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Marketing Coles Division of Wesfarmers Group

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Added on  2020-02-24

Marketing Coles Division of Wesfarmers Group

   Added on 2020-02-24

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Running head: Marketing 0MarketingColes division of Wesfarmers Group
Marketing Coles Division of Wesfarmers Group_1
Marketing1Table of ContentsIntroduction...........................................................................................................................................2Brief description of the industry:...........................................................................................................2Growth and Profitability:.......................................................................................................................2PESTLE Analysis:....................................................................................................................................2SWOT Analysis:......................................................................................................................................3Market segmentation & Targeting:.......................................................................................................4Market Segmentation:.......................................................................................................................4Primary and secondary target markets:............................................................................................5Competition...........................................................................................................................................5Competition in the industry and current market standing:...............................................................5Strengths and weaknesses to your main competitor:.......................................................................6Positioning:........................................................................................................................................6Conclusion.............................................................................................................................................7References.............................................................................................................................................8
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Marketing2Introduction Wesfarmers is Australian agglomerate. It was established in the year 1914 named as Western Australian farmers'. It has its presence in Australian and News land retail segment. Company’s headquarters are situated at Perth, Western Australia. The company has various businesses, which includes supermarkets, convenience stores, liquor, hotels, home improvement, office supplies and department stores. The company also has an industrial division which involves sectors such as chemicals, energy & fertilizers, coal, industrial and safety products. In the year 2016 Wesfarmers was Australia’s largest company in terms of revenue. Today the company is the topmost employer in Australian private sector. It has about 530,000 shareholders. It can be seen that, the company has diverse product portfolio. For this report we will take into consideration Coles Supermarkets. Coles Australia is a division of Wesfarmers. Coles Supermarkets were founded in the year 1914. Coles Supermarkets were a brand of Coles Myer group till the year 2006. In 2007 Wesfarmers took over the firm. Under the ownership of Wesfarmers the company went through various changes and achieved success. Today company covers a big share in the Australian markets. One of the close competitors of the firm is Woolworth. Today Coles Supermarket is the trusted brand name in the Australian households.Brief description of the industry:The company deals in Australia’s supermarket and grocery industry. This industry can be described as highly competitive and concentrated in nature. To stay in the competition major market player have cut down the prices this has reduced the wide profit margins for the firm. In the recent time industry is laying much pressure on Coles and Woolworths (Mudditt, 2017). Growth and Profitability:In the recent year it has been observed that growth of the firm have slowed down and profit margins are reduced. The reason for the slowed market growth is credited to increased competition in the market. Another reason for the slow growth is Woolworths turnaround plan is now started taking the shape. This year the company opened 4 supermarkets and closed 3 supermarkets (Chung, 2016). To accelerate the growth the company has planned to cut product range by 15 per cent. The company is planning to replace those products with its own brand products. The company aims to remove all the underperforming SKU (stock keeping unit). The company has planned so because it every SKU adds a cost on supply chainand removing underperforming SKUs will reduce the cost (Chung, 2016).PESTLE Analysis:PESTLE analysis is the analysis of external factors that impact the environment. It is categorised into 6 forces political, economic, social, technical, technological, legal and
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