International Marketing Plan Proposal for Coles Supermarkets Australia Pty Ltd
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Added on  2023/05/30
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This proposal outlines the international marketing plan for Coles Supermarkets Australia Pty Ltd, including business goals, product focus, target customers, marketing approaches, and proposed new international marketing objectives.
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Coles Supermarkets Australia Pty Ltd International Marketing Plan Proposal
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Company Profile ï‚¡Industry: Retail, Supermarket, Consumer Services ï‚¡Type: Subsidiary Industry ï‚¡Key People: John Durkan (Managing Director), Curtis Stone (Ambassador) ï‚¡Headquarters: Hawthorn East Victoria, Australia ï‚¡Revenue: A$33.00 billion ï‚¡Total Assets: A$22.1 billion ï‚¡Employees: 100,000+ ï‚¡Parent: Coles Group
Business Goals and Direction ï‚¡Reduce the prices of products and services offered. ï‚¡Improve quality of products by maintaining relevant standards. ï‚¡Expansion into the Hong Kong business market. ï‚¡Generate higher revenue and brand awareness amongst consumers.
Products/Service focus for Business Expansion ï‚¡Products for the business expansion in Hong Kong would include groceries, liquor, packaged food, beverages, clothing and others ï‚¡Online shopping services need to be introduced. ï‚¡E-commerce needs to be enhanced to be at par with competitive rivals.
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Target Customers ï‚¡Coles targets the upper-middle class consumers of the society. ï‚¡Special programs to attract potential customers would include promotional offers, advertisements and more. ï‚¡Loyalty cards programs would be implemented for target customers.
Evaluation of Marketing Approaches ï‚¡Management Approach: This emphasizes on the roles of leadership and decision-making. ï‚¡Legal Approach: This deals with the legalities of transfer of ownership, merger and acquisition issues. ï‚¡Economic Approach: This approach focuses on the balance between existing demand and price of products supplied. ï‚¡Functional Approach: This includes all marketing activities like advertisements, promotional offers, etc. ï‚¡Product/Commodity Approach: This governs the flow of commodities from original producers to the end customers.
Best Marketing Option Social media: This is one of the most powerful methods to market the organization’s products and services. E-commerce: Developing online shopping facilities would improve the e-commerce of the Company. Branding: Creation of brand awareness is one of the most useful means for organizational development. Sustainability: Implementing sustainability initiatives would play an important role in marketing processes. Quality: Regular check on the quality of products offered is important to maintain growth.
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Proposed new International Marketing Objectives ï‚¡Global Strategy: As a global marketing strategy, the organization needs to create a significant lead in the specific industry. ï‚¡Adaptation Strategy: In order to adapt to the new international market, the Company needs to adhere to all legalities, standards and trade policies of Hong Kong. ï‚¡Customized Strategy: A customized strategy would be inclusive of consumer demands and trade policies of the international market.
Communications and Stakeholder Plan ï‚¡Conduct regular meetings with the staff members of the organization in order to clarify particular job expectations and performance. ï‚¡Conduct regular meetings with external suppliers to avoid unnecessary lags. ï‚¡Conduct regular discussion with governmental or non-governmental authorities related with the business market for clearance of business.
Cross-Cultural Communication ï‚¡In order to establish strong foundations for trade and business with Hong Kong, more awareness regarding their culture and traditions need to be imbibed. ï‚¡Organizing cultural and promotional events would reduce the cross-cultural barriers between the two countries. ï‚¡Appropriate language for communication needs to be developed.
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Market Research Market Research is extremely essential for the Company’s venture into international business market. The particular legal structures of Hong Kong need to be understood for carrying out business. The particular demands, requirements and shopping trends of the customers also affect the operational processes of the organization in the international business market.