BSB60520 Advanced Diploma of Marketing and Communication

BSBMKG622 Manage organisational marketing processes

Assessment 1
Student name: Phattranit Chuakamphut
Student ID: 180265

- Executive Summary
A marketing plan is a comprehensive document or blueprint that
outlines a company's advertising and marketing efforts for the coming
year. It describes business activities involved in accomplishing
specific marketing objectives within a set time frame.
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.

I 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.

- Introduction
This report discusses about the marketing management of the
company named Howzit. It is the company that deals with the
houseware products in Brisbane region. The report focuses on
description of the marketing activities and its alignment with the
 organizational objectives. It provides the idea of the company’s KPIs
and the plan of marketing to achieve the KPI targets.

- Marketing activities
There are different marketing activities that has been conducted by the
company called Houzit in order to make the people aware about the
brand and the products. The main three activities that has been
conducted by the organization are: Magazine advertising and PR:
According to the analysis, it has been identified that many leading
magazines that supports the advertising of the home wares are
facilitating the home ware companies with the advertising space in
their magazines. Web based advertising: Web based advertising allow
the company to put the visual advertisement on the home page of the
website and also includes the PR articles on the content of the web
page of the company’s website. In-store advertising: In store
advertising helps the company to display the visual advertisements in
the stores along with the featured products that attracts the customers
in more number. The above three marketing activities shows that the
company has the potential to market its products in different ways and
the company is focusing on managing these activities very well.

- Integration of organisational activities

The marketing activities that are conducted by the organization are
aligned in such a way so that they can be integrated with the
organizational activities and the objectives. The activities like PR, web
 based advertising, magazine advertising etc. helps in achieving the
organizational objectives such as increasing the sales volume of the
company and increase in the market share by 8.5%. magazine
advertising helps in increasing the customer base of the company by
making most of the people aware about the products. Web based
advertising is one of the best way to increase the market share as
most of the people now a day focuses on online advertisements.

- Monitor progress
o Monitor:
 product
 distribution
 pricing
 marketing communication policies
o Evaluation of statistical and data techniques to measure
marketing performance
- Distributing and pricing
According to the study, it has been analyzed that the distribution of the
products is done by the stores only but according to the changes in
the market it has been recommended
to the company that it should also allow the customers to make orders
and payments for the products online from the website of the company
or the store. The pricing strategy should be economy pricing. This is
because the changes in the strength of the Australian Dollar results in
cheap imports that put pressure on the local suppliers to match the
prices with the imported products that are cheap. To monitor the
distribution and the pricing of the products over time, the company
 has to keep the records of the competitor’s strategies as well as the
market conditions.

- KPIs
KPI Target Measurement

Market share 12% Market share can be measured

by measuring and identifying
the competitor’s environment
analysis and the industry
analysis.

Increase in Sales Increase by Increase in sales can be

8.5% measured by matching the sales
records of the previous year with
the preset year. Matching of the
records help in determining the
gap or the increase in the sale
from the last year

New sales By 15% New sales generated can be

generated measured by observing the
market and keeping the records
of the new customers and the
new market where the sales
have been generated.
- Delegation
Marketing Personal Responsibility
activity responsible

In store marketing Phattranit I am the one who is

Chuakamphut responsible for maintaining
(me) the marketing activities inside
the store. I have to display the
visual ads in the store that are
associated with the features
products so that it can attract
the key customers

Web based Tony Tony is the one who is

marketing responsible for managing the
marketing activities on web
with the help of search engine
optimization. He also designs
the webpage of the company
that helps in displaying the
visual ads on the webpage

Advertising/PR Marie Marie is responsible for

managing the marketing
activities through PR. The
magazine advertising is the
best activity conducted by the
organization
- Meeting with CEO summary
The CEO has 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
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 builders20–50 year-old.

- Communication
Acknowledge to the employee
he specific contributions he/she is making that positively impact your
organization’s success.

Be supportive when your employee experiences failure. Frame it up as

a learning opportunity and alleviate the pressure for perfection

Align the employee’s job responsibilities with their strengths and

passion. We all do better when we are assigned tasks/projects we
excel at doing.

Pay attention to signs of burnout and encourage

elf-care such as time off, regular lunch breaks and exercise