This case study provides a comprehensive strategic analysis of Coles Supermarkets Australia Pty Ltd, examining its external and internal environments, industry position, and business-level strategies. The analysis begins with a PESTEL analysis, highlighting the political, economic, social, technological, legal, and environmental factors impacting Coles. It then delves into an industry analysis using Porter's Five Forces to assess the competitive landscape. The internal analysis identifies Coles' key resources, core competencies, strengths, and weaknesses. Finally, the case study evaluates the business-level strategies implemented by Coles, including its 'Australia first' sourcing policy and value chain activities, to determine their effectiveness in achieving a competitive advantage and sustainable profitability. This document is available on Desklib, a platform offering a wide range of study tools and solved assignments for students.