Business Strategy Analysis of Coles Supermarkets

Running head: BUSINESS STRATEGY ANALYSIS OF COLES SUPERMARKETS
BUSINESS STRATEGY ANALYSIS OF COLES SUPERMARKETS
Name of the student
Name of the University
Author note

BUSINESS STRATEGY ANALYSIS OF COLES SUPERMARKETS1
Executive Summary
The significant objective of the report is to analyze the business strategy adopted by Coles
Supermarkets in Australia regarding the introduction of advanced technology in its business
operations. The strategic issues of such a implementing such a change has been discussed
along with the several benefits that the Company may be subject to. Additionally, several
theoretical concepts relevant to the business strategy has been discussed. In conclusion, the
importance of business strategies to bring about growth and development in organizational
structures is mentioned.

BUSINESS STRATEGY ANALYSIS OF COLES SUPERMARKETS2
Table of Contents
Introduction................................................................................................................................3
Discussion..................................................................................................................................3
Summary of the Case Study...................................................................................................3
Identification of Strategic Issues............................................................................................5
1. Resistance to change................................................................................................5
2. Costs.........................................................................................................................6
3. Competition.............................................................................................................6
Benefits of the Strategic Change............................................................................................6
1. Increased productivity and efficiency......................................................................6
2. Automated business processes.................................................................................7
3. Reduced business costs............................................................................................7
4. Increased customer satisfaction...............................................................................7
Relevant Theoretical Concepts..............................................................................................7
1. Change Management...............................................................................................8
2. Profit maximization and Competition based Theory...............................................8
3. SWOT Analysis.......................................................................................................9
Conclusion..................................................................................................................................9
References................................................................................................................................11

BUSINESS STRATEGY ANALYSIS OF COLES SUPERMARKETS3
Introduction
Business strategy can be defined as the process undertaken in business organizations
to plan and decide on competitive actions and moves that can used to attract customers and
strengthen the performance of the organization (Akter et al. 2016). Business strategies
thereby consist of an action plan that is aimed at fulfilling the objectives and aims of the
organization. Michael Porter observed three basic strategies that can be utilized by
organizations in the fields of leadership, differentiation and focus on business activities
(Alstete 2014). There may be several opportunities of strategizing business activities in an
effective manner. Such opportunities include solving the potential risks and threats for the
organization and its market, securing an advantageous position and directing the consumption
patterns of the customers. Coles Supermarkets Australia Private Limited is recognized as one
of the leading retail, consumer services and supermarket chain in Australia. The organization
was founded in the year 1914 and has its headquarters in Hawthorn (Colesgroup.com.au
2019). Coles Supermarkets has its operations in more than 807 outlets across the nation and
employs more than 110,000 individuals. The report will further analyze the case study on
Coles Supermarkets about making improvements in their technological facilities in order to
enhance their productivity and profitability. The various elements of such a business strategy
will be evaluated along with an application of the various theories and concepts relating to
the strategic issues.
Discussion
Summary of the Case Study
The Coles Group undertakes its trading operations under the name Coles
Supermarkets, Coles Liquor and Coles Express. The organization provides retail services at
more than 2400 locations throughout Australia (Brassrazoo.com.au 2019). The case study