Assignment on Analysis about Marketing Management

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

MARKETING MANAGEMENT1
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.

MARKETING MANAGEMENT2
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

MARKETING MANAGEMENT3
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