Digital Marketing Communication for Woolworths Limited

Running head: MARKETING AND MANAGEMENT
Marketing and Management

MARKETING AND MANAGEMENT 2
Executive summary
The main purpose of conducting this research is to develop digital marketing communication to
accomplish the competitive advantages in the context of Woolworths limited. Moreover, this
report evaluated the competitive assessment that is implemented for identifying the competitive
position related to Woolworths. Porter five force models are executed to identify the real rivalry
condition related to the retail field. Furthermore, SWOT evaluation is applied to assess the
internal and external condition with respect to Woolworths.
The company will target urban people for selling the goods and services. In addition, there are
certain approaches for endorsing the campaign regarding social media like paid media, owned
media design, placement and earned media. It would be effective for achieving competitive
benefits. It is evaluated that some tools of digital marketing communication could be
implemented via Woolworths limited like e-mail marketing; content marketing, social media
management as well as, search engine marketing. It is demonstrated that monitoring and a
controlling tool is executed for effectively deal within a company.

MARKETING AND MANAGEMENT 3
Table of Contents
Executive summary.........................................................................................................................2
Introduction......................................................................................................................................4
Company introduction.....................................................................................................................4
Competitive analysis........................................................................................................................4
SWOT analysis................................................................................................................................6
Identification of Target market (s) and relevant Branding and positioning strategies....................7
The strategy of a social media campaign.........................................................................................7
Digital marketing communication objectives..................................................................................9
Digital marketing communication Mix plan....................................................................................9
Monitoring and control..................................................................................................................11
Conclusion.....................................................................................................................................11
Appendices....................................................................................................................................13
References......................................................................................................................................13

MARKETING AND MANAGEMENT 4
Introduction
This report evaluates the brief assessment of Woolworths. It also assesses the competitive
condition and SWOT assessment. It assesses the objectives of digital marketing. It also identifies
the branding, targeting with positioning strategies. It also assesses strategies regarding DMC
related to Woolworths. In the last, it evaluates the controlling and monitoring strategies for the
company.
Company introduction
Woolworths is the biggest supermarket chain in Australia. It also deals in approximate 995 stores
across Australia. It also recruited 115,000 team members within the distribution centres, stores
and facilitating offices to deliver the value, range, convenience, distribution centres with better
services. Along with this, Woolworth pride itself to work nearly to growers and farmers of
Australia in order to make sure a high-quality product that is existed to customers. In addition, it
sources 96% of all fresh fruits with vegetables and 100% of fresh meat via Australian farmers
and growers. It also facilitates fresh food to the customers of Australia (Woolworths, 2019).
Competitive analysis
Threats of New Entrants
In the context of the Australian retail industry, threats related to new entrants are high. Since new
entrants develop the innovation and implement the new technique to deal in an organization.
Therefore, it could create complexities for Woolworths. In addition, new entrants can use lower-
cost strategy and providing a new value proposition and reduces the expenses to persuade the
bulk of consumers. There is a requirement that Woolworths reduces obstacles and creating
strategies to protect the edge of rivalry (Haag, Sallnäs, & Sandberg, 2019).
Bargaining Power of Suppliers