University Marketing: Blog Writing and Corporate Objectives

This report delves into the realm of marketing, focusing on the art of blog writing and its application to real-world business scenarios. The assignment analyzes the concepts of corporate objectives, evaluating an organization based on publicly available information. It explores various marketing orientation concepts, including production, selling, and marketing concepts. A core component of the report is the examination of a company's marketing strategy, specifically focusing on Wesfarmers Limited, its strengths, weaknesses, and how its strategy aligns with its corporate objectives. The analysis includes an assessment of organizational change, factors influencing the success or failure of change programs, and the importance of communication and cultural considerations in change management. The report is supported by a comprehensive reference list, citing relevant academic sources to bolster its findings and arguments.

Running head: BLOG WRITING
Blog Writing
Name of the Student:
Name of the University:
Author Note:

2BLOG WRITING
Table of Contents
Topic 1.............................................................................................................................................2
Blog 1...............................................................................................................................................2
Blog 2...............................................................................................................................................2
Blog 3...............................................................................................................................................3
Blog 4...............................................................................................................................................4
Assessment 2...................................................................................................................................5
Identifying the concepts of corporate objectives and evaluate an organization with information
available in the public domain.........................................................................................................5
Discuss marketing orientation concepts..........................................................................................5
Core marketing strategy of an organization.....................................................................................6
Strength and weakness of current marketing strategy and explain how this strategy help the
organization to reach its corporate objectives.................................................................................7
Reference List..................................................................................................................................8

3BLOG WRITING
Assessment 1
Topic 1
Blog 1
Organizational change is considered to be the riskiest and most shaking things on earth
that is planned by any business enterprise. But a successful reorganization can set an
organization on the path to success like nothing else actually can (Swanson, Territo & Taylor,
2016). Change that threatens valued professional or any of the occupational identities is
problematic. For me, change is not a variable. Rather, it is a set of deeply embedded habits and
ways of looking at the world that desire to work for its cultural members. Therefore, there are
limits to an extent up to which cane can be directed or hastened (whatever the case may be). I
have seen people resist changes for illogical reasons. The main reason behind it is sense of fear
or power loss. Organizational change- it is the secret to bring successful change in an
organization. Three words are communicate, communicate and communicate.
Blog 2
Nowadays, contemporary organization face rapid change like it was never before. With
the emergence of globalization, market has huge opportunities for attainment of growth and
revenue. The diverse markets deal with wide variety of needs as well as expectations of the
strong customers and collaborators at the same time. Now the question arises for the
stakeholders, the answer is analysis of stakeholders has increased where some of the Executives
have been convicted of illegitimate actions in their business enterprise. It is all about

4BLOG WRITING
understanding the capability to handle change after continuing for meeting the needs of
stakeholders as it is one of the essential skills that should be present in leaders and managers in
competitive world environment (Sharif & Scandura, 2014). Efforts are made constantly by the
leaders and managers for accomplishing and engaging in significant change as it is inherent in
their jobs. Probably that we realize that some are very good at this effort and other still struggle
and fail
Blog 3
Change programs in an organization fail because of lack of knowledge. There is a huge
gap between what individual know and what they do. All the information in real terms are not
applied and all the talent that are not being used actually cost business billions of dollars every
year (Carter et al., 2013). The other reason for failure of change program is lack of skill and
practice. Individuals do not have the required skills and expertise that is actually needed to plan a
change for any business enterprise. For instance, Hewlett-Packard paid consideration to the
transformation of leadership from stable, independent business environment to unbalanced
surroundings as well as finally gained the positive result of change management. Later, HP had
to face unexpected challenges where the company had to adjust to a major reorganization and
had to merge with Compaq. The line managers did not support as needed and therefore decision-
making activities were slow (Benn, Dunphy & Griffiths, 2014).

5BLOG WRITING
Blog 4
Change programs in an organization fail because of hidden conflicts working against
change (Anderson, 2016). Some of the leaders have proper understanding on how to lead change
but they do not put those facts into action. Other reason for failure is culture working against
change. It is according to the research that leaders of victorious changes get people at all levels
who get involved by keeping them in the loop and listening to their ideas and taking ownership
for their part of change. For instance, the case study focus on culture clash between Schroders
and Salomon Smith Barney who belong to Citigroup investment bank where they need to be
integrated when two banks merged for solving the cultural issues and implemented successful
change management. After that, it is noted that cultural issues was big pitfalls in the process of
merging two banks and it is insane to lose sight of the pressure as well as role of society in the
procedure of change management (Cameron & Green, 2015).
Assessment 2
Identifying the concepts of corporate objectives and assess an organization with
information accessible in the public domain
The corporate objective of Wesfarmers Limited is to provide satisfactory return that is in
accordance to the needs of shareholders (Sheth & Sisodia, 2015). In addition, the Australian
company main objective s to meet the level of performance to attain future goals and objectives.
The company focuses on capital efficiency techniques for retaining the topmost position. The
company actually looks for ways for improving their working capital efficiency for all their

6BLOG WRITING
business and ensures string regulation in relative to capital expenditure as well as other
speculation decision that is required to be made. The company aims at optimizing shareholder
returns by using dividend policy where the main approach is related to capital management as
well as disciplined portfolio management at the same time ("Wesfarmers.com.au", 2017). While
looking at the acquisition of business, it is noted that the Group had applied filters. The company
actually applies a long-term horizon for undertaking investment decisions for creating value for
the shareholders for given period of time.
Discuss marketing orientation concepts
Production concept- Production concept is one of the conceptions that is the oldest thought in
trade. In addition, the concept holds the fact that customers will favor products that are widely
obtainable as well as inexpensive. It is the managers who mainly focus on the concept as it deals
with achieving high production efficiency, mass distribution and low costs. In this concept, it
was assumed that consumers will show interest towards products that are available at lower
prices (Hutchinson et al., 2015).
Selling concept- Selling concept is one of the concepts in the marketing orientation concepts.
Here, it is believed that consumers and business are left alone and will purchase enough for sale
of products of the company. The business organization needs to undertake an aggressive selling
as well as promotion effect (Hollensen, 2015).
Marketing concept- Marketing concept is one of the business philosophies that actually
challenge all the other marketing orientations. It explains the key to achieve its goal of the
organization where company is more effective than its competitors (Goworek & McGoldrick,

7BLOG WRITING
2015). Here, marketer’s believes in delivering as well as communicating values to the customers
or selected target customers.
The selected organization is Wesfarmers Limited and it uses the marketing concept as the
prime concern of the business is to meet the needs and expectations of customers in the most
desired way ("Wesfarmers.com.au", 2017).
Core marketing strategy of an organization
The core marketing strategy of Wesfarmers Limited is to create an comprehensive work
surroundings by giving special concentration to gender diversity as well as enclosure of
Aboriginal and Torres Strait Islander people ("Wesfarmers.com.au", 2017). The company aims at
burdening the skills as well as experience of the pool where they can draw and attract top talent
of the business. They believe in providing greater alignment to the needs of the customers. The
company believes in bringing improvement to creativity as well as innovation and modeling
responsible corporate citizenship (Armstrong et al., 2015).
Strength and weakness of present marketing strategy and give details how this strategy
help the association to reach its corporate objectives
The strength of Wesfarmers Limited in applying current marketing strategy is they have
access to different levels of generic brands that caters to specific types of buyer
("Wesfarmers.com.au", 2017). The company occupies the topmost position and applies
marketing strategy that best suits for getting access to its targeted customers. Wesfarmers
Limited involves in successful promotional campaigns and had attractive pricing strategies with
frequent price-cuts as well as offers that best suit with the needs of the targeted customers.

8BLOG WRITING
The weakness of the current marketing strategy faced by Wesfarmers Limited is negative
publicity that surrounds hard-line negotiation with the Australian suppliers that hurt the public
sentiment towards the company ("Wesfarmers.com.au", 2017). The company faced stiff
competition from other rivalry firms such as Woolworths that operates on lower margins.

9BLOG WRITING
Reference List
Anderson, D. L. (2016). Organization development: The process of leading organizational
change. Sage Publications.
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction.
Pearson Education.
Benn, S., Dunphy, D., & Griffiths, A. (2014). Organizational change for corporate
sustainability. Routledge.
Cameron, E., & Green, M. (2015). Making sense of change management: A complete guide to
the models, tools and techniques of organizational change. Kogan Page Publishers.
Carter, M. Z., Armenakis, A. A., Feild, H. S., & Mossholder, K. W. (2013). Transformational
leadership, relationship quality, and employee performance during continuous
incremental organizational change. Journal of Organizational Behavior, 34(7), 942-958.
Goworek, H., & McGoldrick, P. (2015). Retail marketing management: Principles and practice.
Pearson Higher Ed.
Hollensen, S. (2015). Marketing management: A relationship approach. Pearson Education.
Hutchinson, K., Donnell, L. V., Gilmore, A., & Reid, A. (2015). Loyalty card adoption in SME
retailers: the impact upon marketing management. European Journal of
Marketing, 49(3/4), 467-490.

10BLOG WRITING
Sharif, M. M., & Scandura, T. A. (2014). Do perceptions of ethical conduct matter during
organizational change? Ethical leadership and employee involvement. Journal of
Business Ethics, 124(2), 185-196.
Sheth, J. N., & Sisodia, R. S. (2015). Does marketing need reform?: Fresh perspectives on the
future. Routledge.
Swanson, C. R., Territo, L., & Taylor, R. W. (2016). Police administration: Structures,
processes, and behavior. Prentice Hall.
Wesfarmers.com.au. (2017). Wesfarmers.com.au. Retrieved 4 August 2017, from
http://www.wesfarmers.com.au