Develop marketing strategies Essay

The assessment task is due on the date specified by your assessor. Any variations to this arrangement must be approved in writing by your assessor. Submit this document with any required evidence attached. See specifications below for details. Performance objective In this assessment task you are required to review and evaluate marketing opportunities for an organisation and develop marketing activities that reflect the strategic directions of the organisation. Assessment description 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. Specifications This assessment can be completed in your own time, as you work through the related topics in either the Student Workbook, or under the guidance of your assessor. The assessment is due for completion at the completion of Section 2 of the Student Workbook unless another submission time/method is suggested by your assessor. Check with your assessor whether it is appropriate to use a computer for the submission of the report (electronic), or if the assessor requires a hardcopy (printed) version. You must provide: a report containing documents that support all of the instructions outlined in t he procedure above. Your assessor will be looking for whether you have: identified a suitable marketing opportunity conducted research to assess and analyse the market prepared a report outlining your marketing strategies to best take advantage of the identified market opportunities organised your report under the headings suggested in the procedure. Adjustment for distance-based learners: No variation of the task is required. A follow-up interview may be required (at the discretion of the assessor). Documentation can be submitted electronically or posted in the mail. Case study Houzit is a chain of homewares stores in Sydney that specialise in bathroom fittings, bedroom fittings, mirrors and decorative items. They currently have 15 stores spread across the greater Sydney 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 Sydney 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 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 Sydney 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 Sydney so that at least 1 in 3 people recognise our brand in a random survey taken in 18 months time. 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 Sydney. 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 Sydney market. A slump in the economy reducing customer’s disposable income spent on homewares.

Popular Music, Social Practice and Cultural Politics Essay

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Trouble in Williams Companies Inc Essay Example | Topics and Well Written Essays - 1000 words

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The Landlady by Roald Dahl Essay Example for Free

The Landlady by Roald Dahl Essay Slightly shocked from the answer to the question just asked, Billy took another sip of his tea frantically trying to think of something to say. Placing the cup of Tea onto the coaster he took a gasp complementing on the tea, the landlady smiling as he did so. And then without warning he just blurted a question out, So why the others not joining us from upstairs. The landlady took a grin and answered his question well Gregory and Christopher, have not been feeling well recently, so I have been looking after them, they are ever so polite much like you. The way she said it made it sound like she was there mother! Giving a giant yarn, Billy stood up and stretched. I am awfully sorry but best be off to bed now, I have a long day tomorrow. I bet you do, she smirked. All of a sudden she began to lift up he heavy skirt show off her stockings and in the side was a giant curved knife, Billy stood back in shock. She stood up with the knife, the blade reflecting the wall light. What you doing with that? Billy squeaked. All of sudden she launched like a speeding bullet, and with lightening reactions Billy chucked his burning turning in the landladys eyes. Billy ran for his life and at the same time he could hear the landladys frantic screams as he climbed the landing stairs, racing up to his room. He closed the door and locking it behind him. Silently he moved swiftly to his briefcase, and started cramming all his possession into it. And then he heard a thuder of the landlady charging up the stairs like a possessed elephant, he hid behind the door And has he looked over he saw an old mop, not been used for years he took hold of it, Dust left a heavy trail behind it, And waited behind the door he could hear her breathing heavy and droopy like she was ready to swipe someones head off! He heard the lock click and the door swung open hitting him in the face, slightly dazed but still conscious Billy saw the landlady walk in knife first, he didnt give her anytime to think he swung the mop and smashed the landlady around the head she fell to the ground like a sac of spuds. Billy looked closer at the sick and twisted face of the evil witch, Billy had never knocked anyone out before the sudden sensation made him feel proud but hed never guess in a million years he would knock out a fifty-year-old woman! Billy eyes caught hold of the ring of keys around her belt, discreetly he unclipped them, grabbed his case and walked out of the room again locking it (permanently) behind him. Dazzled and tired of the ordeal Billy put his briefcase down and sat on it, looking at the 3rd floor stairs in mystery. Then he remembered what the landlady had said about Gregory and Christopher who was upstairs because they werent feeling very well, if she had tried to knife him, Imagine what she has done to them! With his decision made Billy started to climb the gloomy stairs. Dust was on the railing he wiped it off as he went up. When he got to the top he found himself gazing at two rooms, he decided to take the one closeted on the right. Billy edge open the door a dirt musty smell Hit is face it smelled like vinegar. He walked in and looked around the room in confusion Billy wasnt expecting what he was going to find in here. The room was exactly like his except of the horrendous smell, and as he look at the bed he noticed it was occupied! Hello Billy shouted, it was as silent as it were when he comes in shot to the bed and slowly lifted the covers 2 dead bodies were laid there. It made Billy nearly be sick in his mouth, they defiantly not feeling well he thought! No sain human being could have done this, he thought to himself. The bodies were like to pickles. Billy stared at the crackling fire in the room. Thing of nothing but hate for the landlady. Malice and hate built up inside. And with no warning or control Billy threw a burning hot ember glowing log from the fire to the bed of stuffed men. Within minutes the bed was completely on fire the smell of burning flesh was touching his nostrils, Black smoke was collecting on the ceiling Billy decided to take his exit. Billy closed the door behind him the heat of the handle scolding his hands; he walked down the landing stairs hammering his feet down every step. When he reached the bottom it appeared the landlady had awoken and was screaming at the top of her voice Smoke, smoke wheres it coming from What ever you have done you will regret it, you will regret this Billy Wilkins! Hey hag!, its weaver get it right. Billy stormed down the rest of the stairs with a satisfied grin on his face. He entered the front room, and walked next to the fire were she had revealed the knife at him. He spread the fire out around the front room with the smell of the smoke going thicker and thicker. Billy exited the creepy BB locking it behind him, then chucking the keys in the bin. Billy watched the burning inferno until he felt the tiredness reach him again, and went to go and find the bell and dragon. 50 years later. It had been 50 years to the day that Billy had that terrible encounter with landlady but he can still remember what had happened yesterday, it had left a mental scar on his mind. Billy was on his way to bath of all places for the last meeting before his official retirement suddenly the train stopped and the announcer announced that they where at bath. Billy got off the train and like he had done 50 years ago made his way down the path that had led him to such a cruel place. He walked down the empty street many of the houses were bordered up and rusting away, allot had changed in 50 years Billy thought to himself. Then he got to the place of the terrible BB and has Billy looked up the building had been rebuilt exactly has it had fallen he walked across the road to get a better look at it. Then a young man was walking down street a lot like he had done all them years ago he look at the sign and knocked on the door. The door swivelled open straight away, and with a horror Billys past there stood the un aged unchanged, Landlady! Shivers crawled up Billys legs as she greeted the young man. It was like a Ghost from Billys past that wont go away, the young man walked in and as he passed in Billy saw the landlady licking her lips, and slamming the door!