Assessment Submission Sheet: Yuri Feng

Australian Ideal College
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Assessment Submission Sheet

Course BSB61015 Advanced Diploma of Leadership and Management
Unit Code BSBMKG609 Develop a Marketing Plan

Assessor
Name Yuri Feng
Student Name Sangeeta Sharma Kandel
Student ID 20200162
Date Due 20/02/022
Please read and sign this assessment coversheet and submit it together with your assessment to your
Assessor by the due date.
Student Declaration
• I declare that the work submitted is my own, and has not been copied or plagiarised from any person
or source.
• I have read the Plagiarism Policy and Assessment Appeal and Reassessment Policy in the Student
Handbook and I understand all the rules and guidelines for undertaking assessments.
• I understand that by typing my full name in the student field this is equivalent to a hand-written
signature.
• I give permission for my assessment material to be used for continuous improvement purposes.
Student Date
Sangeeta 19/02/022
Signature Submitted
Assessor Use Only
Assessment Items Result
Task 1 Case Study
Task 2 Presentation
Final Result for this unit
Assessor Declaration: I declare that I have

Student Declaration: I declare that I have been
conducted a fair, valid, reliable and flexible
assessed in this unit, and I have been advised of
assessment with this student, and I have provided
my result. I am also aware of my appeal rights.
appropriate feedback
Signature Sangeeta Signature
Date 19/02/022
Assessor’s Final Comments
AIC-BSBMKG609-Assessment Tasks-V4.0 Page 1 of 17

RTO No.: 91679 CRICOS Provider Code: 03053G ABN: 15 126 592 756
Sydney Campus: Level 7 & 8, 75 King St, Sydney NSW 2000
Adelaide Campus: Level 3, 21-23 Rundle Mall, Adelaide SA 5000
Hobart Campus: Ground Floor, 116 Murray St, Hobart TAS 7000
Tel: +61-2-9262 2968 Fax: +61-2-9262 2938
Educating for Excellence Email: info@aic.edu.au Website: www.aic.edu.au
Assessment Task 1
Instruction for the student
This is an individual assessment. 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.
To be deemed competent you will need to successfully demonstrate the following:

You must provide:
⚫ a report containing documents that support all of the instructions outlined in the procedure above.
identifying a suitable marketing opportunity
⚫ conducting research to assess and analyse the market
⚫ a report outlining your marketing strategies to best take advantage of the identified market
opportunities
⚫ organising your report under the headings suggested in the procedure.
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
Develop an organisational overview that:
⚫ outlines the strategic direction and organisational objectives
⚫ outlines the current size, capabilities and resources of the organisation, including any notable
strengths and weaknesses
⚫ identifies any gaps between the objectives, and the current capabilities and resources.
Opportunities
Identify two marketing opportunities that meet the objectives and evaluate the risks and benefits of each
opportunity.
Recommend the opportunity that best addresses organisational objectives and:
⚫ develop a marketing mix strategy that fits within the capabilities and resources of the organisation
⚫ describe how your strategies align with the strategic direction of the organisation, and give
justifications for your selection
⚫ 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
⚫ include the metrics to be used in measuring marketing performance.
Tactics
Detail the tactics necessary to implement the strategy you have outlined, including:
⚫ scheduling of activities to enact the strategy
⚫ costing
⚫ accountabilities and responsibilities
⚫ a plan for coordinating and monitoring scheduled activities including KPIs.
⚫ Outline any legal and ethical requirements that impact on the selected tactics.

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⚫ Describe how the tactics fit within identified organisational resources and capabilities.
Please answer Task 1 here.
Houzit is a chain of homewares stores in Brisbane that specialize 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.
Organizational overview:
Outlines the strategic direction and organisational objectives: -
Houzit set its own strategic direction to meet predetermined goals and objectives. Houzit has set
its vital heading to meet its key objective. It has cantered more on client fulfillment than benefit
through economies of scale. Houzit is centring to pick up the showcase offers within the field of
homeware with the highlights like quality, interesting thing, and bigger determination. The main
strategic direction of Houzit can be decided through the company’s vision and mission. Company’s
vison and missiondos not as it was reflect the vital objectives of the company but moreover gives an
appropriate impression and direction to the organization’s workers to work with the target to attain the
organizational objectives. Houzit has vision to be national retail brand, catering to the wants of
domestic creators with a run of special, tall quality homewares made open to all through our simple to
oversee instalment arrange.
Houzit has set the goal of sales increase from 15 million per year to 20 million per year in the next
three years so Houzit is also focus on expand the stores in the greater Brisbane and growing up to
Australia by 2020. Houzit clearly set the objective of increase the customers list from 10000 to 15000.
And Houzit establish brand recognition in Brisbane so that at least 1 in 3 people recognise our brand in
a random survey in 18 months times.
Outlines the current size, capabilities, and resources of the organisation, including any notable
strengths and weaknesses -
Current Size: -
1) They currently have 15 stores spread across the greater Brisbane area, with all stores
being managed and coordinated from their head office in Milton with size of 1,000–1,500
m2 with design of bright and functional.
2) Houzit is close to entering its fifth year of operation; offering a wide range of homeware
items on easy-to-manage payment terms and supplies a three-year guarantee
Capabilities: -
Houzit has a good experience and good relationship with customer so that the company can
give up to 40% of the cost of product. Houzit is also offer to customer to provide guarantee of three
year on every item sold. Houzit can generate the sales break up in the following items which are the
main capability of Houzit
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).

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Resources of Houzit-
1) They currently have 15 stores spread across the greater Brisbane area, with all
stores being managed and coordinated from their head office in Milton.
2) Houzit has Employees – 15–20 full time, plus several casuals
Strengths:
1) Excellent staff who are highly skilled and knowledgeable about homewares.
2) Great retail space that is bright, functional, and efficient for a commercial urban district.
3) High customer loyalty among repeat customers.
4) Assortment of offerings that exceed competitors’ offerings in quality, range, and accessibility.
5) Long-term payment plan i.e., 40% long term repayment plan
Weakness:
1) A limited marketing budget to develop brand awareness due to the lack of critical mass
and store cover.
2) The struggle to continually fund the growing long-term repayment plans taken out by our
customers.
3)
Identifies any gaps between the objectives, and the current capabilities and resources.
Some of the following gaps can be identified between the current capabilities, and the current
objectives and resources-
1) The Houzit has own target sales which is increase sales from $15million per year to $20million per
year in the next three years but as per the current scenario the company only limited to 15 stores which
are only focus on Brisbane area.
2) The company increase the customer from 10000 to 15000 but the company didn't change any
rewards to customer till now however we can see the company continue 40% long term repayment
plan.
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 but as per current report the company didn't make any
schedule to take survey about branding from the market.

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Opportunities:
Identify two marketing opportunities that meet the objectives and evaluate the risks and benefits of
each opportunity-
For the Houzit company, there are two marketing opportunities that will meet the
objectives of the company which are as follows-
1) Franchising
2) Joint Venture
But, while adopting the new marketing opportunities there are some risks and benefits that will arise
for the company which are needed to identify and need to take some strategy to reduce that risk.
Franchising:
Franchising is an association in which the franchisor (one party) offers or licenses a few rights and
government to the franchisee (some other party). Franchising is a famous method for enterprise
expansion. The franchisor may also supply franchising rights to numerous people or firms.
Consequently, if simply one individual receives those rights, he will become the distinct dealer of the
franchisor’s merchandise in a selected marketplace or geographical limit. In return, the franchisor
substances its merchandise, services, technological know-how, emblem call, and change secrets and
techniques to the franchise. It even affords education and helps in a few cases.
Benefits:
1) The main benefit is an easy expansion of business without any additional cost.
2) The company will be able to reach several parts of the countryside and increase the
number of customers.
3) The company will be able to increase sales with the growth of customers.
Risk:
1) Will lose the goodwill of the company and will lose the own prestige of the company in
the market.
2) Might be an extra cost for the additional training to staff.
Joint Venture:
A Joint Venture t is an association among extra human beings or corporations to paintings
collectively for a specific motive or on a specific project. It is a commercial enterprise association
wherein extra events comply with pool their sources for the motive of conducting a particular task. It is
a strategic alliance wherein extra events, generally organizations, shape a partnership to percentage
markets, highbrow property, assets, knowledge, and, of course, earnings however it does now no
longer switch ownership. This may be finished among the organizations who desire to gain
marketplace percentage withinside the difficult opposition with overseas manufacturers or different
manufacturers.
Benefits:
1) It allows benefiting from new staff without any hiring process and any training.
2) It will help to grow up business in the long run.
3) It helps to equalize the risk of the leverage in the future.
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4) It allows to promote and brand in a new area of the countryside without any extra cost.
Risk:
1) A conflict of cultures and control patterns can also additionally bring about negative co-operation
and integration. People with one-of-a-kind beliefs, tastes, and options can get withinside the manner
massive time if left unchecked.
2) It calls for several making plans and research.
3) There is probably negative communication and image among the groups with one-of-a-kind goals.
Recommend the opportunity that best addresses organizational objectives:-

Franchising is a great marketing opportunity to satisfy Houzit's goals of growth. Houzit can limit
the funding required and does now no longer want to search for outdoor investors. It enables to benefit
the benefit of nearby stage know-how and subculture at the side of clean logo recognition. The
organization can develop sales thru localization as well. The organization may be benefitted thru
concept sharing, verbal exchange, and help from different franchisees withinside the network. For this,
the subsequent techniques wish to be adapted.
Develop a marketing mix strategy that fits within the capabilities and resources of the organization
Marketing Mix Strategy:

The Marketing mix is the combination of 4P i.e. Product, place, promotion,
and price. The main objective of the marketing mix strategy is to increase revenue through increased
sales in the market.
1) Price
- The Price would be the same for all the stores.
- The price should be determined based on the competition so that the company will hold the
market.
- Pricing needs to be changed during the introduction of new products.
2) Place
- The company will be expanding more than a hundred stores nationally.
- To motivate the customer the company needs to organize the online platform.
- The layout needs to be attractive.
- The head office stores need to be placed in capital cities for providing services.
3) Promotion
- Could be used for digital marketing and advertising on social media so that number of
people are aware of it.
- Use corporate social responsibility so that number of people might be aware of the
company.
4) product
- with an increasing number of stores the company needs to organize several products
so that the product will be not out of stock in any store.
- The company needs to maintain all the features including quality throughout the stores.
- The raw material of the product could use from locally so that the locals are motivated to
buy the product.

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Describe how your strategies align with the strategic direction of the organization and give
justifications for your selection
- The techniques formulated are aligning with the strategic route of the agency of Houzit. The
comparable fee variety set everywhere in the shops of Houzit will hold loyal clients and achieve the
goal of increment of loyalty clients through 5,000. Also, the precise characteristic of presenting long-
time fee alternatives for clients will hold a logo photograph and consider withinside the logo.
Promotions the usage of virtual advertising and social media advertising will assist to benefit the
organization's goal of setting up logo popularity in Brisbane in order that as a minimum one in three
human beings recognize Houzit logo in a random survey taken in 18 months' time.
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 organization against
marketing objectives.--
Product Life Cycle:

The lifestyles cycle of a product is related to advertising and control choices inside businesses.
All merchandise undergoes five number one tiers: Introduction, Development, Growth, Maturity, and
decline. Each degree has its costs, opportunities, risks, and character merchandise range in how long
they stay at any of the lifestyles cycle tiers. It is essential to recognize your merchandise’ lifestyles
cycle and what degree it's far in that will help you to the marketplace every degree successfully.
The following are the different stages of the product lifestyles cycle that must be discussed more
clearly.
1) Introduction:
This is the degree wherein a product is newly brought withinside the market. Here, a brand
new product is released withinside the market. There is low stage of income with excessive unit cost.
Heavy merchandising is needed on this degree.
Some of the strategies that we can use on this stage are as follows-
1) Focus on advertisement and promotion.

2) Less distribution but used market penetration strategy
3) Use the awareness program to the target market.
2) Growth:
The product begins to start to get regarded through the humans and the marketplace expands on this
stage. There is a huge of competition at this stage to survive in the market. The employer is able to
make use of its potential the most. There is an upward thrust in sales, coins flows are fine and the
employer enjoys economies of scale at this stage.
Some of the strategies on this stage-
1) Increase target customer
2) Increase sales outlet
3) increase the brand awareness program to the target market.
3) Maturity: At this stage the company face high level of competition and lot of struggle during the

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introduction to the growth stage. At this level company comes to reach maximum level utilization of
resources and fell to slowdown to sales compare to the growth stage. Some of the key strategy of this
stage are as follows-
1) product improvement on quality and other layouts
2) placed the price of product similar to a competitor.
3) use the technique wisely to sustain environment .
4) Decline- At this level we can see that most of sales are decreaseing and most of the porduct is not
sale in the market. At this level the company need to think wisley to sustain in the enviornment. Some
of the strategy are as follows-
1) price cut
2) increase promotion
3) discount offer
Include the metrics to be used in measuring marketing performance:-

Solution:
The metrics to be used in measuring marketing performance are listed as below-
1) Brand equity
2) Market share
3) Customer satisfaction
Brand Equity:
Brand Equity is the cost of a brand, or may be summarized because the perceived cost through clients
over different merchandise. The fairness of logo is essential because, if the logo has fine logo fairness,
the organisation can fee greater for the goods and offerings than the time-honored merchandise or
different competitors. Brand fairness enables to keep the unswerving clients and upload greater
potential clients in the direction of the business. It is the photo that clients understand approximately a
agency and its merchandise. This photo holds positive cost that the organisation should upload as
much as their merchandise. Brand fairness is acquired via logo loyalty. It is essential to keep fine logo
fairness on the way to achieve large marketplace shares.
Market Shares:
Market shares approach the wide variety of services or products that a business enterprise sells in
comparison to the wide variety that different agencies sell. Companies growth marketplace proportion
thru innovation, strengthening purchaser relationships, clever hiring practices, and obtaining
competitors. A business enterprise's marketplace proportion is the proportion it controls the overall
marketplace for its merchandise and services. It may be measured via way of means of the sales.
Customer Satisfaction:
Customer satisfaction is the main goal of every company. The customer satisfaction is measured by
some of the technique which are as follows-

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1) Survey from the target customer and market

2) Analysis of the sales growth with competitors.
3) Analysis of customer expectations.
4) A series of attribute satisfaction measurements.
Tactics
Detail the tactics necessary to implement the strategy you have outlined, including:
scheduling of activities to enact the strategy
costing
accountabilities and responsibilities
a plan for coordinating and monitoring scheduled activities including KPIs.
S.N. Marketing Scheduling of Cost Accountabilities Coordinating KPI

Strategy for activities and and
Implementation Responsibility Monitoring
Activities
1 Price - After the product $12000 Financial and Survey Find out
ready to sell Marketing Calculate all price will
- determine the Manager the costs be
price after associated attracted
analysing the with product to
competitor price formulation customer
2 Product - add the different $20000 Production Its satisfy - focus on
features on the Manager the customer quality
product satisfaction product
- focus on quality from urban
to rural
3 Promotion Awareness $25000 Marketing Identify the - To
program to local Manager area where attract
people most people customer
living and brand
awareness
4 Place Identify the best $35000 Marketing Identify the - Most be
location to set up manager store where visible to
the store most of the everyone.
people could
visit on the
store.
Outline any legal and ethical requirements that impact the selected tactics.
Some of the legal and ethical requirements that impact the selected tactics which are as follows-
1) Laws of Federal state and territory laws
2) Industrial awards and agreements
3) Contract of employment
4) Safety laws
5) Legal costs
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6) Pricing regulations
7) intellectual property
While setting up the expenses for products, the company needs to conform with pricing rules and show
the rate truly and accurately. The company also secures the rights of others' property. Besides this, the
company should not breach any of contract so that in future the business got any problems.
Describe how the tactics fit within identified organizational resources and capabilities.
To decide the appropriate strategy for a company, an element evaluation of inner and outside elements
affecting the company should be done. Resources and capabilities may be converted into abilities of an
enterprise which could result in a sustainable aggressive advantage.
The following process should be adapted as a tactic that will fit within the company for the identified
organizational resources and capabilities.
1) SWOT Analysis-
2) Identify strategic options-
3) Selection and evaluation of one of the best alternatives-
The detailed analysis of SWOT analysis is to identify the company's strengths, weaknesses,
opportunities, and threats need to be identified so that the company could gain from the new
opportunity from the competitive advantage.
So, as per the analysis's the company should choose the best strategy through the selection and
evaluation which helps to company reach the predetermined goals in time.
To benefit from the competitive gain from the company's resources and capabilities, suitable strategies
need to be created that suit the organizational assets and capabilities. The strategies evolved above are
primarily based totally on the organizational assets and capabilities. Cost is decided via way of means
of the usage of 0.83% of the full sales of the year. The human assets of the company like advertising
and marketing manager, preferred manager, product manager, and so on are used to coordinate and
screen the activities. Determining key overall performance indicators aids the path of the company in
the direction of the purpose achievement.
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.

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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.
⚫ 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.’
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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
Increase sales from $15million per year to $20million per year in the next three years.
Increase our loyalty customers list from 10,000 to 15,000.
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.
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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Assessment Task 2
Instruction for the student
This is an individual assessment. In this assessment task you are required to review the strategies and
tactics you devised in Assessment Task 1 and describe how they meet the requirements for the
organisation. You also need to develop a presentation of your marketing strategies that outlines the
strategies, your approaches and your reasoning for developing these and incorporates feedback from
key stakeholders.
To be deemed competent you will need to successfully demonstrate the following:

You must:
⚫ submit and present a marketing plan that follows the instructions as set out in the procedure.
Procedure
For the organisation outlined in the case study materials from Assessment Task 1, and using the
strategies and tactics developed in Assessment Task 1, you will need to prepare a marketing plan using
the headings below:
⚫ Executive summary – Provide an overview of the organisation and the plan, which simply states
what is to be achieved.
⚫ SWOT analysis – Submit an overview of the organisation’s strengths, weaknesses, opportunities
and threats (analysed in Assessment Task 1).
⚫ Marketing objectives – Include the objectives of the organisation (discussed in Assessment Task
1).
⚫ Strategies – Outline the marketing opportunity selected and strategies developed in Assessment
Task 1. Include your reasoning for the marketing mix decisions that you made and the strategies you
selected, referring to the SWOT, risk and gap analyses undertaken.
⚫ Implementation – Provide an outline of the tactics devised for implementation in Assessment Task
1. You need to provide you reasoning for choosing these tactics, and outline the process for
reviewing performance.
When you have finished writing your marketing plan, you need to:
⚫ liaise with your supervisor (your assessor) to arrange a suitable time and format for presentation
⚫ present the plan to key stakeholders (a group assembled by your supervisor) in the format specified
by the assessor and at an agreed time
⚫ allow for feedback on the plan from stakeholders within your presentation.
During your presentation, you will need to ensure you demonstrate:

⚫ the appropriate communication skills to relate to a diverse range of people
⚫ the leadership skills to gain the trust and support of stakeholders for the plan you present.
⚫ After you have presented your report and incorporated feedback from key stakeholders, you need to
revise and send your final written report to your supervisor (your assessor).
Please answer Task 2 here.

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1.0 Executive Summary:
Houzit is a chain of homewares stores in Brisbane that specialize 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.
Houzit has a clear analysis of marketplace traits and focuses its attempt on them to satisfy its objective.
Quality, Unique gadgets, and large choice are the principal marketplace traits of homeware. It has the
assignment to have a giant retail presence in domestic wares in each Australian capital city, via way of
means of 2020, beginning with 15 shops withinside the more Brisbane region and developing to a
hundred Australia-wide.
Some of the target goals of Houzit are as follows-
1) Houzit will be a national retail brand

2) Catering service will be available with high quality to all through their easy-to-manage payment
plan.
3) They are growing business to 100 stores in all the areas of Australia.
4) Establish a well-known brand so at least 1 in 3 people are aware of the brand.
2. SWOT Analysis:
Strengths:
1) Excellent staff who are highly skilled and knowledgeable about homewares.
2) Great retail space that is bright, functional, and efficient for a commercial urban district.
3) High customer loyalty among repeat customers.
4) Assortment of offerings that exceed competitors’ offerings in quality, range, and accessibility.
5) Long-term payment plan i.e., 40% long term repayment plan
Weakness:
1) A limited marketing budget to develop brand awareness due to the lack of critical mass
and store cover.
2) The struggle to continually fund the growing long-term repayment plans taken out by our
customers.
3)
Opportunity:
1) Franchising and Joint Venture could adopt
2) Increasing sales opportunities in the target market
3) international opportunities
4) sales can be done by online so that cost of wages will be minimized.
Threats:
1) Competition from local independent retailers.
2) Competition from national chains moving into the Brisbane market.
3) A slump in the economy reducing customer's disposable income spent on homewares.

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3. Marketing Objectives-
Some of the marketing objectives can be listed as bellow-

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 recognize our brand in a
A random survey was taken in 18 months' time.
4) Provide High quality to attract new customers
5) Unique Items i.e. customers will got from low quality items to high quality as per their choices
4. Strategies:
4.1 Marketing Options:
To achieve the goals of the organization, Houzit desires to apply the franchising option. The
employer has the possibility to open new shops withinside the regions near Brisbane and introduce a
brand-new line of merchandise which might be recycled. The advertising and marketing blend
approach consists of place, product, price, and promotion.
4.2 Marketing Mix strategy: -
The Marketing mix is the combination of 4P i.e. Product, place, promotion, and price. The main
objective of the marketing mix strategy is to increase revenue through increased sales in the market.
1) Price
- The Price would be the same for all the stores.
- The price should be determined based on the competition so that the company will hold the
market.
- Pricing needs to be changed during the introduction of new products.
2) Place
- The company will be expanding more than a hundred stores nationally.
- To motivate the customer the company needs to organize the online platform.
- The layout needs to be attractive.
- The head office stores need to be placed in capital cities for providing services.
3) Promotion
- Could be used for digital marketing and advertising on social media so that number of
people are aware of it.
- Use corporate social responsibility so that number of people might be aware of the
company.
4) product
- with an increasing number of stores the company needs to organize several products
so that the product will be not out of stock in any store.
- The company needs to maintain all the features including quality throughout the stores.
- The raw material of the product could use from locally so that the locals are motivated to
buy the product.

Tel: +61-2-9262 2968 Fax: +61-2-9262 2938
4.3 Tactics
Marketing Responsible Monitor by KPIs Reason for

strategy Selection of
Tactics
Price Finance Manager - Survey - Identify the - easy to compete
- competitive actual price of with competitor
price customers willing - Quality and
to pay for a new quantity of
product product
Product Product Manager - identify the To fulfill the - Maintain the
customer needs customer need quality of the
and maintain the product so that
quality attraction of mass
quantity from the
new segment
market.
- Increase the
sales through the
quality of the
product.
Place Marketing Analyse the new Find out the best - To reach all
Manager marketing place so that most types of
coverage areas as new customers customers
well as an online are aware of the
platform company and
product.
Promotion Product Manager Manage all the Brand awareness - using digital
promotional - make new promotion
activities and customers - using hoarding
events as per the board
coverage's areas. - brand awareness
campaign.
4.4 Performance review-

Performance review is the important element in the organization to know about
the organizational activities run towards achieving the predetermined or not. Performance review is the
tool to know about the difference between expected and actual. The performance is reviewed on the
basis of KPIs and targets.
Some of the following processes is used to review the performance of the company.

Tel: +61-2-9262 2968 Fax: +61-2-9262 2938
Evaluation and Monitor of the Progress -

All the activities done throughout the year need to evaluation so that all the activities run
towards achieving the target goals. So, it helps to improve the progress of the activities so that the
organization will achieve the predetermined goals.
1) Monitor the progress

It is important to conduct an evaluation of each goal at regular intervals. It helps to determine if the
progress to the desired goal is slower than the other. Using marketing performance metrics as below
can help to monitor the progress.
1) Survey of Brand Awareness in the target market

2) Customer satisfaction survey
3) Analyse the sales status
4) Customer loyalty calculation
5) Ratio of the digital request of product
2) Competitive benefit from the competitor- It is the process of identifying the actual level and status
in the market. As per the company’s strategy, the company can deliver customers better than quality or
not need to identify so that company could get an advantage from the competition in the market. So,
the company needs to evaluate how many new customers visit the store or on the website.
3) Analyse the online customer feedback- As per the company/s strategy, the company needs to
facilitate online customers same as the store visit customer. The company needs to analyze the rating
and its feedback.
4) Analysis of the product life cycle of the company: For the actual performance, the company could
compare each stage of the product life cycle with each stage KPI. The target goal is achieved or not in
every stage.
5) Return on Investment: The best tool of the organization performance measure is the calculation of
Return on investment. The return on investment tells us how much the company's strategy is utilized,
whether it is working or not, the activities run in the business directed towards achieving the
predetermined goal or not.
5.00 Conclusion:
The Marketing plan always plays a vital role to take advantage of new opportunities and all the
activities directed towards achieving the predetermined objectives. Marketing plans also help to
identify some obstacles and take corrective actions in time so that the organization can achieve the
target goals.

Assessment Submission Sheet: Yuri Feng

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Australian Ideal College

Registered as Australian Ideal College Pty Ltd

Assessment Submission Sheet

Unit Code BSBMKG609 Develop a Marketing Plan

Assessor Use Only

Assessment Items Result

Task 1 Case Study

Final Result for this unit

Assessor Declaration: I declare that I have

Assessor’s Final Comments

AIC-BSBMKG609-Assessment Tasks-V4.0 Page 1 of 17

To be deemed competent you will need to successfully demonstrate the following:

AIC-BSBMKG609-Assessment Tasks-V4.0 Page 2 of 17

Please answer Task 1 here.

Outlines the strategic direction and organisational objectives: -

AIC-BSBMKG609-Assessment Tasks-V4.0 Page 3 of 17

AIC-BSBMKG609-Assessment Tasks-V4.0 Page 4 of 17

Recommend the opportunity that best addresses organizational objectives:-

Marketing Mix Strategy:

AIC-BSBMKG609-Assessment Tasks-V4.0 Page 6 of 17

Product Life Cycle:

1) Focus on advertisement and promotion.

AIC-BSBMKG609-Assessment Tasks-V4.0 Page 7 of 17

Include the metrics to be used in measuring marketing performance:-

The metrics to be used in measuring marketing performance are listed as below-

AIC-BSBMKG609-Assessment Tasks-V4.0 Page 8 of 17

1) Survey from the target customer and market

S.N. Marketing Scheduling of Cost Accountabilities Coordinating KPI

AIC-BSBMKG609-Assessment Tasks-V4.0 Page 10 of 17

You have gleaned the following information about Houzit:

The typical Houzit store has the following characteristics:

Sales break-ups between the existing Brisbane stores reveal:

Strategic Plan (Extract)

AIC-BSBMKG609-Assessment Tasks-V4.0 Page 12 of 17

To be deemed competent you will need to successfully demonstrate the following:

During your presentation, you will need to ensure you demonstrate:

Please answer Task 2 here.

AIC-BSBMKG609-Assessment Tasks-V4.0 Page 13 of 17

1.0 Executive Summary:

Some of the target goals of Houzit are as follows-

1) Houzit will be a national retail brand

AIC-BSBMKG609-Assessment Tasks-V4.0 Page 14 of 17

Some of the marketing objectives can be listed as bellow-

4.2 Marketing Mix strategy: -

AIC-BSBMKG609-Assessment Tasks-V4.0 Page 15 of 17

Marketing Responsible Monitor by KPIs Reason for

4.4 Performance review-

AIC-BSBMKG609-Assessment Tasks-V4.0 Page 16 of 17

Evaluation and Monitor of the Progress -

1) Monitor the progress

1) Survey of Brand Awareness in the target market

AIC-BSBMKG609-Assessment Tasks-V4.0 Page 17 of 17

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