BUSN20019: Impact of Marketing on Sales & Revenue - Woolworth's

This report assesses the effectiveness of marketing and advertising on the sales and revenue of an organization, specifically focusing on Woolworth's Group, a major retail organization in Australia. It investigates the relationship between financial performance and marketing strategies, identifies popular marketing methods that enhance organizational performance, and evaluates the importance of market research in developing effective marketing strategies. The research explores various marketing concepts such as production, sales, and societal marketing, emphasizing the role of market research in understanding customer needs and preferences. It also analyzes the impact of marketing activities on sales parameters and business performance, highlighting the use of social media and electronic media tools in promotion. The report concludes with recommendations for developing strategies to achieve business goals and maintain a higher market position, while also acknowledging the limitations of the research.

Running head: EFFECTIVENESS OF MARKETING IN IMPROVING SALES
AND REVENUE OF AN ORGANIZATION
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EFFECTIVENESS OF MARKETING IN IMPROVING SALES AND REVENUE OF AN
ORGANIZATION
[Author]
[Institution]

EFFECTIVNESS OF MARKTING IN IMPROVEING SALES AND REVENUE OF
AN ORGANIZATION
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Executive summary
The organizations are using and developing different strategies for promoting and
advertising the business functions more attractive manners that could help to increase the sales
and support to increase the revenue. Moreover, the marketing is necessary element of
organizational functions that involve retaining and growing base of satisfied customers.
Woolworth’s group is one of the major retail organizations from Australia that operating
business since 22 September, 1924. The organization is offering wide range of products and
services according to needs of customers. The current research will help to analyze needs and
effectiveness of marketing for maintaining the market position and gaining the competitive
advantage. The information also contributes in diminishing the risk involved in decision making
process of business and proves to be effective for new initiatives and strategies for the same.

EFFECTIVNESS OF MARKTING IN IMPROVEING SALES AND REVENUE OF
AN ORGANIZATION
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Table of Contents
1. Introduction......................................................................................................................6
1.1 Introduction................................................................................................................6
1.2 Problem statement.....................................................................................................6
1.3 Background of organization......................................................................................7
1.4 Research rationale......................................................................................................7
1.5 Aim and objectives....................................................................................................8
1.6 Research questions.....................................................................................................8
2. Literature review..............................................................................................................8
2.1 Concept of marketing................................................................................................8
2.2 Importance of market research..................................................................................9
2.3 Effect of marketing on sales and performance........................................................10
2.4 Popular choices........................................................................................................11
Research gap:.................................................................................................................12
3. Research design and methodology................................................................................13
3.1 Type of investigation...............................................................................................13
3.2 Data type, sources and data collection method........................................................14
3.3 Data analysis............................................................................................................14
3.4 Ethical consideration...............................................................................................14

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4. Data analysis..................................................................................................................15
4.1 Statistical analysis:.....................................................................................................15
Descriptive analysis:......................................................................................................15
4.2 Bavarian Correlation coefficient:............................................................................15
4.3 Regression analysis:.................................................................................................16
5. Discussion..................................................................................................................17
5.1 H0: There is no impact of marketing on sales and performance of organization....18
5.2 H2: The marketing is having huge impact on sales and performance of organization
H0: The marketing is not having any impact on the sales and financial performance of
organization...............................................................................................................................18
6. Conclusion, recommendations and limitation...............................................................19
6.1 Conclusion...............................................................................................................19
6.1.1 Addressing aim and research questions................................................................19
6.2 Limitation of research..............................................................................................20
6.3 Recommendation.....................................................................................................20
REFERENCES..................................................................................................................21
Appendix............................................................................................................................24
Graphical analysis:.........................................................................................................26

EFFECTIVNESS OF MARKTING IN IMPROVEING SALES AND REVENUE OF
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1. Introduction
1.1 Introduction
Marketing is process of developing interest of potential buyers and customers into
products and services of organization in creative and innovative manners. The process of
marketing in involves the elements like research, promotion and selling as well effective
distribution of products and services (Krush & et al., 2015). The organizations are using and
developing different strategies for promoting and advertising the business functions more
attractive manners that could help to increase the sales and support to increase the revenue.
Moreover, the marketing is necessary element of organizational functions that involve retaining
and growing base of satisfied customers (Armstrong & et al., 2015). The consideration of
marketing strategy and use of advance tools to promote the products and services has significant
impact on business of organization and help them to maintain the growth in the particular sector.
The effective utilization of promotional activities is beneficial for leading organizations to
communicate the information to potential and existing customers that support to manage the
sales.
1.2 Problem statement
In this regards, it needs to be stated that the marketing and sales and revenue are two
different topics in it. The research will analyze importance of marketing to encourage the sales
and revenue of organization. The interdependence of the two is of considerable importance in the
context of business or organizational performance. The research is based on current marketing
objectives and initiatives of organization to manage the sales and improve the level of revenue in
the areas of sales. Under preliminary investigation, it has been that an effective marketing

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strategy has helped in increasing the sales and revenue for the company (Brown, & Peterson,
2011). This has also helped in bettering the overall organizational performances.
1.3 Background of organization
Woolworth’s group is one of the major retail organizations from Australia that operating
business since 22 September, 1924. The organization is offering wide range of products and
services according to needs of customers. The revenue and sales of organization is declining as
organization is not taking the initiatives for effective marketing. The organization is servicing
global areas like Australia, New Zealand and India. The management is looking for effective
promotion and marketing of products and services to meet the business objectives and
maintaining the higher position in the market. Headquarter of organization is located at Bella
vista, New South Wales, Australia.
1.4 Research rationale
The marketing and promotion of products and services plays critical role in sales of
organization. The researcher will analyze issues and factors that affect the marketing services of
organization and offer recommendations for developing the strategy to achieve the goals.
Moreover, the research will analyze relationship between marketing and financial performance
of organization. There are various marketing and promotional strategies are used by organization
to gain the competitive advantage (Jaworski, 2018). The study will analyze effectiveness of
marketing methods and their impact on the business performance of organization like
Woolworth. Additionally, research will identify popular methods of marketing to increase the
sales and revenue. The current research will help to analyze needs and effectiveness of marketing
for maintaining the market position and gaining the competitive advantage.

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1.5 Aim and objectives
Aim:
The aim of research is to evaluate the effectiveness of marketing and advertising on sales
and revenue of organization.
Objectives:
· To determine the relationship between financial performances and marketing.
· Identification of popular methods of marketing that helps in elevating organizational
performances
· Evaluating the importance of market research in developing marketing strategies and
improving sales of an organization
1.6 Research questions
1. The concept of marketing
2. What is the importance of market research in developing a marketing strategy
3. What are the popular choices of advertising for a product and the associative marketing
strategies?
2. Literature review
2.1 Concept of marketing
The concept of marketing is broad and having significant impact on the business
operations of organization to achieve the desired goals and objectives. By using the concept of
marketing the top management of organization analyze the needs of target customers and make
the decisions to satisfy their needs in better than the competitors. The marketing concept
involves production, sales, marketing, production and societal marketing. According to Kirtiş, &

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Karahan, (2011), the organizations that believe in product concept are focusing on quality of
goods and services. The consideration of customer needs and development of products and
services accordingly is helping to promote the products by including the needs of customer. The
organizations try to attract the customers by offering the information about product quality. The
promotion of product and services by considering the needs of customer has positive impact on
buying decisions of customers. The production concept in marketing refers to improvement in
the availability of products and services in the market by increasing the production. The
management tries to reduce the cost of production and focus on marketing functions. This kind
of approach helps to increase the demand of the products and services (Le Meunier-FitzHugh, &
Le Meunier-FitzHugh, 2017).
Selling concept of marketing function helps to attract the customers by using the
concentrate marketing efforts for increase the knowledge level of customers. The selling concept
used by organization of marketing used for retaining the customers for long time by meeting
their needs and objective. Additionally, the marketing concept of organization is based on
satisfaction level of customers by considering that the goods and services that offered to
customers are helping to meet the needs. The top management of organizations is analyzing
current trends and approaches of marketing to promote the goods and services (Pride & Ferrell,
2016). Promoting is pegged to four primary Ps; promotion, pricing, place, and product. It is also
known as the “product mix”.
2.2 Importance of market research
Market research is an essential activity of collecting data and information related to the
needs and preferences of the customers which contributes in the enhancement of the business

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enterprises extensively. According to Leonidou & Hultman, (2018) there is a huge importance of
market research for the growth and survival of the business organization and helps in sustaining
the same for longer periods of time. It mainly allows in recognizing the opportunities and threats
for the business in market place and helps in acquiring the information for making effective
decisions out of it. It has been identified that market research helps in identifying the key
problems and opportunities prevailing in the market related to new and existing products and
services. It studies the consumer behaviors towards the business and assists them in developing
effective business strategies and plans for the betterment (Papadopoulos & Heslop, 2014).
Market research even helps in forecasting the sales aspects and managing the same effectively. It
plays an important role in introducing new products among the potential customer base and the
market area based on the collected data and information (Youn & Vogel, 2017). The
information also contributes in diminishing the risk involved in decision making process of
business and proves to be effective for new initiatives and strategies for the same.
2.3 Effect of marketing on sales and performance
As per Park and et al, (2018), marketing is the concept of identifying new and better
manners of providing enhanced satisfaction to needs and wants of consumers specifically.
Marketing activities lays a remarkable impact over the sales parameters and the business
performances of the organization. It helps in studying the market prospectus and creates higher
probabilities of sales coverage for the business. It has been found that marketing helps in
approaching the right target customer segment and provide them with the best satisfactions by
meeting their needs and wants effectively (Zhang, 2015). Marketing strategies proves to be

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beneficial for the organizations in making appropriate plans for new products and services and
targeting the market accordingly.
Hill & Alexander (2017) had stated that the marketing strategies are highly and
significantly associated with the sales performances and lays both the positive and negative
impacts over the businesses. The activities help in carrying out effective promotions which helps
in attracting the potential customers and meet their needs and wants for sustainable performances
in the market. Achieving desirable market position and maintaining the business performances
requires handling various issues and risks of the market conditions. The marketing initiatives
help the business in enhancing the communication, market approach, brand value, promotional
mix and grabbing the opportunities to the higher extents. These aspects largely help in improving
the sales through customer satisfactions and lead towards the business growth in terms of
financial and sales performances (Sharma & et al., 2014). The strategies allows the authorities to
develop plans for offering right product to the right customer within the right market which
eventually contributes in the sales enhancements and performance improvements of the business
(Le Meunier-FitzHugh and et al, 2017).
2.4 Popular choices
There are different types of approaches and marketing activities are used for creating
awareness, attracting customer and increasing the sales of organization. According to Varnali &
Toker, (2010), in the current time social media is playing critical role in promotion and
marketing of product and services. The consideration of electronic media tools like SMS, email
and social media content are having positive impact on the sales performance of organization
that influencing the buying decisions of target customers. In addition to this, the large

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organizations are using the print media and sponsorship for marketing of goods and services
according to events and target customer groups. These kinds of efforts are having positive
influence on the profitability of organization and increasing the numbers of customers in
particular region (Rodriguez & et al., 2015). However, the cost of marketing by using the
electronic media tools are increasing financial burden on organization but it has vital
contribution in improvement of revenue. The traditional marketing efforts like print and TV are
also used for low cost marketing tactics that supporting to increase the profitability for
organization.
As per the views of Homburg & Jensen, (2007), the online networking has taken
significant place for setting the positive appeal for promoting the sales and generating more
revenue for organization. The electronic media is supporting the management to lower down the
cost of commercial ads of products and services as well supporting to expand the areas of
communicating the message. Moreover, the people are also giving preference to social media
information for making the buying decisions that encouraging organizations to use these kinds of
commercial ads. The expansion of services and customer relations through social media the
productivity of organization is increasing that has positive impact on sales and revenue of
organization (Rogers & Davidson, 2015).
Research gap:
The gap in research is identified for relationship between sales and marketing initiatives
of organization. The organization is not using current trends for marketing and engaging the
customers that have significant impact on the business performance of Woolworth. The research
will analyze impact of marketing on the sales and revenue of organization. Moreover, the current