Competitive Strategy

Running Head: COLES 0
Competitive Strategy

COLES 1
Contents
Introduction................................................................................................................................3
Pestle strategic tool....................................................................................................................3
Porter’s five forces strategic tool...............................................................................................4
Porter’s generic strategy.............................................................................................................4
Resource based view of Coles....................................................................................................5
Conclusion..................................................................................................................................6
References..................................................................................................................................7

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Introduction
Strategic development tool plays a significant role in identifying the business environment. It
is also essential to devise the several strategies for the organization. Strategic planning means
framing the developing action plan and strategy in order to achieve the long term objective of
the enterprise. The essential element included in the process of strategic planning is the firm’s
mission, vision, and values in the internal as well as external environment (Rauter, Jonker
and Baumgartner, 2017). For ensuring the proper research, Coles, Australian supermarket has
been selected.
Pestle strategic tool
Pestle analysis is done for analysing as well as exploring the drives of changes in the strategic
environment of business. By taking the assistance of this tool, it becomes easy for the
organization to assess the current condition as well as the potential changes required.
Pestle strategic tool of Coles retail supermarket chain
 Political factors: the increasing government rules and policies against the duopolistic
market.
 Economic factors- as the number of retailers has increased substantially, bargaining
power of the suppliers as a result reduced speedily (Frost, 2013).
 Social factors: Coles effectively contributing its efforts to the cancer patients
including young individual as well as children. Besides this, Coles is also giving its best in
order to find out the several solutions related to the issue of food insecurity (Waldhuter,
2017).
 Technological factors: In recent time, customer mostly prefers to buy the food online
with the help of mobile apps or internet. Similarly, Coles have successfully used the relevant
technology by putting emphasis on facilities of self-checkout by using cloud infrastructure so
that customer gets the better experience.
 Legal factors: Coles has called for the several stringent codes. In addition to this,
Coles has also faced the several legal actions that are carried on Coles by ACCC (Knox,
2015).
 Environmental factors: This factor includes using the sustainable products in the
supermarkets. It also commits itself by ensuring corporate social responsibility.