Wesfarmers PLC: An Analysis of Corporate Objectives & Marketing

This report provides an organizational and marketing analysis of Wesfarmers PLC, focusing on its corporate objectives, market orientation, and core competency strategy. The company's primary corporate objective is to strengthen its brand image internationally by offering quality retail services at a competitive cost. Wesfarmers employs a market orientation focused on meeting client needs through its product mix and customizes its business services to align with market demands. The company's core competency strategy centers on product differentiation and cost leadership, leveraging advanced technologies and online automation to enhance business activities. The strengths of this strategy include attracting a high number of clients, while the weaknesses lie in sustaining cost leadership in the long run due to increasing competition. The report concludes that Wesfarmers needs to implement a proper strategic program and align its objectives with stakeholder satisfaction, emphasizing that cost leadership and product differentiation are key pillars for the organization's success.

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Introduction
With the ramified economic changes, every organization needs to make effective
strategies and decision making. In this report, Wesfarmers plc Company has been selected for
this report. This company has been operating its business at domestic and international level.
This report evaluates the company’s business values, marketing strategies and core competency
of the company.
Corporate Objectives
The corporate objectives of Wesfarmers are to provide the satisfactory results to its
stakeholders. The measures used by the group are to assess the satisfactory returns to its total
shareholder return over the time. It has developed corporate objective to strengthen its market
share by offering the advance services to its clients for their better satisfaction. The primary
corporate objective of Wesfarmers is to strengthen its brand image on international level by
offering quality retail services at very cheap cost (Biddle, 2016).
Market orientation
The market orientation of company is focused on discovering and meeting the needs and
desire of its clients through its product mix. The market orientation of Wesfarmers is to
coordinating the marketing campaign between client’s needs and demand with the organization’s
objectives (Kilroy, & Schneider, 2017). Company has focused on customizing its business
services and offers client’s needs and demand in market. The marketing concept of company is
based on the client’s value, perception, their needs and demand in market. It is done with a view
to strengthen the business outcomes and attracting more clients in market. However,
advancement in technologies is done to set up strong vale functions and setting automation in its
marketing process. The marketing planning of company includes online monkey survey and
setting automation in its process (Connell, 2016).
Core competency strategy
It is the strategy which helps company to keep its business distinct and unique from those
of others in market. Wesfarmers Company has kept its business unique and developed core

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competency in mainly in two strategies. It focuses on product differentiation and cost leadership
strategy. It is analyzed that Wesfarmers has installed advance cyber computing enterprises
resources planning system in its business. It is done with a view to set up automation in its
business activities and increasing the overall outcomes. This company has kept its business
process different from those of others and managed to deliver better results and output to society
at large (Kilroy, & Schneider, 2017). The current strength of core competency of company is
that it attracts high numbers of clients and it is hard for other rivals to maintain the same strategy
in long run. The weakness of these core competency is that it would be hard for the Wesfarmers
to sell its retail services at least cost in long run. It will have to face high competition in market.
These two strategies are the core pillar for the Wesfarmers to reach to its corporate goals. It is
analyzed that by using the cost leadership in market, Wesfarmers could easily catch high number
of clients in market. In addition to this, product differentiation strategy of Wesfarmers is based
on the highly advance technologies and online machines. This strategy will not only strengthen
its business outcomes but also set up automation in its business process for the better client’s
satisfaction (Biddle, 2016).
Conclusion
After assessing all the details and available public information about the corporate
strategies, it could be inferred that company needs to implement proper strategic program and
also align its objectives with the stakeholder’s satisfaction. These two cost leadership and
product differentiation strategy is the key pillar for the success of organization.

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References
Biddle, I. (2016). The Wesfarmers/Woolworths duopoly war: The Bunnings vs. Masters
battle. Busidate, 24(3), 3-13.
Connell, M. F. (2016). An exploratory study to understand how corporations align financial and
moral-based goals to achieve effectiveness: Introducing the common good theory of
organizational effectiveness , Australia: Queensland University of Technology.
Hunter, T. (2014). Test your strategies with the ASX Sharemarket Game. Equity, 28(6), 10-23.
Kilroy, D., & Schneider, M. (2017). Valuing the Current Strategy. In Customer Value,
Shareholder Wealth, Community Wellbeing (pp. 109-141). Australia: Palgrave
Macmillan, Cham.

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