Comprehensive Marketing Report: Woolworths Limited's Strategies

This report provides a comprehensive marketing analysis of Woolworths Limited, a leading retail business in Australia and New Zealand. The report begins with an introduction to the company, followed by a detailed 5C analysis, examining the company, customers, collaborations, competitors, and context. It then explores Woolworths' data collection methods used for developing its marketing strategy and delves into the specific marketing strategies and tactics employed. The report covers the 4Ps of marketing – product, place, price, and promotion – to provide a holistic view of Woolworths' marketing approach. Finally, the report concludes with a summary of the key findings and insights into the company's marketing management practices.

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student:
Name of the University:
Author’s Note:

1MARKETING MANAGEMENT
Executive Summary
This report will discuss about the concept of marketing as well as the management of the
process of marketing through the lens of the business organization of Woolworths Limited.
The report will begin by introducing the business organization and will also a 5C analysis of
the concerned business organization. The report will also provide an overview of the data
collection methods used by the concerned business organization for the development of their
marketing strategy and will also discuss the marketing strategies used by them. Finally, the
report will conclude with an analysis of the organization on the basis of the 4P framework.

2MARKETING MANAGEMENT
Table of Contents
Introduction................................................................................................................................3
Woolworths Limited..................................................................................................................3
5C Analysis of Woolworths Limited.........................................................................................6
Company................................................................................................................................6
Customers...............................................................................................................................7
Collaborations........................................................................................................................7
Competitors............................................................................................................................7
Context...................................................................................................................................8
Collection of information...........................................................................................................8
Marketing strategy.....................................................................................................................9
Marketing tactics......................................................................................................................10
Product.................................................................................................................................10
Place.....................................................................................................................................11
Price......................................................................................................................................11
Promotion.............................................................................................................................12
Conclusion................................................................................................................................12
References................................................................................................................................13

3MARKETING MANAGEMENT
Introduction
The “advent of globalization as well as the recent developments in the fields of
technology and innovations has drastically changed the way the various business
organizations and the companies transact their business in the present times” (Jobber and
Ellis-Chadwick 2012). It is a reflection of this particular fact the business world in the present
times has become more competitive than it was a few decades ago. Therefore, the various
business organizations in the present times take the help of various kinds of strategies for the
purposes in a bid “to not only outrival their business competitors operational in the same field
of business but also to bring about the overall growth as well as the development of their
business operations” (Jobber and Ellis-Chadwick 2012). Thus, for this particular purpose the
various business organizations often take the help of various kinds of market research tools as
well as frameworks to analyze the current market demands as well as the “needs and the
requirements of the customers in the most effective manner” (Armstrong et al. 2015). It is
significant to note that this particular feature not only “helps the various business
organizations to take into effective consideration the needs as well as the requirements of the
customers in the most effective manner but also helps them to develop strategies which is
likely to help them to mitigate the high level of business competition faced by them in the
contemporary business world” (Armstrong et al. 2015). This report will discuss the concept
of marketing management through the lens of the business organization of “Woolworths
Limited”.
Woolworths Limited
The business organization “Woolworths Limited” founded by “Percy Christmas,
Stanley Chatterton, Cecil Scott Waine, George Creed and Ernest Williams” in 1924 is not
only one of the largest retail business organizations of the nation of Australia but also one of

4MARKETING MANAGEMENT
the most popular ones (Woolworthsgroup.com.au. 2018). It is significant to note that the
organization initially started as a grocery store but in the recent times has become operational
in the retail sector and provides a wide array of services as well as products to the customers
from the diverse parts of the nation. Furthermore, the business organization under
consideration here is “the second largest company in Australia in terms of the annual revenue
which it generates, after Perth-based retail-focused conglomerate Wesfarmers and the second
largest in New Zealand” (Woolworthsgroup.com.au. 2018). In addition to these, the business
organization under consideration here is the “the largest takeaway liquor retailer in Australia,
the largest hotel and gaming poker machine operator in Australia and was the 19th largest
retailer in the world in 2008” (Woolworthsgroup.com.au. 2018). The business organization
under consideration here has more than 69 shopping centers in the nation of Australia and is
operational in the nation of New Zealand as well and it s a reflection of this particular fact
that in the recent times the business organization here has emerged as the 19th largest retail
business organization of the world (Woolworthsgroup.com.au. 2018). The business
organization under consideration here has a team of more than 205,000 employees and caters
to the needs of more than 29 customers from the different parts of the nations of Australia as
well as New Zealand (Woolworthsgroup.com.au. 2018). The mission statement of the
business organization under consideration here is “to deliver the best in convenience, value
and quality for our customers” (Woolworthsgroup.com.au. 2018). The below given figure
gives an overview of the strategies followed by the business organization under consideration
here,

5MARKETING MANAGEMENT
Figure: Strategies used by Woolworths Limited
Source: Woolworthsgroup.com.au
The below given figure gives an overview of the “financial details of the business
organization Woolworths Limited”,
Figure 2: “Financial Statistics of Woolworths Limited”
Source: “Factset, Bloomberg, S&P Cap IQ; Forbes”

6MARKETING MANAGEMENT
5C Analysis of Woolworths Limited
The 5C framework is one of the commonly used tools for the purpose of situational
analysis which is used by the various business organizations in the present times to analyze
the micro as well as the macro environment of their operation (Babin and Zikmund 2015). An
analysis of the business organization Woolworths Limited on this particular framework
would reveal the following facts-
Company
The business organization of Woolworths Limited has been in business for almost 100
years and is known for the quality of the products as well as services which it provides to the
customers from the various parts of the nation of Australia as well as New Zealand.
Furthermore, the business organization under consideration here has a positive brand and also
enjoys the loyalty of the customers in a significant manner (Babin and Zikmund 2015). In
addition to these the wide range of products as well as services which the business
organization under consideration offers to the customers also acts as one of the key strengths
of the business organization (Babin and Zikmund 2015). The weakness of the business
organization under consideration here can be said to be the fact that the business organization
under consideration here has a very limited online presence (Mullins, Walker and Boyd
2012). It is significant to note that the various customers like to take the help of the e-
commerce services offered by the various business organizations and it is here that the
competitors of the business organization under consideration here outrival Woolworths
Limited. The business organization under consideration here can take the help of the various
online platforms as well as the “recent advancements in the fields of technology and
innovations” to further enhance their prospects in the business world. Furthermore, expansion
into the other nations of the world is also another opportunity which the business organization
under consideration here can take the help of (Mullins, Walker and Boyd 2012). The primary

7MARKETING MANAGEMENT
threat which the business organization under consideration here is facing at the present
moment is the threat from its various competitors operational in the same field of business
(Mullins, Walker and Boyd 2012).
Customers
The primary customers of this particular business organization are the citizens of the
nation of Australia as well as New Zealand (Wilson and Gilligan 2012). It is significant to
note that the business organization under consideration here does not have any fixed
customer base as it provides a wide range of services as well as products which are utilized
by the customers belonging to different demographics (Wilson and Gilligan 2012).
Collaborations
The business organization under consideration here has undergone several
collaborations in the present times in a bid “to cater to the needs as well as the requirements
of the customers in the most effective manner” (Wilson and Gilligan 2012). It is significant to
note that the business organizations delivers a wide range of products as well as services to
the customers from the different parts of the nation of Australia and New Zealand and
therefore it has undergone several collaborations with the brands as well as the business
organizations whose products they offer to the customers (Wilson and Gilligan 2012). Some
of the business organizations with which the business organization has undergone
collaboration in the recent time are “BWS and Dan Murphy's in Australia, Australian Leisure
and Hospitality Group (ALH Group) and others” (Woolworthsgroup.com.au. 2018).
Competitors
The business organization under consideration here has several key competitors in the
business market of the nation of Australia. Some of the major competitors of the business
organization under consideration here are Amazon, Wesfarmers, ALDI and others (Business

8MARKETING MANAGEMENT
Insider Australia. 2018). In addition to these, the business organization under consideration
here also faces a considerable amount of threat from the various new start-up business
organizations in the nation of Australia which takes the help of various kinds of innovative
strategies for the purpose of their business (Zimmerman and Blythe 2013).
Context
The business organization under consideration here needs to take into take into
effective consideration the various legal as well as the political factors of the nation of
Australia for the process of their business (Zimmerman and Blythe 2013). A significant trend
which is likely to affect the business market of the business organization here is the fact that
the customers in the present times like to take the help of the various kinds of e-commerce
business organizations. The business organization under consideration here provides very
limited e-commerce services to the customers and therefore this particular customer behavior
is likely to affect the organization in a significant manner (Zimmerman and Blythe 2013).
Collection of information
The business organization under consideration here takes the help of various kinds of
data collection methods for the purposes of the collection of the data which are required for
the purpose of their business (Hair et al. 2012). For example the business organization under
consideration here takes the help of various kinds of market analysis tools as well the concept
of market intelligence to derive the data which is necessary for their business (Hair et al.
2012). In addition to these the business organization under consideration here also takes the
help of various kinds of surveys both online as well as manual in a bid to “find out the needs
as well as the requirements of the customers in the most effective manner” (Hair et al. 2012).
The various competitors of the business organization like Amazon, Wesfarmers, ALDI and
others pose a serious threat to the business organization here as almost all of them provide

9MARKETING MANAGEMENT
online service to the customers which is not being provided by the business organization
under consideration here (Business Insider Australia. 2018). In the present times it is seen
that the business organization has started to provide online or e-commerce services to the
customers in a bid to “cater to the needs as well as the requirements of the customers in the
most effective manner” (Hair et al. 2012). It is significant to note that most of the
collaborators of the business organization under consideration here provide online or e-
commerce facilities to the customers and hold a positive brand image and therefore it would
be apt to say that it would be easy for the business organization under consideration here to
make the necessary transition on the score of this particular factor (Hair et al. 2012).
Marketing strategy
In the present times it is generally seen that the various business organizations take
the help of various kinds of innovative marketing strategies in a bid not only “to outrival their
competitors operational in the same field of business but also to bring about the overall
growth as well as the development of their business organization” (Jobber and Ellis-
Chadwick 2012). The business organization under consideration here also takes the help of
various kinds of effective marketing strategies which has enabled the business organization to
become “one of the largest business organizations not only of the nation of Australia but also
of the world” (Jobber and Ellis-Chadwick 2012). However, the business organization under
consideration here can take the help of a new customer base for the enhancement of their
business. It is significant to note that the majority of the population of the nation of Australia
belongs to the younger category and likes to live a lavish lifestyle. Therefore, if the business
organization taking the help of the e-commerce techniques focuses on this particular
customer base then that is likely to further enhance the prospects of the business organization
in a positive manner (Jobber and Ellis-Chadwick 2012). Furthermore, expansion into the

10MARKETING MANAGEMENT
other nations of the world as well as new emerging markets is another option which the
business organization can take the help of for the enhancement of their business. In addition
to this, the business organization under consideration here can take the help of various kinds
of social media platforms and other electronic means not only for the promotion of the
products as well as the services offered by them to the customers but also to clearly
articulated the values and the qualities of the products and the services offered by them to the
customers (Kotler 2015). The concerned business organization can take the help of effective
value propositions for the purposes of the promotion of the products as well as the services
offered by them to the customers. It is significant to note that the various positing statements
“focus on the development of a marketing strategy and the marketing plan and tactics
supporting that strategy” (Kotler 2015). Thus, the business organization under consideration
can take the help of effective positioning statements for the development of an effective
marketing strategy as well as plan which will focus on the new customer base selected for the
business of the concerned business organization (Kotler 2015).
Marketing tactics
The business organization under consideration can take the help of various kinds of
marketing tactics to bring “about the overall growth as well as the development of their
business organization” (De Mooij 2013). A 4P Analysis of the concerned business
organization would reveal the following fact-
Product
The business organization under consideration here offers a wide range of products as
well as services to the customers from the diverse parts of the nation of Australia. As already
mentioned the business organization started with a single grocery store and however as the
requirements of the customers and the nature of the business world changed the business

11MARKETING MANAGEMENT
organization expanded into the retail sector (Woolworthsgroup.com.au. 2018). It is a
reflection of this particular fact that the business organization under consideration here
provides not only books, groceries, wine, alcohol, furniture, garments and other kinds of
products to the customers from the different parts of the nation (Woolworthsgroup.com.au.
2018). In the present times it is seen that the business organization under consideration is the
one stop gateway for the most popular brands of not only the nation of Australia but also of
the world (Woolworthsgroup.com.au. 2018).
Place
The price place of operation of the business organization here is the nation of
Australia. The business organization under consideration here is operational in almost all the
parts of the nation of Australia and it is a reflection of this particular fact that the business
organization under consideration has around 69 shopping centers in the nation of Australia
(Woolworthsgroup.com.au. 2018). In addition to these, the business organization under
consideration here is also operational in the nation of New Zealand as well
(Woolworthsgroup.com.au. 2018).
Price
The business organization under consideration here follows the policy of price
competition and it is a reflection of this particular fact the business organization under
consideration here provides high quality products as well as services to the customers at a
very affordable (Woolworthsgroup.com.au. 2018). Furthermore, it is generally seen that the
prices of the products as well as services charged by the business organization here is lower
than the price of the same products or services charged by the other business organizations of
the nation. In addition to these, the business organization under consideration here also
provides regular discounts as well as sales to the customers in a bid to attract them to the
shopping centers related to the organization.