The Impact of Social Marketing on Woolworths' Profitability and Productivity: A Case Study

This research project investigates the influence of social marketing on the profitability and productivity of Woolworths, a leading Australian retail chain. The study aims to analyze the positive and negative impacts of social media tools and techniques on the organization's performance. Through a mixed-method approach, the research will utilize both qualitative and quantitative data sources, including literature review, surveys, focus groups, and interviews. The study will examine the use of social marketing tools in increasing Woolworths' performance and productivity, analyze trends in performance and productivity related to social marketing, evaluate the impact of social marketing on profit and performance, and explore potential negative impacts on organizational productivity and performance. The findings will provide valuable insights into the effectiveness of social marketing strategies for businesses and contribute to the understanding of its role in organizational success.

Project Outline, Topic and Data Presentation
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Contents
Research Outline........................................................................................................................3
Title of the project..................................................................................................................3
A brief statement of the problem...........................................................................................3
A brief methodology..............................................................................................................4
Secondary data sources and data............................................................................................5
References..................................................................................................................................6
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Research Outline
Title of the project
The impact of social marketing on the profitability and productivity of the organisation - ‘A
case study of Woolworths’
Figure: Social Media for Business
Source: (LinkedIn Corporation, 2018)
The above is the title of a research project in which the impact of social media tools and
techniques has been reflected in the context of the company Woolworths in terms of its
productivity and profitability.
A brief statement of the problem
The problem statement of the research study is to “Analyse the positive and negative impact
of social media on the organisational productivity and profitability”. The overall problem
revolves around the influence of social marketing on the organisational profit statement and
at its performance in respect of increase sales volume or productivity.
The problem statement mentioned has been significantly investigated and analysed through
the stated aims and objectives which are specified below:
Research Aim - To analyse the impact of social marketing on the productivity and
profitability of the organisation
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Research Objectives – There are various objectives stated below which are as follows:
 To determine the use of social marketing tool in increasing the performance and
productivity of Woolworths.
 To analysis, the trends of performance and productivity at Woolworths increased
due to the social marketing.
 To evaluate the impact of social marketing in increasing the profit and
performance within the organisation.
 To examine the negative impact of social marketing on the organisational
productivity and performance.
With the help of above-stated aims and objectives, it becomes easier to evaluate and
assess the impact of social marketing on the profitability and productivity of Woolworth.
In conducting the research study the aims and objectives specified above will provide an
appropriate direction and way to the research so that a meaningful conclusion can be
drawn (Cowden, 2014).
A brief methodology
For the particular research study the mixed approach will be used in which both of the
qualitative, as well as quantitative methods, will be deployed. The qualitative aspects include
the collection of data through the use of literature and other articles which reflect the thoughts
and opinion of various authors. On the other hand, the quantitative data will be collected
through the primary source in which the survey can be conducted to gather the required
information regarding the research topic. In addition to this, the quantitative method will use
the focus group, interview method, and others in order to know the impact of social
marketing on the profit and efficiency of the company. The respondents targeted will be the
stakeholders of Woolworth who will be consuming the Woolworth products and services.
The stratified sampling method will be used in which the respondents will be selected on
some basis and criteria’s such as respondents must be a user of Woolworth and others.
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Secondary data sources and data
The secondary data will be gathered and collected with the help of literature review. The
literature provides with the ideas, opinions, and belief of author and economists in regards to
the respective research topic. It is referred to as the qualitative information in which the data
is gathered from books, journals, and many others. The diagrams and statistical data will be
used to present such raw data and facts (Nekatibeb, 2012). The data collected from the
secondary sources will generate authenticating and reliable results as it is collected and
analysed from the already published sources. The qualitative method will be used to collect
the material on a research topic.
According to the Smits & Mogos (2013), the social marketing is a very useful tool in
enhancing the customer base and to cater to a larger market segment. In the present scenario,
the social media tools are widely used by the customer and are the most commonly used tool
in marketing and promotion of any products and services. The Woolworth Company make
use of such tool for increasing its organisational profitability and productivity and also aimed
at attaining a competitive position in the business market. Hence, in this way, the secondary
information will be gained in the research study.
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References
 Cowden, A. G. (2014). Effect of social media marketing on traditional marketing
campaigns in young Icelandic companies (Doctoral dissertation).
 LinkedIn Corporation. (2018). Social Media for Business. [Online] Slideshare.
Available at: https://www.slideshare.net/PresentationAdvisors/social-media-for-
business-5456817 [Accessed: 03rd April 2018].
 Nekatibeb, T. (2012). Evaluating the impact of social media on traditional
marketing.
 Smits, M., & Mogos, S. (2013). The Impact Of Social Media On Business
Performance. In ECIS (p. 125).
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