Marketing Management - Assignment Sample

Running head: MARKETING MANAGEMENT - MASTERS LEVEL
Marketing Management - Masters level
Student’s Name
University Name
Author’s Name

2Marketing Management - Masters level
Executive Summary
Woolworths, counted among the most prominent retail sales companies of Australia has been
focused upon in this report. The initial section of this report deals with the business
background of the company. The basic policies of the company like versatility of product
base and quality retention are discussed broadly. Analysing the 5Cs of the organisation, the
major strengths of Woolworths like premium quality of products, large customer base and
satisfaction rate of their customers have been located. Again, the essential weaknesses like
implicit market squeezing and rivalry with other brands have also been discussed in detail.
Woolworths also needs to bring about versatility in their customer base. That is why they
needs to take certain steps like opening of personal Woolworths store in the suburbs. Other
such strategies have been discussed in entail in the analysis section of the report. Applying
the marketing mix theory, effective suggestions have also been provided in the course of
report.
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Table of Contents
1. Introduction............................................................................................................................3
1.1 Company Background......................................................................................................3
1.2 Industry Background........................................................................................................3
2. Findings and Analysis............................................................................................................3
2.0 5Cs of the organisation.....................................................................................................3
2.1 SWOT analysis of the marketing management of Woolworths.......................................4
2.1.1 Strengths....................................................................................................................4
2.1.2 Weaknesses................................................................................................................4
2.2.3 Opportunities.............................................................................................................4
2.2.4 Threats.......................................................................................................................5
2.2 Consumer Behaviour Theory...........................................................................................6
2.3 Porter’s Five Forces analysis............................................................................................6
2.4 PESTLE analysis of the marketing management of Woolworths....................................8
2.5 BCG matrix for the marketing environment of Woolworths.........................................11
3. Recommendations and Justifications...................................................................................13
3.1 Marketing Mix for the Recommendations.....................................................................13
3.1.1 Product.....................................................................................................................13
3.1.2 Price.........................................................................................................................14
3.1.3 Place.........................................................................................................................14
3.1.4 Promotion.................................................................................................................14
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3.2 Gap analysis....................................................................................................................14
Conclusions..............................................................................................................................15
Reference List..........................................................................................................................16
Appendix: The Sales Graph of Woolworths............................................................................20
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1. Introduction
1.1 Company Background
Woolworth’s supermarket group started its operations in the June of 1924. Initially it was
established as a small retail store in the Pitt’s street of Sydney. However, the market
expansion of Woolworths increased by 21% in the first 5 years of its business. This started to
draw the attention of the shareholders of the organisation and Woolworths increased its
dividend from 55 in 1924 to 20% in 2028 (refer to the appendix). Initially the company
focused on some of the basic strategies like incorporating a wide range of products including
grocery apparel, home decor and essentials and other products along with processing and
finished food. The organisation always valued the policy of adapting innovative policies to
ensure customer satisfaction. This prompted them to introduce, receipt printing cash machine
first in the world among all major supermarket chains. The organisation since its advent has
also followed the policies of keeping prices low as well as giving cashbacks.
1.2 Industry Background
The Australian retail sector has adopted three primary retail strategies in general. The first is
the customer research and analytics policy. Major retail organisations like Woolworths or
Harvey Norman have adopted the strategies of customer behaviour recording. They study the
purchasing preferences of the customers closely. According to Bhakoo, Singh and Chia
(2015), major companies like Billabong uses customer data and sends discount offers on
similar products to the customers by means of email and electronic messages.
2. Findings and Analysis
2.0 5Cs of the organisation
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The 5Cs analysis aims at analysing the external environment in which a company operates
and also sheds light on the marketing strategies of the company. The major factors that the
analysis focuses upon are: company, competitors, Context, Collaborators and the customers.
2.1 SWOT analysis of the marketing management of Woolworths
2.1.1 Strengths
Woolworths is counted among the top peering retail companies of Australia. The market
positioning of the company allows them to exploit the Australian customer market in a better
way. The organisation has gained a strong market position by means of strong technological
resources, sound human resource management and well-knit network of stores across the
country. Recently, the organisation has adopted the policy of reducing its carbon footprint by
1.5% also. Moreover, Woolworths is the only organisation that has a policy of zero food
wastage (woolworths.com.au, 2018).
2.1.2 Weaknesses
The prime weakness of Woolworths is the domestic growth strategy. This allows the
organisation to optimise and escalate in the domestic operations only. However, other retail
brands operating in Australia like Bing Lee or Bakers Delight have a strong international
presence. As an outcome, the organisations have a wider source of revenue generation.
Woolworths actively operates chiefly in Australia and in the neighbouring countries where
the demographic purchase pattern of the customers are almost similar. Moreover, as per
Bndiguel (2013), higher carbon emission and other instances like employee mishandling has
imposed stringencies on the business operations of Woolworths according to the provisions
of the Fair trading Act of Australia (Section 212). Again. The government has also0 restricted
Woolworth from increasing its prices in the domestic sector.
2.2.3 Opportunities
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The retail sector of Australia lacks peering companies Woolworths. This is great scope for
increasing the market penetration. Other factors like computerisation in the retail stores or
advancement in the supply chain will enable the organisation in securing stronger position in
the future. The change in the lifestyles of the customers have made shopping a greater part of
their life. According to Culley et al. (2017), after the invention of e-commerce, shopping is
not only a necessity but a hobby and passion for the people of Australia. Therefore in order to
address the change in the customer base of Australia, the organisation is adopting a multi-
channel sales policy. They are growing to expands
2.2.4 Threats
The major threat of Woolworths in the Australian supermarket is the subtle competition with
Cole’s supermarkets chain. In future also, Woolworths is going to face strong competition in
terms of price competitiveness, market occupation and customer retention (Greenland,
Johnson and Seifi, 2016). Along with that, the government intervention is another major
aspect that would affect Woolworths’ business operations in Australia.
SWOT table for marketing competency of Woolworths
Strength
 Woolworths is one of the best retail
chains in Australia
 Strong market presence due to
technological innovation
Weaknesses
 Domestic expansion policy
 Higher Carbon emission level of
Woolworths
Opportunities
 Computerisation in the retail stores
or advancement in the supply chain
will enable the organisation in
Threats
 the subtle competition with Cole’s
supermarkets chain
 government intervention
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securing stronger position in the
future
Table 1: SWOT analysis of Woolworths’ market strategies
(Source: Zakaria, 2016, p.26)
2.2 Consumer Behaviour Theory
The Economic man model of shopping has become popular in Australia since the last decade.
Online shopping has told upon the conceptualisation of shoppers. About 59% of the
Australian shoppers are interest to shop online more than shopping from physical stores
(Williams, 2015). In response of this strategy
Another trend among the Australian shoppers is the behaviourist approach of the customers.
Majority of the Australian customers focus on the same factors while shopping. That is why,
the analysis of the behaviourist trends of the customers is important for the major
supermarket chain is that have a large customer base. Since 2012 to 2016, majority of the
customers have searched the frontline search engines for apparel trends and styles in the
country. This reflects that purchasing trends have played a major impact on the customers’
mind (Gunawardena et al. 2014).
Again, in the recent years, the customers have become price sensitive. Customers are
nowadays more interested in buying product form the online stores. The major products that
customers buy online are clothing, electronics, household goods, sports equipment, furniture,
grocery, baby care and so on. Hence, it is evident that major categories of supermarket
products are readily available online and customers are mostly liking to purchase them
online.
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2.3 Porter’s Five Forces analysis
Threat of new entrants
This is not a major threat for Woolworths. They are listed among the top listed retail brands
of Australia. Besides, Woolworths have huge presence in the whole of Australia with over
600 physical and franchise stores. The range of products is also high. As an outcome, new
retail brands would not be able to gain strategic advantage over Woolworths in Australia.
Bargaining power of Suppliers
Majority of the supermarket chains in Australia buy their products from numerous suppliers.
That is why they always have acompetitive advantage over them. However dominant
suppliers who have a strong market presence have the power to determine the profit margins
of Woolworths. Particularly the suppliers in the food and staples sector in Australian market
have a strong hold on the market and thus influence the business of Woolworths and other
supermarket chains (Hicks et al. 2015). Besides Woolworths also do not haver third party tie-
up with major suppliers that retail brands of Europe like Wal-Mart have. They are the most
potential collaborators of Woolworths.
Bargaining powers of buyers
Majority of the customer base comprise of individual buyers who have a high bargaining
power. Buyers always have the propensity to purchase the best offerings paying the minimum
possible price. Thus the higher purchasing power of the customers are a threat top
Woolworth’s retail. This is because potential customer have the capacity of forcing the
company to decrease the price of its most needed deliverables.
Threats of new substitute products
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Woolworths face high threat from the substitute products. Other major supermarket chains
are always intended to introduce new products in the market. According to the ideas of
Hingley, Lindgreen and Grant (2015), this market threat is threatening if it offers value
proposition that uniquely differs from the current offerings in the retail industry.
Rivalry with the peers
Any increase in the overall productivity or the profitability of the supermarkets in Australia
attracts the attention of its peers. Peers, in that case tend to drop down the process of the
major products that are responsible for the variation and thus being a cease in the entire
industry.
Figure 1: Porter’s Five Forces analysis
(Source: Methner, Hamann and Nilsson, 2015, p.89)
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new retail brands would not be able to gain strategic advantage over
Woolworths in Australia since the market prsence of Woolworths is high
Threat of new entrants
dominant suppliers who have a strong market presence have the power to
determine the profit margins of Woolworths.
Bargaining power of Suppliers
Buyers always have the propensity to purchase the best offerings paying the
minimum possible price
Bargaining powers of buyers
Peers, tend to drop down the process of the major products that are responsible
for the variation and thus being a cease in the entire industry
Rivalry with the peers
Woolworths face high threat from the substitute products
Threats of new substitute products

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2.4 PESTLE analysis of the marketing management of Woolworths
Political Factors
The Australian government in the last year spoke up to acknowledge the duopoly of the
supermarkets in Australia. According to Hutchinson et al. (2015), the two market peers
namely Woolworths and Coles have been influencing the entire market owing to the subtle
market rivalry among them. As an outcome, the commoners of Australia have been forced to
face the impact of this rivalry. This has been officially reported by the Australian Food and
Grocery council. The Australian government has launched a three year prolonged plan to
control Coles and Woolworths’ activities of squeezing suppliers. This is affecting the
business of the supermarkets also. According to Johnston et al. (2017), the small retail
enterprises are also affected by this dual rivalry also.
Legal Factors
Before entering new market domain or new business sectors organisations should keep in
mind, some of the legal factors that might influence the business of Woolworths. The main
law in this regard is the Anti-Trust law in Australian Food and Staples industry. According to
the law, the business organisations in the retail business cannot develop monopoly over
distributorship of the major products in the country. The second factor is the discrimination
law. This law required the business organisations of Australia to treat their male and female
employees alike. Moreover, company also needs to follow the consumer protection law and
the e-commerce law of the country alike. According to the consumer protection law, the
Australian company needs to address the consumer needs and grievances properly. Any
customer who have been deceived by the comp any or its representatives in terms of service
or product might seek resolution form the higher organisations. The company is entitled to
positively address the grievances of the customers (mbaskool.com, 2018).
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Economic factors
Owing to the stability of the value of the Australian Dollar and reduction of the inflation rate
in the country, the sale of liquor, petrol, groceries and apparel have increased by 4.95 in
Australia (Ramanathan, Subramanian and Parrott, 2017). The total sales value have increased
by 57 million in the year. Hence, the market conditions are also favourable for the country.
Again, the factors like a rise in the GDP of the country by 3.2% in the last 3 years have
helped to increase the purchasing power of the people working in the organised sector if the
country. Therefore with more disposable income, people would make bigger purchases.
According to Methner, Hamann and Nilsson (2015), it is expected that the sales limit of the
organisation would increase by 4.2% in the coming 5 years.
Social Factors
Woolworths have introduced a campaign of farm fresh products. They ensure deliverance of
the products fresh from the farm within 24 hours to the store. This strategy had been highly
acclaimed in the country since the Australians s generally favour farm fresh and organic
products. Besides, they have introduce in store kitchens in their retail stores. This initiative is
aimed at making the Australians understand the value of farm fresh products. The initiative is
mainly handled by the distribution centre of the organisation at Perth. Various logistical
challenges have prevented the organisation to launch the program in Australia. Finally, after
establishment of proper network. The campaign have been launched. Besides the destination
0 program has also been highly acclaimed by the Australians.
Technological Factors
Recent technological inclusions like computerised billing in the major 250 stores of Australia
have been very popular. The product clearance rate of Woolworths stores after the
installation of the machines have increased by 1.7%. The reduction of the operational costs
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after the installation of automation have been AUS 1.6 million. As an outcome, the company
has planned to declare a heavy discount on grocery and liquor (woolworths.com.au, 2018).
Environmental Factors
Woolworths Australia have planned a major strategy to prevent indiscriminate consumption
of electricity. They have all of their refrigeration lot by LED lights. Recently, they completed
lighting of 75% stores with LED also. As such, they have been able to save 1500 watts of
electricity every quarter of the hour (Williams, 2015). Moreover, they have taken another big
step in ensuring environmental sustenance through their zero food wasting campaign. Again,
they are also building large water storage facilities to store rain water. About 27% of their
water supply comes from the rain water harvested by the water tankers installed by them.
Moreover, as per Ramya et al. (2017), internal drainage also enables them to save water.
2.5 BCG matrix for the marketing environment of Woolworths
Stars
The Stars for Woolworths are the high market growth rate of the retail business sector of the
organisation. Moreover, the high market share of Woolworths (nearly 48% of the retail sector
of Australia) is another Stars for the Company (Torquati et al. 2018).
Question Marks
The major question marks of Woolworths is the new and inexperienced management of the
company under their new CEO Grant O’Brien. Another question mark is the 0.7% decrease
in the food and liquor sales of the organisation. As per So et al. (2016), this is a negligible
fluctuation of sales. However, this small change is going to have a big impact upon the
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revenue accumulation of the company since about 60% of the profit of Woolworths comes
from their liquor, petrol and food sales (Teller, Alexander and Floh, 2016).
Cash Cows
The food and liquor section of Woolworths account for about 38% of the sales of
Woolworths. Hence they are the cash cows of the organisation. In the last 12 years the sales
of Woolworths have increased by 8.2%. The larger share of this increased sales might be
credited to the sales hike gained by these two cash cows.
Dogs
In the financial year 2017 and 2018, the sales margin of Australian food have been the dogs
of Woolworth. About 25 reports of poor quality of packaged and finished food has reached
the consume3r grievance cell of the company. As an impact the organisation has lost 0.2% of
its regular customers also. Hence, in response the farm fresh campaign has been launched by
the company (Sutton-Brady, Kamvounias and Taylor, 2015).
BCG Matrix for Woolworths
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Th e Stars fo r W o o lw o rth s are th e h igh m arket g ro w th rate o f th e re tail b u sin e ss
se cto r o f th e o rgan isati o n
Th e m ajo r q u esti o n m a rks o f W o o lw o rth s is th e n e w an d in e xp e rien ced
m an agem en t o f th e co m p an y u n d e r th eir new C E O G ra n t O ’B rien .
Th e fo o d an d liq u o r secti o n o f W o o lw o rth s acco u n t fo r ab o u t 3 8% o f th e
sales o f W o o lw o rth s. H e n ce the y are th e cash co w s o f th e o rgan isa ti o n
In th e fi n an cial ye ar 20 17 an d 2 01 8, the sales m argin o f A u stra lian fo o d h ave b een
th e d o g s o f W o o lw o rth .

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(Source: Johnston et al. p.458)
3. Recommendations and Justifications
The competitive pricing strategy of Woolworths is commendable. However, in order to
ensure the realisation of the long term goals of the company, the management needs to bring
major changes in the strategy. They needs to implement the pricing strategy to fit the needs of
the township customers. They need to make the products prices without compromising the
prices. Besides that, Woolworths relies excessively on customer mapping. The management
of the company maps the customer criteria of a particular area and then opens new sales
counter in the area. However, the other supermarket brands opens their outlets in an area and
then projects the facility through planned marketing programs. Hence, Woolworths needs to
open new stores more frequently in order to expand their customer’s base. This campaign
should be a part of their effective market development strategy. Again, in order to expand
their sales in the suburbs, Woolworths authority might considers opening their personal
Woolworths stores in those areas, if building shopping complexes is not possible.
The first strategy would help them to develop the practice of spotting new target market more
efficiently. Woolworth’s scouts have an effective strategy of market research, whereby they
collect customer data that help them to get accustomed with the purchasing trends. However,
the organisation has not made utilisation of the market data to innovate their facilities.
Another major advantage is the reduction of the operational costs. The operational costs of
large and eloquent facilities in major city based shopping complexes are much higher in
comparison to the smaller personal stores. Hence they would be more effective in
implementing the strategy of economies of scale.
3.1 Marketing Mix for the Recommendations
3.1.1 Product
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The major Woolworths products that deserves mention are grocery items like vegetables,
processed meat, fruits and other packaged products. In order to make their product base more
versatile, the organisation has started to sell stationery items along with DVDs and
magazines. The choice of products that is available in Woolworths is versatile also. It
includes local flavours, international produces and so on. Some major overseas products
include Indian spices, South Asian Sea food, and silk products. Internationally designed
jewellery is also available in the Woolworths store (Solomon et al. 2014).
3.1.2 Price
Woolworth’s product prices are similar or may be slightly higher than the average market
price in Australia. The retailers focus more on promoting the premium quality of their
p4roducts than reducing prices to attract customers. They offer heavy discount on their
products at specific ti9mnres of the year also. Besides, they have a low price segment also.
Again, they have a shopper club, where the members earn points on shopping. On collection
of 2000 points, they get rebate of AUD 20 dollars.
3.1.3 Place
Woolworths have more than 950 physical stores in Australia. Most number of Woolworth’s
stores are located in Melbourne and Victoria. Again the organisation also have dedicated
stores, like Woolworths’ Home brand, Woolworths Fresh, Woolworth’s gold and so on.
3.1.4 Promotion
Marketing promotions have always been an effective strategy of the organisation. Various
loyalty schemes like petrol pump discounts, shopping coupons and so on are provided to the
customers of Woolworths.
3.2 Gap analysis
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The major gaps that the Woolworths management needs to bridge are
 reduction of the waiting time of the customers at the billing counters
 the lack of staffing at the time of the peak hours
 Train staff immediately so that they might help the customers to find their desired
products.
Conclusions
Finally, in conclusion to this report, it might be commented that the incapacity of the
employees in delivering to the demands of the customers is a big negative factor. The brand
image of the company is going to be hampered for this issue. The supply chain management
and the logistics are another fields of worry for the company also. The BCG matrix of
Woolworths helps to conclude that the organisation is simply failing to capitalise on the
market research of their scouts. Analysing the nature of the retail customers, it might be
concluded that Woolworths needs to import more proficiency in projection of their own
brand as well as their versatile product base. Resurrection of their customer retention and
sales approach in the recommended manner will help the organisation to achieve brand
loyalty in in the Pan-Pacific market.
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Appendix: The Sales Graph of Woolworths
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