8002MMGT Marketing Management Assignment: Woolworths Report

This report provides a comprehensive marketing analysis of Woolworths, Australia's largest supermarket chain. It begins with an executive summary highlighting the importance of marketing in attracting the target market. The report then delves into the background of Woolworths, its operations, and its commitment to customer service and product quality. A key focus is on the development of three distinct target market personas: a busy teacher, a student, and a homemaker. These personas are designed to help Woolworths understand its diverse customer base and tailor its offerings accordingly. The report then provides detailed marketing mix recommendations, covering product strategy (including suggestions for organic and international goods), pricing, place, promotion, people, processes, and physical evidence. The recommendations aim to help Woolworths meet the needs of its target market and achieve long-term success in a competitive business environment. The report references relevant marketing theories and concepts to support its findings and conclusions.

Running head: MARKETING MANAGEMENT ASSIGNMENT
MARKETING MANAGEMENT ASSIGNMENT
Name of the Student
Name of the University
Author Note

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Executive Summary
Marketing can be understood to be a critical part of the overall operations of the firm and
with respect to this, all the firms which want to ensure long term success would be required to
engage in the marketing activities which will attract the target market to itself. The report is
based on the overall operations of Woolworths and the way it offers the different goods to the
consumer to ensure that they can gain long term success. The report has provided an
overview of the target market persona of the customers which will assist in understanding the
target market composition. Additionally, the marketing mix recommendations have been
provided which will assist in understanding how the firm can cater to the needs of the
selected personas.

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Table of Contents
Introduction................................................................................................................................3
Background................................................................................................................................3
Target Market Persona...............................................................................................................4
The Benefits of Developing Personas....................................................................................5
Persona 1................................................................................................................................5
Persona 2................................................................................................................................6
Persona 3................................................................................................................................7
Marketing Mix Recommendations.............................................................................................8
Product mix strategy..............................................................................................................9
Pricing Strategy....................................................................................................................10
Place.....................................................................................................................................10
Promotion.............................................................................................................................11
People...................................................................................................................................12
Processes..............................................................................................................................12
Physical Evidence................................................................................................................13
Conclusion................................................................................................................................14
References................................................................................................................................15
Appendix..................................................................................................................................17

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Introduction
As the business environment is highly competitive in nature, it becomes considerably
important that an organization can come up with various plans and marketing strategies
which will go a long way in assisting the company to take advantage of the current trends in
the market and can provide the fulfil the needs of the different customers who are present
(Aghazadeh, 2015). The primary aim of the marketing management can be understood to be
to target the right customers and to present them with an offering which will assist them in
fulfilling the overall needs. The marketing as a function helps an organization to reach out to
the target base and can engage in a strong relationship with them (Chernev, 2018). The
advertising is often known as a common tool which is made use of in marketing and
promotion to attract the target market and make use of various mediums like the traditional
advertising, social media advertising and other related mediums which will assist a firm in
reaching out to the target customers.
Hence, per Bagozzi et al. (2018), marketing can be all about reaching out to the right
customer base using the right techniques. The aim of the report lies in identifying the Target
market Persona of the different customers present with respect to Woolworths. In the
previous assessment, the external market of Woolworths was analysed and the industrial
environment was also examined with the help of the strategic management tools which are
available in this domain. Moreover, the segmentation and target market analysis was carried
out. Hence, this report will develop three Target Market Consumer personas for Woolworths
and then provide a set of recommendations for the 7Ps of marketing which can be made use
of by Woolworths to ensure long term success.

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Background
The Woolworths is Australia’s largest supermarket chain. The firm operates in 995
stores around Australia and is greatly reliant on the 115000 team members who are present in
the store. These stores are assisted with the overall distribution centres and related support.
Per the culture of Woolworths, it is crucial that the firm can aid and support to the different
customers with superior service, a good range of products, value and convenience (Chonko &
Hunt, 2018). The organization prides itself in working closely with the different farmers as
well as growers to ensure the best products which are available to the different customers. It
sources 96% of fresh fruits as well as vegetables from the farmers and gets 100% of the fresh
meat from the growers. Hence, in this manner, the firm is being able to fulfil its Corporate
Social Responsibility as well (Aghazadeh, 2015). Woolworths knows that the different
customers often look out for new and rather simple ways to shop and get their demands
fulfilled easily. Moreover, through the online website of the firm and other related sources,
the different customers can shop at the convenience of their homes, or on their way from
work or on their way to home using the Supermarket application and the groceries get
delivered easily (Woolworthsgroup.com ,2019). The Australian company has extensive retail
interest in various places throughout Australia and New Zealand and it is with respect to this
that the company is known as the second largest company in Australia by Revenue and in
New Zealand as well.
Target Market Persona
The target audience persona tends to outline a typical member of the target audience.
These target personas are generally fictional representations which are designed to help the
business in identifying the audience it is appealing to (Baker, 2016). In addition to this, it also
assists in understanding the way the different buyers of the company will be targeted as target
audience. Moreover, to prepare the consumer target profile, the data from all the target

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audiences is collected to create a persona but instead of having a range of demographic
characteristics and to examine the way the personas will be formed, specific person is
generally represented and this provides an idea about each of the characteristics is provided
reasonably (Bagozzi et al. 2018). The personas generally tend to add richness to the target
audience and it tells which aged group individual is being targeted, what are their exact
requirements and related data.
The Benefits of Developing Personas
When the personas are developed for the business, then in such a case, it becomes
highly beneficial for the firm to understand the exact offerings which are to be made
(Gummesson, 2017). In addition to this, it assists in Mobilising the supporters with respect to
the goals of the firm. Moreover, it also assists in engaging the efforts of the firm towards
building sound relationships and driving the personas to action.
Persona 1
Name Zelda Hitman
Occupation Teacher
As a teacher, Zelda keeps extremely busy.
Being a mother of two managing work and
home is not an easy task for her and in
relation to this, she can be described as an
extremely busy person who keeps herself
engaged in her family as well as
professional life.
Age 45
Marital status Married
Lives Melbourne

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Family life Zelda has been married since the last five
years and has two toddlers at her place.
These toddlers keep her very buddy and
being a professional throughout, she
resumed her work soon after her children
were born. Additionally, by the time she
comes home, she generally does not have
time to go grocery shopping.
Technology She is a tech savvy and makes use of
technology to fulfil her needs. Hence, using
the application can also be one of the crucial
aspects which makes her an ideal customer
for the application used by the firm.
Problems She often faces problem managing her work
and home life. Additionally, it often
becomes very difficult for her to look after
the needs of the general operations of the
home. Most of her time is spent at school or
home.
Persona 2
Name Peter Cat
Occupation Student
Age 25

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Marital status Singe
Lives Queensland
Family life Peter lives away from his family as he
generally resides with his roommate only
and in relation to this, he also tends to
remain at college for most of his time.
Technology Peter can be understood to be a tech expert
who tends to use all the latest applications
and is accustomed to the models of e-
commerce which are generally made use by
various members of the firm.
Problems The problems he faces can be understood to
be to find the right grocery for himself.
With respect to this, it can be understood
that, the by using the online application, the
firm will be able to attract the different
customers like Peter and will be able to
engage in assisting them to buy the right
kind of goods.
Persona 3
Name Mrs. Salma Sheikh
Occupation Home maker
Age 65

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Marital status Married with 3 children
Lives Sydney
Family life Mrs Salma is a retired chef and currently
resides at her place. She lives with her
husband after all her children have shifted to
other countries. As she grew old in
Australia she prefers to operate in the
country which makes her feel comfortable.
Technology Mrs. Sheikh although uses various
applications and other social platforms for
the communication means but in such a
case, she does not make use of Technology
to shop online and prefers to carry out these
procedures manually.
Problems Due to her tender age, Mrs. Sheikh prefers
that, she shops in a manner such that she can
make use of all the goods at one place only.
Hence, at Woolworths, Mrs. Sheikh will be
able to ensure that she is successful in
getting all her shopping needs fulfilled at
one go.
Therefore, from the given Target Market consumer persona, it was understood that
these are the consumers, which the firm aims to target with its offerings.

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Marketing Mix Recommendations
The marketing as a concept can be understood to be an ever-evolving concept and
with respect to this, it becomes considerably crucial for the business to adapt to the changing
concepts to ensure that they are successfully being able to meet the needs of the target
audience. In line with this, the given section will discuss the recommended Marketing mix for
the Woolworths which will assist in understanding the different initiatives which must be
taken by Woolworths to ensure that it is successfully able to meet the needs of the target
market and is being able to engage in a long-term relationship with the customers (Baker &
Saren, 2016). The marketing Mix can be understood to be a tool which is made use of by the
business to determine the overall offerings which a brand is required to make to the different
customers. In line with this, it also assists in understanding how the company will manage the
different facets of the business and ensure long term success with the overall operations in
which it is engaged (Haider et al., 2019).
The marketing mix shall be used as a comprehensive framework in recommending
Woolworths regarding the offerings which it requires to make to the target audience
(Chernev, 2018). In line with this, the study also aims to engage in the understanding of the
basic theory of the Marketing mix and to understand how the business will engage in overall
operations.
Product mix strategy
In the marketing mix, the Product mix is one of the primary aspects of the business
operations and it is crucial that the Product needs to fit the task which the consumers have
demanded and it needs to be an offering which is expected by the different consumers as per
their demands. In line with the overall offerings which are currently made by the firm,
Woolworths, tends to provide the grocery items as a part of the marketing mix (Aghazadeh,
2015). This comprises of various fruits, vegetables, meat, packaged products and other

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gourmet items. In addition to this, the firm also provides vegetables, fruits, meat as well as
the packaged products. Moreover, the organization has also begun selling magazines, DVDs
and other related stationery items along with the local produce and international cuisine.
Hence, it provides choices to the different customers regarding the demands. Moreover, the
range of products which is generally offered by the firm tends to maintain quality and
engages in providing a range of bags, jewellery, furniture, houseware and other accessories
(Atwal & Williams, 2017). This diversified offering has assisted the firm to meet the needs of
the customer. For this recommendation, it would be appropriate that the firm offers
specialised international goods to the customers as well. This means that the firm would be
required to offer organic goods. The organic goods would be appropriate in ensuring that the
health oriented customers would be able to purchase and thereby get their needs fulfilled with
respect to the firms related offerings.
Pricing Strategy
The pricing strategy of the product refers to the fact that the goods which are being
offered by the firm need to represent good value for the money (Homburg, Jozić & Kuehnl,
2017). This means that, it is not crucial for the firm to provide the cheapest item which is
available, but it is crucial for the firm to ensure that it provides value for money.
In this case, Woolworths follows a comprehensive pricing strategy which means that
it follows a similar pricing as compared to the market or provides a higher priced item to the
different customers. As the company offers premium brands in the food chain, it ensures that
competitive pricing strategy is followed. Moreover, for the lowered segment group
customers, the firm offers low prices also (Baker & Saren, 2016). Various club points are also
provided to the different customers and the audience is provided with a shopping card which
assists them to track their purchases and apply points for the fuel discount offers. It has been
recommended that, the firm when stocking organic goods, follows a competitive pricing

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strategy which shall enable the firm to retain profits and uplift the image of the products in
the market.
Place
The place in the Marketing mix can be understood to be the selling place of the
products given by the target market and tends to determine the overall medium on which the
product will be available (Kerin & Hartley, 2015). The products must be available on such a
medium so that the target audience would find it the easiest to shop (Atwal & Williams,
2017). In relation to this, it can be stated that, the place can be the physical store, the online
website or the online application which is used by the seller.
As mentioned earlier, Woolworths has 1000 stores in Australia and many of them in
the form of the supermarkets and the other convenience stores. Moreover, some stores also
operate in the form of the Safeway stores in Melbourne. Woolworths also provides its overall
operations based on the online platform and they have also developed a mobile application
which assists them to make the specific purchases (Kotler et al., 2015). The company has
private labels such as the Woolworth Home brand, Woolworth Select, Woolworth gold,
Woolworth fresh and other such stores. Hence, in line of this it can be recommended that, the
store advertisement is done in a manner such that it appeals to the target audience and the
firm is successfully able to meet the needs of the customers.
Promotion
The promotion can be rightfully described as the means which are made use of by the
organization to attract the target market. The different means as present in the Promotional
aspect can be understood to be the Advertising, Sales Promotion, Public Relations, Personal
selling and the social media advertising. The social media advertising is known as the key
tool for communication by an organization (Baker & Saren, 2016). The social media plan of a