Marketing and Consumer Behavior

Running head: MARKETING AND CONSUMER BEHAVIOR
MARKETING AND CONSUMER BEHAVIOR
Name of the student
Name of the university
Author note

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MARKETING AND CONSUMER BEHAVIOR
Executive Summary
The context of the report: The report is aimed at identifying the marketing operations that are
currently undertaken by Coles and the manner in which the same might be improved through
induction of innovative strategies.
The purpose of the report: The purpose of undertaking the research is to delineate the different
issues that are faced by Cole and the manner in which they might be resolved with a basic idea of
customer behavior in Australia.
The major findings: The report aimed at identifying the different possible steps that might be
undertaken by Coles after reviewing the customer behavior. The concerned organization faced
issues relating to the utilization of outdated marketing operational strategies and lack of
community engagement in the marketing initiatives. On the other hand, the lack of green
marketing mechanisms has affected the capabilities of the concerned organization in adhering to
the trends. The lack of suitable understanding of the customer behavior has also affected the
capabilities of the organization to attract the attention of the venture.
The conclusions: Therefore, the research concluded with a suitable identification of the issues
that are being faced by the concerned organization and the manner in which it might be mitigated
through the exposition of different recommended activities.
The main recommendations: Coles might take steps to develop innovative marketing practices
which will contribute to the unique selling proposition (USP) of the venture. On the other hand,
the organization might also take steps to develop community engagement programs for
maintaining the efficiency of the marketing operations.

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MARKETING AND CONSUMER BEHAVIOR
Table of Contents
Introduction......................................................................................................................................3
Background of the company............................................................................................................4
Marketing strategy...........................................................................................................................5
Issues in the marketing strategy.......................................................................................................7
Recommendations to the CMO.......................................................................................................8
Professional reflection...................................................................................................................10
Reference.......................................................................................................................................11

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MARKETING AND CONSUMER BEHAVIOR
Introduction
The marketing activities of an organization are commenced with the view of developing a
stronger base of customers in the different economies. Integrated marketing operations of an
organization assist the same in achieving the competitive advantage of the same while operating
in different markets. The purpose of undertaking the case evaluation is to identify the different
marketing mechanism that are currently implemented in the business model of Coles and the
issues that are faced by the same (Zarkada-Fraser & Fraser, 2015). It will also assist in
identifying the consumer behavior that is being faced by the concerned organization.
The implementation of the motivation- need theory by Maslow and the Hawkins Stern
Impulse buying theory will assist in enhancing the study through identification of the needs of
the customers. Therefore, the theories relating to consumer behavior and consumption attitudes
will be discussed as a part of the research. The delineation of the different theories relating to
customer behavior and marketing will assist in developing a coherent understanding of the
different issues that might be encountered by Coles.
The research will aim at the current marketing strategy and the issues that are being faced
by Coles. After the identification of the marketing issues, the research will enumerate a list of
recommended activities for the CMO of the venture and thereby reflect on the professionalism of
the approaches.