Customer Service Analysis of Woolworths Supermarket

This report analyzes and evaluates various aspects of customer service of Woolworths Supermarket, the leading supermarket chain of Australia. It takes into consideration the grocery products of the company like vegetables, packaged foods, meat, fruit and others.

Running head: INTERNATIONAL BUSINESS
International Business
Name of the Student
Name of the University
Author’s Note

1INTERNATIONAL BUSINESS
Introduction
The main aim of this report involves in analyzing and evaluating various aspects of
customer service of a renowned Australian company. For this purpose, Woolworths Supermarket
(Woolworths) is taken into consideration. Woolworths is the leading supermarket chain of
Australia having market share of about 80%. This report takes into consideration the grocery
products of the company like vegetables, packaged foods, meat, fruit and others.
Discussion
Question 1
The name of the company is Woolworths Supermarket and the company is headquartered
at Bella Vista, New South Wales, Australia. The major product offerings of the company are
groceries, magazines, DVDs, household products, health and beauty products, stationary and
others. The mission of Woolworths is to provide their customers with quality products and
services. The vision of the company is to become one of the world’s most responsible retailers
(woolworthsgroup.com.au 2018).
Question 2
The primary target of Woolworths for grocery products is the household segment. In this
segment, large sales of groceries can be seen by the household customers. This information can
be obtained from online by using the term like ‘customer analysis of Woolworths’
(woolworthsgroup.com.au 2018).
Question 3
There are two ways in which Woolworths determines the needs of their customers. The
first process is segmentation where the company can determine their target customers. The
second technique is to analyze the shopping habits of their customers. For this reason,
Woolworths conducts market research and surveys (Armstrong et al. 2014).

2INTERNATIONAL BUSINESS
Question 4
Promotional strategies help in sending the message of the company for their products and
services to their customers. Woolworths provides different loyalty schemes for their customers
as a part of their promotional strategy.
Question 5
Woolworths is needed to conduct different types of market research or surveys with the
help of questionnaire in order to know the needs and preferences of the customers. In this
process, Woolworths will be able in introducing promotional strategies as per the customer’s
needs.
Question 6
Woolworths provides products as per the needs of their customers. They provide all the
grocery products to the customers from household segment. Moreover, the company also
provides large set of fashion wear and accessories to the other segment of customers (Armstrong
et al. 2015).
Answer 7
Freshness of the grocery products like fruits, vegetables, meats and packaged foods can
be a concern of the customers. Customers of Woolworths want these grocery products in fresh
position. However, it may happen that Woolworths may not able to keep the freshness of these
products sometimes.
Answer 8
Can products is an alternative product as customers do not have to buy all the groceries;
but the price can be high. Online cooked foods can be an alternative as it does not need to be
prepared, but the price is high. Fast foods can be an alternative as it can be obtained quickly, but
the price is high (Kotler and Armstrong 2013).
Answer 9
There is a need to conduct market survey as well as various marketing campaigns to
know the needs of the customers. For this reason, can foods and prepared foods can be
alternatives.

3INTERNATIONAL BUSINESS
Answer 10
As per Australian Competition and Consumer Commission, the consumers can ask for
replacement or refund in case the fault with the product or service is major (accc.gov.au 2018).
Answer 11
There needs to be online as well as offline processes for getting post-purchase feedback
from the customers. These feedbacks will help the company in identifying the areas where the
company is failing to fulfill the needs of their customers. Thus, Woolworths will be able in
providing products and services as per the needs of the customers (Kotler and Armstrong 2013).
Question 12
It is needed to attend the internal meetings for improving customer referral. At the same
time, it is needed to ensure the process of getting customer feedback after purchase in order to
ensure the ongoing pipeline for referrals.
Question 13
It is needed for the company to maintain computerized system for managing the database
of the customers. In this process, the company will be able in recording all the history of the
interaction with the customers that will help the company in satisfying the needs of the
customers.
Question 14
This report needs to be distributed among the senior level management of Woolworths so
that they can analyze and evaluate the provided procedures and strategies in the selected areas.
At the same time, they are needed to provide feedback on the same.
Conclusion and Recommendations
The above discussion shows different dimensions of customer service in Woolworths.
Thus, the company is recommended to take into consideration all the provided suggestions
related to strategies for increasing the effectiveness of the company in the area of customer
service.

4INTERNATIONAL BUSINESS
References
Armstrong, G., Adam, S., Denize, S. and Kotler, P., 2014. Principles of marketing. Pearson
Australia.
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Australian Competition and Consumer Commission. (2012). Repair, replace, refund. [online]
Available at: https://www.accc.gov.au/consumers/consumer-rights-guarantees/repair-replace-
refund#replacements-and-refunds [Accessed 18 Jul. 2018].
Kotler, P. and Armstrong, G., 2013. Principles of Marketing (16th Global Edition).
Woolworthsgroup.com.au. (2018). About Us - Woolworths Group. [online] Available at:
https://www.woolworthsgroup.com.au/page/about-us/ [Accessed 18 Jul. 2018].
Woolworthsgroup.com.au. (2018). Our Customers and Community - Woolworths Group.
[online] Available at: https://www.woolworthsgroup.com.au/page/community-and-
responsibility/group-responsibility/environment [Accessed 18 Jul. 2018].