Case Study Houzit Brisbane
Marketing plan management
Juliana Silva Brandao
20/08/2012
Marketing Management plan
1. Marketing activities
Marketing objectives
The market for home-wares in Brisbane is estimated last year at $175 million per annum with an anticipated growth rate of the percent in the coming year.
Here I outline the following marketing objectives:
• 12% market share (up from 11%)
• Increase in sales by 8.5% over last year’s result
No expansion stores are planned during this phase of consolidation and on average the
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3. Monitor progress
Houzi Homewares have the following policies:
Product – all decisions must be made and documented at a regular marketing meeting and each department of the store must be analysed separately and also in conjunction with other departments that might have influence when releasing a new product or range of products.
Distribution – the department will have appropriate training in order to adapt to the new process of orders as they will receive through the new system the online orders as well as the in-store current ones.
Pricing – all decisions must be made and documented at a regular marketing meeting. The strategy must be analysed and discussed to ensure that the change in price will have positive effect on sales.
Marketing communication – regularly reports to be developed so everyone can see the progress being made. Market and trend analysis must be regularly reported and analysed at marketing meeting.
The organisation will also implement new procedures according to the Australian guidelines for electronic commerce.
4. Distributing and pricing
As explained on the item above, the company will monitor the trends and make decisions over regular marketing meetings to ensure that market fluctuations will be analysed in time so the company does not lose track
The third table is to outline some of the activities we might find at each stage of the marketing process; this is brief summary of the importance of the different stages.
Please note that there will be a meeting to be conducted on 01/05/2016 at 10am in staff room, 123 Collins Street Melbourne. This meeting will be discussing the marketing performance results and from here we need to identify what kind of improvements we need to make in the future. Please bring along your valuable ideas and documentations to attend the meeting. Please let me know if you can attend this meeting.
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Australia has been considered one of the most highly ranked countries in the report by The Economist Intelligence Unit. Economic factors, political and social are broken into 15 sections for which the report bases its rankings into for the countries around the world. Australia had come in 9th place with Scandinavian countries and Canada placing higher in the top rankings. Over 165 countries are broken down and looked at their state strength and governance, history in unrest, economic stress, levels of development, unemployment, and growth is GDP per head and public trust in political institutions.
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Some critical decisions made by us are pertaining to marketing mix, advertisement and promotional strategy and pricing.
The process in which organizations determine what they will obtain in exchange for their products is called pricing. Some significant factors for pricing include Market conditions, competition, market place, cost of production and product quality.
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