Marketing Strategies of Coles and Woolworths in Australia

Running head: MARKETING
Marketing
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MARKETING
Table of Contents
Introduction................................................................................................................................2
Describing two cases..................................................................................................................2
Evidence of marketing related success......................................................................................3
Analysis and explanation...........................................................................................................5
Conclusion..................................................................................................................................6
Reference....................................................................................................................................7

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MARKETING
Introduction
One of the most famous supermarket chains in Australia is Coles supermarkets.
Established in 1914, it has grown to offer a wide range of products such as general
merchandise, grocery, vegetables, meat, liquor and more. In the subsidiary industry,
Woolworths Supermarkets is the rival of Coles (Knox 2015). Although specializing in
groceries, Woolworths also sales products regarding household, health and beauty. The
success of both companies is for their adoption of effective marketing strategies. Marketing
strategy includes buying supplies, selling products, and advertising brand and products. The
goals of marketing strategies are to sale products, increase target market, and promote and
maintain brand image (Lovelock and Patterson 2015).This report will discuss the current
marketing strategies of the companies, and the way they are proving themselves effective on
the context of marketing.
Describing two cases
The current aim of Woolworths is to retain the success that they have been achieving
in past years. In order to do that, they are focusing on building a stronger relationship with
their buyers and other stakeholders (Grönroos 2015) through carefully planned activities. In
addition, the company is also intending to grow their food and liquor market. Woolworths
understand the value of customer retention. Therefore, they are changing their place strategy
to satisfy the changing customer demand. Along with physical stores, Woolworths offers
their customers virtual stores and websites to make purchasing from the company convenient.
The company is offering the customers an option of giving feedbacks to understand customer
demand and improve their service accordingly. Customers today are becoming health
conscious and tending towards buying fresh food. Recognising this market demand,
Woolworths is providing their customers fresh poultry, meat and vegetables (Solomon et al.