本文是留学生assignment范例，题目是“Coles Supermarket Marketing Plan（Coles超市营销计划）”，Coles超市是澳大利亚最大的连锁超市，经营零售和百货商店。它是一家专注于向客户销售新鲜产品的最大子公司。它为顾客提供了一个很棒的购物体验，包括杂货店、酒类商店、护理产品和财务回报。它也有助于国家的经济。它的目的是通过广告增加竞争优势。
Coles Supermarket is the largest supermarket chain in Australia that operates retail and departmental stores. It is a largest subsidiary company that focuses on selling fresh product to its customers. It provides a great shopping experience to their customers including grocery stores, liquor shops, care products and financial returns. It also contributes in nation’s economy. It aims to increase the competitive advantage by advertisement.
This report analyse the marketing plan of Coles Supermarket and discuss about the current marketing strategy implemented by the company to attract and retain the customers. It also analyse the marketing environment of company using swot analysis framework and Porter’s Five Model to explain the political, economic, social, technological, legal and environmental factors of the company. Moreover, the company use this marketing strategy to increase their customers and to build strong relationship with their customers. In addition, swot analysis is used to analyse the strength, weakness, opportunities and threats of Coles Supermarket.
This report represents the analysis of marketing environment of Coles Supermarket. It identifies and analyse the micro and macro environment using PESTLE analysis such as political, environmental, social, technological, legal, ecological and Swot analysis such as public, supplier, intermediaries, customers and competitors. These tools help to analyse the market structure and develop marketing strategies to achieve their goals.
2.Coles Supermarket Coles 超市
Coles Supermarket was found in 1914, Collingwood, Melbourne. It has grown to be Australia’s second largest supermarket chain that operates 807 supermarkets with 100,000 team members. In mid-2004, the company established Coles express stations to provide great customer service. Its original slogan was ‘nothing over 2/6’. Coles has many competitors such as Woolworths and Aldi. Therefore, to compete with their rival companies, Coles launched new slogan in 2010 that was ‘Down Down, Prices Are Down’. Furthermore, it is a subsidiary company of Wesfarmers that bought Coles Supermarket in 1914. The company owns Au $22.2 billion assets and Au $33 billion revenue.
Consumer behaviour studies how individuals, groups and organisations select, purchase and dispose of goods and services that satisfy consumer’s desires. It understands consumers and develops effective marketing strategy to influence consumers thinking and feeling. In the case of Coles Supermarket, if they fail to satisfy their customers then their profit margin will decrease. Therefore, to attract their customers, Coles increased their sales to 5.1% in more than two years.
Microenvironment is a surrounding that can be treated as homogenous or well characterised in the concentration of an agent (Zartarian, 2005). The factors of microenvironment are the company, customer, competitors, public, supplier and marketing intermediaries. These factors help to build good relationship between customers and marketers.
Marketing intermediaries such as wholesaler, retail, agent and distributor helps a firm to promote, purchase and sell goods and services. This plays an important role in current marketing environment of Coles Supermarket which control price, quality, food packing and customer’s sentiment. It helps to maintain good relationship with suppliers, marketers and distributor of Coles Supermarket. In addition, supply chain management have created vital contribution of the organisational intermediaries (Peter, 2010).
This helps Coles to create more advertisement which help to promote their products in another level. Also, it attracts customer to meet their demand with different product and brand.
6.Macro Environmental Analysis宏观环境分析
The macro environment such as gross domestic product, inflation, employment, spending, monetary policy and fiscal policy is not controllable by an organisation. However, marketers can influence the macro environment by operating and making decisions for organisation.
The political environment depends on political belief and judgements that affects function of business and their decision making process. Coles is a large retail company that fulfils the need of its customers. The political factor affects the company in terms of business environment and growth opportunities. Moreover, the business sector would grow or collapse because of the political stability. The political disturbance discourages firms by lower rate of return and high risk of business failure. Since the market structure of Coles is functioning stable, there is a less risk of business loss.
Australian government and people are very conscious about the environment and introduced several laws and regulations to safeguard the environment. It is important to follow those laws and regulations to survive in Australian market. Australian government banned markets to use plastics and non-renewable energy to protect environment that supermarket like Coles has to come up with their new renewable bags. Hence, Coles Supermarket must meet the changing laws to operate their mission in Australian market. Moreover, the political factor helps organisation to make sound marketing decision. The company has implied different environmental sustainability approaches to meet the environmental regulations (Cadogan, 2009).
The social values and culture of an environment helps to function the company. Culture influences consumer to control their buying habits. Australia is a diversified country with multi culture population. With the change in the cultural belief of the people, the buying habits and taste of the consumers also changes (Dillon, Madden and Firtle, 2010). Therefore, Coles must focus on diversified products that are on high demand in Australian market. Moreover, Coles Supermarket has to focus on multicultural market, diversification of product and competitive price to get success.
This report describes the strategic management of Coles Supermarket how it became a largest retail supply chain that successfully serves their customers. Coles Supermarket is a largest retail food industry in Australian market. As a result, there are many competitors and have to face many difficulties which affect their business and the company. The supermarket has corporate social responsibility to promote their business ethics that creates significant identity in business market. Therefore, to attract the customer they provide many offers with affordable prices.