Marketing Management - Objectives, Concepts and Strategies of Woolworth

Running Head: MARKETING MANAGEMENT 1
Marketing Management
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MARKETING MANAGEMENT 2
Corporate objective is an interpreted and achievable goal that is set by an organization,
which affects the internal strategic decisions of the organization. The vision of Woolworth is
delivering the best and right experience in shopping every time. The mission statement is that as
committed retailers, they understand and lead their clients through greatness and a deep
understanding of their products and services (Arli, Dylke, Burgess, Campus, & Soldo, 2013).
The primary objective of the firm is to build a low-price, high-quality products and services, and
an in stores experience which meets the requirements of their clients. The company has been
ranked as the most prominent online retailer of groceries in both New Zealand and Australia.
Thus it has its objectives to achieve AUD$1 million in the sales through the online platform by
the end of the fiscal year 2014 and by 2020.
A marketing orientation concept entails a firm reacting to the wants of their customers.
Woolworth applies the selling concept where they focus on selling and promotion of their
product and the production concept where they ensure that their products are of higher quality.
For example, their food products and the services are well prepared, and their quality and level of
packaging is perfect. The top sales of Woolworths are as a result of the high quality of the
products and services that they offer. As a selling concept, they have launched a loyalty program
known as W-reward aimed at building a healthy customer relationship and as a way of
promoting their products. The card earns points depending on the purchases made by a customer,
after which they can be redeemed and be used to purchase products from any store of
Woolworth.
The primary marketing strategy of Woolworth is cost leadership which is an integrated
set of activities that aims at delivering products and services at a reduced price relative to the
prices of the competitors, with characteristics that are desirable to the customer. Among the