Coles Supermarket Marketing Plan

Summary of management

Coles Supermarket is Australia's largest supermarket business with retail and service shops. It
is a biggest subsidiary to market fresh products to its clients. Their clients, including grocers,
liquor shops, care items and financial returns, enjoy wonderful shopping experience. It also
adds to the economy of the nation. It is aimed at increasing the competitive advantage of
advertising.

This paper analyses Coles Supermarket's Marketing Plan and discusses the company's current
marketing strategy for attraction and retention of customers. The company's marketing
environment is also analysed through the Porter Five Model and swot analysis framework to
describe the company's political, financial, social, technological, legal, and environmental
factors. In addition, the corporation uses this marketing technique to enhance its customers
and establish strong customer relationships. Swot analysis is often used to analyse Coles
Supermarket strength, weakness, opportunities and threats.

Introduction

This paper analyses Coles Supermarket's marketing environment. It identifies and analyses
the micro and macro environments by employing PESTLE analyses, including public,
suppliers, intermediaries, customers and rivals, political, environmental, social, technological,
juridical, ecological and Swot analysis. These tools help analyse the structure of the market
and build marketing strategies to meet their objectives.

Supermarket of Coles

In 1914, Collingbood, Melbourne, Coles Supermarket was found. It has become the second
largest grocery chain in Australia with 807 shops and 100,000 team members. The
corporation set up Coles express terminals in the middle of 2004 to deliver excellent client
service. The initial 'nothing more than 2/6' motto was. It's got a lot of competitors like
Woolworths and Aldi. In 2010 Coles adopted a new tagline, namely "Down, Prices Are
Down," to compete with their rivals. In 1914, Coles Supermarket was also acquired as a
subsidiary of Wesfarmers. The corporation has Au $22.2 billion and Au $33 billion.

Consumer Comportement

Consumer behaviour studies the selection, acquisition and disposal of products and services
to satisfy the desires of consumers by individuals, groups or organisations. It knows
consumers and develops an effective marketing plan that can affect the thinking and feelings
of consumers. For Coles Supermarket, their profit margin decreases if they fail to please their
clients. Coles thus increased its sales by 5.1% in more than two years to entice its customers.

Microenvironment

Microenvironment is an environment which can be treated in the concentration of an agent

homogenously or well characterised (Zartarian, 2005). Companys, clients, competitors, the
public, the suppliers and marketing intermediaries are micro-environment factors. These
qualities help establish good customer-marketing relationships.
The Supermarket Company-Coles

Marketing assists companies in developing plans, planning and managing the company's
services. When you do nice stuff, Coles think good things happen. Therefore, food, meat and
healthy lives are provided with fresh food. As an Australian company they are committed to
supplying their clients with superior local items.

Moreover, Local Pacific Pty Ltd., which operates Flybuys, holds 50 percent shares. They run
a loyalty programme and pay off a large number of amenities to their clients. In addition,
loans and other offers are also offered for statistics and client attraction.

Customers

Customers are the consumer who purchases products and services and generates major retail
revenues. There are enormous numbers of rivals with the Coles Supermarket which provide buyers
some leverage. Many food retailers sell local brands at a lesser price (Easten, 2008). Competition
therefore increases on the market, with sellers rising. Coles Supermarket also has to offer better
prices and quality products to enhance customers' purchasing power. Coles Supermarket's
marketing management has to examine its consumers' shopping behaviour to meet their wants and
wishes.

Suppliers

In Coles Supermarket, suppliers provide the company with goods and services via a third party audit
system. Coles Supermarket emphasises fresh and healthful food and food products directly from
farms at the greatest level (Coles, 2008). Consequently, to keep their brand, they have to ensure that
their supplier provides their quality goods at a reasonable price. They must also check their supplier
standards in order to keep their consumers confident.

Competitors

Australian supermarkets like Woolworth and Aldi have a dramatic battle. They also share the market
and Internet platform at Coles supermarket stores. People like shopping online rather than reaching
the shops these days, for example. Thus, these supermarkets offer good quality products at a cheap
price to compete with other competitors for free home delivery.

Publics

Publics are those who have a true interest in the firm and may have an effect on the business.
Publics of various kinds exist such as finance, media, government, local, general and domestic
audiences. Some marketing groups and retail businesses are interested in working with Coles
Supermarket (Buttle, 2006). Other Coles Supermarket brands have succeeded also in providing their
customers with good service. The public therefore have an important role in influencing the
company's business.

Intermediary marketing

The promotion, purchases and sales of goods and services is assisted by marketing actors such as the
wholesaler, retailer, agent, distributor. This plays a significant part in Coles Supermarket's modern
marketing environment, which controls the pricing, quality, food packaging and customer feelings. It
helps keep good relations with Coles Supermarket suppliers, marketers and distributors. In addition,
supply chain management has provided the organisational intermediaries with an important
contribution (Peter, 2010). This helps Coles develop more advertising to promote their items at a
different level. The customers are also attracted by various products and brands to suit their desire.

Macro environmental analysis environmental analysis

An organisation cannot monitor the macro-environment of gross domestic product, inflation, jobs,
expenditure, monetary policy and fiscal policy. Marketers may, nevertheless, impact the macro
environment through organisation operations and decisions.

Analysis of PESTEL

Factor of policy

The politics depend on political convictions and decisions that affect corporate function and
decision-making. Coles is a huge retail firm that meets its customers' requirements. The business
climate and growth potential affect the company's political factor. In addition, due to political
stability, the business sector would develop or collapse. The political upheaval discourages
companies from lesser returns and the high risk of corporate failure. Since Coles' market structure is
steady, the chance of business loss is reduced.

Factor in the environment

Australia's government and people are highly aware of the environment and have enacted several
environmental laws and regulations. In order to thrive in Australia, it is vital to observe these
legislation and rules. Australia's government restrict markets for the protection of the environment
from the use of plastics and non-renewable energy, which supermarkets like Coles must develop
new renewables. Therefore, Coles Supermarket must comply with changes to the laws of Australia
to do its objective. The political component also contributes to a great marketing decision for the
organisation. In compliance with environmental standards the corporation has implied numerous
methods to environmental sustainability (Cadogan, 2009).

Factor in Socio Culture

Social values and surroundings culture contribute to the company's functioning. Consumers are
influenced by culture to control the way they buy. Australia is a diverse multi-cultural country.
Changes in people's cultural faith also influence consumer buying behaviours and tastes (Dillon,
Madden and Firtle, 2010). Coles must therefore focus on various products which are highly
requested on the Australian market. In order to succeed, Coles Supermarket must concentrate on
the multicultural market, product diversification and competitive price.