Marketing Strategy Of Wesfarmers Limited

MARKET STRATEGY OF WESFARMERS

A BRIEF HISTORY OF WESFARMERS
• Wesfarmers Limited is an Australian conglomerate
company.
• Formed in 1914 as a cooperative company by the
Farmer’s and Settler’s Association of Western Australia.
• It is headquartered in Perth, Western Australia (Anitsal,
Anitsal & Girard, 2013).

MISSION OF THE COMPANY
•Deliver satisfactory returns to the
shareholders
•Ensures that each of the divisions has a
strong management capability
(Wesfarmers.com.au, 2018)

PRODUCTS AND SERVICES
Coles
Home and Office Supplies
Departmental stores
• Kmart
• Target (Low & Retailing, 2016).
Industrials
• Chemicals
• Energy and fertilizers
• Resources
• Industrial and safety
• Industrial and safety (Filistrucchi, 2014)
Insurance

DEFINING MARKETING MIX
•Set of actions and certain tactics
• Used by a company to promote its brand or product in the market
• Referred to as the 4Ps
• Include Pricing, Product, Promotion and Place

THE 4Ps
• Price
• Product
• Promotion
• Place

MARKETING MIX OF WESFARMERS
• Low pricing of the products.
• The products include different items that are required in the daily life
of the individuals.
• Products mainly include fresh supplies of food and drinks home and
office supplies, departmental stores, chemicals for industrial purposes
and insurances.
• The products are promoted through advertising in the electronic and
print media.
• the products are normally sold from the centres and other retail shops.

STRATEGIES OF MARKETING MIX OF
WESFARMERS
PRICING STRATEGY
• Low Pricing Strategy is followed by the company.
PRODUCT STRATEGY
• High quality products.
• Healthy and nutritious food and drinks.
• The food and the drinks does not have any kind of colours.
• The foods are prepared directly from the plant products.

STRATEGIES OF MARKETING MIX OF
WESFARMERS
PROMOTIONAL STRATEGY
• Online advertisement of the products and services.
PLACE STRATEGY
• The products are available in their specific stores.
• Retailers and shopping malls also provide their products.
• Available online.
• The products are mainly available in the countries of Australia and New Zealand

MARKET POSITIONING
• In marketing and business, the term “market positioning” refers to the
approach of a customer towards a brand or a product in relation to the
other competing brands or products (Kwak & Kim, 2013).
• Process of establishing an identity or image of a brand so that the
customers are attracted to it.
• It is a strategic process that involves marketing of the brand or
product.

MARKET POSITION OF WESFARMERS

RECOMMENDATIONS
• The company should maintain its pricing.
• The company should maintain the quality of the products .
• The company can produce health care products for the adults.
• The company can make use of the online as well as the electronic
medias to make the people aware about their products.
• The company can sell their products out of Australia as the whole
world has become more health conscious.

CONCLUSION
• Wesfarmers is one of the most successful organizations in Australia.
• Deals with variety of products.
• Almost all the people of Australia are the target market for the
organization.
• It has a good position in the market.
• Provides high quality of products with reasonable price

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