Strategy of Coles Supermarket

Contents
Introduction......................................................................................................................................2
Discussion........................................................................................................................................2
Conclusion.......................................................................................................................................5

Introduction
Hello and a warm welcome to all the employees in the meeting. I am Steven Cain, the CEO of
Coles Supermarket and I will be presenting to you the strategy which has been designed by the
organization in order to achieve the vison and mission of the company.
Discussion
First of all I would like to begin with a basic introduction of Coles Supermarket and what we
stand for so that you can better relate with the company and its strategy.
Coles Supermarkets Australia Pty, which trades as Coles in the Australian Stock Exchange, is an
Australian supermarket, retail and consumer services chain, which is headquartered in
Melbourne and is a part of the Coles Group found in 1914 by George Coles. The company
operate more than 800 storesacross Australia and has over 100,000 employees and together with
Woolworths, which is its closest competitor forms a near duopoly in the Australian Supermarket
sector.
The vision of Coles is to become the most trust-worthy retailer in Australia and enhance
shareholder value in the long term.
The mission of Coles is to feed all Australians in a sustainable manner in order to help them lead
their lives in a healthier and happier manner.
The current financial performance of the company indicates that after the company decided to
spin-off with Wesfarmers,it reported comparable supermarket sales growth of 1.3 % in the
second quarter of the financial year, which is down from 5.1 % the previous quarter.
The 'Coles Little Shop' collectables campaign increased the sales growth of Coles Supermarket
over the half but the effect of the campaign appeared to evaporate in the second quarter, which
was also influenced by the falling of New Year's Eve in the third quarter of the year. The average
basket size of the customer grew by 3.1 % over half-yearly period, in which the customers were
buying more items per basket.