Strategic Plan for Woolworths/Macro Wholefoods

Pet Food Product Line

Australia has one of the largest numbers of pet ownership in the world with more than 36% of households owning dogs (Australian Companion Animal Council Inc., 2009). Due to the perception that a pet is part of the family, attitudes of pet owners are shifting towards traditionally human activities with their companions, which is consistent with global trends of the pet industry. Consequently, they tend to lavish their affections and money on their pets while their health awareness for dogs continues to grow. However, the quality of pet food available in Australia, especially the ones sold in supermarkets, has not been high enough to meet the demands (IBISWorld, 2011) and do not respond effectively. Therefore, it can be said that huge potential opportunities exist, and it is worth investing and tapping into a new product line for high quality organic pet food (see Appendix C for more information). We have done extensive market research via a survey exploring the possibility of launching this product line, which is included in Appendix D.

6.3 Organisation structure

We have proposed The following Organisation Structure for Woolworth’s Macro brand which will be under Woolworth’s Limited food & petrol Division. Macro will have five major departments i.e. Research and Development, Marketing, Supply chain, Public Relationship and Business Development. Each department will have performance described in organisation structure diagram below: