MKG701 - Marketing: External Analysis of Michelle Bridges Range

This report provides a comprehensive marketing management analysis, focusing on the "Michelle Bridges Delicious Nutritious Range" by Woolworths Group. It begins with a company and product overview, followed by an examination of factors influencing the product's market, including competition, economic stability, political trends, legal and regulatory issues, technological advancements, and socio-cultural trends. The analysis suggests a favorable environment for the product in the United Kingdom. The report concludes by outlining potential opportunities and threats facing the product in the current market.

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

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Executive Summary
This report will focus on the concept of marketing management and its various related aspect.
For this particular analysis the report will take into consideration the product “Michelle
Bridges Delicious Nutritious Range” of Woolworth Group. The report will begin by offering
an overview of the company and the product. The report will then discuss the various factors
which affect the market of this particular product. The results of the analysis show that the
environment of the United Kingdom will be very congenial for the product under
consideration here. Finally, the report will conclude with an overview of the threats and the
opportunities which the product can face currently.

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Table of Contents
Introduction................................................................................................................................3
“Michelle Bridges Delicious Nutritious Range”........................................................................3
Competition............................................................................................................................3
“Economic growth and stability”...........................................................................................4
Political trends........................................................................................................................4
Legal and regulatory issues....................................................................................................5
Technological advancements.................................................................................................5
“Socio-cultural trends”...........................................................................................................5
“Summary of Opportunities and Threats”..................................................................................6
Conclusion..................................................................................................................................6
References..................................................................................................................................7

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Introduction
Marketing forms an important part of the entire management of the various business
organizations (Armstrong et al. 2015). Therefore, the various business organizations put
special emphasis on the concept of marketing to bring about the overall growth as well as the
development of their business organization (Armstrong et al. 2015). It is significant to note
that the concept of effective promotion forms one of the most significant part of the process
of marketing (Wilson and Gilligan 2012). Thus the various business organizations often take
the help of diverse innovative strategies for the purposes of the promotion of the products as
well as services offered by them (Wilson and Gilligan 2012). This report will focus on the
concept of marketing strategies and also the situational analysis used by the various business
organizations.
“Michelle Bridges Delicious Nutritious Range”
The customers in the present times have become much more health conscious than
they were in the earlier times. It is a reflection of this that the customers in the present times
oft for the organic as well as the food items which are more nutrient providing. The
“Michelle Bridges Delicious Nutritious Range” of the business organization Woolworth
Group is one such product which is designed keeping into consideration the health
consciousness of the customers (Woolworths.com.au. 2018). It is significant to note that this
particular product is highly in demand in the present market of the Australia and have been
much appreciated by the various customers.
Competition
The business world in the present times have become much more competitive than it
was in the earlier times and it is a reflection of this that the level of competition by the

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various products and the services launched by a particular business organization has
increased significantly (Wilson and Gilligan 2012). When the competition faced by the
product under consideration here is taken into consideration it will be seen that there are
many business organization in the nation of Australia which offer similar kind of products to
the customers and that too at very affordable prices. Therefore, it can be said that the product
under consideration here faces a considerable amount of competition from the similar
products launched by the other business organizations.
“Economic growth and stability”
As already mentioned the business house under consideration is one of the largest
ones in the nation of Australia and the economic growth options which are available to the
concerned business organization are very significant (Sheth and Sisodia 2015). The
organization also enjoys stable market conditions in the nation of Australia. Therefore, it can
be said that the product range launched by the company will enjoy stable economic
conditions as well as growth in the market of Australia and therefore it can be said that the
economic condition of the nation is likely to act as an opportunity to the organization.
Political trends
The factor of politics plays a significant role in the business operations of a particular
business organization (Wilson and Gilligan 2012). It is to be noted that the company enjoys a
“very stable political condition in the nation of Australia”. Therefore, it can be said that the
product launched by the company under consideration here will enjoy the “stable political
condition of the nation of Australia”. The stable political environment of the nation of
Australia will actually act as an opportunity to the company and it can utilize this stable
political climate to enhance the business of this particular product.

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Legal and regulatory issues
The product under consideration here needs to follow the various legislation of
Australia not only related to the manufacture of the product under consideration here but also
for the quality parameters. Furthermore, the product needs to go through the various quality
checks as well as nutrients checks to get approved by the various governmental authorities
(Wilson and Gilligan 2012). Therefore, it can be said that the legal factors will act as a threat
to the organization as following all these requirements the company will not be able to cater
all the needs and the requirements of the customers.
Technological advancements
The company under consideration here takes the help of the “recent advancements in
the field of technology and the innovations” for the process of the manufacture of its products
which it offers to the customers (Armstrong et al. 2015). Furthermore, the various platforms
of technology are also utilized by the concerned company for the purposes of effective
promotion of the product under consideration here. The technological factor will actually act
as an opportunity to the organization as by the effective use of these technologies it will be
able to serve the customers in a much better manner.
“Socio-cultural trends”
The society of Australia is a multicultural one and very open to the new products
offered by the various companies operational in their nation (Wilson and Gilligan 2012).
Therefore, this particular new product will be very appealing to the customers of the nation as
it appeals not only to the desire of the people to try out new products but will also appeal to
their desire to consume more healthy food products. Thus, the “socio-cultural trends” is likely
to have a positive impact on the product under consideration here and will act as an
opportunity for the company.

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“Summary of Opportunities and Threats”
The major threat which the concerned product faces as per the macro and micro
environmental analysis is from the “threat of competition” (Wilson and Gilligan 2012). It is
significant to note that there are several companies in Australia which offer the same kind of
products to the customers (Wilson and Gilligan 2012). Another significant threat which the
product faces is from the changing tastes of the customers as it is often seen that most of the
customers like to consume non-vegetarian food and rarely consume organic food items. The
company can take the help of the social media or other kinds of effective promotional
methods to enhance the sale of its products.
Conclusion
To conclude, the business world has become much more diversified than it was a few
decades ago. Therefore, the products launched by the various companies in the market are
finding it very hard to sustain themselves in the market. It is a reflection of this that most of
the products launched by the various companies had to go off the market after a very short
period of time.

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References
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Forbes.com. 2018. Forbes Welcome. [online] Available at:
https://www.forbes.com/companies/woolworths/ [Accessed 19 Apr. 2018].
Sheth, J.N. and Sisodia, R.S., 2015. Does marketing need reform?: Fresh perspectives on the
future. Routledge.
Wilson, R.M. and Gilligan, C., 2012. Strategic marketing management. Routledge.
Woolworths.com.au. 2018. Michelle Bridges Delicious Nutritious Range. [online] Available
at: https://www.woolworths.com.au/shop/discover/our-brands/delicious-nutritious [Accessed
19 Apr. 2018].
Woolworthsgroup.com.au. 2018. Woolworths Group: Quality Brands and Trusted Retailing.
[online] Available at: https://www.woolworthsgroup.com.au/ [Accessed 19 Apr. 2018].