Contents

• Introduction 2
• Industry & Market Background 2
• Background of the organization- Foodland 5
• Problem 6
• External & Internal Analysis 6
• Porters Five Forces 6
• SWOT Analysis 8
• Recommendations & Justification of Course of Action 10
• Enhancement of Marketing Communication 10
• Enhancement of Distribution Channels 11
• Differentiation and Product Additions 11
• Conclusion 12
• References 13

Description

Supermarket and grocery industry is one the fastest growing and most concentrated market in Australia (The Conversation, 2014). The supermarkets have become the part of everyday lives of the people wherein people drop in to local supermarkets on the way home from work or get influenced from the discounts, advertisement on TV or due to some discounts and visit to the outlets. The report provides the industry and market background, which includes the independent supermarket organization of South Australia, Foodland. Foodland supermarket is currently facing marketing problem and to identify the various factors leading to the problem report uses Porter’s five forces model and SWOT analysis. In the end the report provides recommendations, which include solution and course of action to overcome the identified problem.