Woolworths Competitive Advantage
Introduction
Woolworths are currently one of South Africa’s most successful brands in the food, clothing, beauty and home sectors. The success of the Woolworths brand over the past decade or so has resulted in a decline of consumer spending with regards to their competitors. Internal branding has played a vital role in Woolworths’ success. This essay will serve the purpose of explaining internal branding, its importance and how Woolworths have adopted it to gain a competitive advantage. Included will be an analysis of how the brand can improve their application of internal branding in comparison to their current state. Both a negative and positive critique on the brand will be discussed and explained.
A little bit about Woolworths
Woolworths
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However, the Woolworths brand does have some minor changes to make. On experience when the customer services desk was approached in store there was no employee waiting to serve the needy customer. The implication of the customer waiting for the employee rather than the employee waiting for the customer damages the image of the brand as the customer does not feel like they have been put first. Even though punctuality or timeliness may not be one of Woolworths’ values they should always practice values such as these without having to know this beforehand. The organisation needs to clearly communicate this amongst their staff to avoid bad customer experiences. Once an employee was present at customer service they told the customer to go wait in the line at the tills if they need customer service. This is not effective internal branding being displayed as there was a designated area for customer service which was misleading in this case as the customer was told to go elsewhere. Above all the customer was inconvenienced further by having to wait in an unnecessary queue where she shouldn’t have had to wait at all. If the brand advertises or displays something then they should adhere to what they promise otherwise the integrity of the brand is put at
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