MKT101A - Woolworths Marketing Strategy and Plan Discussion Post

This assignment discusses the marketing strategy and plan for Woolworths, a leading retailer in Australia. It explores the conceptualization of marketing, emphasizing its focus on understanding and fulfilling consumer needs and desires. The assignment also examines the five orientations that regulate organizational operations: production concept, product concept, marketing concept, sales concept, and societal marketing concept. It highlights the importance of the marketing process, which involves conceptualizing and assessing market opportunities, analyzing target markets, and developing a marketing mix. Furthermore, the assignment delves into the legal-political factors that impact Woolworths' performance, including compliance with legal provisions, political stability, and fair business regulations. It also discusses the micro environmental political forces that influence Woolworths' business environment and suggests strategies for the company to achieve success in the retail industry across various nations. Desklib offers a wealth of similar student-contributed assignments and study tools.

Running head: MARKETING STRATEGY AND PLAN
MARKETING STRATEGY AND PLAN
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1MARKETING STRATEGY AND PLAN
(I) The conceptualization of marketing is regarded as a philosophy which organizations aim
to evaluate in order to comprehend the needs and demands of the consumer base and accordingly
execute their decision-making procedures to achieve those needs, demands and desires rather
than essentially concentrating on competitive advantages. However, the five orientations regulate
the organizational operations namely production concept, product concept, marketing concept,
sales concept and lastly, the societal marketing concept (Ahmed & Rafiq, 2013). The production
concept embraces the idea that contemporary buyers primarily desire for highly accessible and
economical goods and further concentrates on attaining increased production efficiency with
mass distribution (Solomon et al., 2017). While product concept determines that customers
possess the propensity to choose products which offers supreme quality along with distinctive
features. Sales concept on the other hand is considered as a universal commercial orientation
which determines if both the consumers and business enterprises fail to develop information then
those organizations would encounter a steady decline in their sales growth. However, marketing
concept aims to focus on improved productivity and value its consumers (Czinkota &
Ronkainen, 2013). Furthermore, the concept of societal marketing concentrates on the
requirements, demands and preferences of its target base.
The term ‘marketing process’ is regarded as a process of conceptualizing as well as
assessing the areas of avenues available in the market and analyzes target market selection,
potentialities within the market and development of marketing mix (Ahmed & Rafiq, 2013).
As marketing is recognized as a discipline of enhancing the consumer base, it depends on
the creativity level of the marketers to establish effective ways to market their goods and
services. Woolworths being the leading retailers in Australia has significantly prioritized its
consumer base and focusing in enhancing their product range and services to accomplish

2MARKETING STRATEGY AND PLAN
customers’ desires and wants (Burns, Bush & Sinha, 2014). Thus effective implementation of
marketing strategies would reflect in the performance level of Woolworths and facilitate it to
attain a growth in business value and enhance the level of customer engagement.
(II) Legal-political factors- It is highly imperative that all organizations comply with legal
provisions of the government of the nation from where they are executing their operations.
Woolworths furthermore has established policies and regulation which aids its employees to
align with the vital constitutional fundamentals of the land (Cheng, Green & Ko, 2014).
However it has been comprehended by the organization of breaching the legal requirements and
further employ legal proficient to proper necessary advice in times uncertainty within the
business operations. As nations like Australia and New Zealand benefit from persistent political
constancy, the economic association between these two nations have established an encouraging
rate environment in the process of effective business operations of Woolworths (Burns, Bush &
Sinha, 2014).
However, it has been noted that the performance level of Woolworths has been impacted
in various ways whereby the negative macro environmental forces had unconstructively
influenced the Australian retail industry and encountered certain complexities when the
government in recent times initiated a campaign which aimed to provide restrictions to well-
established businesses like Woolworths from eliminating developing retailing business
enterprises through illegal acts for attaining market position (Mialon et al., 2016). Therefore, a
fair business regulation has been enacted by both Australia and New Zealand Competition has
critically influenced Woolworths’ performance level (Mialon et al., 2016). However, the
proficient marketing competence has established effective strategic measures which have aided

3MARKETING STRATEGY AND PLAN
the company to successfully manage to develop competitive advantage position and further
increase its share in the retail market (McCarthy & Murphy, 2013).
(III) As political macro environmental factors play vital role in determining the factors which
tend to impact the enduring profitability rate of Woolworths, it has thus been exposed to various
forms of political environmental forces. However as the political environment of Australia is
associated to the performance of the organization, these micro environmental political forces
determines the business environment of Woolworths (Burns, Bush & Sinha, 2014). Thus in order
to achieve the success in such a critical retailing industry pertaining to various nations, the
company can intimately evaluate the following environmental factors before executing any
business operations or investing in certain markets:
 Concentrate on Political constancy and importance of the functioning of Food and Staples
Retailing Sector in the country’s economic standard.
 Evaluate the degree of risks and complexities of military invasion (McCarthy & Murphy,
2013).
 Formulate effective legal framework for proper execution of contract enforcement
 Comply with trade directives and regulations as well as tariffs associated to the sector
where Woolworths executes its business operations (Mialon et al., 2016).
 Assess the level of corruption specifically the levels of guidelines and parameters existing
within the Food and Staples Retailing Industry
 Intellectual property safeguards (Mialon et al., 2016).
 Develop knowledge regarding pricing standards and regulations and further determine if
there are any factors related to cost regulatory mechanism for Food and Staples Retailing
Sector

4MARKETING STRATEGY AND PLAN
 Evaluate the taxation procedures such as tax rates as well as incentives, legal factors
associated with remuneration structure or wage legislation such as factors related to
minimum wage amount and additional working hours (Cheng, Green & Ko, 2014).
 Attain knowledge regarding industrial safety parameters and regulations existing within
the retail sector where Woolworths functions along with focus on product labelling and
other essential demands and needs in the market (Mialon et al., 2016).

5MARKETING STRATEGY AND PLAN
References
Ahmed, P. K., & Rafiq, M. (2013). Internal marketing. Routledge.
Burns, A. C., Bush, R. F., & Sinha, N. (2014). Marketing research (Vol. 7). Harlow: Pearson.
Cheng, M. M., Green, W. J., & Ko, J. C. W. (2014). The impact of strategic relevance and
assurance of sustainability indicators on investors' decisions. Auditing: A Journal of
Practice & Theory, 34(1), 131-162.
Czinkota, M. R., & Ronkainen, I. A. (2013). International marketing. Cengage Learning.
McCarthy, B., & Murphy, L. (2013). Who’s buying organic food and why? Political
consumerism, demographic characteristics and motivations of consumers in North
Queensland. Tourism & Management Studies, 9(1), 72-79.
Mialon, M., Swinburn, B., Allender, S., & Sacks, G. (2016). Systematic examination of publicly-
available information reveals the diverse and extensive corporate political activity of the
food industry in Australia. BMC public health, 16(1), 283.
Solomon, M. R., White, K., Dahl, D. W., Zaichkowsky, J. L., & Polegato, R. (2017). Consumer
behavior: Buying, having, and being. Boston, MA, USA:: Pearson.