Coles Supermarket Strategic Management Presentation - MGT302A Module

This presentation transcript outlines the strategic management plan for Coles Supermarket, a leading Australian retailer. The CEO of Coles presents an overview of the company's mission, vision, and strategic priorities, emphasizing its goal to become the best retailer in every market. The presentation includes a detailed analysis of the internal and external environments using SWOT and PESTLE frameworks, identifying strengths such as market share and strong branding, as well as weaknesses like negative publicity and lower margins compared to competitors. Opportunities for expansion and threats from intense competition and changing consumer behavior are also discussed. The transcript concludes with recommendations for adapting a fair price policy, continuous innovation, and aligning the strategy with current market conditions to achieve sustainable growth and competitive advantage. The presentation also includes an infographic to support the strategic plan.

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PRESENTATION TRANSCRIPT
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1PRESENTATION TRANSCRIPT
Hello all, welcome aboard. I am really pleased to have you people working with us.
This is the CEO of Coles Supermarket. I hope you all are doing well and are enjoying your
work while having a good long term collaboration with the company. So here I am to share
with some of the key information of our company and its business. In short, it is all about the
strategic management of our organisation, Coles Ltd. As you all are aware of the fact that we

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presently, holds the second position among the top three supermarkets in Australia and I do
believe that with our continuous efforts and hard work, we can even attain the first position
very soon. Today I will describe a strategic plan of our organisation while taking into account
the mission and vision of it. I shall further discuss and evaluate the different processes and
the forces that are influencing the process of strategic decision making related to our business
strategy. Furthermore, I shall explain you the importance of strategy as a means of
identification and realisation of the business opportunities for the future long term growth.
Lastly, I shall justify a strategic plan for our brand that I have prepared. I have made an info
graphic in this regard and let me share it with you.
*Sharing the info graphic with the employees*
Dear employees, you all must be well aware of what strategy is or what strategy
actually means. It is to note that strategy is a high level of plan that is used for achieving one
or more goals. In order to ensure success in any field, be it in education, games or business,
planning a strategy to do so is very important. According to the recent data, business creation
is considered to be a strategic priority for about 80percent of the companies. The growth of a
company depends on the potential or the ability of identifying and realising the present
opportunities within its core markets and for creating new businesses by means of taping into
the white spaces and adjacencies spaces. Our company is running successfully ever since its
emergence in the year 1914. It has went through many challenges and difficulties but it still
has managed to hold a top position among the Australian supermarkets. As you can see from
the info graphic that our main mission is to be the best retailer in every market in which we
operate our business, be it in national or in international one. We view ourselves as a brand
that is successfully serving better to its people or customers all around the globe and to
become a market leader.

3PRESENTATION TRANSCRIPT
The historic performance of our company. You must be well aware that we were
founded in the year 1914 and our first ever variety store was opened in the same year.
Thereafter, we got merged with Myer in the year 1925. What makes us leading the current
top retail industry is the fact that we are way better from our competitors in terms of morale
and the potential of processing the decision making and management of our company. Very
recently, in the year 2014, we celebrated our 100th birthday and it is a complete century that
is wholly dedicated towards the betterment of the Australian families.
For assessing our internal and external environment I have made use of the two highly
strategic tools and they are SWOT and PESTLE. I have taken into consideration all the
aspects in order to summaries the whole internal and external environment. Taking into
consideration SWOT first, it is to mention that the main strengths of our company lies in the
fact that it have attained a commanding share of the liquor market and the domestic food
market because of its long history in the country. There are also a very strong branding and
advertising presence of our firm in the retail market. Also, we have some really attractive
pricing strategies and often, we give our customers promotional offers and price cuts. Also,
we are known to have high online order level and pickup and delivery service.
Some of the key strategies and initiatives that we have used recently includes the fact
that we have started working with the Ocado for our two new centres of automated
distribution. Our company is also trying to up its business with a serious focus on becoming
the most suitable and preferred supermarket in Australia and is offering a highly healthy and
private label such as in vitamins and fish. Furthermore, we are also likely to work with
Microsoft in order to build its enterprise software and this will be used for the improvement
on the levels of on shelf stock while analysing the customer preferences as well as the other
useful initiatives for the store. On the other hand, there are some weaknesses too that we
hold. It is to mention that there is a presence of negative publicity about us surrounding the

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unfair regotiation with the Australian suppliers and this has created a significant negative
brand image of Coles in the eyes of the public. We need to improve this and must work better
to transform this negative image into a positive one. With the same, there are several business
men with whom I have had a discussion who claim that as compared to the competitors like
Aldi and Woolworths, we operate on lower margins. This is a serious issue to consider or we
will run in loss very soon.
However, there are many opportunities present for us as well. We can take the
advantage of the present discrepancy with the local farmers by means of working with them
instead of working against them. Also, we can ensure geographic expansion of our company.
In this way, we can reach the global market. We can even work on capturing more supply
chain and market share for operating at more competitive level as compared to our rivals like
Woolworths and Aldi. The threats that are present for us in the market include that of intense
competition, which has resulted in the plummeting of the food prices to the dangerously low
margins because of highly concentrated market. Also, the modern consumers are getting
confused in between diverse generic brands because of shortage of clear communication for
each. Also, in terms of our liquor segment, it is to note that are more number of competitors
now who are having more competitive business ideas and models than us.
As far as the external environment is concerned, it is to mention that as we control the
lion’s share, we are making the market duopolistic in nature and there is a government
regulations against the duopolistic market in our country. Also, there is an emergence of
highly low spending Australian customers who demand high but at the lowest possible prices.
Also, the bargaining power of the supplies have been reduced to a great extent. Our social
activities include the fact that we help in improving care for the young and the children and
even since the year 2011, we have also tried to address the issue of food insecurity and this is
indeed creating a positive brand image for our company. Furthermore, technologically, the

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most significant points to note is that there is an ever increased use of internet among the
customers and this is helping us to serve them online. Also, we are gaining a contact less
payment facility that is better for both the ends.
Hence, it is recommended that we should work towards framing a strategy consistent
with that of the present political conditions and the threats and weaknesses that are prevalent
for us across the nation. For this, we should adapt a fair price policy strategy to our
customers. Also, we must perform continuous innovation as this needs to be include an
important part of this strategy as the social trends of our customers and their preferences are
showing dynamism that could be efficiently addressed with the help of this strategy of higher
levels of growth.