Marketing Foundations: Opportunity Analysis of Wesfarmers

This report presents an opportunity analysis for Wesfarmers, an Australian-based departmental store. It begins with an executive summary, followed by an overview of the company's background and market situation. The analysis includes market analysis, macro and micro environmental factors (PESTLE), competitor analysis, and consumer analysis. SWOT analysis is used to evaluate the company's strengths, weaknesses, opportunities, and threats. The report also outlines marketing initiatives and objectives, including expanding the total market, increasing product offerings, and enhancing customer loyalty. The report highlights key competitors like Woolworths and provides a competitive market summary. Finally, the report concludes with a list of cited references. The report aims to provide insights into Wesfarmers' market position and strategic recommendations for future growth.

Running head: Opportunity Analysis for Wesfarmers
Opportunity Analysis for Wesfarmers
Name of the Student
Name of the University
Author Note

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Opportunity Analysis for Wesfarmers
Executive Summary
The reports show about the different market strategies of company. The report is based upon
Wesfarmers which is a departmental store and carry its business in Australia and some other
country. The report show about the different strategies of company as swot analysis and
Pestle. It also shows about the competitors’ summary which will affect the company profit as
well it market share. Lastly it show about consumer analysis and marketing objective of
company.

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Opportunity Analysis for Wesfarmers
Table of Contents
Introduction................................................................................................................................4
Overview of Company...............................................................................................................4
Situation Analysis......................................................................................................................4
Market Analysis.....................................................................................................................4
Macro Environmental Analysis..............................................................................................5
Micro Environmental Analysis..................................................................................................7
Company Analysis.................................................................................................................7
Competitor Analysis...............................................................................................................7
Consumer Analysis................................................................................................................8
Swot Analysis.........................................................................................................................9
Marketing Initiative....................................................................................................................9
Marketing Objective.................................................................................................................10
Reference..................................................................................................................................11

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Opportunity Analysis for Wesfarmers
Introduction
Marketing plan is plan which show different company strategy which the company
will use for its upcoming business. The plan can be made of different interval of time as per
the need and requirement of company1. It helps the company to modify its vision and mission
while implementing it in its business activities. The report show about the different marketing
aspects of the company and how it able to make proper utilization of each plan in their
strategies.
Overview of Company
The report is based upon Wesfarmers, which is an Australian Based Company. The
company is a departmental store and carry its business in limited countries. The company is
found in 1914, as a base of co-operative company which is controlled by the Australian
Framers and later on in 1984 it got listed in Australian Securities Exchange. The company is
having is headquarter in Perth, Western Australia. It deals with all types of consumer product.
Situation Analysis
Market Analysis
The market in which company deals is individual market as it is a grocery store so
company is able to deal with ultimate consumer so the market in which the company is
dealing is consumer market2. The consumer can able to pick their product as per their choice
1 Abdel-Basset, Mohamed, Mai Mohamed, and Florentin Smarandache. "An extension of
neutrosophic AHP–SWOT analysis for strategic planning and decision-
making." Symmetry 10.4 (2018): 116.
2 Baker, Michael J. Marketing strategy and management. Macmillan International Higher
Education, 2014.

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Opportunity Analysis for Wesfarmers
and preference so that it will able to give company more amount of revenue from the
business. The company have done many segment so that it can able to capture more amount
of market as the segment which are done by company is Grocery store, shoppers of lifestyle
product and shoppers of automotive parts. The company is targeting shoppers who are
interested to purchase company product as well as it able to provide them a proper discount
on each kinds of products3. Company is able to have a proper store with diversified business
as Coles, Kmart, Office works and Bunnings Warehouse.
Macro Environmental Analysis
Political Factor – This are the factor which can affect company long term sustainability and
also the profit of company in some extent in regards of different countries. As the company
carry its business operation in different country so it has to deal with different political sector
so company should able to meet with all the political situation so that it can able to carry its
business activities properly and effectively.
Economic Factor - This also affect the company overall performance so company should
able to have proper information in regards of economic factor so that it can carry its business
operation easily4. As inflation rate, interest rate and saving rate so if there is any change in
any rate than company will affected as it will have to pay more which will decrease its profit
so company should able know how to stay focus upon the inflation method and able to utilize
that while carrying business activities.
3 Cadle, James, Debra Paul, and Paul Turner. Business analysis techniques. Chartered
Institute for IT, 2014.
4 Chernev, Alexander. Strategic marketing management. Cerebellum Press, 2018

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Opportunity Analysis for Wesfarmers
Social Factor – The company carry its operation in many countries so it should carry its
business as per the social and culture of the country5. As the attitude which the consumers
have in the country also affect the company so it should able to take into consideration while
carrying its business activities in market.
Technological Factor – It is one of the most fast growing section which should be taken into
consideration by the company while carrying its business activities. The analysis which the
company should consider is recent changes which have arrive in technological aspects of
company as well as should know the impact of technologies upon the product and service
which is provided by company to its customers.
Environmental Factor – Company carry its business in different market and each market
have different environmental standard which should be followed by the company as its
should take care of the law relating environment pollution as well as how to do waste
management while carrying business activities6.
Legal Factor – Each country has their own legal law and regulation which should be
followed by the company to carry its business activities so company should be able to fulfil
all the legal requirement of the country.
5 Shaw, Stephen. Airline marketing and management. Routledge, 2016.
6 Suh, Jungho. "Theory and reality of integrated rice–duck farming in Asian developing
countries: A systematic review and SWOT analysis." Agricultural Systems 125 (2014): 74-
81.

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Opportunity Analysis for Wesfarmers
Micro Environmental Analysis
Company Analysis
Positive about Company
 Company is having Brand Image
 Huge Number of Segmentation of Business
 Many Number of Different Stores
Negative about Company
 Lack of proper management
 High amount of cost of product
 Low growth in company business
Competitor Analysis
The company is having a grocery store so it is having a high level of competition in
the company which can result in huge loss to the company7. The biggest competitor of the
company is Woolsworth as it is having also same strategy and marketing process. The key
places of the competitors can be considered as Best and less, Myer, Hs Home and
Woolsworth. These are the one which have high amount of competition in the market and it
is able to affect the revenue of the company easily and effectively8.
7 Gao, Shang, and Sui Pheng Low. "The Last Planner System in China's construction industry
—A SWOT analysis on implementation." International Journal of Project Management32.7
(2014): 1260-1272.
8 Mkude, Catherine G., and Maria A. Wimmer. "Studying interdependencies of e-government
challenges in Tanzania along a PESTEL analysis." (2015).

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Opportunity Analysis for Wesfarmers
The factor which is able to contribute towards company competitors is that it able to
have same amount of capital structure and other proper resource which can able to compete
with the Wesfarmers so it can say that the company is able to have a similar amount of
resource as which are also available for different company in same industry.
Competitive Market Summary
Competitor Market share Product or
service
description
Product or service
features
Strength/
Weakness
Marketing
strategy
Threat level
(high, low,
medium)
WoolsWorth 27.6% Department
al Store
All types of
customer product
Diversificati
on of
business
Advertisement High
Tesco 28.4% Department
al Store
All types of
customer
products
Multiple
Segments
of products
Social Media
Advertisement
High
Myer 16.1% Department
al Store
All types of
customer
products
Low cost of
products
Free Sample
Advertisement
Low
Carrefour 20% Department
al Store
Different Types of
customers
products
High Quality
of products
Targeting Each
Group of
Customers
High
Kroger 49.3% Department
al Store
All kinds of
customers
products
Customer
Relationshi
p
Manageme
nt
Television
Advertisement
High
Consumer Analysis
As per the company marketing analysis, it can say that the company is able to target
each type of customer as it is a departmental store so it has to carry all types of customer need
and preference9. Company have diversified number of products so that each consumer is able
to fulfil their need and preferences.
9 Gürel, Emet, and Merba Tat. "SWOT analysis: A theoretical review." Journal of
International Social Research 10.51 (2017).

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Opportunity Analysis for Wesfarmers
Swot Analysis
Swot Analysis is the analysis which show about how the company is able to perform
in the market as it takes into consideration about the company internal as well as external
environment. The Swot company is shown below:
Strength Weakness
As the company is able to carry its business
operation in diversified market so it able to get
more amount of customer in the market, as it
have many stores which help it to provide
various product and service to its customers.
The company is having more amount of
business risk as it carries large scale
operation. The company is not having the
required amount of profit as it should
have by carrying its business activities.
Opportunity Threats
The company is having a proper amount brand
value so it should go for globalisation so that it
can able to manage its expenses and able to
gain more amount of revenue from its business
activities.
The company product prices are
increasing rapidly so it causes the
company to lose its customers as well the
competition in industry is also increasing
rapidly.
Marketing Initiative
Marketing Initiative is the process by which the company is able to carry marketing
strategies in the company. As per the company is concern Wesfarmers is able to carry
Expanding total market as it able to gather more amount of customer as well as getting more
revenue from old customer10. Company is able to gather more customer so to do that it should
able to make different strategies which help the company to penetrate the market as well it
10 Haider, Ahmad Ali, et al. "Marketing Management." (2019).

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Opportunity Analysis for Wesfarmers
helps company to expand its business. It should add more amount of product in the company
so that the company is able to meet all the requirement of customer and able to sale more
amount of product to the customers11.
It should provide different initiative to support the loyalty of its customer as if the
company is able to provide more support to its old customer than the company old members
or customer will able to provide more amount of revenue to the company.
Marketing Objective
The company is able to meet all its customer objective by providing best marketing
strategies in company. As company should able to know how the customer is able to have
loyalty in regards of company products and services12. It should make a proper budget so that
the company is able to know how it is performing in market, it should check each week sale
so that company can make changes as per its required which will help the company to gain
more advantage against its competitors.
11 Kotler, Philip, et al. Marketing management: an Asian perspective. Pearson, 2018.
12 McDONALD, M. A. L. C. O. L. M. "Strategic marketing planning: theory and
practice." The marketing book. Routledge, 2016. 108-142.

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Opportunity Analysis for Wesfarmers
Reference
Abdel-Basset, Mohamed, Mai Mohamed, and Florentin Smarandache. "An extension of
neutrosophic AHP–SWOT analysis for strategic planning and decision-
making." Symmetry 10.4 (2018): 116.
Baker, Michael J. Marketing strategy and management. Macmillan International Higher
Education, 2014.
Cadle, James, Debra Paul, and Paul Turner. Business analysis techniques. Chartered Institute
for IT, 2014.
Chernev, Alexander. Strategic marketing management. Cerebellum Press, 2018.
Gao, Shang, and Sui Pheng Low. "The Last Planner System in China's construction industry
—A SWOT analysis on implementation." International Journal of Project Management32.7
(2014): 1260-1272.
Gürel, Emet, and Merba Tat. "SWOT analysis: A theoretical review." Journal of International
Social Research 10.51 (2017).
Haider, Ahmad Ali, et al. "Marketing Management." (2019).
Kotler, Philip, et al. Marketing management: an Asian perspective. Pearson, 2018.
McDONALD, M. A. L. C. O. L. M. "Strategic marketing planning: theory and practice." The
marketing book. Routledge, 2016. 108-142.
Mkude, Catherine G., and Maria A. Wimmer. "Studying interdependencies of e-government
challenges in Tanzania along a PESTEL analysis." (2015).
Shaw, Stephen. Airline marketing and management. Routledge, 2016.

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Opportunity Analysis for Wesfarmers
Suh, Jungho. "Theory and reality of integrated rice–duck farming in Asian developing
countries: A systematic review and SWOT analysis." Agricultural Systems 125 (2014): 74-
81.