This report sheds light on corporate strategies of Woolworths and Coles, reputed retail organisations in the Australia. Moreover, this report will highlight the relationship between corporate strategy and the competitive advantage of the firms. In the first section of this report will eliminate the rationale of the study with the focal point of the report. In the second section, the relevant literature will be reviewed in order to establish the theoretical framework of the report. In the methodology section, the secondary data will be taken in order to establish the data analysis. Furthermore, in the lasts section, a clear conclusion will be drawn with recommendations.
Coles and Woolworths are two supermarkets in the Australia and both organisations have large retail chains in the Australia. These supermarkets sell the products like vegetables, fruits, household goods and food items. Woolworths has been overshadowing the Coles and Coles’ dominance is coming to an end. Woolworths has its outlets in more than 992 places in Australia and it has been in the industry since 1924 (Woolworths.com.au 2017). The employee base of the organisation is large and in recent time, Woolworths’ food sales accelerate over Coles. On the other side, Coles is a subsidiary of Wesfarmers and it has been in the industry since 1914. Coles is not far behind from Woolworths as it has its outlets in more than 800 places (Colwa.com.au 2017). In the recent time of globalised business, retail organisations require strategic thinking and string corporate strategy can make the organisation strategically competitive.
Corporate strategies of Coles have been facing the issues of directional strategies in relation to firm’s orientation toward stability, growth and retrenchment. Coles has also been facing the issues in the industry of retail market in which it is competing. The management of Coles fails to coordinates the transfer resources and activities that help the business in cultivating the capabilities of the business units. Moreover, Coles’ strategy is to strive to provide real values to the customers through lowering the prices, however, the emphasis on the quality of the products. Coles strives to provide better shopping experience to the customers. On the other side, Woolworths makes plans to grow in the market and corporate strategy of the Woolworths helps to understand new entrants in the market. Moreover, Coles’ corporate strategy lacks identifying the missed opportunities that can help the organisation to grow in the market. As a result of this, Coles fails to compete with Woolworths and in last quarter of 2016, Woolworths eclipsed Coles. Revenue of Coles in the year 2016 was 33 billion AUD and the operating income of Coles 1.9 billion. On the other side, Woolworths had its revenue of 59 billion in the year 2016 and operating cost was 1.6 billion in 2016 (Rugman and Verbeke 2017). Coles has been facing the issue of maintaining stock, packaging and providing customer services in proper order. Woolworths has also been facing the issues of investment, paying heed to the customers and updating the technologies and maintaining proper online systems.
The aim of the report is to highlight the corporate strategy of Coles and Woolworths
Corporate strategy can be defined as the organisation’s direction that helps an organisation to gain strategic objectives. Grinblatt and Titman (2016), supported this by saying that corporate strategy assists to achieve business success in the long-term basis. In recent time, corporate strategy of the organisation is flexible enough to adapt the changes in business environment. Moreover, as stated by Purce (2014), corporate strategy of an organisation can be fixed with essential tests, The Attractiveness Test, The Cost of Entry Test and the Better-off test. An organisation’s corporate strategy is developed based on the particular market that also depends on various divisions of the business. Moreover, management takes the strategy of diversification and vertical integration strategies in order to make the corporate strategy.
Strategy within an organisation refers to a complex web of ideas, thought, experiences and goals that give general guidance for actions. Corporate strategy expects always a particular end and in pursuit of a profitable end, the organisational management mentions the policies and necessary strategies. Corporate strategies can correlate with the international policies, national regulation, political, economic and psychological factors.
Moreover, the organisation’s management needs to make corporate strategy with keeping pace with the changing environment. The present environment is dynamic and the organisations are facing it difficult to cope up with (Larson et al. 2017). Moreover, threats constraints and business uncertainties are other factors that make the corporate strategy difficult to make. The management needs to make corporate strategy in order to escape from hard circumstances. In addition, management of the organisation makes it possible to survive within the market with corporate strategy by reducing the expected threats.
The leaders of an organisation try to focus on mainly the completive advantage while making the corporate strategy as competitive strategy provides satisfaction in profitability of the organisation. For example, Hindustan Unilever Company tries to merging with other organisation as it is one of the corporate strategies of the organisation. Corporate strategies differ with the organisations based on the business environment and the organisation reposition their products and brands.
Corporate strategy helps an organisation strengthens the competitive advantage and leaders set objectives for the organisation to follow. Moreover, organisation follows the basic principles to smooth the sailing of the organisation with a right set of decisions (Keyes 2016). On the other side, the corporate strategy must be taken after a clear foresight and decisions of all levels because the future course of actions of an organisation depends on these decisions. The organisations can face the issues from corporate strategy when the taken measure goes wrong for the organisation. The example of such incident is enough in the recent history; Ford Motor is one such example. Ford Motor organisation took the strategy of vertical integration and changing the direction of the company went wrong for the organisation. McDonald’s organisation took the menu expansion strategy and the organisation faced the loss of profit on that year. Changing direction of the business through corporate strategy can impact heavy for the organisations in attempting to overshadow the business competitors. Moreover, as suggested by Barney (2014), without a clear sense of sharp focus, business profitability will not be possible.
Porter’s Generic Strategy
Porter’s Generic Strategy explains about a company’s competitive advantage in the chosen market. There are mainly three types of generic strategy that an organisation can take in order to achieve the competitive advantage of the organisation (Liao et al. 2015). Moreover, the first strategy could be a cost-leadership strategy in which an organisation needs to take lowest pricing strategy to gather maximum numbers of customers. This cost-leadership strategy is taken in winning the market share in an industry. In addition, differentiation strategy is helpful for an organisation as the organisation makes differentiate their products and services in a price-sensitive way. When the market gets saturated with the products, the organisation takes the differentiation strategy. Moreover, an organisation can take focus strategy in order to set the products for particular one or two target markets (Wagner and Hollenbeck 2014). This focused strategy is appropriate to the small companies in order to avoid the big market players.
Resource-Based view
The Resource-Based View can be defined as an economic tool that an organisation uses to understand the availability of resources. The resources of an organisation help to provide sustainable competitive advantage. The resource-based view provides help in understanding the resources and capability of the organisation. In the first step, the organisation needs to identify the resources and then it could recognise the value of the resources. Values enable the organisation in implementing the strategies that can develop the efficiency and effectiveness of the organisation. Rare is another factor of resources that means such resources are rare to the competitors. Imitability is another factor for the resources and competitors cannot imitate the products or items easily (Lazzarini 2015). Moreover, the organisation needs to make the products non-substitutable using the resources and it may help the organisation to have a competitive advantage.
The organisations assess the current strategy and develop the new ones taking help from the leaders and structured process. Moreover, executing the proposed strategy is very important as unless the strategy is executed, the organisation may not have any productivity. Corporate strategy is related to the innovation and execution that might be related to the participants of leadership. Corporate strategy is taken by the organisations to motivate the employees in order to increase the productivity (Laszlo and Zhexembayeva 2017). In some circumstances, the management of the organisation needs to increase the efficiency of the employees and make the employees loyal towards the management. In this situation, the management body makes a strategic decision as a corporate strategy to make the employees confident with labour efficiency. The corporate strategy of the organisation results to organisational peace, managing culture and broad-based policies. However, business decisions in supply chain and logistics can be impacted. Corporate strategy of the organisation is based on the market positioning and organisation’s management needs to identify the target customers. The application-oriented strategy will help the organisation to have a competitive advantage.
As stated by Taylor et al. (2015), case studies are research method in organisation basis and case study aims to analyse one specific issue in a business environment. However, a case study can be differentiated into three main categories, exploratory, explanatory and descriptive. A case study helps to analyse the data with in-depth analysis and it helps to test whether scientific models and theories have been applied the research. In business research, case study analysis is taken as a secondary research method and case study analysis is helpful in order to make an argument on one question or narrowed down view. In this study, the researcher has been provided understanding on a narrowed down view as corporate strategy and competitive advantage. Moreover, case study proves the fact to test the typical cases on theories. The idea of this subject of corporate strategies of Woolworths and Coles can be analysed through case study method as the whole of the study has been provided on concise form and focus is on the one topic with two variables. Case study results can be analysed through the descriptive form in thematic basis. Use of examples in the narrative method has been helpful to the researcher and some of the numerical data have also been put in the data analysis section in order to increase the validity of the data.
In this study, the researcher has taken Positivism philosophy in order to collect the data as positivism philosophy helps to collect information about any phenomenon in a scientific way. Moreover, the deductive approach has been followed in this study as a huge amount of data has already been available about this topic. The researcher has taken help of the theoretical perspectives and developed the observation through the theory. Moreover, the researcher concluded this with confirmation about the topic.
In this research, the researcher has collected secondary data. Secondary data are second-hand data and these types of data are not raw data. Secondary data are collected from books, journals, websites, articles, government report, annual reports and magazines (Silverman 2016). In this study, the researcher has taken help of secondary data only and most of the information has been collected from journals that are published after 2013 and the researcher has also taken into account of the annual reports of Woolworths and Coles in order to collect the data. Moreover, the researcher has analysed interviews of the leaders of Woolworths and Coles in order to collect the data and in order to link with the literature review section. Moreover, the researcher has taken into account the thematic analysis in order to analyse the data as the researcher has broken the concepts of the variables into five basic themes. As stated by Flick (2015), thematic analysis puts stress on examining, pinpointing and recording all the patterns of data in order to analyse descriptive phenomena. In each of the themes, the researcher has discussed the corporate strategy and competitive advantage. In the secondary data collection, reliability issue is prevalent as the researcher has collected the data from various sources. Moreover, in this study focuses on collecting data only from credible sources.
Theme 1: Corporate strategies of Coles and Woolworths
Corporate strategies of each of the organisations are different as these strategies try to establish business objectives for the organisation. Moreover, corporate strategies of the organisation set up the mission and vision of the organisation. Woolworths puts the customers at first place in the corporate strategy as this organisation believes in building customer-base is the first priority for the organisation. Moreover, Woolworths creates store-led culture and team that can strive for meet the organisation’s objectives. The leaders of the organisation put emphasise on generating sustainable sales momentum in the food section of the organisation. In addition, Woolworths provides stress on evolving the drink business and they are trying to provide value more on drink business that can convince the customers. The CEO, David Banducci, of the business tries to empower the business to pursue strategies in order to deliver the shareholder value. Most importantly, corporate strategy of Woolworths is to become a lean retailer that does its business in the end-to-end process and that can excellence in business systems. In addition, Woolworths tries innovating the offer to the customers including the drink business BWS and Dan Murphy (Lin and Wu 2014).
Figure 1: Strategy is focused on having the customers put on 1st by Woolworths
(Source: Woolworths.com.au 2017)
On the other side, Coles takes the strategy of cost-leadership like the international leader Wal-Mart which takes the strategy of EDLP (Everyday Lowest Price). Coles does not take itself to be a luxury brand and it tries to reach the customers with lower prices. Coles’ strategy to reach the mass market and the business leaders of this company attempts to reach the broad range of customers across various demographics. The corporate strategy of the business gets the parent organisation Wesfarmers and it mainly tries to focus on the freshness of the products with delivering the best quality products.
Theme 2: How Woolworths manages Competitive advantage over Coles
Woolworths tries to build a great team that helps the organisation to have a competitive advantage. Competitive advantage is the factor that can be generated from the external business scenario and also from the resources that the organisation has got. Woolworths provides maximum focus on customers, suppliers of the products and team members. Sales executives of Woolworths are given to training so that they can manage to behave gently with the customers.
Figure 2: Graph of Woolworth’ expenses strategy
(Source: News.com.au 2017)
Team leaders of Woolworths conduct Voice of the Customers programme that provides daily feedback to the sales executives an idea what the customers want from Woolworths. Woolworths always try to enhance the customers’ shopping experience. Last year, Woolworths opened up to the loss of $972 million and it failed in the business in the Masters business (Kim and Mauborgne 2014).
Figure 3: Strategies of Woolworths
(Source: Woolworths.com.au 2017)
Moreover, Woolworths has an excellent communication technique with the customers through various channels like Social media, emails and voice calls. It manages to handle social media platform through Social bakers and it is a proof that Woolworths cares for the customers’ experiences. In New Zealand, the organisation tries to make the Lives of Kiwis a little better through the strategy of obsessed price, love for food, making easy the payment and active local options (Woolworths.com.au 2017). The strategy of Woolworths is simple and it revolves as developing the team, reduces the cost, improving the process, developing a cohesive brand and updating product offering.
Theme 3: Corporate strategies taken by Coles in managing the competition from market leaders
Coles reported in the second quarter of 2017 as its earning has been decreased by 2.7% to $920 million. Not only Coles, Woolworths has been experiencing the declining in the food business and it got down by $120 million.
|
Convenience store sales growth |
+11.1% |
|
More than grocery products on everyday value |
3100 |
|
Awards won in last four years |
More than 500 |
|
Food and liquor sales growth |
5.1% |
|
Coles online sales growth |
24% |
|
Total profit growth |
+4.3% |
|
Exclusive product launch |
More than 100 |
Table 1: Financial Year 2016 highlight of Coles
(Source: Coles.com.au 2017)
Woolworths demanded that the down of revenue was happened because of team training, reinstatement of team payments and store renewal. However, Coles is trying to invest in IT cell as the organisation wants to move on online business and the accounting process through computerised programmes (Gamble and Thompson 2014). Coles takes the corporate strategy of lowering the price and improving the quality. Moreover, Coles tries to underpin the strategy of employees’ behaviour in the stores and the organisation tries to go deeper into a long-term relationship with the stakeholders and most importantly with the suppliers. The corporate strategies of Coles are related to focus on freshness, deliver a better store network, build a great career for employees, simplicity and create a trusted value for the customers. However, Coles experienced a total profit +4.3% and food and liquor sales growth saw almost +5.1%. IT investment of the organisation brought profit for the organisation and online sales of the organisation saw the growth almost 22% (Coles.com.au 2017).
Figure 4: Coles’ strategies
(Source: Coles.com.au 2017)
Theme 4: Future course of actions for Coles and Woolworths
As both of the organisations in the retail sector, Coles and Woolworths both face the completion in the market as other market players are doing good in the industry. Competition comes from Adli, Lidl and IGA. Some of the other small groceries provide lower prices to the customers. In this scenario, corporate strategies are important for both of the organisation and they can provide their focus to create trusted values on an everyday basis. The supermarkets are mainly sales food products and everyday values can improve the sales. Coles already has set up more than 4000 everyday Value lines that highlight the commitment to the customers to lower the cost of the Australians (Cameron et al. 2015). This strategy can provide the real saving to the customers when they get the products at lower prices. Supermarkets face the issue of supply chain management as the suppliers take the upper hand in the supermarket business. Woolworths and Coles need to build stronger supplier partnerships and this strategy can lead to lower the cost of the weekly shop for businesses. This strategy can help to deliver the great products for the customers and Coles has already started the suppliers’ awards.
The corporate strategy of Coles and Woolworths are taken by the leaders and they understand the situation to win back the customers. Coles in maximum times take the strategy of slashing the prices of the products and they also have cut down the products from the shelves. The problem the brand has been facing is the competition. Competition is high in retail as Woolworths, Aldi, IGA and Aldi. Wesfarmers, the parent organisation of Coles takes the strategy of slashing of the prices as the cost leadership is the strategy of the organisation in order to gain maximum customers. Coles has reviewed the market and they have found that one among three customers is not happy with the pricing (News.com.au 2017). Moreover, the threat of new entrant is huge in the Australian market and Woolworths is also under pressure since the entry of chain of Aldi in supermarkets. Cost leadership strategy is helpful for the organisation as impending new entrants will not overshadow the company in prices. The corporate strategy of the organisation involves in creating the purpose and scope of the activities of the organisation. Corporate strategy of the organisation is set by the leaders and business leaders to check the attractiveness of the industry before they make the corporate strategy of the organisation (Wu et al. 2015). However, Coles has been facing the issues of too many discounts and questionable ethics in the workplace. Coles is facing the issues of hearing the customers’ voice and Coles lacks in best practices benchmarking. However, Coles has been facing the problems in evaluating the new market and to determine expansion potential. Coles is a subsidiary company and it is older than Woolworths in the market, however, the parenting strategy from corporate level of Coles cannot exceed the Woolworths. Coles is not meeting the objectives of the business as done in the corporate strategy as the competitive advantage cannot be gained and the organisation aims to create trusted values for the customers. Coles tried to build stronger supplier partnerships that would help the organisation to gain the competitive advantage. Resources of the Coles are valuable and the organisation has not expanded the market in launching new ranges of products. Hence, the sustainable future of the organisation cannot be achieved. The resources of the organisation must be non-substitutable and it provides a completive advantage. In this regard, Woolworths is trying to achieve new channels in business by focussing food productions and liquor.
Both the companies have their corporate strategies in running the companies and the competition in the market is high as both numbers of competitors in the market are high. Otherwise, the vision of the organisation in long run may need to change. Strategy refers to meet the objectives and basic requirement of the firm in changing environment is to achieve the competitive advantage. In light of this, corporate strategy creates budgetary changes for the organisation and finance department of the organisation faces issues while making the budget for the organisation. The leaders of businesses try to make maximum synchrony and harmony in order to run smoothly for the organisations. Both the supermarket’s organisation has been facing the issues of financial underperformance and reason because of possibly the competition. Both the organisations can foster the innovation through support the small business organisation with using the market-leading technologies.
Conclusions and Recommendations
Conclusion
In the Australian supermarket’s industry, Coles has been facing fierce completion from Woolworths and Aldi. Coles faces issues to maintain the momentum in the business and the resurgent of Woolworths in the market creates issue graver for the business. German Supermarket Company Aldi supermarket is giving a huge discount in the stores of Australia that creates blow in the market. Moreover, earning of parent company Wesfarmers saw the growth of revenue 22%, whereas Coles saw the decline in the profit percent to 13.5. Woolworths and Coles both try to expand their businesses in food and liquor sector and Coles observed the growth of only one percent in food and liquor. The situation is getting very competitive in the supermarket industry and both Woolworths and Coles try to invest in service, values and better qualities. Moreover, Coles tries to focus mainly the freshness of the products with a partnership among the suppliers and customers. The corporate strategy of Woolworths mainly focuses on a customer-led strategy that they can expect the sustainable growth in business. Corporate strategy of the business is to meet the objectives along with the mission statement. Corporate leaders of the business set up the plan that focuses advanced analytics for customer insight. In the recent time, the customers’ insight is needed to understand and the supermarket sector can use the advanced analytics prior set the corporate strategy. Corporate strategy of the business is based on the short-term advantage and long-term profit for the business. CEO and board of directors of the business can take considerable work to transform the condition of the business through giving the lower price. The organisations try to exit from the unprofitable categories and try to sourcing through corporate strategy. It is needed to discuss with all-level of employees in order to improve the pricing strategy and improve the merchandising. Corporate strategies of the organisations are all customer-driven and the organisations are providing offers and discounts in order to have the retention. Moreover, employees are given to rewards in order to motivate them to increase the target cell. Woolworths and Coles correlate the customers’ shopping and they try to understand the consumers’ needs. Most importantly, in order to solve the financial issue, the organisation needs to be bold in extending into new channels and services like financial services, online services and customer-centric offerings.
Recommendations are given for both Woolworths and Coles so that they can improve the corporate strategy and develop the competitive advantage for the business. Woolworths has the largest market share of 36.3% and Coles stands second in the market with 33% of market share.
Identify Core Competencies and Refocus
The choice of the strategic option for the business of both Woolworths and Coles need to identify the drivers of the corporate strategy. Supermarket organisations can take core competencies as one of the major drivers of corporate strategy. Woolworths and Coles must have planned in terms of next five years. Woolworths has its top market position in Australia, hence, it can check the core competencies for the evolutionary step. The corporate strategy of Woolworths should be about the market dominance. The organisation can diversify the business and expand its business to cover up the market share for next five years at least. However, Coles is at the second place in the business and they need to identify the core competencies and they can eliminate the non-core diversification from the business. The major rule of any firm to have the corporate strategies like vertical integration, diversification, product development and market entry, however, Coles should the strategy that can complement and supplement the core competencies. Therefore, it is needed to refocus the strategy of Coles and follow only the core competencies.
Professional Development With Customer Value
In the supermarket, the sales executives who work within the outlets do not have enough knowledge. In order to engage the employees to customers and gain the competitive advantage, professional development of the employees is needed. Woolworths takes this seriously and they engage the employees for on-the-job training, however, Coles can start this professional development strategy for the employees at all levels. Coles has been focussing in diversify the team in a workplace as the customers come from different backgrounds. Coles can start the professional development of the team members with customers’ focus in order to achieve perfect shopping environment and safe working culture.
Shelf-Life Management and Grocery Analytic Solution
In-house departments of Coles and Woolworths, there are dairy products, meat, vegetables, seafood and bakery. In this section, the organisation needs to plan inventory by understanding demand patterns of the customers. The organisations need to use forecasting tool like Shelf-Life Management and the tools will focus on replacement of the products. These types of tools used for sales and store traffic, local events and based on seasonality and holidays. Grocery analytics solution tools can use advanced grocery landscape within Woolworths and Coles to understand the nuances and methods of the grocery business.
Differentiate Products and Services
Economic recession and shift from fundamental consumer needs have generated to change in retail business. The supermarket’s organisations try to differentiate the products and services to gain the competitive advantage. Coles and Woolworths can differentiate the services they offer as the same products are offering by all supermarkets. Coles has differentiated the business by offering travel website (Flybuys). Launching of the online standalone store, launching new delivery option can increase the organisation’s profitability. Woolworths needs to differentiate the business apart from food, groceries and liquor to some other businesses.
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