International Marketing Articles -

Running head: MARKETING
International Marketing
Name of the Student:
Name of the University:
Author Note:

1MARKETING
Executive Summary:
The report aims at providing an insight into the Woolworths brand and its entry into the UK
market. Woolworth has been one of the reputed retailers of Australia selling fresh food products
along with other items. The report commences with an evaluation of the target market that the
brand is supposed to enter. The report also puts forward recommendations for the suitable market
entry modes that would enable the brand to capture a substantial share of the market. There is
also recommendations on the marketing strategies that the brand can adopt to attract an increased
number of customers. Further, the report also provides an insight into the marketing mix which
the brand needs to adopt to get a foothold in the markets of UK.

2MARKETING
Table of Contents
Introduction:....................................................................................................................................3
1. Evaluation of the Target Market:.................................................................................................3
2. Recommendations for Market Entry...........................................................................................6
3. Recommendations for Marketing Strategy..................................................................................8
4. Recommendations of Marketing Mix:.......................................................................................12
Conclusion:....................................................................................................................................14
References:....................................................................................................................................16
Appendices:...................................................................................................................................16

3MARKETING
Introduction:
The report aims at providing an insight into international brand Woolworths that tries to
make an entry into United Kingdom (UK). Woolworths is one of the biggest supermarket brands
of Australia that operates close to 995 stores across the continent and has close to 115,000 store
members, distribution center and support offices and serves the customers with superior value,
range, convenience and service (Woolworths.com.au 2020). The unique aspect of the brand is
that it closely works with the growers and farmers of Australia thereby ensuring quality products
to the customers. The brand is believed to source 96 percent of fresh fruit and vegetables and
close to 100 percent of fresh meat from Australian farmers and growers. Woolworth is also
considered as the innovative Australian retailer as they implement newer and simpler means of
shopping. This made the company launch the supermarket app thereby allowing the consumers
to undertake shopping as per their convenience and get groceries delivered right in front of the
kitchen bench.
The report here provides a detailed analysis of the Woolworth brand in planning to make
an entry in retail sector of UK. The report commences with a discussion on the evaluation of the
target market. The report also puts forward a discussions on the recommendations of market
entry. This is followed by recommendations for marketing strategy and the marketing mix.
1. Evaluation of the Target Market:
The Woolworth brand engages itself in the activities of retailing and provides groceries,
daily necessities, household products coupled with fashion accessories and clothing line
(woolworthsgroup.com.au. 2020). Like Australia, in UK too the company aims at holding a

4MARKETING
major market share. The variability of the prices of products will enable the brand in succeeding
towards catering to demands of a larger segment of the market. Woolworth however remains
focused towards the maintenance of the market share through aligning it potentially with the
freshness and authenticity of the products offered.
The management of Woolworth considers quality and convenience proposition thereby
providing the consumers with higher product quality at greater prices at the convenient locations.
Removing focus from the comparison of prices to quality, the differentiation of Woolworths
holds relevance in the quality context. Hence, ‘The fresh food people’ holds much relevance in
the quality context (woolworthsgroup.com.au 2020).
As far as segmentation is concerned, it holds relation in dividing the total market into
various sections depending upon the criteria that comprises of the demographical features,
product characteristics and the socio economic features (Wilkinson 2013). Each of the segment
comprise of the consumers having preferences for significant products or service coupled with
the similar level of consumption pattern of product. The various segment which relate to
demographic feature of the consumers comprise of the consumers age, their gender and the level
of education. Gender holds a vital role towards the development and the inception of huge
number of the retailing products and the services owing to fact that a specific product is mostly
designed for catering to the specific gender. The homecare and clothing product has been
manufactured differently depending upon deviations in preference levels of the consumers who
belonged to the various genders.
In case of Woolworths, segregation of the retailing product depends on age levels which
represents a key policy for the mitigation of the overstocking or the inventory preference. The

5MARKETING
infants belonging to the 5 year old age group are usually provided with infant food. This is then
followed by the consumers belonging to 6 to 17 years age which then gets concluded by catering
to the consumer requirements who belonged to the 55 years old category. Besides, segmentation
with respect to income levels of the consumers has facilitated the various set of initiatives in
product procurement from manufacturers or producers. This resulted from fact that purchasing
power of the prospective clients have the tendency of dictating growth rate of the particular
product. Besides, for a specific product line the actual demand for product is mostly evaluated
through actual income levels of clients.
From the perspective of consumers, the question always lies as to whether the shoppers
of UK would pay more for the groceries if it implied better convenience and quality. It has
however been suggested by the retail analyst that one of the strongest demographic that
experiences immense level of growth are the couples with no children and the singles having
highest level of disposable income. This group is supposed to portray close to 55 percent of the
households by the year 2031. They are most found in the city areas and looks for convenience.
There is another segment who belongs to the category of higher incomes thereby displaying a
higher level of disposable income. In addition to this, the segmentation of Woolworth implies
that the higher product quality would also appeal to the achievement consumers in the UK
market. These consumers mostly buys services and products that demonstrates success to the
others. Hence, in the UK market, Woolworths will look forward towards targeting the multiple
segments having a higher level of disposable income and will be found to tailor the different
products to different segment at each of the locations. The primary target of Woolworths will be
the household segment in retail market which will get reflected through the higher number of
sales that will take place in terms of grocery sales followed by the home products. The brand will