Strategic Management Plan for Coles Supermarket

Running Head: STRATEGIC MANAGEMENT
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Strategic management
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STRATEGIC MANAGEMENT
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Executive Summary
Strategic management plan for the Coles supermarket comprises of the analysis of a
number of aspects such as the macro environmental analysis, the industry analysis where a
number of things have been looked at such as a description of the product lifecycle of the
industry and the porters 5 forces model, the company analysis where the resources and
capabilities of the company have been looked at. There is also the competitor analysis and
strategy analysis. Finally, the write up has some recommendations that have been made from the
position if Coles Company that has been established by the analysis of the above-mentioned
aspects. A prediction for the future of the company has also been included in the write-up.
Table of Contents
Introduction....................................................................................................1
Macro environment analysis.................................................................................2
Industry analysis ..............................................................................................3
Company analysis: Resources and Capabilities...........................................................4
Competitor analysis...........................................................................................5
Strategy analysis...............................................................................................6

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1. Introduction
There are various supermarkets in Australia that sell goods to the public. They do sell
various types of goods ranging from consumables to non-consumable goods. Some of the
supermarkets found in Australia are; The Woolworths, Coles supermarket, the IGA supermarket,
Star Mart supermarket, Shop-Rite supermarket, Friendly Grocer among others.
For our case, we are going to look at the Coles supermarket.
There are a number of challenges that are facing not only the Coles but also almost all
supermarkets in Australia, some of these problems are, theft and shoplifting by some of the
customers, competition from the continually growing retail ventures among others. There is,
therefore, need to carry out an analysis on various sections so as to determine the appropriate
way to deal with these challenges (Hill, 2017 p.67)
2. Macro environment analysis
The macro environment refers to all the factors without an organization that affects its
general operations and well-being. Some of these factors are; the demographic factors, economic
factors, political/legal\A factors, technological factors and social-cultural factors. The macro
environmental analysis provides a means of understanding each of these factors and identifying

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the existing trend in each of them. It is by identification of the trends that exist that actually
provides opportunities for the company (Hill, 2017 p.197)
For our case, for instance, we are going to look at these factors and identify the changes
taking place in each of them so as to notice the current trend. With the establishment of the
trends, then this would put the Coles supermarket in a better position of fully utilizing the
available opportunities (Robson, 2015 p.89).
Demographic changes -Some of the changes are; changes in rural-urban migration, changes in
the general ethnic composition of the population, changes in birth and death rates, changes in the
life expectancy etc. Economic Changes-Changes in interest rates offered by banks and other
financial institutions, changes in inflation rates, changes in the exchange rates etc.
Political/Legal Changes-Changes in the taxation policy of the country, changes in the
environmental protection laws, changes in laws regarding amalgamation and merging etc.
Technological changes-changes and increase in data distribution means and methods by means
of various communication systems (Freeman, 2010 p.45).
Social-cultural changes-Changes in gender and their involvement in the task force,
changes in concern for customers, changes in concern for the environment etc. The above factors
and each of the changes taking place in them have a great implication on the Coles supermarket.
The changes in the taxation policy for instance under the political/legal factors put the Coles
supermarket in a very uncertain position. When the taxes are increased this means that they
would be making much fewer profits than they already are. This will make them increase their
prices to cater for the extra fees. Increasing their prices, on the other hand, will tend to affect
their relationship with their customers (Moutinho & Vargas, 2018 p.212).