Excellent presentation slides on Marketing Plan in Australia, Business Overview, PEST Analysis, SWOT Analysis, Marketing Objectives of Houzit, and Process for Reviewing Performance. This will help to develop a marketing plan for an arbitrary product to enter an arbitrary market (Australia).

1. Marketing
Plan

2. Requirement
 Performance objective
 In this assessment task you are required to review and
evaluate marketing opportunities for an
 organisation and develop marketing activities that
reflect strategic directions of the organisation.
 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.

3. Marketing Plan in Australia
 Commissioned to develop a market plan for Houzit in order
to implement the strategies.
 Plan in order to increase sales by capturing new market
segment comprising of ethical consumers in greater Brisbane
by making the business sustainable.
 Australian Furniture market is in it maturity stage of industry
life cycle and is characterised by limited growth, high
competition and market saturation.
 SWOT analysis performed to identify the opportunities and
threats present in the market.
 Processes like marketing program performance metrics, web
analytics, product performance and measure of brand
awareness are considered effective in measuring performance
of the marketing plan.
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-a-marketing-plan-bsbmkg609a-in-this-assessment-task-you-are-required-to-review-and
-evaluate-marketing-oppor.html

4. Business Overview
 With Houzit the company manages and coordinates activities
performed in its 15 stores located in different parts of greater
Brisbane area.
 To become a national retail brand which with its unique and
high quality home wares will satisfy the needs of home
makers, products will be easily accessible to everyone
through their easy to manage payment plan.
 Goals is to grow to 100 stores Australia wide by 2020.
 Houzit’s target sophisticated individuals who are house
proud, new home builders and renovators, shoppers to prefer
to drive to an easy-to-access store, customers who appreciate
long-term payment plans that help spreading their
commitment over an extended period and new home builders
and renovators.
 To get the industrial information pest analysis and
competitors five forces analysis is performed.
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-a-marketing-plan-bsbmkg609a-in-this-assessment-task-you-are-required-to-review-and
-evaluate-marketing-oppor.html

5. • Strong support from Australian Government
• Favourable tax and labour lawsPolitical
• Economical instability
• Inflation
• Fall in value of Australian Currency
Economical
• Changes in life style resulting in an increase in demand
for high quality items
• Customers are learning to appreciate differences in
quality
• Customers prefer unique items
Social
• Advancement in technology facilitating process
automation
• Information management system that provide access to
real time centralised data
Technological
PEST Analysis
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-a-marketing-plan-bsbmkg609a-in-this-assessment-task-you-are-required-to-review-and
-evaluate-marketing-oppor.html

6. Porter’s Five Forces Model
 Threat of New Entrants': Medium
 Needs good investment and specialised skills
 Government regulations act as barrier to entry
 Threat of Substitute: Medium to High
 Products offered by big brand likes IKEA and Kmart
 Imitations by local vendors
 Bargaining Power of Supplier: Low
 Too many suppliers present in the market that offer same products
 Bargaining power of Buyers: High
 Too many options available to customers
 Rivalry Among Existing Firms: High
 Tough competition from IKEA, Kmart, Nick Scaly, Freedom etc
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-a-marketing-plan-bsbmkg609a-in-this-assessment-task-you-are-required-to-review-and
-evaluate-marketing-oppor.html

7. SWOT Analysis
Strengths
Skilled employees
Impressive retail store layout that is bright,
functional and efficient
Huge customer loyalty
Wide range of high quality products, with
unique design available at attractive
payment plans
Weaknesses
Limited marketing budget to create brand
awareness
Special payment plans creates a pressure
owing to continuous funding
Opportunities
A growing market in a high growth area
that has large number of target audience
who are still not aware of Houzit
Increasing sales opportunities outside of
their target area of greater Brisbane
Threats
Tough competition from local independent
retails and national chains moving to Brisbane
market
Decrease in spending of disposable income on
home wares by customers owing to a slump in
economy.
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-a-marketing-plan-bsbmkg609a-in-this-assessment-task-you-are-required-to-review-and
-evaluate-marketing-oppor.html

8. Marketing Objectives of Houzit
 Increase annual sales to $20 million from $15
million in a span of next three years.
 Increase number of loyal customers to 15,000 as
compared to existing value of 10,000.
 Establish brand recognition in Brisbane such that 1
out of 3 individuals are able to recognise the brand
in a random survey conducted in a period of 18
months.
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-a-marketing-plan-bsbmkg609a-in-this-assessment-task-you-are-required-to-review-and
-evaluate-marketing-oppor.html

9. Strategy
 Increasing sales by capturing new market segment
comprising of ethical consumers in greater Brisbane by
making the business sustainable.
 High quality products, unique design and wide product
range sourced through ethical supply chain. The
packaging material used should be recyclable.
 Offered as comparatively low price owing to a decrease
in operations costs due to effective waste management
and energy conservation methods.
 All products are available at company’s retail stores that
adhere to the sustainability requirements of the
government.
 All forms of promotional activities are used to enhance
brand recognition among new market segment.
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-a-marketing-plan-bsbmkg609a-in-this-assessment-task-you-are-required-to-review-and
-evaluate-marketing-oppor.html

10. Process for Reviewing
Performance
 Marketing program performance metrics that help evaluating
the incremental contribution of individual marketing
program.
 Web Analytics that help visibility in order to target audiences
against potential audiences and compare them against
competitor and industry benchmarks.
 Evaluate product performance by measuring the total sales
and margins of individual products.
 Determine brand preference and health in comparison to
preference for competing brands. Determining marketing
materials of which product are being used most frequently.
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-a-marketing-plan-bsbmkg609a-in-this-assessment-task-you-are-required-to-review-and
-evaluate-marketing-oppor.html

11. Thank
You