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Marketing Mix Report of Coles

   

Added on  2020-05-16

14 Pages4145 Words86 Views
Running head: MARKETING0MARKETINGCOLES

MARKETING1Table of ContentsIntroduction:...............................................................................................................................................1Marketing mix of Coles:...............................................................................................................................1Recommended marketing mix:...................................................................................................................6Impact of contemporary issues:..................................................................................................................8References:................................................................................................................................................10

MARKETING2Introduction:Coles is the very famous and popular name in Australian retail industry. This is the company thatis engaged in the supermarket industry and serves the market wide range of products. Thecompany not only operates with offline stress but also has its presence in the market throughonline selling. Across all over Australia, it has around 787 supermarket stores, 89 hotel stores,around 800 liquor stores and 690 convenience stores(Kumar, 2008). The company also dealswith the financial services and provides the customers with range of credit cards and insurances.This is the report that deals one of the products of the company that is liquor and focus on itsmarketing mix. The later part of the report argues about the recommendations that have beengiven to the company in order to analyse the impact of some of the contemporary issues on thecompany.Marketing mix of Coles:Products: products can be defined as anything that the brand offers to the customers in themarket. As far as Coles is considered, it has been analysed that Coles is the company that dealswith range of products from fresh fruits and vegetables to general merchandise and liquor. Someof the range of products includes:Baby productsDeliFresh fruits and vegetablesColes mobileLiquorBakeryDairyGift cardsMeat In this report, the major focus is on the products range of liquor. Coles offers a great variety ofbeer, wines and other hard drinks and liquor to the customers from its stores that are Liquor landand first choice liquor (Lyons, 2007). Liquorland are the stores that re stocked with variety of

MARKETING3beer, spirits and wine. The company has 630 Liquorland stores all over Australia. Another storethat is first choice also provides variety of red and white wines, spirits and beer to the customers. As far as the market share of liquor sales of Coles is considered, it has been analyse from thefigure that it is 15.5% and it still have large scope to gain more market share. Price:In terms of pricing, Coles is the cost leader. It uses the strategy of cost leadership in order to gainthe market share and attention (Dixon, 2007). This is the company that offers the customers withgreat quality products in affordable range as compared to other competitors. The major aim ofthe company is to make continuous reduction in its cost even if the living standard in Australia isrising but this strategy has become the competitive edge for the company (Jobber & Ellis-

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