Develop a Marketing Plan for Coles Supermarket

This article provides an overview of Coles Supermarket, including its background, potential growth strategies, SWOT and PESTLE analysis. It explains the importance of SWOT analysis for marketing plan and describes the different aspects of PESTLE. The article also includes a quiz and questions to test the reader's understanding of the topic.

Running Head: DEVELOP A MARKETING PLAN
DEVELOP A MARKETING PLAN
Name of the Student:
Name of University:
Author Note:

1DEVELOP A MARKETING PLAN
Table of Contents
Assessment 1...................................................................................................................................5
Background of the company........................................................................................................5
Supermarket.............................................................................................................................5
Customer service.....................................................................................................................5
Core values and vision.................................................................................................................5
Potential growth strategies...........................................................................................................5
Market growth matrix..................................................................................................................6
Quiz..............................................................................................................................................6
Questions.....................................................................................................................................7
Assessment 2...................................................................................................................................8
Definition of SWOT analysis......................................................................................................8
Importance of SWOT analysis for marketing plan......................................................................8
Description of PESTLE...............................................................................................................8
Different aspects of PESTLE.......................................................................................................8
SWOT analysis of Coles supermarket.........................................................................................8
Quiz..............................................................................................................................................9
Multiple choice..........................................................................................................................10
Short Questions..........................................................................................................................11
SAQ1. Description of the situational analysis.......................................................................11

2DEVELOP A MARKETING PLAN
SAQ2. Product life cycle diagram.........................................................................................12
SAQ3. Product life cycle description....................................................................................12
Assessment 3.................................................................................................................................12
Part A.........................................................................................................................................12
Different between vision and mission statement...................................................................12
Mission statement of Coles....................................................................................................12
Goals for opportunity.............................................................................................................13
SMART principle..................................................................................................................13
Opportunity 1.........................................................................................................................13
Goal 1.....................................................................................................................................13
Goal 2.....................................................................................................................................13
Opportunity 2.........................................................................................................................13
Goal 1.....................................................................................................................................13
Goal 2.....................................................................................................................................13
Part B.........................................................................................................................................14
Service for business...............................................................................................................14
Marketing strategic plan........................................................................................................14
Resources for the service.......................................................................................................14
Timeline and Gantt chart.......................................................................................................15
Assessment 4.................................................................................................................................15

3DEVELOP A MARKETING PLAN
Part A.........................................................................................................................................15
Vision statement....................................................................................................................15
Mission statement..................................................................................................................15
PESTLE analysis...................................................................................................................16
Political..................................................................................................................................16
Economic...............................................................................................................................16
Social.....................................................................................................................................16
Technological........................................................................................................................16
Legal......................................................................................................................................16
Environmental........................................................................................................................16
SWOT Analysis.....................................................................................................................16
Marketing strategy.................................................................................................................17
Marketing mix 4P..................................................................................................................17
Product...................................................................................................................................17
Price.......................................................................................................................................17
Place.......................................................................................................................................17
Promotion..............................................................................................................................17
Part B.........................................................................................................................................17
Part C.............................................................................................................................................17
Reference.......................................................................................................................................18

4DEVELOP A MARKETING PLAN

5DEVELOP A MARKETING PLAN
Assessment 1
Background of the company
Coles supermarket is one of the biggest retail chains in Australia that is associated with the
supermarket, retail and consumer services across Australia and abroad. The headquarters of the company
is located in Melbourne. Established in 1914 by George Coles, now there are 807 supermarkets of Coles
throughout Australia. There is more than 100,000 employees work in the company that indicates the
dynamic business orientation of Coles Supermarket (Education.gov.au 2018). As far as the organisational
structure of Coles supermarket is concerned it can be stated that John Durkan is the CEO of the company.
Besides this, there is an executive board comprised of Tony Buffin as the CFO (Humanrights.gov.au
2018). Besides this, there are executives and representatives from various departments like innovation,
grocery, brand and media, communications and the supply chain (Coles.com.au 2018). Therefore, it can
be argued that the Coles supermarket has a strong and transparent organisational structure in order to
establish an effective business throughout Australia and overseas.
As a matter of fact, the Coles supermarket provides a series of products and services such as
supermarket, retail and customer services.
Supermarket
 The Coles supermarket is considered to be one of the largest supermarkets in Australia.
 From food products to the daily necessary household items all can be found in the supermarkets
(Coles.com.au 2018).
 Moreover, the supermarket giants are also offered liquor and gift cards to the customers.
 Fresh vegetables can be found in Coles supermarket and the company is specially focused on the
quality of the products.
Customer service
 The Coles supermarket is very concern about its customers and their safety.
 On the basis of this, a 24/7 customer service line has been opened so that the customers can lodge
their feedbacks and grievances anytime (Coles.com.au 2018).
 Moreover, the quality of the products is also considered to be an important aspect and for this the
company introduces the product recalls process where any issues regarding the product quality
can be ventilated and the company management will take necessary investigations and actions
regarding that.
Core values and vision
The core values are as follows,
 Providing quality products in a lower and affordable price to the customers.
 Delivering better and easier shopping experiences to the customers.
 Delivering long-term relationship with the suppliers.
The mission of the Company is referred as creating trusted value of their products with offering an
affordable price.
Potential growth strategies
 Low pricing strategy is considered to be one of the major strategy that Coles supermarket has
implemented in its business growth.
 In addition to this, partnering with Wesfarmers has become a strategic advantage for Coles
supermarket to sustain its business profoundly.

New
Market
s
Existing
Existing
NewProduct
and
services
Market Development
Lowering the product
price.
Putting more emphasis
on the customers.
Product development
Promotional planning.
Making agreement with
the Wesfarmers.
Market penetration
Creating offers and
subsidies.
Setting up new outlets.
Diversification
Introducing new product
in the new market.
Launching the online
purchasing facility.
6DEVELOP A MARKETING PLAN
 In addition to this, with the advent of the technological advancement Coles supermarket also
adapted the new shifts in business by introducing the online purchasing interface (Elmas 2018).
 Furthermore, the relationship with the local suppliers also facilitate advantages to the aggressive
business expansion of Coles supermarket.
 In fact, the influence in the Australian market with approximately 80% market capitalisation is
one of the growth strategies of Coles supermarket(Colescareers.com.au 2018).
Market growth matrix
Quiz
Questions True False
1 A marketing plan and a marketing strategy mean the same thing. √
2 The four "Ps" of marketing are: Product, Promotion, Price, and Personnel √
3 The marketing management process consists of (1) planning marketing
activities, (2) directing the implementation of the plans, and (3) controlling
√

7DEVELOP A MARKETING PLAN
these plans
4 Personal selling and advertising are both forms of sales promotion √
5 Target market and marketing mix mean the same √
6 Focusing on existing products and existing markets guarantees growth for
any business?
√
7 Implementation means putting the marketing plan into operation √
8 Market penetration is the name given to a growth strategy where the
business focuses on selling existing products into existing markets?
√
9 Developing new products is considered a low-risk activity for a company? √
10 Diversification is the name given to the growth strategy where a business
markets new products in new markets and is considered high-risk
√
11 Developing an export market is considered as a diversification strategy? √
12 A strategic alliance is the same as Franchising √
Questions
 Where were they?
In the previous decade there was a huge competition between Coles and Woolworths in order to
dominate Australian market more intensely. In that process, Woolworths surpassed Coles with a
huge margin because of implementing unique marketing strategy.
 Where are they now?
In present times Coles succeeds to establish its market capitalization more extensively and in
return the company succeeds to encapsulate the Australian retail market approximately 80%.
From that point of view it is a significant achievement for the organization.
 Where do they want to be?
Coles supermarket intends to expand its market outside Australia and dominate the international
market more rigorously. From that point of view, the organisation is willing to make joint venture
with other international retail giants to enter into the new markets.
 What will they do to get there?
Joint venture and direct exporting are the main features that the Coles supermarket will follow in
order to deal with the extension of its business overseas and make profit through this expansion.

8DEVELOP A MARKETING PLAN
Assessment 2
Definition of SWOT analysis
According to Lozanoet al. (2015) SWOT analysis is a tool that helped the companies to evaluate
its position in the high competitive market by elaborating the strengths, weakness, opportunities and the
threats of that respect company. On the other hand, Kanget al. (2015) opined that the SWOT analysis is
related to identify the opportunities and abilities of as company to expand its business for future
sustainability. In response to this, it is important for that organisation to figure out the strengths and
pointed out the weakness so that the company can take decisions accordingly. In addition to this, the
external threats are also discussed so that the company can deal with it. On the other hand, Carraher
Welsh and Svilokos (2016) asserted that SWOT analysis is resembled with a mixed report of both the
internal and external analysis of an organisation. As a result of that the company can get a glimpse of both
the factors through a single analytical tool.
Importance of SWOT analysis for marketing plan
 The main importance of the SWOT analysis is to figure out the weakness of the company. As a
result of that in course of initiating a marketing plan it became important for the organisation to
keep in mind about the weaknesses and establish a better marketing plan.
 In addition to this, underlining the strengths will provide a strategic advantage to the
organisations to set a blueprint of marketing plan by exploiting the strengths of the company.
 Moreover, identifying the threats will also considered to be a benefit for implying new marketing
plan because it reveals the gap and the threats that must be filled up or mitigated in order to
sustain in the market.
 As a matter of fact, the SWOT analysis shows the positives and the negative factors of an
organisation. As a result of that the company can fix its aims and objectives accordingly and
based on those underlining objectives it becomes easier for the company to plan a marketing
strategy.
Description of PESTLE
As per the research conducted by Huang and Sarigöllü (2014) it can be stated that the PESTLE
analysis is a marketing principle framework that facilitates the helps the company to get acknowledged
with the external environmental situation in which the company does its business and points out the
possible measures that the organisation must take.
Different aspects of PESTLE
PESTLE is an acronym that is based on P for political, E- Economic, S-Social, T- Technological,
L- Legal and E-environmental aspects. All these factors are responsible to execute an external
environment analysis for an organisation that have an intense impact on the business orientation of a
company. Moreover, it can be argued that those external environmental factors are essential to deliver a
better understanding of the business environment on which the company can take necessary decisions.
SWOT analysis of Coles supermarket
Strength Opportunity
 Coles supermarket controls most of the
Australian retail market.
 The attractive pricing strategy is considered
to be an effective measure for the
organisation.
 Unique promotional strategy for
capitalising the Australian market is also
identified as one of the significant feature
 Seize great control over the supply chain
and harvest profit in multiple points.
 Geographic expansion will provide new
market expansion.
 Sponsorship and marketing will boost the
business.
 Huge brand value will foster better market
capitalisation.

9DEVELOP A MARKETING PLAN
of Coles supermarket.
 The Coles supermarket provides 80% of
employment and revenue share for the
Australian government in the retail sector.
Weakness Threats
 Lack of effective communication with the
suppliers.
 Negative publicity for issues with the
Australian suppliers.
 Intense competition in the Australian
market with a lower margin.
 Intense competition in the Australian
market.
 Fluctuating behaviour of the consumers.
 New entrants intensify the competition
heavily.
Quiz
Please review each question and place a “tick” into either the true or false
box below which you believe represents the best answer
Questions
True False
1 A SWOT Analysis stands for Strengths, Weaknesses, Opportunities, and
Time .
√
2 External factors are strengths and weaknesses √
3 An organisation should influence internal factors. √
4 Opportunities and threats. are within an organisation’s control. √
5 By Identifying Opportunities and Threats it allows you to plan for outcomes
6 It is not important to know about your competitors when conducting a
SWOT analysis
√
7 A SWOT analysis is a complex long-term planning tool for understanding
the external environment of an organisation.
√
8 A SWOT analysis is a method of conducting a general and quick
examination of an organisations current position, which will inform the
actions to be taken to reach a favourable future position.
√
9 PESTLE is a strategic framework for understanding external influences on a
business.
√
10 PESTLE stands for
Political, Economic, Social, Technological, Legal and Environmental factors
√
11 The Situation analysis of your Marketing plan is the final section of the
Marketing Plan and includes researching and analysis of your target
market, competition, business challenges, and your company’s
√

10DEVELOP A MARKETING PLAN
differentiation.
12 The Product Life Cycle means the sequence of stages that every product
progresses through until it reaches the stage where it is finally abandoned
or discontinued from the market.
√
Multiple choice
I. Multiple Choice Answer Quiz – Please answer all 10 Questions Which
is the
best
answer
A,B,C
or D
II. Internal characteristics that place the business at a disadvantage relative to
others is called a
A Challenge
B Strength
C Threat
D Weakness
D
III. How does PESTLE help your strategic analysis when developing a marketing
plan?
A. It helps you to identify the strengths of your company
B. It helps you to find the weaknesses of your company
C. It helps you to see how your company's financial well-being is
affecting the environment
D. It helps you to find solutions to problems, create marketing
strategies, and stay ahead of your competition
D
IV. Which of the following are considered political elements of PESTLE?
A. Visa requirements and trading tariffs
B. Weather and climate
C. Currency inflation and interests rates
D. Age and gender
A
V. Legislation can effect which of the following factors in a PESTLE
analysis?
A Political
C Technological
C Social
D Economic
A
VI. Which of the following list is not a part of an organization’s external
environment? (Select ONE)
A. Customers
B. Competitors
C. The micro-environment
D. All of the above options listed are a part of an organisation's external
C

11DEVELOP A MARKETING PLAN
environment
VII. Which of the following statements is the best definition of a ‘competitor’?
A A company operating within your industry
B A company operating within your region
C A company which supplies a similar good or service to you
D A company which uses the same marketing channels as you
C
VIII. The following statement describes the company’s business vision, including the
unchanging values and purpose of the firm and forward-looking visionary goals
that guide the pursuit of future opportunities.
A. Mission statement
B. Vision statement
C. Objective statement
D The marketing Plan
B
IX. What question should a business mission statement answer?
A. How a company goes to market and increases its revenue
B. Why a company sells the products to the consumer
C. Why a company is in business and what they are trying to
accomplish
D. How a company plans to market specific products to the domestic
market
C
X. The very last section in a marketing plan should contain
A Summary of the Marketing Plan and contents page
B Financial projections
C The marketing strategy
D A situation analysis
B
XI. A new company has broken in the market you are competing in, what does this
represent to your business
A A strength
B An Opportunity
C A weakness
D A Threat
D
Short Questions
SAQ1. Description of the situational analysis
It can be stated that the Coles supermarket enjoys a better position in the Australian retail market.
In this context, the most significant strength of the company is resembled with the effective and unique
pricing strategy. The low pricing strategy is identified as an effective strategic decision that was
developed by the Coles supermarket executives. Moreover, generating the maximum revenue for the
Australian government is also creates a better advantage for the company. However, there are some
weakness in terms of the lack of communication with the suppliers. As a result of that it hampered the
healthy business expansion because of spreading negative publicity (Datta Ailawadi and van Heerde
2017). Nevertheless, there are plenty of opportunities for Coles supermarket to penetrate the Australian
market more extensively. In this regard, the control over the supply chain is an effective step for Coles
supermarket. Moreover, entering into the new market backed by huge sponsorship can be effective

12DEVELOP A MARKETING PLAN
enough. Moreover, the brand value is also considered to be an important aspect for this. Nonetheless,
there are some threats that cause serious problems for the business development of Coles supermarket.
Intense competition and the fluctuation in demands of the customers are identified as the most emerging
threats for Coles supermarket. Besides this, entry of new retail companies would also intensify the
competition.
SAQ2. Product life cycle diagram
Introduction Growth Maturity Decline
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Product Life Cycle
UHT milk
SAQ3. Product life cycle description
The UHT milk was one of the popular product that had great demand among the customers. The
primary reason was the low price of the product. During the year 2015 Coles had started selling the UHT
milks with a price of 95c per litre. At that time it was the best possible price that could be offered by the
retail companies. As a result of that the sales growth of the UHT milk had jumped up to 4.5% annually
(Fan Lau and Zhao 2015). However, in course of time Woolworths started to offer the UHT milk with the
same price. As a result of that the sales growth of the product started growing downward and finally it
lost the permanence in the Australian market.
Assessment 3
Part A
Different between vision and mission statement
According to Lozanoet al. (2015)it can be stated that mission statement of a company deals with
the purpose and primary objectives that consolidates the future of that organisation. On the other hand,
Kanget al. (2015) articulated that the vision statement is resembled with the values that any organisation
follows. In addition to this, Carraher Welsh and Svilokos (2016) in his research had opined that the
primary difference between the vision and mission statement was that the mission statement puts
emphasis on the present situation or measures that lead to secure the future whereas the vision statement
talks about the future of the business. Furthermore, it can be argued that the mission statement of a
company deals with the internal factors inside the company. On the contrary, the vision statement is
always put emphasis on the external environment surrounded the company.

13DEVELOP A MARKETING PLAN
Mission statement of Coles
The mission statement of Coles Supermarket is related to its effective relationship with the
customers as well as other stakeholders. In this context, the mission statement of Coles supermarket is to
cover up all the interests of the stakeholders especially the suppliers and distributors so that adequate
supply of products will be continued and at the same time it will bring future sustainability through
satisfying the consumers profoundly.
Goals for opportunity
In this context, there are two important opportunities that Coles can exploit in order to expand its
business. The first opportunity is related to establish an unique supply network for continuous supply of
products. On the other hand, setting up a brand value is considered to be effective for the organisation to
encapsulate the market extensively. For the first opportunity, the goals are developing a better
communication with the stakeholders to promote better supply chain management and the putting
emphasis on the interests of the suppliers and the distributors. On the other hand, for increasing the brand
value Coles can facilitate a better marketing plan and conduct a marketing research for understanding the
role of the consumer behaviour.
SMART principle
Opportunity 1
Goal 1
Specific Increase number of suppliers within 12 months
Measurable Establishing better communication for the supply chain
Achievable Installing an application to contact with the suppliers and other stakeholders
directly
Realistic This goal will help the company to attain benefits and advantages in near future.
Time bound The process will take 6 months to develop.
Goal 2
Specific Make a better communication with the stakeholders within 6 months
Measurable Conducting effective business session with the stakeholders
Achievable Installing an application to contact with the suppliers and other stakeholders
directly
Realistic The online or live chat options will help the stakeholders to ventilate their
grievances any time.
Time bound It will take two months to conduct an effective business session with the
stakeholders.
Opportunity 2
Goal 1
Specific Enhance the brand value within the next 5 years.
Measurable Aggressive promotion
Achievable Making effective marketing and promotional plan
Realistic Growth of sales up to 5%
Time bound 5 years

14DEVELOP A MARKETING PLAN
Goal 2
Specific Setting up better operational framework within 12
months
Measurable Initiating direct communication with the suppliers
Achievable Installing direct communication interface through
application development
Realistic Enhancing operation greatly.
Time bound 12 months.
Part B
Service for business
Coles express gift card service is selected for the business and is observed to have profitable
features and benefits for its target consumers. Two features of this “Coles gift card service” includes
offering shell high quality grade fuels at discounted prices and it is available to make online purchases
unlimited times in more than 600 Coles stores till the balance reaches zero ( Bulmer, Elms and Moore
2018). The benefits offered by this service includes offering convenient way of managing and tracking
the fuel expenditure of consumers and offers access to attaining 4c fuel discount receipt when this gift
card is used as payment.
Marketing strategic plan
The marketing strategic plan for Coles express gift card service is through flyers advertising. This
marketing strategy is suitable in communicating the benefits that the company’s consumers can attain
through using its express gift card services (Weichert 2017). The advantages and features offered by this
service of Coles can be advertised through flyers by using bold headlines and the leaflet distributed to the
target audiences and must be eye-catching so that the consumers are aware of the service benefits.
Resources for the service
Identification of Resource Bulk activation code for activating gift card issue
order and gift card order form confirming self-
check-out service
Contact Details of Resource Contact details such as
www.giftcards.com.au/corporate will be necessary
in placing an order for this gift card and for
attaining confirmation of details of the order.
Cost of Resource Coles express gift card activation code and self-
check-out maintenance for Coles will require an
estimated cost of $ 350 per year
Items or Hours Required for the Resource 3 major items are required related to resource
including Coles Group Limited ABN, gift card
presentation folder and tax invoice
Allocation Intent for the Resource The identified resources are deemed necessary in
activating gift card issue order and for recoding
important information related to the card

15DEVELOP A MARKETING PLAN
Timeline and Gantt chart
Assessment 4
Part A
Vision statement
The Vision statement of the Wentworth Institute is to place the institution the best in the region in
terms of both facilities and the teaching abilities.
Mission statement
The mission statement of the Wentworth Institute is to develop better facility and encouraging
scholar students to take an admission for getting better educational faculty.

16DEVELOP A MARKETING PLAN
PESTLE analysis
Political
 As far as the political segment is concerned, the current Australian government has shared its
concern for the education of the youths.
 Moreover, a number of international students are also visit Australia to pursue advance studies.
Economic
 From the economic perspective Australia is popular for its high lifestyle but minimum expenses
in the education make it lucrative internationally.
 Furthermore, the par-time jobs are also offered to the students so that they can maintain their
standards of living.
Social
 Fair and prosperous cultural norms lead Australia to become a hub of education.
 The Australian people value knowledge and openness.
Technological
 The modern education with smart classroom teaching is considered to be an important aspect for
the students studied in Australia.
 In addition to this, the institutes are also promote technological advancement through e-library,
books and journals that facilitate better educational environment for the educational sector in
Australia.
Legal
 Australian Human Rights Commission puts emphasis on the equal opportunity for meritorious
students to get education. Even so there are fellowship system that encourages the students to
pursue advance studies.
 On the other hand, Australian Education Act 2013 compels the government to fund the schools
and colleges so that the educational institutions are enable to implement adequate changes.
Environmental
 As far as the environmental factors are concerned, it can be argued that good education will make
good people who have enough knowledge of what is wrong and what is right. Therefore, it will
also develop a better framework for a sound human resource.
 Moreover, the higher education can lead to peace and tranquillity that is also an important aspect
for the benefits of the environment.
SWOT Analysis
Strength Opportunity
 Good environment for education.
 Better faculty.
 Wonderful educational records.
 Philanthropic works.
 Making better facility for the students.
 Increase the admission seats.
 Providing distance education.
Weakness Threat
 Lack of efficiency in non-teaching staffs.
 Unfriendly student portal.
 Intense competition among fresh
candidates for getting admission.
 Other universities with better educational
facility.
 Less pricy educational institutes.
 In-transparent non-teaching staffs.

17DEVELOP A MARKETING PLAN
Marketing strategy
 Social media advertising can be an useful tool to promote Wentworth Institute.
 In this regard, social media like Twitter and Facebook is very useful for using as promotional
tools.
 Moreover, Wentworth Institute can opt for the educational websites where students and aspirants
are visited in a daily basis.
Marketing mix 4P
Product
As an educational institute it is obvious to state that Wentworth Institute puts more emphasis on
the quality of education. Therefore, it can be argued that the product will be quality of service in terms of
the quality of education. Based on this, it can be argued that the facility and quality that are provided by
the institute (Huang and Sarigöllü 2014). It is associated with providing faculty and the non-teaching
staffs with the advance e-learning process that are essential for a better educational environment.
Price
In this context, the price of the products are associated with the role to offer the students
admission fees and educational fees in order to set some lucrative offers to the students. Based on this
understanding, it can be stated that the Wentworth Institute sets a low pricing strategy but high quality
service in order to capitalise the market more extensively (Datta,, Ailawadi and van Heerde 2017). As a
matter of fact, it will deliver a strategic advantage to the marketing mechanism of Wentworth Institute.
Place
It is important for the Wentworth Institute to deliver a better location to attract maximum number
of customers. Therefore, Wentworth Institute had to set up its campus in a better place that is convenient
and free from traffic and noises (Fan, Lau and Zhao 2015). In this regard, the location sets by Wentworth
Institute is very advantageous and the local community adds up more benefits because of creating a better
environment for education.
Promotion
In this regard, the promotional strategy are played a significant role to generate more
effectiveness in the process of making better advertisement. In this context, opting social media is
beneficial for the organisation to attract more customers. Furthermore, it can be stated that using
Facebook and Twitter will be a beneficial factor for the organisation (Bahadir, Bharadwaj and Srivastava
2015). In addition to this, it can be stated that advertising in the educational websites are also contributed
in this regard.
Implementation plan
Goal Actions taken Person
responsible
Utilization of
social media
platforms for
 Identifying the
feasibility of
the social
IT expert,
Marketing
executive

18DEVELOP A MARKETING PLAN
suitable
advertisements
media platform
 Consulting with
an IT expert
 Incorporation
of data on the
social media
Establishing
proper
communication
within the
organization
 Assessing the
needs of
establishing
communication
channels
 Creation of a
dedicated
online portal
IT expert,
University
authorities

19DEVELOP A MARKETING PLAN
Part B
Not required

20DEVELOP A MARKETING PLAN
Part C
Power point presentation

21DEVELOP A MARKETING PLAN
Reference
Bahadir, S.C., Bharadwaj, S.G. and Srivastava, R.K., 2015. Marketing mix and brand sales in global
markets: Examining the contingent role of country-market characteristics. Journal of International
Business Studies, 46(5), pp.596-619.
Bulmer, S., Elms, J. and Moore, S., 2018. Exploring the adoption of self-service checkouts and the
associated social obligations of shopping practices. Journal of Retailing and Consumer Services, 42,
pp.107-116.
Carraher, S.M., Welsh, D.H. and Svilokos, A., 2016. Validation of a measure of social
entrepreneurship. European Journal of International Management, 10(4), pp.386-402.
Coles.com.au 2018. Customer service. [online] Coles.com.au. Available at:
https://www.coles.com.au/customer-service [Accessed 11 Nov. 2018].
Coles.com.au 2018. Our History. [online] Coles.com.au. Available at: https://www.coles.com.au/about-
coles/centenary [Accessed 11 Nov. 2018].
Coles.com.au 2018. Product recalls. [online] Coles.com.au. Available at:
https://www.coles.com.au/customer-service/product-recalls [Accessed 11 Nov. 2018].
Colescareers.com.au 2018. Our strategy, values and brands. [online] Colescareers.com.au. Available at:
https://www.colescareers.com.au/about-us/our-brands [Accessed 11 Nov. 2018].
Datta, H., Ailawadi, K.L. and van Heerde, H.J., 2017. How well does consumer-based brand equity align
with sales-based brand equity and marketing-mix response?. Journal of Marketing, 81(3), pp.1-20.
Education.gov.au 2018. Australian Education Act 2013 | Department of Education and Training. [online]
Education.gov.au. Available at: https://www.education.gov.au/australian-education-act-2013 [Accessed
11 Nov. 2018].
Elmas, M. 2018. Coles to invest in new strategic direction - Inside Retail. [online] Inside Retail.
Available at: https://www.insideretail.com.au/news/coles-signals-new-strategic-direction-201806
[Accessed 11 Nov. 2018].
Fan, S., Lau, R.Y. and Zhao, J.L., 2015. Demystifying big data analytics for business intelligence through
the lens of marketing mix. Big Data Research, 2(1), pp.28-32.
Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand equity, and the
marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-132). Springer, New York, NY.
Humanrights.gov.au 2018. Right to education | Australian Human Rights Commission. [online]
Humanrights.gov.au. Available at: https://www.humanrights.gov.au/right-education [Accessed 11 Nov.
2018].
Kang, J.S., Chiang, C.F., Huangthanapan, K. and Downing, S., 2015. Corporate social responsibility and
sustainability balanced scorecard: The case study of family-owned hotels. International Journal of
Hospitality Management, 48, pp.124-134.
Lozano, R., Ceulemans, K., Alonso-Almeida, M., Huisingh, D., Lozano, F.J., Waas, T., Lambrechts, W.,
Lukman, R. and Hugé, J., 2015. A review of commitment and implementation of sustainable development
in higher education: results from a worldwide survey. Journal of Cleaner Production, 108, pp.1-18.

22DEVELOP A MARKETING PLAN
Weichert, M., 2017. The future of payments: How FinTech players are accelerating customer-driven
innovation in financial services. Journal of Payments Strategy & Systems, 11(1), pp.23-33.