Introduction
Product quality and the needs of consumers have increasingly become essential competitive factors. Woolworths prides itself of both, but a recent occurrence has brought to light several complaints that the company needs to address. This essay examines the appropriate response that Woolworths should take in their marketing dilemma.
Objective
Following the recent complaints regarding the quality of products and the poor responses to consumer reviews, the report seeks to develop measures for Woolworths to sustain, rebuild, grow, and revitalize its brand.
Situation Analysis
Woolworths is considered a prestigious brand in South Africa with most buyers striving to be associated with it. However, with such an elevation comes high expectations from consumers. Hence, customers have taken to Facebook one after the other to air complaints regarding the products of the company which appear to fall short of their requirements.
Current Positioning
The organization positions itself as a fresh food firm in marketing campaigns to wade off rivals. Woolworth’s proposition clearly states that it is a heritage brand that offers quality. Hence, its prices are higher and its products are quality conscious. Additionally, the firm is international and it focuses on giving consumers the right messages.
Challenges
The current problems Woolworths is facing are two-fold. First, there are numerous complaints that their products are not as per the quality and image they present to the outside world and in commercials. Secondly, the company does not have a rapid customer response system which ensures that the reviews and complaints of consumers are settled quickly and amicably. The challenges can be addressed by first releasing a public appeal to their customers and focusing on social responsibility. Secondly, they need to redesign the website or application through which they receive the feedback from buyers. Woolworth can give some employees the responsibility of giving responses on the website.
Marketing Strategy
The marketing focus and research of Woolworths should be directed towards enhancing the elements of their marketing mix. They should address product quality, reevaluate their pricing strategy, enhance promotion techniques, and focus on the issues facing the South African branch.
Evaluation & Control Metrics
The first and most significant control metric of examining their new interventions is the feedback from the customers particularly those who have aired their complaints in the article. Other evaluation parameters include the increase in sales, budgeting, market shares, traffic, and progress reports.
Conclusion
The way that Woolworths responds to the current crisis will determine its success or failure in the South African market. Hence, the company should ensure that they allocate adequate resources to conduct a full-scale analysis of the needs of their South African consumers using the measures mentioned in this report.
Bibliography
Singh, Kaveel. Woolworths responds to online complaints. News24, 2016.
Wilczak, Agnieszka. Strategic Marketing Management. (2014).
