Customer analysis refers to the critical component of a business plan that attempts to define the target market of a certain sector of the market. The grocery sector, in this case, caters to all the population of the country. The problems that are created in the informative fields for the consumers and the retailers depends on the nature of retailing of the grocery. The target customers of the grocery market include citizens belonging to all the age groups. The various sectors classified in the grocery sector majorly include food, liquor items. The grocery industry in Australia has a wide range of buyers and sellers. The target consumers in the grocery market of Australia include the total population of the country irrespective of their gender. The industry may face a duopoly in the future due to the continued dominance of two of the major retail chains that operate within the grocery market of Australia. The target customers of the retail chain include those middle-income households that seek variety, convenience, services and discounts (Roberts et al 2015).
The Australian grocery sector is ruled by a number of companies that deal with packaged groceries, fresh meat, vegetables and fruits, bakery products, dairy products, eggs and deli products. The leading companies majorly fall under the category of the supermarkets and deals with a variety of products other than the grocery items. Woolworths is a well-known store chain that deals mainly in the grocery products (Woolworthsgroup.com.au, 2017). The company is also known for its sales in the categories of home and lifestyle products. The company sells its products over both the online stores as well as the stores of brick and mortar (Low 2016). The retail magnet, Woolworths considers the households belonging to the upper middle class and the population of the country belonging to the working class to be their target customers. The weaknesses of the grocery sector is that its competitors may encash is its relatively later entry in the online retail market and the global presence of the company, which may be considered negligible. The grocery sector has failed to sustain the competitive advantage it had over the other sectors (Woolworthsgroup.com.au, 2017).
Market analysis refers to the qualitative and quantitative assessment of the concerned market. Market analysis helps to look into the market size in terms of both value and volume. According to reports, the grocery sector is considered to have a growth story that has been growing stronger than the growth of the sector in the past (Mills 2013). There has been an increase in the frequency of fresh supplies to the departmental grocery stores in order to increase the existing customer base. The consumers of the sector are seen to be more interested in the healthy food items such as the fresh vegetables, fruits and meat. The grocery sector functional in Australia is undergoing a rapid growth. It is expected to grow at a rate of 35% per annum in the next fiscal year (Swoboda, Elsner and Olejnik 2015).
The Porter Five Forces model focusses on the ways how a company may build a competitive advantage in the retailing industry of food and beverage that would be sustainable (Röttcher 2013; Swoboda, Elsner and Olejnik 2015). The new entrants in the industry have a low pricing strategy, reduction in the costs and by providing the customers with new value propositions. The suppliers of the Food and Staples Industry use the negotiating powers to extricate higher prices from the firms in the business (Sustainability.wesfarmers.com.au, 2017). The grocery sector faces a pressure on its profitability due to the tendencies of the buyers to pay possibly the minimum price and avail the best services offered by the company. The companies operating within the sector faces a large threat from the possible substitute services or products, which can be tackled by catering to the services more than just the products. The overall long-term profitability of the concerns face threats due to the competitive nature of the existing rivalry among the companies that operate within the grocery sector.
Political factors – In case of the grocery market, the political factors include
Economic factors – The economic factors affecting grocery sector are
Social factors – The factors affecting global market are
Technological factors – The technological factors affecting grocery sector are
Legal factors –The following legal factors affect grocery sector
Environmental factors – The environmental factors that affect Australian grocery sector are
Hofstede’s cultural value theory affirms that the beliefs and values of an individual have a direct influence on the decisions and judgements of the person. This in turn affects the behaviour of the institutions, groups and individuals residing in the social setup. Hofstede identifies the following to be the values pertaining to the national culture
The local retailers in the Australian and New Zealand market are found to be dominating the retail market. The culture being highly masculine and individualistic, the success rates of direct advertisements seem to be better.
The opportunities that grocery sector include:
The weaknesses of the grocery sector of Australia can be listed as follows:
Mills, K., 2013. Above the retail gloom, property blooms. Property Australia, 27(9), p.16.
Roberts, K., Roberts, J.H., Danaher, P.J. and Raghavan, R., 2015. Practice Prize Paper—Incorporating Emotions into Evaluation and Choice Models: Application to Kmart Australia. Marketing Science, 34(6), pp.815-824.
Röttcher, A., 2013. A framework for the implementation of dynamic capabilities in successfully diversified conglomerates..
Sustainability.wesfarmers.com.au (2017). [online] Available at: https://sustainability.wesfarmers.com.au/media/2224/2017-wesfarmers-sustainability-full-report.pdf [Accessed 28 Oct. 2017].
Swoboda, B., Elsner, S. and Olejnik, E., 2015. How do past mode choices influence subsequent entry? A study on the boundary conditions of preferred entry modes of retail firms. International Business Review, 24(3), pp.506-517.
Woolworthsgroup.com.au (2017). Woolworths Supermarkets - Woolworths Group. [online] Woolworthsgroup.com.au. Available at: https://www.woolworthsgroup.com.au/page/about-us/our-brands/supermarkets/Woolworths [Accessed 28 Oct. 2017].
Woolworthsgroup.com.au. (2017). Woolworths Group: Quality Brands and Trusted Retailing. [online] Available at: https://www.woolworthsgroup.com.au/ [Accessed 17 Nov. 2017].
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