Digital Marketing: Woolworths

Running Head: DIGITAL MARKETING: WOOLWORTHS
Digital Marketing: Woolworths
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DIGITAL MARKETING: WOOLWORTHS1
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.

DIGITAL MARKETING: WOOLWORTHS2
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

DIGITAL MARKETING: WOOLWORTHS3
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