Develop and apply knowledge of marketing communication industry

Running head: DEVELOP AND APPLY KNOWLEDGE OF MARKETING
COMMUNICATION INDUSTRY
Develop and apply knowledge of marketing communication industry
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DEVELOP AND APPLY KNOWLEDGE OF MARKETING COMMUNICATION
INDUSTRY
Table of Contents
Task 1...............................................................................................................................................3
Industry overview........................................................................................................................3
Information regarding the focus of Woolworths..........................................................................8
Planning career path.....................................................................................................................9
References......................................................................................................................................10

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DEVELOP AND APPLY KNOWLEDGE OF MARKETING COMMUNICATION
INDUSTRY
Task 1
Industry overview
Marketing definition and the key principles underlying marketing activities and strategies
The marketing within the retail industry means the various activities managed to promote
and sell the products and services and conduct market researches too along with advertising,
which can influence the purchasing behaviors of the clients. The marketing activities are aimed
at keeping the customers satisfied and making them informed about the products that they will
buy from Woolworths. The marketing mix helps in analyzing the brand covering the major areas
including the product, price, place and promotions. An effective marketing strategy involves
pricing, advertising and distribution of products for influencing the consumers’ buying behaviors
(woolworths.com.au, 2018).
The 4Ps marketing mix strategy
Product
The products of Woolworths are grocery items, fruits, vegetables, fish, meat, drinks and
health and beauty products. There are other stationary products as well delivered by the company
and there are wide range of options available related to local produced items and international
cuisine too. The products are tested and approved by Woolworths to meet the quality standards,
which has kept the customers satisfied (Rawal, 2013).
Price

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DEVELOP AND APPLY KNOWLEDGE OF MARKETING COMMUNICATION
INDUSTRY
The prices are competitive in the market, which can help in serving different market
segments comprising of customers who prefer low prices and premium prices. Vouchers are
provided during every purchase, which allows for getting discounts on the next purchases made.
Place
Woolworths has offline and online presence, which has created ease for the customers to
purchase products. There are many stores and the online website have eased the accessibility and
availability of products for the customers (Sozinova & Fokina, 2015).
Promotion
The marketing communications industry can allow Woolworths to focus on promoting
the products through online media and by advertising those on televisions, newspapers,
magazines and websites. Promotional offers provided on purchases have increased customer
loyalty towards the company and enhanced the visibility and brand awareness too (Royle &
Laing, 2014).
The broad structure of the industry, including competitive forces and key players
The retail industry in Australia is huge and it accounts for more than 4.1 percent of GDP
and nearly 11 percent of employment. The introduction of innovative retailers have created
convenience in overcoming the productivity gaps and even facilitated the online retailing
services, which created more customers and ensured better wealth generation. The retail industry
has a huge market share, which contributes to the growth in economy of the country.