Essays on Coles Marketing Plan Basing on Coles Situational Analysis Case Study

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The paper "Coles Marketing Plan Basing on Coles Situational Analysis " is a perfect example of a marketing case study.   From the situational analysis, it emerged that Coles is the second biggest retailer in Australia facing great competition from the likes of Woolworths and ALDI. Coles supplies to Australians general household requirements including groceries, electronics, snacks, laundry products among others. Coles has been able to include a high number of its own labels for goods stocked after slashing 30% of its product lines to include its own brands in 2008 to increase profitability.

Coles has relied on a strategy of competitive pricing and online sales to remain profitable in a highly concentrated market (Kruger, 2012). The supermarket has performed well in terms of profitability improving by 4% to $35780 million in 2013 (Wesfarmers, 2013), however, Coles needs to take care of tensions between it and its suppliers to ensure the long-term sustainability of its business model. All the same, Coles is a strong brand that has the capacity to expand internationally to boost profits. Marketing objectives for the next 12 months From the situational, I noticed that Coles did actually perform well considering the level of competition in the Australian retail industry.

According to Wesfarmer's annual financial results, Coles made a profit of $ 34, 117 million in the 2012 financial year and $ 35,780 million for 2013 (Wesfarmers, 2013). However, Coles needs to come up with strategies to grow its market share and most importantly retain the growth momentum that it has sustained over the years. The strategy shall be advised by the marketing objectives identified by the company. Some of the objectives I believe Coles should have as part of its marketing plan include: Increasing grocery market share to 36%- According to Deloitte's economics report, as of December 2012, Coles controlled 31% of the total grocery market share behind Woolworths which controls more than 40% of the market share (Deloitte Access Economics, 2012).


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