Kmart Marketing Strategy -

Running Head: MARKETING MANAGEMENT AND PLANNING: K-MART
Marketing Management and Planning: K-Mart
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MARKETING MANAGEMENT AND PLANNING: K-MART1
Executive Summary
The research report focuses on a clear idea implement the marketing management and
planning of K-Mart. The report provides idea on the marketing objectives as well as
segmentation, target market and the positioning of the organization in the marketplace. The
report also focuses on the marketing mix which is considered to be an important aspect for
the organization to flourish in the process and assist them to attract the consumers from the
marketplace. Lastly, the report focuses on the conclusion with respect to the importance of
marketing management and the planning for the firm so that they can obtain the target of
what they intended to obtain in the process.

MARKETING MANAGEMENT AND PLANNING: K-MART2
Table of Contents
Introduction................................................................................................................................3
Marketing Objectives.................................................................................................................3
Segmentation, Target Market and Positioning...........................................................................6
Segmentation..........................................................................................................................6
Target Market.........................................................................................................................7
Positioning..............................................................................................................................7
Marketing Mix...........................................................................................................................8
Product...................................................................................................................................8
Price........................................................................................................................................9
Place.......................................................................................................................................9
Promotion.............................................................................................................................10
Conclusion................................................................................................................................11
References................................................................................................................................12

MARKETING MANAGEMENT AND PLANNING: K-MART3
Introduction
This report solely focuses on marketing management as well as planning that has been
taken up by K-Mart in the Australian market. The report will look after the strategies that the
company has undertaken for the next 12 months so that if there is any type of issue that might
arise can be addressed efficiently by the company and assist them to operate in an effective as
well as efficient way possible.
Some issues are being faced by the company while competing with renowned
competitors in the Australian market. K-Mart requires to look into the matter that they are
facing so that they can get the solution to eliminate the problem from their business model.
This will ultimately enable them to flourish in the market and to get an additional advantage
in the marketplace so that they can compete with the other big companies in the industry
(Scarborough, 2017). The major problem that the organization is facing in recent time are:
 The organization is unable to identify the market as well as the target audience,
whom they require to target so that they can get attracted to the firm. This will
help them to generate revenue in it and to compete with the other competitors in
the industry.
 The firm requires to look after the customer satisfaction of the generational group
so that they can retrieve the customers in the process. These customers will turn
out to be loyal customers of K-Mart. But, the firm is facing a problem that needs
to be resolved so that they can flourish in the market and can add more customers
in this group of people (Roberts et al., 2015).