The Nature of Services in Retail Supermarkets

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The Nature of Services in Retail Supermarkets

TABLE OF CONTENTS

Introduction………………………………………………………………………………...Page 3

Industry…………………………………………………………..………………………...Page 3

Market overview……………………………………………….….………………………...Page 3

Changes in market place and trends in consumer behaviour……………...…………………...Page 4

Strengths, Challenges, Opportunities and weaknesses………………………….……………..Page 4

Marketing Theory……………………………………………………………..………..…Page 6

Marketing Mix & Extended 7 P’s………………………………………………….…………Page 6

Practical and Managerial Implications……………………………………...…………….Page 7

Service Profit Chain……………………………………………………………..…………...Page 7

Managing Service Differentiation……………………………………………...……………...Page 7

Extended service mix……………………………...…………………………..……………..Page 7

Managing Service Quality…………………………………………………….……………....Page 7

Managing Service Productivity………………………………………………...……………..Page 7

Conclusion………………………………………………………………………………....Page

INTRODUCTION

Over the years, scholars such as Kotler, Murray and Clark have acknowledged the rise of services industry marketing and its significant contribution to not only overall employment but also to the gross domestic product levels in countries like Australia and the United States (Kotler et. al, 2013, p. 291). Using the theories of the marketing mix and the extended seven P’s, this report will critically analyse and evaluate the nature of services in the retailing industry of large supermarket chains such as Woolworths and Coles using various literature. Through market analysis and the acquirement of insight into the business strategies of these significant industry players it can be argued that services play a considerable role in addressing the challenges of competitors, consumer pre...

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Euromonitor International, 2012, “Consumer buying behaviour in the recession: global online survey - executive briefing”, Euromonitor International, Accessed: 23/05/14

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