Strategic Plan for Woolworths/Macro Wholefoods

Woolworths Limited (Australia)

Figure 2: Woolworths Brand Family (Woolworths Limited, 2007)

The management structure of Woolworths Limited is also complex. The Organisation structure (management) of Woolworths Limited is characterised by various functions and each function has key responsible person assigned. Michael Luscombe is managing director and chief executive officer of Woolworths Limited who is responsible for operation of the whole business. Woolworths Supermarket chain comes under the food and petrol management lead by director Greg Foran.

4.4 Summary of internal position

Woolworths has several strong core competencies, such as its brand, supply chain management skill set, innovation and R&D capabilities and its distribution network. These characteristics and competencies, when combined with the newly added Macro organic range, provide a strong platform for the organic business to launch from.

5 Proposed vision and mission

It is important to note when forming a vision, that Woolworths already has a very strong marketing message “The Fresh Food People” which, combined with its stated desire to deliver value to customers, is consistent with what we will aim to provide via our organic produce offering. Woolworths now presents a new vision and message, ‘The Whole Food People’, to emphasize organic food and products for entire families including their pets. This product offering will not interfere with Woolworths’ current operations: it will simply provide a more up market alternative for