Strategic Management of Coles Supermarkets in Australia

Running head: STRATEGIC MANAGEMENT
Strategic Management
Name of the Student
Name of the University
Author Note

1STRATEGIC MANAGEMENT
Executive Summary
The purpose of the following report is to demonstrate the various issues in the strategic
management of Coles supermarkets in Australia. It has been regarded as the retail giant in the
country. The overview of the company and industry has been given. The The mission, vision and
business objectives of the company have been discussed here in this paper. The internal and
external environments of this organization have been described as well. The strategic objectives
of the organization have been elaborated on the light of gaining the competitive advantage. The
other two things discussed in this paper are the organizational structure and corporate culture.
The recommendations for improving the business performance have been provided.

2STRATEGIC MANAGEMENT
Table of Contents
Introduction......................................................................................................................................3
Overview of the chosen organization and industry.........................................................................3
Mission statement of the organization.............................................................................................4
Vision statement of the organization...............................................................................................4
Value statements and business objectives.......................................................................................5
Business environment of the organization.......................................................................................6
Internal business environment.....................................................................................................6
External business environment....................................................................................................8
Strategic objectives of the organization.........................................................................................10
The generic strategies....................................................................................................................11
Organizational structure.................................................................................................................12
Corporate culture...........................................................................................................................13
Recommendations..........................................................................................................................13
Conclusion.....................................................................................................................................14
References......................................................................................................................................15

3STRATEGIC MANAGEMENT
Introduction
This paper focuses on the various issues about the preparation of the business strategies.
This strategic planning will be very much helpful to analyze the different issues and challenges
the selected organization will be facing. The organization that is selected for completing this
paper is Coles Supermarkets. This organization is situated in Australia. It is indeed useful to
identify the different components of the business strategy that the organization follows. The
overview of the chosen organization will be given of this organization and the industry as well.
The internal and external environments of the company would be discussed. The strategic
objectives that the organization has taken will be evaluated and discussed if it is appropriate or
not. The five generic strategies and the different components of the business strategy will be
discussed here as well. The recommendation should be given about the things of how they
should implement these strategic objectives and better their chances of market dominance in
their concerned industry.
Overview of the chosen organization and industry
The Chosen organization for this paper Coles Supermarkets operates in the retail industry
and it is one of the most successful retail companies in Australia (Coles.com.au 2018). The
organization Coles Supermarkets began in the year 1914 in the month of April. They are
considered to be the pioneers in the retail industry in the country and they have expanded to
other countries as well. The founder of this company was George Coles (Coles.com.au 2018).
One of the most important sections they contribute is its employability. There are about 10,000
people being employed in this country. Food retailing has become one of the major targets for
Coles Supermarkets. The headquarters of this organization is situated at Melbourne in Australia.