Looking Beyond the Boundaries - A Strategy to Gain Competitive Advantage for the Coles Group of Australia

15 Pages Posted: 23 Oct 2007

See all articles by Aruna Kulatunga

Aruna Kulatunga

Monash Business School; Comunicamos.EU

Date Written: October 2007

Abstract

The Coles Group of Australia has allowed its competitive advantage to slip away to rival Woolworth by failing to differentiate its core strategies and by failing to articulate well the strategies that could have been differentiated. In a bid to gain competitive advantage, this report suggests that the Coles Group should look beyond the company boundaries, extending its value chain to suppliers, partners and customers in a seamless manner, employ process like Total Quality Management and Business Process Reengineering in extending the value chain, bedded in a well structured change management programme and look towards globalisation and franchising along with such counter-intuitive, yet innovative, location strategies such as competitive clustering and saturation marketing to regain its competitive advantage.

Keywords: Competition, coopetition, colloboration, strategy, competitive advantage, BPO, Business Process Reengineering, Value Chain, Change Management, Globalisation, Innovation, competitive clustering, saturation marketing

JEL Classification: A12,D11,D21,D40,D61,D70,D91,E20,L12,L13,L15,L21

Suggested Citation

Kulatunga, Aruna and Kulatunga, Aruna, Looking Beyond the Boundaries - A Strategy to Gain Competitive Advantage for the Coles Group of Australia (October 2007). Available at SSRN: https://ssrn.com/abstract=1023842 or http://dx.doi.org/10.2139/ssrn.1023842

Aruna Kulatunga (Contact Author)

Comunicamos.EU ( email )

Calle Camplona, 1, 2°B
El Espinardo, Murcia 30100
Spain

Monash Business School ( email )

Wellington Road
Clayton, Victoria 3168
Australia

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