Woolworths Ltd: Entering the Greek Market - Analysis Report

This report provides a comprehensive analysis of Woolworths Ltd's potential market entry into Greece. It begins with an executive summary and introduction to the company, highlighting its diversity strategy and global expansion goals. The report then delves into a detailed market analysis, examining market size, growth rates, population, market barriers, and drivers within the Greek market. An organizational analysis explores customer behavior and the application of the 7Ps marketing mix. Competitor analysis, including competitor advantages and positioning, is also included. A macro environment analysis incorporates PEST and Porter's Five Forces models. Furthermore, the report examines Woolworths' value chain and BCG matrix before concluding with strategic recommendations for market entry. The report aims to assess the feasibility and potential success of Woolworths in the Greek market, considering economic and competitive factors. The report is a student submission on Desklib.

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COUNTRY/PRODUCT OPPORTUNITY BRIEF
Student Name
Institute Name

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Executive Summary
The report will discuss in detail about Woolworths Ltd. which is one of the largest Australian
companies and it is considered as one of the largest retail companies in New Zealand along with
it is one of the biggest takeaway liquor retail chains in Australia. The company is also considered
as one of the largest manager in Pacific- Asia and it has employed around two lakhs of team
members that are working in related and support offices with store and distribution centre all
across Australia and New Zealand. The company also continues to grow in purchasing as well as
wholesaling offices in Asia as well as in India. Retail chain is considered as most people aimed
that is based in retaining intelligent workforce, recruitment and growing major market for the
success. The policies, education, and development options with proper rewards and identifying
programs with right kind of career options as well as right initiative to give a right balance with
healthy work environment helps the company to develop in right direction (Armstrong et al,
2014). The report will discuss about Woolworth strategy to enter Greece’s Market. A brand new
economic model helps in executing with an aim to develop an investment friendly organization
culture which aims on a climate based on confidence as well as a firm belief on the skills of
entrepreneurship with global orientation and competitive success. The country enjoys a high
development rate in last ten years which is based by supportive and right kind of fiscal policies
with entry by undertaking the Athens Olympic Games and EU based funding. In fact, in 2007
GDP development rate was around four percent among the largest in Europe. The high rate of
development of Greece is also expected to go further by providing a right kind of platform for
developing domestic market (Greenland et al, 2016).

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Contents
Executive Summary.........................................................................................................................2
Introduction......................................................................................................................................4
Market Analysis...............................................................................................................................5
Size of the market and growth rates.............................................................................................5
Population....................................................................................................................................5
Market Barriers and Market Drivers............................................................................................5
Organizational Analysis...................................................................................................................7
Customer Audit and Buyer Behavior...........................................................................................7
7P’s...............................................................................................................................................8
Competitor Analysis..................................................................................................................11
Competitor Advantage of your Product.....................................................................................12
Positioning Map of Competitors................................................................................................13
Macro environment.......................................................................................................................13
PEST analysis............................................................................................................................13
Porter five forces model.............................................................................................................17
Value Chain................................................................................................................................18
BCG Matrix................................................................................................................................19
Conclusion.....................................................................................................................................21

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References......................................................................................................................................23
Introduction
The company discussed in report is Woolworths Ltd follows an Equal Employment Opportunity.
There is diversity based strategy which is based on a certified as well as developed by the group
as a top management. A diversity based strategy is also certified and further grew by the top
level group where part of the company’s ongoing dedication to diverse culture. The companies
where all kind of workforce is rightly treated and the target is here being provide a healthy work
environment and customer needs (Lovelock & Patterson, 2015). It is important to appreciate that
concept of diversity also adds importance in brining all kind of dissimilar angles to the current
work culture and it can be seen in the communities. The belief of the company in providing a
diverse market place has been developed and it comprise with Human Resource managers from
all kind of divisions. The main aim of the report is to properly prioritize all the events in order to
properly harness the diverse culture within the organization and also ensure that identifying
diversity owned by the organization. Woolworth while entering in the national strategic based
targets is related to Greece as a global center related to education, shipping, tourism, banking as
well as commerce. There are other strong economic sectors as well and it also consist services,
manufacturing, agriculture and construction (Lovelock & Patterson, 2015). This country is also
looking to serve as main energy hub for the regions within the right framework for the
Memorandum discussed in Athens and the main aim is to develop institutions for the functions
of an integrated market.

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Market Analysis
Size of the market and growth rates
The country has also revised Stability and development program that appreciate important kind
of reforms helps in properly rationalizing the spending, rise in state based revenues, executing
the gradual adjustment for fiscal and decreasing the deficit in budget with unemployment as well
as public spending (Henryks et al, 2016). In the year 2006, the overall deficit was further
decreased from four percent of GDP to approx. two percent of GDP which in line commitment
for EU.
Population
The overall population is currently eleven million and is developing at a slow rate and the current
working population is over four million and almost forty percent of the population of Greece
lives in the area around Attica which mainly based on Piraeus and Athens where more than fifty
percent of the industry in Greece and commerce is situated. The overall population is
homogeneous and at the same times the areas like Athens and it is to lesser level the other in
important cities, host a global community. The large portion in Greece’s population that is
working is self-employed (Culley et al, 2017).
Market Barriers and Market Drivers
Following is the detailed discussion: -
1. There is lack of market liquidity that decreases the overall consumption, with necessary
flexibility for suppliers on so many terms for payment and financing-sellers answers. The

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current situation has become worse with current imposition of control of capital and it has
slowly improved from that time (Culley et al, 2017).
2. The fierce competition in a traditional country like EU trading partners like Germany,
UK, Netherland and France.
3. The suppliers in EU have a duty-free level along with a proximity to the current Greek
Market with low amount of transportation cost as well as fast services.
4. When the competition is high in so many sectors in Greece and can further be featured as
the oligopoly market and making it more challenging for so many new entrants in order
to penetrate the present market.
5. EU has ranked Greece with low payment index and it also means that the overall risk is
associated delayed payment specifically for public sector contracts.
6. As per OECD, the country has one of the more limited business cultures as it is persistent
to inward investment. It is important to understand here is that the business is heavily and
constantly regulated (Culley et al, 2017).
7. The share of public sector of present GDP has exceeded by forty percent. The public
level procurement is continuously an important characteristic for the commercially based
landscape. The Greece government also prefers as well as need foreign level bidders in
order to partner with many Greek organizations.
8. Businesses also face constant transformation to the tax as well as regulatory based culture
or environment.
Organizational Analysis
Customer Audit and Buyer Behavior

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Who?
Some of the occupants of Woolworths are B&M, Store Twenty One, Poundland and Iceland. The
customers who are looking for the grocery and the different eatables. The products are fresh here
and are at the best price in the market. The people who do not understand the or does not require
the products or are not able to find their product go to the competitors like Walmart, Cole etc.
What?
The benefits are the discounts and the responsiveness should be effective so that it is easy to
communicate. The demand is depending upon the services and the seasonal change where the
people from far off places fail to the come to Woolworths for shopping. A better and a fresh
quality of the grocery and the fruits and vegetables with the cleanliness in the store is what
Woolworths is famous for. The buying criteria is based on best pricing and best assistance. The
companies are based on the quality and the availability of the product. The services could be
home delivery and on-call facility.
Where?
The decision for the products is made in the store itself with the expiry date of the product. The
customers buy their vegetables and the other products from Woolworth.
When?
Any discounts, expiry date, cheap price, best company brands are important for making decision
at the time of buying the products. The products are repurchased when the quality is determined
and is appropriate as per the requirement of the customer.
Why?

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The customers buy the groceries for their personal food and healthy living. Hence, they make
sure to get the best quality. Some customers choose the brand based on the quality, some on
pricing and some on their budgeting.
How?
The customers buy the products based on their knowledge and the recommendations. Different
products last differently if stored in a proper manner, under the appropriate temperature. The
elements included work for the improvement of the functioning and the sales growth. The
customers use the product for their daily use and eating. The product fit to their lifestyle as the
groceries are basic necessity as it will lead to the better ingredients like carbohydrates etc. The
product depends on whether they are buying for any discount or whether they are taking it at full
price, without compromising with the brand.

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7P’s
Following is the detailed discussion: -
1. Product: the company is a leading retailer in Australia. The company basically provides
all kinds of grocery items making the company a main part of the marketing mix. The
company also includes meat, fruits, vegetables as well as packaged products. The
company has also initiated selling many kinds of things like stationary items, DVDs and

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magazines (Culley et al, 2017). Every category discussed by the company provides a
huge variety of choices associated to brand, local production and global cuisine.
Therefore, it doesn’t leave the consumers completely dissatisfied when it comes to
different options. There are range of products that are constantly tested or evaluated as
well as approved by the experts of the company in order to maintain the overall quality.
The companies also have a diversified range of products and the range goes from bags, to
jeweler to furniture and many more. This further diversified a range that has assisted the
company to cater all kind of needs for the customer like one stop for customers.
2. Price: the company here also attempts to maintain the same as well as higher price in
comparison to the market. It also provides variety of high end brands in categories like
food chain and many other with price which is kept as competitive as possible. In
addition, the company has also served the present consumer segments that prefer with
low prices along with premium prices (Santos et al, 2015).
3. Place: the company is presently operating in over thousand stores in Australia alone.
There are around nine hundred plus supermarket and the other are associated with
convenience stores. There are few stores that function in Melbourne as a Safeway stores.
They also work through so many online places. However, the company has also
developed a mobile app for a better access in market. There are some important brands
under the company name like Woolworth Home brand, or select, gold or fresh. When the
company entered the market in New Zealand it actually trade with countdown. The chain
of retail is utilizing the name of the current brand which is located in places like
Germany, Austria, Mexico and UK. The company has outlets in the current regions and
has large and huge distribution network.

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4. Promotion: the motive of promotion is related to keenness and the overall significance for
the company. The company is also involved in innovation for the same. The company
also provides many kinds of Loyalty schemes for consumers which are based on petrol
pump related discounts. The company also uses diverse online media along with
magazines and newsletter for effective promotions. There is easy access as well as
availability that have helped them to get number of loyal consumers. The company also
offers different kind of deals and offers for diverse shoppers.
5. People: the company is presently working with huge number of employees and it further
tends to rise with passing time. The company also excels in diverse sales assistance and
accountable for the success. The main aim is accomplishing is satisfaction from
consumers in a service industry and the company is a perfect example. Workforces are
competent and it further contributes in right and equal manner. The company also ensures
that team bonds in right manner and well with consumers (Santos et al, 2015). The
company also follows a destination zero based policy where there is zero kind of harm
for workforces and an environment is properly ensured.
6. Process: - the company have maintained an extremely customer focused procedure and
has always aimed on the satisfaction of customers. There are aspects in process
associated with supermarket that refer to the rapid or quick services for billing and also
getting the bought goods in an offline as well as online platforms. The company also
ensures that the process is fast with the help of latest billing technology software and
effective supports related staff. People take feedback from consumer to continuously
create concept to innovate the procedure and make it further easier. This further assists
them in order to maintain high level of competition (Santos et al, 2015).

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7. Physical evidence: all the stores of Woolworths are attractive and clean. It is easier with
customer focused in order to navigate with the help of every category of products. There
are so many kinds of offers that are placed and constantly attract so many kinds of
consumers. The website of the company is also put together in a good manner but yet it is
user friendly and easy to function.
Competitor Analysis
Name
Store
s
Chalkiadakis 39
Alfa-Beta Vassilopoulos 350
Bazaar 99
Kritikos 160
Lidl 226
Market In 146
Sklavenitis 470
Masoutis 231
My Market 222
Galaxias 136
Proton 617
Competitor Advantage of your Product