Coles: Introduction, Strategy & SHRM recommendations



Introduction3

Discussion3

Brief Overview of Coles3

Coles' Corporate/Business Strategy4

Aim & Scope5

Methodology6

Limitation of Methodology6

SWOT Analysis7

Strategic Performance Appraisal System8

Strategic Human Resource Development10

Figure 2: Strategic HRD (source: Emeraldinsight)11

Strategic Reward Systems11

Conclusion12

References13

Coles: Introduction, Strategy & SHRM recommendations

Introduction

The business world has become highly competitive. Every organisation strives to develop efficient business & management strategies, in order to sustain their businesses. This assignment presents the case of a popular Australian supermarket, Coles Inc. The assignment examines the corporate strategy of Coles. Subsequently, the SWOT analysis is performed to convey the strengths & weaknesses of the business. The assignment indicates the human resource practices in the light of the available literature. The write up focuses analysis of the three human resource functions: strategic performance appraisal, strategic human resource development, and strategic reward systems. In the concluding part, the paper outlines recommendations for supporting Cole's strategic objectives. In order to gain literature support, the paper explores the scholarly & academic resources.

Discussion

Brief Overview of Coles

Wesfarmers Ltd is a corporation which owns a list of diverse businesses. The corporation owns the Coles supermarkets. In 1914, the company began its operations in Australia. In 1960, George Coles inaugurated the first Coles supermarket in Melbourne. In a short time, the retail business grew to other cities of Australia. One can find Coles supermarket in nearly every major city. Coles supermarkets have over 100,000 employees. In a single week, Coles process at least eighteen million transactions. The company falls in the list of one of the largest employers of Australia. The company has been able to establish a dominant name in food retailing business (www.coles.com.au). Over 90 years of experience, Coles manage to sustain the leading supermarket for Australian shoppers. Deloitte (2012) recorded Coles' economic contribution. The report concluded that Coles contribution is equal to that of Television or film industry. It economic contribution is larger than that of the Australian airports (Deloitte, 2012). In the year 2011, the company generated revenue of 32 billion AUS Dollars. There are 792 full service supermarkets. Also, the company has 792 liquor stores, operated through three different brands (Liquor land, 1st Choice Liquor Superstore & Vintage cellars).

In the succeeding section, the discussion documents Coles strategy for ensuring continual business.

Coles' Corporate/Business Strategy

According to Coles Business report (2011), Coles deals with food, liquor & convenience retailing. The organisation operates through multiple brand names such as Coles Express, Liquor land, Coles & Bi-lo supermarkets etc. Hingley et al (2008) discussed the business strategy employed by fresh produce business. The research indicated that retailers focus their attention to Porter's generic strategies. They employ product differentiation or low price strategy, in order to secure their competitive edge. Low price strategy integrated well into the supermarket business. It is because this retailing business earns from the everyday fresh supply of the local as well as international convenience products. Upon examining Coles business strategy, one can comprehend “low price” is a primary part of their business strategy. Consumers want reasonable price for the everyday goods including food items, liquor ...