Digital Marketing Assessment for Woolworth Supermarkets

This paper provides a digital marketing analysis of Woolworth Supermarkets, including their market base, reach, and new target base. It also discusses their digital marketing strategies and SWOT analysis.

Running head: MARKETING ASSIGNMENT
DIGITAL MARKETING ASSESSMENT
Name of the student
Name of the university
Author note

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Executive summary
Marketing and advertisement is one of the critical and crucial factors that helps the organizations
to understand their market base, their reach to their consumer base and their ability to attract new
target base. Woolworth supermarkets is one of the leading retail organization of Australia. It was
founded in the year 1924 and after its inception, it has opened in more than 1000 locations in
Australia and around the world. In this aspect, the digital market analysis of the organization
Woolworth has been conducted so that with application of these aspects, the company and its
market base could be understood. The Woolworths gained more than 2.04 million hits in the in
web portals and the average time of ad viewing among the users are 4 minutes. Only 39.78%
people who have seen their advertisements has skipped their advertisements. The Social blade
analysis shows that the YouTube subscriber for the organization is increasing extensively. The
organization has also developed and implemented new marketing and advertisement strategy.
Woolworth is among one of the best organization to efficiently use its online presence and its
social media channels, to communicate to its consumers and fan base. The analysis of the digital
market base and the SWOT analysis of this strategy have been provided in this paper. High
quality, reliability and presence of more than a decade in the retail market has increased the loyal
consumer base for the organization. Improper management and implementation of digital
marketing strategies is limiting the ability of the organization to attract new and developed
consumer base. The organization is focusing upon its advertisement, promotions and growth in
places so that it could grow its business within and outside the country Singapore. The target
market of this organization, for the nest five year is going to the middle and low income people
to provide high quality product.

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Table of Contents
Introduction..........................................................................................................................3
Woolworth’s digital marketing analysis..............................................................................3
Situational analysis..............................................................................................................6
Market summary..................................................................................................................7
SWOT analysis................................................................................................................7
Marketing strategy.............................................................................................................10
Conclusion.........................................................................................................................11
References..........................................................................................................................13

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Introduction
Woolworth supermarkets which is colloquially known as the Woolies is one of the
leading retail organisation of Australia, developed in the year 1924 and after its inception, it has
spread in more than 1000 locations in Australia and around the world (Woolworth supermarkets
2019). Woolworth supermarkets has its headquarters in New South Wales Australia and as per
the latest report published about the organisation in 2018, it was mentioned that the organisation
is the third best organisation to use its social media platform, with several digital marketing
aspects. This report also mentioned that the organisation is presently having more than 20 social
media channels throughout 12 countries and through that it connects to its more than 2.2 million
consumer base around Singapore and around the world (Woolworth supermarkets 2019). Hence,
with these digital media aspects, the organisation is said to have more than 350,000 interactions
around the world.
Woolworth’s digital marketing analysis
With the development of newer marketing strategies and aspects, majority of the
organisations are using online marketing strategies so that they can find their consumers who can
be made a loyal consumer base for their organisation. In such condition, the organisation, the
Woolworth used social media and digital media for increasing their digital media presence; so
that consumers that are waiting for the newer and improved products of the organization could
be assured that they would be able to avail their products in their nearby supermarkets
(Chimhundu, McNeill and Hamlin 2015). As per Sornette (2015), digital media aspects are one
of the critical aspects using which organisations can achieve their target and proven to be much
more effective strategies than print or mass media as it helps to analyze the number of people

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that are watching the advertisements. Hence, with proper increase in the digital media aspects, it
helps the organisation to develop internet marketing technology, so that with usage of the social
media aspects, they can develop digital marketing campaign to increase their potential of the
customers (Tiago and Veríssimo 2015). As mentioned in the similarweb marketing analysis
website, the Woolworths gained more than 2.04 million hits in the in web portals and the average
time of ad viewing among the users are 4 minutes. Further, it was also seen that only 39.78%
people who have seen their advertisements has skipped their advertisements (The Similar Web
2019). This indicate towards successful digital marketing campaigns developed and implemented
by the Woolworths organisation developed for the growth and improvement of the organisation
(The Similar Web 2019).
Graphical analysis of the total visits collected by the Woolworth organisation mentioned in
similarweb website

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Besides this, the following graphical description mentions the Seoptimer results collected from
the website analysis of the Woolworth digital analysis.
The Seoptimer analysis and graphical analysis
The analysis determined that despite the increased usability in the social and security
related aspects as well as increased view time I the mobile and user interface, the majority of the
sections of the digital marketing aspect of the Woolworths organisation faces tremendous
concerns due to which, they suffer from improper connection with their consumers. Hence, in
such condition, proper advancement and improvement of their digital marketing strategies are
required (SEOptimer 2019).
Further, it was also seen through the Socialblade analysis that the YouTube subscriber for
the organisation is increasing extensively as it could be observed from the below-mentioned
graph. Further, it was also seen through the detailed analysis of the views if the videos uploaded
by the organisation is continuously decreasing (SocialBlade 2019).

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Social blade graphical analysis of You Tube views and subscriber analysis
As per the article published in Sydney Morning Herald (2015), to boost their online and
digital marketing abilities, the organisation has developed and implemented new marketing and
advertisement strategy due to which, people could be provided with effective means so that
besides their pricing and offer related aspects, the organisation could understand the type of
products their consumers wants them to develop.
Competitor analysis
The market analysis of the Woolworths has indicated to the fact that the primary
competitors of the organisation are Coles supermarket and Marks & Spencer in Singapore as
well as around the world. These two organisation are also retailers with a huge loyal consumer
base and they also spend a huge amount of their resources in the digital marketing aspects so that
people could be provided with their attractive advertisements and they can increase their
consumer base (SocialBlade 2019). Despite the fact that Woolworth still is one of the leading
retailer organisation that has effective and successful digital marketing abilities and is reaching
millions of consumers through their digital marketing approaches, Coles supermarket and Marks

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& Spencer organisations are providing effective competition to the organisation and it is visible
through the analysis of their social media hits and digital marketing duration over You Tube
(SocialBlade 2019). As mentioned in the social blade analysis, of the Mark & Spencer, it was
shown that the rank of the organisation over this website is 140,498 and in recent years the
organisation has faced 10.7% hike in their subscriber list, compared to the Woolworth that has
achieved 15% hike in their subscription in the span of last 30 days from the date of analysis.
Similarly the Coles supermarket organisation has gained 11.4% subscribers in the last 30 days
that has increased the number of people attached to their consumer base and using their products
loyally (SocialBlade 2019). Further, as mentioned in the analysis conducted through the social
blade, it was extensively mentioned that 27.6% increase in the view of the organisation and its
digital marketing campaigns has been observed in last 30 days that indicated towards
development in a string and loyal consumer base. Hence, upon comparing two of the prominent
competitors of Woolworths, it could be said that the organisation should be focusing upon its
limitations of digital marketing and then implement the aspects so that they can overcome their
weaknesses and develop a holistic and strong digital marketing campaign for the organisation
(SocialBlade 2019).
Situational analysis
While analyzing the Woolworth’s digital marketing aspect, it should be mentioned that
not much organisation in the world are running without any of the marketing aspects and in such
condition, they utilize the communication and informational technology. As per Woolworth
supermarkets (2019), while developing the organizational agenda marketing strategies are one of
the critical and crucial aspects that should be used for the analysis (Woolworth supermarkets
2019). Further, if any organisation is able to grow despite using the marketing and promotional

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strategies, it does not mean that the organisation is producing products that are useful, but it
means that people are using the products because of the lack of branded and famous products.
Hence, application of digital marketing abilities should be conducted so that organisations can
achieve their target with effective market strategy. Woolworth was proven as one of the best
organisation to effectively use its online presence and its social media channels, to communicate
to its consumers and fan base. Further, as per the Wlömert and Eggers (2016), the digital
marketing pop ups that appeared upon the screens of the consumers were not annoying and 65%
of the consumers were able to see the ads completely and did not skip that for their smooth
surfing abilities. Further, it was also seen that more than 50% of the people who watched that
digital marketing advertisements, visited the online website of the organization and their mobile
application. Hence, as per the social media and digital marketing aspects, the Woolworth
developed abilities so that consumer and organizational connection could be developed (Tiago
and Veríssimo 2015).
Market summary
SWOT analysis
As per Story et al. (2014), SWOT analysis is the aspect that helps to understand the primary
aspects so that organisations, with its proper implementation, could understand the international
and external aspects which would help the organisation to determine the aspects which is going
in their favor and which are not helping them to achieve the expected outcome. As the digital
marketing audit is being conducted for the organisation, Woolworth, its SWOT analysis for the
entire organization and its digital marketing campaigns should be conducted so that a clear
picture of the successful digital marketing campaign run by the retail organization could be

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achieved (Yüksel and Dagdeviren 2016). The following the complete SWOT analysis of the
Woolworth conducted:
Strengths:
1. The first aspect that should be mentioned in the strength of Woolworth is its market
image and its high demand of products due to which majority of the consumers did not
even need their digital presence and marketing abilities.
2. High quality, reliability and presence of more than a decade in the retail market has
increased the loyal consumer base for the organisation and hence, in such case the
organisation, with its minimal digital presence can attract millions of new consumers.
3. Due to the presence of large and developed social media base, and presence of more than
350,000 viewers in average has increased the confidence of the organisation to use more
digital marketing abilities for its marketing and analysis. This could enhance the
organizations consumer base and hence, eventually the presence of this should be
discussed effectively as the strength of the organisation as it provide an open and direct
way to connect to the consumers (Wlömert and Eggers 2016).
Weaknesses:
1. Due to high price and frequent changes in the pricing of the products, a section of
consumer could detach from its organizational development. Hence, increase in the cost
of the products could be one of the critical aspects that is faced by the organisation in
recent years.

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2. Improper management and implementation of digital marketing strategies are not
affecting the loyal consumer base, but is surely limiting the ability of the organisation to
attract new and developed consumer base.
3. The primary weakness however is the lack of confidence of the organisation in
developing and sharing new products and using them for its digital marketing abilities
and hence, it was seen that due to the presence of old products in their digital marketing,
majority of the new consumers are skipping or not viewing their advertisements in the
internet digitally (Swoboda, Elsner and Olejnik 2015).
Opportunities:
1. Woolworth is the oldest organisation in the retail sector in Singapore and hence, it has
one of the best opportunity to utilize its experience and product quality to attract more
and more consumers that would be easily impressed from its string history if they use this
aspect in their digital marketing campaigns.
2. They should focus on lowering their additional costs such as shipping cost as well as
reducing the cost of transportation so that it could help to expand the business related
activities of the company in other countries as well as in Singapore.
3. The organisation should more invest in its digital marketing abilities so that much more
people could be connected to its consumer base and then they could understand the need
and requirement of the new generation of consumers that have just added to their fan base
(Sekiguchi, Froese and Iguchi 2016).
Threats:

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1. As there are many more small and moderate retail organisations that have increased their
digital presence and are spreading their products through online shopping apps, they are
more close to the group of consumers that could easily be convinced and implemented
and hence, in this condition, it is the primary concern of the company that it should focus
upon.
2. Further, the organisation is not been able to understand the importance of its digital
presence and still is focusing upon mass media and print media, with social media to
increase its consumer base. Absence of this organisation in the digital media could affect
it by decreasing its number of customers. Therefore, prior to implement the strategy for
the growth and digitization of the products the organization should focus on its active
digital media presence so that consumers could understand the effectiveness of its in the
digital media which could threaten the growth of the organisation (Saurwein, Just and
Latzer 2015).
Marketing strategy
As per the organizational website, the organisation is focusing upon its advertisement,
promotions and growth in places so that it could grow its business within and outside the country
Singapore. The target market of this organisation, for the nest five year is going to the middle
and low income people that are looking for good brand in minimal price so that they can use high
quality products (Chimhundu, McNeill and Hamlin 2015). As per Sornette (2017), such market
base is never loyal to any product as if any organisation claims to provide effective products in a
low price, they tend to buy their products. Hence, to make this consumer base loyal to any
product, as per Arah et al. (2015), it is important to provide them high quality products in lower
price so that, with time, they tend to become habituated to this organisations quality products and

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then price increase could not affect their association with the product. Hence, as per Story et al.
(2014), this is the target market for Woolworth for the next five years so that effective consumer
base could be added to the organisation. Further, as per Pickles, Barrientos and Knorringa
(2016), more than 80% of the Singapore population uses internet and mobile phones and hence,
the organisation would develop effective and modern digital marketing strategies so that the 80%
of the population could be targeted for their analysis and hence, it should be mentioned that they
are able to conduct effective processes in their organisation (Chimhundu, McNeill and Hamlin
2015).
Conclusion
In conclusion, it could be said that twenty first century is all about promotions,
advertisements and visibility. Visibility in television, radio, internet and social media, provides
organizations with consumer connection rapidly and if any organization is keeping itself away
from these advertisements, then they would eventually loss their loyal and transferable consumer
base. Hence, to be visible in the eyes of consumers, it is important for the organizations to be
able to implement strategies so that they can develop aspects to stay in touch with the
organisations. These are the social media, digital media, mass media, print media aspects that
help the organisations to stay in touch with their consumers every time and everywhere. This
paper discusses about one such organisation, which is 90 years old and has a strong consumer’s
base since its inception- Woolworth supermarkets Singapore. In this paper, the discussion of
Woolworth and its string consumer base was analyzed due to its presence in the digital market
place and all the aspects related to its digital market were analyzed in this paper. The following
sections would include the recommendations for the

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Specific The specific recommendation for the developed
and improved organisation would be spending a
specific budget of the organisation for the digital
marketing purpose so that within 6 months an
improved statistic could be observed.
Measurable Calculating the hits on the digital marketing
advertisements and webpages would be used in the
care process so that measurement of the
improvement could be observed.
Achievable The organisation should develop a specific target
such as 6 million views in 3 months from digital
marketing so that all the important aspects
achievable digital marketing aspects could be
obtained.
Realistic As the organisation has received more than 4
million views in last 3 months, it is possible for the
organisation to achievable 6 million hits and views
in digital marketing aspect with improved abilities.
Time The time limit selected for this aspect would be
three months so that the lacks and benefits of the
digital marketing abilities could be understood.

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