Marketing Assignment - Woolworths Supermarket

Running head: MARKETING
Marketing
Name of student
Name of University
Author note

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MARKETING
Table of Contents
Introduction......................................................................................................................................3
Identification and analysis of market...............................................................................................3
SWOT analysis............................................................................................................................4
Relationship of marketing process with the organizational resources.............................................5
PESTLE analysis tool..................................................................................................................5
Legal factors.................................................................................................................................6
Environmental factors..................................................................................................................7
Role of marketing mix on the consumer behavior, sustainability and social justice.......................7
Sustainability principles...................................................................................................................9
Review.............................................................................................................................................9
Conclusion.....................................................................................................................................10
References......................................................................................................................................12
References......................................................................................................................................15

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MARKETING
Introduction
The report is presented to focus on the various aspects of marketing considering the
business organisation Woolworths Supermarket in Australia. The company is one of the leading
retailers, which offers a wide range of products and services online for the customers to fulfill
their needs and requirements. The organization offers grocery items, healthy meat, seafood, dairy
products and other health and beauty products too all over Australia and few of the neighboring
states. The analysis of market is done to identify the needs and requirements in the market and
provided products and services accordingly (Ayub et al., 2013). The impact of marketing mix
strategy on the buying behaviours of consumers will also be illustrated in this report. The
marketing activities will be managed by following the most effective sustainability principles
and maintain a good position within the business environment (Woolworths.com.au, 2017).
Identification and analysis of market
The analysis of market is done to identify the needs and requirements of the various
market segments and market the products properly to create a sustainable place in the Australian
market. The SWOT analysis and PESTLE analysis tools are used to analyse the market
conditions and determine the needs of people in the various market segments (Wilson et al.,
2012). The SWOT analysis would help in understanding the strengths, weaknesses, opportunities
and threats in the market while the PESTLE framework could help in identifying the political,
economic, social, technological, legal and environmental factors that might create an impact on
the marketing and business sustainability for Woolworths Supermarket, Australia (Baker, 2014).
The current years have been exceptional and noteworthy for the retail market in Australia,
because of which, there are enough scopes and opportunities for Woolworths Supermarket to

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MARKETING
deliver products and services according to the market conditions and gain the satisfaction of
customers too (Wedel & Kamakura, 2012).
The objectives of the report are to develop effective marketing approaches to enhance
product visibility, analyse the market conditions and develop sustainable approaches for
overcoming the environmental issues (Boone & Kurtz, 2013).
SWOT analysis
The various market segments targeted by the organisation are young adults, customers
who prefer healthy items, health conscious customers, etc. To identify and analyse the market,
the SWOT analysis framework is used for understanding its strengths, weaknesses, opportunities
and threats (Chen et al., 2014).
The strengths include its strong brand name and image, which has made it one of the
market leaders in the Australian retail industry, the leadership position and ability to exploit the
market potential through proper management of human resources, technological resources and
maintaining a good market presence. The proper utilization of resources has impacted the
external environmental factors and developed cost effective measures for reducing the packaging
and achieve zero food waste.
One of the major weaknesses of the company is the restrictions by Government on
keeping the costs of products higher, which has deteriorated the higher growth and sales level.
The opportunities have arisen because of the advancement in supply chains, changes in the
lifestyle and buying behaviours of the consumers and use of advanced technologies (Czinkota &