Marketing Strategies of Australian Supermarket Chains

Running head: MARKETING STRATEGIES OF AUSTRALIAN RETAIL CHAINS
Case study on marketing strategies of Australian supermarket chains
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1MARKETING STRATEGIES OF AUSTRALIAN RETAIL CHAINS
Table of Contents
Introduction....................................................................................................................3
Case selection and description.......................................................................................3
Overview of the Australian retail industry.................................................................3
Comparing business territories of Woolworths and Coles.........................................4
Evidence of sustained competitive advantage................................................................5
Objectives and strategies of Woolworths group........................................................5
Objectives and strategies of Coles group Ltd................................................................6
Analysis and explanation...............................................................................................6
Penetrating and promotional pricing theories as business strategies.........................6
Conclusion......................................................................................................................7

2MARKETING STRATEGIES OF AUSTRALIAN RETAIL CHAINS
Executive summery
The report aims to deliver an analysis of strategies incorporated by Australian supermarket
chains, Woolworths and Coles Group Ltd. in order gain a strong competitive advantage in the
market. The report will concentrate on the retail industry of the country and will discuss
about the process by which these two organisations are implementing their strategies and
helping the business to grow. It has been made very clear from the beginning that business
industry is undergoing a crucial transformation due to several factors like changing
preferences of the customers and advanced technological aspects. Still considering the
purpose of customer satisfaction how these two organisations are executing and innovating
strategies in this competitive business environment that will be elaborated with the help of
some business theories.

3MARKETING STRATEGIES OF AUSTRALIAN RETAIL CHAINS
Introduction
The purpose of this report is to discuss marketing strategies of two supermarket
chains, Coles and Woolworths respectively. Report will also focus on the process of
implementing strategies in order to gain competitive advantage in the market and achieve
industry based goals and objectives. As it is known to all that these two supermarket chains
share immense competition in the Australian market (Knox 2015), a detail report will be
made on the strategies they have been following in order to sustain in the competitive
business environment (Špička 2013). Their different process to deal with risks and which
theories they have incorporated so far in order to increase the revenue those aspects will be
elaborated. These two brands of retail industry cover almost 80% of the Australian market yet
Woolworths presently is leading and has already gained success over Coles. It is true that
Coles do not possess as many stores as Woolworths is currently operating yet the fact cannot
be denied that Coles is undergoing a process of growing business. Both the companies have
introduced attractive offers as well as engaged themselves in increasing customer loyalty
programmes. The aim of this report to analyse the strategies adopted by these two brands in
order to fight against threat of competition and achieve a decent market position.
Case selection and description
Overview of the Australian retail industry
Although, the number of retail businesses is higher yet there are very few supermarket
chains in Australia, which are able to influence the retail market on a huge scale. Major retail
companies of Australia, which are dominating the market includes Woolworths Ltd. and
Coles Group Ltd. As well as the competition between these two brands are increasing as the
time progresses. These retail companies not only deliver wide range of best quality groceries