• Internal Code :
  • Subject Code : BMO6511
  • University : Victoria University
  • Subject Name : Strategic Management

Components of Generic National Strategy of Coles Australia

A generic strategy reflects the values that a business holds; it is a stratagem of positioning it within an industrial sector. It enables the firm to emphasize on the core values and hence, accentuate them to attain competitive advantage (Mutinda and Mwasiaji 2018). Coles’ strategy is to move towards a sustainable future by relying on smart selling by strategic sourcing, technology-led stores, efficient and agile SSC and optimised formats and network (Mortimer and Grimmer 2018). The three key components of the generic national strategy of Coles entails smarter selling, integrating the stakeholders and delivering the best value food and drink solutions by inspiring the customers. Among the generic strategies, Coles is trailing the differentiation strategy. It differentiates itself from the other businesses operating in the same domain such as Woolworths by stressing on the eminence of its services and products’ portfolio.

Vision 

The vision of the retaining giant is to become the renowned retaining chain in Australia by imparting the long-term shareholder value (Coles Group 2019). It prioritizes sustainable operations for delivering high-quality products to customers.

Values

It is following the value strategy as it has recently dropped the prices of around 300 products and is stressing on adding more bulk offerings in its offerings portfolio (Mortimer and Grimmer 2018). It has cut the prices in many product sections that range from the meat market to the bakery items. It is making these efforts to be renowned as a brand of value.

Smart Selling

It has integrated technology in its supply chain in an efficacious custom; it is a consequence of this that most of its stores are technologically equipped. It has adopted automation at its warehouses so that steadiness is sustained in the supply chain. It makes use of the Microsoft's three clouds for the data optimization and makes use of the artificial intelligence and advanced data analytics for stripping the waste and supporting the employees (Olstad et al. 2017).

Customer-Oriented Services

It has the objective to deliver the best quality services to the customers via integration of the online delivery as well as the offline stores. The supermarket giant states that it is customer-obsessed and hence lays prominence on inspiring the customers. It promotes the health benefits of its products. Its chips are gluten-free and incur the organic and fresh fruits and vegetables from the farmers. It regularly audits all the companies that supply food products to ensure that the adherence with product safety and quality standards is maintained. In the year 2017, it also conducted a Coles Brand Supplier curriculum in which 47000 checks were done of the imported food, allergens and the organic products (Coles Group 2019). It is continually targeting the customers by keeping in mind the rise in health consciousness; hence most of its products are free from trans-fats.

Smarter Selling Tactics

It has integrated technology in its supply chain in an efficacious custom; it is a consequence of this that most of its stores are technologically equipped. It has adopted automation at its warehouses so that steadiness is sustained in the supply chain. It makes use of the Microsoft's three clouds for the data optimization and makes use of the artificial intelligence and advanced data analytics for stripping the waste and supporting the employees (Olstad et al. 2017).

Integration with The Stakeholders

Coles believes in winning together and this is the reason that it has robust working relationships with its stakeholders. It is also a proud partner of the national food relief charity and SecondBite. As a part of its strategic sourcing practice, it is also a part of the Sainsbury's supply chain. It has become a socially acceptable brand because of the fact that it stresses diversity inclusion its workforce along with the Aboriginal people. It also emphasizes on maintaining a balance between the male and female ration, hence, ensures that 30 per cent leaders in the firm are females (Coles Group 2019). Also, it is a part of the Healthy Food Partnership which is an initiative of the Federal government.

Coles' economic value creation

Figure 1: Coles' economic value creation

Source: Adapted from sustainability report of Coles Group (2019)

References

Coles Group. 2019. Sustainability report.

Mortimer, G. and Grimmer, L. 2018. Love them or loathe them, private label products are taking over supermarket shelves. The Conversation, 19.

Mutinda, C. K. and Mwasiaji, E. 2018. Competitive strategies and performance of family-owned supermarkets in Machakos County, Kenya. International Academic Journal of Human Resource and Business Administration, 3,3 pp. 31-51.

Olstad, D. L. Crawford, D. A. Abbott, G., McNaughton, S. A. Le, H. N., Mhurchu, C. N. ... and Ball, K. 2017. The impact of financial incentives on participants’ food purchasing patterns in a supermarket-based randomized controlled trial. international journal of behavioural nutrition and physical activity, 14,1 pp.115.

Remember, at the center of any academic work, lies clarity and evidence. Should you need further assistance, do look up to our Strategic Management Assignment Help

Get It Done! Today

Applicable Time Zone is AEST [Sydney, NSW] (GMT+11)
Not Specific >5000
  • 1,212,718Orders

  • 4.9/5Rating

  • 5,063Experts

"

5 Stars to their Experts for my Assignment Assistance.

There experts have good understanding and knowledge of university guidelines. So, its better if you take their Assistance rather than doing the assignments on your own.

What you will benefit from their service -

I saved my Time (which I utilized for my exam studies) & Money, and my grades were HD (better than my last assignments done by me)

What you will lose using this service -

Absolutely nothing.

Unfortunately, i had only 36 hours to complete my assignment when I realized that it's better to focus on exams and pass this to some experts, and then I came across this website.

Kudos Guys!

Jacob

"

Highlights

  • 21 Step Quality Check
  • 2000+ Ph.D Experts
  • Live Expert Sessions
  • Dedicated App
  • Earn while you Learn with us
  • Confidentiality Agreement
  • Money Back Guarantee
  • Customer Feedback

Just Pay for your Assignment

  • Turnitin Report

    $10.00
  • Proofreading and Editing

    $9.00Per Page
  • Consultation with Expert

    $35.00Per Hour
  • Live Session 1-on-1

    $40.00Per 30 min.
  • Quality Check

    $25.00
  • Total

    Free
  • Let's Start

Get
500 Words Free
on your assignment today

Browse across 1 Million Assignment Samples for Free

Explore MASS
Order Now

Request Callback

Tap to ChatGet instant assignment help

Get 500 Words FREE
Ask your Question
Need Assistance on your
existing assignment order?