The paper "Situational Analysis and Marketing Objectives for Big W Online Services" is an outstanding example of a marketing case study. The paper looks into the situational analysis for Big W, by using different tools look the 7P’ s of marketing, the external analysis, competitor analysis, customer analysis and SWOT. This will help to find out the marketing objectives for Big W and ensure the future direction the company needs to follow. Purpose of the report To conduct an internal analysis for Big W To find out the external environment having an impact on Big W To find out the competitors and PESTEL for Big W To arrive at a SWOT analysis for Big W To find out the marketing objectives for Big W Internal Environment Analysis The analysis will help to provide the areas that the company is working on and the strengths for Big W.
Big W by working on their strengths will be able to improve the performance and ensure better returns for the investors. Background of Big W Big W is one of the growing departmental stores in Australia and has over 165 outlets. Big W is a subsidiary of Woolworth and has it’ s headquartered in New South Wales, Australia.
The company has relied on technology and ensure that online sales which have ensured that the goods are available both nationally and internationally. The company has also opened stores which have helped the company to multiply its sales rapidly (Big W, 2011) Mission Statement Big W works on the mission of providing goods at the lowest prices by ensuring that they have different promotional offers each day so that every section of the customer can be aimed at (Big W, 2011) Brand Detail Big W has looked towards increasing its customer base by increasing the number of offers offered to the customer.
This has helped the supermarket to grow since its inception in 1960 to 165 stores presently. Big W offers various services like lay-by, parcel collection, home delivery, online processing of photos. Apart from this Big W also performs as other retail outlets and ensures that the customers have a lot of option to choose from. Product Line Big W provides different types of products for the customer to choose from. The company has looked towards providing both branded and non branded products at discounts so that customers find it easy to purchase the product. 4P’ s of Marketing This analysis will help to identify the marketing strategy that Big W looks to adopt in the market and the areas they need to work on Product Big W offers a wide variety of products for the customer to choose from.
The company has looked towards providing both branded and non branded products at a discount. Big W has also ensured that the supply chain is sound so that the products are readily available both online and in the stores.
This has ensured that impulse marketing is on a rise as people visiting stores have a habit of impulse purchase (Perner, 2008) Price Big W has worked on the model of providing a low price every day by differentiating the offer so that every section of the customer is attracted by offering something new each day. The industry is Australia has multiple price mechanism working according to the living standard. The industry in Australia offers “ a mix of different pricing giving the service provider to tap the market in different cities as per the living standard” (Justin, 2008).
This has helped Big W and ensured that they are able to work on their core strengths.
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