Marketing Management: Corporate Objectives, Marketing Orientation Concepts, and Coles' Marketing Strategy

This article discusses corporate objectives, marketing orientation concepts, and Coles' marketing strategy. It evaluates Coles' objectives and marketing orientation concepts and discusses their core marketing strategy.

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MARKETING MANAGEMENT
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Identify the concept of corporate objectives and evaluate an organization with information
available in the public domain.
A corporate objective is the objectives or a goal that is usually set by any company. The
company sets many rules, regulation, policies, and methods that they can thrive to achieve the
corporate objectives. It is also a very natural fact that the company has to make a plan that will
help them to set the methods, needed resources and the time frame in which they can achieve
those objectives. These attaining of these corporate objectives helps in enhancing the overall
growth of the company (Jogaratnam, 2017). One such famous and a well known corporate
company is Coles (Kumar & Reinartz, 2018). This is one of the leading Australian supermarket
chains and over the years it has been very dedicated towards the objectives that it has set for
itself. The main objectives or the comm9tet that it has is to develop a sustainable future for the
people of Australia. They want to uplift and support than local farmers and give a boost to the
local agricultural market as well. On the other hand, their objectives are to make sure that they
are providing fresh and nutritional food to the customers. They want to promote an overall well
being of all the people of Australia (Kim & Mauborgne, 2014).
Discuss marketing orientation concepts (i.e. the marketing concept, the selling concept or
production concept). Explain with examples which concept your organization follows.
This company that is Coles follows the societal marketing concept. This is because they
have realized about the fact that they are to look after the social needs of people as well. Being
one of the leading Australian supermarket chains they are not heart core money oriented or profit

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maximization firm. They do not focus only on the short term or only on the long-term basis. This
is one of the most important aspects of this form of marketing orientation system (Coles.com.au,
2018). This consequently has a huge impact on the preference patterns of the customers as well.
The customers now have become much more health conscious and are looking for fresh and
healthy food items. So, Coles make sure that the all the fruits and vegetables that there providing
their customers are brought from the local farmers so that they are fresh with zero added toxic
pesticides. They also know the long-term demand of the customers so they make sure to provide
discounts on their products. They know that there is a need to support the farming and
agricultural industry in the long term. This is also a part of their CSR. So they collect funds and
use it for supporting the urban farming system. They have used their funds to make a greenhouse
worth$430,000. They have raised this from the Coles Nurture Fund grant. Apart from this, all
the seafood of the Coles brand is responsibly made. They realize the long-term environmental
needs. So, they make sure that the fishing is carried on responsibly so that no harm is caused to
nature.
What is your organization's core marketing strategy? Discuss the strengths and weaknesses
of the current marketing strategy and explain how this strategy will help your organization
reach its corporate objectives.

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They mainly follow the diversity marketing strategy and the relationship marketing
strategy as well. Coles has a six-step cycle that helps them to keep all their promises that they
make to their customers and attain success in the market. In order to make sure that they have a
good relationship with all their customers they diversify their products and bring increased
quality. They focus on enhancing the quality of the products. Apart from this, they make sure
that there is no duplication of any products taking place. They are very alert and conscious about
the originality of the products that they supply (Babin & Zikmund, 2015).
They also follow all the legally accepted standards of food, health, and nutrition. They
have developed their storage capacity accordingly. Their store has been designed in a way that
has matched the standards of the food requirements of Australia. They have maintained the
Australian method of cooking food from the scratch. They avoided too much usage of the pre-
packed food items. They have also brought a huge number of options that improve the shelf
availability as well. So they are giving their customers a wide range of options. Apart from this
they are also never compromising with the neatness and cleanliness (McCormack & Johnson,
2016). They maintain al the health and hygiene factors as well like usage of clean trolleys. The
other unique part of the marketing strategy that Coles use is a huge attention on the culture. They
know that Australian culture wants fresh, clean and nutritious dairy products. It is for this reason
that they provide fresh and natural dairy products.

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References
Babin, B. J., & Zikmund, W. G. (2015). Exploring marketing research. Cengage Learning.
Coles.com.au (2018), About Coles, retrieved 4th July, 2018 from
https://www.coles.com.au/about-coles
Jogaratnam, G. (2017). The effect of market orientation, entrepreneurial orientation and human
capital on positional advantage: Evidence from the restaurant industry. International
Journal of Hospitality Management, 60, 104-113.
Kim, W. C., & Mauborgne, R. A. (2014). Blue ocean strategy, expanded edition: How to create
uncontested market space and make the competition irrelevant. Harvard business review
Press.
Kumar, V., & Reinartz, W. (2018). Customer relationship management: Concept, strategy, and
tools. Springer.
McCormack, K. P., & Johnson, W. C. (2016). Supply chain networks and business process
orientation: advanced strategies and best practices. CRC Press.