A Comprehensive Evaluation of Coles Supermarket Marketing Strategies

This report offers an in-depth evaluation of the marketing strategies employed by Coles Supermarket, a leading retail chain in Australia. The study begins with an introduction that provides the background of the study, the company, rationale, and objectives. It explores the significance of social media in marketing, the impact of branding on sales, and the challenges faced by organizations in social media marketing. The report also delves into the research findings, conclusions, and recommendations, linking objectives and addressing limitations. The literature review examines the importance of marketing strategies, both online and offline, as well as the role of social media platforms in enhancing brand value and understanding consumer needs. The report analyzes the different marketing strategies used by Coles, the promotional strategies, and their overall impact on the market. The report also identifies the significance of branding on sales, challenges faced, and the use of social media marketing theory, which is further discussed in the research findings, conclusion, and recommendations section. The research aims to identify the strategies and the corporate objectives of Coles to gain market profits, evaluate metrics, and understand the impact of their promotional strategies.

Running head: EVALUATION OF THE MARKETING STRATEGIES OF COLES
EVALUATION OF THE MARKETING STRATEGIES OF COLES
Name of the Student
Name of the University
Author note

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EVALUATION OF THE MARKETING STRATEGIES OF COLES
Table of Contents
Chapter 1: Introduction 3
1.0 Introduction: 3
1.1 Background of the study: 3
1.2 Background of the company: 4
1.3 Rationale: 4
1.4 Research aim: 5
1.5 Research objective: 5
1.6 Research question: 6
1.7 Reason for selecting the topic 6
1.8 Structure of the Report:6
1.9 Summary: 8
Chapter 2: Literature Review 8
2.1 Introduction 8
2.2 Significance of social media 9
2.3 Impact of social media 10
2.3.1 The honeycomb model 11
Research Findings 12
2.4.2 Different social media for marketing 15
2.5 Significance of branding on sales 16
2.6 challenges faced in organization for social media marketing process 16

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2.7 Social marketing theory 17
2.8 Gap in literature 18
2.9 Summary 18
Chapter 3: Research findings 19
Chapter 4: Conclusion 22
4.1 Objective linking 24
4.2 Recommendation 25
4.3 limitation of this study 26
Reference list 28

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Chapter 1: Introduction
1.0 Introduction:
Australia has the fundamental difference for being one of the most
efficient in the globe in the supermarket retail industry. Marketing plays a
significant role in enhancing employee performance. It involves strategies
regarding the costing of the products, advertisement of their policies and also the
shipment quality. The research report includes the complete information on the
evaluation of the marketing strategies that has been adopted by the Coles for
getting more success in the market of Australia (Armstrong et al. 2014). The
study will prove to be helpful for idealizing the marketing strategies of the Coles
that has been positively effective on the company. The importance of the social
media being a part of the marketing strategy of the Coles supermarket
organization can be measured as a highly efficient in the development of the
Coles organization.
.
1.1 Background of the study:
The aim of the report is to evaluate by analyzing and discussing the
strategies that have been used by the Coles supermarket company in Australia.
The research report aims in developing the knowledge on the corporate objectives
or the marketing strategies that have been planned by the company to gain more
profitable results that helped them to increase the growth in the market and gain
more satisfaction of the customers (Asdemir, Fernando and Tripathy 2013).

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1.2 Background of the company:
The Coles supermarkets is an Australia based retail service provider. The
Coles group is having their headquarters in the Melbourne city of the Australia.
The company has been established in the year of 1914 (Knox 2015). It has
gradually occupied the market of the country and has over eight hundred
supermarkets in the whole Australia. The Coles Company employs over more
than 100,000 employees in their retail and consumer service providing company.
The company has also introduced their online product selling website for the
betterment of their business in the market
1.3 Rationale:
Coles Supermarket companies are retail based and connected supermarket
in Australia. The Coles is presently operated by the Wesfarmers. The only aim of
the company was to deliver quality products in the most exclusive and reasonable
range and provide valuable service so that the customers feels satisfied by the
business process of the company.
The research report is based on the Evaluation of The Marketing strategies
of COLES Supermarkets Company. The evaluation has been performed in the
report to identify the strategies and the corporate objectives of the company that
have been applied by them to gain the profits from the market. The objectives that
were set by them were the providing of the fresh materials to the customers,
delivering good quality of product at minimum time range, pushing its squad
towards creating a courageous society across a job environment of excellent
decisiveness and flexibility and also elaborating the stores by developing the
networks of the strategic partnership with the vendors and marinating the

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relationship with them so that the supply chain management they are working on
gets simplified from them (Hattersley, Isaacs and Burch 2013).
1.4 Research aim:
The aim of the research report study is to evaluate the strategies that have
been applied by the Coles super market company to achieve the better heights in
the marketing structures of the Australia. This is to be done by creating more
efficient supply chain management system and introducing better and convenient
strategies that enables the customer to order anything from their phone by using
their new online delivery service.
1.5 Research objective:
Te research objectives of the research report are,
 To identify the role of the branding for enhancing the rate of dales of
the supermarket products or services.
 To gain more insight of the Coles Company and their business
structures that they have introduced to attract more customers and
develop their business level.
 To know about the marketing mix or the factors those are undertaken
by the company that attracts new and more customers to the Coles.
 To evaluate the marketing strategies those are increasing the revenue
with respect to the increasing customer base.
 To evaluate the metrics those are followed by the company to
increase their marketing value (Heikkilä et al. 2016). The metrics like
the behavioural metrics, financial metrics, memory metrics, customer

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profile metrics marketing activity metrics and physical availability
metrics (Friedrich 2014).
1.6 Research question:
 What is the significance of the Social media on the marketing strategies of
the Coles supermarket?
 What is the significance of branding on Sales?
1.7 Reason for selecting the topic
The Evaluation of The Marketing strategies of COLES is selected as the
topic and is discussed in the research report so as to obtain the strategies that have
been applied by the company officials of the Australian based supermarket
company Coles. The main reason for selecting the topic is to assess the
procedures and the techniques that have been applied by the organization which
has enabled them to reach their desired target in gaining more customers in the
high competitive market of Australia. The assessment of the strategies like
introducing self domain of the company that enables the citizens to get easy
access to the market, pulls more attraction of the buyers to the store are also the
reason behind selecting the topic (Lotayif 2016).
1.8 Structure of the Report:
The research report has followed a certain structure where the report
consists of three chapters. The first chapter has been entitled as the introduction.
It has ten sub-parts; from the beginning the report has introduced the topic which
is the evaluation of the Marketing strategies of an Australian based retailing and

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supermarket company COLES. The next point that has been mentioned in the
report is the Background of the study where the background or the detail of the
need of the evaluation is men5ioned. The next point comprises of the background
of the company, where the history of the organization along with their
introduction to the parental body of the organization has been mentioned. The
recent scenario of the Coles supermarket of the Australia has also been
mentioned. The next point that has been describe3d is the research aim followed
by the Research questions that will help to evaluate the main points of the report
(Mintz and Currim 2013). The reason for selecting the topic is mentioned along
with the structure of the report and the summary.
The chapter 2 comprises of the literature review. The literature review
consists of the conceptual framework, introduction of the review and the main
importance or the significance of the social media on the business structure of the
Coles. The impact of the social media had been discussed along with the
Honeycomb model, and the different Social Medias that are used like the
Facebook, Instagram, twitter has been used to get connected to the people more
quickly (Routledge, McGloin and Kirk 2014). The significance of Branding on
sales, challenges faced in organization for the social media marketing process,
social, marketing theory, the gap found in literature and the summary of the
literature gap is provided.
The report also comprises of the research findings, conclusion and the
objective linking along with the recommendation with their limitation is also
stated in the report.

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1.9 Summary:
The First chapter which is the introduction part of the research report has
summarised all the introductory part of the report. The introduction report
comprises of the basic knowledge on the organization that is the Coles and the
evaluation of the marketing strategies of the Coles. The background of this
research report has been described by the factors that are helping the business
structure to grow in a large scale in the Australia. The background of the Coles
has been described and its reputation of the supermarket company in the market is
also described (Maric and Knezevic 2014). The introduction part consists of the
rationale that helps to understand the reason for performing the research along
with the research questions and objectives and aim.
Chapter 2: Literature Review
The foremost determination of this unit of the paper is to focus on the
opinion of the researchers and scholars who have stated their opinion about the
marketing strategies adopted by global supermarket organizations such as Coles.
This literature review will be having numerous segments and each of the section
will be very much useful to understand the conceptual framework.
2.1 Introduction
There are different categories of marketing strategies which are adopted
by most of the supermarket organizations all around the world as it helps them to
improve the net profitability and reduce the generation of waste. These strategies
include both the online as well as the offline techniques (Ngila, F.M. and Muturi,
W., 2016). Numerous business models are tried and tested by this supermarket

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organization at the same time it can also be said that marketing strategies are
selected in such a way so that it does not affect any of the resources of
commercial establishments.
2.2 Significance of social media
According to Awino, Njeru and Adwet(2017), brand value of the products
of the supermarket organization can be enhanced significantly due to the use of
social platforms such as Google Hangout and Facebook. The investigator of the
paper suggested that exposure is one of the most significant contribution
regarding the use of the social media platforms in the super market organization
(Zhang, Rao and Wang 2017). HoweverBaviera-Puig, Buitrago-Vera and
Escriba-Perez(2016), stated that there are lots of social media platforms which are
increasingly used in numerous industries. The investigator of the paper
highlighted the use of different marketing strategies can be very much useful for
global commercial establishments to understand the needs and requirements of
the consumers which keeps on changing every now and then.
As mentioned by Boscagli(2019), mobile devices are increasingly used by
the internal stakeholders of commercial establishments as helps them to address
the communication issues. The investigator of the paper stated that transparency
of the business can be retained using the social media platforms such as
Instagram (Kopnina 2016). The effectiveness of the android operated systems and
different social media platforms can also be understood from this paper as well.
NeverthelessCharlton et al. (2015), stated that there are lots of complexities
regarding the online super markets in terms of the international standards and
quality of service in each countries (Wicker 2016). The investigator of the paper

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highlighted that usability of self-service systems is very much depended on the
use of the social media platforms.
As stated by Ciravegna and Brenes(2016), freedom or selection of
resources can be a very significant factor regarding the growth and development
of any super market organization. The investigator of the paper stated the use of
the social media also have significant disadvantages in terms of the data security
issues as most of the time the mobile devise are connected to public Wi-Fi (Yeh
2016). Although Concepcion et al. (2016), stated that maintaining IT risk
management plan can be very much significantly useful to contain most of the
security issues of the mobile devices (Richards and Zen 2016). At the same time
the investigator of the paper stated that the use of the telemarketing platforms,
emails, voicemail marketing, and door to door selling can be very much
beneficial for the strategic planners of the super market organizations.
2.3 Impact of social media
As discussed by Doherty, Smith and Parker (2015), direct marketing of
commercial establishment can be significantly enhanced using the social media
platforms such as Instagram. The investigator of the paper stated that direct
marketing can be very much beneficial for the supermarket organizations as it
eliminated the complexities of the thirds party and the subsidiary organizations
(Knezevic, Davidaviciene and Skrobot 2018). The investigator of this paper
stated that indirect marketing have few limitation as well as in terms of the
involvement of the whole sellers. But Hu, and Gale (2016), stated that the direct
marketing strategies can also have few limitation as well in terms of the tight
marketing budget. The huge cost of broadcasting was highlighted by the

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investigator of this paper, along with that the paper also helps in identifying the
cost involved in the most of the online promotions (Ranjini and Sangeetha 2016).
The investigator of the paper state that most of the communication issues between
the external as well as internal stakeholders of super market organizations can be
enhanced using the social media platforms.
2.3.1 The honeycomb model
As stated by Isaenko, and Degtyar (2015), honey comb model can be very
much useful to manage the complications of the social media platforms in terms
of the communication issues as well as the permission related issues. The
investigator of the paper stated that identity of the stakeholders using the social
media platforms, acne be successfully identified using the honey comb model
(Kopnina 2016). The investigator of the paper stated that most of the
conversations can be secured and reused using the super market organization.
Relationship which are created and used by each of the social media platforms
must be studied before being implemented in the super market organizations
(Ngila and Muturi 2016). The reputation before and after the use of the social
media platforms can also be understood from the paper. However, Jabbar(2016),
suggested that extent to which users, exchange and distributed contents is the
most significant contribution of the social media platforms (Vivian 2017). The
investigator of the paper also stated the building block of the social media has to
be understood in the first place which can be very much useful to understand and
identify the need to pay attention to the high level social presence.