Digital Marketing Audit of Woolworths: Target Market, Objectives, and Strategies

Running head:MANAGEMENT
MANAGEMENT
Name of the student
Name of the university
Author note

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Table of contents
Introduction......................................................................................................................................3
Core buyers personas targeted by Woolworths...............................................................................3
Evaluate the marketing objectives...................................................................................................4
Situational analysis and the identification of key opportunities......................................................5
Internal environment analysis..........................................................................................................5
VRIO................................................................................................................................................5
External environment.......................................................................................................................8
SWOT..............................................................................................................................................9
Digital media audit........................................................................................................................10
Rating of the strategies out of 5.....................................................................................................11
Conclusion.....................................................................................................................................12
Reference list.................................................................................................................................13

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Introduction
Digital marketing is being considered as the ability to reach the global market (Joshi,
2016). In the current business scenario, marketing audit has become compulsory in case of
understanding the strength as well as weaknesses of the company in the market (Chaffey& Ellis-
Chadwick, 2019). After identifying the performance weaknesses, the improvement areas are
being determined. With the simple inspection of all the outcomes, strategies and practices, the
digital marketing audit gives the proper idea of the market that is crucial for building the digital
marketing strategy (Järvinen, 2016). The purpose of this study is to shed light on the digital
marketing initiative adopted by Woolworths and its significant impact in case of developing the
strong customer relationship management. Highlighting the core buyer personas, the digital
marketing audit process has described the appropriateness of its selected target market.
Core buyers personas targeted by Woolworths
Buyer personas are being considered as the generalized reorientations of the ideal
customers. In order to internalize the sales, marketing and the services, the customers are being
attracted towards the company (Chaffey& Ellis-Chadwick, 2015). In case of creating the buyer
personas, including the semi fictional representation of the services and products the buyers’
personas are being developed. The values and beliefs of Woolworths have been developed by
focusing on delivering the best. Developing the strong interrelationship with the customers, it
aims to build its sustainable position in the market (Buchanan, 2016).Analyzing the target market
of the company, it has been identified that it aims to provide the standard quality of services to
the customers within affordable price

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Element Content
Who
Tessa is a married woman. Middle aged. She is having 3
members in her home. Sopping is her favourite pastime.
What To have the best and most cost effective choice.
Where Shopping and online news and social media surfing
Content Informative and descriptive with detailed elaboration.
Channels Facebook and twitter and news channels
Trust
touchpoints
Social media interactions and sample marketing
Pain touchpoints Time and high price
Customer,
consumer or influencer
Influencer because based on this, the product strategy will be
designed.
‘They say’
“ They say to get the entire household products under one roof
but with large variety”
‘We say’
“we say to come down to the store and experience the most
convenient form of shopping”