Marketing Management

The report has helped in analysing the marketing plan of Foodworks Supermarket that is based in Australia. Proper internal and external analysis has been done in order to analyse the issues such as analysing the strengths and weaknesses along with external issues such as threats and opportunities as well.

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

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Executive Summary
The report has helped in analysing the marketing plan of Foodworks Supermarket that is
based in Australia. Proper internal and external analysis has been done in order to analyse the
issues such as analysing the strengths and weaknesses along with external issues such as
threats and opportunities as well. Furthermore, the marketing mix has been conducted along
with STP analysis of the respective organization to gain more competitive advantage in the
market as well. Lastly, the operational plan has been done in order to understand the time
frame to complete the tasks effectively.

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Table of Contents
Introduction................................................................................................................................3
Background of the Case.............................................................................................................3
Overview of Foodworks Supermarket...................................................................................3
Products and Services............................................................................................................3
Situation Analysis..................................................................................................................4
Identification of current market and major segments........................................................4
Financial Analysis of Foodworks Supermarket.................................................................5
Internal Marketing Analysis of Foodworks Supermarket..........................................................6
Marketing Goals and Objectives................................................................................................8
Marketing Strategy...................................................................................................................10
Segmentation, Targeting and Positioning................................................................................12
Implementation of Marketing Plan..........................................................................................13
Evaluation and Controls...........................................................................................................13
Operation Plan......................................................................................................................13
Conclusion................................................................................................................................14
References................................................................................................................................15

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Introduction
The report throws light on analysis of the marketing plan of Foodworks Supermarket
that is based in Australia. Proper internal and external environment analysis is required to be
identified as to analyse the goals and objectives of the company in an appropriate manner.
Proper marketing plan is required to be identified and analysed to identify the marketing
goals along with the various objectives. The main aim and purpose of the report is to
understand the marketing strategy effectively along with outlining the controls that will be
utilized to monitor the progress and allow for the future review for the implementation
effectively.
Background of the Case
Overview of Foodworks Supermarket
Foodworks is one of the Australian supermarkets that was founded in the year 2004
and it is categorized under the retail sector (Foodworks.com.au, 2018). The respective store
operates in Western Australia and there are more than 223,000 employees who are employed
in the organization as well. The Foodworks supermarket is headquartered in Glen Iris,
Victoria, Australia.
Products and Services
Foodworks is one such supermarket that deals and offers various kind of products and
services to the customers in the market. The main mission and vision of the supermarket is to
listen to the different needs of the customers in the market and satisfy the different
requirements of the customers as well in an effective manner.
There is collection of healthy foods along with different nutritious food for their
customers as well who are their target customers in the entire competitive market. The retail
products of Foodworks include fresh food, home and beverage items along with electronic

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products (Adams, Gabler and Landers 2017). The respective supermarket can gain more
competitive advantage in the future by offering their customers with more products from
different domains along with offering them different offers and discounts as well.
Situation Analysis
Identification of current market and major segments
The major segments of Foodworks Supermarket include the different kind of
offerings that is required to be provided to the different customers (McDONALD 2016). The
current market and major segments of the company are the ones who takes care of the entire
household activities or the ones who are office goers and they can get all the daily required
products under one roof.
The main objectives of Foodworks Supermarket are as follows:
To build customer and store led team and culture
To generate sustainable sales momentum
To become the lean retailer through providing end to end process along with
excellence in the system
To evolve into the drinks business as this will assist them in gaining more customers
in the market
These are the different objectives of the respective supermarket and this can help the
respective supermarket in gaining more competitive advantage in the entire competitive
market. The main focus of the company is to analyse the both external and internal
environment in order to understand the different kinds of competition from other such
companies in the market (Hsu 2016). The strategy that can be adopted by Foodworks is to:
To develop one team
To reduce the costs and improve the entire process

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To refresh the stores
To update the different product offerings
Foodworks Supermarket is required to work hard as to satisfy the different
requirements of the customers. With the current offerings that is provided by them to the
customers, this is essential in nature to improve their offerings and be competent in nature as
well.
Figure 1: Strategy adopted by Foodworks
(Source: Armstrong et al. 2014)
Financial Analysis of Foodworks Supermarket
Marketing Goals, Objectives and Strategies
Foodworks Supermarket is one of the supermarket that has to be properly analyse the
marketing goals, strategies and goals in an effective manner. It is essential in nature to
understand the different kinds of goals and strategies of the other companies as to understand
the threats and weaknesses of the company in the early stage. It has been noticed that proper
ascertainment is required to be done as to perform the internal analysis that is the SWOT
analysis as this will help in solving the issues and converting the threats into the opportunities
as well (Armstrong et al. 2014).

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Marketing Objectives and Goals
To identify the different characteristics of the entire industry wherein Foodworks
operate
To analyse of the business model and critical examination of the different kinds of
features of the products sold by them
To understand the important competencies that can be used by Foodworks that can
help them in increasing their strategic value to ensure the sustained growth
Brief Summary on External Environment
It is essential in nature to conduct the external environment analysis of Foodworks
Supermarket that is based in Australia. This is essential in nature to understand the influence
of the same on the profitability along with achieving the business strategies. The external
environment significantly impacts the business performance of the company and the
accomplishment of the strategic goals are being affected as well (Sheth and Sisodia 2015).
With proper Porter’s Five Forces Model analysis, the different analysis of the
suppliers along with analysis of the competitors has to be done effectively to solve the issues
and this will provide with different strategies to solve such issues appropriately as well. The
Porter’s Five Forces Analysis can assist in understand the different other supermarkets in the
entire industry and solve their issues to gain sustainable competitive advantage in the market
(Strauss and Frost 2016).
Internal Marketing Analysis of Foodworks Supermarket
Proper SWOT analysis is required to be identified as this helps in examining the key
business structure along with the operations of the company as well. SWOT analysis is one
the strategic planning tool that can be utilized by the organization and the managers to create
and perform situational analysis of the company effectively.

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Proper SWOT analysis of Foodworks is required to be done in order to understand
their strengths, weaknesses, opportunities along with threats in an effectual manner. This is
essential in nature as to protect their market share and to be aware of the different threats that
can affect their brand image as well in the entire competitive market. SWOT analysis will
help the respective supermarket in identifying the external and internal factors that will create
huge effect on the entire future performance of the company (Armstrong et al. 2014). The
different threats and opportunities deal with the factors external to the company that includes
the different environmental factors.
Strengths
It helps in providing fresh quality products to the customers
It serves the different products to the customers at affordable prices along with good
quality of the food items as well (Moutinho and Vargas-Sanchez 2018)
Friendly and helpful kind of staffs
Regular kind of upgradation of the store along with proper offerings is maintained
Weaknesses
The product mix is relatively lesser than the other kind of bigger brands
The geographic reach is low in comparison to the other international markets
Opportunities
To properly tap the potential of the market in online shopping business
Proper and accurate kind of tie-ups with other major players as to boost the business
in an effective manner (Pride and Ferrell 2016)
Reaching out to the different new customers in the market through proper advertising
and inclusion of new locations

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Threats
There is increase in competition in the entire market from the unorganized and
experienced players
The cost of operations is high and there is increase in the costs of the inventory
management as well
From the entire SWOT analysis, there are different kind of issues that has been
identified that there are different threats from the other competitors in the market.
Furthermore, it has been noticed that the company needs to use the threats and weaknesses as
their strengths and opportunities that will assist them in gaining competitive advantage in the
entire economy. The SWOT analysis helps in understanding that the company needs to
promote different loyalty programs as this will work on fresh and better variety of the
products in the entire market as well.
Furthermore, it has been noticed that the cost of operations is high and there are
different other competing brands, therefore Foodworks Supermarket has to indulge more into
the e-commerce strategy as this will help in improving the brand image and compete with
other similar brands in the entire competitive economy as well. Lastly, the company named
Foodworks Organization has to provide with better quality offerings by investing more into
online programs and this will assist them in increasing the overall brand awareness
effectively as well.
Marketing Goals and Objectives
Proper marketing goals and objectives is required to be analysed in an effective
manner as this will help in identifying the different kinds of strategies that is required to be
adopted by the company named Foodworks in a proper and appropriate manner (Gronroosn
2016). Proper profitability along with different promotional objectives has to be ascertained

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by the company in an effective manner as this will help the companies in managing their
brand image and share in the entire competitive market. Furthermore, the objectives of the
growth have to be ascertained appropriately to increase the entire size of the business as well
in the competitive market and this will become the objective for survival as well.
The marketing goals and objectives of Foodworks Supermarket are divided into SMART
objectives that is required to be achieved by them appropriately are as follows:
To provide the customers with cheaper products in the market to gain competitive
advantage in the market
To provide best possible services in an effective manner to the different target
customers (Armstrong et al. 2015)
Keep the entire environment within the company that is conflict free
To provide the different customers with high quality products and services for
creating value and this will help in measuring the current business trends as well
To create promotional objectives for the company in order to improve their
profitability in the market and gain more customers effectively (Krishnan and Malick
2015)
From the above objectives, it can be analysed that the different objectives are
achievable in nature and it is specific in nature. The objectives are specific in nature and it is
realistic as well. The different objectives that has been adopted can be achieved by the
respective supermarket within the specific deadline and this will assist them in maintaining
proper value in the entire competitive economy as well (Baker 2014).
SMART
Specific: Building sales and making profit in the entire retail sector in the future as
this will assist them in gaining competitive advantage and increase their brand image as well.

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Measurable: Building the loyalty among the different customers in the entire
organization that will assist them in managing and trying to fulfil the different expectations of
the customers effectively in the near future
Achievable: The pricing strategy will be made in such a manner that this will help
them in providing different offers and discounts to the customers and make them their target
customers in the competitive market as well
Realistic: The Foodworks Supermarket has to compete with different utilisation of
the resources and this will help them in fulfilling their objectives in an effective and
appropriate manner as well. Proper availability of the different resources is essential in nature
as to make more money in the present that can assist them in competing with Walmart or
Woolworths that are the largest supermarket stores in the world.
Timed: Foodworks Supermarket will achieve the different kind of objectives for
fulfilling the demands of the customers and increasing the different segments along with
offerings discounts to the customers within a specific deadline such as about 2.5 years and
this will be specific in nature as well.
Marketing Strategy
Proper marketing strategy is essential to be adopted by organizations such as the 4Ps
of marketing as to analyse the right strategy of marketing and the implementation is done
through effective kind of tactics as well (Holliman and Rowley 2014). The entire marketing
mix has to be analysed in such a manner that this is accordance to the needs of the customers
and this is convenient in nature wherein the demand is high and this includes the different
inclusion of all the components as this will improve the entire objective in an effective
manner as well (Kotler, 2015).

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Similarly, the marketing mix is essential to be performed for Foodworks as to
elaborate on pricing, product, promotion and place strategies effectively.
Product: Foodworks will be focusing more on providing high quality products to
their customers in the market that are easily accessible in nature. It will position themselves
as wholesome and healthy product segment and this will assist them in clearly identifying the
different needs of the customers. Furthermore, the respective supermarket will be offering
high quality foods that are cost effective in nature as well (Kotler, 2015). Foodworks will be
ensuring that the strong system of quality is present in providing and delivering the customers
with such products as this will ensure that the great value is delivered to the customers
appropriately.
Price: The pricing strategy that will be adopted by Foodworks will help them in
monitoring and changing the different services periodically. The supermarket will create
distinctive kind of approaches in broadening the customer base as this will help in resulting in
high revenue that can be earned by them effectively. The innovative kind of pricing strategy
is essential in nature to attract more customers in the market and this will help them in
retaining the customers as well (McDonald and Wilson 2016). The company can offer
different kind of offers along with discounts and the entire focus is creating great value to
their customers effectively.
Place: The different stores of Foodworks Supermarket has to be located in various
locations in such a manner that this will assist them in managing their presence throughout
the country. The central location is essential in nature for the company as to be easily
accessible for the customers effectively. It is necessary for Foodworks Supermarket in
ensuring that they have launched online stores and this is becoming convenient for the
customers as well.

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Promotion: The different promotional activities has to be ascertained by Foodworks
Supermarket as this will assist the company in managing their presence and attract the
different customers in an effectual manner. The proper usage of the different kind of different
social media networks such as Facebook, Twitter along with different kind of advertisements
are essential in nature for effective kind of communication as well.
From the proper inclusion of the marketing mix, this will help in understanding the
different objectives that is required to be achieved by Foodworks Supermarket and gain
competitive advantage in the entire competitive market as well.
Segmentation, Targeting and Positioning
Proper segmentation, targeting and positioning is essential in nature for all the
companies as this helps in understanding the customers who are required to be targeted and
the segmentation is required to be done through behavioural and demographical process. The
positioning is done in such a manner that can help the companies in gaining the strong
customer base and gain profitability in the entire market as well.
Furthermore, in case of Foodworks Supermarket, the accurate kind of segmentation,
positioning and targeting is essential in nature in order to improve the brand image and
increase their presence in different other countries in an appropriate manner that will assist
them effectively. The segmentation of Foodworks Supermarket is based on the following
aspects:
Segmentation: The segmentation strategy is essential as this helps in understanding
the different other sub segments of their customers along with their changing needs as well.
Foodworks can use the demographic and psychographic segmentation strategies as this helps
in analysing the psyche of the customers along with offering them with the goods at the

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lowest possible prices as well. Therefore, the respective retail store can utilize the every day
low prices strategy as to gain more competitive advantage in the entire market.
Targeting: Proper targeting strategy is essential in nature that is required to be
adopted by the different companies in the market. Proper undifferentiated targeting strategy is
utilized by the giant supermarkets as to capture the market and this will help them in gaining
major advantage as well. Foodworks supermarket can use the low pricing strategy and target
the entire market in an effective manner as well. The low pricing strategy will help
Foodworks in capturing the entire market in an effective manner as well.
Positioning: The positioning strategy plays a major role in the success of the
company. The respective supermarket has to position themselves in such a manner that this
will assist them in offering the products to the customers at the lowest price. The positioning
strategy has to be such that this will help in maintaining competitive advantage in the entire
economy. The company needs to position themselves in the market as this will assist them in
getting success in the entire economy as well.
Implementation of Marketing Plan
Marketing Plan is essential in nature as this helps in developing products and services
in the business that meet the requirements of the target market. Foodworks has to implement
the entire marketing mix along with the STP in an appropriate manner as this will help them
in gaining competitive position in the entire market. The strategies have to be implemented
efficiently in order to create a competitive position in the market.
Evaluation and Controls
Operation Plan
Particulars May June July August September October November

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Situational Analysis
Objectives
Creation of Strategy
Action Plan
Control Mechanism
Conclusion
Therefore, it can be concluded that the marketing plan is one the essential areas that
has been analysed in an effective manner. Proper ascertainment has been done in order to
improve the marketing strategies along with marketing mix of the company. The marketing
strategies has helped in improving the entire system in an effectual manner. Furthermore, the
internal and external analysis has been done in order to improve the different threats and
weaknesses and solve the issues effectively. Furthermore, the operational plan has helped the
company in maintaining proper exploration of the time frame that is required to complete the
entire marketing plan effectively. Lastly, the SWOT and Porter’s Five Forces Analysis has
helped the company in managing the environment and be more competitive in nature in
comparison to the other giant competitors that are present in the market.

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References
Adams, F.G., Gabler, C.B. and Landers, V.M., 2017, June. Green Logistics Competency: A
Resource Hierarchy View of Supply Chain Sustainability. In Academy of Marketing Science
World Marketing Congress (pp. 31-40). Springer, Cham.
Armstrong, G., Adam, S., Denize, S. and Kotler, P., 2014. Principles of marketing. Pearson
Australia.
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Baker, M.J., 2014. Marketing strategy and management. Palgrave Macmillan.
Baker, M.J., 2016. What is marketing?. In The Marketing Book(pp. 25-42). Routledge.
Foodworks.com.au. (2018). FoodWorks Supermarkets | Grocery Specials This Week.
[online] Available at: https://www.foodworks.com.au/ [Accessed 31 May 2018].
Gronroos, C., 2016. Service Management and Marketing: Managing the Service Profit Logic.
John Wiley & Sons.
Holliman, G. and Rowley, J., 2014. Business to business digital content marketing:
marketers’ perceptions of best practice. Journal of research in interactive marketing, 8(4),
pp.269-293.
Hsu, P.H., 2016. The Study of Multi-level Marketing Industry’s Channel Conflict and
Management–A case of Company M.
Kotler, P., 2015. Framework for marketing management. Pearson Education India.
Krishnan, J.J. and Malick, T.V., 2015. A Study on Marketing Services. International Journal
of Engineering and Management Research (IJEMR), 5(6), pp.421-423.

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McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit
from them. John Wiley & Sons.
McDONALD, M.A.L.C.O.L.M., 2016. Strategic marketing planning: theory and practice.
In The marketing book (pp. 108-142). Routledge.
Moutinho, L. and Vargas-Sanchez, A. eds., 2018. Strategic Management in Tourism, CABI
Tourism Texts. Cabi.
Pride, W.M. and Ferrell, O.C., 2016. Foundations of marketing. Cengage Learning.
Sheth, J.N. and Sisodia, R.S., 2015. Does marketing need reform? Fresh perspectives on the
future. Routledge.
Strauss, J. and Frost, R.D., 2016. E-marketing: Instructor's Review Copy. Routledge.

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Appendices
Appendix 1
External Environment Analysis
External Environment Analysis
Threat of new entrants: It is the first component of the porters five forces analysis
wherein there are different new entrants and this brings innovation as well. This will create
low pricing strategy along with reduction in the costs as well. The company has to add new
value propositions to the customers. Foodworks can control such issue with building
capacities and spend money on the research along with development as well.
Bargaining power of the suppliers: It is the second component wherein the suppliers
have the dominant position in the market and this can affect the brand image of the company
as well. This kind of dominant position can decrease the margins of Foodworks and this will
affect their sales strategy as well. The respective supermarket can build efficient supply chain
with different suppliers and develop different kind of suppliers in an effective manner.
Bargaining Power of Buyers: It is the third component that it is seen that the
demands of the buyers are increasing on a daily basis. The demands of the buyers have to be
handled by the customers in an effective manner as this will gain the customer base in the
market. The issue can be solved by the company by building large customer base and this
will reduce the bargaining power of the buyers as well.
Threats of Substitute Products or Services: It is the other component wherein it can
be seen that Foodworks can have different other competitors in the market and this can be a
disadvantage for them as well. There can be other large firms who can offer the same

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products to customers at lesser price by offering them discounts as well. The situation can be
handled by the company by being more service oriented rather than just service oriented.
Rivalry among the Existing Competitors: It is the last component that includes that
there are existing players in the market that can be big threat to Foodworks and this will
affect their sales as well. This situation can be handled by the respective firm with building
sustainable differentiation and building scale as well.