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MBA - Marketing Management Assignment

   

Added on  2021-04-24

17 Pages3923 Words68 Views
Running head: MBA-MARKETING MANAGEMENTMBA-marketing managementName of studentName of UniversityAuthor note

1MBA-MARKETING MANAGEMENTExecutive summaryFrom the analysis of both the external and internal environment of Coles Supermarket, itwas found that the bargaining power of the consumers is high while the suppliers’ bargainingpower was comparatively low. The threat of new entrants and substitutes was moderate, becauseColes had already maintained a stable position in the market and had dominated the Australianretail market for a long time. The company kept the suppliers’ needs fulfilled by providing hemgood amount of money and maintained good conceptions with them so that they could deliverthe best quality raw materials and resources require for the process of production. The companybecame socially responsible by contributing to the community development and even providededucation and health services to many people, which created a positive mindset among thecustomers too. The company used sustainable measures for maintaining the environmentalstandards and even maintained an ecological balance in nature. The carbon tax implementationfurther helped in maintaining the quality standards that kept the customers satisfied as well. Thecompany still obtained various scopes and opportunities to make sure that the prices were setproperly to keep the customers satisfied and influenced to make purchases.

2MBA-MARKETING MANAGEMENTTable of Contents1. Background..................................................................................................................................32. External environment analysis.....................................................................................................32.1 Macro‐environment analysis..................................................................................................33. Internal environment analysis......................................................................................................84. Key issues based on external and internal environment analysis and providingrecommendations...........................................................................................................................11Recommendations..........................................................................................................................12Conclusion.....................................................................................................................................13References......................................................................................................................................14

3MBA-MARKETING MANAGEMENT1. Background Coles Supermarkets Australia Pty Ltd is one of the major supermarket retail andconsumer services chains and its headquarter is located in Melbourne, Australia. It is owned bythe parent company known as Wesfarmers. The company has over 100,000 employees andoperates more than 800 supermarkets all over Australia. The company holds a huge market shareof the Australian market and has competitors like Woolworths, Aldi, etc. The company hasmanaged an online website where the products and services can be accessed online and itprovides ease for the customers to make purchases too. The managing director of the company isJohn Durkan and the operating income of the company is A$ 1.9 billion and revenue of over A$33.00 billion (Coles.com.au, 2018). Being one of the major retail supermarket chains inAustralia, the company has managed to market its products and services properly to fulfill theneeds and requirements of the customers as well as delivered good quality products and servicesto keep them satisfied, safe and healthy. 2. External environment analysisThe external environmental analysis is conducted by conducting the macro and microenvironment analysis by using the PESTLE analysis tool and Porter’s five forces modelrespectively (Kotler, 2015). 2.1 Macro‐environment analysisThe macro environment is related to the economy and includes various aspects of gross domesticproduct, information about the rate of inflation, employment, and monetary and fiscal policyalong with spending of the consumer in different market segments.

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