Essay on Marketing Plan Management

1736 Words Oct 10th, 2012 7 Pages
Case Study Houzit Brisbane
Marketing plan management

Juliana Silva Brandao

Marketing Management plan

1. Marketing activities

Marketing objectives

The market for home-wares in Brisbane is estimated last year at $175 million per annum with an anticipated growth rate of the percent in the coming year.

Here I outline the following marketing objectives:

• 12% market share (up from 11%)

• Increase in sales by 8.5% over last year’s result

No expansion stores are planned during this phase of consolidation and on average the
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3. Monitor progress

Houzi Homewares have the following policies:

Product – all decisions must be made and documented at a regular marketing meeting and each department of the store must be analysed separately and also in conjunction with other departments that might have influence when releasing a new product or range of products.

Distribution – the department will have appropriate training in order to adapt to the new process of orders as they will receive through the new system the online orders as well as the in-store current ones.

Pricing – all decisions must be made and documented at a regular marketing meeting. The strategy must be analysed and discussed to ensure that the change in price will have positive effect on sales.

Marketing communication – regularly reports to be developed so everyone can see the progress being made. Market and trend analysis must be regularly reported and analysed at marketing meeting.

The organisation will also implement new procedures according to the Australian guidelines for electronic commerce.

4. Distributing and pricing

As explained on the item above, the company will monitor the trends and make decisions over regular marketing meetings to ensure that market fluctuations will be analysed in time so the company does not lose track

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