Marketing Strategy Assignment- Coles
13 Pages3681 Words236 Views
Added on 2020-05-28
Marketing Strategy Assignment- Coles
Added on 2020-05-28
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Running head: Marketing and strategy Marketing and strategy
Marketing and strategy Table of ContentsIntroduction.................................................................................................................................................3Description about organization and industry..............................................................................................3Market for Coles and evaluate current trends............................................................................................4Growth....................................................................................................................................................4Profitability..............................................................................................................................................4Macro environment (PESTLE factors)......................................................................................................5Major market segments...............................................................................................................................6Segmentation..........................................................................................................................................6Targeting.................................................................................................................................................6Positioning...............................................................................................................................................7Primary and secondary target market.....................................................................................................7Level of involvement of primary segment in terms of the decision making................................................7Competition and SWOT analysis..................................................................................................................8Comparison and contrast between Coles and Woolworths........................................................................9Positioning map.........................................................................................................................................10Conclusion.................................................................................................................................................11References.................................................................................................................................................122
Marketing and strategy Introduction The main aim of this task is to evaluate and analyze the strengths and opportunities of themarket. The report outlines the business activities and operations of the Coles. It is one of thebiggest supply chain and retail supermarket company in Australia. A marketing audit is done bythe firm to accomplish the long-term mission and vision of the firm. Furthermore, the reportexplains the SWOT analysis and pestle analysis of the company. Additionally, it describessegmentation, targeting and positioning strategy of Coles. The firm is a strong player insupermarket and retail industry. It depicts that how target market plays a significant role to makeeffective and dynamic decisions in the competitive market. Description about organization and industry Coles is an Australian supermarket, consumer and retail service chain. It’s headquarter islocated in Melbourne Australia. The organization was founded in 1914 by George Coles. Thereare approx 100,000 employees employed in the organization. The company also provides onlineshopping services. In today’s modern world, the firm is increasing and maximizing its revenueand profit. The company has grown large to be one of the biggest supermarket chains inAustralia. In November 2007, it was acquired by Wesfarmers. The mission of the firm is tobecome the best retailer in the global market and to satisfy the needs and requirements ofcustomers. In addition, the main aim of the company is to increase sales and revenue bymaintaining trust among the customers in the world. The vision of the firm is to develop andbuild an innovative business that provides high-quality products which deliver value tocustomers in the competitive market. Coles maintains effective and dynamic core values such asteamwork, Customer focus, innovation and personal responsibility. By maintaining effectivecore values, the company has been able to resolve and handle the solutions to their problems andissues. Along with this, the organization uses effective and attractive promotional andadvertisement strategies and policies to increase and enhance the sales and customers in theinternational market (Coles, 2016).3
Marketing and strategy Market for Coles and evaluate current trends Growth In Australia, sales of food and beverage products are increasing day by day. Theorganization is becoming a global leader in supermarket and retail industry. The sale of thecompany has increased 1.8% on the prior corresponding period. Sales growth of Coles (Source: Rickard, 2016)Share of the $89.8 billion at supermarkets in 12 months to September 2016 (Source: Roy Morgan, 2016)4
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