Digital Marketing Strategy Report: Woolworths Case Study

This report provides a comprehensive analysis of Woolworths' digital marketing strategy. It begins with an executive summary and an introduction to the company, followed by an examination of its micro and macro environments, detailing suppliers, digital platforms, and economic, political, and social forces. A SWOT analysis identifies the company's strengths, weaknesses, opportunities, and threats. The report then explores the vision, goals, and objectives of Woolworths, along with its target marketing strategies, particularly focusing on digitally active adults and parents. The 7Ps of the marketing mix are discussed in the context of the digital platform, and the report analyzes customer relationship marketing, digital customer experience, and PR/influencer relationship management. The conclusion summarizes the company's strategies for revenue generation and market success. References are provided.

Digital Marketing
Woolworths

Executive Summary
• Micro Environment
• Macro Environment
• SWOT Analysis
• Vision, Goal & Objective Pyramid of Woolworths
• 7P’s of Marketing Mix
• Digitally Advance in the market
• PR or influencer manipulates the customers to buy product and
service from the company

Introduction
• Woolworths is one of the largest supermarket chain which
operates in Australia.
• It was formed in the year 1924.
• The company mainly deals with groceries as well as
magazines, health care products and DVD (Knox 2015).
• Woolworths along with Coles enjoys the duopoly market
and captures almost 80% of the market share (King and
Thobela 2014).

Micro Environment of
Woolworths
• The company possess different variety of suppliers in the market from the
grocery company to the stationery company.
• The top brands who possess their department in the Woolworths
supermarket (Lawley, Birch and Craig 2016).
• In the digital media platform, the main supplier of the domain is the Edge
Media, who provided the server to the company so that they can design
their website.
• In the digital market, the company provide variety of products with
section and subsections that enables the consumer to do online shopping
so that they can avail the products (Feigin 2016).

Macro Environment of
Woolworths
• In the macro environment Woolworths mainly deals with the technology, economy as well as
political, legal and social forces so that they can expand in the market (Dos Santos,
Svensson and Padin 2014).
• The firm enjoys economic growth with the help of digital platform in the form of website as
most of the consumers prefer to buy products online and that provided and advantage to the
company.
• The Australia is a politically stable country so the company is able to enjoy operating in the
Australian market quite effectively in the digital media as well.
• There are legal steps that have been taken up by the company so that they can protect the
data and information of the user who are creating their profile in the company’s website.
• They are the big giants so they enjoy control over the legal aspect in the marketplace
(Lawley, Craig and Birch 2015)

SWOT Analysis
• The main strength of Woolworths is that they club different brands under
one roof.
• The company is suffering from inadequate management system, which is
the weakness of the company (Brander 2018).
• As the company deals in the retail sector that is the only reason for the
company is able to expand in the marketplace and to generate revenue in
it.
• There are main small companies in the Australian market which is getting
dissolve and the international companies are overtaking the small
companies (Gunjal 2017).

Vision, Goal and Objective
Pyramid
• The vision of Woolworths is to create a better experience so that
they can work together for the better tomorrow.
• The main goal of the company is to become the first brand for the
customers as well as for the team and culture.
• The company also want to provide connection and convenient way
to shop as well as want to differentiate the food proposition of the
customers (Evans 2013).
• The company want to become better, simpler and safer for the
store and support to the customers.

Vision, Goal and Objective
Pyramid

Target Marketing Strategy
• The company segmented the target market in such a way so that they can target
the adults as well as office goers and parents, who are digitally active and that is
the main reason they segmented their website with section and sub-section (Sebele
2019).
• The marketing strategy the company is able to do their promotion in digital market
as well with the help of the website and also with the help of the social media.
• They can sale their products in the marketplace and can lure the consumers to
expand in it (Armstrong et al. 2014).
• Woolworths also position their products in their website in such a way with offers
on special days that they are able to target the specific group on an occasion as
well.

7P’s of Marketing Mix
• The 7P’s of marketing mix are mainly product, price, place, promotion, physical
evidence, process and people.
• In the digital platform the products are the same that they are providing in their
outlet. In the digital media, with the help of special offers the price is slightly less
than the store.
• The company is able to place their website in the digital market. The company also
promote their products in the social media as well.
• The company is physically present in the Australian market and that is the main
reason the consumers can trust. In the digital platform the process of purchasing is
simpler and enable the consumers to buy products with a click.
• The company recruited the employees so as to look after the website (Muchiri 2016).

Customer Relationship
Marketing
• The company need to maintain an effective customer relationship
marketing, by providing them with the user-friendly platform to shop.
• The company market their product with the help of the social media
platform as well as from the other digital media platform (Methner
2013).
• Helping them with the sections and sub-sections along with the
special offers.
• The company also deliver the products that the consumers ordered
online within a day.

Digital Customer Experience
• The company is providing compact and user friendly
website, which enable the organization to provide the
consumers with the high quality experience.
• These is an important step that have been taken up by the
firm so as to provide better user experience to the
consumers.
• Woolworth’s website is way more user friendly and
compact and fast than that of the other competitors in the
market.