Marketing Fundamentals: A Case Study of Woolworths Group (Australia)

Marketing
Fundamentals
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Contents
Introduction......................................................................................................................................3
Company Background.....................................................................................................................4
Situation Analysis – Evolution of the Marketing Concept..........................................................5
Target Market, Positioning and Branding Analysis.....................................................................9
Marketing Mix...........................................................................................................................11
Conclusion.....................................................................................................................................13
References......................................................................................................................................14
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Introduction
This assignment includes the updated corporate marketing strategies for the Woolworths Group
(Australia) which serves as a retailing industry in Australia. The purpose of this marketing
report is to analyse the key components of the marketing research and the role played by the
marketing strategies while implementing them. The brief overview of this marketing report is
explained as it includes the situation analysis which comprises of the competitor and consumer
analysis for the organization. The PESTLE and SWOT analysis of the organization has been
provided which will help in identifying the factors influencing the change in the marketing
environment in the competitive market. Also, the later section of the report provides a marketing
mix report for the organization which includes the 4P strategy for the organization. Finally, the
effectiveness of the marketing plans is evaluated and explained in order to better understanding
of the marketing fundamentals.
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Company Background
The Woolworths Group (Australia) is a retailing company that operates its business throughout
Australia and New Zealand. It is the second largest retailing company in Australia and New
Zealand. The Woolworths Group has about 70 shopping centres across the country and is listed
as a separate entity on the ASX.
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