Develop a Marketing Plan for Coles Supermarket

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

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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.