Cole is an Australian supermarket with large influence and market share in the country. In addition, the company contributes significantly to the nation’s economy. In essence, the company has acquired more than 30% of the market share of the supermarket industry in this nation. Specifically, the company’sproduct line consists of daily products, grocery, meat, deli, fresh produce, bake house, cigarettes, liquor, apparel, general merchandize and over head products. Notably Cole has a culture of low price as its marketing strategy of attracting and retaining customers.
Fresh produce are the chief of Cole’s product line. The chain of supermarket is among the leading retailers operating more than 720 stores in Australia (Morales, 2013). The company harbors more than 90, 000 employees with a customer base of approximately 4.5 million people. Woolworths is the main competitor of Cole with 40% stake in the Industry. Others include Aldi, Speciality Foods, and Franklins. Coles together with its leading competitor have a market competitor of sale price and large customer base (Pearson and Hendricks, 2011). The company endeavors for high quality in its products, services and delivery (Szakiel and Beare, 2009).[PPD_PAYTOREADMORE]
The present market strategy of Cole is geared towards the liquor, food and fuel consumers (Morales, 2013). In addition, it emphasizes on providing a diversity of products on its target markets with customers of different income. Further, Cole’s consumers are derived from all over the world (Romaniuk and Thiel, 2012). With regard to promotion, the company employs different media such as the radio, newspapers, the internet and TV in the promotion and advertisement of its products. Public relations are also another strategy in promoting the company.
The situation analysis identified some of the objectives for Cole Supermarket . Among them is increasing revenue, increasing the customer base, building customer...
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