Unit BSBMKG501- BSBMKG502 Coles Supermarket Report - Fernanda de Oliveira Prado.docx

1
Marketing
Report
Fernanda Prado, Marketing Manager
Email [[email protected]]
Coles Supermarket
Name
To: Senior Management

Table of Contents .............................................. 1
1. Introduction about the Company ...... 3
2. Coles Marketing Strategies .............. 4
3. Marketing Mix X Marketing Strategies 5
4. Customer Service ............................. 7
5. Distribution Strategy ......................... 8
6. Pricing Strategy .............................. 10
7. Coles promotion strategy ............... 11
8. Coles New Strategies, monitoring and return on investment 12
9. Resource Management .................. 14
10.Coles Customer Survey ................. 15
11.Evaluating 4P’s x Strategic Objectives 18
12.Conclusion ..................................... 19
13.Reference ....................................... 20
2
Table of Content

Executive Summary
The following report addresses the marketing strategies applied by Coles supermarkets chain.
In the first section, an introduction and a background of the company will be presented. This section
will discuss major activities from establishment to the current situation. The next section will analyse
the strength, weaknesses, opportunities, and threats that present themselves in the operating
environment of the company. A competitive advantage of the company will also be created through
analysing the market situation, competition, different tactics from other companies, and the ways in
which Coles outdoes them. A market analysis will also be conducted. In this section, price, place,
promotions, and products will be analysed together with the market behaviour and demographics in
relation to Coles’ operations. Recommendations will be given on future improvement of the market
structure that the company should adopt. This will mainly be based on the weaknesses of the
company as well as its market structure.
Every organisation has a product, every organisation exists in a competitive market and every
organisation has a marketing strategy to compete for prominence in their market. This is true of
private enterprise, not-for-profit organisations and even government departments and other areas of
the public sector. A marketing strategy is governed by a global marketing philosophy, the motivation at
the very heart of the organisation.
This report aims to cover the market strategies of Coles, one of the largest supermarket chains
in Australia. We will be covering the impact of your strategy in the current market and how it affects
the 7P's of marketing.
3

In 19
th
century the Australian groceries market was very fragmented and typically operated
by sole operators. Typically, they were called ‘corner stores’ and were very region specific and
served a small community. Moreover, the range of products they stocked was somewhat
limited as the purpose was to meet the needs of that small community. Given the limited
range, this allowed other specialty stores to spawn such as bakers and delicatessens. The
20 th century, saw the development of the ‘supermarket’ as we know today. Specifically,
supermarkets provided a one stop shop for its consumers for their weekly grocery needs.