Digital Marketing: Woolworths

Running Head: DIGITAL MARKETING: WOOLWORTHS
Digital Marketing: Woolworths
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1DIGITAL MARKETING: WOOLWORTHS
Executive Summary
The report will provide a concise idea in respect to the digital marketing of Woolworths,
which assist them to expand in the marketplace so as to attract the customers in it. The study
focuses on the micro, macro and SWOT analysis of the organization in the Australian
marketplace along with the vision, goal & objective pyramid and target marketing strategy
with respect to the digital media. The report provide detail information regarding the 7P’s of
marketing as well as customer relationship marketing along with the digital consumer
experience and PR or influencer relationship management. Lastly, the report includes a
transparent idea about why it is important for the firm and how it helped them to achieve the
success in the process.

2DIGITAL MARKETING: WOOLWORTHS
Table of Contents
Introduction................................................................................................................................3
Micro Environment of Woolworths...........................................................................................3
Macro Environment of Woolworths..........................................................................................4
SWOT Analysis.........................................................................................................................4
Vision, Goal and Objective Pyramid.........................................................................................5
Target Marketing Strategy.........................................................................................................6
7P’s of Marketing Mix...............................................................................................................7
Customer Relationship Marketing.............................................................................................7
Digital Customer Experience.....................................................................................................8
PR and Influencer Relationship Management............................................................................8
Conclusion..................................................................................................................................8
References................................................................................................................................10

3DIGITAL MARKETING: WOOLWORTHS
Introduction
Woolworths is one of the largest supermarket chain which operates in Australia. The
company was formed in the year 1924 which mainly deals with the groceries as well as
magazines, health care products and DVD (Knox 2015). Along with that the company also
sales pet & baby supplies and stationery products in the marketplace. Woolworths along with
Coles enjoys the duopoly market and captures almost 80% of the market share (King and
Thobela 2014).
The report will focus on the micro as well as macro environment of the company in
the digital market along with the SWOT analysis, vision, goal and objectives, target market
strategy and 7P’s of marketing. The report will also provide information regarding the
customer relationship management, digital consumer experience and online PR and
influencer relationship management.
Micro Environment of Woolworths
Woolworths mainly trade in the retail industry, which is the sole reason the company
possess different variety of suppliers in the market from the grocery company to the
stationery company to the top brands who possess their department in the Woolworths
supermarket. In the digital media platform, the main supplier of the domain is the Edge
Media, who provided the server to the company so that they can design their website. There
are no intermediaries in the process (Lawley, Birch and Craig 2016).
The main competitors of the company are Coles who enjoys duopoly market with the
company in the Australian market. Woolworth’s target the customers are mainly office-goers,
home-makers and parents who want to buy different types of products for their family or for
their kids. In the digital market, the company provide variety of products with section and

4DIGITAL MARKETING: WOOLWORTHS
subsections that enables the consumer to do online shopping so that they can avail the
products (Feigin 2016).
Macro Environment of Woolworths
In the macro environment Woolworths mainly deals with the technology, economy as
well as political, legal and social forces so that they can expand in the market. In the
technological factor the company utilizes advance technology which enhance their efficiency
as well as enable them to market their product in their website as well (Dos Santos, Svensson
and Padin 2014).
On the other hand, the organization enjoys economic growth with the help of digital
platform in the form of website as most of the consumers prefer to buy products online and
that provided and advantage to the company. As the Australia is a politically stable country
so the company is able to enjoy operating in the Australian market quite effectively both
physically as well as digitally. There are legal steps that have been taken up by the company
so that they can protect the data and information of the user who are creating their profile in
the company’s website (Lawley, Craig and Birch 2015). The company also safe guard the
environment, which is necessary for the firm to expand in the marketplace by investing the
money which is being generated from the outlet as well as from the digital market.
SWOT Analysis
The main strength of Woolworths is that they club different brands under one roof,
which provide them with the advantage to compete with the different competitors in the
Australian marketplace and the product range is diverse in nature.

5DIGITAL MARKETING: WOOLWORTHS
The company is suffering from inadequate management system, which is the
weakness of the company. These need to be look after by the company so that they can
provide effective management system in the market (Brander 2018).
As the organization deals in the retail sector that is the main reason the company is
able to flourish in the marketplace and to generate revenue in it. These is critical for the
organization to flourish in the marketplace.
There are main small companies in the Australian market which is getting dissolve
and the international companies are overtaking the small companies, which can create a threat
for Woolworths in the market (Gunjal 2017). The company need to look into the situation so
that they can eliminate the threat from the marketplace.
Vision, Goal and Objective Pyramid
The vision of Woolworths is to create a better experience so that they can work
together for the better tomorrow. These enables the company to work accordingly so as to
flourish in the marketplace and can provide quality products at right price to the customers.
The main goal of the firm is to become the first brand for the consumers as well as for
the team and culture. The company also want to provide connection and convenient way to
shop as well as want to differentiate the food proposition of the customers (Evans 2013). The
company also want to evolve the drink business of the company along with that want to
unlock portfolio of the values. Lastly, the company want to become better, simpler and safer
for the store and support to the consumers. These are the goals of the organization in the
marketplace.

6DIGITAL MARKETING: WOOLWORTHS
Fig.1: Objective Pyramid of Woolworths
(Source: Created by Author)
Target Marketing Strategy
The company segmented the target market in such a way so that they can target the
adults as well as office goers and parents who are digitally active and that is the main reason
they segmented their website with section and sub-section as per category and also as per the
online offer that they are providing to the customers to purchase product from their digital
platform (Sebele 2019).
With the help of the marketing strategy the company is able to do their promotion in
digital market as well with the help of the website and also with the help of the social media.
The company is able to sale their products in the marketplace and can lure the consumers to
expand in the process (Armstrong et al. 2014).
Woolworths also position their products in their website in such a way with offers on
special days that they are able to target the specific group on an occasion as well. For
example: On Christmas, the company provided offers in their website with logo and named it
as Woolworths Carol, where they are able to attract the customers with special offers which
ultimately attract the customers to purchase product from them.

7DIGITAL MARKETING: WOOLWORTHS
7P’s of Marketing Mix
The 7P’s of marketing mix are mainly product, price, place, promotion, physical
evidence, process and people. Woolworths have rightly addressed all the 7P’s of marketing
mix, in the digital media as well. In the digital platform the products are the same that they
are providing in their outlet. In the digital media, with the help of special offers the price is
slightly less than the store. The company is able to place their website in the digital market,
which is fast-growing market with the help of the website. The company also promote their
products in the social media as well, which will help them to attract the customers. The
company is physically present in the Australian market and that is the main reason the
consumers can trust the company and shop online from their website. In the digital platform
the process of purchasing is simpler and enable the consumers to buy products with a click.
The company recruited the employees so as to look after the website and the orders that they
are receiving so as to expand in the market both physically and digitally (Muchiri 2016).
Customer Relationship Marketing
The company is maintaining an effective customer relationship marketing, by
providing them with the user-friendly platform to shop and also helping them with the
sections and sub-sections along with the special offers. The physical presence of the company
provide an additional advantage to the company to win the trust of the customers to shop
online from their website. The organization market their product with the help of the social
media platform as well as from the other digital media platform, so that they can expand in
the marketplace and can obtain success in the process (Methner 2013). The company also
deliver the products that the consumers ordered online within a day that is also an advantage
that enables the company to expand in the market and to attract the customers in the process.

8DIGITAL MARKETING: WOOLWORTHS
Digital Customer Experience
The company is providing compact and user friendly website, which enable the
company to provide the customers with the high quality experience so that they can flourish
in the marketplace and can reach to the consumers in less possible time. These is a necessary
step that have been taken up by the organization so as to provide better user experience to the
consumers. These will assist them to expand in the marketplace and to gain popularity in it.
Woolworth’s website is way more user friendly and compact and fast than that of the other
competitors in the market and that is the only reason the organization is able to lure the
consumers from the marketplace.
PR and Influencer Relationship Management
Woolworth have rightly taken up the PR so as to enhance their image in the
marketplace and can lure the consumers from the marketplace. The organization maintain an
effective relationship by posting latest news, videos and blogs in their website as well as in
their social media. These enables Woolworths to maintain transparency with the consumers
and win the trust so as to attract them from the market. The company also post blogs and
videos regarding the activities that they are doing to safe-guard the environment both in their
website and social media profile so as to enhance the image of the company in the market.
(Bezuidenhout 2014). Therefore, it can be noted that the organization have rightly taken into
account the PR and influencer so that they can accomplish success in the marketplace and can
accomplish the success in the process.
Conclusion
It can be inferred that the organization is able to market their product both
traditionally as well as digitally. These assist the firm to generate revenue from the

9DIGITAL MARKETING: WOOLWORTHS
marketplace and to lower the risk of new entrant in the process. These helps Woolworths to
become successful in the Australian market and to attract the consumers so that they can gain
popularity in the process and assist them to accomplish the success. Therefore, it can be noted
that the firm has taken appropriate strategies so that they can become successful in the
marketplace.

10DIGITAL MARKETING: WOOLWORTHS
References
Armstrong, G., Adam, S., Denize, S. and Kotler, P., 2014. Principles of marketing. Pearson
Australia.
Bezuidenhout, S., 2014. Evaluating Audience Responses to Promotional Messages (Doctoral
dissertation, North-West University).
Brander, C., 2018. Case Study of Marketing for SMANGO West Midlands Group (WMG).
Dos Santos, M.A., Svensson, G. and Padin, C., 2014. Implementation, monitoring and
evaluation of sustainable business practices: framework and empirical illustration. Corporate
Governance.
Evans, V., 2013. Key strategy tools: The 80+ tools for every manager to build a winning
strategy. Pearson UK.
Feigin, L.M., 2016. The effects of protests and boycotts on a brand and its reputation: a case
study on Woolworths and boycott, divestment and sanctions (BDS) (Doctoral dissertation,
The IIE).
Gunjal, T.D., 2017. A SWOT ANALYSIS AND RECENT FDI CONTROVERSY OF
RETAIL SECTOR IN INDIA. International Research Journal of Multidisciplinary
Studies, 3(4).
King, L. and Thobela, S., 2014. Woolworths farming for the future. International Food and
Agribusiness Management Review, 17(1030-2016-83014), pp.161-166.
Knox, M., 2015. Supermarket monsters: The price of Coles and Woolworths'
dominance (Vol. 6). Black Inc..

11DIGITAL MARKETING: WOOLWORTHS
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chain. A Stakeholder Approach to Managing Food: Local, National, and Global Issues, p.284.
Lawley, M.A., Craig, J.F. and Birch, D., 2015. Sustainable Seafood: The Confused
Consumer.
Methner, N., 2013. Adaptation to Climate Change: An Investigation into Woolworths’ Water
Management Measures. In Business and Climate Change Governance (pp. 135-155).
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Muchiri, M.N., 2016. The Effectiveness of Marketing Mix Strategies On Performance Of
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