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Coles Group Limited SWOT & PESTLE Analysis

ID : 528253| Jun 2021| 15 pages

COMPANY PROFILE -Coles Group Limited

Business Sector :Retail

Operating Geography :Australia

About Coles Group Limited :

Founded in 1914 by George Coles, Coles has grown large to be one of the largest Australian supermarket chains. The company’s headquarters are located in Hawthorn East, Victoria, Australia. It operates mostly in the form of retail and departmental stores helping Australians buy products which are even cheaper than 2009 prices. The company was listed as a public company on the Australian Stock Exchange as an independent company in 2018. It was earlier owned by the conglomerate Wesfarmers. The company includes the subdivisions of Coles Supermarkets, Coles Online, Coles Express, Coles' liquor division and Coles' financial division. The current business of the company is thus diversified; starting from retail products of food and liquor on one hand to online selling of products and services like insurances on the other. In 2020, the company was voted amongst the “Top 30 food retail stores worldwide to visit in 2020”
The mission statement of Coles is to fulfill 'The Coles way', which aims “To give the people of Australia a shop they trust, delivering quality, service and value.” The Coles vision is to 'become the most trusted retailer in Australia and grow long-term shareholder value'. It has a workforce of more than 112,298 team members as of early 2019.

Coles Group Limited Revenue :


A$ 37,408 million – FY ending June 2020
A$ 38,176 million – FY ending June 2019

Ownership / Major shareholders :

Coles is a division of the Australian Company Wesfarmers, which was formed after the Coles Group was acquired by the company in the year 2007. The division started functioning in November of the same year. Wesfarmers bought the company for $19.3 billion, known to be one of Australia’s biggest takeovers in the corporate sector.

Competitive Analysis of Coles Group Limited

SWOT
PESTLE
The SWOT analysis for Coles Group Limited is presented below:
StrengthsWeaknesses
1. 2nd largest player in the Grocery sector of Australia
2. Consumables sold in Coles departmental and convenient stores are indigenous in nature
3. Strong focus on technology driving efficiency in operations
4. Sustainability and environmentally friendly business outlook with effective CSR

1. Persistent problems from the suppliers
2. Management lack of focus on hardware segment
OpportunitiesThreats
1. Private label strategy to drive growth
2. Insurance and finance sector opportunities to pull upon
3. New market scanning
4. Increasing preference for plant-based food in Australia
1. Legal and political regulations
2. Competitor threats in the established sector
3. Threat of identification of Coles as a brand
4. Change in food spending habits of Australians
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Detailed SWOT Analysis of Coles Group Limited

Strength

This section is available in the complete report on purchase.

Weakness

This section is available in the complete report on purchase.

Opportunity

1. Private label strategy to drive growth: Apart from the grocery sales the company is trying to make direct dollars from its consumers by selling private label goods to its customers. According to IBIS World Report, goods which are private label will contribute 28% of all sales in the supermarkets by 2021-22. Private label products were a key driver of Coles’ sales in FY15 and even drew in customers from its rival, Aldi. Coles has indicated that it will cut its product range over the next two years and replace them with its own-brand versions.

2. Insurance and finance sector opportunities to pull upon: With the presence of a huge database readily available through the retail and convenience stores Coles along with its competitors are trying to leverage the data and come up with customized insurance policies for the customers based on their standard of living which is again being estimated from the pattern of their purchase history. With the advance of data analytics this can be a huge opportunity for Coles to cater to its huge customer base with tailor-made insurance products that can be modified or customized or up/downscaled as per their needs. Coles Financial Services works in collaboration with Citigroup to offer credit cards and personal loans to around 330,000 customer accounts. A partnership with Insurance Australia Group (IAG) has led to around 350,000 people being granted home, car and landlord insurance options. Coles has also launched pet insurance in partnership with Guild Insurance in 2020.

The remaining section of “Opportunity” is available only in the 'Complete Report' on purchase.

Threat

This section is available in the complete report on purchase.

Major Competitors :

Woolworths, ALDI, IGA, Lidl, Amazon Costco

Major Brands :

Coles as a retail supermarket and online store has come up with its own brand of consumer products, such as:
  • Coles Gluten Free Range
  • Coles baby products
  • Coles bakery
  • Coles Dairy
  • Coles Deli
  • Coles fruits and vegetables
  • Coles mobile services
  • Coles meat
  • Coles financial services
  • Spirit Hotels ( Coles digital services)
  • Coles express (Australian chain of convenience stores )
  • Colesflybuys
  • First Choice Liquor
  • Liquorland
  • Coles liquor
  • Vintage Cellars

Key Business Segments / Diversification :

Coles Group Limited
Online retail Mix apparel Insurance Financial services Loyalty programs
Liquor Fuel & convenience retail Music
Flower retail Hotels

Recent Acquisition / Mergers / Alliance / Joint Ventures / Divestitures :

Open Table Preview
Name
Business Segment
Year
Type
Objective/Synergy Achieved
Supabarn StoresSupermarkets2016AcquisitionAcquisition of 5 Superbarn stores would strengthen Coles presence in Canberra region
flybuysLoyalty Program2011AcquisitionAcquisition of NAB’s 50% stake in Australia's largest loyalty program, gave Coles 100% ownership.
Talbot Hotel GroupLiquor2006AcquisitionAcquisition of Queensland-based Talbot Hotel Group to support Coles rollout of big-box bottle shops in the state
Source: Company website and other reliable sources. The detailed table is available in the Complete Report.
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References used in Coles Group Limited SWOT & PESTLE Analysis Report

1. Coles Annual Report 2019 - https://www.colesgroup.com.au/FormBuilder/_Resource/_module/ir5sKeTxxEOndzdh00hWJw/file/Coles_Annual_Report_2019.pdf

2. Coles Annual Report 2018 - http://aj.nowjob.it/coles-group-annual-report-2018.html

3. 'Not happy Coles': Supermarket cops backlash over catalogue decision: https://au.news.yahoo.com/coles-backlash-over-catalogue-decision-031808207.html

4. Coles launches new range of mini collectables - https://7news.com.au/lifestyle/food/coles-launches-new-range-of-mini-collectables-c-1193909

The detailed complete set of references are available on request in the 'Complete report' on purchase.

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In-text: (SWOT & PESTLE.com, 2021)

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