I have chosen Bunnings as the organization to do my report on.
They are a leading retailer of home and garden improvement products and a major supplier of building materials to trade.
Bunnings caters predominantly for do-it-yourself customers as well as builders and contractors.
In the following I have considered that they’re holistic approach to their marketing is their strongest point, and that the way they deal with their competition in the marketplace is their worst point.
I have also evaluated these points with relation to the disadvantages and benefits to Bunnings with of their treatment of these issues, and analysed the impact on the organizations performance
Formed in 1914, the company's origins were as a Western Australian farmer's co-operative, supplying provision of services and merchandise to the rural community.
Over the past two decades the company has diversified, greatly broadening its business and geographical base.
Bunnings operate 149 ‘Bunnings Warehouse’ stores and 70 smaller format Bunnings stores across Australia and New Zealand.
Bunnings continues to develop by opening new stores, as well as refits of existing outlets and merchandising initiatives.
They have valuable brand equity in the 'Bunnings' brand, created by consistant advertising with direct mail catolouges, tv and radio. This is enhanced by Bunnings being embraced as a long standing company and has an established, widley recognized logo.
As all companies, Bunnings aims for life long customer loyalty, best described by Keller (1993, p.17) as when ‘the consumer is aware of the brand and holds some favorable, strong and unique brand associations in memory’.
Bunnings Mission Statement:
“We are committed to delivering the lowest prices, widest range and best service to our customers every time they come in to our stores”.
My experience with Bunnnings was initially as a regular consumer, which I combined with research mainly from their website.
From both these interactions, I observed Bunnings to be a very modern company, with a clear focus on their customers and business operations.
They have secured a position of being one of Australia's most successful companies, and are without doubt the market leaders in their field.
The reason I felt that they have an excellent holistic marketing approach, is mainly from the extensive, informative presentation on their website.
Koleter (2006) explains holistic marketing as “a more complete, cohesive approach that goes beyond traditional applications of the marketing concept.”
I have included Kolters diagram (Fig 1.3 Holistic Marketing Dimensions p18) that illustrates his vision if how holistic marketing is broken into core points.
Department Management Departments
\l / Communications Products & Services Channels
\l / \ l /
\l / \ l /
Internal Marketing Integrated Marketing
Social Responsibility Marketing Relationship Marketing
// / / \ \\
/ / / / \ \ \
Ethics Environment Legal Community Customers Channel Partners
It is these core points, which I believe endorses the way Bunnings market themselves as a corporation. They don't exclusively promote their product range and pricing, but their environmental responsibilities and their positive approach to staff and recruiting as well.
Clarified by Kolter (2006)...