This report is consisted with deep study of marketing plans and business activities of Houzit. This company has been running its business with a view to supply fitting, decorative items and other bedroom fitting to clients in Brisbane. Various marketing strategies business plans of company has been developed by marketing managers which is suitable for Hourzit for effective achievement of set objectives and goals. Now in this report a complete marketing plan has been prepared for the Hourzit to manage advertisement and all the marketing activities that meet organization’s objective of achieving 12% market share and increase in total sales. It is further observed that company want to make expansion in its existing business activities by increasing market share and total sales of company marketing plan and business activities of company. This company has developed its business plan in such a manner which results into providing fitting and home wares items at very low cost. Ideally Houzit has been following two strategies to make its marketing plan successful namely product differentiations and cost leadership.
Vision of company
Company has set up its vision to provide world class fitting, decorative items and other bedroom fitting to clients in Brisbane. Houzit has also planned to take advantage of cheap imports of raw material and developing cost leadership in fitting and decorative items in determined approach. Company has also invited number of people to grow with the business functioning of organization by providing best quality of goods and services to its clients.
Mission of company
Houzit has planned to increase its market share and growth in its business functioning by creating effective marketing plan and training and development program for sales person of company.
Management plan for marketing activities
Houzit has planned to increase its market share and growth of business. Houzit could adopt its penetration strategies to increase its market share by filling the market with its goods and services. Furthermore, Houzit could also launched new advertisement campaigns for domestic market for increasing its client’s strength. On the other side Houzit could also develop its existing fitting and home apparels items so that more clients could be attracted in determined approach. Nonetheless, it is observed that company in order to increase its market share need to focus on PR and advertisement strategy together in its marketing activities. PR stands for personal relation building which will be associated with strategies such as providing loyalty cards to clients, filling questionnaire from clients to know their choice of actions with particulars goods. In addition to this, Mari and tony should designed their separate web page of the company for advertisement purpose merely that will attract more clients and will increase brand image of company in virtual world as well. Ideally, company can opt for three marketing activities which can enhance its business in very significant manner such as advertisement in magazines, developing web site separately for marketing act and conducting campaign for building PR. These three activities will be very much useful for the organization to grab more market share and increase the turnover.
If Houzit will adopt these three strategies then it will result into attraction of clients to buy goods from the company. In addition to this, promotional plan has been made to promote the company’s products and services so that clients could be pursued to buy all the items from Houzit instead of going to other places. If company will give advertisement in newspaper then it will result into grabbing various people attention in determined approach. In addition, company would also be given a page in which it could divulge its web site that will help clients to evaluate the company. Now company needs to broken down its all activities in particular segments such as in particular area web site plan could be developed and in some area company could opt advertisement through newspapers. It is further evaluated that these promotional and marketing activities would help organization to understand its present and potential clients in Brisbane. However, the best suitable course of action which company should opt is giving advertisement in magazines which will reflects how well goods, Company is offering to its clients. Company could also use its loyalty card approach to increase its brand loyalty and personal relation with its clients by direct contacting with them.
Houzit need to understand the market trend whether it is upward or downward in context with business functioning of organization. It is further observed that company need to understand client’s perception by conducting PESTLE analysis with its business functioning.
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Political Houzit need to evaluate political changes and how changes in politics will affect the business. It is observed that if political situation is stable then company should invest their money at highest level for the business enhancement and if political environment of country is not stable then company should hold back its investment wait for the right time for required level of investment either in advertisement or promotional plans as well. |
Social It is related with client’s choice of action, perception, values and belief of clients. It helps Houzit to produce goods in customized manner so that more clients could grasp. |
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Economical It is related with purchasing power of clients, laws and regulation of particular jurisdiction and government intervention. Therefore, Houzit need to evaluate whether proposed marketing plans would fulfill set objectives and goals in determined approach. |
Technological It is concerned with application of new and applied knowledge in the business functioning of Houzit. It is provided that if company deploys new advanced technology in its value chain activities then it will help Houzit to gain first mover advantage in developed marketing activities. |
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Legal It is consisted with the laws and regulation of particular country in which goods and service of Houzit provided. It is divulged that investment in marketing plan of Houzit should depend upon the legal stability of government. If government of particular country is unstable then management department should analysis all the possible factors before accepting any project. |
Houzit need to indulge in making changes in its existing value chain activities for all the goods. It is evaluate that all the raw material imported in business is received at very low cost due to market fluctuation and effects of $ on business. In addition, Houzit should adopt cost leadership marketing strategy which will help company to gain more clients in determined approach. Therefore, marketing department head should identify the need of market and pricing policies should be set on the basis of demand and supply of goods and services in the particular group mapping
Houzit should invest the amount equivalent to half of its last turnover in promotional activities which will result into increment in market share of organization and also increase the brand image of company. Presently company has goal to increase market share and growth of business. Therefore, company either could go for market penetration or product development strategy for achieving the set standards and goals. In market penetration Strategy Company would fill the market with supply of products with excess quantity. On the other hand in product development Houzit need to make changes in its existing products in determined manner.
CEO of Houzit should indulge in development of enterprises resources planning which will eventually result into automation in transferring of information between employees in significant manner. Apart from that, once ERP is established in process system of Houzit then it will result into better communication between sales person and management team of organization. CEO of company will also be responsible to check whether proper communication methods have been established or not. Establishment of Grievance portal will help CEO of Houzit to understand what their clients and employees want from the business functioning of Houzit.
CEO of Houzit needs to evaluate the present strategic plans and standard goals of company. It is required to deploy different sales person in different department such as Company should deploy 20% of existing sales person in framing marketing strategy and then 30% of sales person should indulge in selling goods and services in Brisbane. However, all the marketing mangers would be responsible in handling and managing all sales persons. They will navigate all the sales team to pursue set standards and goals in significant manner.
CEO of Houzit need to deploy enterprises resources planning which will establish effective level of commutation between all the employees involve in the marketing activities. ERP in Houzit will result into automation in several activities. It also helps company to easily contact with other employees and head of department to convey their message.
This is comprised of all the required level of activities which are used to develop employees’ skills and their working intents in significant manner.
Good employees in Houzit are more inclined toward developing their own intent and other skills so that they could put their efforts to accomplish set goals and objective of organization. Management team and other line managers of Houzit need to establish training development program includes
In addition to this, management department of Houzit could also deploy other recommended employee support such as providing learning culture; encourage employees to join trade association, pushing staffs to learn from internet and arrangement of reward system as appreciation for good work. These are the plans and strategies which are required to be followed by each line manager for the effective development of process employees. However, these staff supporting plan should be in line with the company’s set target and goals.
Houzit has set up its objective and goals which is to achieve certain level of market share and increment in revenue of company. Therefore, organization requires high level of investment in training and development program. Being a growing company, Houzit could make arrangement of financial resources by issue of share capital or issues of debts by taking into consideration of gearing ratio. Furthermore, company need to make investment in hiring experts and other staff members in significant manner for employee supporting plan. Company need to make arrangement of workshop areas, capital, high tech machinery and other resources for the improvement of existing skills and intent of employees. It is mandatory to make changes in the existing value chain activities of company so that desired results and outcome could be achieved. Houzit could take following resources to support employees to make its existing marketing plan effective such as collecting data from clients by using loyalty card, filling questionnaire and direct meeting clients. These collected data would be very much helpful for the organization for making customized value chain activities. However, it is observed that management team of Houzit need to invest its resources in its staff development program to the extent which could be compensated by company by increasing market share and growth in the business. It is further observed that Houzit would be facing high amount of outflow in hiring external experts and managing workshop for employees. Staff supporting program is most required framework for achieving set objectives and goals of company.
It is required that if Houzit need to take continuous feedback from its employees and clients as well for making improvement in existing business structure of organization. Feedback mechanism is the best suitable course of action which could be used to evaluate employee’s choice of action and depicts what they want from organization. It is the mechanism which assists in alien the interest of employee with the welfare of organization at large. Feedback could be bifurcated into following parts
It will help Houzit and its employees to understand what organization wants from company and what employee want from organization. It provides clear expectation of performance. It is observed that if company knows the area in which improvement is required to be made then it becomes easy to achieve set targets and goals.
Houzit needs to hire performance supervisor who would evaluate the existing value chain activities and staff performance in determined approach. Performance supervisor must ensure that all the employees are providing their services at their optimum level. However, reward system and counseling system would be engaged by supervisor for the employees. If some of employees are providing more than satisfactory result then they would be reward by company either in monetary term or in kinds. In addition, if employees are providing less satisfactory results then performance supervisor will counsel them and note down all the factors regard with the same such as facts of not satisfactory result, required level of improvement and proposed action plan for making changes in existing plan. After evaluating all the situation and circumstances performance supervisor will make possible arrangement so that employees could make improvement in their existing working chain activities. Afterward, employees report and result would be forwarded to CEO of company by performance supervisor so that possible changes in proposed management plan could be made.
Houzit needs to develop a proper roster in which all the employees would take responsibilities for the works they have provided in organization. In addition to this, it is considered that if employees are made liable separately for their individual work then they would make their 100% efforts to discharge their responsibilities. Eventually, it would result into accomplishment of set objective and goals in determined approach.
Conclusion
It is observed that company need to make effective marketing plan for increasing market share and growth in existing business. Market share is accompanied with total number of clients grabbed by organization. It is evaluated that in order to make effective changes in marketing Plan Company need to develop a good staff supporting plan. Houzit has made several changes in its value chain activities which are used to increase the market share of business. There is various investment and resources have been deployed by company for making improvement in its existing value chain activities. Now, in the end it would be concluded that Houzit should make consistent supervision in its staff development program.
References
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Bickhoff, Nils, Svend Hollensen, and Marc Opresnik. “Step 3: Marketing Implementation—Executing the Marketing Plan.” In The Quintessence of Marketing, pp. 111-136. Springer Berlin Heidelberg, 2014.
Kerzner, Harold. Project management: a systems approach to planning, scheduling, and controlling. John Wiley & Sons, 2013.
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