Wentworth Institute: BSBMKG609 - Coles Supermarket Marketing Plan

This assignment presents a comprehensive marketing plan developed for Coles Supermarket, a major retail chain in Australia. It begins with an overview of the company, its core values, and growth strategies, including its market growth matrix. The plan includes a detailed SWOT analysis, identifying Coles' strengths, weaknesses, opportunities, and threats, and a PESTLE analysis assessing the political, economic, social, technological, legal, and environmental factors impacting the business. Furthermore, the assignment outlines marketing objectives, and a marketing mix (4Ps) strategy. The document also incorporates a timeline and Gantt chart, demonstrating the implementation schedule for the proposed marketing initiatives. The assignment provides a thorough examination of Coles' market position and offers strategic recommendations for future growth and market dominance.

Running Head: DEVELOP A MARKETING PLAN
DEVELOP A MARKETING PLAN
Name of the Student:
Name of University:
Author Note:

1DEVELOP A MARKETING PLAN
Table of Contents
Assessment 1...................................................................................................................................5
Background of the company........................................................................................................5
Supermarket.............................................................................................................................5
Customer service.....................................................................................................................5
Core values and vision.................................................................................................................5
Potential growth strategies...........................................................................................................5
Market growth matrix..................................................................................................................6
Quiz..............................................................................................................................................6
Questions.....................................................................................................................................7
Assessment 2...................................................................................................................................8
Definition of SWOT analysis......................................................................................................8
Importance of SWOT analysis for marketing plan......................................................................8
Description of PESTLE...............................................................................................................8
Different aspects of PESTLE.......................................................................................................8
SWOT analysis of Coles supermarket.........................................................................................8
Quiz..............................................................................................................................................9
Multiple choice..........................................................................................................................10
Short Questions..........................................................................................................................11
SAQ1. Description of the situational analysis.......................................................................11

2DEVELOP A MARKETING PLAN
SAQ2. Product life cycle diagram.........................................................................................12
SAQ3. Product life cycle description....................................................................................12
Assessment 3.................................................................................................................................12
Part A.........................................................................................................................................12
Different between vision and mission statement...................................................................12
Mission statement of Coles....................................................................................................12
Goals for opportunity.............................................................................................................13
SMART principle..................................................................................................................13
Opportunity 1.........................................................................................................................13
Goal 1.....................................................................................................................................13
Goal 2.....................................................................................................................................13
Opportunity 2.........................................................................................................................13
Goal 1.....................................................................................................................................13
Goal 2.....................................................................................................................................13
Part B.........................................................................................................................................14
Service for business...............................................................................................................14
Marketing strategic plan........................................................................................................14
Resources for the service.......................................................................................................14
Timeline and Gantt chart.......................................................................................................15
Assessment 4.................................................................................................................................15

3DEVELOP A MARKETING PLAN
Part A.........................................................................................................................................15
Vision statement....................................................................................................................15
Mission statement..................................................................................................................15
PESTLE analysis...................................................................................................................16
Political..................................................................................................................................16
Economic...............................................................................................................................16
Social.....................................................................................................................................16
Technological........................................................................................................................16
Legal......................................................................................................................................16
Environmental........................................................................................................................16
SWOT Analysis.....................................................................................................................16
Marketing strategy.................................................................................................................17
Marketing mix 4P..................................................................................................................17
Product...................................................................................................................................17
Price.......................................................................................................................................17
Place.......................................................................................................................................17
Promotion..............................................................................................................................17
Part B.........................................................................................................................................17
Part C.............................................................................................................................................17
Reference.......................................................................................................................................18

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5DEVELOP A MARKETING PLAN
Assessment 1
Background of the company
Coles supermarket is one of the biggest retail chains in Australia that is associated with the
supermarket, retail and consumer services across Australia and abroad. The headquarters of the company
is located in Melbourne. Established in 1914 by George Coles, now there are 807 supermarkets of Coles
throughout Australia. There is more than 100,000 employees work in the company that indicates the
dynamic business orientation of Coles Supermarket (Education.gov.au 2018). As far as the organisational
structure of Coles supermarket is concerned it can be stated that John Durkan is the CEO of the company.
Besides this, there is an executive board comprised of Tony Buffin as the CFO (Humanrights.gov.au
2018). Besides this, there are executives and representatives from various departments like innovation,
grocery, brand and media, communications and the supply chain (Coles.com.au 2018). Therefore, it can
be argued that the Coles supermarket has a strong and transparent organisational structure in order to
establish an effective business throughout Australia and overseas.
As a matter of fact, the Coles supermarket provides a series of products and services such as
supermarket, retail and customer services.
Supermarket
 The Coles supermarket is considered to be one of the largest supermarkets in Australia.
 From food products to the daily necessary household items all can be found in the supermarkets
(Coles.com.au 2018).
 Moreover, the supermarket giants are also offered liquor and gift cards to the customers.
 Fresh vegetables can be found in Coles supermarket and the company is specially focused on the
quality of the products.
Customer service
 The Coles supermarket is very concern about its customers and their safety.
 On the basis of this, a 24/7 customer service line has been opened so that the customers can lodge
their feedbacks and grievances anytime (Coles.com.au 2018).
 Moreover, the quality of the products is also considered to be an important aspect and for this the
company introduces the product recalls process where any issues regarding the product quality
can be ventilated and the company management will take necessary investigations and actions
regarding that.
Core values and vision
The core values are as follows,
 Providing quality products in a lower and affordable price to the customers.
 Delivering better and easier shopping experiences to the customers.
 Delivering long-term relationship with the suppliers.
The mission of the Company is referred as creating trusted value of their products with offering an
affordable price.
Potential growth strategies
 Low pricing strategy is considered to be one of the major strategy that Coles supermarket has
implemented in its business growth.
 In addition to this, partnering with Wesfarmers has become a strategic advantage for Coles
supermarket to sustain its business profoundly.

New
Market
s
Existing
Existing
NewProduct
and
services
Market Development
Lowering the product
price.
Putting more emphasis
on the customers.
Product development
Promotional planning.
Making agreement with
the Wesfarmers.
Market penetration
Creating offers and
subsidies.
Setting up new outlets.
Diversification
Introducing new product
in the new market.
Launching the online
purchasing facility.
6DEVELOP A MARKETING PLAN
 In addition to this, with the advent of the technological advancement Coles supermarket also
adapted the new shifts in business by introducing the online purchasing interface (Elmas 2018).
 Furthermore, the relationship with the local suppliers also facilitate advantages to the aggressive
business expansion of Coles supermarket.
 In fact, the influence in the Australian market with approximately 80% market capitalisation is
one of the growth strategies of Coles supermarket(Colescareers.com.au 2018).
Market growth matrix
Quiz
Questions True False
1 A marketing plan and a marketing strategy mean the same thing. √
2 The four "Ps" of marketing are: Product, Promotion, Price, and Personnel √
3 The marketing management process consists of (1) planning marketing
activities, (2) directing the implementation of the plans, and (3) controlling
√

7DEVELOP A MARKETING PLAN
these plans
4 Personal selling and advertising are both forms of sales promotion √
5 Target market and marketing mix mean the same √
6 Focusing on existing products and existing markets guarantees growth for
any business?
√
7 Implementation means putting the marketing plan into operation √
8 Market penetration is the name given to a growth strategy where the
business focuses on selling existing products into existing markets?
√
9 Developing new products is considered a low-risk activity for a company? √
10 Diversification is the name given to the growth strategy where a business
markets new products in new markets and is considered high-risk
√
11 Developing an export market is considered as a diversification strategy? √
12 A strategic alliance is the same as Franchising √
Questions
 Where were they?
In the previous decade there was a huge competition between Coles and Woolworths in order to
dominate Australian market more intensely. In that process, Woolworths surpassed Coles with a
huge margin because of implementing unique marketing strategy.
 Where are they now?
In present times Coles succeeds to establish its market capitalization more extensively and in
return the company succeeds to encapsulate the Australian retail market approximately 80%.
From that point of view it is a significant achievement for the organization.
 Where do they want to be?
Coles supermarket intends to expand its market outside Australia and dominate the international
market more rigorously. From that point of view, the organisation is willing to make joint venture
with other international retail giants to enter into the new markets.
 What will they do to get there?
Joint venture and direct exporting are the main features that the Coles supermarket will follow in
order to deal with the extension of its business overseas and make profit through this expansion.

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Assessment 2
Definition of SWOT analysis
According to Lozanoet al. (2015) SWOT analysis is a tool that helped the companies to evaluate
its position in the high competitive market by elaborating the strengths, weakness, opportunities and the
threats of that respect company. On the other hand, Kanget al. (2015) opined that the SWOT analysis is
related to identify the opportunities and abilities of as company to expand its business for future
sustainability. In response to this, it is important for that organisation to figure out the strengths and
pointed out the weakness so that the company can take decisions accordingly. In addition to this, the
external threats are also discussed so that the company can deal with it. On the other hand, Carraher
Welsh and Svilokos (2016) asserted that SWOT analysis is resembled with a mixed report of both the
internal and external analysis of an organisation. As a result of that the company can get a glimpse of both
the factors through a single analytical tool.
Importance of SWOT analysis for marketing plan
 The main importance of the SWOT analysis is to figure out the weakness of the company. As a
result of that in course of initiating a marketing plan it became important for the organisation to
keep in mind about the weaknesses and establish a better marketing plan.
 In addition to this, underlining the strengths will provide a strategic advantage to the
organisations to set a blueprint of marketing plan by exploiting the strengths of the company.
 Moreover, identifying the threats will also considered to be a benefit for implying new marketing
plan because it reveals the gap and the threats that must be filled up or mitigated in order to
sustain in the market.
 As a matter of fact, the SWOT analysis shows the positives and the negative factors of an
organisation. As a result of that the company can fix its aims and objectives accordingly and
based on those underlining objectives it becomes easier for the company to plan a marketing
strategy.
Description of PESTLE
As per the research conducted by Huang and Sarigöllü (2014) it can be stated that the PESTLE
analysis is a marketing principle framework that facilitates the helps the company to get acknowledged
with the external environmental situation in which the company does its business and points out the
possible measures that the organisation must take.
Different aspects of PESTLE
PESTLE is an acronym that is based on P for political, E- Economic, S-Social, T- Technological,
L- Legal and E-environmental aspects. All these factors are responsible to execute an external
environment analysis for an organisation that have an intense impact on the business orientation of a
company. Moreover, it can be argued that those external environmental factors are essential to deliver a
better understanding of the business environment on which the company can take necessary decisions.
SWOT analysis of Coles supermarket
Strength Opportunity
 Coles supermarket controls most of the
Australian retail market.
 The attractive pricing strategy is considered
to be an effective measure for the
organisation.
 Unique promotional strategy for
capitalising the Australian market is also
identified as one of the significant feature
 Seize great control over the supply chain
and harvest profit in multiple points.
 Geographic expansion will provide new
market expansion.
 Sponsorship and marketing will boost the
business.
 Huge brand value will foster better market
capitalisation.

9DEVELOP A MARKETING PLAN
of Coles supermarket.
 The Coles supermarket provides 80% of
employment and revenue share for the
Australian government in the retail sector.
Weakness Threats
 Lack of effective communication with the
suppliers.
 Negative publicity for issues with the
Australian suppliers.
 Intense competition in the Australian
market with a lower margin.
 Intense competition in the Australian
market.
 Fluctuating behaviour of the consumers.
 New entrants intensify the competition
heavily.
Quiz
Please review each question and place a “tick” into either the true or false
box below which you believe represents the best answer
Questions
True False
1 A SWOT Analysis stands for Strengths, Weaknesses, Opportunities, and
Time .
√
2 External factors are strengths and weaknesses √
3 An organisation should influence internal factors. √
4 Opportunities and threats. are within an organisation’s control. √
5 By Identifying Opportunities and Threats it allows you to plan for outcomes
6 It is not important to know about your competitors when conducting a
SWOT analysis
√
7 A SWOT analysis is a complex long-term planning tool for understanding
the external environment of an organisation.
√
8 A SWOT analysis is a method of conducting a general and quick
examination of an organisations current position, which will inform the
actions to be taken to reach a favourable future position.
√
9 PESTLE is a strategic framework for understanding external influences on a
business.
√
10 PESTLE stands for
Political, Economic, Social, Technological, Legal and Environmental factors
√
11 The Situation analysis of your Marketing plan is the final section of the
Marketing Plan and includes researching and analysis of your target
market, competition, business challenges, and your company’s
√

10DEVELOP A MARKETING PLAN
differentiation.
12 The Product Life Cycle means the sequence of stages that every product
progresses through until it reaches the stage where it is finally abandoned
or discontinued from the market.
√
Multiple choice
I. Multiple Choice Answer Quiz – Please answer all 10 Questions Which
is the
best
answer
A,B,C
or D
II. Internal characteristics that place the business at a disadvantage relative to
others is called a
A Challenge
B Strength
C Threat
D Weakness
D
III. How does PESTLE help your strategic analysis when developing a marketing
plan?
A. It helps you to identify the strengths of your company
B. It helps you to find the weaknesses of your company
C. It helps you to see how your company's financial well-being is
affecting the environment
D. It helps you to find solutions to problems, create marketing
strategies, and stay ahead of your competition
D
IV. Which of the following are considered political elements of PESTLE?
A. Visa requirements and trading tariffs
B. Weather and climate
C. Currency inflation and interests rates
D. Age and gender
A
V. Legislation can effect which of the following factors in a PESTLE
analysis?
A Political
C Technological
C Social
D Economic
A
VI. Which of the following list is not a part of an organization’s external
environment? (Select ONE)
A. Customers
B. Competitors
C. The micro-environment
D. All of the above options listed are a part of an organisation's external
C

11DEVELOP A MARKETING PLAN
environment
VII. Which of the following statements is the best definition of a ‘competitor’?
A A company operating within your industry
B A company operating within your region
C A company which supplies a similar good or service to you
D A company which uses the same marketing channels as you
C
VIII. The following statement describes the company’s business vision, including the
unchanging values and purpose of the firm and forward-looking visionary goals
that guide the pursuit of future opportunities.
A. Mission statement
B. Vision statement
C. Objective statement
D The marketing Plan
B
IX. What question should a business mission statement answer?
A. How a company goes to market and increases its revenue
B. Why a company sells the products to the consumer
C. Why a company is in business and what they are trying to
accomplish
D. How a company plans to market specific products to the domestic
market
C
X. The very last section in a marketing plan should contain
A Summary of the Marketing Plan and contents page
B Financial projections
C The marketing strategy
D A situation analysis
B
XI. A new company has broken in the market you are competing in, what does this
represent to your business
A A strength
B An Opportunity
C A weakness
D A Threat
D
Short Questions
SAQ1. Description of the situational analysis
It can be stated that the Coles supermarket enjoys a better position in the Australian retail market.
In this context, the most significant strength of the company is resembled with the effective and unique
pricing strategy. The low pricing strategy is identified as an effective strategic decision that was
developed by the Coles supermarket executives. Moreover, generating the maximum revenue for the
Australian government is also creates a better advantage for the company. However, there are some
weakness in terms of the lack of communication with the suppliers. As a result of that it hampered the
healthy business expansion because of spreading negative publicity (Datta Ailawadi and van Heerde
2017). Nevertheless, there are plenty of opportunities for Coles supermarket to penetrate the Australian
market more extensively. In this regard, the control over the supply chain is an effective step for Coles
supermarket. Moreover, entering into the new market backed by huge sponsorship can be effective