Journal of Interdisciplinary Leadership - Impact of Product Assortment Size - Literature Review Assessment Answer

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Literature Review Assessment Answer

TASK: Introduction: Introduction: The project plan would be centred on the Bella Vista based Australian supermarket, Woolworths. Woolworths along with its fellow counterpart, Coles strive to have a duopoly having more than 80% share of the Australian supermarket. Woolworths being a grocery store offer a variety of vegetable and fruits items along with health and beauty products, kids’ items and stationeries through its 995 stores. The targeted market are the family men and women who run their homes, the elderly people and the middle-aged one. Literature review:

• Argenti, P., 2017. Strategic Communication in the C-Suite. International Journal of Business Communication, 54(2).

  The journal states the aspect of communication that needs to be undertaken by the businesses like Woolworths to reach out to its customers effectively for promoting its product.

• Decrop, A. & Kozak, M., 2014. Consumer goals in vacation decision making. Journal of Travel & Tourism Marketing, 31(1)

The journal article strives to portray the decision making capability of the consumers in fulfilling their goals over and above the business goal of the suppliers.

• Dörnyei, K., Krystallis, A. & Chrysochou, P., 2017. The impact of product assortment size and attribute quantity on information searches. Journal of Consumer Marketing, 34(3).

The article mentions the choice of the products that the targeted market of Woolworths are to be offered to induce them to stay with the organisation for a sustainable period.

• Hutchinson, K., Donnell, L., Gilmore, A. & Reid, A., 2015. Loyalty card adoption in SME retailers: the impact upon marketing management. European Journal of Marketing, 49(3/4).

In this above journal article the aspect of discounted tactics and subscription of loyalty cards are being stated to enhance the buying phenomenon of the customers.

• Lawrence, T., 2015. Global leadership communication: A strategic proposal. Creighton Journal of Interdisciplinary Leadership, 1(1)

The article is useful in depicting the sorts of business communication the organisation requires to stay in touch with its fellow customers and influence them in making purchasing decisions in favour of Woolworths.

• Testa, M. & Sipe, L., 2012. Service-leadership competencies for hospitality and tourism management. International journal of hospitality management, 31(3)

The journal has its relevance in pointing out the sorts of competencies that Woolworths require to serve its targeted market especially those having tendency to drop by the store frequently, say weekly.

• Wu, P., Yeh, G. & Hsiao, C., 2011. The effect of store image and service quality on brand image and purchase intention for private label brands. Australasian Marketing Journal (AMJ), 19(1)

This particular journal upholds the aspect of promotions in the store to create inquisitiveness amongst the targeted segment of the household people to buy the products at once.

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