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
References: Kolter, P.E. & Keller (2006) “Marketing Management: Chapter 1”, 12th edition –, Pearson Prentice Hall, New Jersey Robert Lauterborn “New Marketing Litany: 4P’s Passe; C-Words Take Over” Advertising Age October 1, 1990, p.26 Evert Gummesson total relationship Marketing (1999) Regis McKenna, relationship Marketing (1991) Martin Christo[her, Adrian Payne, and David Ballantyne, relationship Marketing:Bringing Quality, Customer Service, and Marketing Together (1991) Rindova , V.P Hamish Pringle and Marjorie Thompson, Brand Soul: How Cause-Related Marketing Builds Brands (1999) James C E. Jerome McCarthy, basic marketing: A Managerial Approach, 12th ed. (1996) Levitt, Y, (1980) “Marketing success through differentiation – of anything”, Harvard Business review, January-February, 83-91