This report provides a comprehensive strategic analysis of Coles Group, a major Australian supermarket chain. It begins with an executive summary and a table of contents, followed by an introduction that outlines the report's objectives. The analysis delves into Coles' mission statement, generic strategy (cost leadership), and business model, examining its 'WHO, WHAT, and HOW' components. Value curves are used to illustrate Coles' market positioning relative to competitors like Aldi and Woolworths. The report then evaluates Coles' strategy within the industry framework, utilizing Porter's Five Forces and PESTEL analysis to assess external and internal factors. A discussion of Coles' cost leadership strategy and its impact on market share and revenue is included. The report concludes with recommendations and references, offering a thorough examination of Coles Group's strategic approach in the competitive Australian supermarket landscape. The report highlights Coles' focus on providing quality products at affordable prices, its efforts to gain market share, and its recent independent operation after separating from Wesfarmers.