Organizational Review



[Name of the Instructor]

[Date of Submission]

Organizational Review

This assignment is divided into two tasks: Task 1 is the preparation of a report and Task 2 relates to the development of a marketing plan for Houzit.

Task 1

Organizational Overview

Houzit is considered to be a famous chain of homewares stores in Brisbane offering wide range of bathroom fittings, mirrors, bedroom fitting and decorative items to its customers. The analysis of each of the aspect of the company overview is provided under the following heads.

Strategic direction and Organizational objectives

The strategic directions of Houzit can be ascertained from the company's vision and mission.

Houzit is a national retail brand that is satisfying the home makers' needs by providing them unique, wide variety of quality homeware products with an easy payment procedure.

The mission of the company asserts that the organization is planning to move towards enlargement of its business by ensuring its presence in all the major cities of Australian market by the year 2020.

The basic focus of the company is on three parameters: Quality, Unique items and Selection

The following are the stated objectives of the organization (Houzit):

To bring an annual sales increase of $ 5 million by moving the sales figures from $15 million per year to %20 million per year during the next three years period.

To enhance the list of loyal customers from 10,000 to 15,000

Considering Brisbane as a potential market, brand recognition need to be established so that one out of every 3 people will recognise the Houzit brand in a random survey that is conducted in 18 months' time.

Current size, capabilities and resources of the organization

Houzit 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 m2

Capabilities: Each of the Houzit store has a capacity to generate the following sales breakup

Bathroom fittings: 30%

Bedrooms furnishings: 35%

Mirrors and decorative items: 20%

Lighting fixtures: 15%

Resources: 15-20 fulltime employees along with number of casual workers

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 company has limited number of employees. In addition to it, the focus with which 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

With the help of external environment analysis, a company will be able to develop 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.

Two marketing opportunities that meet the objectives and the evaluation of ...