Supermarket Industry in Australia 1. Executive Summary The following report analyses the Supermarket Industry in Australia with a focus on Coles Supermarket Pty Ltd. The report has been compiled together using secondary, exploratory and causal research to recommend areas of improvement to the management team at Coles. The report states that Coles in a strong position within the competitive market. The key issues the industry is facing: · Real household disposable income · Population · Consumer sentiment index . Demands from cafes, restaurant and takeaway food places Page i
Supermarket Industry in Australia Table of Contents 1. Executive Summary 2. Introduction 4 3. Industry Analysis 4 3.1 Industry definition. 4 3.2 Major players and Market shares. 4 3.3 Key issues 5 3.4 Key statistics. 6 3.5 Industry Outlook 6 ii 4. Company Analysis. 7 4.1 Operations and product offering. 7 4.2 Timeline of key events 7 4.3 Company growth. 8 4.4 Key issues. 8 4.5 Company outlook. 9 5. Key Competitors. 9 5.1 Mission statement 9 5.2 Their operations 9 5.3 Product offering and brands. 9 5.4 Timeline of key events 10 5.5 Company growth. 11 5.6 Company outlook 11 6. Microenvironment Analysis. 12 7. Macroenvironment Analysis 12 8. SWOT Analysis 13 9. Target Market 14 10. Positioning Strategy 15 11. Conclusion 16 Reference List 17
Supermarket Industry in Australia 2. Introduction The following report was authorised by Sean Doherty. The report aims to research, evaluate, analyse and recommend focus areas to the management team of Coles Supermarket Pty Ltd. The scope of this report is to analyse the company and industry and also evaluate Coles' competitors and market environment. This report encompasses secondary, exploratory, and causal research in preparation for doing the annual strategic marketing review on Coles Supermarket. Information sources utilised were assessed for relevance, accuracy, currency and reliability. 3. Industry Analysis 3.1 Industry definition "Supermarkets and grocery stores retail a range of groceries and food products, including fruit and vegetables, bread, cigarettes, canned goods, toiletries, dairy goods, delicatessen items and cleaning goods" (Youl 2021, p 5fi. 3.2 Major players and Market shares The major players in the supermarket industry are Woolworths Group, Coles Group, Aldi, and Metcash. The concentration in the industry is high with the four largest operators who together make up over 80% of industry revenue. With a market share of 37.4%, Woolworths Group Ltd holds the best position out of the four major retailers followed by Coles Group Ltd with 28.4%, Aldi Stores with 10.5%, and Metcash with 7% (Youl 2021, p.28fi. Market Share Concentration 0% 20% 40% . Major Players 60% Minor Players 80% 100% Supermarkets and Grocery Stores Source: IBISWorld (Youl 2021fi