An Analysis of Marketing Strategies: Cole's Roxburgh Park (University)

This report provides a comprehensive marketing analysis of Cole's Roxburgh Park, a retail store in Australia. The study examines the application of the 8 P's of marketing strategy: product, price, place, promotion, process, physical evidence, people, and partnership. It explores the company's offerings, target consumers, and the effectiveness of its marketing strategies. The analysis includes an assessment of product quality, pricing strategies, distribution channels, promotional activities, customer service processes, physical store environment, employee performance, and partnerships. Furthermore, the report offers specific recommendations for improving the 8 P's, such as enhancing product quality, diversifying the product portfolio, refining pricing strategies, improving customer service, and strengthening partnerships to enhance customer satisfaction and overall business performance. The report concludes with a summary of findings and suggestions for future marketing initiatives.

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student:
Name of the University:
Author’s Note:

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Executive Summary
Marketing Management is process of applying, tracking and reviewing organizational resources
towards achieving organizational success. This study has described 8 P’s of marketing strategy
of Cole’s Roxburgh Park. Apart from the theoretical definition, the study has also demonstrated
practical application of the 8 P’s of marketing strategy on the organization. The organization
majorly provides household products for Australian households. After assessing the effectiveness
of the marketing strategies, the study has also provided appropriate recommendations for the
organization towards improving its 8P’s factor. Moreover, the organization should improve on
the quality of the products and the physical evidence for getting high level of organizational
success.

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Table of Contents
1.0 Introduction................................................................................................................................3
1.1 Company................................................................................................................................3
1.2 Product and Location.............................................................................................................3
1.3 Consumer...............................................................................................................................4
2.0 Analysis.....................................................................................................................................5
2.1 Product...................................................................................................................................5
2.2 Price.......................................................................................................................................6
2.3 Place.......................................................................................................................................7
2.4 Promotion..............................................................................................................................7
2.5 Process...................................................................................................................................8
2.6 Physical Evidence..................................................................................................................8
2.7 People....................................................................................................................................9
2.8 Partnership.............................................................................................................................9
3.0 Recommendation.....................................................................................................................10
3.1 Product.................................................................................................................................10
3.2 Price.....................................................................................................................................11
3.3 Place.....................................................................................................................................11
3.4 Promotion............................................................................................................................12
3.5 Process.................................................................................................................................13

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3.6 Physical Evidence................................................................................................................13
3.7 People..................................................................................................................................14
3.8 Partnership...........................................................................................................................14
4.0 Conclusion...............................................................................................................................15
5.0 Recommendation.....................................................................................................................15
References......................................................................................................................................17

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1.0 Introduction
Marketing management is the process of developing suitable strategies and planning for
the products and services, advertisement, promotional sale to the desired consumer group (Khan,
2014). This study has 8 marketing P’s of Cole’s Roxburgh Park, which is actually located in the
Roxburgh Park. Apart from theoretical description, the study has also applied such 8p’s of
marketing mix on the product of this organization. On the other hand, the study has also provided
suitable recommendation on the 8 marketing P’s of Cole’s Roxburgh Park towards their
improvement.
1.1 Company
For over 100 years, Coles has continued to deliver high quality products and outstanding
customer service to millions of customers in Australia. The organization is highly dedicated to
provide family products to the Aussie families for their happy and healthy home life. Cole’s
Roxburgh Park is the store located in the Roxburgh Park Area of Australia. The organization
always provides products with low cost for lowering the cost of living of the Aussie families
(Coles Roxburgh Park, 2018). Among all the product range like food, gift cards, meat, fruit dairy
and others, Coles loves to provide quality food products to the customers with lowest cost.
1.2 Product and Location
Cole’s Roxburgh Park is location is the area of Roxburgh Park of Australia. The area is
actually within the Melbourne city of the country. The store is placed at convenient location of
Melbourne, which is accessible and convenient enough for the customers. The organization
mainly offers household products like bakery, dairy, deli, fresh fruit and vegetable, meat and
others (Coles Roxburgh Park, 2018). Apart from that, the organization also delivers baby

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products, Coles mobile, gift cards, liquor, gluten free product, kosher and others. Moreover,
Cole’s is always intended to meet the household need of the customers through delivering its
products offerings to them.
1.3 Consumer
The consumers of Coles are generally from Medium income group family. Moreover, the
consumers of the organization are mostly middle income group people of Australia. The
organization has mostly targeted household consumer group having average income sources.
Moreover, the intension of the organization behind such targeting strategy is to get success of
low cost pricing strategy (Kraus et al., 2016). Furthermore, the organization majorly focuses on
lower middle age consumer group having positive attitude towards their life.
Figure 1: Cole’s Consumer Group

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(Source: Coles Roxburgh Park, 2018)

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2.0 Analysis
2.1 Product
Product is the item in marketing mix, which is produced or built for satisfying the needs
of certain group of people. According to Jackson and Ahuja (2016), the success of an
organization is highly dependent on it availability of right type of product per the market
demand. Coles Roxburgh Park mostly offers bakery, dairy, deli, fresh fruit and vegetable, meat
and others for meeting the household product needs of the household consumer group (Coles
Roxburgh Park, 2018). Moreover, the organization is highly popular for its high quality
Australian food delivery. Apart from that, the organization also offers the products like baby
products, Coles mobile, Gift cards, liquor and others. On the other hand, Dadzie et al. (2017)
opined that the quality and leveling of products are extremely important for attracting the
customers. In case of Coles Roxburgh Park, the organization is highly popular for it high quality
food products. However, the organization is often claimed with low quality fresh fruit and dairy
product, which can hamper the selected target group. Furthermore, the organization is mostly
limited within the household products.

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Figure 2: Coles Roxburgh Park Fresh Fruit Product and Vegetable Product
(Source: Coles Roxburgh Park, 2018)
2.2 Price
According to Chen et al. (2016) price is the sacrifice or pay, which consumers are
prepared to pay for acquiring a specific product. Price shapes the perception of the consumers
towards the products of an organization. In case of Cole’s Roxburgh Park, the organization uses
cost leadership strategy, where it offers product at low cost (Schramm-Klein et al., 2015).
Moreover, the organization has set price for the products at a range, which is affordable to all
types of customers from lower to middle or higher income group. On the other hand, Kumar et
al. (2017) opined that lower pricing strategy can increase the organizational profit with
increasing sales jump. Likewise, affordable pricing strategy of Cole’s Roxburgh Park has
fostered huge sales volume from increasing purchase from middle income group customers.

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2.3 Place
Place or Distribution is extremely important in marketing mix for getting business
success. According to Kozlenkova et al. (2015), organizations should always need to position
and distribute its products in a place, which is accessible enough to their target customers as well
as potential customers. Being established at Roxburgh Park, the position of Cole’s Roxburgh
Park is accessible enough to the customers. Moreover, the organization provides both online and
offline option to deliver products to the customers. On the other hand, Kumar and Pansari (2016)
opined that distribution channels act as intermediaries between the organization and consumers,
which ease up the process of selling. Likewise, the convenient physical stores and online service
delivery channel enhance the interaction of the organization with the customers (Hristov &
Reynolds, 2015). However, in retail selling, the customers often face issues in finding their
required products easily.
2.4 Promotion
Promotion is an extremely important component in marketing mix, which can boost up
the sales and brand recognition. According to Wang et al. (2015), effective promotional method
conveys most important information of an organization to the customers. In this way, it enhances
the brand recognition and helps in effective brand positioning of an organization. In case of
Cole’s Roxburgh Park, the organization uses print media, mass media, digital media and social
media for promoting its brands to the customers. The organization successfully uses television
commercials, Facebook, Twitter, Instagram and YouTube for conveying most important product
offerings to the customers (Kacker & Perrigot, 2016). Such communication always keeps the
customers highly informed about the product offering and these mediums encourage customers
towards purchasing the products of this organization. On the other hand, Keller et al. (2016)

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opined that Cole’s Roxburgh Park also offers attractive discounts and offerings for increasing
sales volume. However, too many discounts and offerings is harming the brand image of Cole’s
Roxburgh Park. Customers often suspect about the quality of the products for huge discounted
price.
2.5 Process
According to Gummesson et al. (2014), process of Marketing Mix is the procedures,
mechanism and flow of activities through which services are delivered to the customers. In case
of Cole’s Roxburgh Park, the organization has highly skilled and educated employees, who deal
with the customers smoothly within the store. However, with lack of effective training, the store
staffs are sometimes slightly rude with the customers that make customers disappointed. On the
other hand, the organization has speedy billing services with latest billing technology software.
Hence, the customers are always happy with such faster billing system at the cash counter. It
helps the organization to be ahead of the market competition. However, the organization has lack
of customer friendly staffs within the store.
2.6 Physical Evidence
Physical evidence is the presence and establishment of the business organization, which
attracts the customers. According to Grimmer et al. (2015), physical evidence is the environment
and space of an organization, where customers and organizational personnel interact. The store
of Cole’s Roxburgh Park is clean and attractive to the customers. Moreover, the store is easy and
customer friendly to navigate through each category of products. Furthermore, the website
design of the organization is highly attractive, but yet to simple and flexible to operate. On the
other hand, Chan et al. (2017) opined that effective physical evidence touches on the psychology
of the customers with the presentable approach of the store. The store distributes bags with their

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logo in the store for gaining customer attention. Such factors often act as an added value to the
customers, which can huge contribution in the loyalty level of the customers (Grimmer et al.,
2015). Moreover, the organization needs to maintain such physical evidence intact for long term
organizational success.
2.7 People
People in marketing mix refer to the employees of an organization, who are directly
responsible for the success of an organization. According to Geyskens et al. (2015), employees
are highly responsible for representing the value of to the customers. In case of Cole’s Roxburgh
Park, the organization has excellent sales assistants responsible for its success through achieving
sales target. The employees are competent enough and contribute equally to the organizational
success. On the other hand, Hristov and Reynolds (2015) opined that well trained employees are
always effective in providing genuine and superior service to the customers. However, in case of
Cole’s Roxburgh Park, the store staffs are not trained enough to deal with the customers having
friendly approach. Such unfriendly approach often disappoints the customers.
2.8 Partnership
Partnership is the association of two or more business together towards offering more
improved services to the customers. Cole’s Roxburgh Park has partnership with several
partnership relations with some other organization towards improving and diversifying their
product ranges. Moreover, the organization has built partnership with the Taste.com.au for
launching new recipes in the cart (Nowak et al., 2015). The customers can directly shop the
ingredients from the online shopping option of Cole’s Roxburgh Park. Apart from that, the
organization has also made partnership with the Airtasker job-outsource company, where the
customers can contract the workers to shop and deliver for them on their behalf. Moreover, such