A Detailed Analysis of Marketing and Management at Coles Supermarkets

This essay provides a comprehensive analysis of marketing and management strategies, focusing on Coles Supermarkets in Australia. It examines corporate objectives, emphasizing sustainable development for customers, employees, and stakeholders, alongside superior customer service and corporate social responsibility. The analysis delves into market orientation, contrasting product, selling, and marketing concepts, highlighting Coles' adoption of the marketing concept through customer feedback and new product launches. Core marketing strategies, including product integrity, customer-centric initiatives, cost absorption, logistics improvement, and leadership training, are outlined. A SWOT analysis identifies strengths like high market share and customer loyalty, and weaknesses such as stagnation and the impact of marketing campaigns. The essay concludes by emphasizing the importance of timely product delivery and customer satisfaction for enhancing brand reputation and customer loyalty, suggesting these strategies will help Coles achieve its business objectives. Desklib offers this student-contributed assignment alongside a wealth of study resources to aid students in their academic pursuits.

Running head: MARKETING AND MANAGEMENT
Marketing and Management
Name of the Student
Name of the University
Author Note

1MARKETING AND MANAGEMENT
Question 1
The corporate objectives are mainly the set of aims and goals that are set by an
organization for their future profits and taking their company to the next level indeed. These
corporate objectives are very important since the higher authorities of the organization will like
to achieve the set of targets within the given time frame by making some important strategic
decisions indeed (Fifield 2012). As a result of setting the corporate objectives, the organizations
would be able to provide better services to their customers. The organization would also like to
retain their employees to provide the best range of services as promised to their customers.
The organization that can be used here to understand the corporate objectives is Coles
Supermarkets in Australia. They are considered to be the top retail giants of Australia. Their
main corporate objective is to develop a sustainable future for their customers, employees and
the stakeholders that are associated with them (Fifield 2012). They are engaged in providing the
best customer services across Australia to their millions of customers. Another important
corporate objective of Coles is to develop an infrastructure from which they can observe their
corporate social responsibility as well so their brand reputation can be heightened.
Question 2
Market orientation is a very important issue in the marketing process. The product
orientation concept is likely to be the one where the company would likely provide the customers
with the various range of products that their customers have asked for (Beverland and Lindgreen
2016). This would increase the functionality of the organization. The selling concept refers to
making strategies to sell their existing products in a way that most number of sales can be
attained. The marketing concept is kind of a business model that focuses on delivering the

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products to the customers by maintaining their needs, desires and various requirements. The
efficiency of production is very much associated with it (Beverland and Lindgreen 2016).
The marketing orientation concept that Coles follows is the marketing concept.
According to this business model, Coles always looks to provide the best services to their
customers after they take the feedbacks from their customers on which sections they will have to
improve upon. This helps them to build the trust of the customers (Beverland and Lindgreen
2016). They also strive to launch new products from the customers as they make the surveys
among the customers to bring new products into the market. They improve their brand
positioning in this way.
Question 3
The core marketing strategies for Coles can be provided in the below section.
 The products of Coles are served with the best integrity in the retail market in Australia.
 Coles has taken up a number of new initiatives so they will be able to meet the desires
and needs of their customers (Armstrong et al. 2016).
 They are always keen to provide the best services to the customers depending on the
increase of the cost absorption and cutting down the price of the products.
 They are also trying to improve the function of the logistics in the best ways as well.
 Coles is always striving to provide the customers with the best quality of fresh food
products (Armstrong et al. 2016).
 They have also taken up the retail Leaders Program to train the leaders for better
outcomes.
Strengths

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 The market share is always on the high.
 The customers are loyal (Hill and Brierley 2017).
 Market diversification strategy is also one of their huge strengths.
Weaknesses
 They remain stagnant for a long time.
 The Down Down marketing campaign has affected their business as well.
These marketing strategies will definitely help them to reach to their business objectives as
customer satisfaction is their primary preference (Hill and Brierley 2017). If they deliver their
products to the customers well on time, this will really cater to the benefit of their brand
reputation. The customer loyalty can thus be retained.

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References
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Beverland, M.B. and Lindgreen, A., 2016. Implementing Market Orientation in Industrial Firms:
A Multiple Case Study¿. In Market Orientation (pp. 59-82). Routledge.
Fifield, P., 2012. Marketing strategy. Routledge.
Hill, N. and Brierley, J., 2017. How to measure customer satisfaction. Routledge.