Marketing Management Report: Analyzing Woolworths Supermarket

This report provides a comprehensive marketing analysis of Woolworths Supermarket, a leading company in Australia's grocery industry. It delves into the company's introduction, industry analysis, including growth and profitability, and the macro-environment factors impacting its operations. The report examines Woolworths' market segmentation, targeting both primary and secondary markets, and discusses the involvement of the primary segment. It further explores product expansion strategies, online facilities, and pricing ranges, along with new store and refurbishment plans. A significant portion of the report is dedicated to competition analysis, focusing on Woolworths' main competitor, Coles, and their respective strengths and weaknesses. The report also includes positioning strategies and concludes with key findings and references.

Running Head: Marketing management
Marketing management

Marketing management1
Contents
Introduction......................................................................................................................................2
Industry analysis..............................................................................................................................3
Growth & profitability.................................................................................................................3
Macro environment......................................................................................................................4
Market segment...............................................................................................................................5
Primary and secondary target market..........................................................................................6
Involvement of primary segment.....................................................................................................7
Expansion in products..................................................................................................................7
Online facility..............................................................................................................................7
Pricing range................................................................................................................................8
New stores and refurbishments....................................................................................................8
Competition analysis.......................................................................................................................9
Woolworth...................................................................................................................................9
Coles..........................................................................................................................................10
Positioning.....................................................................................................................................10
Positioning map.........................................................................................................................11
Conclusion.....................................................................................................................................13
References......................................................................................................................................14

Marketing management2
Introduction
Woolworths Limited is one of the leading companies in Australia. The company is specialized in
selling groceries but also deals in selling magazines, stationery, and DVDs. Woolworths
supermarkets is a focus center in this report. Supermarket includes vegetables, meat, fruit,
packaged foods, etc. The company was founded in the year 1924, by F.W. Woolworth. The
company operates 1000 stores across Australia that consists of 963 supermarket stores. The
company provides rewards and loyalty bonus to the customers if they buy a product from the
company's stores. The facility of the discount on the product is also available according to the
regions. The competitors of the company in Australia include Coles, Aldi, etc. Woolworths
serves around 18 million customers every week and they give value to each and every one
(Woolworths Group, 2017).
The report talks about the industry analysis of Woolworths Company. This includes the market
analysis as well that consist of the primary segment and target of the company. The paper throws
light on the evaluation of the threats and opportunities of the company considering the Australian
market. The analysis shows the condition of the market of the company.

Marketing management3
Industry analysis
Industry market of Woolworths includes the target customers of the company. The market gets
influenced by the customer preference. Woolworth’s supermarket is leading market this only
reason company is able to earn profit out of it. Further is a discussion of the current trends of
industry analysis.
Growth & profitability
Growth and profitability are must for each and every company. The growth in the sales of the
company rises 3.1% in the second quarter as compared to Coles; the growth posted by the Coles
is 0.9%. The company said that their strategy for the growth of the supermarket is successful.
Company registered growth in the sales of food division by 12.1%. Hence, there is an increase in
the profit by 17.6% (Chung, 2017). The growth of the company can be determined by the shares
that company is holding in the grocery market.
(Source: Sampson, 2017)

Marketing management4
The above image clearly shows the grocery market share in Australia 2016-2017. Woolworths is
holding the highest number of market share which is approximately 33.6%. Coles stands in the
second position. The business of Woolworth's supermarket is increasing day by day. This clearly
shows the growth of the company and also the amount of Profit Company is earning (Fin24,
2016).
Macro environment
The macro environment includes the external environment factors that affect the working of the
Woolworth Company. The pestle analysis is one of the tools that can be used by the company to
analyze the external factors (Kew, & Stredwick, 2017).
P- Political: - Woolworth got the advantage of the political close relationship between the
Australia and New Zealand. This is the reason due to which company was able to establish
trading cooperation between two companies, comprises of the single economy. Shareholders
(domestic and foreign) of the company are also secure because of the economic stability among
the countries (Adamkasi, 2016). Though, political disturbance can reduce the investors due to an
enhancement of the risk factor (Bodie, Kane, & Marcus, 2014).
E- Economic: - The company operates in an economically sound country. Australia consists of
relatively high living standard as compared to the other countries. According to the international
monetary fund, GDP per capita of buying power stands at a 10th position. Though, a company
faced a decline in sales at the time of recession. Apart from this company might face a problem
of unemployment. This may create an impact on the working of the company.
S- Social: - Woolworth believes in delivering the customer delight by fulfilling the demand of
the customers. The company identifies the changes in the customer preference according to

Marketing management5
trends. The company has kept relatively low prices of the product after considering the
affordability of the customers (Fernie, Fernie, & Moore, 2015).
T- Technological: - Company is using information communication technology to bring
innovation in the products. This innovation will enhance the efficiency of company's service and
satisfy the demand of the customers. The company maintains a team of SOA (software oriented
architecture) that monitors the business activity. Recently the company introduced Visa's pay
Wave that helps in reducing the time of customers that they usually spent at check out queues.
This is due to the adoption of the latest technology.
L- Legal: - In the retail sector each company needs to manage the food licensing requirement. If
in case, the company wants to open retail outlets then company need to fulfill the legal
formalities. These regulations can impact the working of the company. The quality of the food
that the company is providing should be managed according to the country's regulations.
E- Environmental: - Company should always follow the environment-friendly business activities.
They took part in the activities which reduce the harm to the environment. Woolworths has been
participating its resources that help in minimizing the carbon footprint of the company. This will
also reduce the waste of the natural resources. Investors and customers are aware of the
environmental impacts so they like to invest in the company that takes care of the environmental
factors.
Market segment
Woolworths Company target different market segments. The markets which are targeted by the
company include a demographic segment, behavioral segment, and psychographic segment
(Culley, Graham, Kay, Norberry, & Wilson, 2017).

Marketing management6
Demographic segmentation: - The economic condition of the Australia is favorable for the
growth of the supermarket. The country comes under the developed country and standard of
living of the people is quite high. The demographic segment also includes people of different age
group, family size etc. Woolworth's supermarket targets all the age group people.
Psychographic segmentation: - This segment consists of the traits, values, and lifestyles of
consumers. Generally, the company target people having the high-income slab. The purchasing
power of the consumer in Australia is relatively high.
Behavioural segmentation: - The customers of the company spend a lot on shopping.
Woolworth’s supermarket consists of all the required products of the consumers. The knowledge
of the consumer defines the buying power of the consumer.
Primary and secondary target market
Each and every organization maintains some primary as well as a secondary target market. The
primary target market is the segment where the company believes that they will be to give their
best chance (Gitman, Juchau, & Flanagan, 2015). Woolworth also has a primary target market
that includes customers having high-income slabs. The company aims at social development and
concentration on the environmental needs of the customer. That is the reason the product is
offered to the limited range of the people. Though, supermarket products are available for all age
group people. The living standard or lifestyle of the Australians is quite high as compared to the
other countries. More than 76% of the people like to buy products from the supermarket. This
shows the living standard of the Australians. The product is available for both the genders. So it
undoubtedly shows that the company can effortlessly earn a profit after targeting the primary
market.

Marketing management7
On the other hand, a secondary target market is a market which is second most important for the
company. The people who buy the product according to their preference are second most
important customers (Albuquerque, Cassel, Phalippou, & Schroth, 2017). The users of the
particular product only generate a sale for one product. Hence, company focus on this market on
the secondary basis. The attitude of the customer towards a product of the Woolworth comes
under the behavior of the customer for that product. Ultimately company decided whenever
customer preference is for a single product then it comes on the secondary market.
Involvement of primary segment
The level of involvement primary segment in Woolworth Company plays an important role. This
involvement can affect the decision making of the company. Woolworth supermarket is popular
in Australia.
Expansion in products
The demographic segment includes the people of different age group have different preferences.
This makes the company introduce a new product that can attract customers. Considering the
people who can’t cook company decided to provide ready-to-heat meals which provide
convenience to the customers. The company also provide the facility of ready-to-cook food
products. The company is increasing the range of the meals this is because of the change in the
lifestyle of the customers (Battersby, & Peyton, 2014).
Online facility
The demand for the products is continuously increasing which makes the company from decision
considering the customer lifestyle. The level of involvement of customers is continuously

Marketing management8
increasing. Some primary segment customers were not able to visit supermarket every time. To
enhance the convenience of the customer company took a decision to provide the products
online. The company took a step to invest the amount in multi-channel (Arli, Dylke, Burgess,
Campus, & Soldo, 2013). The company offered new click and collect locations to customers
within Australia.
Pricing range
The sales of the company get affected because of the price of the products. Company target high-
income slabs people. Reason being the prices of the product provided by the customer is
relatively high. Comparing the pricing strategy with the competitors it's quite high (Pollard,
Landrigan, Ellies, Kerr, Lester, & Goodchild, 2013). Woolworths tries to understand the range of
the price customer wants or the affordability of the customers. This affected the company to
bring higher quality and better prices.
New stores and refurbishments
The company is said that they are trying to manage the balance between new stores and existing
store refurbishments. At the time of the refurbishment company will take help of the local
customers for the designs. The company wants to design according to the preference of the local
customers. Customers made the strategy to open the store outlet where they can find the huge
number of the potential customers. Considering the primary segment company took the decision
for new outlets (Australian food news, 2015).
The above given are the few points which show that the primary segment influences the
decisions of the company. These decisions enhance the growth and fulfill the demand of the
customers. This helps in enhancing the customer loyalty towards the brand.

Marketing management9
Competition analysis
The competition of the Woolworth supermarket in Australia is continuously increasing. The
current competitor of the Woolworths Company is Coles. As per the data, Woolworth is 42%
expensive than Coles. The keep same or similar prices of the product across the world but on the
other hand, Coles Company changes the prices according to the regions. The company also
claims that they ensure that their customers provide a great quality product at the excellent
prices. Strength and weakness of the company show the internal analysis of the company. As
Coles is the biggest competitor of the Woolworth so below are the strength and weakness of both
the companies. Woolworth has a direct connection with the suppliers which helps the company
for smooth operations (Murray, 2014).
Woolworth
Strength
 The company is well-known brand and oldest brand in Australia. That consists of a large
number of outlets.
 The company has a strong commitment to sustainability and environment. They also take
care of the CSR programs that help the brand in creating a good market in Australia
(Grigg, 2015).
Weakness
 The company provide a product at relatively high cost and avoid offering a discount to
the customers.
 The company doesn't have an international presence.

Marketing management10
Coles
Strengths
 The company provides attractive pricing strategy to their customers along with the
promotional offers.
 The promotional strategy of the company made the brand popular within the country and
outside the country. This is the initial step to expand the business internationally.
Weakness
 Coles company is not able to fulfill the social responsibility and not able to fulfill CSR.
That leads to the negative image of the brand in Australia.
 The company operates on low margin as compared to the competitors such as
Woolworth.
The above description shows the strength and weakness of the company as well Competitors
Company. Woolworth strength is a weakness of Coles and Cole’s strength is a weakness of
Woolworth or vice versa. The competition among both the companies is neck to neck. It is also
said by the company that they are making 3-year strategies that will help the companies in
enhancing the trust of the customer. The strategies formed by the company focuses on the
lowering the cost of the products and improving the customer satisfaction.
Positioning
The positioning of the Woolworth supermarket in Australia market is relatively high than its
competitors. The position of the company can easily be measured by analysing the amounts
spent by the Australian on the supermarkets (Heffernan, 2016).

Marketing management11
(Source: Roy Morgan, 2015)
The above image throws light on the amount spent by the grocery buyers on supermarkets.
Australian spends $32.6 billion at Woolworths which is comparatively more than other
supermarkets. This clearly shows the popularity of the brand and the position of the company.
The company stands on 1st position in Australia. On the other hand, the amount spent by the
grocery buyer on Coles was $29.8 billion. This was possible because of the involvement of the
primary segment of the company. Company sales, profit, position, etc. rely on the involvement
of the primary segment (Richards, & Devin, 2016). The brand plays an important role for a
company to lead in the market. The position of the brand is directly related to the brand value of
the company.
Positioning map
It is a map that categories the company on the basis of the quality and prices. The map helps in
understanding the position of the company. The price and quality of the products play an
important role for the company.