Corporate Strategies of Coles to Become a Retail Market Leader

competitive strategy

COMPETITIVE STRATEGY: 1
Executive Summary
With the increase in the number of organisations in the retail sector, their exist a cutthroat
competition. The purpose of the report is to compile with corporate strategies of Coles to
become a retail market leader and differentiate its product in the market. The purpose is to
address the case study of Coles suffering from such as identification of value added factors
that determine product prices. To stand apart from the competitors in such a way that Coles
become a retail leader in the Australian retail sector.

COMPETITIVE STRATEGY: 2
Contents
Executive Summary...............................................................................................................................2
Introduction...........................................................................................................................................4
Introduction of the company.................................................................................................................4
Internal and external analysis................................................................................................................5
Corporate strategies..............................................................................................................................6
Recommendation..................................................................................................................................9
Conclusion...........................................................................................................................................10
References...........................................................................................................................................11

COMPETITIVE STRATEGY: 3
Introduction
Coles is one of the most renowned supermarket retailer in Australia. This report is based on
case study of Coles. The case study reveals what type of challenges Coles face due to entry of
new retailers. The report brings out a glimpse of the strategic analysis of Coles just to identify
what type of corporate strategy Coles should adopt to achieve an image of retail leader in the
Australia’s retail industry. The BCG matrix and growth metric is used to identify the best-
suited corporate strategy (Grant, 2016). In the end, the report is concluded with
recommendation for Coles. The business strategy can be achieved mainly through two factors
either through cost leadership or differentiation strategy whereas the decision of corporate
strategies depend on the internal and external environmental analyses. The corporate strategy
is formed to sort and resolve the company`s weakness or threats to attain long-term
sustainable success (Deloitte, 2012).
Introduction of the company
Coles has been developed as one of the pioneering retailer in the retail sector of Australia
(Coles annual report, 2016). It is renowned for its fresh food providing and efficient
groceries, general merchandise, liquor and fuel, and financial services. The company operates
more than 21 million customer transactions in a week throughout the national store network
(Coles annual report, 2016). In addition to this, the company has a network of 865 liquor
stores, 787 supermarkets, 89 hotels, and 690 convenience outlets in the nation. It has more
than 140000 retail stores in Australia that contribute to approx. 4.1% to GDP Coles (annual
report, 2016). The retail industry of Australia employs more than 10.7% out of the total
employment. Apart from retail sector, the company operates in finance service market, car
life, credit cards, offering homes, and landlord insurance (Coles, 2015).