Comparative Analysis of Retail Market in China and UK for Coles Supermarket

Running Head: INTERNATIONAL MARKETING STRATEGY
INTERNATIONAL MARKETING STRATEGY
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1INTERNATIONAL MARKETING STRATEGY
Executive Summary
Coles Supermarket, the leading retail chains in Australia wants to expand its market by
establishing new set up in a foreign country such as China or UK. Therefore, this report
puts emphasis on the comparative analysis of the retail market of both the countries
with the help of PESTLE and SWOT analysis tool. In a conclusion, the report rightly
argues in favour of the UK market and provides a justification behind opting for the UK
retail market.

2INTERNATIONAL MARKETING STRATEGY
Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................3
Company brief.............................................................................................................................3
PESTLE analysis.........................................................................................................................4
Political....................................................................................................................................4
Economic.................................................................................................................................4
Social.......................................................................................................................................5
Technological..........................................................................................................................5
Legal........................................................................................................................................6
Environment............................................................................................................................7
SWOT analysis............................................................................................................................7
Recommendation.............................................................................................................................8
Conclusion.......................................................................................................................................8
Reference.......................................................................................................................................10
Appendices....................................................................................................................................13
Appendix 1.................................................................................................................................13
Appendix 2.................................................................................................................................13

3INTERNATIONAL MARKETING STRATEGY
Introduction
Coles Supermarket is one of the largest and most popular retail chains in
Australia. In this context, the organisation recently intends to expand its business in a
foreign market. Therefore, the company chooses China or UK as the target market.
Both these two markets are renowned for their prospect and opportunities in terms of
financial benefits and future sustainability. In this regard, the report aims to initiate a
comparative analysis of the external environment of these two markets in order to get a
clear perception of the better one. The report incorporates the PESTLE analysis for the
macro environment study whereas utilises the SWOT analysis to compare the risk and
opportunities. Based on the understanding, the report will provide a recommendation of
the better market for Coles.
Discussion
Company brief
Coles Supermarket is considered to be one of the largest supermarket retail
chains in Australia. The Company has its headquarter in Melbourne. The Coles
Supermarket opened its first store in the year 1914 by George Coles and now it has 807
stores across Australia (Coles.com.au, 2018). Moreover, the company is succeeded to
generate around AU$33 billion per year. Based on this understanding, it can be argued
that the Coles Supermarket is one of the largest retail chain giant in Australia. For
Coles, trust and quality service are the main concern for its operation in the Australian
market. Moreover, for a better market capitalisation in the Australian market the Coles
Supermarket has initiated a number of sustainability program in the form of selling fresh
and green foods.