Essays on Woolworths and Marketing Theories Case Study

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The paper "Woolworths and Marketing Theories" is a good example of a marketing case study. Woolworths limited is one of the two largest chain supermarkets in Australia. It is referred to as “ Woolies” in Australia. It was founded in the 1920s (Woolworths, 2010). Its first chain store opened doors in Imperial Arcade in Sydney. The Woolworths limited supermarket also has branches in New Zealand. Woolworths limited leads in retailing business of food, take away liquor, poker machine operation and hotel machine operation in Australia (Joep and Andrew, 2005). Woolworths Limited has over seven hundred and seventy-seven branches in Australia.

It operates under different brand names such as Big W, Woolworth’ s supermarkets, Dick Smith Electronics, Woolworths Liquor, Caltex/Safeway, Tandy, Dick Smith PowerHouse, Caltex/Woolworths, Dan Murphy’ s, BWS and Safeway liquor (Woolworths, 2010). The commitment of Woolworths limited to serve its customers has enabled it to remain outstanding in terms of market capitalization in the Australian chain stores business. Its customer base is ever increasing due to the different strategies employed by the management. Fifty-eight percent of the Australian retail market is owned by Woolworths limited and Cole’ s supermarket.

Woolworths control prices of many consumer goodies in Australia. Many one-stop stores are operated by Woolworths in Australia. Most products sold by Woolworths are branded by it hence; its customers are assured of qualitative products. Marketing strategies of Woolworths Marketing strategies takes different forms, and one of this that Woolworths has utilized is the rebranding strategy. Woolworths made changes to their logo while retaining they are of “ Fresh Food People” nametag; the logo that is introduced resembles an apple that is peeling in its shape of W (Woolworths, 2010).

This new logo is introduced into stores that are refurbished to create a connection between the promotion name “ The Fresh Food People” since it creates a feeling of representing a person – as in “ The Fresh Food People” (Joep and Andrew, 2005). The refurbishment and introduction of the new logo are aimed at improving the ambience of the shoppers and create a conducive shopping experience. Specifically, the refurbishment is aimed at Safeway supermarkets, which has started adopting the logo and adopting Woolworths’ brand name (Sheth & Parvatiyar, 1995). Not only does rebranding play a major role, but also market segmentation assists in ensuring that consumer satisfaction is achieved.

Segmentation ensures that needs and demands for different consumers are addressed. Woolworths is usually active in developing new initiatives, private label ranges, pilot projects, and store concepts that place into consideration consumer requirements (Woolworths, 2010). For example, in 2007, Woolworths was able to improve its in-store restaurant and café , rolling out bakeries in those stores that had food sections (Joep and Andrew, 2005). This means that they are trying to address most consumer requirements in a single place.

This is based on the fact that Woolworths' selection store arrays of products and goods that meet the requirements of different consumers ranging from clothing to food. Creating different segments and then bringing them under one roof has ensured that the number of consumers visiting their stores grows annually. In addition, Woolworths limited employees all the four strategies in running its business. The wide number of its outlets throughout Australia allows it to avail its products to many of its customers on time (Woolworths, 2010).

Woolworths has many one-stop stores, which allow it to sell its products to localized areas where there is little completion (Tice, 1993). This placement strategy has enhanced profitability since the company reaps more profits from increased sales from such strategic stores, which are found throughout Australia.

References

Favaretto, D. & Viscolani, B. 2010. Advertising and production of a seasonal good for a heterogeneous market. A Quarterly Journal of Operations Research, 8(2), pp. 141-153

Joep P. and Andrew R. 2005. The uses of marketing theory: Constructs, research propositions, and managerial implications Marketing Theory, 5(2), pp. 165-184.

Linda D., Jule B. G. and Wesley J. 2009. Marketing and the structuration of organizational learning Marketing Theory, 9(3), pp. 341-368.

Munib, K. and Gary, G. 2005. Integrating e-commerce into existing export marketing theories: A contingency model. Marketing Theory, 5(1) pp. 75-104.

Sandra C. J. 2007. Implications of behavioral decision theory for health marketing. Marketing Theory, 7(1), pp. 75-91.

Sheth, J. & Parvatiyar, A. 1995. Relationship marketing in consumer markets: antecedents and consequences. Journal of the Academy of Marketing Science, 23(4), pp. 255-271.

Tice, D. M. 1993. Self-concept change and self-presentation: The looking glass self is also a magnifying glass. Journal of Personality and Social Psychology, 63, 435-451.

Woolworths. 2010. Home. Available at: http://www.woolworths.co.za/caissa.asp?Page=ITB4_RHContext&Post=Home [Accessed 8 August 2010]

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