Marketing Mix Strategies - Woolworths

MARKETING
PLAN

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION...........................................................................................................................1
ENVIRONMENTAL ANALYSIS..................................................................................................1
a) Marketing/Industry Analysis...................................................................................................2
b) Competitive Analysis..............................................................................................................2
c) Customer Analysis..................................................................................................................3
OBJECTIVES AND GOALS..........................................................................................................4
MARKETING MIX STRATEGIES ...............................................................................................5
SALES STRATEGIES ...................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

EXECUTIVE SUMMARY
Marketing plan help organisation to make future planning related to sales and market. In
this, management has develop various strategies and used several model in order to attract large
number of clients toward company. Each and very enterprises has develop this plan because it
help to know their competitors at market that increase capabilities to complete competition in an
effective ways, thus help to achieve aim, objectives in given time frame effectively.
INTRODUCTION
Marketing plan provide information related to merchandising strategies which are
includes target clients, segmentation, positioning, sales strategies, finance budget, advertisement
as well as promotional planning or many more. Through this, company will be able to know how
they deal with future uncertainties as well as competition. In this report, Woolworths group is
selected to make marketing plan. It is a retail organisation which runs their business activities at
multinational level (Entezari, Karimi and Kianfar, 2014). It is an Australia based second largest
company by revenue. They are operating their enterprise at New Zealand. Woolworths group
was established in 1924 by five major funders Percy Christmas, Stanley Chatterton, Cecil Scott
Waine, George Creed, Ernest Williams. This assignment covers marketing plan that includes
internal as well as external environmental analysis, firm aim and objectives, marketing mix or
sales strategies and many more.
ENVIRONMENTAL ANALYSIS
Each and every organisation's work is affected by internal as well as external
environmental factors. So , it is very important for management of Woolworths to analyse these
all elements and its effect on performance of company in order to run whole business activities in
an effective manner. Some environmental components are technology, employees, competitors,
culture, suppliers, vendors, political, economical, social and many more. These all affect the
company both negatively and positively, so it is a management responsibilities to find out all
elements impact on business unit in order to take decision related to product, services in an
effective ways. Through this, firm are able to achieve goals and objectives in given period of
time effectively. Some important environmental factors are explain as follows:
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a) Marketing/Industry Analysis
Market analysis may define as attractiveness of industry to understand opportunities as
well as threats which are directly relate to strength and weaknesses. There are various market
dimensions which are affected company performance as well as growth. Some are explained as
follows:
Industry size: It is a one of most important factor which are included in marketing plan of
the company (Ghosh, 2017). Management analyze market size and accordingly develop
strategies in order to attract large number of customer's toward firm product, services in a limited
period of time.
Industry growth: Administration of Woolworths want to analysis retail sector growth
rate so that accordingly to may purchase goods for sell. In current business environment, at
Australia 1.1 % growth are analysed in the year of 2017 and forecast growth are predict 1.1 % in
2018 with negative business development of – 0.4%.
Profitability opportunities: Profit is a most important element for organisation, they
work only for this. Management of Woolworths has analysed profitability opportunities at
market place by selling large number of commodities, services at market place.
Cost structure: Retailing firm are effectively utilizing their resources in order to manage
all operational activities in an effective manner. Through this, enterprises are able to achieve
economic of scale in cost of goods.
Distribution: It is for manufacturing unit, they are develop strong distribution channel in
order to sell product and services. Maintaining Healthy relationship with them is a one of the
important task for marketing manager of production house (Gupta and Shukla, 2017).
Market trends: Administration of firm are required to analyse market trend and
accordingly purchase product in order to sell them with current situation. It is a kind of
advantage, some time company itself build trends and gain higher profitability as well as
competitive benefits as compare to their competitor in same industry.
b) Competitive Analysis
Woolworths is a one of the leading organisation in Australia and it is a second largest
company on the basis of revenue. Their main competitors are TESCO, ALDI and Walmart, all
are not a Australia based company, that is why, Woolworths has run their business activities in
an effective manner. Some strength and weakness of the company are explain as follows:
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Strength Weakness
 Strong and positive brand image in
customer's mind.
 Efficient operations activities which are
help to gain cost benefits.
 Popular own store brand like Chad
valley, lady bird etc.
 Run several subsidiaries with almost
30000 workers (Gupta, 2017).
 Oldest organisation which are introduce
latest or modern retail trends to their
potential customers.
 Woolworths neglect globalisation as
compare to their competitors like
TESCO, ALDI etc.
 Company has can not able to sustain
their competitive benefits in long
period of time.
 They are enter in online retailing so
late, on that time various other
competitors may develop strong
positive at online selling. Thus create
negative impact on firm expansion as
well as performance.
c) Customer Analysis
Clients is a very important for organisation. Management has develop strategies, plan in
order to attract large number of consumers toward firm product and services. In marketing plan,
through customer analysis firm want to know clients purchasing behaviours, motivational
factors, learning attitude, personality traits, perceptions and many more. Management of
Woolworths is also required to analyze all these elements to sell their commodities effectively
(Holliman and Rowley, 2014). Also it helps to know client's needs as well as wants. Some
element of clients analysis are explain as follow:
Identify firm customers: Management of Woolworths are identify their customers through
segmentation strategies. Some of element of this action of plan are detail below:
 Demographical
 Psycho graphical
 Interest
 communication
 Geographical Size base
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Learning about current clients: Marketing manager of the company has want to gain some
information related to consumer opinion, thA61552quality oughts about their commodities and
services. For this, they are make questionnaire are any other method to learn about present client,
some are detail below:
 Data analysis
 Customer survey
 Social listening Talk to consumer face to face
Define customers need: Management of company find out clients needs in order to full fill the in
an effective manner. For this, they are find out necessity through ask, quora, online review, blog
as well as magazine content, feedback form and many more option are available which help to
know clients thinking (Miles, 2014). Some information that important for firm are:
 Emotional information
 Motivational factors
 ObjectivesA61552quality Specific need if any.
Determine that clients are fit for firm goods: Through this, all factors are analysed which show
that, firm goods are able to full fill clients needs, preferences, demand in appropriate ways. This
help to achieve high customer's satisfaction as well as market sustainability at long period of
time.
OBJECTIVES AND GOALS
When organisation is their introduction phase then they develop goals and objectives.
Management create strategies as well as plan in order to achieve objectives in limited period of
time in an effective manner. Through this, firm are capable to enhance customer's satisfaction
and gain high market share as compare to their competitors in same industry.
Goal of Woolworths: “ Our main goal has clients put on 1st , across the all our brand”.
Management of the company has build great team those are listen customers thinking, opinion,
thoughts etc. that create positive image of product and services in client's mind and market. Their
support team receive feedback on daily basis form their buyers and resolve issues if any in an
effective ways (Mummalaneni, 2014).
Objective of Woolworths: Some objective of firm are explain as follows:
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 Build positive culture with in an organisation as well as for their potential consumers.
 Develop sustainable sales volume at food sector.
 Evaluating drink enterprises in order to provide more value as well as convenience to
their clients in an effective ways.
 Empower portfolio enterprises to pursue plan of action to deliver shareholder worth in an
appropriate ways.
 Become a lean retailer, they are use systematic process of operations activities.
MARKETING MIX STRATEGIES
Marketing mix is a combinations of various element which are control by organisation to
influence clients purchasing behaviours toward their goods and services. It is a most important
strategies which are prepare by management of an organisation in order to achieve goals and
objectives in an effective manner in limited period of time (Nykiel, 2016). Through this, they are
capable to gain competitive benefits as compare to their competitors and long term sustainability
at market place. Factor of marketing mix are explain as follows:
(Sources: 7P's of marketing mix, 2013)
Product: Woolworths is a retail company that run their approx 800 store in different
location in Austria and New Zealand. Company are provide all kind of grocery items like fruits,
packaged food, vegetable, meat and many more. They also sell magazine, stationary and DVD's
in their store. Firm are provide several option to buyer in each one of section which increase
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Illustration 1: Marketing mix

customer's satisfaction. In order to develop product, administration of enterprises has analysis
individual's needs and wants and accordingly provide goods that are able to full fill clients
demand in an effective manner. They are want to look their competitors product strategies and
prepare plan in order to complete them in a appropriate ways in limited period of time.
Woolworths main competitor are TESCO and it have also offer various kind of commodities to
their potential buyers which create negative impact of Woolworths performance at market
(Westwood, 2016).
Price: The company has provide goods on slightly higher price as compare to market
because they offer assortment of premium brand in food. Management of an organisation kept
competitive market so that firm are easily achieve target on limited period of time in effective
ways. Organisation are adopt low price strategies to attract large number of clients toward
commodities as well as services. Company are develop several offer like discounts, low price,
purchase one product are receive one free sample of XYZ and many more to maintain consumers
footfall or profits. Enterprise are provide 20 dollar voucher with the worth of 2000 points to
enhance satisfaction of buyers in long period of time. Woolworths has give shopping card that
are automatically track their purchasing accordingly firm are provide offer to them.
Place: Company are sell their commodities at two nation so that they can not face
problem related to diversification of social cultural environment because both nation Austria as
well as New Zealand have similar type of environment. They are run approx 1000 physical
convenience stores. Firm are also sell their product through online platform but this mode is not
more profitable for the company because they late start their business on E- commerce site.
Company has develop mobile application to take advantage of digitalisation, thus help to attract
large number of clients toward firm commodities, services. Through this, enterprise are able to
achieve goals, objectively and higher customer's satisfaction effectively in long period of time.
Promotion: Various kind of promotional strategies are used by Woolworths in order to
create awareness related to firm goods and its associated offers at market place. Some of the
important promotions mode are advertisement through newspaper, magazine, books, bill board,
hoarding, classified add etc. Some other promotion method are charity, sponsorship, social
culture events and many more. Through this activities, firm are capable to spread information
related to product size, colour, feature, quality, technology and many more. Thus increase
profitability as well as sustainability as compare to their competitors at market place (Gupta and
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Shukla, 2017). Through this, enterprises has enhance their buyers gratification in long period of
time. Woolworths are promoting their brand with unique or innovative ways which increase
customers learning in their conscious mind. Firm are always focus on first movers so that they
are build positive brand image in industry thus enhance their market position as well as
competitive advantage as compare to competitors at market place.
Process: Services sector organisation are focus of their services delivery process in order
to provide higher consumer's satisfaction in long period of time. Through this, firm are gain
higher profitability as well as sustainability at market. HR manager of Woolworth has
conducting training program for their store employees to deliver high quality services to their
buyer. Through this activities, firm enhance workers skills and knowledge, capability that
improve their productivity and performance. That help to develop high quality goods and
services. Working process is a one of the important activity which help to run whole business in
an effective manner in long period of time (Ghosh, 2017). Woolworths have approx 2000
employees and they have superior sales assistants that are responsible for firm success at grate
extent. Management of the company has established healthy, strong relationship among
workers, thus help to reduce conflicts at work place and improve performance. Enterprises are
used destination zero polices at their store that are develop zero harm environment for staff
members.
Physical evidence: Store environment are include in this marketing strategies.
Management of an organisation has develop safe, healthy environment at their supermarket so
that clients feel safe in the store. Firm all shops are attractive and clean which provide positive
feel to buyers. Enterprise are develop design website which are very attractive but simple in
looking as well as easily to operate. Management of Woolworths has make effective promotional
strategies in this they are used attractive point of sale materials to influenced clients in in order
to sell goods, services in appropriate ways in limited period of time.
People: Approx 2000 employees are work together at Woolworths stores. With in a
company there are several department like finance, marketing, human resources, operations,
research and development etc. All together are work in order to achieve goals and objective in
limited period of time (Fernández-Cavia and et. al., 2017). Management of an organisation has
develop rule, regulation, policies to manage all employee's needs, feeling, perceptions, attitude,
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behaviours toward firm work. Through this, firm are able to enhance workers productivity as
well as performance in long period of time.
SALES STRATEGIES
Marketing manager of firm has develop sales strategies in order to increase profitability
and market position. One sales strategies can not work in an effective ways so that it is very
important for company to used multiple selling action of plan to attract large number of clients
toward firm. Some important selling strategies are explain as follows: Identifying decision maker: Each and every store have different requirement and
management team so that they have take decision according to their own needs and
wants. Be real: It is a management responsibilities to provide real information to their buyer so
that any type of negative feedback can not occurs. Overcome objections: When sales executive deal with their buyers then they consider the
overcome of objection in order to effective presentation in front of others which create
positive impact on clients (Entezari, Karimi and Kianfar, 2014). Know market competition: It is a marketing manager responsibility to know their
competitors strength or weaknesses and accordingly develop strategies.
 Watch implementation process: Administration of the company watch implementation
process and find out barriers of changes, remove it and run entire business effectively.
CONCLUSION
From above report it is concluded that marketing plan is very important for organisation
in order to run business activities in an effective manner. It is a kind of documentation which
provide information related to target market, segmentation, position, marketing strategies, sales
planning, competitors strength as well as weaknesses, goals, objections, internal or external
environmental analysis and many more.
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REFERENCES
Books & Journals
Entezari, A. R., Karimi, B. and Kianfar, F., 2014. Optimal production control and marketing plan
in two-machine unreliable flexible manufacturing systems. The International Journal of
Advanced Manufacturing Technology. 73(1-4). pp.487-496.
Fernández-Cavia, J. and et. al., 2017. Online communication in Spanish destination marketing
organizations: The view of practitioners. Journal of Vacation Marketing. 23(3). pp.264-
273.
Ghosh, C., 2017. A Study on-Evaluating Marketing Strategies Adopted by Home Appliance for
Economic Development in India. International Journal of Social Sciences and
Humanities (IJSSH). 1(1). pp.9-15.
Gupta, P. and Shukla, S., 2017. Marketing, Advertising or Promotions: A Strategic Planning.
Journal of Accounting, Finance & Marketing Technology. 1(1). pp.8-13.
Gupta, V. K., 2017. Marketing Strategy: A War to Win. Journal of Management Science,
Operations & Strategies (e ISSN 2456-9305). 1(1). pp.21-24.
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.
Miles, J., 2014. Instagram power: Build your brand and reach more customers with the power of
pictures. New York, NY: McGraw-Hill Education.
Mummalaneni, V., 2014. Reflective essay and e-portfolio to promote and assess student learning
in a capstone marketing course. Marketing Education Review. 24(1). pp.43-46.
Nykiel, R. A., 2016. Marketing Your Business-A Guide to Developing a Strategic Marketing
Plan.
Westwood, J., 2016. How to write a marketing plan. Kogan Page Publishers.
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