Marketing Report For Woolworths Australia

Running head: MARKETING REPORT FOR WOOLWORTHS
Marketing Report for Woolworths
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MARKETING REPORT FOR WOOLWORTHS AUSTRALIA1
Table of Contents
Introduction......................................................................................................................................3
1. Woolworths Supermarket – An Overview...............................................................................3
2. Situational Analysis of Woolworths Australia.........................................................................4
2.1. External Environment Analysis........................................................................................4
2.2. Internal Environment Analysis.........................................................................................6
3. Market Segmentation...............................................................................................................9
4. Marketing Strategies of Woolworths Australia......................................................................10
5. Corporate Social Responsibility of Woolworths Australia....................................................12
6. Recommendations for Future Improvement...........................................................................13
Conclusion.....................................................................................................................................14
References......................................................................................................................................15

MARKETING REPORT FOR WOOLWORTHS AUSTRALIA2
Introduction
Woolworths is one of the largest retail stores in Australia. The Woolworths Supermarket
is renowned for its fresh food, especially groceries and it is seen to cater to a vast clientele across
the length and breadth of the country. Woolworths is particularly well-known for the superior
quality of its meat, fish and dairy products and attracts customers of every budget and social
background (Bailey, 2017). The company has been in existence for quite some time now and is
seen to hold onto a substantive and loyal customer base (Bailey, 2017). This assignment prepares
a marketing report that assesses the position which Woolworths Supermarket holds in Australia,
with reference to its competitors, customer segmentation and consumer behavior. For this
purpose, a detailed situational analysis is carried out for the Woolworths Supermarket, followed
by an analysis of the marketing strategies of the company. The report concludes with a number
of effective recommendations that the company can take into consideration, in order to be able to
grow and expand in the near and in the distant future.
1. Woolworths Supermarket – An Overview
Woolworths Australia is a large scale retail chain that operates in several cities and towns in
the country of Australia and which relies on an extensive and faithful client base for the
marketing of its goods and services (Burns et al., 2016). The fresh foods and groceries on offer at
Woolworths Supermarket are simply delectable and provide guaranteed satisfaction for those
who consume them or avail them on a regular basis. One of the biggest advantages of shopping
at a store like Woolworths Australia is the fact that it offers its goods at prices which are highly
competitive, thus enabling customers from diverse economic and social backgrounds to purchase

MARKETING REPORT FOR WOOLWORTHS AUSTRALIA3
goods and commodities at reasonable prices. In addition to being able to avail goods at
affordable prices, there are regular deals and discounts on offer for the fresh foods sold at
Woolworths supermarket that further add to the appeal of the foods or food products that are
associated with this particular supermarket chain. Woolworths Australia is not a company that is
known to compromise with the quality of its products and manages to ensure the satisfaction of
customers, new and old, continuously by providing them with the best quality fresh foods and
groceries to choose from on a daily basis (Cadotte, 2016). There is great variety associated with
the groceries and fresh foods on offer at Woolworths Australia. The company is seen to have an
active online presence as well and has acquired much name and fame in the recent past because
of the environment friendly approaches that it has undertaken towards the marketing of its goods,
more of which will be discussed in the subsequent sections below. Woolworths Australia takes
corporate social responsibility very seriously, and has been passionately involved in the
upliftment of Australian society through the removal of social ills, something that has further
added to the excellent reputation that this business is seen to enjoy in the country of Australia
(Chen & Wu. 2016).
2. Situational Analysis of Woolworths Australia
2.1. External Environment Analysis
The analysis of the external environment in which Woolworths Australia is seen to
operate, including the competitor analysis for the company, is going to be undertaken using the
tool of Porter’s 5 Forces.
Competitive Rivalry – The threat of competitive rivalry is something that is quite high for a
company like Woolworths Australia. This is because other retail stores like Tesco Australia and