MARKETING & ENTREPRENEURSHIP 2 Introduction Marketing can be defined as a business function that deals with the customer. It aims at creating, communicating and delivering superior value to the consumer. It enhances customer relationship to create mutual benefit for the companies and customers. A marketing plan can be described as a comprehensive document containing information about marketing objectives, current opportunities and threats in the marketing, trends prevailing in the market and intended marketing strategy of the firm. The knowledge gained from the market analysis should be demonstrated in the marketing plan of the firm (Kotler, et al., 2015). This report analyses key aspects of the marketing plan of the supermarket division of Woolworth Group Australia.s Company Background & Products description Woolworths Australia is one of the leading companies in Australia. It has the presence over Australian and News land markets. The company was established in 1924 by Percy Christmas, Stanley Chatterton, George Street, Cecil Scott Waine and Ernest Williams. Woolworth group own some of the most trusted brands in the nation. These brands are majorly classified under three segments Woolworths food group, endeavour drinks and portfolio business. The company has a team of 205,000 members to serve approximately 29 million customers worldwide (Woolworths, 2017). Woolworth’s supermarket is a major business division of the company, with 955 stores in the largest supermarket chain in the country. The company provides fresh foods to customers with partnering from Australian farmers and growers (Woolworths, 2017). The supermarket consists of a variety of products. Major product segmentation of the company includes fruits & vegetables, meat & seafood, bakery products, dairy products & eggs, pantry, freezer, drinks, liquor, tobacco, pet, baby, health & beauty and household (Woolworths, 2017).The company keeps on upgrading project portfolio satisfying its customers. SWOT analysis SWOT can be defined as strategic analysis and strategy development framework. SWOT stands for strengths, weakness, opportunities, and threats (Ferrell and Hartline, 2010). SWOT analysis for Woolworth is done as follows:
MARKETING & ENTREPRENEURSHIP 3 Strengths The key strengths of the company are listed as follows: Established in Australia since a very long time Woolworths is present in the Australian markets for over 90 years. It is the major strength of the company. Being the market player since a long time the company holds details about Australian markets and consumers. Talented & Skilled workforce The company has a strong database of a talented workforce. It has a team of around 205,000 skilled and talented employees. Good Reputation The company has a well-developed brand image. Woolworths is a popular name in Australian households. The company’s objective to provide fresh food produced by locals also adds to the brand recognition of the company. The company is also engaged in various CSR activities for the development of communities, which lays a positive impact on the brand image of the company. Big market share Woolworths and Coles are two major market players of the Australian markets. They occupy almost 80 per cent of the market together in the year 2013 (Mortimer, 2013). It is a kind of duopoly in the Australian markets. Wide variety of products and services The company has a diverse product portfolio that it offers to the customers. It keeps on making alternations to the product and services according to the changes in customer preferences. Weakness Although the company does not have many weaknesses few weaknesses of the company are listed below:
End of preview
Want to access all the pages? Upload your documents or become a member.
Marketing and Entrepreneurship Woolworths Ltdlg...
Marketing Coles Division of Wesfarmers Grouplg...
Sustainability Policy Recommendations for Woolworths Group Limitedlg...
SWOT and PESTLE Analysis of Woolworths Supermarketlg...
Organisation’s Woolworths Activitieslg...
Woolworths Group Limited: Company Background, Mission, and Business Strategy Analysislg...