Coles Vs Woolworths Essay

Coles and Woolworths exhibit similar characteristics in mass marketing. With both supermarkets operating competitively and dominating the supermarket industry, with a combined market share of 80%, it can be said that both businesses owe their extreme success to their strategies incorporated in viewing the marketplace as large and homogenous, and thus provide one market mix strategy (Elliot, 2013). Coles and Woolworths are both alike, in the sense that they appeal to a large variety of audiences and thus, offer an undifferentiated approach to marketing. Coles and Woolworths are illustrations of businesses which operate predominately in focusing on high sales and low prices that aims to provide consumers with products that will appeal to the …show more content…
Woolworths maintains a similar price to other supermarkets in the market, and offer constant promotions and loyalty schemes for customers. Woolworths operate over 1000 stores Australia-wide, demonstrating that they appeal to a mass market, with products, prices, location and promotions on offer to consumers Australia-wide (MBA Skool-Study.Learn.Share (2018). Correspondingly, Coles provides similar strategies in terms of Mass marketing as like Woolworths, Coles offers fresh food, groceries and general merchandise. There is a similarity in price as well, as both Coles and Woolworths offer customers lower prices while at the same time providing a high quality of products. Coles also possess 801 supermarkets which are scattered around Australia, thus proving that the emphasis on location validates that the company operates towards a mass market (MBA Skool-Study.Learn.Share