Marketing Management | AQF Level 8

Marketing Management
AQF Level 8
[Student name]
[Student number]
[Marketing and management of Woolworths, Australia]
Word count: [2500]

Executive Summary
Marketing and management are complementary to each other. Managing the marketing
activities is assistance for the brands to detect the specific needs, demands and requirements
of the customers. Herein lays the effectiveness of the theories and models like BCG matrix,
which is a means for measuring the relative market share of the brand as compared to the
strategies adopted by the competitors. SWOT analysis, 5C analysis, decision-making analysis
forms a crucial element in the report for assessing the internal and external environment of
Woolworths. Promotional advertisements is a means for placing orange mango drink in the
competitive ambience of the threshold of Australia. High market share helps in maintaining
the tag of market leader, reflecting the consistency in the higher competitive edge over the
contemporaries like Aldi, IGA, Coles. Targetting children, athletes and office goers would
expand the sources of income for Woolworths. Revision of continuous improvement
strategies are needed for enhancing the standards and quality of the Orange Mango Drink.

Table of Contents
1. Introduction.........................................................................................................................4
2. Market Analysis..................................................................................................................5
3. Market Segmentation..........................................................................................................8
4. Target Market Recommendation......................................................................................10
5. Conclusion........................................................................................................................11
References................................................................................................................................12
Appendices...............................................................................................................................14
Appendix 1...........................................................................................................................14
Appendix 2...........................................................................................................................14

1. Introduction
This section of the report introduces the concept of marketing and management to the
readers. Management is an important aspect in business, which helps the marketers to lure the
buyers and achieve their satisfaction, trust and dependence. Tools and techniques like
marketing mix, brand positioning are assistance in terms of expanding the triple bottom line
approach (Iacobucci 2017). The other aspects of the report sheds light on market analysis,
market segmentation and target market of Woolworths in the threshold of Australia. Further
narrowing down the search, the report would focus on the marketing of the product, Orange
mango drink.
Corporate level strategies are beneficial in terms of enhancing the labour productivity
through the means of strategic management. The main focus of this section is on
Woolworths, which is an Australian chain of supermarkets. The company owns a share with
Coles, accounting for 80% shares of Australian market. Promotional strategy is used by
Woolworths, where advertising is the main form of marketing the products and services like
that of orange mango drink (Woolworths.com.au 2019). Loyalty Schemes are introduced for
luring new customers and retaining the prospective customers. These aspects are important
elements of the continuous improvement strategies, driving the business towards upgradation.
Marketing mix strategy is also used by Woolworths for attaching better placement for
the products like Orange mango drink. Choice in the flavours is an effective means for
influencing the purchasing power and decision of the customers. Customer analysis is
conducted through the means of context analysis, where internal and external environmental
analysis forms an integral part of the marketing strategy. Tests are conducted for measuring
the quality of the drinks. Steenburgh and Avery (2010) is of the view that diversified nature
of marketing expands the triple bottom line approach. The focus is on the customers