Vision
Houzit will be a natipnal 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, Houzif will have acsignificant 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 threeVars:
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.
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.