Digital Marketing Strategy Analysis Report: Target vs. Woolworths

This report provides a comprehensive analysis of Target Australia's digital marketing strategy, focusing on its weaknesses and comparing it to the successful digital presence of its competitor, Woolworths. The report begins with an introduction to Target, its offerings, positioning, and target audience, followed by an evaluation of its current website and social media platforms. It then delves into the reasons behind Target's unsuccessful digital marketing efforts, supported by theoretical justifications. The analysis highlights Target's limited social media engagement and lack of a coherent digital strategy compared to Woolworths. The report concludes with recommendations for Target to improve its digital marketing approach, emphasizing the need for a stronger online presence and more effective strategies to compete with Woolworths. The report emphasizes the importance of digital marketing in today's business environment and the impact of a weak digital strategy on a brand's market position.

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Abstract
The report is based on digital marketing strategy of Target. It proposes the loopholes in the
Digital strategy structure and how they can manage to implement effective changes to compete
against Woolworths. It has a better social media presence than Target and a large social media
following. In order to meet the expectations of the stakeholders, it is important to meet changing
digital marketing strategy that. Target need to boost up with an effective market reach through
digital strategies. Recommendations are given at the end to provide with remedial solution

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Contents
Introduction.................................................................................................................................................3
Target..........................................................................................................................................................3
Digital marketing strategy...........................................................................................................................3
Reasons for failure.......................................................................................................................................6
Competitor brand Strategy...........................................................................................................................6
Recommendations & Conclusion................................................................................................................8
References...................................................................................................................................................9

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Introduction
As per the study conducted by IBM, Australian business leaders are not as influenced by
consumers as other countries. The study reflects that less than 50 percent of customers are been
strongly influenced by the digital marketing (Australian Consumers Lack Influence, 2014). A
digital strategy is a form of strategic management tool used by the business to address important
business issues. A digital strategy is frequently characterized by the relevance of new
technologies to accessible business action (Tiago and Veríssimo, 2014). This enables effective
focus on the growing capabilities to their business. As per the study conducted on the Australian
business leaders, Two-third feels that the businesses are getting affected by the weak digital
strategy (Chaffey, Smith and Smith, 2013).
Target
Target is Australia’s mid-price department store chain with a wide-ranging retail interest across
Australia and New Zealand. Target is a subsidiary of famous conglomerate Wesfarmers. The

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organization is known for its wide ranging retail services which includes food, clothing home
ware and digital goods. The brand is known for meeting daily requirements of the local people
through a wide range of products. The brand enjoys an effective market place by focusing on
audience from different background.
Digital marketing strategy
It’s now a well established fact that the wave of digital commotion will result in the loss of
customers, and eventually effect in business failure. Target, Australia is a large and complex
organisation. The customers rely on high-quality products provided by them (Ryan, 2016).
Target has large business process that involves delivering high quality service and products to
customers Australia-wide. The organization has limitations in term of processes. Target Digital
strategy is to become a customer centric brand. The super market giant is maintaining huge data,
product innovation, better client service and significant promotion. The business organization
focus on discovering opportunities and risks that digital can create. For the purpose the company
has a well established customer-focused websites, mobile app, ecommerce, social media reach,
and advertising.
Target is using the social media tools like Facebook to enhance its marketing strategy. Their
online website states the organizational objective and focus on stating the mission and vision.
Their digital website provides an enthralling experience to the customer. While comparing it to
the competitor the brand positioning on the social networking is poor. Woolworths has a better
social media presence. They have a coherent digital marketing strategy that are enabling in
gaining sustainable goal.

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(Source: Target Australia, 2017)
(Target Australia, 2017)

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Reasons for failure
Target has admitted the fact that their digital strategy is poor to Woolworths. The latter brand
understands the need for creating uniqueness in terms of market positioning. When compared to
their competitor, Still Target in Australia is not using its digital strategies in a significant way.
They have restricted their outreach in terms of social media presence. On the other hand
Woolworths has managed to focus on the digital strategies developing an effective plan and
procedure. Their digital marketing department is all focused to meet the primary needs growing
in today’s changing business scenario. The overall purpose is to highlight the functions and
capabilities of the organization by bringing forward all the achievements. Digital media is a new
age tool that holds a vital place in growth of the business. In order to create a concrete difference
it is important to focus on developing stringent digital marketing strategies. This will allow the
business in matching up with their competition. Digital marketing has a wide reach than the other
traditional marketing tools. Although Woolworths is using a digital marketing strategy to allure
customers across Australia, but its competitor has a much broader strategies. The failure was due
to restricted opportunities explored by the brand. Their brand reach is limited on the digital
network (Rajeck, 2015).
Competitor brand Strategy
Woolworths has an effective with brand strategy. The brand has focused on the digital strategies
developing an effective plan and procedure. In order to be competitive brand has a strong social
media presence. Woolworths updates the page on the daily basis and posts up food pictures,

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special offers, and information concerning the brand whereas Target is not so active on Social
media. This has accompanied in creating worldwide brand recognition.
(Source: Woolworths, 2017)
They have a coherent digital marketing strategy that are enabling in gaining sustainable goal.
Woolworths has effective market reach through digital strategies. In this way they are efficiently
meeting with stakeholders expectations. Woolworths is evidently reinvesting profits in digital.
The new online store with big photo buttons, evidently planned for mobile is giving users an
amicable surfing experience.

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.
(Source: Rajeck, 2015)
Recommendations & Conclusion
To conclude, the report furnishes the need for an effective digital marketing strategy. A digital
strategy is frequently characterized by the relevance of new technologies to accessible business
action. Target has a wide presence in Australia but it has ineffective digital strategy. Although
the brand is trying to become a concrete market leader but it is necessary to initiate an effective
digital strategies in order to compete against Wesfarmers. There is a high need to create a strong
market position through digital tools by product/market exploration, sales and service etc.

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References
Australian Consumers Lack Influence, .2014. Online. Available at:
http://www.brandme.com.au/blog/2014/03/australian-consumers-lack-influence/ Accessed on: 12
August 2017
Chaffey, D., Smith, P.R. and Smith, P.R., 2013. eMarketing eXcellence: Planning and
optimizing your digital marketing. Routledge
Rajeck, J.2015. How Australia's Woolworths delivers the goods on social. Online. Available at:
https://econsultancy.com/blog/66990-how-australia-s-woolworths-delivers-the-goods-on-social/
Accessed on: 12 August 2017
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Target Australia, 2017. Image. Available at: https://www.target.com.au/ Accessed on: 12 August
2017
Target Australia, 2017.Image. Available at: https://www.facebook.com/targetaus/ Accessed on:
12 August 2017
Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why
bother?. Business Horizons, 57(6), pp.703-708.
Woolworths, 2017.Image. Available at: https://www.facebook.com/woolworths/ Accessed on: 12
August 2017

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