Assignment on Analysis about Marketing Management

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student:
Name of the University:
Author Note:

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EXECUTIVE SUMMARY
The primary focus of the given report is to undermine the concepts of marketing
management in the sector of the retail industry. The company hereby chosen for the
particular paper is identified as Woolworths, Hong Kong. In this connection, the report
analyses the critical meaning of the terms stated as customer value and value proposition.
Further, the report describes the customer values that are delivered by the supermarkets
established in the region of the United Kingdom. Concerning to this, the report examines that
the supermarket named as Sainsbury's situated in the region of the United Kingdom is one
of the largest retail chains of the UK and delivers the best of the customer value. Moreover,
in the concern of stating the customer value offered by the concerned company of the report
named as Woolworths, Hong Kong, the finding that the report received was that this
company keep its customer at their first priority and maintains a synergy that every unique
demand of the customer is fulfilled in the most effective way. It was also found that the
company uses the accelerated innovation process in the concern of producing their own
beverages. The company also works under the synergy of the E2E process, which simplifies
the organisational activities for the firm as well proves better and comfortable for the use of
the customers. On the basis of the investigation related to the customer segment, it was
undermined that the best available customer segment to the company of Woolworths, Hong
Kong is the familial customer segment. The report also concluded that the company provides
practical value to its customers through its online website by delivering timely and on door
services to the customers.

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Table of Contents
Introduction............................................................................................................................ 3
Customer Value......................................................................................................................3
Value Proposition................................................................................................................... 3
Supermarkets of UK – Delivering value to the customers.......................................................4
Woolworths, Hong Kong– Delivering value to the customers.................................................6
Customer Segment at Woolworths, Hong Kong.....................................................................8
Customer Value communicated by the help of Woolworth’s online website...........................8
Recommendations............................................................................................................... 10
Conclusion........................................................................................................................... 10
References........................................................................................................................... 11

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Introduction
The concerned report is based on the examination of the marketing concepts related
to the retail business industry. In this context, the report is focused on investigating the
marketing concepts of the retail supermarket named Woolworths. The primary purpose of
the given report is determined as the analysis of the customer value and the value
proposition that the concerned supermarket of Hong Kong offers to its potential consumers.
Henceforth, the report compares the customer value delivered by the supermarkets that are
situated in the region of the United Kingdom and that of the concerned organisation of Hong
Kong. Furthermore, the report is focused on presenting the illustration that is concerned with
the customer segment at the concerned supermarket of Hong Kong and the value the
mentioned customer segment seeks in the business market of the retail industry. The report
also shows the way the customer value of Woolworths, Hong Kong is communicated with
the help of the online website of the same. Finally, the report is focused on suggesting few
strategical recommendations that would help the retail chain industry of Woolworths improve
the synergy of its customer value and the value proposition the same offers to its customers
for the betterment of its future competitive advantage and profit earning objective.
Customer Value
As opined by Kotler et al., (2015), customer value is stated to be the promise that any
business entity offers to its customers in the concern of gaining a potential value in the eyes
of the customers by delivering the desired products and services to them. The ideology of
customer value is described as the business statement that describes the aspect of why a
customer should buy their desired goods and services from a specified organisation.
Customer value is determined as the statement that is clearly defined by any productive
business organisation in the concern of convincing the customers the product or service
purchased from the same will add more and better value to their purchase as compared to
another set of competitors (Baker, 2016). Studies show that the ideology of customer value
is essential to every business entity because the same helps the business entities to gain
the attention of the customers towards their offered products and services. This, in turn, not
only grows the sales of the company but also helps the same to achieve the synergy of profit
and revenue in a faster and significant manner.
Value Proposition
According to the viewpoint of Payne, Frow and Eggert (2017), the term stated as the
value proposition is recognised to be a promise that relates to the delivery of the real values
that are communicated as well as acknowledged by a business entity to its customer when
ensuring the factor of customer value to them. In the vice-versa scenario, when the

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customers are taken into scenario, the terminology of value proposition is stated to be the
belief of the customers that they built upon a particular company that the benefit and the
value that is promised by the same will be delivered, experienced as well as acquired by
them as guaranteed (Covin et al., 2015). The creation of the value proposition is stated to be
a part of the strategic plans and processes of a business entity. This is because the
development of the value proposition is done on the basis of the review and the analysis of
the benefits of the organisations, the operational costs as well as the value that any
productive business entity is capable of providing to its customers (Akesson et al., 2016).
Concerning to the evidences that are presented above in the report in concern with
the customer value and proposition the given report critically evaluates the benefits that are
delivered to the customers by the supermarkets of the United Kingdom and compares the
same with the values that are offered by the concerned organisation of Woolworths, Hong
Kong under discussion here in the paper. The same is explained below.
Supermarkets of UK – Delivering value to the customers
The retailing industry concerned with the country of the United Kingdom is
considered to be huge as well as the fastest growing industry (Tidd & Bessant, 2018). In this
context, the supermarkets established in the country of the United Kingdom is known to
dominate the fact and factors of other business industries. Studies show that the retail chain
industries in the region of the United Kingdom are known to focus effectively on the price
and the quality of the goods in order to ensure that they provide the best possible value
proposition to their customers. As stated by Kaunisto et al., (2017), the customers in the
concern of purchasing the daily grocery and food products are the most sensitive towards
the aspect of price and quality. They wish to buy the best quality goods at the least possible
cost.
In this connection, the given report takes into context the value proposition offered by
one of the largest supermarkets of the United Kingdom named as Sainsbury's (Mizdrak et
al., 2017). The manner this concerned supermarket of the United Kingdom is known to
provide value to its customers is specified below.
Benefits
The company focuses on providing several kinds of monetary benefits such as
discounts and membership and non-monetary benefits such as loyalty bonus to the
customers in the concern of letting them know that they are a valuable part of the
organisation. The company is precisely focused on fulfilling the unique demands made by
the customers (Hill & Alexander, 2017).

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Favourable Points of Differentiation
In the concern of emphasizing better on providing a value proposition to the
customers the supermarket is focused on undermining the key differences that lie between
the offerings that a firm makes to those of the competitors in the interface of the customers
(Saarijarvi et al., 2016). The retail chain industry of Sainsbury's situated in the United
Kingdom effectively takes into account the notion that states that the buyers have the power
of substitutes in their hand. Therefore, delivering value to the values of the customers is
recognised to be the primary duty of this supermarket located in the UK (Glanfield, Ackfeldt
& Melewar, 2018).
Resonating Focus
The firm is known to research the market regarding the synergy of highlighting the
differences that lie between their value offerings to the customers and the values that are
offered by the other supermarkets located in the international basis (Calvo-Porral, Faíña
Medín & Montes-Solla, 2016). This helps the Sainsbury's supermarket in the UK to
understand the competitive strategic plans implemented by the potential competitors and
therefore make necessary changes to the working transactions in their organisation. This, in
turn, helps the company to provide a much more practical value to be delivered to the
customers and retain themselves to shift towards other company. The company makes
these changes with the thought process that these differences are the ones that are the
most important ones that interest the mental state of the customers (Ahmad & Sherwani,
2015). This type of value proposition is a time taking process, since the same is connected
with the understanding of the customer needs in-depth analysis.

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Figure 1: Showing the boom in the sales of retail products in UK predicted till 2022
Woolworths, Hong Kong– Delivering value to the customers
Woolworths, Hong Kong is concerned to be a retail chain industry that is owned by
the Woolworths group and is headquartered in the region of Australia (Fels & Lees, 2018).
The concerned retail chain is known to operate on a global basis. In this connection, the
retail chain industry of Woolworths is known to not only run its business effectively in terms
of production and giving positive value to its employees, but the same is recorded to have
their primary goal as keeping their customers and clients significantly in the first place
(Lovelock & Patterson, 2015). The company is known to keep its customer at their first
priority not only in the region of Hong Kong but at every area the brand has expanded itself.
As opined by Bradley (2016), the customers are the real owners of any competent business
entity. In light of this, it can be stated that the retail chain industry of Woolworths has
predominantly achieved the synergy of providing a profound value to its customers (Ingene
& Brown, 2019). In the connection of achieving this scenario, the priorities that are set by the
company of Woolworths are recognised as below:
 The customers are their first placed stakeholders in terms of fulfilling their corporate
social responsibility (Von Briel, 2018).
 They profoundly study the culture of the society and focus on maintaining the same.
 The company is known to build a proper communication process with their customers
to build a healthy business relationship with them.

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 Woolworths is recorded to provide the best of the connected, customised as well as
convenient shopping experiences to its customers (Hossain, Standing & Chan,
2017). This ensures that the customers does not finds difficulties in finding their
desired products to be purchased from the large stores.
 The food customer propositions is differentiated in Woolworths from the other
products that are sold in the company.
 The beverage business of the company is known to work with the synergy of
accelerated innovation process (Greenland, 2019). This helps the company to have
their own customised beverages to be sold to the customers and achieve better
customer loyalty.
 The company is known to work under the system of E2E processes. To explain in a
brief synergy, the system is known to better for customers as well as simpler for
stores.
The customer value at Woolworths is recorded to initiate with the aspect that the
company is known to build a competent team of retail employees that listens to the needs of
the customers and give their best possible effort to fulfil those needs (Dixon, Hattersley &
Isaacs, 2016). The employees do not listen to the needs of the customers but also looks to
the feedback and complaints of the customers and try that the same gets resolved on time.
Concerning this, the report tends to state that with every growing day, the company ensures
that the effectiveness of its employees is improved and therefore, they can offer the best
shopping experiences to their potential customers.

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Figure 2: Showing the Customer Value Delivery Cycle of Woolworths, Hong Kong
Customer Segment at Woolworths, Hong Kong
One of the significant customer segment concerned to the company of Woolworths,
Hong Kong, is determined to be the familial segment of customers (Beech & MacIntosh,
2017). This is because the familial segment of customer proves to provide the best value to
the organisation on a vice-versa basis. The value the familial segment of customer seeks is
the best quality food and timely delivery of the products and services to them (Armstrong et
al., 2018). This segmentation of customer is known to demand organic food products at a
reasonable price.
Customer Value communicated by the help of Woolworth’s online website
The customers in the current date wish that they receive their desired goods and
services being delivered to them at their doorstep in a blink of an eye (Rogers, 2016). As
analysed with the help of the studies that the company of Woolworths have built a strong
team of employees that ensures that the best value is delivered to the customers connected
to their company. The company also focuses on providing the best value to its customers
with the help of their online website (Weill & Woerner, 2018). Thus, with the help of the
Rational Choice Theory, the report tends to explain the value proposition that is offered by
the company of Woolworths to its customers with the help of its online website.

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Rational Choice Theory
The above-mentioned theory is also recognised as the choice theory or the rational
action theory, which is recognised to be a framework that helps in the understanding of the
social as well as economic behaviour of a company that investigates the effectiveness of
value proposition it offers to its customers (Young, 2016). This is because the synergy of
Rational Choice Theory helps in the examination of the behaviour of the individuals or group
of individuals working in any productive business organisation regarding their effectiveness
of work while fulfilling the desires of the customers.
In this connection, the value proposition of Woolworths, Hong Kong-based on the
technical assumptions of the theory of the Rational Choice Theory is determined as the
fulfilment of the choice of the customers by the company in the concern of the daily grocery
and household products the company of Woolworths offer. Studies show that the company
of Woolworths is known to manufacture their furnished grocery products as per the different
choices of the customers and deliver the same to the doorsteps of the customers through
the online website (Fernie, Fernie & Moore, 2015). There is a wide range of products
available for the customers at Woolworths, Hong Kong. The final products of grocery are
furnished out of the organic raw materials, and the company focuses on go green synergy in
its manufacturing units. This ensures the customers that they are receiving healthy products
when purchasing the same from the concerned retail chain industry. Other products that are
sold online by the company are verified and checked with its originality in the concern that
the customers are not cheated upon or even affected by the adversities of the same. In light
of this, it can be stated that Woolworths have efficiently achieved the synergy of the theory
that relates to the rational choice as the company effectively keeps its priority in fulfilling the
demands of the customers with their best possible efforts even in the online sector (Pickles,
Barrientos & Knorringa, 2016).
Moreover, it was also examined with the help of the studies that in the focus of
providing a value proposition to the customers, the company frequently works with
implementing new purposes and innovated technological advancements in the concern of
getting their core values activated in the eyes of the customers (Vyse, 2018). The customers
do not have to move to the store and purchase the products physically. The online website
provides the best service to the customers. Studies also show that the concerned retail chain
industry of Woolworths has been ranked in the first place in the concern of providing a value
proposition to its customers in the survey published in the Food Retail Advantage. In addition
to this, the service provided by the company is also recognised to be extensive in nature.
The company has significantly improved its system of Digital UX, Home Delivery as well as

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pick up with regards to providing the customers with the best possible service and, in turn,
achieve the best of the customer loyalty and a brand image (Westland, 2016).
Recommendations
Based on the above pieces of evidence, it can be exclaimed that the retail chain
industry of Woolworths, Hong Kong is productive enough in the aspect of providing the value
to its connected customers. However, there always lies a light of opportunity for every
business entity to improve its plans and processes that would help the same to achieve the
best level of the paradigm of brand image and competitive advantage as compared to its
competitors (Grover et al., 2018). Thus, the given report tends to suggest a few effective
recommendations to the company of Woolworths, Hong Kong, in the concern of providing
better customer value to its customers.
 Providing the loyal customers with more offers and discounts as compared to random
customers.
 Providing in-house assistance to every customer visiting the store (Kumar, 2018).
 Creating a win-win price strategy as compared to the competitors.
 Investing more on the valuable customers (Zorfas & Leemon, 2016).
Conclusion
Hence, to bring to an effective conclusion, it can be stated that the factors that are
related to customer value and value proposition are non-negligible for any business entity.
This is because if the customer does not feel interested in the purchase of the products and
services offered by a company, they will shift to another. The power of choice lies in the
hands of the customers. Therefore, the prior focus of every business entity should be kept
on providing the best possible value to their customers in the concern of retaining them to
one particular firm.

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