Market Analysis Report 2022

Running head: MARKET ANALYSIS
Market
Analysi
s
August 8
2019

MARKET ANALYSIS 1
Executive Summary
This report intends to present the deep analysis of the Coles Company which is one of
the known brands in the supermarket industry of Australia. The paper has provided a detailed
analysis of its organization structure, brand reputation, brand identity, etc. From the analysis,
it has been identified that Coles is one of the leading as well as the organization that meets its
social responsibilities by taking different initiatives and sustainable performance in the
market. This has resulted in increasing the brand reputation among the target audience of the
company. Further, the report has also discussed regarding different theories such as
stakeholder theory and corporate reputation theory which highlights that company gives
priority to its stakeholders by meeting their demands which support it in improving its
reputation in the market. In the end, the paper has also discussed the factors that impact
corporate reputation.

MARKET ANALYSIS 2
Table of Contents
Executive Summary...................................................................................................................1
Introduction................................................................................................................................3
Overview of Coles..................................................................................................................3
PEST Analysis.......................................................................................................................4
Organization Structure...........................................................................................................5
Ownership Structure...............................................................................................................5
Shareholders Theory..............................................................................................................6
Coles Stakeholder...................................................................................................................7
Corporate Reputation Theory.................................................................................................8
Coles Behaviour and Activities..............................................................................................9
Building Blocks of Corporate Reputation........................................................................10
Interpretation of the corporate reputation............................................................................11
Factors that impact the Corporate Reputation..................................................................11
Implications and Conclusion....................................................................................................12
References................................................................................................................................14

MARKET ANALYSIS 3
Introduction
A company analysis is said to be a detailed study executed to determine the health of
a company in different areas. There are several ways for completing the analysis of the
company, based on the productivity, feasibility, and the financial health of the company
(Grant, 2016). This paper intends to present the market analysis of Coles which is one of the
well-known retail chains of Australia. The market analysis of the company is being
conducted through the PEST tool. In addition to this, the paper is also discussing different
theories such as stakeholder theory, Corporate Reputation Theory, etc. along with the detailed
internal analysis of Coles.
Overview of Coles
Coles is one of the well-known supermarket, consumer service and retail chain of
Australia with head office in Melbourne. The company was founded in the year 1914 by
George Coles. All over in Australia, Coles operates around 807 supermarkets comprising
several re-branded BI-LO Supermarkets. It also contributes to offering employment to over
100,000 employees. Along with competitor Woolworths, Company accounts for 80% of the
market of Australia (Catter, 2013). Coles is involved in contributing to saving the
environment by promoting the effective use of plastic bags. The company was first involved
in removing the lightweight plastic bags and in its place started charging for offering reusable
and thinker plastic bags. This step of the company resulted in dropping 80% of the plastic
bags use in Australia (Johnson, 2018). Further, in the year 2018, the company announced to
provide it's reusable thick plastic bags for free which resulted in stretching the business
towards criticism. However, to avoid this criticism within 24 hours the directors of the
company announced to reverse its strategy and started charging for the bags (The Guardian,
2018). This has majorly impacted the image of the company in the eyes of its customers. In