Strategic Management Analysis of Coles

Running head: STRATEGIC MANAGEMENT ANALYSIS OF COLES
Strategic Management Analysis of Coles
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1STRATEGIC MANAGEMENT ANALYSIS OF COLES
Executive Summary
Coles Group Limited is positioned as an Australian retail company which operates its business
successfully within the global retail industry. The objective of the report was to analyze the
major components of the strategy development process for the selected company Coles through
evaluating its mission, vision along with values statements. The mission statement of the
company is focused on offering quality services to its consumers that is aligned with its
organizational principles of offering best consumer service, truly better value, high quality fresh
food, operating smarter stores, excellent availability and selling products with great personality.
In attaining this strategic objective Coles must make efforts in minimizing the costs with the
support of its superior supply chain.

2STRATEGIC MANAGEMENT ANALYSIS OF COLES
Table of Contents
1. Introduction..................................................................................................................................3
2. Organization and Industry Analysis............................................................................................3
2.1. Organizational Description of Coles....................................................................................3
2.2. Australian Retail Industry Analysis......................................................................................4
3. Evaluation of Vision, Mission and Value Statement of Coles....................................................7
3.1. Vision Statement of Coles....................................................................................................7
3.2. Mission Statement of Coles..................................................................................................7
3.3. Value Statement of Coles.....................................................................................................8
4. Evaluation of Coles Strategic Objectives....................................................................................9
5. Conclusion.................................................................................................................................11
References......................................................................................................................................12
Appendices....................................................................................................................................15

3STRATEGIC MANAGEMENT ANALYSIS OF COLES
1. Introduction
With increasing challenges to the growth along with viability of the global retail
organizations, consumer expectations are increasing. For these reasons to remain competitive,
the companies are making increasing attempts in developing unique strategic objectives focused
on attaining its set vision and vale statement (Bailey 2016). The objective of the report is to
analyze the major components of the strategy development process for the selected company
Coles through evaluating its mission, vision along with values statements. In addition, the report
will also evaluate the effectiveness of strategies objectives of the retail company that supported
the company in attaining its strategic objectives.
2. Organization and Industry Analysis
2.1. Organizational Description of Coles
Coles Group Limited is positioned as an Australian retail company which operates its
business successfully within the global retail industry. The organization is focused on selling
several retail products encompassing fresh food, household goods, groceries, fuel, liquor along
with financial services via its online platforms and store networks (Grimmer, Miles and Grimmer
2015). Coles Australia operates business through its three major divisions such as Cole’s
supermarkets, Cole’s liquor and Coles Convenience. This retail company was founded in the
year 1914 where a part of it is owned by Wesfarmers that is one of the leading supermarkets in
Australia. In the recent years, the retail company is positioned as a leading retail company with
having 749 stores, 18 million consumer transactions every week and employing more than 10000
employees in the year 2018 (Colesgroup.com.au 2019). With offering exceptional and innovative