Marketing Management: David Jones Limited

Running Head: MARKETING MANAGEMENT 1
Marketing Management: David Jones
Limited

MARKETING MANAGEMENT
Introduction
Marketing management is the process to develop effective strategies and tactics for new products
and services, promotion, advertising and sales to approach the desired and targeted customers.
This process emphasizes on the physical and psychological factors of marketing. Under this
process, the concerned managers are responsible for affecting the timing, level and creation of
customer demand. Each and every organization develops effective marketing strategies to attain
its predetermined marketing objectives (Kotler, 2015). This process assists companies to enhance
its operations and brand image among targeted customers.
Basically, the below report is focused on evaluating different marketing aspects in relation to
chosen firm i.e. David Jones Limited. David Jones is operating its business as a leading
departmental store, based in Australia. This report aims to include the marketing process of
David Jones Limited. It evaluates the external and internal business environment of the
organization by conducting 5Cs framework analysis. Generally, the companies use this particular
framework to assess the environments from marketing viewpoint where it operates its business.
Moreover, it defines different techniques to collect the information for the components of 5Cs.
These techniques are such as marketing research and marketing intelligence. At the end,
effective marketing tactics and strategies are recommended to David Jones Organization so that
it can enhance its reputation among targeted population.
Issue 1: Company and Industry Analysis
David Jones Pty Limited is an upmarket departmental store in Australia that is owned since the
year 2014 by South African retail firm Woolworths Holdings Limited. Firstly, the organization
was established in the year 1838 by David Jones. It is one of the oldest continuously operating
retail stores worldwide and it is still operating business under its original name. Currently, David
Jones has more than 45 stores which are located in most of the Australian states and its territories
(David Jones, 2018). The organization operates its business in Australian retail industry that is
experiencing a significant growth and revenues.

MARKETING MANAGEMENT
Figure 1: Sales Growth
(Source: David Jones, 2018)
The mission statement of David Jones Limited is “to sell the most exclusive and best products to
customers”. Through this mission statement, the company aims to fulfill the routine life needs of
customers. It offers exceptional quality in each and every product that it sells to its customers.
Moreover, the vision statement of the company is “to become one of the most responsible
retailers in the world”. This shows the commitment of organization towards its customers,
employees and environment. The company communicates its brand message to its customers by
using effective and attractive slogans like “There is no other store as David Jones” and “Lead an
Extraordinary Life”. In its operations, the firm uses two types of orientations i.e. product
orientation and marketing orientation. It is a retail firm that aimed to provide a special experience
to each and every customer in its store through its products. Moreover, David Jones focuses on
enhancing its marketing mix strategies so that it can attain its marketing objectives (David Jones,
2018). It offers a wide range of products such as home appliances, toys, electronics, stationary,
travel goods, beauty products, menswear, shoes and other items. The brand portfolio of David
Jones includes lighting, accessories, window treatments and interior related furniture. Branding
is an important component of company’s marketing strategy because its aids the business entity
to increase the number of customers and improve trust and loyalty towards its products.

MARKETING MANAGEMENT
Issue 2: 5 C’s of David Jones Limited
5Cs framework is a model of strategic management that is used to analyze the entire
environment of the organization considering the five areas which are required to make marketing
decisions for the company (Hakala, 2015). It analyzes both internal and external environment
factors of organization by evaluating 5Cs i.e. Company, Competitors, Collaborators, Customers
and Context. 5Cs framework for David Jones is given below:
Company
Strengths
 David Jones Limited has strong presence in domestic market of Australia in electricity,
fashion and food products.
 The company offers a variety of products like home appliances, toys, electronics,
stationary, travel goods, beauty products etc.
 Its stores are situated in low risk and high value factors.
 The company offers products with excellent quality on affordable rates.
Key Resources
Operating its business in Australian retail industry, David Jones Limited owns various tangible
and intangible resources that support it to deliver products and services effectively. The key
resources of the organization are like its retail outlets, online website, organizational structure
and culture, leadership styles, human resources, enhanced quality of products, relationship with
suppliers and customers. The resources of this firm help it to gain sustainable competitive edge
and increased revenues against its competitors.
Weaknesses
 David Jones Limited has a limited presence in international markets.
 As there is availability of various options so brand switching is very high and brand
loyalty is low.
 The company has made low investment on promotional and advertising processes
(Weinstein & Pohlman, 2015).
Opportunities
 The company has the opportunity to enter in the pharmaceutical industry.
 David Jones can develop its operations in global markets.