Instructions to the Candidates
Pre Requirement for this task Student must review
• Lesson materials provided in class
• Examples used in lessons.
Instructions to Students:
• Please complete assessment task within the time frame given
• You must attempt all the requirements that are addressed within this assessment task.
• Copying or any kind of cheating is absolutely not permitted, if someone is found cheating or copying, will be debarred from the assessment and a disciplinary proceeding would begin.
• This assessment covers the following Performance Criteria
For the organisation outlined in the case study provided, identify marketing opportunities and evaluate each opportunity for risks, strengths, weaknesses and alignment with organisational objectives. After you have reviewed the opportunities, select the best-fitting opportunity for the organisation and develop a marketing plan,
1. For the organisation outlined in the case study below, you will need to prepare a marketing plan using the headings below.
a. Executive summary – Provide an overview of the organisation and the plan, which simply states what is to be achieved.
b. SWOT analysis – Submit an overview of the organisation’s strengths, weaknesses, opportunities and threats
c. Marketing objectives – Include the objectives of the organisation and Identify two marketing opportunities that meet the objectives, and evaluate the risks and benefits of each opportunity.
d. Strategies – Outline the marketing opportunity identified and strategies develop strategies
Develop a marketing mix strategy that fits organisational objectives, capabilities and resources of the organisation.
e. Implementation – Provide an outline of the tactics devised for implementation of the strategy. You need to provide:
o scheduling of activities to enact the strategy
o accountabilities and responsibilities
o outline the process for reviewing performance and monitoring activities, including KPIs.
This assessment task can be completed as a group or individual work.
● submit and present a marketing plan that follows the instructions as set out in the procedure above.
Your assessor will be looking for whether you have:
● followed the instructions to develop a detailed marketing plan
● structured your plan according to the headings listed above
● sufficiently justified your selection of marketing strategies and implementation tactics
Houzit is a chain of homewares stores in Brisbane that specialise in bathroom fittings, bedroom fittings, mirrors and decorative items. They currently have 15 stores spread across the greater Brisbane area, with all stores being managed and coordinated from their head office in Milton.
You have recently been appointed as the marketing manager and must now review the organisation and devise marketing strategies that will move Houzit towards its strategic goals.
The CEO has also asked you to consider some marketing opportunities that may assist Houzit in reaching its goals, and provide him with a brief summary evaluating two alternatives, including the benefits and risks associated with each option, and making a recommendation for the opportunity most likely to produce results.
You have gleaned the following information about Houzit:
● Houzit is close to entering its fifth year of operation; offers a wide range of homeware items on easy-to-manage payment terms and supplies a three-year guarantee on every item sold.
● A growing market in a high growth area with a significant percentage of the target market still not aware of Houzit’s offer.
● Increasing sales opportunities outside of our target area – greater Brisbane.
● Competition from local independent retailers can drive down prices, as owner-operators have lower 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 home wares.
● The typical target customers have the following characteristics:
○ sophisticated people who are houseproud
○ shoppers who will drive to an easy-to-access store
○ customers who require payment plans to spread their commitment over an extended period
○ renovators and new home builders
○ 20–50 years old.
○ High customer loyalty among repeat customers.
○ A new customer’s first purchase is generally of mirrors and decorative items, and this gives us the opportunity to sign them up to our loyalty program.
Houzit recognises the following trends and focuses its efforts on them.
○ Quality – Preference for high-quality items is increasing as customers are learning to appreciate differences in quality. Assortment of offerings that exceed competitors’ offerings in quality, range and accessibility.
○ Unique items – Customers want home wares that stand out from mass-produced, low-quality items.
○ Selection – People are demanding a larger selection of choices, and are no longer accepting a limited selection of homewares.
The typical Houzit store has the following characteristics.
○ Location – A commercial, suburban neighbourhood, or urban retail district.
○ Design & size–Great retail space that is bright, functional and efficient for a commercial urban district. 1,000–1,500 m2.
○ Employees – 15–20 full time, plus several casuals, staffs who are highly skilled and knowledgeable about home wares.
○ Types of transactions – 60% cash, 40% on long-term repayment plan. Company struggle to continually fund the growing long-term repayment plans taken out by our customers.
○ Budget – A limited marketing budget to develop brand awareness due to the lack of critical mass and store cover.
● Sales break-ups between the existing Brisbane stores reveal sales of:
○ 30% bathroom fittings
○ 35% bedroom furnishings
○ 20% mirrors and decorative items
○ 15% lighting fixtures (recent addition).
○ Increasing sales opportunities outside of our target area – greater Brisbane
In a brief discussion with the CEO, you asked about the changes taking place in legislation that could impact on Houzit’s operation. The CEO explained:
“There is a big push by governments on the issue of sustainability. This focuses mostly on environmental issues of waste management and energy conservation.
Houzit stores have been deliberately designed in the past to be bright and comfortable places to shop. This means a significant cost in electricity usage to run the lights and the air conditioners. With the new regulations, we are going to have to find ways to still provide customers with what they want without the high electricity usage.”