Strategic marketing management Essay Help

Strategic marketing management
Read the following article and complete the task below.

Durban – Woolworths South Africa has responded to a complaint it received on its Facebook page in which a customer claimed she had bought a batch of Frankfurters that contained plastic when cut open.

“The product has been received from the customer and is with the supplier for full investigation,” Woolworths said in its response on Monday.
Facebook user, Anuschka Vorster Nagy, posted a picture of pieces of what appeared to be plastic inside the Frankfurters on to Woolworths’ Facebook page at the weekend.
In the post she said, “I am a regular customer at Woolies. Imagine my horror when I found this embedded in my Frankfurters. Which by the way is what I give my kids for lunch.
“Logged a complaint on Monday and still to date no action and no collection from Woolies. Shocking!!! Not only is this a health risk but they are meant to be a premium brand store.”
The post garnered widespread support and prompted many to add to the fray by listing their own complaints.
http://www.news24.com/SouthAfrica/News/woolworths-responds-to-online-complaints-20160125
A Woolworths customer recently found plastic inside the Frankfurters she purchased at the store. She took to social media to share her finding. After News24 reported on what happened, News24 Users
shared their customer service experiences with the retailer.

Few complaints get dealt with and not even a courtesy phone call would you get from them. The quality is not what it used to be either, especially if you are told on their label, “eat the cheese
within 3 days”. Cheesy’ I’d say. Unacceptable poor quality for the prices we pay. Arrogance? Absolutely!
Contact our useless, couldn’t-care-less customer service who says sorry …next please.

Jane Mead

I had a very unpleasant experience last year in that we found a large cockroach in one of the pizzas my little boy was about to eat!
He asked me why there were pieces of olive in his pizza!
I checked and found one dead, fat cockroach!! Have never bought another pizza from Woolies nor will I.
Paul Stones
Have complained via email and telephonically to Woolworths on a couple of occasions and they don’t have the decency to address the problem or give feedback. They are ARROGANT !
Fed Up
I am a South African but only live in Johannesburg for half the year (the rest of the year is spent in the USA).
We shop at Woolies every day (spending R500+).
I have often bought milk which is off despite the Use Before date indicating otherwise, cheese platters which tastes fizzy despite said Use Before dating indicating so. Our South African residence
is 700m from the Woolies.
We don’t have the time but fortunately, we have the money to say ‘this battle isn’t worth our time’. But I can testify that this does indeed happen. Woolies isn’t the premium and flawless brand
that South Africans portray. They’re better than all of the retailers but they have many flaws.
Maybe it is us who expect too much of them?
Ricardo da Costa
My wife at a Woolworths store, bend down to get an item. A sign was sticking out with a metal border; she got up and cut her whole head open.
We contacted them and they made us out as liars even after supplying doctor’s letters and the manager on duty, being shown the injury at the store at the time of the incident.
We then also found worms in a salad a while later, but due to our previous experience just left it.
Marius Korff
Upon my return from an international trip I went to Woolworths at O.R Tambo to get a takeaway coffee.
What I thought was a milk clot ended up being a fly in my coffee. It’s made “fresh”. Maybe the ingredients were not so fresh.
Janine Brand
I recently read your story of Anuschka Nagy who found plastic in her woolworths Frankfurters and remembered that I have had a similar experience. This happened last year sometime, however I kept
photos of this.
I bought one of those 8 pack beef patties and after cooking found small pieces of blue plastic embedded in two of the patties. Due to my busy work schedule I never reported it to Woolies until I
remembered about it now.
Johann Badenhorst
Task:
Based on the article above, as a marketing consultant to Woolworths advise management on the way forward to revitalise, sustain and grow the brand. Your report must cover these areas list below and

 

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