Agricultural and Environmental Ethics System †MyAssignmenthelp.com

Question: Discuss about the Agricultural and Environmental Ethics System. Answer: Introduction The retail industry in Australia is a very competitive one and the different companies need to ensure that they always strategize their moves so that the company remains in a suitable position throughout. The given report will be highlighting the marketing environment of the Coles supermarket situated in Yarraville (Aghdaie Alimardani, 2015). The report will first briefly describe the Yarraville Coles Supermarket with reference to the area it is situated in and the kind of crowd it caters to. That will be followed by an Industry analysis of the supermarket in Australia using the Michael Porters Five Forces Model. An external environment analysis will also be given followed by the positioning and segmentation strategy of the firm. The chosen company for the given assignment is the Coles Supermarket situated at Yarraville. Yarraville is a western suburb situated near Melbourne, Australia which is around 6 kilometers away from the Central Business District of Melbourne. The suburb has a population of 15000. The Yarraville Coles Supermarket is situated at Williamstown Rd High St, Yarraville VIC 3013, and Australia. The restaurant serves various products that are generally served in all supermarkets (Coles Supermarkets., 2018).It offers various discounts to its customers and offers home delivery service as well. Their main motive is to provide good quality products at affordable prices. Industry analysis and market trends The industry analysis of Coles Supermarkets in the Yarraville suburb will be undertaken using the Porter Five Forces Analysis (Andaleeb, 2016). The Porters Five forces is an analytical tool which assess the position of the industry and how they are affected by one another: Bargaining Power of Buyers: The bargaining power of the buyer in the given industry is generally very high. This is because of the presence of a large number of stores and supermarkets which help the consumers to attain the basic items important for necessity. As the customers are open to the wide range of options, their power is generally high. Bargaining Power of Suppliers: In the Australian supermarket industry, the bargaining power of the suppliers is generally very high (Beneke Trappler, 2015). This is because the market is highly concentrated and there are big players present in the market. Threats of New Entry: The threat of new entrants in the Australian supermarket industry is generally low. This is because, the industry is dominated by large players and they make it difficult for the firms to penetrate in the given industry and form barriers for them. Rivalry among Existing Firms: The competition and rivalry among the industry is cut throat and brutal. The major players are Woolworths, Coles, Wal-Mart and Wesfarmers. This leads to intense discounts being offered by the Supermarkets and existence of price wars. Threat of Substitute: The products sold by these supermarkets are essential products and there are no alternatives available. For this reason the threat of substitutes is comparatively low. PEST Analysis The PEST analysis analyses the factors that tend to have an impact on the performance of the industry or on the company at large. Factors Importance Political The competition policy which has been introduced by the Federal Government in Australia. The given competition policy prevents the major independent players like Coles and Woolworths to enter into completion. The primary reason behind this is that the small companies suffer a blow. Economical There has been a decline in the economic market conditions in Australia which has lead to a problem in the performance of the Coles group.. This is because there has been a decline in the economic activity of the countries which has further weakened the Australian dollars. Socio-economical The socio economical aspect of the Australian supermarket industry is that the customers generally prefer companies which have a higher corporate responsibility. And thus the retail companies are under the pressure of performing such initiatives (Chhetri et al., 2017). Technological The technological factors affecting the given industry are application of environmental friendly technology and the increased use of automated machines. Also, the increase fever of online websites have affected the company and the industry as a whole The results of the PEST analysis state that the retail supermarket industry in Australia is undergoing various changes and that changes have had a profound impact on the performance of the various companies within the country. The newly stated policy by the Australian government has bought about intense pressure on the government and this has lead to a pressure on the Coles group as now they will have to face competition from the smaller firms (Culley et al. 2017). The economic downturn of the country has also had an effect on the performance of the firm. Furthermore, the socio economic pressure on the industry also brings about immense pressure on the firms. The trend of online shopping has also affected the operations of the firm. Competitors analysis Competitor analysis can be described as an important aspect that a company needs to conduct in order to be aware of the different competitors from whom a business can expect a certain degree of rivalry. . The competitor analysis of Coles Group in Yarraville with other supermarkets has been given as follows: Supermarkets Woolworths Coles Advertising The advertisement campaigns of Woolworths have been noteworthy since the very beginning. They engage in various mediums to market their product. Earlier, the marketing and advertisement strategy of the Coles supermarket was not at par with the Woolworths`s . However, the company has started using similar ways of advertisement. Offers Woolworths offers various discounts on the product it sells. Many products are almost priced half during the offer season. Coles does not have any give offers which are as great as Woolworths, however they price their goods reasonably with Four Meals priced below $10 (Neirotti, Raguseo Paolucci, 2016). Promotion Woolworths implements various promotion strategies like Club Card, exchange offers, home delivery servicing and others. The promotional aspect of Woolworths is one of its strongest key points (Khedher, 2014). Coles group offers various promotional like Woolworths. The supermarket has a loyalty program , after signing up to which the customers receive huge discounts on various products. Price The price at Woolworths is very reasonable however for some products, it is higher than that of its competitors like ALDI and Coles (Malik, Sudhakar Rahman, 2016). Coles prices its products similar to that of Woolworths , however its prices are never higher than its competitors . Products Woolworths offers a wide range of products ranging from all consumer essential goods to grocery as well. Coles has an offering similar to that of the Woolworth Location Woolworths has more stores than Coles Located at all convenient locations, but not as many as that of Woolworths. Therefore, from the given analysis it can be stated that Coles is doing well and adopting a similar strategy to succeed in the market just like its competitors. However, the company needs to adopt a strategy which is unique to gain the market share. The major market segments of the Coles group at Yarraville have been given as follows: The quick shoppers- These are the consumer segments who want to complete their shopping as quickly as possible. They have been shopping with the firm for a long time and for this reason, they would prefer that they can be done with the shopping as quickly as possible (Chhetri et al. 2017). They keep busy and would prefer if the products are laid out in a manner such that it is easier for them to make the purchases. The budgeted shoppers- These shoppers are on a strict budget and would like to buy products which are generally priced low. They tend to shop in the beginning of the month where the prices are low. Smart shoppers- This market segment buys products based on great bargaining deals. They are smart in their decisions and make their purchases based on bargaining deals and discounts. The lazy shoppers- The lazy shoppers are the group of shoppers who shop for the leisure of it. They are not concerned about the offers or the discounts but would like to buy what appeals to their eye (Kumar Singal Kumar Jain, 2014). A good shelf decoration would be good for this group. Quality conscious- The quality conscious customers are generally gourmet oriented and prefer all good products and they are willing to pay premium prices (Patti et al., 2017). To satisfy this segment this company should stock good quality products. Variety conscious- These shoppers like to compare and buy their products. Hence, to appeal to the given segment the company should, include in stocking more products. Primary and secondary markets Primary Markets Secondary Markets Budget shoppers Lazy shoppers Quality conscious Variety conscious Smart shoppers From the given table it can be witnessed that the company aims to provide services to the given consumers, however the priority and markets have been divided accordingly. The primary markets are the Quality conscious customers, smart shoppers, budget shoppers (Heinberg, Ozkaya Taube, 2017). The company aims to offer high quality goods at premium prices as well as good quality products at comparatively low prices. The company also has certain offers for the smart buyers. Its secondary market has to segments which are the lazy shoppers who just shop at their convenience and are not bothered about the prices (Sebri Zaccour, 2017). The variety conscious customers are also the secondary target market of the Coles supermarket at Yarraville. Level of involvement and decision making The level of involvement primarily refers to the fact how customers are a factor in determining the prices of the products. There are two main kinds of customer involvements, ranging from high to low (Wang, 2015). When customers have a high level of involvement then their input is generally taken for decision making. On the other hand, if their level of involvement is low, then they do not form a part of the decision making process (Haskelberg et al., 2016). In the given scenario of Coles supermarkets, the power of the buyers or popularity termed as the customers is very high. The given fact was realized in the Michael porters Analysis, and it was observed that the customers play a big role in the industry and that their power is quite high. It is because of this, their choices and preferences form the basis of the various decisions taken by the group. The customers are exposed to a wide variety of choices and it is for this reason that they generally prefer to have goods at their co nvenient prices and varieties. Hence, it can be stated that their involvement level is very high. The given perpetual map is based on market research and from the given map it can be understood that the firm generally caters to the budgeted population and the smart buyers who tend to offer high quality goods at comparatively low prices. The major competitors of the company are Tesco, ALDI and Woolworths (Rundle-Thiele, Dietrich Kubacki, 2017). In the high quality, low price segment , Coles received direct competition from Tesco. However the given supermarket is not present in convenient locations and the Coles group has an advantage in this scenario. For customers on a budget and who like to buy smart, Coles group is a convenience based supermarket offering good quality at affordable prices. The given statement reflects the main motto of the group and how it aims to offer the customers goods at convenient prices (Scrinis, Parker Carey, 2017). Conclusion Therefore from the given analysis it can be stated that the Coles Group at Yarraville has an advantage as it is the only supermarket in its area offering good quality at convenient prices. The competition policy by the government may have an impact on the pricing of the firm, but Coles can adopt other strategies and redefine its segmentation. The advertising and marketing strategy of the firm has improved considerably which continues to raise the brand name. References Aghdaie, M. H., Alimardani, M. (2015). Target market selection based on market segment evaluation: a multiple attribute decision making approach.International Journal of Operational Research,24(3), 262-278. Andaleeb, S. S. (2016). Market Segmentation, Targeting, and Positioning. InStrategic Marketing Management in Asia: Case Studies and Lessons across Industries(pp. 179-207). Emerald Group Publishing Limited. Beneke, J., Trappler, E. (2015). 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