Educating for Excellence

Assessment Submission Sheet

Course Code and Name BSB60420 Advanced Diploma of Leadership and Management

Unit Code and Name BSBMKG623 Develop marketing plans

Assessor Name Abul Azad

Student Name HUU TUAN KIET DINH

Student ID 20220739

Due Date 18th Feb 2024

Please read and sign this assessment submission sheet 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 give permission for my assessment material to be used for continuous improvement purposes.
● I have kept a copy of my assessment and I am aware that unsigned work may be returned
unmarked.
Student Signature HUU TUAN KIET DINH Date Submitted 18th Feb 2024

Assessor Use Only

Assessment Items Result

Task 1 Case Study S NS

Task 2 Presentation S NS

Final Result for this unit C NYC

Assessor Declaration:
● I am aware that by typing full name in the student signature field is equivalent to a hand-written signature.
● I declare that I have conducted a fair, valid, reliable and flexible assessment with this student, and I have
provided appropriate feedback.
● I declare that the student has been advised of the result.
Assessor Signature Date Assessed

Assessor’s Final Comments

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Task 1
Assessment Instructions
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.

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.

Tactics
1. Detail the tactics necessary to implement the strategy you have outlined, including:
a. scheduling of activities to enact the strategy
b. costing
c. accountabilities and responsibilities
d. a plan for coordinating and monitoring scheduled activities including KPIs.
2. Outline any legal and ethical requirements that impact on the selected tactics.
3. Describe how the tactics fit within identified organisational resources and capabilities.

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.

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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.
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

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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.’

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
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 recognise our brand in a
random survey taken in 18 months time.

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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.

Organisational overview

The strategic direction and organisational objectives

Increase sales from $15M to $20M in next 3 years
Branding recognition at least 1 in 3 people in Brisbane
Increase customer loyalty from 10,000 to 15,000
Average stores incomes hit $24.680/week

The current size, capabilities and resources of the organisation, including any notable strengths
and weaknesses
The target of developing to 100 expansive, at present just 12-15 stores in Brisbane and none interstate

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yet.
The target of an expansion in deals by 20, 000 million for every 12 months, as of now 15, 000 mil for
each year
The target of an expansion of the steadfastness client list by 15, 000, as of now 10,000 -The goal of a
brand acknowledgment that one in 3 individuals perceive the brand, right now have not done any
concentrate yet.
*Strengths:
- Excellent workers, very talented at sourcing corner items and natural and common sustenance
suppliers
- Diverse areas
- High client dedication
- Consumable and Non-consumable offerings which surpass contenders' offerings in quality and
speed.
*Weakness:
- Limited promoting assets to create show casing procedure, strategies and brand mindfulness
- Limited inner showcasing assets to develop, execute and control publicizing correspondence
methodology and strategies
- High cost of offers connected with decision to give reasonable exchange and natural and
common nourishment and perishables.

Gaps between the objectives, and the current capabilities and resources
Gap analysis serves as the tool that will help to decide between multiple marketing options (Precision
Group, 2009). The objectives that are set by Houzit are difficult to be achieved with the current
capabilities and resources. It is because the company has a limited number of employees. In addition to
it, the focus with which the company operates to have its stores as bright and comfortable for shopping is
not in alignment with the legislations that are put forth by the government. In this manner Houzit will have
a gap between the objectives set for the company and the current strategies, capabilities and resources
of the company.

OPPORTUNITIES

Benefits Risks

Franchising Items and administrations will have as of now An establishment allows a little
established a piece of the pie. Hence there business to be aggressive with

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will be does not require advertise testing
Association can profit by imparting and
posting thoughts with, and acquiring support
from,different franchisees in the system
enormous organizations, likewise than
a free little business, because of the
pool of support from the franchisor
and system of different franchisees.
Expenses might be higher than
anticipated. And the underlying
expenses of purchasing the
establishment, you pay proceeding
with administration benefit charges
and you may need to agree to
purchase items from the franchisor.

Joint Venture Picking up passage to ability without the Sharing the danger of high- influence,
need to utilize morestaff. yet indeterminate endeavors.

Recommend the opportunity that best addresses organisational objectives

- Organize marketing activities outside the original target area to create opportunities for new
clients and increase brand awareness.
- Add our organization's advertising channels by using our website and social media channels.
- Applying corporate sustainability policies to comply with Australian law and also reducing the use
of resources within the organization.
- Develop and design new and unique products.

Marketing mix strategy that fits within the capabilities and resources

Marketing mix strategy Capabilities Resources

Product New product design Design department

Price Valuable price Bargain with suppliers

Place Point of purchase Shopping mall display

Promotion Royal customer discount Customer database

Strategies align with the strategic direction of the organisation

Strategic direction Strategy alignment

Vision Brand awareness

Houzit will prove that caring, integrity, passion and More approaching to new customers
innovation at all levels create success. Houzit Expand brand royalty
homewares business will be dedicated to Strong competitive
providing high-quality homewares in a friendly

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atmosphere for customers with affordable prices.

Mission Brand awareness

Attain sales of $20 million in the first year.Increase Market extending
second year sales by 50% and third year by 30%. Stand out brand
Businesses have strong confidence in extending
further all over Australia via our stores for the
coming year.

Objectives Brand awareness

1. Gain a market share in Australia 1. Nation wild brand recognition
Homewares business up to $25million per Stronger brand creation
year to $30 million per year consecutively. Increase sales volume
2. To create brand recognition to the top 5 2. Gain repeat purchasing
brands in homewares business and Fully competitive
approach over 50,000customer's audience
with at least 20,000 signed in for royal
program.
3. To expand into variety of shops by 2020, 3. Increase sales volume individually
and extend stores to neighboring cities,
such as Sydney, Perth and Melbourne

Competitive analysis
The key adversaries with Houzit are:
- Oxfam: Offers the significant scope of Fair Trade items and administrations running from home,
music and toys, kitchen things, nourishment and drink, form, books, cards and wrapping
executes. The significant restriction in our division.
- Hamlin Fistula Ethiopia (Australia): Offers a different cluster of Fair Trade things which extend
from shower salts, handwoven attire, books, homewares, toys, and nourishment
- Go Reasonable Trading: Offers a scope of artisan and native felt items, wooden toys, Indian
inside decorations, string lamps and profound amaze thoughts.

The metrics to be used in measuring marketing performance

- Price: Medium to high
- Place: Open New stores/regional Head Office stores in ALL capital cities for master franchisees.
- Product: Embrace the productivity & quality standards
- Promotion: Local public holidays, opening of new stores, product introduction by master
franchisees.

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TACTICS
Detail the tactics necessary
Activities
Hire a professional
person who knows
franchising procedures
Recruit a manager to do
the training for the
franchisees
Signing contract withTV
channels and release
the latest TV commercials
Negotiate with magazine
publishers like Better
Home and Gardens to
put advertisement on
Spread commercials on
radio programmed such
as Triple J and Triple M in
NSW
Establish an online shop
with offer of Australian
wide shipping free
Set a discount shop in
DFO, Homebush prior to
Christmas shopping
season
Legal and ethical requirements
The selected tactics may have both legal and ethical impact on business. For example, if the
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Costing Accountability and KPIs
responsibilities
$1,000 Manager, HR Manager, Sales, Customers, Satisfaction
Marketing
$1,000 Manager, HR Manager, Sales, Customers, Satisfaction
Marketing
$10,000 per Building a specialist 9% increase from the last quarter
week team to take care a in 2015, as the company
customer especially, estimates the product sales
people who get margin will be increased from the
involved with a last year.
supervisor team
$10,000 per Franchising Manager Minimizing the cost to build the
month and COO fame of Houzit, when the budget
is limited.
$5,000 per Franchising manager, Quickly spreading Houzit all over
week Franchising, Support Australia, if joint venture with a
manager and COO well
$50,000 Franchising manager, Focusing on details would be
Franchising, Support required for this position because
manager and COO most of the time the franchising
support manager will have to
get hand into franchising
contract filing.
$100,000 CEO and COO Franchising made it quick for
Houzit to spread 100 stores all
over Australia within three years.
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organization appropriately follows the business ethics, it can gain more reputation. If the organization
understands the social value, customers could be reliable to the organization and they may use the
service for a long time. As a result, the sales volumes of Houzit could increase than the existing volumes.
On the contrary, compliance with the regulation may also help the origination to build the organization in
a new market. The organization receives environmental support from the governments.

How the tactics fit within identified organisational resources and capabilities
The above-mentioned tactics are quite effective for the organization. The tactics and strategies
discussed in the report are aligned organizational resources and capabilities. With the limited budgets,
the company could emphasize on meeting organizational marketing objectives of increasing sales. By
implementing digital marketing, Houzit could target a vast population through the wide reach of the
internet

Conclusion
On the completion of the report, it can be added that Houzit could face certain marketing challenges as
the competitors of Houzit already have a competitive position in the market. In addition, due to limited
budgets, the organization may not be able to implement all required strategies. However, effective
implementation of organizational objectives could help the organization to remain competitive in the
market.
.

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Task 2
Assessment Instructions
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.
Procedure
1. 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.
a. Executive summary – Provide an overview of the organisation and the plan, which simply
states what is to be achieved.
b. SWOT analysis – Submit an overview of the organisation’s strengths, weaknesses,
opportunities and threats (analysed in Assessment Task 1).
c. Marketing objectives – Include the objectives of the organisation (discussed in Assessment
Task 1).
d. 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.
e. 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.
2. When you have finished writing your marketing plan, you need to:
a. liaise with your supervisor (your assessor) to arrange a suitable time and format for
presentation
b. present the plan to key stakeholders (a group assembled by your supervisor) in the format
specified by the assessor and at an agreed time
c. allow for feedback on the plan from stakeholders within your presentation.
3. During your presentation, you will need to ensure you demonstrate:
d. the appropriate communication skills to relate to a diverse range of people
e. the leadership skills to gain the trust and support of stakeholders for the plan you present.
4. 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).

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

You must:
● submit a marketing plan including PowerPoint slides that follows the instructions as set out in the
procedure above.

Executive summary
An overview of the organization 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
A summary of the plan and what it aims to achieve. The marketing objective is to actively support

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continued growth and profitability through effective implementation of the strategy. To be able to achieve
the strategic objectives, Houzit has made the details of the marketing plan. The stores will expand from
15 at present 100 by 2020, having stores in all state capital cities of Australia. Also, the manufacturer will
use the existing product with the new products to ask for the attention from customers, this will come up
with the promotion and good advertisement. A franchising manager and his assistants will be hired to
implement and train the new franchisees. Also, we will focus more on Sales who should have customer
service. These can help us come with loyal customers. In addition, the marketing budget is expected to
be collected entirely by the initial and ongoing franchise fees. The main activities which are set out in this
marketing plan are advertising activities.

SWOT analysis

Strengths
- The employees of Houzit are highly
trained, skilled and knowledgeable
homewares
- Increased customer loyalty
- Variety of deals and offers that are beyond
the competitors offerings in terms of
quality, range and accessibility
- Great retail space that is bright, functional
and efficient for a commercial urban
district
Weakness
- As the organization comes under the
category of small originations it has limited
marketing budgets to increase brand
awareness
- The struggle to continually fund the
growing long-term repayment plans taken
out by our customer

Opportunities
- A growing market in a high growth area
with a significant percentage of the target
market still not aware of Houzit 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 lower overhead
costs than our staff-run stores.
- Competition from national chains moving
into the Brisbane market.
- A slump in the economy reduces
customers' disposable income spent on
homewares.

Marketing objectives
- A significant retail presence in homewares in every Australian capital city by 2025, starting with
15 stores in the greater Brisbane area and growing to 100 Australia wide
- An increase in sales by $20 million per year over the next three years
- To increase our loyalty customers list from 10,000 to 15,000 that 1 in 3 people will recognize the
brand by 2022.

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Strategies
Before you start making changes, it's a good idea to make sure you have a full understanding of the
factors affecting your business success. These may include your current business practices, market
trends or changes to the wider environment in which you operate.

Tools which can help you assess your business's situation include:
- SWOT analysis- helps you identify your business's strengths, weaknesses, opportunities and
threats.
- Benchmarking - measures your business's performance against similar-sized businesses in your
industry
- Market research - investigates your business's market and industry to identify trends, changes
and customer or client demands.
- Trend analysis - uses business data collected over time to identify consistent results or trends.

Set clear Goals

Business goals can be as broad or as specific as you want them to be. Writing down your goals clearly
will make it easier for you to achieve them. Make sure your goals are:
- specific - state clearly what you want to achieve
- measurable - make sure you can evaluate success
- achievable - check your objective is something you have the time and resources to meet
- relevant - make sure your objectives improve profit drivers and improve some part of your
business
- timely - set a specific date for completion.

Implementation
As Houzit is a highly integrated company, it has strong connections between the departments and
product lines. Thus, to ensure that Houzit gains a competitive position in the market, the organization is
putting more effort into meeting organizational objectives. The management of Houzit needs to monitor
and evaluate the progress of each marketing objective.
Costing: To implement the above-mentioned strategies such as expansion of business in the global
market, the digital market may require a large amount of capital. For example, the organization may have
to invest near about $3000-$2000 per month for implementing digital marketing.
KPI: The "key performance indicator" helps to assess the success of Houzit in which they engage. The
success is simply repeated and achievement of levels of goals and objectives. The KPIs could help the
organization Houzit to measure the growth in meeting marketing objectives such as maximizing sales
volumes, increasing market share and measuring the cost of customer acquisition.

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Marketing Cost Responsibili Tactics Scheduled KPIs

Strategies ty

E.g: $100,000 Manufacturi Branding, service, quality, Annual Brand

Product ng and appearance and warranty awareness by
sales team terms - monthly survey

Price $15,000 Marketing Set price, service, quality, a Once a Survey the price
Manager warranty price terms month from the
competitors

Place $25,000 Marketing Find community sources, Once a Survey the best
Manager, do population surveys, month location - To
General survey areas, - monthly know the place
Manager where it is easy
to access the
customer.

Promotion $35,000 Marketing Survey the promotion from Once a Creation of big
Manager, the competitors, check the month sale, voucher
General price for the population, -Attract the
Manager, study every production- customer to buy
Designer monthly the goods or
team products.

Reasons for choosing these tactics:

- Effectiveness
- Price
- Efficiency
- Ease of implementation
- Able to reach a wider audience

Process for reviewing performance.

We will compare the estimated expected performance with the actual performance usingKPIs and
targets. The variances will be recorded and reported.
Product: The Company should expand their range of products in order to access more customers.
Price: Variety of prices and offers, not just luxury prices. To generate more impact on the consumer and
access more customers.
Place: Online sales can increase the flow of customers purchasing items also by opening more retail
outlets using the option of franchising and merger and acquisition, can increase the sales considerably.
Promotion: The most successful advertising and promotion has been through the following:

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Advertising Communication through mass media, the firm will usually pay for this type of
communication

Public Relations Developing a positive relationship between the organization and the media and
the public. Good public relationships involve not only creating favorable publicity
through the media but also involves minimizing the impact of negative situations

Sales Promotions Promotions designed to create a short term increase in sales. Examples of sales
promotion include money off coupons, discount codes and "flash sales".

Personal Selling Sales interaction between the firm's representative and a consumer on a one to
one basis

Direct Mail This involves sending marketing to a named individual or organization. Firms
often buy lists of names, emails and postal addresses for this purpose. This can
be highly effective when the direct mail recipients are within the firm's target
market.

Internet Marketing Placing adverts on internet pages through programmed such as Google's
AdWords

Social Media Firms place daily messages on social media such as Facebook and Twitter to
keep customers interested in their organization. They may even run promotions,
flash sales and discounts just for their social media readers.

Sponsorship An organization or event is paid to use your branding and logos. Sponsorship is
commonly used in sporting events; player's clothing and stadiums will be
covered in the firm's branding and even the tournament may be named after the
firm. Although effective sponsorship requires a large audience you may get
smaller firms interested in local business sponsoring small events in their area
e.g. school fairs.

Promotion Through The Product Life Cycle

As products move through the four stages of the product life cycle different promotional strategies should
be employed at these stages to ensure the healthy success and life of the product.

Promotion strategies that can be employed at each stage of the Product Life Cycle are as follows:

* Introduction
When a product is new the organisation's objective will be to inform the target audience of its entry.
Television, radio, magazine, coupons etc may be used to push the product through the introduction stage
of the life cycle. Push and Pull Strategies will be used at this crucial stage.

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* Growth
As the product becomes accepted by the target market (at this stage of the life cycle) the organisation
will employ strategy to increase brand awareness and customer loyalty.

* Maturity
At this stage of the life cycle the product will be experiencing increased competition and will need
persuasive tactics to encourage consumers to choose their product over their rivals. Any differential
advantage/benefit will need to be clearly communicated to the target audience.

* Decline
As the product reaches the decline stage of its life cycle, all the organisation can do is use strategy to
remind consumers about the product in a bid to slow the inevitable.

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