Analysis of Corporate Objectives and Marketing Approaches (MKT501)

This report provides an analysis of corporate objectives and marketing approaches, focusing on the retail sector. It begins by defining corporate objectives and their role in guiding business operations, particularly within the context of Coles' strategies. The report then explores different marketing concepts, including production, selling, and marketing concepts, highlighting how Coles utilizes marketing strategies to achieve its sales targets. The core marketing strategy of Coles is examined, emphasizing the importance of customer experience and the implementation of the 'circle of success' model. The report also discusses the significance of organizational culture and its alignment with external market conditions. The analysis underscores how Coles places customers at the center of its operations to achieve its corporate objectives. The report is well-structured, including an introduction, sections on corporate objectives, marketing concepts, and strategies, and a conclusion.

Running head: CORPORATE OBJECTIVES, APPROACHES TO MARKETING
CORPORATE OBJECTIVES, APPROACHES TO MARKETING
Name of the Student
Name of the University
Author Note

1
CORPORATE OBJECTIVES, APPROACHES TO MARKETING
Table of Contents
Task................................................................................................................................2
Section 1.....................................................................................................................2
Section 2.....................................................................................................................3
Section 3.....................................................................................................................4
References......................................................................................................................5

2
CORPORATE OBJECTIVES, APPROACHES TO MARKETING
Task
Section 1
Corporate objectives help in relating the business operations with the goals that have
been set. These objectives are mainly set by the top managers of the organization and they are
able to provide focus for the setting of new objectives. The objectives are mainly based on
the focus that is provided to desired performance and the results that are desired. The major
aim of the organization is based on the ways by which Coles is able to create a shopping
experience for the Australian customers in an effective manner. The success based plan of
Coles is related to the Coles Circle of Success which aims at delivering quality products to
the customers 1. The diversification based activities of the organization are also an important
part of the success plan that has been formed by Coles in the retail sector of Australia. Coles
has implemented different marketing related and advertising based strategies in order to
operate in the retail sector of Australia in a profitable manner 2.
Section 2
Marketing orientation concept is based on the philosophy which is based on the
discovery and meeting of the desires and needs of the customers with the help of their
product mix.
1 Kaya, Nihat. "Corporate entrepreneurship, generic competitive strategies, and firm performance in small and
medium-sized enterprises." Procedia-Social and Behavioral Sciences 207 (2015): 662-668.
2 Kasemsap, Kijpokin. "The roles of corporate marketing strategies and brand management in the global retail
industry." Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications.
IGI Global, 2018. 294-325.

3
CORPORATE OBJECTIVES, APPROACHES TO MARKETING
Production concept – In this concept the organization tries to increase the levels of
production in order to fulfil the demands of customers in an effective manner.
Selling concept – The selling based concept is mainly related to the belief that the
customers will not be purchase the products if they are not persuaded 3.
Marketing concept – This concept is based on the necessity of marketing and
branding of the products that are offered to the customers. This concept mainly focusses on
the success that has been achieved by the firms in an effective manner.
Coles has been following the marketing concept which is based on the promotions of
products and services that are offered to the customers. The retail organization aims at
achieving the sales based target with the help of a marketing strategy 4.
Section 3
The core marketing strategy that is followed by Coles is based on the shopping
experience that is to be provided to the customers in an effective manner. The circle of
success is followed by Coles which can help the organization to improve and enhance the
services. The company has taken many initiatives which can help the company to meet the
needs of customers. The diverse group of products which are provided to customers also play
an important role in the customer base of Coles. The culture of the organization has been
3 Sjöstrand, Sven-Erik. Rethinking Corporate Governance: The Forming of Operative and Financial Strategies
in Global Corporations. Edward Elgar Publishing, 2016.
4 Tricker, RI Bob, and Robert Ian Tricker. Corporate governance: Principles, policies, and practices. Oxford
University Press, USA, 2015.

4
CORPORATE OBJECTIVES, APPROACHES TO MARKETING
established in an effective manner so that the employees are able to operate in the
environment in an efficient manner 5. The external culture of Australia has been implemented
by Coles in its different operational processes. Customers have been placed at the centre of
different activities that are performed by Coles in the Australian retail industry. The target
customers of Coles are thereby provided with the best services in order to reach the corporate
objectives.
5 Sjöstrand, Sven-Erik. Rethinking Corporate Governance: The Forming of Operative and Financial Strategies
in Global Corporations. Edward Elgar Publishing, 2016.

5
CORPORATE OBJECTIVES, APPROACHES TO MARKETING
References
Kasemsap, Kijpokin. "The roles of corporate marketing strategies and brand management in
the global retail industry." Digital Marketing and Consumer Engagement: Concepts,
Methodologies, Tools, and Applications. IGI Global, 2018. 294-325.
Kaya, Nihat. "Corporate entrepreneurship, generic competitive strategies, and firm
performance in small and medium-sized enterprises." Procedia-Social and Behavioral
Sciences 207 (2015): 662-668.
Sjöstrand, Sven-Erik. Rethinking Corporate Governance: The Forming of Operative and
Financial Strategies in Global Corporations. Edward Elgar Publishing, 2016.
Tricker, RI Bob, and Robert Ian Tricker. Corporate governance: Principles, policies, and
practices. Oxford University Press, USA, 2015.