Marketing Report for Woolworths Supermarket

Marketing Report

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Target Market Profile.............................................................................................................1
Positioning Statement.............................................................................................................3
Analysis of Current Marketing mix........................................................................................3
Recommendations..................................................................................................................4
CONCLUSION................................................................................................................................6
References:.......................................................................................................................................7

INTRODUCTION
In the competitive business environment, to produce superior value and satisfaction for
the customers the company needs some accurate information regarding their customers,
competitors, resellers and most importantly the market scenario. For the organisation the
marketing is the key activity to gain competitive advantage. The marketing tactics and strategies
of the company are highly dependent on the customer buying behaviour and consumer trends.
The present report is based on the “Woolworths supermarket” an Australian chain of
supermarkets and grocery stores. The parental company that owns the supermarket is
Woolworths Group and was founded in 1924. The supermarket is the largest supermarket chain
of Australia and has market share of 33%. The present marketing report of the Woolworths
includes identified target market and segmentation of the customers, the positioning statement
and the marketing mix. From the above analysis and research the report includes the five
marketing recommendations based on the situational analysis.
MAIN BODY
Target Market Profile
A target market is the place where the organisation contain there potential customers to sell their
products. There are two types of market consumer market and business market. A market where
purchasers intend to consume the product by purchasing it for benefits without any intention of
reselling or making profit. On the other hand the business market is the place where the person
buying the product resale the product to make profit. Every organisation chooses their target
market through a selection process in which entire market is segmented into small groups with
one or more similar characteristics. To develop the appropriate target market profile for the
Woolworths supermarket the company will undergo the target market selection process that has
several elements that are discussed below:
Market segmentation variables: These are the characteristics or attributes of the individuals or
groups to divide the market into the small segments. In context of Woolworth’s supermarket the
segmentation variables are:
Demographics variables
 Age based segmentation: the segmentation of the entire market on the basis of different age
groups. In relation to the Woolworths supermarket, the company target the age group from 6
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