Marketing Strategy Development

Introduction

In this jeopardized business environment, the organizations are constantly struggling to stable their market environment through prioritizing both profitable and productive taglines. These strategic steps are related to both economic and industrial growth. The current report will analyze the different spectrum of business issues such as consumer trends, marketing protocol, and other key competencies. This report will be analyzed based on the business process of Woolworth Group limited, which is an Australian-based organization. The organization has extensive retail interest throughout Australia and New Zealand. The current marketing mix strategy will be criticized to understand both positive and negative consequences in the current strategic insights.

Organization and industrial background

In the current Australian retail market, Woolworths has gained a dominant position due to their employed business strategies. Since 1924, the organization is operating a successful business. As per the current report, the organization has formed a duopoly of the Australian market along with Coles and has accounted for 80% of the total market share. The organization is specialized in grocery selling such as meat, fruit, and vegetables. They are also selling package foods, healthy products, household products, and stationery items. As per the current report, the organization has 995 stores in Australia and they have 115,000 team members in the stores, distribution center, and support offices (woolworthsgroup.com.au, 2018). They are sourcing 100% fresh meats and 96% fresh fruits from Australian farmers and growers. Their market slogan is ‘Australia’s Fresh Food People’ (woolworthsgroup.com.au, 2018). Their business purpose is to deliver exceptional quality in every product, which they deliver to customers and the peoples. The values are prioritized to be one of the world’s most responsible retailers. It has been reflected their passionate commitment to conduct business for the people, customers, and the planet. They have applied value-based leadership to passionate brand advocacy, where values have been embedded across the entire business dimension (Bukvic & Matthews, 2015). The mission of Woolworth is to deliver the customers the right experience related to shopping. They also provide an excellent working environment, where empowerment strategies have been applied to facilitate both self-esteem and respect. Their mission statement includes the fact, where organizations provide profound knowledge about the products. The retail industry in the Australian region has been expanded the art CAGR by 2% over the period of 2013-2018. In this case, the organization case, the organization can get a standard opportunity to maintain a profitable business track within the industry. The organization is present in social media, where customers can get easy touch with the organizational product and the services.

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MARKETING COMMUNICATION PROJECT

MARKETING COMMUNICATION PROJECT

The current study mainly focuses on the marketing communication of Glen’s Brand in United Kingdom. It has been figured out that brand awareness and products of the brand is supposed to be very poor due to many reason.

About the Book
MARKETING COMMUNICATION PROJECT

1. Executive summary

The current study mainly focuses on the marketing communication of Glen’s Brand in United Kingdom. It has been figured out that brand awareness and products of the brand is supposed to be very poor due to many reason. The counterfeit of selling vodka by the others organisation has major impact on the brand image and brand value in the UK market. On the other hand, it has been also figured out that market trend in spirit industry is also changing due to passage of time. Most of the young people generally like to toast with their friends with cocktails rather than vodka. However, value of vodka among the alcoholic lover people are still there in the market. It has been figured out that Glen’s Brand is facing a good deal of threats from its rivals named Smirnoff and Absolut in the UK market. The brand needs to make consumer aware about the products and offering and quality of services. Communication process of the brand must be improved in order to gain the market opportunity. The brand should have to implement communication mix strategy in order to promote the products and services and make the customers aware about the brand in UK market effectively.

2. Introduction:

The study deals the marketing communication plan of Glen’s Vodka brand in UK market. It has been pointed out that marketing communication plan is required in order to make consumes aware about the offerings. On the other hand, effective marketing plan is also helpful for creating brand value of brand awareness in the unique target market. Apart from that, this particular study also focuses on the key competitions faced by Glen’s Vodka in UK market. The marketing communication strategies adopted Glen’s Vodka and faced issues and challenges are also critically discussed. At the end of the study, various types of recommendation have been made for the effective marketing communication based on the issues and challenges faced by the brand in UK market.

MARKETING COMMUNICATION PROJECT

Glen’s Vodka is supposed to be one of the leading brands of Vodka, which is owned and produced by Loch Lomond Group. Loch Lomond Group is one of the well-established British companies in United Kingdom. From the current data and evidences, it has been observed that Glen’s Vodka brand was considered to be the second bestselling spirit in United Kingdom in the year of 2014. The brand has also occupied specific place to the minds of consumers across the world including UK (Glen’s Vodka, 2015).Figure 1: Logo of Glen’s Vodka brand(Source: Glen’s Vodka, 2015)

3. Context analysis:

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