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Task 01 (Written Report) – Develop marketing strategies
Assessment description
For the organisation outlined in the case study provided, identify two 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 marketing strategies, approaches and
activities to take advantage of the opportunity.
Procedure
You are required to submit a report that addresses all of the elements listed in the procedure.
The report should be structured using the headings below.
Organisational overview
1. Develop an organisational overview that:
a. outlines the strategic direction and organisational objectives
b. outlines the current size, capabilities and resources of the organisation, including
any notable strengths and weaknesses
c. identifies any gaps between the objectives, and the current capabilities and
resources.
Opportunities
1. Identify two marketing opportunities that meet the objectives and evaluate the risks and
benefits of each opportunity.
2. Recommend the opportunity that best addresses organisational objectives and:
a. develop a marketing mix strategy that fits within the capabilities and resources of
the organisation
b. describe how your strategies align with the strategic direction of the organisation,
and give justifications for your selection
c. detail a marketing performance review strategy using an appropriate tool
(competitive analysis, life cycle model, value chain analysis, etc.) to review the
performance of the organisation against marketing objectives
d. include the metrics to be used in measuring marketing performance.
Tactics
1. Detail the tactics necessary to implement the strategy you have outlined, including:
a. scheduling of activities to enact the strategy
b. costing
c. accountabilities and responsibilities
d. a plan for coordinating and monitoring scheduled activities including KPIs.
2. Outline any legal and ethical requirements that impact on the selected tactics.
3. Describe how the tactics fit within identified organisational resources and capabilities.
Task Specifications
This assessment can be completed in your own time, as you work through the related topics in
either the Student Workbook, or under the guidance or their assessor.
Check with your assessor whether it is appropriate to use a computer for the submission of the
report (electronic), or if the assessor requires a hardcopy (printed) version.
You must provide:
● a report (approx.. 1500 words) containing documents that support all of the instructions
outlined in the procedure above.
Your assessor will be looking for whether you have:
● identified a suitable marketing opportunity
● conducted research to assess and analyse the market
● prepared a report outlining your marketing strategies to best take advantage of the
identified market opportunities
● organised your report under the headings suggested in the procedure.
Case study
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 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; offering a wide range of home-ware
items on easy-to-manage payment terms and supplies a three year guarantee on every
item sold.
● The typical target customers have the following characteristics:
○ sophisticated people who are house proud
○ 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 year olds.
● 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.
BSBMKG609 Develop a marketing plan – Assessment Task 1 Last Updated: July 2016, Version No. 1
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○ Unique items – Customers want homewares that stand out from mass-produced,
low quality items.
○ Selection – People are demanding a larger selection of choices, they 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 – Bright and functional.
○ Size – 1,000–1,500 m2.
○ Employees – 15–20 full time, plus several casuals
○ Types of transactions – 60% cash, 40% on long-term repayment plan.
● Sales break-ups between the existing Brisbane stores reveal:
○ 30% bathroom fittings
○ 35% bedroom furnishings
○ 20% mirrors and decorative items
○ 15% lighting fixtures (recent addition).
● 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.
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.’
Strategic plan (extract)
Vision
Houzit will be a national retail brand, catering to the needs of home makers with a
range of unique, high quality homewares made accessible to all through our easy
to manage payment plan.
Mission
By 2020, Houzit will have a significant retail presence in homewares in every
Australian capital city, starting with 15 stores in the greater Brisbane area and
growing to 100 Australia wide.
Objectives
1. Increase sales from $15million per year to $20million 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 recognise
our brand in a random survey taken in 18 months time.
BSBMKG609 Develop a marketing plan – Assessment Task 1 Last Updated: July 2016, Version No. 1
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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’ offerings in quality, range
and accessibility.
Weaknesses:
● A limited marketing budget to develop brand awareness due to the lack of
critical mass and store cover.
● The struggle to continually 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 Houzit’s 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 customer’s disposable income spent on
homewares.
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