BSBMKG605 - Woolworths' International Marketing Plan: Proposal

This report presents an international marketing plan proposal for Woolworths, focusing on expanding its business operations into new markets like New Zealand, Singapore, and Fiji via e-commerce. It details the company's business goals, target customers, and marketing approaches, emphasizing the use of a global strategy and online business marketing. The plan includes new international marketing objectives such as hiring skilled labor and fostering a diverse workplace culture. A communications and stakeholder engagement plan is outlined to ensure effective communication and collaboration across different levels of the organization. The report also touches upon cross-cultural communication and negotiation styles, highlighting the importance of market research to support marketing efforts. The document concludes with potential marketing opportunities for Woolworths in new markets, referencing relevant academic sources.

INTERNATIONAL
MARKETING PLAN
PROPOSAL Woolworths Company

COMPANY PROFILE
 Woolworths is leading Australian
company who is managing its
supermarket stores in Australia as well as
in New Zealand. The company is
considered as the second largest
company by revenue in Australia.

BUSINESS GOALS AND DIRECTION
 Forming customer and store-led culture with
the team.
 Enhancing the sustainable store's
momentum in Food.
 Empowering the portfolio businesses to
prefer the strategies that can deliver the
value to the shareholder.
 Bringing the improvement in the drinks
business to offer more value and easy
availability to customers.

PRODUCTS/ SERVICE FOCUS FOR
BUSINESS EXPANSION
 The company finds that
company can export to
countries as an e-commerce
in New Zealand, Singapore,
Fiji to best countries to start
export as they have trade
agreements as well as they
have cheap shipping.

TARGET CUSTOMERS
 Woolworths is currently offering its products
to more than 18 million customers every
week which shows that it targets different
customers with different customer segment.
 Woolworths has started the loyalty cards
programs and everyday promotions to target
the customers.

MARKETING APPROACH TO MEET
INTERNATIONAL MARKETING OBJECTIVES
 The company can make use of the numerous
marketing approach to meet the international
marketing objectives such as global strategy,
adaptation strategy or customized strategy.
 Woolworths make use of the global strategy
which is an approach of expanding and
competing for the business in the globalized
market.

MARKETING OPTION
 Woolworths make use of the online business
marketing option to expand their business
operations in the international market.
 The rise in the preference of the customers
towards online purchasing is the reason due
to which company select this mode of entry.

NEW INTERNATIONAL MARKETING
OBJECTIVES
 Hiring of skilled labours
 Workplace culture needs to be diverse with
equality
 Employees need to be known with an
experience
 Company objective is to meet the customs

COMMUNICATIONS AND
STAKEHOLDER PLAN
Communications/ engagement plan
Audience
Key message
Communic
ation
methods
(How are we
going to tell
them?)
Personn
el
(Who is
responsi
ble for
doing it?)
Deadli
ne
(when
will this
be
complet
ed?)
Role in
internation
al
marketing
(in favor,
neutral or
opposed)
Level of engagement
(inform, involve, consult,
collaborate)
Expectations and concerns
(briefly describe what they expect
and are concern with)
Engagement strategies
(What needs to be done to
support staff and how often they
would need to participate in a
scheduled meeting?)
Senior
managemen
t
In favour Inform To get the business expansion
implemented Have monthly meetings
Video
conferenci
ng
CEO
By
next
week
Team
leaders In favour Involve and collaborate To involve in supporting
management’s plan of action Weekly meetings
Face-to-
face
meetings
Marketi
ng
Manage
r
Two
weeks’
time
Staff In favour involve To involve in supporting
management’s plan of action Weekly meetings
Face-to-
face
meetings
Marketi
ng
Manage
r
Two
weeks’
time
Contractors Neutral Involve To involve in supporting
management’s plan of action Weekly meetings
Face-to-
face
meetings/
Telephonic
meetings
Marketi
ng
Manage
r
Two
weeks’
time

CROSS-CULTURAL
COMMUNICATION AND
NEGOTIATION STYLES
 The negotiation process of New Zealand
takes time, attempt the high-pressure sales
tactics, New Zealanders do not expect to
haggle over price, cannot keep or offer
unrealistic proposals. The people in New
Zealand do not trust the people and they are
quite direct.

MARKETING EFFORT THROUGH
MARKET RESEARCH
 The market research will support the
marketing efforts of product or service as it
includes various tools that helps in reaching
to a wide range of target audiences such as
face to face interviews, discussions,
questionnaires and others.

QUESTIONS SLIDE
 According to you,
What are the major marketing opportunities for
the company in new Market?

REFERENCES
 Armstrong, G., Adam, S., Denize, S. and
Kotler, P. (2014) Principles of marketing. 6th
edition. Welbourne: Pearson Australia.
 Baker, M. J. (2014) Marketing strategy and
management. London: Palgrave Macmillan.
 Chernev, A. (2018) Strategic marketing
management. Chicago:Cerebellum Press.
 Frynas, J.G. and Mellahi, K. (2015) Global
strategic management. USA: Oxford
University Press.