The Impact of Marketing on Sales in the Retail Industry in Australia

Running Head: RESEARCH PROPOSAL
RESEARCH PROPOSAL
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1RESEARCH PROPOSAL
Table of Contents
Chapter 1: Introduction....................................................................................................................3
1.1 Background of the company..................................................................................................3
1.2 Problem Statement.................................................................................................................3
1.3 Aim........................................................................................................................................4
1.4 Objectives..............................................................................................................................4
1.5 Research Questions................................................................................................................4
1.5 Research Project Justification................................................................................................4
1.6 Potential Outputs...................................................................................................................5
Chapter 2: The Conceptual Framework...........................................................................................6
2.1 Introduction............................................................................................................................6
2.2 Focusing on target accounts...................................................................................................6
2.3. Consumer sensitivity............................................................................................................7
2.4 Gather sales intelligence........................................................................................................7
2.5 Value proposition...................................................................................................................8
2.6 Market entry strategies..........................................................................................................8
2.7 Corporate decision making....................................................................................................9
2.8 Conceptual framework.........................................................................................................10
2.9 Hypothesis...........................................................................................................................10
Chapter 3: Methodology................................................................................................................11
3.1 Introduction..........................................................................................................................11
3.2 Research philosophy............................................................................................................11
3.3 Research approach...............................................................................................................11
3.4 Research design...................................................................................................................12
3.5 Data collection process........................................................................................................13
3.6 Data analysis plan................................................................................................................13
Chapter 4: Research Project Organisation, Budget and Schedule.................................................15
4.1 Budget of the research.........................................................................................................15
4.2 Schedule of the research......................................................................................................16
4.3 Organisation of the study.................................................................................................16
5.0 Reference.................................................................................................................................18

2RESEARCH PROPOSAL
Research topic: The impact of marketing on sales in retail industry in Australia- A case study
of Woolworths
Chapter 1: Introduction
1.1 Background of the company
Woolworths is basically an Austalian owned Retail Company with more than 10,000
stores across the globe. The company has its outlets in approximately 20 countries.
Therefore, the estimated revenue that the organisation has earned is worth of more than €50
billion. Established in the 1946, Woolworths had its presence in the Australian retail sector
since 1913. It was the year 1967, Woolworths initiated its international expansion and
entered into the international market in a much later phase in 2001. Like in other stores
across the world, in Australia also Woolworths tried to establish its discount supermarket
business. Woolworths opened its first store in Sydney and witnessed a rapid growth with
12.6% market share in the yearly phase of 2016. In Australia, this retail giant has more than
500 stores that operates successfully and effectively. Various kinds of products are offered by
Woolworths such as food, beverages, toilet papers, sanitary articles and so on. Therefore, the
product diversities make the company one of the successful retail companies across the
world. In this regard, it is important to understand the marketing principles and strategies that
Woolworths follows in order to bring success and achievement in its business. The research
tries to put emphasis on that prospect.
1.2 Problem Statement
Due to huge competitiveness in the Australian retail market, it becomes a pertinent factor
for the retailers to envisioned extensive and effective marketing strategies. It requires further
research into the Australian market. The fluctuating nature of the customer behaviour in

3RESEARCH PROPOSAL
Australian retail market and their inclination towards buying products with a low price make
it vulnerable and competitive for the retail companies in Australia to deal with the process
effectively. As a result of that the intensity of marketing research and strategy seems highly
pertinent for the retail organisations like Woolworths to survive profitably in the Australian
market and focusing towards maximise the profit as far as possible.
1.3 Aim
The aim of this research is to analyse the impact of marketing on sales in the retail
industry in Australia.
1.4 Objectives
 To identify the role of marketing on sales in Australian retail industry.
 To analyse the key characteristics of marketing that affect sales.
 To recommend a proper action that can help to formulate a marketing plan for sales
growth in Australian retail business.
1.5 Research Questions
i. What is the role of marketing on sales in Australian retail industry?
ii. What are the key characteristics that affecting sales?
iii. What is the recommendation for making a good sales plan by weighting on marketing in
Australian retail business?
1.5 Research Project Justification
The Australia retail sector is one of the fast growing industry in recent times. One of the
major factor for this growth is considered to be the high business exposure and
competitiveness in the market. Retail giants like Coles and Woolworths are dominated the