Coles Group SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 26, 2020

SWOT analysis of Coles Group analyses the brand by its strengths, weaknesses, opportunities & threats. In Coles Group SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Coles Group to benchmark its business & performance as compared to the competitors. Coles Group is one of the leading brands in the lifestyle and retail sector.

The table below lists the Coles Group SWOT (Strengths, Weaknesses, Opportunities, Threats), top Coles Group competitors and includes its target market, segmentation, positioning & Unique Selling Proposition (USP).

Coles Group SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Coles Group Brand Analysis
Parent Company

Wesfarmers Limited




Lifestyle and Retail

Tagline/ Slogan

Quality food costs less at Coles; Proudly Australian since 1914


Coles are the most advanced yet affordable Australian supermarket chain which is ‘Helping Australia Grow’

Coles Group STP

Retail and Departmental Stores

Target Group

Middle class and premium Australian households


Coles retail store helps you fulfill your daily needs and at the same time helps you save

SWOT Analysis of Coles Group
Coles Group Strengths

Below are the Strengths in the SWOT Analysis of Coles Group:

1. Coles Supermarkets command the lion's share of the domestic food and liquor market due to their long history in Australia

2. Unmatched advertising and branding in the Australian retail space. It Uses patriotic slogans like ‘Proudly Australian since 1914’, along with slogans specifically framed for price conscious buyers

3. Coles has very attractive pricing strategies with frequent price cuts & promotional offers from time to time

4. Immensely successful promotional campaigns: eg  in conjunction with Apple Computer and 12 other major suppliers, a campaign titled "Apples for Students”

5. Different levels of generic brands that intend to cater to a specific type of buyer.

6. Impressive online order and delivery/pickup service

7. Coles has more than 800 stores & employs close to 100,000 people

Coles Group Weaknesses

Here are the weaknesses in the Coles Group SWOT Analysis:

1.  Negative publicity surrounding hard-line negotiation with Australian suppliers has marginally hurt the public sentiment towards Coles

2. Compared to competition, the company operates on lower margins

Coles Group Opportunities

Following are the Opportunities in Coles Group SWOT Analysis:

1. To seize greater control of the supply chain to funnel the produce and harvest profit at multiple point

2. Geographic expansion can help Coles reach out to newer regions globally

3. Sponsorship and marketing exercises can help boost business

Coles Group Threats

The threats in the SWOT Analysis of Coles Group are as mentioned:

1. Intense competition in the supermarket space has led to food prices plummeting to dangerously low margins

2. Consumers getting confused between the different generic brands due to lack of a clear distinctive communication for each

3. Due to convenience, a percentage of the buyers might opt for independents and the smaller retailers rather than Coles

4. The Australian food and beverage market is constantly evolving as competitors enter with game-changing business models and ideas

Coles Group Competition
Coles Group Competitors

Below are the top 14 competitors of Coles Group:

1. Carrefour

2. Tesco


4. Woolworths

5. Walmart

6. Kroger

7. Target Corporation

8. Amazon

9. eBay

10. Home Depot

11. Ikea

12. Costco Wholesale

13. Aldi

14. CVS Caremark

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Coles Group. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

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