Case study Houzit is a chain of homewares stores in Brisbane that specialise in bathroom fittings, bedroom fittings, mirrors and decorative items. They currently have 15 stores spread across the greater Brisbane 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 a 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; offers a wide range of homeware 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 houseproud 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 years old. 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, and are no longer accepting a limited selection of homewares. T