You are the marketing coordinator for achain of home-ware stores in Brisbane called Houzit. The marketing plan for the 15 Houzit stores wasdeveloped over 12 months ago and you are actively engaged in implementing thestrategies to achieve the marketing objectives.

Specifically, you areinstigating those marketing activities that meet the marketing objectives of a12% market share (up from 11%) and an increase in sales by 8.5% over lastyear’s result. No expansion stores are planned during this phase ofconsolidation and on average the stores achieved $24,680 per week for the year.

The next six months of the marketing plancalls for increased marketing to match the growth in seasonal demand thatoccurs during this period. In particular, you should focus on magazineadvertising and PR, together with in-store promotions and web based promotions.
You are assisted in the marketing role byMarie and Tony. Marie manages the advertising/PR while Tony is a specialist searchengine optimiser and webpage designer. You enjoy taking responsibility for thein-store promotions because it keeps you connected with the key personnel andthe trends in merchandise category sales. Lamberts Consulting are also apreferred supplier of market research, marketing audits and marketingconsultancy.

The market for home-wares in Brisbane isestimated last year at $175 million per annum with an anticipated growth rateof ten percent in the coming year.
The next six-month campaign is designed totake advantage of the seasonal growth in bathroom fittings and mirrorcategories with linkages to the other two categories of Houzit: bedroomfittings and decorative items.
Some of the leading home-ware magazines areselling advertising space with the opportunity of a PR write up in theirmagazine and website. You see this as a key driver in achieving the marketingobjectives because you are aware that your major