Strategic Marketing Planning for Woolworths

Running Head: STRATEGIC MARKETING PLANNING 0
Strategic marketing planning
JUNE 13, 2018

STRATEGIC MARKETING PLANNING 1
Contents
Executive Summary..................................................................................................................1
Introduction..............................................................................................................................3
Company background...............................................................................................................3
Recommendations...........................................................................................................12
References..............................................................................................................................14

STRATEGIC MARKETING PLANNING 2
Executive Summary
The diversified nature of business operations in today’s era has led to globalization,
which stresses the implementations of essential strategies. Strategic management in every
organization plays a major role in accomplishing the goals and objectives. It describes the
planning for the long-term as well as goals. For, the execution of set plans and strategies it
requires a proper and smooth functioning of any organization. With respect to the
environment in which a business organization operates, they are subject to various external
influences. These influences may be in the form of factors such as political, legal, social,
environmental, and technological. The report further demonstrates these factors in the context
of an Australian second largest retailer Woolworths, which is a well-known supermarket after
Coles. In addition, the analysis of the company has done using certain parameters such as
SWOT analysis, PESTEL analysis, and Porter’s five forces. This analysis has been done
while identifying the competitors in the market. Woolworths has been growing at a faster
pace in terms of the market segmentation strategy that also led to the market attractiveness.
Thus, Woolworths has been consistent in conducting operations worldwide.

STRATEGIC MARKETING PLANNING 3
Introduction
Strategic management, in an organizational context refers to the perpetual planning,
monitoring, and evaluating the alternatives available for attaining the predetermined goals
and objectives. Moreover, it means the formulation and implementation of major goals and
initiatives, by assessing the internal and external environment of the organization. It provides
the direction for the overall functioning of the organization. Strategic management involves
strategic planning to be carried out by the top management establishing the short-term and
long-term goals, plans and policies, then devising the strategies to achieve them. The process
of implementing strategies is a continuous and time- consuming in nature, which further
involves a certain element. The strategic marketing planning has done in the context of an
Australian company ‘Woolworths’. The report further describes the strategic management,
including the porter's forces analysis and Pestle and SWOT of the organization, i.e.
environmental analysis. The report will conclude upon determining the available
opportunities for the company after an in-depth analysis of the relevant factors (Techtarget,
2018).
Company background
Woolworth (also known as Woolworth’ or Woolies), headquartered in Bella Vista,
Australia is a grocery/supermarket store initially started business operations in 1924, as a
bargain basement outlet. It has 202,000 employees working in the organization. Key founders
are Gordon Cairns, the chairperson, and Brad Banducci, CEO. In the year 2012, Woolworths
became the largest supermarket chain in Australia and New Zealand. Woolworth constituted
duopoly of the Australian retail supermarkets, forming about 80% of the Australian market
(Grimmer, 2018). The company deals in selling the groceries items, vegetables, fruits, meat,
packaged foods, bakery items, clothing, footwear, accessories, beauty products, household
products, alcohol products, stationery items, and financial services to their customers (Roy
Morgan, 2017). At present, it is operating 1000 stores across Australia, 976 supermarkets and
an additional 19 convenient stores under the same vision ‘The Fresh Food People’, dedicated
to providing their customers the best services. In addition, Woolworths identifies the
problems of the workers providing them with a healthy working environment and aims
towards developing and offering the quality and freshest food quickly, through the fastest
supply chain, the vision of the company includes direct sourcing for increasing the quality of