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Marketing Plan for Kmart Australia Limited
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Marketing Plan for Kmart Australia Limited
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Kmart Australia Limited is an Australian departmental stores chain which provides grocery products at a discount price. The company is wholly owned by Wesfarmers and has about two hundred stores in Australia and a few stores in New Zealand. The head office of the organization is in Melbourne. Before acquisition by Wesfarmers, the organization was performing poorly. After the acquisition, the organization improved its performance. There are two main concepts of the current stores, namely, Kmart and Kmart Tyre and Auto Service. The Kmart concept consists of discount departmental stores which specialize in home entertainment goods, photography, sporting equipment, kitchenware and cosmetics. Other than that, the organization also has a chain of automobile service stores which specializes in the accessories pertaining to the automobiles such as car servicing, motor vehicle insurance, and other automobile parts.  In the recent years, the organization has developed a distinguished place in the Australian retail market. In spite of the existence of duopoly in the Australian retail industry, several customers are attracted towards the store due to its unique concept and discount rates. In this regard, the present report will discuss the marketing plan of the company. The report will also examine the internal environment of the organization and how the organization can utilize its internal strengths and core competency in increasing its market share. At the end of the report, a marketing plan has been proposed which can increase the market share of the organization. 

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