Houzit Homewares Essay

Comp whatsoever IntroductionFor this particular merchandising assignment we atomic number 18 looking at an organisation based in the leafy suburb of Brisbane. The line of ingatherings is a residence wares terminuss chain by twain friends and line of products partners who take for invested quite a huge gibe of money and are running the melodic phrase smoothly, moreover as evermore see the motivation for more offshoot and more profits on balance sheet. The strategies of the pedigree have to completely match or pull round that of the rivals of the business so as to meet and obtain any growth. The rate of flow size of the organisation is non as big as approximately of the rivals in the area. The chain compromises of 15 stores and has a big head social function and a management centre at Milton. Staff is also not as huge as some of the another(prenominal) hotels in the area.The strengths of the business are casual professional attitude to dealing with customer which umteen of them love as it gives them a feeling of category away from situation and other strength of the business is the good repute that it has built oer the old age in the homewares world with its quality fittings etc. The weakness of the business world some of the rivals have stop shelf products and have bump prices and better visibility and presence in the market. Houzit business, in order to cash in ones chips ahead the profits and help more financial and presence growth would have to take some steps and apply some marketing strategies and maneuver in order to gain that profitability.Organizational ReviewThis assignment is divided up into two tasks labor 1 is the preparation of a report and Task 2 relates to the development of a marketing plan for Houzit.Houzit is considered to be a famous chain of homewares stores in Brisbane offering entire range of tin burn down fittings, mirrors, bedroom fitting and decorative items to its customers. The analysis of from each one of the aspect of the fraternity overview is tryd under the hobby heads.Strategic direction and Organizational objectivesThe strategic directions of Houzit tramp be ascertained from the companys vision and mission.Houzit is a field of study retail crack that is satisfying the home makers trains by providing them unique, wide variety of quality homeware products with an easy payment procedure.The mission of the company asserts that the plaque is planning to move towards enlargement of its business by ensuring its presence in both the major cities of Australian market by the year 2020.The sanctioned focus of the company is on three parameters Quality, Unique items and SelectionThe following are the stated objectives of the administration (Houzit)To bring an annual sales forbiddengrowth of $ 5 billion by moving the sales figures from $15 million per year to %20 million per year during the next three years period.To enhance the disceptationing of loyal customers fr om 10,000 to 15,000Considering Brisbane as a potential market, brand recognition need to be established so that one out of any 3 people leave alone recognise the Houzit brand in a random survey that is conducted in 18 months time.Current size, capabilities and resources of the organizationHouzit has completed almost five years of its operations. This part basically relates to the characteristics of each of the store that is under the platform of Houzit.Current size of each of the Houzit store 1000-1500 m2Capabilities Each of the Houzit store has a capacity to generate the following sales breakupBathroom fittings 30%Bedrooms furnishings 35%Mirrors and decorative items 20%illumination fixtures 15%Resources 15-20 fulltime employees along with number of casual workers crevices amongst the objectives and the current capabilities and resourcesGap analysis aids as the tool that will help to decide between multiple marketing options (Precision Group, 2009). The objectives that are set b y Houzit are tough to be achieved with the current capabilities and resources. It is because company has limited number of employees. In addendum to it, the focus with which company operates to have its stores as b even out and comfortable for shop 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.OpportunitiesWith the help of external environment analysis, a company will be able todevelop a list of opportunities and threats that are provided by the environmental factors (David, 2006). This section of task 1 highlights the two major opportunities for Houzit along with their analysis. The maiden marketing opportunity that will be chosen to meet the demand in growth of overall business all across metropolitan Brisbane and as well as other parts of Australia would be mobility business, which encompasses t he help of mobile apps and mobile webpages and backcloth apps and desktop dedicated pages to online commerce of the business to be visible and appealing to the customers all around. They potnot just live by having a website and no online store in this modern day and age where everything from a small pin to an aircraft is being traded online.Most successful business people know where they fit in. Its moant because knowing what you have to offer determines how you approach the business. And one of the betimes questions for the business starter is one of growth most of the small companies that get noticed in the media are of the fast-growing variety. But fast growth also recalls higher risk the cash flow problems of a fast-growing business can be the same as an belly-up(predicate) company.So decide if you want to grow fast which will mean taking debt or giving away equity or whether you are happy with manageable size and predictable revenues. theres nonentity wrong with a co nservative strategy think of all the lawyers, accountants, retailers and tradies who may wholly employ two or three people but they are successful because their skills, products or technology are such that they can create a premium. So, having decided what the business owes you, and what kind of growth you will need to achieve it, you will need to do what the best business people do plan. The clich goes that businesspeople dont plan to hold up, they fail to plan. Harsh but true. Even a one-page business plan is better than winging it. Making a plan and committing it to paper forces you to focus not only on your strengths, but your weaknesses.Since Houzit does not have any online presence whatever leaving aside their only presence in yellow pages and online track directory. So, after having realised that their current online presence is unable to generate anybusiness online which is budding day by day in every domain of life, we should contract a company specialist in twist we bpages and mobile apps and mobile webpages Mobile SBMS to create a totally sensitive website. The new website will need to allow for growth in the e-commerce sector as well as providing the ability for continual updating of the website to font new products, services and their ever growing portfolio.This is only going to muster up across as a reality if the business is ready to provide the backend services in the warehouses on a large scale as if the demand outstrips the supply, it is going to bring some negative reputation from the customers and in todays world online reputation is something that the business strive on. The force is an e-commerce website designed with the Mobile branding behind it, incorporating all 3 blazon of their business. The time frames for the project have to be extremely tight and the company that should be employed to do the job should be the one which can be trusted upon in terms of punctuality and efficiency.The second marketing opportunity is to of fer more and more unique products than rivals of Houzit in home ware sectors which cannot be attained while they are making the products in Australia on a small business line. The current trend in home wares is toward handmake rather than mass produced items and this creates an opportunity for getting started in import. Import will solve two sides of the business and will serve both the marketing strategies right as this will help in meeting the backend demand that would be generated by having online presence and increasing e-commerce business.There are things to consider before you go ahead and start buying. The first thing to do is to find out if you are legally allowed to import the product into Australia and if you need a permit. Some materials are banned or will need special treatment. For example, some items need to be marooned and fumigated due to possible pest contamination. * Items made with plant or puppet products such as bamboo plates or bone carvings. * Packaging mate rials are often made of wood and plant materials. * Decorative touches to your products may be made of plant materials. You need to list what materials were used in the making of the product so that you can have them properly treated. ICON has a list of import requirements for allcommodities including what documentation you will need.Sourcing and manufacturing and controlling the quality of home wares can be a big job. Each item that you prefer is subject to different standards and import regulations. Does it meet the Australian Safety Standards? Drawstrings on blinds can be hazardous. There could be lead in your mainland China or even in the paint that it was decorated with. Have them assessed for safety. What about the duty payable? Some tariffs may be reduced depending on where your item was made but that requires a certificate of origin. Customs need your records including product list, insurance and freight papers so they can count on the duty payable and ensure smooth Custo ms clearance. You also need to be sure that your goods have the correct classification so that the right amount of duty is paid.