BSBMKG606: Coles Supermarket International Marketing Plan Proposal

This report presents an international marketing plan proposal for Coles Supermarket, focusing on its potential expansion into the United Kingdom. It begins with a company profile, highlighting Coles' history and business goals, which include offering value, fresh products, and fast delivery. The plan emphasizes expanding both offline and online retail presence to provide accessible services to UK customers aged 18-65, targeting a broad demographic with a preference for female customers. The report evaluates online and offline marketing approaches, favoring online marketing due to its ability to gauge customer opinions through social media and SEO. It also addresses consumer behavior, business culture, and customer preferences in the UK, recommending Coles adapt to the fashionable UK market. The report identifies operational marketing structures, emphasizing the importance of starting with a physical store and providing staff training. It concludes with a communications and stakeholder plan, highlighting the use of KPIs, SMART objectives, email, and WhatsApp for internal communication. Desklib provides access to similar solved assignments and study resources for students.

International marketing plan
proposal
Coles Supermarket
Student Name
Institute and Affiliation

Coles supermarket has been running its business in Australia for over 100 years.
It is the Australian famous retail, super market and customer service chain. Coles online is the
Coles online shopping service. Company presently looking to expand its business United Kingdom
(UK).
Company Profile

Business goals and directions
 Coles strive to offer great value to its customers. Through lowering its price in the weekly
shopping basket .
 They will provide fresh and good quality product.
 Their product will be delivered in fastest way.

Products/ service focus for business
expansion
Coles supermarket will be more focus on expanding its retail store both offline and online
They will also provide easy to access service for the UK customers
They will provide varieties of products

Target customers
 The customer are between 18- 65 years old.
 Coles will try to attract all types of customers for their products.
 However, Coles also try to prefer female customer through their choicable products

Evaluate the best marketing approach
 Online and Offline marketing approaches will be help for expanding its business in UK.
 Advantages of online market as it helps to attract the customers through social media, websites
and emails. On the other hand offline marketing helps to attract the customers through word of
mouth advertisements and leaflets
 Disadvantages of offline marketing is its accessibility to customers and market is limited. On the
other hand, online marketing is limited to online and internet service who have no access to all of
these can be able to see the marketing.

Select the best marketing option and provide
a justification for it
 Both the offline and online marketing approaches are helpful for the business development of
Coles but Online marketing approach will be more suitable for it.
 Online marketing helps to judge the customers onion through various social media sites and it
is the most easier process.
 Company websites will achieve customers response through Search Engine Optimization
Process

Chapter 3 – Consumer profile: Behavioural
patterns
 Behaviour patterns are also different in various religious places.
 For example Indian culture is Hinduism and the behaviour of their people is also different from the
other countries (Raj and Griffin, 2015).
 Hence, religious tourism depends upon the behaviour of the people. Estimated value of the religious
tourism is USD 18 billion (Tourismandmore.com, 2014).

Evaluate business culture and consumer
preferences
 Coles super market will look for the updated customer who love to visit their websites and share
their review about their products quality.
 Customers of UK are fashionable hence it will be easier for Coles to reach the customer s and
provide them provide them products according to their choice

Coles should start the business through opening a store and then start
marketing for it.
After that higher some staffs for the store and provide them necessary
training.
Main strengths of Coles marketing is their 100 years service and weakness
will be new market venture experience
Identify options for operational marketing
structure and rank them for strengths and
weaknesses in servicing international markets

Communications and stakeholder plan
Coles marketing and international market venture will be successful when they are
able to set appropriate KPI for their employees.
These KPI’s and SMART objectives will help to maintain the organization and
stakeholder relationship
Email and Whatsapp will be the process of internal communication process

Thank you