Marketing Management || Assignment

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

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Executive Summary
Strategic Marketing Management is considered to be one of the vital parts of the entire business
for succeeding in the entire competitive market. In such scenario, the different businesses need to
mainly focus on the strategic plans with regards to the effective kind of implementation in real
life scenario. Serving the different customers along with generating revenue are considered to be
the major priorities of the business organizations which will be capable of making the growth of
the company efficient in nature. In the respective report, the internal along with external analysis
of the environment have been analyzed which plays a critical role in understanding the growth of
the company in the competitive business environment. In the competitive business environment,
there are different competitors such as Coles or Aldi which are mainly focusing on using the
competitive kind of pricing techniques which will be efficient in managing the suitable growth
aspects in a stable manner. Lastly, the marketing mix and the segmentation, targeting along with
positioning are the key or crucial elements which will be effective in managing the growth
opportunities in the competitive business environment.

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Table of Contents
1. Introduction..................................................................................................................................3
2. Industry Background...................................................................................................................4
3. Marketing Environment...............................................................................................................5
3.1 Microenvironment.................................................................................................................5
3.1.1 Company.........................................................................................................................6
3.1.2 Customers.......................................................................................................................6
3.1.3 Competitors.....................................................................................................................7
3.2 Macro environment..............................................................................................................10
3.2.1 Political Environment...................................................................................................10
3.2.2 Economic Environment................................................................................................10
3.2.3 Social Environment......................................................................................................11
3.2.4 Technological Environment..........................................................................................12
4. Segmentation, Targeting and Positioning..................................................................................13
4.1 Segmentation.......................................................................................................................13
4.2 Targeting..............................................................................................................................14
4.3 Positioning...........................................................................................................................14
5. Marketing Mix...........................................................................................................................15
5.1 Product.................................................................................................................................15
5.2 Price.....................................................................................................................................16

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5.3 Place.....................................................................................................................................16
5.4 Promotion............................................................................................................................17
6. Conclusion.................................................................................................................................17
References......................................................................................................................................18

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1. Introduction
The report throws light in analyzing the marketing aspects of the company Woolworths
which is situated in Australia. Strategic management is defined as the aspect which mainly
considers the different strategies which are being carried on for achieving the better performance
(Wirtz and Lovelock 2017). Moreover, the marketing mix needs to be done which will be
suitable for understanding and determining suitability of the products or services for the
particular target customer base. Lastly, with the help of segmentation, targeting and positioning,
for getting the right audiences and aligning the products to the right audiences as well. The
management process is inclusive of the different aspects such as setting of proper objectives
along with analyzing the competitive internal along with external environment in which the
company operates.
In the respective report, Woolworths has been selected as the company which is
considered to be one of the renowned organizations for being the largest integrated provider of
leisure as well as retail. The company was incorporated in the year 1924 and is headquartered at
New South Wales, Australia. Woolworths is the Australian chain of grocery stores which is
owned by Woolworth’s group and it has been successful in covering more than 80% of the
market in Australia. More than 100000 employees are employed at Woolworths and the
company has been able to maintain their competitive position in the market with the revenue of
A$39.568 billion till the year 2019 (Woolworths.com.au 2020).

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2. Industry Background
Figure 1: Market Snapshot of Australian Retailing
(Source: Varadarajan 2018)
From the figure, it can be analyzed that Australia’s retail sales grow 3.7% in the year
2018 which is with 3.7% increase in the previous month. The sector has been segmented on the
basis of the category of the product, channels related to distribution along with analysis of the
dynamics of the market. Australia is considered to be one of the most urbanized societies in the
entire world with more than 24 million people (Ukkas et al. 2019).
The retail sector in Australia witnessed the positive kind of growth, despite the
significantly low increase in the amount of wages as well as rising debt of household. Moreover,
the future of the Australian retailing depends on the different disruptive forces which include the
changes in the spending patterns of the customers. In the current scenario, the retailing sector of
Australia is facing disruption as the Australian retailing sector required agility along with