Analysis of Marketing Opportunities: A Coles Supermarket Case Study

This report identifies and evaluates marketing opportunities for Coles Supermarkets Australia Pvt. Ltd, focusing on a new mobile application platform for the 'Coles Magazine'. It discusses the background of Coles, its aims, market segment, competitors, and barriers to entry. The report highlights the benefits of the 'Coles Magazine app' as a marketing opportunity, including its established brand name and wide readership. It outlines market penetration, product development, and market development strategies, aligning them with industry codes such as ADMA and Australian e-commerce best practices. The report also addresses trade practices, privacy laws, ethical principles, and anti-discrimination laws. A break-even analysis is provided, and changes to current operations are discussed, emphasizing cooperation from the HR department and an anonymous feedback portal for employees. The report concludes with a list of references.

With Focus on Coles Supermarket Pvt. Ltd,
Australia
IDENTIFICATION AND EVALUATION OF
MARKETING OPPORTUNITIES

Coles Supermarkets Australia Pvt. Ltd is an
Australian Supermarket chain and is engaged
in the arena of supermarket, retail and
consumer services.
It is engaged in the task of producing and
distributing various kinds of bread & bakery,
fruit & vegetables, meat, seafood & diary,
eggs, meals, drinks, liquor, health and beauty
and various other diverse ranges of products
Background of Coles:

The evergreen aim of Coles has
been to provide the people of
Australia, a shop which they can
trust for ensuring delivery of
quality products, services and
value.
Aims and Objectives:

Market
Segment:
Competitors
1. Woolworths
Group: $32.3
billion (35.7%)
2. Coles
Supermarkets:
$30 billion
(33.2%)
3. Aldi :$11.9
billion (13.2%)
4. IGA: $8.4
billion (9.3%)

Presence of Oligopolistic market with different barriers
of entry such as as
Cost of entry
Presence of existing goodwill
Economies of scale
Dealing with suppliers
Characteristics of consumers
Presence of various kinds of convenience stores
The target market of Cole consists of mainly median
income earning consumers, and is of lower middle age.,
mainly of Caucasian origin.
Barriers to entry and Target
market

In the case of the new marketing opportunity
the publication of the famous ‘Coles
magazine’ in a new mobile application
platform, the ‘Coles Magazine app’ would be
a game changing marketing opportunity, in
the age of online growth and publicity,
something like this:
Identify and evaluate new marketing opportunity:

Coles magazine already has a well-
established brand name (Coles.com.au,
2018).
It is the most read magazine in the Australian
sub-continent.
It boasts of a monthly readership of
4.1million.
 Moreover, mobile application is a robust
platform for expanding its reach to all the age
groups apart from its traditional customers
and target groups.
Benefts of doing the same:

Market Penetration: This strategy has been devised
in order to milk in the opportunity of the already
established brand of the company’s magazine.
Product development: There would be significant
amount of cost incurred in the context of app
development, hiring of app maintenance experts and
other miscellaneous expenses.
Market development: The market of magazines
relating to information about health issues, food
products ,the benefits of organic and natural food, is
a lucrative business idea, which would expand by a
positive word of mouth and established brand name.
Market Strategy:

ADMA: Coles, will not make any false claim
would refrain from using any kind of fraud
claims or fictitious endorsements and would
try to provide authentic information at all
times (ADMA, 2018).
Australian e-commerce best practices model: It
would follow all the necessary provisions
including the protection of the rights of its
customers, authentication requirements,
rightful interaction with the minors and
various other imperative provisions of the e-
commerce model.
Alignment of the strategy with different industry codes:

Prior to the launching of the product, Coles
would like to form a legal expert team in
order to make sure that its new marketing
strategy duly follows all the provisions of the
Australian Competition and Consumer
Commission, the National Competition
Council, the Australian Competition Tribunal
along with all its administrative provisions
(Legislation.gov.au, 2018).
Trade Practices Act

The company would differentiate between
personal information, sensitive information
and health information, while creating the
contents of the magazine and uploading them
on the mobile application. It would also
adhere to all the privacy policies of the
Australian government, with the aim of
safeguarding the consumer’s interests
(Legislation.gov.au, 2018).
Privacy laws and ethical principles:

The break even calculation has been explained
with a a graph:
Thus the company must earn around $281,000
in order to break even.
Break-even Analysis:

The company would duly follow all the relevant
provisions of the Australian anti discrimination
law by,
Not differentiating employees on the basis of age,
disability, race, sex, intersex status, gender
identity and sexual orientation.
For this purpose, active co-operation and
indulgence of the HR department would be there.
An anonymous feedback portal would also be
provided to the employees to voice their opinions
and suggestion
Changes to Current operations:

ABC News. (2018). Woolworths widens the gap on Coles as 'down, down' looks
down and out. [online] Available at:
http://www.abc.net.au/news/2018-02-23/woolworths-beating-coles-in-
supermarket-battle/9479544 [Accessed 1 Jun. 2018].
ADMA. (2018). Code of Practice. [online] Available at:
https://www.adma.com.au/compliance/code-of-practice [Accessed 1 Jun. 2018].
Ag.gov.au. (2018). Australia’s anti-discrimination law | Attorney-General's
Department. [online] Available at:
https://www.ag.gov.au/RightsAndProtections/HumanRights/Pages/Australias-
Anti-Discrimination-Law.aspx [Accessed 1 Jun. 2018].
Ag.gov.au. (2018). Australia’s anti-discrimination law | Attorney-General's
Department. [online] Available at:
https://www.ag.gov.au/RightsAndProtections/HumanRights/Pages/Australias-
Anti-Discrimination-Law.aspx [Accessed 1 Jun. 2018].
Coles.com.au. (2018). Coles Supermarkets. [online] Available at:
https://www.coles.com.au [Accessed 2 Jun. 2018].
Knox, M., 2015. Supermarket monsters: The price of Coles and Woolworths'
dominance (Vol. 6). Black Inc..
References: