Management Assessment 2023

Running head: MANAGEMENT
Management
Name of the Student
Name of the University
Author Note

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Introduction
Woolworths Supermarkets refers to an Australian supermarket store chain that is owned
by Woolworth group. The organization is highly popular in the Australian retail industry.
Woolworth is founded in the year 1924 along with the Coles that forms a near duopoly of
Australian Supermarket that accounted for about 80 percent of the Australian market. The
organization is majorly specialized in selling groceries that include vegetable, fruit, meat, packed
food items and others along with magazines, DVDs, heath and beauty product, household
products, pet and baby supplies as well as stationary items. Currently the organization operates in
more than 1000 stores across Australia. Out of this, 976 are supermarkets and the remaining 19
are metro convenience stores (Mena et al., 2016). Along with offline services, Woolworths also
provide online services to the consumers. Currently Woolworths have more than 115000
employees and the organization is present Australia and New Zealand. Consider the fact that a
huge amount of competition is present in the Australian retail industry, a good number of issues
is resulting in reduction of competitive advantage of the organization. The chief aim of the
research is to analyse as well as evaluate the consumer experience of the mentioned organization
with the help of the consumer experience map. This will help the management to understand the
potential loopholes of the organization and this in turn will help tem to determine effective
strategies to deal with the issue.
Discussion
Primary research method for your online survey
The primary research method can be defined as a customized research technique that is used for
pulling data directly from the sources or from the potential consumers of an organization. Some

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of the popular research techniques used by the researchers to conduct primary research includes
surveys, interview, field tests, observation and others. The chief aim of the primary research
market is to collect consumer feedback from the aspects that include social, emotional, cultural,
rational and economical (Prebensen, Chen & Uysal, 2018). In order to gather information about
the consumer experience in Woolworths, an online survey has been conducted with the
consumers who are found to visit the outlets of Woolworth in Brisbane on a frequent basis. The
first step of conducting the survey included deciding the research goal and creating a list of
questions on the basis of the research goal (Roy et al., 2017). The research goal of the survey
was to explore the experience of the consumers in Woolworths. On the basis of the aim, 8
questions have been prepared. The second step of conducting the survey included gathering
information of who the frequent consumers of the organization were from three of the outlets of
Woolworths in Brisbane. The information was gathered from the data base of the outlets and 20
participants were selected on the basis of their frequency of purchasing from Woolworths
(McColl-Kennedy et al., 2015). Hence it can be understood that Non probability sampling is
conducted for the primary research. The non probability sampling technique can be defined as
the technique where the samples are gathered in a process that does not provide all the
individuals in the population an equal chance of getting selected. After selection of the
participants invitation for participating in the paid survey has been sent. 15 participants were
found to be interested for the survey. The next step included conducting the survey and gathering
information for conducting data analysis.
Secondary research methods
Along with collecting information from the primary data analysis, secondary data has
also been collected for the research. The three secondary research method used for collecting the

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online data included academic journal articles, relevant book chapters and the official website
and social media review of Woolworths. 5 book chapters that are relevant to the research topic
that is Consumer Experience management have been reviewed. 5 research journals based on the
research topic and the research issues have been reviewed (Schmitt, Joško Brakus &
Zarantonello, 2015). Information was collected on different type of issues that results in
deteriorations of the consumer experience as well as strategies that have the potential to deal
with such issues. Along with this information about the current position of Woolworths with
respect to the consumer experience has been collected from the review of consumers in the
official website of the company as well as from the social media pages of Woolworths. All these
information was evaluated in order to find out the chief challenges faced by the organization and
the potential strategies implementation of which will help the organization to deal with the same.
Challenges and opportunities for achieving a customer experience
After analyzing and evaluating the information gathered from both the primary as well as
the secondary research, it has been found that the three chief issues that is hampering the
experience of the consumers in the outlets of Woolworths are deterioration in the quality of the
products offered to the consumers, higher price compared to its major competitors in the
Australian retail industry and lack of efficient consumer service (Yoshida, 2017). From the social
media reviews obtained, it has been found that that the organization, though was popular for the
high quality of the groceries it offered to the consumers, have failed to offer the consumers with
the same within the last 2 years. A good number of Consumers who are purchasing daily
groceries from the organization are often acing issues like rotten vegetables or artificially colored
fruits. This in turn is resulting in deterioration of the consumer experience.

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The nest issue includes high pricing of the products. Considering the fact that the retail
industry of Australia is highly saturated, high competition between the existing competitors
exists. Highly saturated market provides the consumers with the power of shifting their
preferences from one organization to other in case of slightest of dissatisfaction. In order to gain
competitive advantages, retail organizations of Australia are always inclined towards enhancing
the consumer experience by providing the consumers with lucrative offers and discounts
(Wreiner et al., 2012). In such scenario, the price range of Woolworths is kept a little high
compared to its competitors. This is resulting in attrition of the consumers and thus lowering of
the consumer base.
The third major challenge faced by the organization includes lack of efficient consumer
service. According to the theory of Consumer Experience management, consumers satisfaction is
directly proportional to efficient consumer service both during the purchasing procedure and
after purchasing services. A majority of the consumers were found to have faced difficulties in
finding out the products needed by them and have received little help from the consumer care
executives. Lack of effective training for dealing with the consumers is highly evident when it
comes to Woolworths.
While the above discussed are three of the major challenges faced by Woolworths that is
resulting in deterioration of consumer experience, a good number of factor are there that have the
potential to enhance the experience of the consumers and thus can be considered as opportunity
for Woolworths.
The first opportunity of the organization includes focusing on consumer experience.
The opportunity lies in creating a difference in the in-store experience. These can include self-

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checkout, personalized services, personalized loyalty schemes as well as artificial intelligence
based shopping assistants. This strategy will help the organization to differentiate and enhance
the consumer experience. The second opportunity that the organization can implement is to seek
growth with the help of strategic acquisitions as well as franchise models in emerging economics
(Schloss et al., 2009). The third opportunity includes, promoting the brands through advertising,
promotion as well as sponsorships. In order to enhance the awareness of its consumers with the
newly implemented strategies to enhance consumer experience, Woolworths can opt for this
strategy. This will help the organization to retain its consumer base to a good extent. Another
opportunity of the organization includes enhancing its online market. Being a nation with aging
population, it has been found that majority of the consumers who are above 54 prefers to order
online instead of physically visiting the store. Thus the company will be able to enhance its
online market by implementing strategies to enhance its online marketing.
Identify and differentiate 2 customer segments
Consumer segmentation can be defined as the practice of dividing the consumer base into
two groups of individuals that are similar in specific ways relevant to marketing lie age, gender,
interest or spending habits. Consumer segmentation can be segregated into geographic
segmentation, demographic segmentation, psychographic segmentation and behavioral
segmentation (Kalbach, 2016). On the basis of the survey and secondary research conducted,
the market has been segmented into two demographic parts, that is the millennial and the
generation X. Millennial are referred to the consumers who are between 22 to 37 years age
range. When it comes to the Gen X consumers there age range varies between 37 to 54 years.
Majority of the mentioned millennial are found to be professionals and thus they prefers
readymade food items that can be consumed on a go compared to cuisines that takes a