons.

1. Switching costs:
If the products are supplied by Briscoes homeware have high cost compared to other
stores, then the consumer may choose another store to buy it.
2. Availability of products by other stores:
The market should ensure the potential alternative of same products are available in
the market. In order to find the good competitors, the Briscoes Company has to think
about the process and try to find the ways to attract the customers.

2.2.4 Threat of new entrants:

The new entrants can be added to the market at anytime and anywhere. The other
new entrants can create a tough competition to the Briscoes homeware in the New
Zealand. The threats can pose different situations for the Briscoes group such as:

1. Need High capital: In terms of quality, the Briscoes Company has to invest a high
capital, because it will create a big barrier for the entrance of new entrants.
2. Access to the distribution: the relationships of Briscoes with Kathmandu can become
a strong threat for the new store in the market. In order to get the material, the new
entrant has to access the main distribution.
3. Government Policy: permission and licensing can act as a barrier to the new entrant
to the market. Like, new entrant has to get authority first from the city council to
establish new Business in the New Zealand which can take time.

2.2.5 Competitive rivalry:

1. Industry growth: growth of other homeware products providers can impose a problem
on the Briscoes profit.
2. Exit barriers: exit barriers can considered as a new entrant threat for the Briscoes
Company. When the other stores ae not performing well, then they are not able to
exit the competition. Therefore, they have to stay in the competition which may can
contain good situation for the Briscoes to stay ahead of the competition.
3. Switching costs: if the products are supplied by Briscoes homeware have high cost
compared to other stores, then the consumer may choose another store to buy it. But
if the Briscoes provides good products in terms of brand and quality, then the
consumers may think of the good products instead of buying the cheap one.

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 4. Brand differentiation: if the homeware products are given by the Briscoes Company
and they gain the loyalty from the customers, then it will define the loyalty of the
brand, which can become a good barrier for the rivals.
5. Diversity of competitors: the competitions can be different according to the cultural
background, the Briscoes is the kiwi owned company which can attract all the
customers that can pose a problem for the other competitors in the market.

2.3 Market situation:

2.3.1 Competitor analysis:

After the research, the two competitors of the Briscoes group are Kmart and
warehouse limited.

Competitor Product Price Place Promotion

Warehouse All general stuff Medium to Ranked good Specialised
cheap standing brand offers on
in the market of Christmas and
New Zealand public holidays
such as
Canterbury
anniversary and
boxing day.
Kmart All general and Usually Cheaper Ranked best Specialised
convenient stuff price compare to in terms of offers on
other markets. cheapness. Christmas and
public holidays
such as
Canterbury
anniversary
and boxing
day. And also
has clearance
sales for
cheap price

The main advantage of buying the products from these stores are the cheap products but
quality not guaranteed in some items. The individual who cant afford high price for
something, can buy from other markets. Because Briscoes have quality products with high

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rate sometimes customer cant afford to buy. Therefore, the competition is very high among
these competitors.

3. Marketing strategies:

3.1 Market segmentation analysis of the organisation:

3.1.1 Geographic segmentation:
The Briscoes homeware has the stores in the whole New Zealand. In Christchurch, there are
many stores for customers. The store at Westfield Riccarton grabs the most of the
customers because the area is highly populated. The climate in Christchurch is very frosty
and freezing in the winter, therefore, the Briscoes has the good range of woollen products for
the customers who are living in this area.

3.1.2 Demographic segmentation:

The Briscoes homeware provides vital range of product to the customer which can offer to all
age group different products. Homeware products always relate to all the members of family.

3.1.3 Psychographic segmentation:

Briscoes homeware divided the product range according to the lifestyle and attitudes of the
customers. For example: the products such as kitchen accessories can be provided in terms
of low range and high range in the market place. They divided product in goo-better-best
category to give customer choice.

3.1.4 Behavioural segmentation:

If someone buy the product from the Briscoes and felt that quality is superb and it is long
lasting, then individual will provide a good feedback on the quality of the products. They are
really happy with the customer service of the workers over there. According to the taste of
the customers, the Briscoes group provides all the stuff that can generate a good revenue.

3.2 Target Market Analysis of the organisation:

Differentiated strategy of Briscoes group:

According to this strategy the business has to find the most potential buyers in the
marketplace and then they have to decide which product can attract other customers most.
The differentiated strategy is one of the strategy used by Briscoes homeware to be in
competitive market. Where other markets uses low Cost strategy, this strategy makes
Briscoes Homeware differ from the other companies by providing the different features and

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good Solutions of problem. Briscoes homeware has a good Focus on increase the marketing
and promotion of their products in front of the customers so customers can find out the brand
in terms of quality as well.(Yuksel, 2012).

The differentiated strategy is usually adopted by the Briscoes homeware to target the most
of the customers in all segments and generate the sales in the form of revenue. Briscoes
use strategy to brand the features of the product in front of the customers, so that they will
attract and buy the unique and quality products. The current strategy of the company is to
stand on the first position in the retail market of New Zealand, which they already did through
their service. The future strategy is to offer the social products with the basic products, so
their sales will become double.

3.3 market position analysis of the organisation:

3.3.1 Competitive position of the organisation:

Market leader:
The position of a Briscoes homeware is said to be outstanding in the New Zealand market.
As per the previous annual reports 2017, company generates good profit in terms of sales
compared to the other stores are such as Warehouse and Kmart. They are also expecting
the 26% gain and the coming July which allows them to take a picture from their main
competitors. They are expecting the profit of 13 million in the September 2017 the managing
director of The Briscoes homeware Rod Duke has stated that they will get the more profit
even if the bad conditions as well. In order to remain number one in the market, Briscoes
launch two website for promotion of their products so that the customers can buy online
various products over there which is quite very cheap and easy to shop.

Because of the high prices, sometimes customers can shift to the lower prices product of
other brand which can create a bad effect on the position of the Briscoes homeware. But
still customers who are very good in buying and wants to buy good quality products they can
stick to the same market.

3.3.2 competitive strategies:

3.3.2.1 Offensive market strategy:
Frontal attack: The frontal attack strategy is used when the company is in market leader
position. The company can do the frontal attack which drive to match all the points with the
competition points can be the product, price and the place of promotion. The Briscoes
homeware group always use the frontal attack strategy as the marketing strategy for their

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business. In the days of Christmas and public holidays other competitor stores will provide
customers very cheap product but quality is not ensured, but the Briscoes provide the quality
of products with low price in order to sell the more products to the customers.

frontal attack strategy adopted by Briscoes in order to match the all the points of competition
with their competitors. Due to the strategy, Briscoes contains an advantage over the other
competitors because the Briscoes has gained the good reputation already in the eyes of the
customers in terms of quality of products. Therefore these likely to increase the sales in the
future as expected according to the stuff New Zealand.

3.3.2.2 Defensive marketing strategy:

Position defence: The position defence strategy is one of the main marketing strategy is
used vendor Briscoes home ware gets the position in the eyes of the customer and the
customers don't want to shift to the other company for the same products. The Briscoes
home ware group makes very difficult for the other companies to take the market leader
position in the eyes of the customers. The Briscoes home ware is continuously enjoying the
first position in the eyes of the customers and remain competitive in the computational
environment. Sometimes this strategy becomes weak because after current situations faced
by steps of the other companies even if the Briscoes is not able to change its position to
different aspects.

4. Marketing Mix Analysis:

4.1 Product strategy analysis:

The Briscoes used product development strategy for their current products beat it the
strategy tells us how to develop the product step by step process. The process is not as
simple as we think but it needs more attention by the company then they have to finance the
prototypes.

It can be shown as the v for the companies to get the competition and try to change the
need of the different customers. The product development strategy can provide the new
channels for the marketing and the share of the company can be increased in the market as
well. Introductory oddities, different strategies for good development of the product

First strategy is about to understand our main needs of the customer.

If we have the problem and solution too, that will create many new ways to
understand the problem.
Second we need to understand the quality of our brand which can be seen or
different with the other products of the other companies as well third weekend finder

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 chance to invest in the technology in order to give the products and services to the
customers very conveniently.

4.2 Price strategy analysis:

Market penetration strategy is very famous strategy that comes under Ansoff Matrix.
According to this strategy, business should sell their old products into the old market in order
to get the highest here in the marketplace. The Briscoes home ware also adopted this
strategy for growth because a tester minimum risk. According to this strategy the product
should be sold to the existing customers as well as the new customers. Let's take an
example, if got home very good provide some products to the customers who age lies
between 20 to 25, to sell the products to the mature customers group. The main condition of
the strategies is that the Briscoes homeware group is not able to grow without the past
success. The manager of the Briscoes group has to ensure that what things they did in the
past so that they can gain the competitive advantage in the market. In order to implement
the market penetration strategy we have to use the approaches which are listed below. Neil
Lane drive to incremental share of the latest products.

Try to look for the market which has future growth.

Search for the complications in the market and restructure the plan.
Use to approach that can attract customers of all segments.

One main thing is to remember that the market penetration strategy needs market details
and intelligence in order to work well. It also depends on the success of your product which
business already has the knowledge about. In this strategy the managers have to think
intelligence which can be used to take the decisions which are informed in nature.

4.3 Place strategy analysis:

Selective distribution strategy:

Selective distribution strategy is that type of strategy that comes under between data type
addition strategy that is intensive distribution strategy and exclusive distribution strategy. In
this strategy, the home ware group can use some of the intermediaries who has the ability to
carry of the products of the company. The products can be furniture, electronic products and
the home ware which can be distributed in this strategy provided by the retailers. The
strategy allows the business to create a good relationship with their partners and expect the
good work from them.

The main advantages of the strategy are it can cover the market as whole, it can increase
the control on the product and it can reduce the capital for the new investment in the product

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 distribution. The Briscoes home ware group can use this strategy for the distribution of the
product to the different customers and suppliers as well. During the research, I got to know
that the Briscoes home ware group perform the selective distribution strategy to take control
on the product and create a good relationship with the partners as well.

4.4 Promotion strategy analysis:

Online and social media marketing strategy:

The Briscoes homeware group have made use of online marketing on social media
marketing for the promotion of their products in the marketplace. In order to become an
effective organisation, thy adopted the latest social media platforms for promotion of their
products, there easily seen through the price of the product, buy and shopping online as
well. These are social media strategies can help in business to get the success and growth
as well.

The manager of the company can make use of different tools and platforms in order to make
their product invisible in front of the customers such as Facebook, Instagram, Twitter and
amazon. (Cox, Koelzer, 2002).

5. Marketing action plan for the Briscoes homeware group in 2018:

Activity Action Month Goals

Research Doing surveys on January- To understand rivals strategy

on the competitions April
competitor
s
Website Grab and analysis Increase the visitors in website
analysis the screenshots of May- through search optimisation analysis.
web pages. August

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 Blogs Create the September Promote the materials on the specific
promotional blogs -October blogs.
on the social
networking sites
Such as Facebook

Advertising Make use of the November- To make customer aware of brands

Newspaper and December and product and also for the sale
pamphlets to do offers.
the promotion of
product with latest
offers

6. Marketing controls:

6.1 Marketing metrics for the analysis of the organisation:

Sales metrics:
The metrics that can be used to calculate the sales to manage the performance and try to
sort out the goals and income in the project. The metrics which are also to understand the
key performance indicators (Porter, 2008). The Briscoes home group can use the KPIs
(key performance indicator) to match the process. The metrics can be used to meet the
targets.

Examples of sales metrics:

1. The sales got in the given timeframe.

2. Sale of service.
3. Sale of product.
4. Sales from the customers.

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Customer metrics:
The customer metrics can be used to calculate the customer value in the market. The
Briscoes home ware group can satisfy the customers through discount coupons and
providing the price customer wants. Briscoes homeware active on social media on
which they announce about brands and products.

Briscoes Asking customers as directly as possible how satisfied they are with your
products or services.

There are many types of customer metrics such as:

1. Engagement of brand.
2. Awareness of brand.
3. Satisfaction rate of customer.

Communication metrics:
The communication metrics can be used by the Briscoes homeware group to understand the
communication between the customers and employees of the company. The metrics can be
used to understand the feedback on the communication with the worker of the employee.
The metrics such as surveys, ask for feedback on the notice board or email or by text.

7. Conclusion:
After research, I come to know that all the strategies adopted by the Briscoes homeware is
very good in terms of success and growth. Moreover, the strategies are very helpful in order
to manage the objectives of the organisation. It also help the company to succeed in the
future. Though, the PESTEL factors plays a great effect on the company except the
environmental factor. The slogan of the Briscoes homeware should be first satisfy the
customers compared to other things. Briscoes homeware should look into unlike ways to
create value in order to stay competitive further.

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References
About briscoes. (2017). Retrieved from www.briscoes.co.nz: http://www.briscoes.co.nz/about-
us/company-info.htm

anual report . (2017, 3 8). Retrieved from anual report briscoes : file:///C:/Users/OEM/Desktop/BGR-
Annual-Report-Final-31-Jan-2016.pdf

www.briscoes.co.nz/. (2017, 3 8). Retrieved from briscoes: www.briscoes.co.nz/

Yksel, . (2012). Developing a multi-criteria decision making model for PESTEL
analysis. International Journal of Business and Management, 7(24), 52.

Porter, M. E. (2008). The five competitive forces that shape strategy. Harvard business review, 86(1),
25-40.

Cox, B. G., & Koelzer, W. (2002). Internet marketing. Prentice Hall PTR.

Yannopoulos, P. (2011). Defensive and offensive strategies for market success. International Journal
of Business and Social Science, 2(13).

Ambler, T. (2000). Marketing metrics. Business Strategy Review, 11(2), 59-66.

Cravens, D. W., & Piercy, N. (2006). Strategic marketing (Vol. 7). New York: McGraw-Hill.

(n.d.).Homeware & Home Accessories - Briscoes. Homeware & Home Accessories -

Briscoes. Retrieved from http://www.briscoes.co.nz/

aleeb, S. S. (2016). Market Segmentation, Targeting, and Positioning. In Strategic Marketing

Management in Asia: Case Studies and Lessons across Industries (pp. 179-207). Emerald Group
Publishing Limited.

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