Global marketing, often referred as, International marketing, is the form of marketing which is carried out by various overseas companies or across national borderlines, which includes identification of market, marketing, targeting the markets, mode selection and also implementing some strategic decisions for competing in the international markets. The world is becoming increasingly global in the terms of production, capital, technology, people, business and information (De Mooij, 2013).
The report mainly discusses about a well known Australian based organization, Coles Supermarkets which is a supermarket chain owned by Wesfarmers. Founded in the year 1914, it has over 100,000 employees and covers about eighty percent of the market in Australia.
The report highlights the management of the organization and why they need to expand their involvement with international marketing and the future prospective of the company, with a brief explanation of what Global marketing really is.
The Global marketing can be defined as the art of conveying and conceptualizing a final service and product across the world, in the hope of achieving the international marketing community. If Global marketing is done correctly and properly, then it has the power to take any company to its next level. Various strategies should be implemented, keeping in mind the region or the place the company is marketing its products (Lee & Carter, 2012). For instance, the menu of any restaurant say, KFC varies from place to place, based on the region or location the restaurant is serving. Any company focuses its marketing on its items which are popular within the country. Global marketing is very important for the companies which provide services and products that are having a universal demand, such as food, automobiles, household items and others (Keith, 2012).
Supermarkets always play a very important role in influencing the food purchasing techniques of most of the households. Australia is considered as the world’s most concentrated supermarket sector. One of the major supermarkets in Australia is the Coles Supermarkets, which was founded in the year 1914. Presently, it has over 100,000 employees and covers the maximum percentage of the market in Australia. It has been highly regarded part of Australian life and much loved by most of the Australian people (Keith, 2012).
Technology And Cost Scale
The main aim of Coles Supermarkets is to provide to all the people and suppliers with quality products at less cost. It keeps its grocery products under control to satisfy the demands of the consumers, doing quality check on a daily basis. It dominates the Australian food retail market, firstly because of the highly urbanized population, which keeps on fostering the development of bigger and metropolitan food retailers instead of the smaller ones or the ones which are locally based. Secondly, the vastly dispersed habitation centers and main areas of food producing require effective networks of transportation which is difficult for the smaller producers. Lastly, the scattered population of Australia favors substantial scale of economies to keep the costs low (Dwivedi et al., 2012).
They have dominated the Australian culture and have focused on three factors, which includes; highly effective supply of products and services, maintaining its good image and reputation in terms of quality and services and also by receiving positive feedback from the consumers, effective management and competitive nature (Richards et al., 2012).
Government And Communication
The company has over seven hundred and forty one operating stores. It markets its products by offering discount coupons to its customers, loyalty program points for the regular ones, holds campaigns like, Apple for Students for promoting Apple laptops and accessories, Sports for Schools and lot more in order to gain a huge consumer base. The main aim of the company is to give the Australian people the best shopping experience. The company is not internationally famous as it focuses only on the Australian’s benefits and its target customers are only the Australian people (Coles.com.au, 2017). However, Coles has started online delivery system to reach the international markets, which is a success to some extent. Customers can view the product and order anytime, anywhere. It has achieved more than 25 percent growth, which is still less if compared to its offline growth. Therefore, more strategies need to be applied in order to gain more popularity internationally. Digital marketing must be done on a regular basis to dominate the international market, with special offers and discounts depending on its target customers (Lee & Carter, 2012).
To conclude, Coles Supermarkets is the first store in Australia and it has received much consumer appreciation. However, it needs to expand its online strategies, in order to reach internationally and gain mass attention. The focus should be on international consumers also. It needs to enhance its marketing strategies in order to be more enriched and also focused for a good venture. Digital marketing must be done to dominate the international market, with several campaigns. With the advent of digital world, it is very easy to market anything and at any point of time. This would be beneficial and prove advantageous for the company itself
Coles.com.au (2017). Retrieved 7 August 2017, from
De Mooij, M. (2013). Global marketing and advertising: Understanding cultural paradoxes. Sage Publications.
Dwivedi, A., Merrilees, B., Miller, D., & Herington, C. (2012). Brand, value and relationship equities and loyalty-intentions in the Australian supermarket industry. Journal of Retailing and Consumer Services, 19(5), 526-536.
Keith, S. (2012). Coles, Woolworths and the local. Locale: The Australasian-Pacific Journal of Regional Food Studies, 2, 47-81.
Lee, K., & Carter, S. (2012). Global marketing management. Oxford University Press.
Richards, C., Lawrence, G., Loong, M., & Burch, D. (2012). A toothless chihuahua? The Australian Competition and Consumer Commission, neoliberalism and supermarket power in Australia. Rural Society, 21(3), 250-263