Evaluation of Coles Group Ltd Corporate Level Strategies

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Executive Summary
This report will evaluate and examine Coles Group Ltd. which is an Australian based
company and grocery retailer dealing in chain of supermarkets. The evaluation of Coles
corporate level strategies and its implementation will help in gaining an insight about how the
company acts conjointly while attaining organisational objectives and goals. The report will
also analyse relationships between functions, structure and procedures along with individual
performance role to understand how they are responsible for firm’s failure or success. After
presenting critical evaluation, this report will recommend the management of the company
two alternative strategies that can ensure success of Coles in current competitive business
environment.

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Table of Contents
Executive Summary...................................................................................................................1
Introduction................................................................................................................................3
Strategic plans and objectives of Coles......................................................................................3
Corporate level strategies...........................................................................................................4
Strategy implementation............................................................................................................5
Critical evaluation of strategies implemented............................................................................6
Recommendations......................................................................................................................7
Conclusion..................................................................................................................................7
References..................................................................................................................................9

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Introduction
Coles Group Ltd has an ironic history of no less than 90 years. Founded by George James
Coles in the year 1914, Coles had established itself as one of the leading supermarkets in
Australia. Due to disruptive strategies, the company underwent many strategic changes in
past few decades. In 2007 August, Wesfarmers purchased Coles for AU$22 billions and
appointed UK based retailer Ian McLeod as company’s Managing Director. Coles, under the
leadership of new leader and strategic implementation of policies has been able to regain its
lost position. Presently, Coles owns more than 140,000 stores in Australian region
contributing 4.1% in country’s GDP and employing around 100,000 employees while making
more than 11 lakh transactions per week (Coles, 2018).
Strategic plans and objectives of Coles
Presently, Coles business growth plan and vison statement are grounded on following four
components:
 Regain its leading position in food retailing business, Woolworths being in top
position.
 Extend its business operations in diversified marketplace like hotels, Petro stations
and liquor.
 Maintaining quality of products along with reducing prices as maximum as possible.
 Maximising shareholders value by adding more products in its portfolio (Advameg,
Inc., 2018).