Principles of Marketing: Kmart, Target, Big W Marketing Mix Analysis

This report provides a detailed analysis of the marketing mix for three major companies: Kmart, Target, and Big W. It examines each company's product, price, place, and promotion strategies, highlighting how they aim to create customer value within the competitive retail landscape. The report also addresses the challenges these companies face, such as declining sales, and suggests strategies for improvement, including enhancing customer service, offering competitive pricing, and improving convenience. Furthermore, the report explores the social responsibilities undertaken by each company, such as product safety, ethical codes, and social welfare activities, demonstrating how these actions contribute to both consumer value and long-term sustainability. The analysis provides insights into how these companies navigate the market and build consumer trust.

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Principles of marketing management

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Table of Contents
Introduction......................................................................................................................................3
Q1....................................................................................................................................................3
Q2....................................................................................................................................................6
Q3....................................................................................................................................................8
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

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Introduction
Marketing is an important concept which is required to be followed by all the businesses so that
the important details of the business can be made available to all. There are various aspects
which are to be covered and for that marketing mix is taken into consideration. In this report, the
mix in relation to three businesses will be discussed. The manner in which companies are
creating the value of their customers will be determined. The manner in which socially
responsible decisions are used for the attainment of the consumer value will be identified so that
further creation of the same can be performed.
Q1
The marketing mix of the company describes the various elements which are to be covered in the
marketing process (Anitsal, Girard and Anitsal, 2012). The details of them shall be analyzed and
for the same, the details of the marketing mix about three companies provide hereunder:
Marketing mix of Kmart:
Product: The Company sells various products in order to gain the high market share and they
involve jewelry, apparel, health and beauty products, electronics, sports equipment, food items,
toys and many more. By the help of this, it provides the facilities for all adults, children, and
elders as per their requirements.
Price: The strategy related to price has been modified and nor the low-pricing model is followed
by the company. They are using their own brands in place of the reputed brands to attain the low
cost and so it is applying the everyday low prices concept (Mitchell, 2019).
Place: In recent times Kmart is operating at various locations and for the coming period the
focus will be made on the Jeopardy. The website is also taken into use for the performance of
several operations by which the products are provided to various states.
Promotion: The positioning of the stores has been changed from all to targeting mothers and
women. The commercials are made by it for the promotion and in that catchy pop songs are

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used. Social media is also used for the promotion on which various pages are shown to provide
product related information.
Marketing mix of target:
Product: The products which are used in everyday life and have regular demand are provided by
Target Corporation. The single stop shops are introduced by it in which wide range is provided
such as furniture, health products, footwear, and others.
Price: In the retail industry the company is identified to be the second largest discount store. The
company is providing all the products at a discounted price and also using the bundling pricing
policy. The bulk sales are encouraged by it and for that, it is providing several incentives.
Place: The first outlet of the company was opened in Roseville and after that various stores were
opened in Boston, Chicago and other places in the US. The expansion has also been made in
some cities of India (Bhasin, 2019). There is a strong delivery system of the company by which
it can supply the goods to various parts in an appropriate manner.
Promotion: The main aim of the promotion strategy of the company is to increase the market
base and for that BTL and ATL policies are taken into account. The print media is also used and
there are advertisements which are provided in the newspaper and magazines. All social media
sites are also used to target the large population.
Marketing mix of Big W
Product: The Big W is the departmental store which is operating in various day to day use
products and in that electronics, home décor and products for all including kids and women are
provided. Travel and party related products and services are also provided by it.
Price: The Company is providing all the products at such costs by which it can gain a large
number of customers (Chen and Green, 2009). For this requirement, there are various discounts
which are provided to the consumers so that they are attracted and purchase the products from its
stores.

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Place: Big W is the brand of Woolworth and is providing the service in Australia. It is having
stores in various other cities such as Victoria and Queensland. There are around 182 stores of the
company which are providing all the services.
Promotion: The promotion of the brand is done by the use of advertising which is made by the
use of many sources such as television, newspaper, and others. The changing environment is
increasing the use of social media and so in order to reach more people, it is also using social
sites for promotion.

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Q2
All the three companies which include Kmart, Target and Big W have faced a decline in the sales
in the recent period. There are various causes for the same such as the discount scheme which is
launched by them. All of them are under pressure to improve their performance. The decline in
the sales is faced by all of them and for that, it is required that there shall be effective steps
which shall be taken so that the growth can be attained and an addition to the customer value is
made (Mitchell, 2018). In order to attain success, it is highly required that consumers shall be
satisfied as they are the ones who will be adding value to the business.
The competition is high and in that consumers will be expecting better services and this is the
main approach which shall be used by the businesses. The service which is provided shall be
improved so that loyalty of the consumers is gained and they can trust on the products of the
company. The products will have to be developed in such a manner that the requirements and
expectations of the consumers are met with the help of them (Chang, 2017). There is new staff
who is hired and it is required that they shall be trained in an effective manner which will be
improving the quality of the customer services which are provided.
The customer support will have to be increased and in that there will be expert advice which
shall be provided so that they can take the decision in a proper manner. All the information
which is looked by the consumers shall be provided online so that they can choose the products
after having complete knowledge and this way trust will be built which is beneficial in the long
run. The change which is made in the price is noted by the customers in a deep manner in the
competitive market. There various companies and all provide the service at a low rate to gain the
consumer base. To deal with this there shall be exclusive prices which shall be provided for the
products which are provided as per the preference and that too in best quality (Larivière et al.,
2013). The loyal consumers will be provided with the special offers so that they can retain them
for a long period.
The convenience of the consumers shall be given the importance and in that it shall be looked
after that the stores are opened at such place which is easy to reach and there are all facilities
which are required by customers to avail the services. There shall be proper delivery services

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which shall be offered so that buyers are attracted. By following all of these actions the
companies will be able to create the customer value and deal with the issues which are being
faced.

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Q3
Every company has some social responsibility and it is required that they shall be followed so
that the benefit of the same can be attained. In Kmart, the main focus is made on the
improvement of the quality of the services provided. The safety of the product is ensured so that
no consumer is harmed from that (Kmart, 2019). The children skate helmets were tested so that it
can be ensured that they are safe and will be providing proper safety to the users. By doing so the
trust is developed and customers are able to rely on the products of the company. They are
satisfied that the products which are available will be of the best quality and will provide them
with ultimate satisfaction (Peloza and Shang, 2011). There are ethical codes which are
implemented and by that the working conditions are improved. The safety of all is ensured and
this creates the value as there will be retention of the employees and that will help in the creation
of consumer value by providing them with required services.
Target Corporation is also using the responsible sourcing by which it is able to create the value
for consumers. In these various aspects are covered by it which helps it in achieving the targets
and that involve social compliance, quality, and product assurance and supply chain
sustainability. They are working in the direction where the quality of the products is improved
and the environment in the factory is maintained at the safest level possible. The products which
are produced are such which are highly reliable and consumer trust is gained by that which
creates the required value (Target, 2019). Social welfare activities are also undertaken by which
the society is benefited and that creates a positive image in front of customers. This helps in
creating the long term value for the business which helps in gaining an advantage in a
competitive environment.
Big W is also focusing on the creation of the customer value and in that safety is kept on priority
and all the issues which are faced in relation to any product or service are given the most
importance. It is identified and resolved at earliest so that no further issues are faced due to the
same and this helps the consumers to trust the company that their problems will be resolved in
the most effective and efficient manner (Big W, 2019). The standards which are set by the
Australian authority in respect of the safety are complied by the company and goods are recalled
accordingly. There is the policy which is formulated in this respect and in that product testing,

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auditing and inspection are performed in an effective manner. A proper process is specified
which is to be followed in case of any incident and appropriate steps are taken for the same. In
relation to the food products, there are proper quality measures which are followed and it is
ensured that they will be healthy for the users and will not be having any negative impact.
All of these are the steps and measures which are taken by the companies and with the help of
them they are able to create the consumer value as they are the decisions which will be
benefiting the whole society.

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Conclusion
The report has elucidated all the important elements with respect to marketing. All the
components of the mix for the companies have been identified and discussed in an appropriate
manner by which proper understanding is gained. The manner in which there is the creation of
the consumer value by the company has been determined and provided in the report. The socially
responsible decisions have been used by the companies and with them, there is the development
of the consumer value. They are creating the social as well as a business benefit which is
advantageous in the long term sustainability.

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References
Anitsal, I., Girard, T. and Anitsal, M.M. (2012) An application of services marketing mix
framework: how do retailers communicate information on their sales receipts. Business Studies
Journal, 4(2), pp.77-90.
Bhasin, H. (2019) Marketing Mix Of Target – Target Marketing Mix. [Online] Available at:
https://www.marketing91.com/marketing-mix-target/ [Accessed 7 July 2019]
Big W. (2019) BIG W Product Safety Commitment. [Online] Available at:
https://www.bigw.com.au/product-safety-commitment [Accessed 7 July 2019]
Chang, G. (2017) 5 Ways Retailers can Add Value to their Customers. [Online] Available at:
https://multichannelmerchant.com/blog/5-ways-retailers-can-add-value-to-their-customers/
[Accessed 7 July 2019]
Chen, H.C. and Green, R.D. (2009) Marketing mix and branding: competitive hypermarket
strategies. International Journal of management and marketing research, 2(1), pp.17-34.
Kmart. (2019) Our Sustainability Performance. [Online] Available at:
https://www.kmart.com.au/social-responsibility [Accessed 7 July 2019]
Larivière, B., Joosten, H., Malthouse, E.C., Van Birgelen, M., Aksoy, P., Kunz, W.H. and
Huang, M.H. (2013) Value fusion: The blending of consumer and firm value in the distinct
context of mobile technologies and social media. Journal of Service Management, 24(3), pp.268-
293.
Mitchell, S. (2019) Kmart's pain is Target and Big W's gain but is their room for three?.
[Online] Available at: https://www.afr.com/business/retail/kmarts-pain-is-target-and-big-ws-
gain-but-is-there-room-for-three-20190115-h1a2nu [Accessed 7 July 2019]
Mitchell, V. (2018) BIG W: Latest campaign all part of becoming more relatable. [Online]
Available at: https://www.cmo.com.au/article/648221/big-w-latest-campaign-all-part-becoming-
more-relatable/ [Accessed 7 July 2019]

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Peloza, J. and Shang, J. (2011) How can corporate social responsibility activities create value for
stakeholders? A systematic review. Journal of the Academy of Marketing Science, 39(1), pp.117-
135.
Target. (2019) responsible sourcing. [Online] Available at:
https://corporate.target.com/corporate-responsibility/responsible-sourcing [Accessed 7 July
2019]