Feasibility Study - Assignment Sample
Added on -2021-06-18
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Feasibility StudyStudent Name:Student ID:Subject Name:Subject ID: Due date: Professor Name:1 | Page
Executive SummaryCorporations are now making extensive use of ecommerce platform by means of globalizationand technological advent for extending their products to consumer markets. The current scope ofanalysis deals with Coles Supermarkets private label branded products that the Company isextending to wider areas in Australia. The products segmentation, market size, diffusion, targetmarket, consumer behaviour has been analysed extensively to arrive at marketing mixconsideration for the product. The analysis provides a conclusive marketing mix analysis that theCompany can adopt for its markets such that it is able to achieve success relative to its products. 2 | Page
Table of ContentsExecutive Summary.........................................................................................................................21.0Introduction...........................................................................................................................41.1 Company Background............................................................................................................42.0 Segmentation, Market size assessment and Diffusion...............................................................62.0Target Market, Consumer Behaviour.................................................................................104.0 Competitive Analysis...............................................................................................................125.0 Marketing Mix Recommendations..........................................................................................136.0 Conclusion...............................................................................................................................177.0 Reference Lists........................................................................................................................183 | Page
1.0IntroductionGlobalization has expanded opportunities for corporations to market their products to largerareas (Kotler & Armstrong, 2010).Technology has further provided impetus to corporations toextend their products to markets where physical existence of the corporation is not present.Feasibility study has been included in this analysis to understand a product’s target market,segmentation and consumer behaviour regarding the product (Hollensen, 2010). For the purposeof analysis Coles Supermarket Pty Ltd has been selected and product category selected is privatelabel branded products of the Company. 1.1 Company BackgroundColes Supermarket Pty Ltd operates in Australia and is a retail supermarket consumer chain thathas its headquarters located at Melbourne. The Company’s parent company is Wesfarmers. TheCompany was established in the year 1914 and carters to over 801 locations. John Durkan is thecurrent Managing Director of the Company (Nenycz-Thiel & Romaniuk, 2012). The Company ishighly profitable with over 100,000 employees. The Company sells and distributes various well-known brands present in Australia. Recently the company has expanded its operations byintegrating Coles Online, which is the Company’s online shopping portal. Along withdistributing products of other companies, the company has started manufacturing private labelbranded products as well. 4 | Page
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