Marketing Management: Coles' Organic Food Delivery App Strategy Report

This report outlines a marketing plan for Coles' organic food delivery app, examining the competitive landscape and environmental factors influencing its success. It includes a product description, competitive analysis highlighting rivals like Woolworths and Aldi, and an environmental scan considering micro and macro factors such as political, economic, social, and technological influences. The report forecasts demand using survey techniques and opinion polls, and details market segmentation, targeting (focusing on demographics and geographic factors), and positioning strategies. It recommends an undifferentiated targeting strategy and emphasizes the app's unique features to create a favorable market position within Australia. The report concludes with a list of references supporting the analysis.

Running Head: MANAGEMENT
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Table of Contents
Product description.................................................................................................................3
Competitive information........................................................................................................3
Environmental scanning.........................................................................................................3
Demand forecasted.................................................................................................................5
Specific market segmentation, targeting, and positioning statements....................................5
References..................................................................................................................................7

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Product description
Coles is planning to launch the organic food delivery app, which would be practiced for
delivering organic food to Australians. This kind of app would be beneficial in terms of
offering organic food products within the minimum amount (Hashem, et. al., 2018).
Competitive information
Throughout the assessment of the market, it is observed that Woolworths, Wesfarmers, Asda
as well as, Aldi is a key rivalry of this company. Throughout the assessment of market share
related to Cole’s competitors, it is addressed that about 31.8% of market share is obtained by
Coles in the year of 2017-18 whereas Woolworths and IGA have created 35.7% and 9.3%. It
depicts that Coles has chances to get competitive benefits in the market (Padel, 2017).
Environmental scanning
In order to assess the environmental condition regarding organic food delivery app, the
company can consider micro with macro factors. It would be supportive for comprehending
several components that can influence the achievement of organic food delivery app
(Thøgersen, et. al., 2017). It is described as given below:
Microanalysis
The microanalysis is beneficial for understanding about the internal factors, which may
influence the business performance like a competitor, customers, market intermediates as
well as, public. The company can deeply gain their comprehension about such elements in
order to increase the profitability of the company (Hashem, et. al., 2018).
Macro analysis
PEST assessment could be practiced for assessing the macro factors as it is supportive for
understanding several factors that can influence the performance of organic food delivery app
such as social, political, economic, social as well as, technical factors (Song, et. al., 2017).
It is shown through the given table:

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Political
Factor
 Changes
in
Govern
ment
term
 Changes
in
Govern
ment
policies
 Wars
and
conflicts
 Changes
in
Trading
policies
Economic Factor
 Internationa
l trades
concern
 Changes in
the situation
of the
domestic
economy
 Fluctuation
in the
Exchange
rate
Social Factor
 Ethnic
and
religion
factors
 Customers
attitudes
 Ethical
issues
 Lifestyle
trends
Technical factor
 Technolog
y
legislation
 Global
communica
tion
concerns
 Maturity of
technology
 Innovation
potential
(Padel,
2017).
Throughout the assessment of the above table, it is addressed that policies related to
Australian government is flexible and it is modified according to requirement. It is beneficial
for Coles because trade regulation is developed in favor of new product development.
However, it is identified that transformation in the exchange rate is favorable hence it is
supportive for Coles in terms of launching its procedure for localities with creating higher
advantageous. Throughout this, it is identified that the lifestyle of the company is transformed
therefore the company should be required for considering such factors when launching the
organic products (Grubor, Đokić, and Milićević, 2017).
Ethical concerns can be significant factors which may affect in terms of organizational
growth. Thus, it can be assessed that the company can focus on this factor because of gaining
chances of obtaining success of organic food delivery app services between the bulk of
customers (Nandonde and Kuada, 2016).
Throughout the assessment, it is addressed that some sources of technical factor can affect the
business of Coles such as legislation related to technology, maturity of technology, potential
of technology as well as, global communication concern. Therefore, it could be stated that

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when Coles desire to sustain their point in the market for a longer period then, it need to
focus on technological factors (Roy, Hall, and Ballantine, 2017).
Demand forecasted
The demand forecasted technique is significant for assessing the demand related to organic
food delivery app services in the market. There are different types of techniques could be
entailed as a source of demand forecasted techniques such as satirical technique and another
one is survey technique. Coles can use survey technique for obtaining the data with the bulk
of customers regarding their needs and wants regarding products (Davis, et. al., 2018).
This technique can be significant for gathering perception of participants with respect to
needs and expectation. It would be beneficial for gathering the views and opinion of
participants in the context of their needs and wants. It would be beneficial for managing
supply and demand. It can also influence the productivity of Coles (Nandonde and Kuada,
2016).
Throughout the use of consumer survey, the company will be competent for obtaining the
feedback with customers in the context of organic food delivery app. Another technique is
opinion poll where the customer would share their opinion in the context of food products
and services that they have desired for consumption. The gathered information would be in
the context of an online application (Padel, 2017).
(Source: Grubor, Đokić, and Milićević, 2017).

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Specific market segmentation, targeting, and positioning statements
STP is an essential technique that could be practiced for categorizing the market, people as
well as, areas for providing their organic food services. Coles can segment their products
according to different components such as market segmentation, targeting as well as,
positioning (Hashem, et. al., 2018). These are described as given below:
Market segmentation
Coles would focus on both demographic and geographic factors in order to categorize their
products and services:
Demographic factor
Coles will emphasize on those individuals who fall under the age of 24-34 years.
Geographic factors
Coles will emphasize on that individual who exists in urban with sub-urban fields because
they provide more worth to time because of the busy time schedule for them (Nandonde and
Kuada, 2016).
Targeting statements
In the context of organic food delivery application, Coles will select undifferentiated
targeting strategy as it would aid to create a positive image among consumers. In this
strategy, the company would emphasize on single marketing mix channel to appeal a broad
range of consumers. In this strategy, the company would ignore to use individual marketing
strategy because it takes maximum time and cost (Thøgersen, et. al., 2017).
Positioning statements
Under Australia, there are bulk of consumers that focus on online application for acquiring
the products and services. However, there are fewer companies who provided services of
online application. This application would provide unique facilitates to their consumers that

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may develop a favorable position of company between customers (Grubor, Đokić, and
Milićević, 2017).

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References
Davis, B., Lockwood, A., Alcott, P. and Pantelidis, I.S., 2018. Food and beverage
management. Routledge.
Grubor, A., Đokić, N. and Milićević, N., 2017. Sale potentials of organic food in the
autonomous province of Vojvodina in online business conditions. Strategic
Management, 22(4), pp.19-23.
Hashem, S., Migliore, G., Schifani, G., Schimmenti, E. and Padel, S., 2018. Motives for
buying local, organic food through English box schemes. British Food Journal, 120(7),
pp.1600-1614.
Nandonde, F.A., and Kuada, J., 2016. Modern food retailing buying behavior in Africa: the
case of Tanzania. British Food Journal, 118(5), pp.1163-1178.
Padel, S., 2017. Introduction to global markets and marketing of organic food.
In Deciphering Organic Foods: A Comprehensive Guide to Organic Food
Consumption”(Karaklas I, Muehling D (Eds) (pp. 187-216). Nova Publishing.
Roy, H., Hall, C.M. and Ballantine, P.W., 2017. Trust in local food networks: The role of
trust among tourism stakeholders and their impacts on purchasing decisions. Journal of
Destination Marketing & Management, 6(4), pp.309-317.
Song, H., Turson, R., Ganguly, A., and Yu, K., 2017. Evaluating the effects of supply chain
quality management on food firms’ performance: The mediating role of food certification and
reputation. International Journal of Operations & Production Management, 37(10), pp.1541-
1562.
Thøgersen, J., Pedersen, S., Paternoga, M., Schwendel, E. and Aschemann-Witzel, J., 2017.
How important is country-of-origin for organic food consumers? A review of the literature
and suggestions for future research. British Food Journal, 119(3), pp.542-557.