The Complete Marketing Strategies | Report
Added on 2020-04-01
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Running Head: ReportContentsIntroduction...........................................................................................................................................3Situation Analysis..................................................................................................................................4Company Analysis.............................................................................................................................4Environmental Analysis....................................................................................................................5Competitors Analysis........................................................................................................................6Customer Analysis.............................................................................................................................7SWOT Analysis.....................................................................................................................................8Potential target market...........................................................................................................................9Positioning of the product................................................................................................................10Marketing Mix.....................................................................................................................................11Budget.................................................................................................................................................12Conclusion...........................................................................................................................................13References...........................................................................................................................................142
Running Head: ReportIntroductionThis report is conducted to strategize the marketing plan for the Coles Supermarket. The purpose of this report is to outline the complete marketing strategies that will be required for achieving its marketing objectives. The rise in the retail and food industry in Australia has increased the level of competition, which becomes necessary for the organizations to define aparticular marketing strategy. This report is based on the Australian organization, i.e., Coles.Coles is the largest chain of supermarkets in Australia. Coles was founded in the year 2014, where it opened its first store in Melbourne, Australia. Coles is a wholly owned subsidiary organization of Wesfarmers. The Organization belongs to the Retail and consumer services sector of Australia and is considered as the largest Australian supermarket chain. This organization has over 800 stores operating across Australia and has more than 100000 employees working in their stores. The Coles supermarket holds around 45% of the market share of Australia and has revenue of around A$ 38 billion in the year 2016. This organization has recently completed its 100 years of service in the year 2014. Coles supermarket has various rivals, but they still have managed to compete with the competition from the rival firms and is known as the leading supermarket in Australia. Coles has a wide range of products like groceries, liquor and meat and this organization aim at selling its own brands. The Coles has been able to satisfy a large number of customer base with its wide range of products and services [ CITATION Com11 \l 1033 ]. Coles has also opened its online 3
Running Head: Reportgrocery store in order to provide better quality services to its clients. Coles serves around 1.2 billion of customers through its various outlets. Coles has been supported by the industry in which it belongs as this industry has huge growth that has helped Coles in managing and sustaining its brand image and position. The Mission of Coles: “To give people of Australia ashop they trust, delivering quality, service and value”. The Corporate vision of Coles is to establish itself as a world class brand and also aims at growing a sustainable future of Australia by providing the proper means. The report states complete analysis of the market in order to formulate the best marketing plan for the Coles Supermarket [ CITATION Col17 \l 1033 ]. Situation AnalysisCompany Analysis The Coles supermarket has a great influence on the market share of the Australian markets. The company contributes to the growth of the economy. The product line of Coles is daily products, meat, liquor, apparels, bakery products and many more. The company has been following the policy of low price as their marketing strategy for a past few years in order to attract and induce the customers to buy its products and services. Fresh produce is the chief element of the Cole’s product range. The main competitor of Coles is Woolworths with a 40% market share in the industry. Coles aims at gearing its marketing strategies towards the food, fuel and liquor services [ CITATION Blo15 \l 1033 ]. The organization aims at selling the best quality products to its customers through all stores. Coles has appointed talented staff at all its outlets in order to handle the customers and their feedbacks.The Coles supermarkets target the customers of different income groups. In concern to the promotional activities, the 4
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