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Executive
SummaryThe
strategic direction and organizational objective are a significant retail
presence in home wares in every Australian city by 2020, in the next three
years, increase sale from $15 million per year to $20 million per year, higher
brand recognition in Brisbane, and enhance the loyalty customer. Two
marketing opportunities that meet the objective are joint venture method and registering
new customers to the loyalty program. They can offer special discount to the
loyalty members and offer free registration for the customers. Risk that could
occur is the customers’ confidential information spread out. The privacy law is
going to be apply to the organization to ensure that information of the
customers, such as name, phone number, credit card number and etc will be
confidential kept. There is also positive impact of this marketing
opportunities is increasing the list of the customers’ loyalty of the company
to 15,000. Furthermore, the advantage of joint venture method are the
accessibility to new market and distribution networks. Also, joint venture can
help the organization to increase its capacity. Yet, it takes time and effort
to build the right business relationship and in the early stages, the partners
do not offer satisfactory leadership and support.SWOT
analysisStrength
Ø 
The company has employees who are highly
skillful and acknowledgeable employees about their products.Ø  Bright,
functional and efficient for a commercial urban district. Ø  Great
retail space Ø  Combination
of offerings that go over competitors’ offerings in range, quality, and
convenience. Ø  High
number of loyal customer WeaknessesØ  The
struggle to constantly fund the growing long-term repayment plans taken out by
our customers. Ø  there
is a limited marketing budget to be used to improve brand consciousness due to
the lack of critical mass and store coverOpportunitiesØ  A
rising market in a high growth area with a high target market percentage still
not aware of offer from Houzit’s.  Ø  Upsurge
sales opportunities outside of the target area (greater Brisbane).  ThreatsØ  Compete
with local retailers or merchants can carry down prices and number of the
visitorsØ  Competition
from nationwide chains moving into the Brisbane market.  Ø  A
fall in the economy can dropping disposable income spent of the customer’s on
homewares.Marketing
Objective Chosen
tactics are supporting the organization strategic direction because these
strategies support and increase the company sale. The may be achieved the
target which is, in the next three, $20 million per year and increase the
quantity of the loyal customers to 15,000. StrategiesHouzit’s
products are decorative items, bathroom fitting, mirrors, bedroom furnishings,
and lighting fixtures. The company should set their price to be reasonable,
acceptable and appropriate to the products quality. Place need to be commercial,
urban retail district or suburban neighborhood which are the company’s target
market. Lastly, promotion of the company should be attractive, for example,
when the customer purchase $200, they will get a $30 voucher to use for their
next visit. So, the approaches are applied new tactics to increase sale
and improve customer’s loyalty list. Implementation
Two
marketing opportunities that meet the objective are joint venture method and registering
new customers to the loyalty program. They can offer special discount to the
loyalty members and offer free registration for the customers. Risk that could
occur is the customers’ confidential information spread out. The privacy law is
going to be apply to the organization to ensure that information of the
customers, such as name, phone number, credit card number and etc will be
confidential kept. There is also positive impact of this marketing
opportunities is increasing the list of the customers’ loyalty of the company
to 15,000. Furthermore, the advantage of joint venture method are the
accessibility to new market and distribution networks. Also, joint venture can
help the organization to increase its capacity. Yet, it takes time and effort
to build the right business relationship and in the early stages, the partners
do not offer satisfactory leadership and support.  

 

Ø  

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