Strategic Marketing Management Assignment Sample

The purpose of this report is to understand the role of strategic marketing at Woolworths Organization. The organization serves approximately eighteen million consumers each week and the organizational members value each of them. Moreover, the report throws light on the marketing tools required to develop the strategic marketing strategy. In addition to this, the report highlights the appropriate techniques of marketing for the Woolworths Company. Last but not the least; it can be recommended that Woolworths Company need to focus on their electronic marketing strategy, as it is of prime importance, in today’s business scenario.  >>Get more study resources related to the Woolworths Company/Orgaization

Running head: STRATEGIC MARKETING MANAGEMENT
Strategic Marketing Management
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Executive Summary
Strategic Marketing Management can be referred to the approach of understanding the basic
elements of marketing, but from a strategic perspective. It offers a detailed framework for the
strategic planning and also outlines a structure for understanding, solving and identifying the
problems of marketing. The purpose of this report is to understand the role of strategic
marketing at Woolworths Organization. The organization serves approximately eighteen
million consumers each week and the organizational members value each of them. Moreover,
the report throws light on the marketing tools required to develop the strategic marketing
strategy. In addition to this, the report highlights the appropriate techniques of marketing for
the Woolworths Company. Last but not the least; it can be recommended that Woolworths
Company need to focus on their electronic marketing strategy, as it is of prime importance, in
today’s business scenario. Moreover, online marketing has also taken a successful place in
the retail industry and thus, Woolworths can practice the same in order to sustain in this ever-
competitive business market.

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Table of Contents
Introduction................................................................................................................................3
Background of the company..................................................................................................3
Section 1.....................................................................................................................................4
The role of strategic marketing in an organization................................................................4
The processes involved in strategic marketing......................................................................5
The links between strategic marketing and corporate strategy..............................................6
Section 2.....................................................................................................................................7
Assess the value of models used in strategic marketing planning.........................................7
Discuss the links between strategic positioning and marketing tactics................................10
Analyse the merits of relationship marketing in a given strategic marketing strategy........11
Section 3...................................................................................................................................13
Use appropriate marketing techniques to ascertain growth opportunities in a market........13
Plan how to use marketing strategy options in a market......................................................14
Create appropriate strategic marketing objectives for a market...........................................16
Section 4...................................................................................................................................18
The impact of changes in the external environment on a marketing strategy......................18
Internal analysis to identify current strengths and weaknesses in a marketing strategy....19
Strategic marketing responses to key emerging themes in a marketing strategy.................20
Recommendations....................................................................................................................21
Conclusion................................................................................................................................21

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Reference List..........................................................................................................................23
Introduction
Background of the company
Woolworths started its business in the year 1924 in a basement in the Imperial Arcade
of Sydney, Australia. The founder of the company was Percy Christmas and began to provide
the products and services at a cheaper rate to the customers, which has been the basic
foundation of the policies and values of the company till the present date. The company
became a chain in the year 1927 when they opened up their second store in the Queen Street
area of Brisbane. The company was progressing at a faster rate due to the effective marketing
strategies that had been taken up by the company (Arli et al. 2013). This led to the opening up
of a store in New Zealand by the end of 1929 and had 16 stores across different regions in the
Australian region. The use of radio in their marketing strategies during the year 1937 also
showed that they were advanced in their marketing skills, which helped them in attracting a
large number of customers. The company tied up with a radio programme known as ‘Rhythm
Round Up’ in Station GB present in Sydney (Atapattu and Sedera 2013).
The company also looks after its employees that help them in earning a better rate of
profit, as they launched a Staff Assurance scheme in the year 1939 that helped in looking
after the employees after they retired from the organization. This allowed in gaining the trust
of the employees so that they can work in a diligent manner (Wu et al. 2015). This report will
try to highlight the major marketing strategies that have been taken up the company in the
recent years that has helped them in surviving the competition that is present in the market. It
will also highlight the processes that are involved in the strategic marketing so that they can

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target the customers who are willing to purchase the products and services from the
organization (Richards et al. 2013).
Section 1
The role of strategic marketing in an organization
The use of strategic marketing helps in selling the product of the company that will
result in achieving the short and long-term goals. It results in increasing the sales and revenue
of the company by creating a new brand within the market. It is conceptual in nature and
helps the products to be sold in a specific manner. Tactical marketing on the other hand
provides the different strategies that are present in the market to the company by creating
profiles of the customers based on the demographic factors that are present in the area. It
helps in providing all the necessary information regarding the customers that are present in
the market so that it can help in providing the necessary products and services to them
(Tomczak, Reinecke and Kuss 2018).
Woolworths have been using the strategic marketing process that has helped them in
increasing their sales, which has resulted in better rate of revenue. The tactical marketing
procedure has been considered by the company, which has resulted in understanding the
needs and preferences of the consumers. This has helped in providing the products and
services to the customers based on their needs and demands (Armstrong et al. 2015). The
company makes it a point to appoint representatives so that they can survey the market from
time to time that will result in understanding the demands of the customers. This led to the
increase in the competitive advantage of the company, as the company was able to meet the
requirements of the customers. The relationship with the customers was also positive in
nature, as the trust levels increased with the customers that helped in selling the products to a
great extent (Turnbull and Valla 2013).

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The processes involved in strategic marketing
There are different processes that help in implementing the strategic marketing
concepts in the organization. The first process includes the planning phase that comprises of
three different procedures such as the situation analysis, market product focus and goal
setting and marketing program. The situation analysis helps the company in analysing its
strengths and weakness along with the opportunities that are present in the market by
understanding the external environment under which the company is operating. The situation
analysis also provides a competitive advantage to the firm, as they would be able to sell more
of the products so that it can increase the level of profits (Czinkota and Ronkainen 2013).
The focus on the market products along with the setting of the goal will help the
company in identifying the needs and preferences of the customers so that it can target the
right customers to whom the products can be sold in an effective manner. The goals that will
be set by the organization will help in increasing the sales on the market so that the products
can be accepted by the customer. The differences in the products that will be sold by the
company will help the customers in distinguishing the products at a lower price that is being
supplied by the company in the market (Ahmed and Rafiq 2013). This will also result in
increasing the advantage of the company in the market, as they will be able to understand the
prices at which the customers will be willing to accept the products. The positioning of the
company in the market is also important, as it will help in targeting the right customers for
the products and services that are being supplied by the company. The marketing programme
is the process that is included in the planning phase as well, which helps in understanding the
marketing tools in a proper manner. This will help in preparing the budget so that the

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expenses and the revenues can be estimated in a proper manner (Feliz, Rauschnabel and
Hinsch 2017).
The implementation phase is where the steps such as allocation of the resources,
designing the marketing strategies that will be taken up by the organization along with the
schedules need to be developed. This will help the company in implementing the strategies
that has been discussed in the planning phase. The last process is known as the concept phase,
which will help the company in making better comparisons regarding the plans that have
been done so that the changes that have taken place can be identified in a proper manner
(Brodie et al. 2013).
The links between strategic marketing and corporate strategy
The corporate strategy helps the company in proceeding towards a particular direction
that has been predefined by the upper management so that the goals and objectives can be
met in a proper manner. The strategy is made based on the current fiscal year so that it can be
developed. There is a linking between the corporate strategy and strategic marketing, as the
marketing processes of the company depends mostly on the strategies that are adopted by
them. The relationship between these two variables helps in sensing the market in a proper
manner so that the target customers can be identified. It also enables the company in
identifying the products that they can offer to the customers, which will help in increasing the
sales (Kotler 2015).
The link between the corporate strategy and strategic marketing is that it helps in
creating a value chain where the production, communication and delivering of the product
can be done according to the needs and preferences of the customers. The link is that it can
provide a better sense of the product to the organization, as the target customers can be
identified and help in delivering the products in a convenient manner (Morrison 2013). The

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acquisition of the customers that is the activities that are present for promoting the products
can help in attracting the customers in a proper manner. The core competency is also linked
with these two variables, as it helps in advertising the marketing the products in a better
manner. It also allows the organization in differentiating the products from its competitors so
that it can enable them in gaining a competitive advantage in the market. It also helps in
defining the different products that are present in the market so that it can help them in
enjoying a competitive advantage in the market. The delivery of the product will also result in
increasing the profits in a proper manner, as the company will take in to consideration the
needs and preferences of the customers as well (McDaniel and Gates 2013).
Section 2
Assess the value of models used in strategic marketing planning
The different models that are present in the strategic planning helps in understanding
the internal and the external analysis of the company based on which the marketing strategies
can be adopted. The internal analysis can be done with the help of SWOT that will help in
identifying the strengths, weaknesses, opportunities along with the threats that are present in
the market for the organization. This will help the management in understanding the
important strategies that needs to be taken up so that the company can operate in a successful
manner within the market (Salar and Salar 2014).
The strengths of Woolworths are that it is one of the leading retailing industries in
Australia. This has helped the company in exploiting the potential that is present in the
market along with the use of the resources in an efficient manner. This has led to a stronghold
position of the company in the market so that their presence can be felt within the market
where they are operating (Bas 2013). The company is also a successful brand, as it has
launched different products under its own brand label. This has helped in increasing the

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position of the company among the customers as well. The company also makes it a point to
reduce the carbon footprints by innovative packaging for the products so that the waste
products can be curbed to a greater extent (SyazwanAbTalib and Bakar Abdul Hamid 2014).
The weaknesses of the company are that the strategy for the growth of the company is
impacted through the external conditions that are present in the market. The company does
not have a presence in a stronger manner on the global environment compared to its
competitors. This has reduced its competitive advantage in the market, as a result of which
the brand is failing in the other markets. The government of Australia has also restricted the
company in keeping a high price of the products in the market, which has also turned out to
be a major weakness for the company (Shabanova et al. 2015).
The opportunities that is present for the company is that it has a better potential for its
growth in the market due to the advances that are present in the technological aspects. The
changes in the lifestyles of the consumers also need to be taken in to account so that the
products and the services can be provided to the customers according to their needs and
preferences. The company also needs to adopt different strategies so that it can adjust itself
with the different needs of the customers (Tsitsiloni, Grigoroudis and Zopounidis 2013).
The threats of the company are the increase in the price of the raw materials that has
affected their level of profit as well. The recession that has taken place in the Australian
economy has also affected the ability to make more money by the company. There is a huge
competition with Coles, as they also try to attract more number of customers by providing the
products at a lower price. The rise in the competition has also affected the level of sales for
the company, which has to be taken in to consideration by the management of the company
as well (Shabanova et al. 2015).

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The Ansoff matrix is an approach that helps in understanding the potential risks that
are present along with the options that can be devised for the company so that it can help in
the smooth operation as well.
There are four quadrants in the matrix where the lower left quadrant is known as
market penetration. The product development is at the lower right quadrant, which indicates
that it is risky to some extent. The market development is in the upper left quadrant and
diversification is at the upper right quadrant (Hussain et al. 2013).
Woolworths need to understand the matrix in a proper manner so that it can help them
in managing the resources in an efficient way. This will help in formulating the strategies so
that the level of profits can be increased to a greater extent. The market development
quadrant needs to be analysed by the company so that it can identify the opportunities and
threats that are present. The use of the different channels of sale will allow the company in
increasing the sales of its products so that the level of profit can increase as well. The
segmentation of the customers also needs to be done so that it can allow Woolworths in
understanding the major customers who are willing to take the products and services
provided by the company. The use of the marketing tools will allow the company in

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repositioning their products in a proper manner as well so that the buying behaviour of the
customers can be influenced in a proper manner (Medarac, Vignali and Vignali 2016).
The diversification strategy is risky in nature that needs to be understood by
Woolworths in a proper manner. The company needs to diversify its products according to
the needs of the customers so that it can enhance the level of profit as well. The
diversification strategy is also risky, as the products may suffer from adverse circumstances,
as the customers would not like to purchase those products. This might lead to the loss of the
company as well. The company needs to have expert knowledge on the economies of scale so
that they can be able to differentiate the customers according to the products and services
(Yin 2016).
The market penetration strategy will help in developing new marketing strategy for
the company so that the choice of products can be increased among the people. The company
can also introduce loyalty schemes, where the loyal customers can be rewarded with bonus
points and may get an additional discount on the products that they are purchasing. The loyal
customers also need to be called during the launch of new products or promotional strategies
that may help in increasing the activities related to sales (West, Ford and Ibrahim 2015).
The product development quadrant will allow the company in developing the products
in a new variety by packaging it a better way. This will allow the company in attracting more
number of customers towards the products so that the sales can be increased as well. The
repackaging of the products will help in attracting more number of customers toward the
stores. The service that is provided to the customers also needs to be increased so that the
level of efficiency can be maintained within the company by the employees (Baker and Saren
2016).

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Discuss the links between strategic positioning and marketing tactics
Segmentation of customers is very important for the company, as it helps in
understanding their needs, demography of the area and the purchasing habits of the customers
as well. Woolworths need to understand the market where they are operating in a proper
manner so that it can allow them in segmenting the customers according to the different
variable. This will give them a chance in understanding the needs and preferences of the
customers so that the products could be sold in a proper way in the market (Michelon, Boesso
and Kumar 2013).
Targeting the customers will also be helpful for Woolworths, as it will allow them in
influencing the customers in purchasing the products. The image of the company has to be
developed so that the messages of the products can appeal to the customers and influence
their buying habits as well. Targeting the customers in the right manner will allow
Woolworths in spreading the message related to the product in a proper manner so that the
sales can be increased as well (Ottman 2017).
The positioning of the company also needs to be understood due to the introduction of
new marketing strategies. The positioning strategy will also help the company in securing its
position the market based on the lifestyles and demographics of the customers. This helps in
attracting more number of customers so that the sale of the products can be increased within
the company (Purce 2014).
There is a link between the positioning and marketing tactics, as it will help
Woolworths in using the tools of marketing so that it can segment and target the right
customers. This will help in understanding the needs of the customers in a better manner so
that the products can be made according to the needs and preferences of the customers
(Piercy 2016). The availability of the right products in the market by the company will result

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in attracting more number if customers towards the company. The promotional tactics need to
be adopted in a better way so that more number of customers can be aware of the products
that are being sold by the company (Ryan 2016).
Analyse the merits of relationship marketing in a given strategic marketing strategy
Relationship marketing helps the customers in recognizing the brands that are being
offered or manufactured by the company through various campaigns. The lifetime value of
the customers along with their buying behaviour needs to be analysed so that it can help the
company in approaching them in a better way (Cornelissen and Cormelissen 2017). The use
of this marketing strategy will also help Woolworth in using the resources that are available
to them in a proper manner so that the problems of the customers can be solved. The positive
experiences of the customers regarding the particular brands will result in satisfying the needs
of the customers so that they become loyal towards the company (Nagle and Muller 2017).
There are different benefits of using the strategy of relationship marketing such as
customer experience on a consistent manner. Woolworths need to align themselves in a
seamless manner so that the information regarding work can be shared and addressed to in a
minimized effort. This is an important factor, as it will help the company in providing better
experience to the new customers who are coming in the company. The issues of the
customers also need to be reduced so that it can provide them an efficient customer
experience (Strauss and Frost 2016).
The next benefit is the feedback of the customers where the company needs to take up
effective methods of communication that will allow them in handling the complaints in a
better manner. Woolworths also needs to pay attention towards the positive trends that are
present in the market so that they can make proper adjustment in the products for increasing
its sales (Scott 2015). Another benefit is that the process of innovation can be increased for

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the products by the company as well. This is due to the fact that the views of the customers
will be taken in to account by the company so that the products can be made according to
their needs and preferences. The active participation of the customers in developing the
products will result in attracting them towards the company as well (Finch, Nadeau and
O’Reilly 2013).
Another benefit in using relationship marketing is that it will help the advocacy power
among the customers as well. Since the customers will be able to share their ideas regarding
the products, it will help Woolworths in taking the recommendations in to account while
making the new products. Finally, it would lead to a better experience among the customers
with respect to the products (Kotler 2015).
Section 3
Use appropriate marketing techniques to ascertain growth opportunities in a market
Woolworths need to adopt the ‘Lean Retail’ model, which will help them in
capitalizing on the opportunities of growth that are present in the market. This will help in
increasing the life cycle of the products along with the nature of innovations as well. The
growth opportunities of the company need to be analysed according to the needs that are
present in the market so that it can help in attracting more number of customers (West, Ford
and Ibrahim 2015). The company will be managing its level of inventory in a proper manner
at all the stages of production so that the cost can be reduced to a great extent. Woolworths
also need to track the flow of the products in the retail outlets so that the services can be
provided in an efficient manner. It will also allow the company in mapping the products in a
proper manner so that the outflow and inflow of the products can be maintained in a proper
manner (Eden and Ackermann 2013).

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The Australian market is competitive in nature with respect to the retailing industry,
which needs to be managed in a proper manner. This will help in providing an overview
regarding the work that needs to be performed within the organization. The control over the
job processes within the organization will help in disbursing the services in an efficient
manner, which will eventually lead to a competitive advantage for the firm. Since the start of
protecting the environment, the company needs to manage its waste products in a proper
manner that will help in its growth. The reduction in the carbon footprints of the company by
efficient packaging system and other technological advancements will result in attracting
more number of customers. This will also be a useful growth tactic due to the Corporate
Social activities that the company will be undertaking. It will also lead to increasing the level
of profits (McDonald and Wilson 2016).
It is very important for the company to take care of its employees so that it can lead to
a better level of efficiency among the workers. The company needs to provide the employees
enough space so that they can balance their personal and work life in a proper manner. In the
recent environment, it is seen that employees need to be provided with ample space so that
they can exercise their rights within the organization and the level of compensation provided
to them needs to be correct (Scott 2015). The use of the right techniques up on the employees
by Woolworths will help the company in attracting the experienced employees so that the
level of sales can be increased. The company also needs to use the latest promotional
activities so that it can help in reaching a large number of customers as well. This will ensure
that the products can be sold to a wider range of customers. The different techniques of
promotions such as hoardings and billboards and using a creative sense in making the
advertisements will also result in increasing the level of sales for the company (Kotler 2015).

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Plan how to use marketing strategy options in a market
The marketing manager of Woolworths needs to introduce certain marketing options
that can be developed further into a successful marketing technique. The Ansoff matrix
marketing strategy option is the most probable one for the success of the business.
Woolworths can utilize the marketing strategy as it is a core strategy tool of businesses and it
is widely used by the top companies. Under this particular strategy, Woolworths will be able
develop a growth strategy in their business (Argenti 2018). The growth strategy can be
developed by varying the product growth of Woolworths with the growth in the Australian
markets.
The Ansoff matrix marketing strategy delivers four different strategic options and
each of them has a different risk level. Woolworths can utilize the strategy of ‘Market
Penetration’ as it has lowest level of risk. By utilizing this strategy, Woolworths can sell their
existing products or services into the current Australian markets. This is possible where the
markets are growing in a rapid manner and where the companies are prepared to utilize their
elements of marketing mix. Woolworths can use some techniques of additional promotional
activities, price discounting and others, in order to penetrate the Australian markets at the
competitors’ expense (Moriarty et al. 2014).
Another strategic option is the product development strategy, which discusses about
the development of new products for existing customers or markets. In this strategy, the
promotion and product elements of marketing mix may change and therefore, the risk level is
higher as compared to the market penetration. Woolworths need to take into consideration the
success factor of this strategy into the markets of Australia. The success of the product
development strategy is totally dependent upon the Woolworths Company and how it will be
able to conduct the research procedures and that too, in an effective manner (Armstrong et al.

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2014). Moreover, they need to understand the needs of the customers and Australian markets,
in addition to their internal competencies and capabilities to drive innovation.
The third option of marketing strategy involves taking the existing products to the
new markets of Australia, utilizing the marketing development strategy. This can be a bit
riskier as compared to the market penetration strategy. It can be challenging for the
Woolworths Company to gain an understanding of the Australian markets’ complexities. The
key changes in marketing mix are namely, place and promotion. Place refers to the number of
new routes or channels Woolworths may utilize to market or promote to the new segments
(Sultan, Wong and Sigala 2018).
The final strategy which Woolworths Company may utilize is diversification for
developing new services or products for the new market segments. However, this strategy is
the riskiest one as the company may have to move to some unfamiliar zone other than their
existing Australian market. The Woolworths Company can mitigate the risks by undertaking
the diversification strategy. With the help of this strategy, the company can gain potential or
highest returns (Lewis and Huber 2015). Therefore, the organization may adopt these
marketing strategies in order to reach various markets.
Create appropriate strategic marketing objectives for a market
There are various options available for the Woolworths Company, which includes
growth opportunities as well. However, it is immensely important that the company’s
marketing objectives are crystal clear, especially for the strategic marketing initiatives. The
marketing objectives are considered to be a crucial factor for guiding the individual efforts
and the company’s resources involved. Moreover, they are the goals that are set by the
Woolworths Company for promoting their services or products to its potential customers,
which should be met within the given span of time. In simpler terms, the marketing

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objectives can be referred to the marketing strategies set for achieving the overall objectives
of the organization (Azeem et al. 2018).
The appropriate strategic marketing objectives for Woolworths Company are;
 Building a store-led team, culture and strong customer base,
 Generating a sustainable sales momentum,
 Evolving their beverages section in order to provide the customers with more
convenience and value,
 Empowering their portfolio businesses in order to pursue the strategies and deliver
shareholders’ value.
 Becoming the lean retailer by systems excellence and end to end processes.
Woolworths Company’s appropriate strategic marketing objectives starts with
building a strong team of retailers, which will listen to the demands and needs of the target
customers, suppliers as well as the organizational team members. The company conducts a
program namely, ‘Voice of the Customer” all across their huge variety of brands, in which
the support office team and other store teams receive feedbacks from their customers and that
too, on a daily basis. This helps the organizational team members to focus on their everyday
job responsibilities (Rundle-Thiele, Dietrich and Kubacki 2017). In addition to this, they also
strive to improve their store offers as well as the shopping experiences for the target
customers. The company’s core objectives are focused on to lead the industry and deliver the
best to their target customers.
Moreover, Woolworths Company’s objectives also throw light on generation of
revenue through the unexploited markets of other countries. The innovativeness in their
marketing strategies will help them in generating creative as well as innovative ideas for the
product or service sales. In addition to this, the company is deeply engaged into enhancing

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customer satisfaction, by introducing new range of products. They are also improving their
food and beverage section in order to serve the customers as per their choices and demands.
They aim to place the customers at the heart of their business by listening to their demands
and creating new and modern ways to shop with Woolworths (Sutton-Brady, Taylor and
Kamvounias 2017).
Last but not the least; Woolworths’ objectives also involve earning competitiveness
within the markets of Australia. The company is building over the uniqueness and
innovativeness quotient of each product, brand or service, in order to sustain high
competition. Customer care executives of Woolworths communicate with their target
customers, on a regular basis and most importantly, they listen to their queries and issues. In
addition to this, they even conduct researches in order to figure out what their customers
think of their stores, services and offers (Argenti 2018). Therefore, these are the major factors
which help them in standing apart from their competitors.
Section 4
The impact of changes in the external environment on a marketing strategy
The formulation of strategy always starts with the evaluation of the process which
gives shape to the competition in the industry on which the company is situated. For instance,
in this report, Woolworths Company has been considered in the Australian competitive
market. The goal of changes in a company is intended to find out the opportunities and look
out for the traits that might hamper reputation of the company. By understanding the
Strategies and identifying opportunities the company will be able to service the performance
of its Rival companies in the competitive market (Beech and MacIntosh 2017). The impact of
changes and external environment of Woolworths over marketing strategies will arise when it
would take advantage of the completed conditions in the environment to formulate and

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incorporate the strategies for bringing in more profitable business. On the other hand It let's
do take place when the conditions in the external environment poses and integrity and
profitability state into the company's business. In this respect it can be said that there are two
types of marketing environment in which the company Woolworths operate, one, external
environment and the other, the internal environment (Beneke and Trappler 2015).
Woolworths need to make sure that the marketing strategy of the company always
succeeds in the external environment because it is important to realise the implications of the
factors without violating or being unfavourable in the market.The external environment of the
company puts a direct influence on it. Even though the components of the environment are
not directly apart but their existence in the market might become an advantage or
disadvantage for Woolworths (Jie, Parton and Chan 2015).
Internal analysis to identify current strengths and weaknesses in a marketing strategy
Strength-
 Strong brand identity
 Effective performance
 One of the oldest companies to introduced retail marketing
 Widely popular with 800 stores and 30,000 employees
 Successful in managing popular on store brand such asLadybird and Chad Valley
Weakness-
 Global presence in comparison to the rival companies
 significant competitive advantage

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 response to e-marketing does resulting in competition with low price and more
experience (Manzaneque Corona 2014)
Opportunity-
 Effective promotion through saves advertising and sponsorship
 Growth and development to strategic merger and acquisition and adopting
franchising models in the upcoming economies
Threat-
 Change in the cost of raw material in both the food and non- fooding sector will have
an impact on the profit margin of the company
 Recession in the market code hampered in the entire growth strategy of the scope of
opening more stores
 The international companies can present stiff competition (Scott and Walker 2017)
Strategic marketing responses to key emerging themes in a marketing strategy
From the swot analysis that is conducted on the company Woolworths it can be
inferred that it is one of the leading retailing industry in the Australian market. Being a leader
in the Retail Industry woolworths got the upper hand in using its potential to present in the
competitive market by using different resources in a suitable manner. It has resulted
woolworths to build a Farm base in the competitive market and spread their presence among
the Rival companies. Moreover the company has faced success in others spheres by creating
its own local brand.However the weaknesses of the company is reflected in the way that their
strategy to grow in the market is affected by the external factors (Methner, Hamann and
Nilsson 2015). In comparison to the Rival companies woolworths does not have a strong
presence in the international market and it is considered to be a prime weakness on the part of

21STRATEGIC MARKETING MANAGEMENT
the company. It has led to a loss of competitive advantage and therefore the company is not
being able to succeed in other sectors apart from the retail. In order to get over their
weaknesses the company can walk on the opportunities for effecting their growth in the
market. They should start working on different strategies in order to arrange themselves with
the different needs and ones of the customers. The company can adopt Change management
in their working structure to meet customer demands and retain their satisfaction. By doing so
they can get over the threats that they are facing in the form of increase in the price of raw
materials which has affected their profit margin.Woolworths also faces tough competition
from other retail companies like only and cold and the contemporary session has also affected
their revenue margin.
Therefore, the local, national and global marketing themes that can be identified in
Woolworths include their urgency to spread on a global platform and adopt different
strategies to maintain customer satisfaction. It can be proposed that they, being the pioneering
leader in the retail industry, need to have maximum appeal to their target market. They can
work on their external and internal factors which were identified in the course of this report to
make a strong position for them the marketing theme spread through this reported hinted at
the stiff competition from rival companies and the increasing price of raw materials (Spillan
and Ling 2015). Adopting new strategies will be helpful in getting over the barriers and
retaining their position in the market.
Recommendations
Therefore, it can be recommended that the company should start focusing on their e-
marketing as it is the prime important factor in today’s business. Online marketing has taken
a successful shape in the retail industry and therefore, Woolworths should do the same to
sustain in the competitive market. Coles and Aldi are the remarkable competitors of
Woolworths and they must amend their strategies to combat competition. They can use the

22STRATEGIC MARKETING MANAGEMENT
approach of Ansoff matrix to evaluate the risks that might be present within the market and
they can take appropriate measures to overcome those risks. It will be helpful in their smooth
operation and they can easily penetrate the international market with this particular strategy.
Conclusion
It can be concluded from this report that the internal and external factors were
identified to gauge the risk posed to the future of the company. From the entire report, it can
be inferred that positioning of the company is very important while incorporating the new
marketing strategies. The reason behind this is that there is a strong connection between the
marketing tactics and the positioning of Woolworths. The company will also need to realize
the customer demands and bend their strategies accordingly. The marketing behaviour of
Woolworths is clearly described throughout this report to help to look into the gaps and work
on the potential of the company.

23STRATEGIC MARKETING MANAGEMENT
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