HI5004 Marketing Management: Project Report on Woolworths

This report provides a comprehensive marketing analysis for Woolworths, focusing on the launch of an organic food delivery app in Australia. It includes a product description, competitive analysis, and environmental scanning using micro and macro factors (PEST analysis). The report forecasts demand using survey methods and opinion polls. It also outlines specific market segmentation strategies, targeting statements, and positioning statements for the app. The analysis considers demographic and geographic factors for segmentation. The report concludes by emphasizing the app's unique position in the market, delivering organic food through an online platform. The report uses references from marketing literature to support its findings and recommendations.

Running Head: MANAGEMENT
MANAGEMENT

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Table of Contents
Product description............................................................................................................................3
Competitive information....................................................................................................................3
Environmental scanning....................................................................................................................3
Demand forecasted............................................................................................................................5
Specific market segmentation, targeting, and positioning statements................................................5
References.............................................................................................................................................7

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Product description
Woolworth will launch organic food delivery app that will be used to deliver organic food to
Australian people. This app will be effective in delivering food products and services in the
least time.
Competitive information
From the analysis of the market, it is founded that Cole, Wesfarmers, Aldi, and Asda are the
major competitors of this organization. From the evaluation of the market share of
Woolworth’s competitors, it is founded that 37.2% of market share obtained by Woolworth in
2017-2018 while Coles, Metcash, and Aldi obtained 30.3%, 7.4%, and 9.2%. It demonstrates
Woolworth has a higher market share as it means this organization has higher possibilities to
sustain their position in the marketplace.
Environmental scanning
For evaluating the environmental situation for Organic food delivery app, the organization
has considered the micro as well as macro factors. This will help to understand different
elements which affect the organic food delivery app success. These are discussed below:
Microanalysis
The microanalysis is effective to comprehend the internal factors that might be affecting the
performance of business named as the supplier, customers, Competitors, public, and
marketing intermediates (Baker and Saren, 2016). The organization should deeply increase
their understanding of such components due to increasing growth of firm (Bagozzi, et al.,
2018).
Macro analysis
For evaluating the macro factor, the PEST analysis method is practiced as it supports to
comprehend different factors that could affect to performance of the organic food delivery

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app named as political, social, economic, and technical factors (Kerin and Hartley, 2015).
These are discussed below:
Political Factor
 Governme
nt policies
 Governme
nt term
and
change
 Trading
policies
 Wars and
conflicts
Economic Factor
 Home
economy
situation
 Exchange
rate
 Internatio
nal trades
issues
Social Factor
 Lifestyle
trends
 Custome
rs
attitudes
 Ethnic
and
religion
factors
 Ethical
issues
Technical
 Maturity of
technology
 Technology
legislation
 Innovation
potential
 Global
communicati
on issue
From the analysis of this, it is founded the policies of Australian governments is flexible that
is modified as per the requirement that could be effective if the regulation has been made in
the favor of new products development. But, at the same time, it is also founded that the
trading policies of this country is quite strict as compared to another country that could
negatively impact on the business growth. It is also founded that the exchange rate of the
Australia is positive as it leads to the Australian organization to launch its process for
localities and make higher benefits. From this, it is addressed that the lifestyle of the
organization has been changed hence the organization should be needed to consider such
factor at the time of launching their goods and services.
Ethical issues could be another imperative factors that might influence to the organizational
growth this it can be evaluated that the organization should remain this factor due to
increasing the possibilities of product and services success among the customers. From the
analysis, it is founded that there are certain sources of technical factors which also affected
the business named as Maturity of technology, technology legislation, Innovation potential,
and Global communication issue. Thus, it can be said that if the organization want to sustain

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their position in the marketplace for the long-term then the organization should consider the
same.
Demand forecasted
The demand forecasted tool is imperative to evaluate the demand for goods and services of
consumer in the marketplace (Homburg, et al., 2017). There are two kinds of methods which
could be considered as the sources of demands forecasted tool named as a survey method and
satirical method. This organization has used the survey method which is conducted by
entailing consumer survey as well as opinion poll methods (Aghazadeh, 2015).
This method could be imperative in collecting opinion and views of research candidates
towards their expectation and needs (Baker, 2014). It will also support to manage supply and
demand. It will be affected to the overall productivity of organizational success. From the
application of consumer survey, the organization would be able to get the feedback of
consumer towards goods and services. Another method is the opinion poll method by which
consumer will share their perception of the products and services as they desire to consume
(Chernev, 2018). The collected data will be in the favour of the online app.
(Source: Chernev, 2018).

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Specific market segmentation, targeting, and positioning statements
STP is a vital tool for classifying the market, people, and area to deliver their goods and
services. The organization could segmentation their goods and services on the basis of
different elements named as market segmentation, targeting, and positioning statements
(Kotler, et al., 2018). These are discussed below:
Market segmentation
This organization has considered the geographic as well as demographic factor to classify
their goods and services:
Demographic factor
Woolworths has focused on those persons who comes in the age of 23-35 years old people
who are employed.
Geographic factors
Woolworths has only focus on those people who are lived in the suburban and urban area as
they give more value to the time due to the buzziest time schedule of them.
Targeting statements
For organic food delivery app, this organization has selected differentiate segmentation
strategy by which the organization will make a unique image of the organization in the
marketplace. This organization could differentiate their products and service than their
competitors by features and services.
Positioning statements
In Australia, there are many organizations that uses an online app for delivering the product
and services but there is less organization who deliver the organic food by an online app. This
app delivers unique services to their consumers, which might create a positive position of the
firm among consumers.

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References
Aghazadeh, H., 2015. Strategic marketing management: Achieving superior business
performance through intelligent marketing strategy. Procedia-Social and Behavioral
Sciences, 207, pp.125-134.
Bagozzi, R.P., Rosa, J.A., Celly, K.S. and Coronel, F., 2018. Marketing-Management. Walter
de Gruyter GmbH & Co KG.
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Baker, M.J., 2014. Marketing strategy and management. Macmillan International Higher
Education.
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science, 45(3), pp.377-401.
Kerin, R. and Hartley, S., 2015. Marketing: the core. McGraw-Hill.
Kotler, P., Keller, K.L., Ang, S.H., Tan, C.T. and Leong, S.M., 2018. Marketing
management: an Asian perspective. Pearson.