Unit BSBMKG501- BSBMKG502 Coles Supermarket Report - Fernanda de Oliveira Prado.docx - Coles Supermarket Name Fernanda To Senior Prado Management

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

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1 Marketing Report Fernanda Prado, Marketing Manager Email [[email protected]] Coles Supermarket Name To: Senior Management
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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
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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
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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.
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  • Spring '19
  • Marketing, FlyBuys, Wesfarmers, Coles Group, Coles Supermarkets, George Coles

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