Woolworths Marketing Management: Corporate Objectives and Strategies

This report provides an analysis of Woolworths' marketing management, examining its corporate objectives, marketing orientation concepts, and core marketing strategies. It explores how Woolworths, a leading Australian retail company, sets and achieves its goals, including delivering a superior shopping experience and fostering customer loyalty. The report delves into Woolworths' market orientation, emphasizing its customer-centric approach and the influence of children as key influencers in advertising. Furthermore, it details the company's B2C marketing strategy, outlining its strengths such as brand recognition and weaknesses like a limited global presence. The conclusion stresses the importance of understanding the target market for enhanced competitiveness in the retail sector. The report references various marketing management theories and research to support its findings.

Running head: MARKETING 1
Marketing Management: Woolworths
Student Name
Institution

MARKETING 2
Introduction
Marketing management plays a critical role in the success of the business (Hollensen,
2015). Woolworths, one of the leading companies in Australia enjoys its success due to its
effective marketing strategies as displayed in the public domain. In Woolworth's brief
overview, the company operates in the retail industry operating with more than 3000 stores in
Australia. This assignment will identify the concept of corporate objectives by Woolworths,
discuss the company’s marketing orientation concepts, and explain Woolworths core
marketing strategies.
Corporate Objectives
The success of a business depends on the corporate goals set since these influence both
the internal and external decisions (Kumar et al., 2011). Woolworths relies on the corporate
objectives set in enhancing its strategic planning and processes. Woolworths group has turned
to be one of the trusted business partners to many manufacturers and local farmers in the retail
industry. The main corporate objectives of Woolworths include:
i. To deliver to customers the right shopping experience every time.
ii. To assist all members of Woolworths family to realise financial security and wellbeing
through the provision of a relevant range of products and competitively priced savings.
iii. Woolworths aims at having customers rate the company as number one across all its
brands.
In achieving these corporate objectives, the marketing management of the company
employs five (5) priorities which include:
i. Building a client led culture and team
ii. Designing sustainable sales policies

MARKETING 3
iii. Empowering all its portfolio to offer shareholder value
iv. Leading systems excellence in the retail sector
v. Evolving its products in a manner convenient to customers
Marketing Orientation Concepts
With the broad evolution of marketing concepts and orientations, Woolworths values
the customer as the key asset to its success in the world market. Woolworths uses the market
orientation in its marketing concept (Boso, Story, & Cadogan, 2013). Woolworths is a market
oriented company that put customers demands and needs at the heart of its business.
Woolworths has received praises from all corners of the world market from customers due to
its intense marketing campaigns.
In the advertisement of food products, Woolworths has targetted their clients biggest
influencers other than the customers i.e.,., children. Woolworths advertises its products, for
example, snacks, chilly, freezers, milk and others in a cost effective manner. Targeting the
immediate customer influencer (children) helps Woolworths increase sales since children
demand to the consumer these products (Boso, Story, & Cadogan, 2013). The marketing team
finds the right brand of the product under which to advertise in a given market hence
delivering the desired product better than their competitors, for example, Wesfarmers.
Core Marketing Strategies
The core marketing strategies of Woolworths go hand in hand with its corporate
objectives. Woolworth's marketing strategies focus on "offer," "growth," and "efficiency" in
an attempt to win over new grocery and retail shoppers (Wilson et al., 2012). Woolworths
uses business to consumer (B2C) marketing strategy. The B2C marketing strategy offers both
strengths and weaknesses to the company.

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Strengths Weaknesses
i. Excellent brand names and efficient
customer services
ii. Wider target market and client base in
the modern retail trade business
iii. Running several subsidiaries that
create a favorite own store brands. Eg,
lady bird
i. Negligible global presence which
gives competitors some competitive
advantage over their target market
ii. The retail market brands have failed
to enhance sustainability and demand
in the market
iii. Late entry in the online marketing that
creates room for competition hence
selling at lower prices thus less
profitability
The B2C marketing strategy will help Woolworths meet its corporate objectives
through understanding the market needs, consumer preferences, and using customer response
in the designing of high quality and demanded retail products.
Conclusion
In conclusion, strategic marketing plays a critical role in the ultimate business
success. The selling orientation marketing concepts require companies to understand the
target market first before designing the strategy to exploit the market. Further, the B2C
marketing strategy helps businesses interact directly with the target consumer hence
enhancing sustainability. Therefore, Woolworths should understand the target market needs to
enhance its competitiveness in the retail sector.

MARKETING 5
References
Boso, N., Story, V. M., & Cadogan, J. W. (2013). Entrepreneurial orientation, market
orientation, network ties, and performance: Study of entrepreneurial firms in a
developing economy. Journal of Business Venturing, 28(6), 708-727.
Hollensen, S. (2015). Marketing management: A relationship approach. Pearson Education.
Kumar, V., Jones, E., Venkatesan, R., & Leone, R. P. (2011). Is market orientation a source of
sustainable competitive advantage or simply the cost of competing?. Journal of
marketing, 75(1), 16-30.
Wilson, A., Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2012). Services marketing:
Integrating customer focus across the firm. McGraw Hill.