BUS710: Marketing in an International Environment

Added on -2020-02-18

| BUS710| 11 pages| 2324 words| 65 views

Trusted by 2+ million users,
1000+ happy students everyday

Showing pages 1 to 4 of 11 pages

Running head: MARKETING IN INTERNATIONAL ENVIRONMENT Marketing in International Environment Name of the StudentName of the UniversityAuthor Notes
1MARKETING IN INTERNATIONAL ENVIRONMENT Table of ContentsIntroduction......................................................................................................................................2Company Background.....................................................................................................................2Marketing Selection.........................................................................................................................4Macro Environment analysis.......................................................................................................4Micro Environment Analysis.......................................................................................................6Conclusion:......................................................................................................................................8Reference.........................................................................................................................................9
2MARKETING IN INTERNATIONAL ENVIRONMENT IntroductionThe aim of the current report is to analyse the marketing plan implemented byWoolworths Limited, which is one of the leading supermarket retail of Australia. The marketingplan of this current report will come to highlight upon the tools that have been used by thecompany in order to expand their business in the consumer market of the United Kingdom.Proper research has been done in order to analyse the internal and external environment of UKmarket. The purpose of the project include detailed analysis of the competitors within the marketis also done along with the techniques that will be used by the company in order to communicatewith target customers. It is essential for the Woolworths Company to use the scope and opportunity that existswithin the retail market of UK that will be the main objective of the international marketing plan.The rising demand of the UK retail market is the biggest scope that exists for Woolworths. Company BackgroundThe Woolworths Company is one of the major retail supermarkets giant that are spread inall over Australia and New Zealand. It is currently the largest retail unit in Australia and 19thlargest in the whole world. The headquarters of the company is located at Bella Vista of NewSouth Wales. It is the second largest private company of Australia in terms of the total revenue.The major product of the company includes all retail units. In recent times Woolworths have alsoinitiated Hotel service business. It was established in 1924 and currently has 202,000 employees.Total estimated revenue of the company is estimated to be AS$59 Billion that was calculated inthe financial year of 2016. The net profit of is estimated to be AS$ 1.2billion(Woolworthsgroup.com.au, 2017). There are nearly 3000 stores of Woolworths that are
3MARKETING IN INTERNATIONAL ENVIRONMENT located in all major cities across Australia and New Zealand. Nearly 29 million customers trustthe brand name of Woolworths, which has helped the company to expand throughout severalyears (Woolworthsgroup.com.au, 2017). One of the major aspects of the business strategy of Woolworths is to have partnershipwith several other small scale business owners and local manufacturers. These have helped thecompany to outsource the required workforce and raw materials that are needed in the businessoperations. The primary business goal and objective of the company is to focus on customerneeds and also maintain high level of transparency. This has helped them to gain significantreputation in the respective market and also raise their brand value. With the healthy reputation that Woolworths have in Australia and New Zealand market, thecompany is now aiming to expand in the UK region. Being one of the oldest retail units of Australia, the WoolworthsCompany has able togain huge popularity as a brand. It has also been able to expand their market share and developnew product and services. Strong customer support is also regarded as the biggest strength ofWoolworths that has allowed them have an effective distribution channel. Corporate strategies ofthe company have also allowed them to make best use of the available resources in order toprovide effective customer service. On the other hand, the main weakness of the company is due to the fact that theirpopularity is currently limited to Australia and New Zealand market. Due to low presence ininternational market, the company may suffer due to poor level of market entry. The onlinewebsites of the company are also not well developed in according to the current Technology.Hence it may be difficult for them to promote their business in the UK region.

Found this document preview useful?

You are reading a preview
Upload your documents to download
or
Become a Desklib member to get accesss

Premium

$45

Q&A Library Access

Chat support

12

Document Unlocks

4

Answer Unlocks

Students who viewed this