The paper "Developing Marketing Tactics" is a perfect example of a Marketing Case Study. Woolworths is the largest supermarket chain in Australia that overtook its traditional rival Coles in 2006. Woolworths operates 992 stores across Australia and relies on over one hundred thousand team members in distribution centers, in stores and support offices to offer customers with superior range, value, service, and convenience (Keith, 2012). Woolworths undertakes to work closely with Australian farmers and growers to make sure the best products reach the target customers. Woolworth's source 96% of all fresh vegetables and fruit and about 100% of fresh meat from framers as well as growers in Australia.
This makes the company Australia’ s Fresh Food People. Being one of the most innovative retailers within Australia, Woolworths is aware that customers are seeking a simple and new way to shop. It is possible for consumers to shop for the comfort of their computers at their home and groceries can be delivered straight to their homes. The company became a chain when the second store opened in Australia on 6th August 1927. The food industry in Australia is a complex network.
It entails the planning and organization of production processes, storage as well as marketing of food products. Environmental diversity and geographical location of Australia offers numerous advantages for the Australian food industry. Australia produces a broad range of materials hence leading to readily available food. Consequently, food can be exported to other countries. The food retail sector provides a field where consumers buy food processed items. Major food retailers in Australia include Woolworths, Coles and Aldi and other smaller retail outlets.
Grocery stores and supermarkets make up the bulk of the sector registering 62%. The retail sector is the second big employer in the Australian food industry. Woolworths is a well-known major player in this sector and it was established in 1924. Its retail margins have risen in the recent past. A mission statement defines Woolworths targeting to be at the heart of the community as well as the best loved retailer for kids, family and home leisure. The value statement is engraved in the objective of the company in accomplishing its goals.
The objective of the company is to improve stock turns as well as optimize efficiency while making sure that its customers find value for their money. Woolworths has outlined the strategy of winning the trust of its customers. The company targets to increase its market share through low price margins and enhancement of the shopping experience. The customer is at the center of everything. The overall customer experience has to improve while making sure prices are affordable. The company targets to offer a better experience, superior freshness, an appealing range, focus on innovation and offering superior freshness to customers.
Woolworths deals in a wide range of products from home products to petroleum products. Woolworths has transformed its brand advertising with several spots aimed at explaining why people shop there. Woolworths’ SWOT analysis SWOT analysis is the evaluation of the strengths and weaknesses of an organization by looking at its internal environment and external environment that comprises of the threats and opportunities.
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