The paper "Effects of Globalization on Competitive Strategies in Grocery Retailing - Australias Coles Website" is a great example of a finance and accounting assignment. Despite the current economic turmoil and world trade imbalances, it is actually the right time for organizations to draw a closer relationship with members of the public for the success of their business endeavors. However, most firms happen to make interesting budgetary decisions during such tough economic times, the first causality in scaling down budgets is the communications and marketing departments. This measure drastically affects the firms’ public relations due to a lack of public image in print or electronic media.
Consequently, it is difficult for any organization to determine the outcomes of electronic and media ad outcomes. Contrary to this, digital advertising based on the website has emerged as a potential tool, where firms can control, placement page, sizes and content of an ad piece, an aspect that misses in free media (Fairly 2009). 1.1 The challenges/Objectives When Internet technology was launched, most firms envisioned it as a new avenue for increasing efficiencies and reduction of costs.
None anticipated that the technology will in the long run alter consumer expectations and behavior permanently. At first, most firms initiated web technologies to champion company needs. However, consumers complicated the scenario by embracing the new technologies, making their demands and preferences crucial elements that currently drive marketing transformations across the globe (Hislop 2009). Secondly, web-enabled technologies have reversed the global marketing environment. Customers’ expectations and behavior have changed in accordance with the changing technologies. For this reason, Coles supermarket chain has initiated website marketing strategies with real-world capabilities to meet these challenges.
The major challenge for Coles to shift to digital/internet marketing via websites is how to target the right audience.
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