AUSTRALIAN INSTITUTE OF TECHNICAL TRAINING

BSBMKG609A Develop Marketing

Plan
Assessment Task 1: Develop Marketing
Strategies

Submitted By: Qaium Sayeed ( STD 02 884)





This document identifies 2 Marketing Opportunities and evaluate for risks, strengths and weakness
to align with organisational objectives. This project developed for marketing opportunities selected
and implemented is summarised and presented as Report in Assessment Task 2.

Student ID: STD02 884
Name: Qaium Sayeed
Assessment Task 1: Develop Marketing Strategies

BSB60507: Advanced Diploma of Marketing

Table of Contents
Organisational Overview.................................................................................................................................. 3
SWOT Analysis ................................................................................................................................................. 3
Marketing Opportunities Meeting Objectives ................................................................................................ 5
Tactics for Implementation .............................................................................................................................. 5
References / Sources ....................................................................................................................................... 6
















Student ID: STD02 884
Name: Qaium Sayeed
Assessment Task 1: Develop Marketing Strategies

BSB60507: Advanced Diploma of Marketing

Organisational Overview
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.
Organisational 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.
SWOT Analysis
Strengths:
Excellent staff who are highly skilled and knowledgeable about
home wares
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.

Student ID: STD02 884
Name: Qaium Sayeed
Assessment Task 1: Develop Marketing Strategies

BSB60507: Advanced Diploma of Marketing

Weakness:
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.






Student ID: STD02 884
Name: Qaium Sayeed
Assessment Task 1: Develop Marketing Strategies

BSB60507: Advanced Diploma of Marketing

Marketing Opportunities Meeting Objectives
The following are the marketing Opportunities to Meet the Objectives set
by the company.
Hozit have easy to manage payment terms and supplies a 3 year
guarantee on every item sold
The typical customer have the following character tics :
Sohispticated, shoppers who will drive easy-to-access store,customers
require payment plans over extended perion. Renovators and new home
builders.
Customers are demanding high quality products, unique items that stand
out from mass-produced, low quality items.
Customers also need large selection of choices and they no longer accept a
limited selection of homewares.
Tactics for 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.




Student ID: STD02 884
Name: Qaium Sayeed
Assessment Task 1: Develop Marketing Strategies

BSB60507: Advanced Diploma of Marketing



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
http://www.researchomatic.com/Marketing-Plan-86034.html
http://brisbane.concreteplayground.com.au/news/120620/the
-ten-best-vintage-homewares-stores-in-brisbane.htm