Coles Group SWOT Analysis, USP & Competitors

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SWOT Analysis of Coles Group with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Coles Group

Parent Company

Wesfarmers Limited




Multi-brand retail

Tagline/ Slogan

Quality food costs less at Coles


The most advanced yet affordable Australian supermarket chain which is ‘Helping Australia Grow’



Retail and Departmental Stores

Target Group

Middle class and premium Australian households


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

SWOT Analysis


1. They 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. Uses patriotic slogans like ‘Proudly Australian since 1914’ (introduced with its TV sponsorship of the 2008 Summer Olympics), along with slogans specifically framed for price conscious buyers

3. 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


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

2. Compared to competition such as Woolworths, Coles operates on lower margins


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

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

3. Sponsorship and marketing exercises can help boost business


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 (such as green grocers and butchers)

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



1. Woolworths


4. Costco

The table above concludes the Coles Group SWOT analysis along with its marketing and brand parameters.


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