Assignment Task:
Task:
Introduction
Marketing management is considered as organisational discipline that focuses on practical implementations of marketing orientation, techniques and methods within any organization (Sun et al., 2018). The report will focus on the marketing management of Coles Supermarket, which is an Australian supermarket and retail service chain. Competitive market and marketing strategy of Coles will be discussed in the study.
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Coles Supermarkets in Australia is a trading and retail company, which was established in 1930 (Coles.com.au, 2019). Under Wesfarmers ownership, Cole's brand has been developed to improve the customer experiences for the retail products. Coles offers different ranges of products including and baby products, dairy, fruits and vegetables, liquor and others. Milk and dairy products have been recognised and consumed for a balanced diet, which are offered by Coles. The dairy products and milk is an extreme source of nutrition in which are important for the people. Small group of Coles has launched environmentally friendly milk, which shows 80% of people believe that food allergies and cancer may be reduced by consuming this product (Coles.com.au, 2019). They are committed to the green farming and launch a new eco-conscious milk brand, which is available in the Coles' store now.
Competitive information
From data of The Australian Competition and Consumer Commission, it is clear that holds act in breach of competition and consumer act 2010 (Accc.gov.au, 2019). Reduction in milk prices supermarkets profit margin reduced on house brand milk. In the context of their farmers and milk processors, lower rate of milk is sold as the house brand milk. Negotiating with the processes, milk price is considered by the farmers for monitoring the dairy industry sign of anti competitive behaviour. The competitor of the Coles supermarket is Woolsworth, Best Buy, Target Australia, Metcash, JCPenney and others. Coles has competitive advantages in the supermarket industry of Australia as it effectively attracts the customer by their new product range of dairy products and milk. Australian Dairy farmers continue to collaborate with Cole’s dairy project with negotiating over milk prices (Accc.gov.au, 2019).
Environmental scanning
According to Górska-Warsewicz et al. (2018), environmental scanning refers to a process for gathering information regarding any particular event and relationships with organisational internal and external environment. SWOT analysis and PESTLE framework of Coles Supermarket can be presented to analyse that environmental scanning.
Strengths:
- One of the largest players in grocery market of Australia
- Sustainability and environment friendly products
- Cost effectiveness
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