Marketing Plan for Coles Supermarket Report 2022

Running head: MARKETING PLAN FOR COLES SUPERMARKET
MARKETING PLAN FOR COLES SUPERMARKET
Name of the Student
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Author Note

1MARKETING PLAN FOR COLES SUPERMARKET
Table of Contents
Executive Summary.......................................................................................................2
Current marketing situation............................................................................................3
Market Description.........................................................................................................3
Benefits and Product features.........................................................................................3
Product review...............................................................................................................4
Competitive review........................................................................................................4
Channels and logistics review........................................................................................5
SWOT analysis...............................................................................................................5
Future objectives and Issues...........................................................................................6
Issues..........................................................................................................................6
Marketing Strategy.........................................................................................................7
STP.................................................................................................................................7
The Marketing Mix........................................................................................................8
Product.......................................................................................................................8
Price............................................................................................................................8
Promotion...................................................................................................................8
Marketing Research.......................................................................................................8
Marketing Organization.................................................................................................9
Action Programs.............................................................................................................9
Budgets...........................................................................................................................9
Controls........................................................................................................................10
Conclusion....................................................................................................................10
References....................................................................................................................11

2MARKETING PLAN FOR COLES SUPERMARKET
Executive Summary
The report is based on the study of marketing approaches that have been developed
and applied by a major retail organization like Coles. The analysis in the report will provide
details about the “Wellness Road” named brand of Coles. The brand mainly provides healthy
product alternatives to the customers as a part of its portfolio. The future objectives of Coles
in order to sustain its place in the market have been analysed. The marketing mix, STP and
SWOT analysis are also an important part of the analysis that has been made in the report.
The budget required to implement the objectives is also a part of the report.

3MARKETING PLAN FOR COLES SUPERMARKET
Current marketing situation
Coles Supermarkets mainly provides consumers services to the customers in retail
market of Australia. The firm was established in the year 1914 and the headquarters are
located in Hawthorn East Victoria, Australia. The first store of the supermarket was
established in Collingwood by founder of the company George Coles. The company has
started its online stores in order to offer convenience to the consumers (Coles.com.au. 2019).
The marketing based activities that are being performed by the organization are mainly based
on the improvement of its position in the market. The marketing team of Coles is responsible
for communicating with huge number of Australian customers on a daily basis. The shopping
experience of customers is influenced in a huge manner by the marketing activities that are
performed by Coles with the help of different online and offline mediums (Coles.com.au.
2019).
Market Description
The target market of Coles is quite diverse and the company aims at dividing the
customer base into smaller groups who have homogeneous characteristics. The expectations
or needs of the target market have to be based on the capabilities and resources that have
been acquired by the firm. The evaluation of attractiveness of the target market is able to
ensure development of the Coles in the highly aggressive retail market. Coles has the
opportunity to select more than one target segments in order to ensure high revenues of the
organization (Aguinis, Edwards & Bradley, 2017).
Benefits and Product features
Coles has been functioning successfully in the retail market with the help of its private
label brands that have the ability to fulfil various requirements and demands of target
customers of the firm. The brand that has been considered for analysis in this case is the