Coles' Essay On Farmer And Retailer Initiative In Asia.

Project Description and Objectives

As a team between 5-7 team members, you will develop and write a Business Case for a new international business initiative. Please note that company/ organisation is selected by you or by your lecturer, and subsequently is approved by your lecturer.

The selected company/ organisation and your unique business idea must encompass business initiatives/projects or community based activities or partnerships, etc. that will enhance its immediate or longer term business performance and profitability. Furthermore, your unique business idea for the business case must enhance company/ organisation corporate image as a socially responsible citizen. In addition, the selected organisation must be large enough to have a comprehensive public website and information base (including public access to annual and other financial and non-financial reports), as well as being large enough to support a diverse range of activities.

The focus of your business case and presentation is on justifying the merit and viability of your business case and making a sales pitch to internal funding authorities. You should assume your organisation has allocated a total ‘pool’ of $5m in seed funding for these projects and expects to fund several projects out of the $5m. You are in competition with the other teams for a share of this funding and the senior management will decide how many projects can be funded depending on the merit of the business case and the funding required. It is expected most business cases would require seed funding in the range of $250,000 to $1m. The seed-funding is only available for up to three (3) years and projects requiring more than $1m need to be approved by your lecturer.

You will discuss the nature of the business case in seminar activities,

but it is important that your business case has the following characteristics:

1. It must be an example for which your team can reasonably research and develop a business caseand ultimately develop a detailed project management plan to implement it. Thus, your business case needs to very clearly defined and quite specific. It needs to be large enough to require significant resources (people and physical resources) and yet not so large or technical to be beyond the capacity of your team to develop a detailed management plan to implement it. For example, any business case that involve design and manufacturing of new products should be considered carefully as to whether there is enough knowledge and expertise in the team to be able to research what is needed to work out the detailed planning and costing information needed to implement the design and manufacturing of a new product.

2. It must be an international business initiative which must have an Asian focus. It must crossinternational borders between Australia and Asia or between two Asian countries or between Asia and the rest of the world. This could include:

• Business expansion from one country to another
• Exporting or importing a new product or service from one country to another
• Modification to an existing service/product offered from one to another country
• Taking an existing service or product to a new market overseas
• Multi-stage development of a new product or service across more than one country
• Organising a business or CSR related event in another country
• International partnership or joint venture opportunity

3. It must be the business case which is in-line with the mission and objectives of your organisation and will improve the short or long term bottom line of the business. It must also have an element of CorporateSocial Responsibility (CSR). Thus, it must be expected to make a positive contribution to the chosen organisation’s profit and its image as a responsible corporate citizen by having at least an element of the venture that is in some way good for the community, employees and/or the environment.

4. Your TEAMis assumed to be part of your nominated organisation. All of your business case team are assumed to be existing graduate “employees” of that organisation, and the cost of employing each member of your team on at least a part time basis is one of the costs to be included in the budget for your project. Your business case needs to demonstrate that the case is in-line with mission and objectives of your organisation and will be potentially good for the business.

1. Research the background of your selected organisation and the nature of its business and itsmission and objectives and its current operations and its business and CSR activities.

2. Review the organisation’s website and, where available, the annual report and press reports tounderstand the nature and diversity of its business activities and to see how it already discharges its corporate social responsibilities.

3. Researching for the selected countries that include cultural norms, custom and perceptions, laws,international business reputation, potential risks, government initiatives, political environment, economic environment and free trade agreements.

4. Source and evaluate ideas for your initiative by reading literature on corporate social responsibilityand by researching to find examples of similar activities already being undertaken by your organisation, its competitors, or even by other organisations in different industries.

5. Conduct research using academic texts, databases, and relevant government, community, or business based websites into entrepreneurship, business development or corporate social responsibility. This may provide further ideas and information.

6. Research more widely to try to identify possible products, services or community projects which maybe appropriate. For example you could do one or more of the following:

• Look for innovative ventures, services, products or events responding to changing demographics or other local or international trends;
• Analyse current or future changes in customer desires and preferences, concerns about climate change, energy costs and availability, ethical, social or cultural issues, etc.
• Conduct a survey, interview organisation managers, industry experts, community leaders, suppliers, etc.

Date: 02/10/2018

Dear Madam,

We [name of the team] have prepared a project plan with respect to the project of the Farmer and Retailer Initiative by the Coles organization in certain selected Asian countries. Through this project, we as a team want to ensure that the standard of living of the farmers and local retailers in Asia improves. After the project will be finalized, the report will be then given to the different Board Members and they will see to it that the different aspects of the project are managed and assessed well.

Our group comprises of seven members and all these members have contributed quite well to the project plan and the most important aspects of group is that the team is qualified and for the project we were provided with a seed funding of 2 million and a span of five years. It was in that time frame that the business has decided to achieve the CSR objectives. It is our confidence that the project will be successfully able to achieve the needs of the Board of Directors. Moreover, in case you have any questions please call us at 928292020. We look forward to meeting you and discussing the further scope of the project.

Note: The report is a confidential report and is useful for the Board members of Coles. If the reports will be misused then, this shall be dealt with seriously and a he penalty will be paid in this respect.

With Regards,

Name of the Team

The business opportunity which has been identified seeks to help the local farmers as well retailers to seek a refuge under the brand name of Coles and to ensure that they are able to combat against the local as well as international competition as present in the respective companies. The business environment has become highly competitive in nature and it is due to this reason that the main parties at a loss are specially the local farmers who due to the low bargaining powers are required to succumb under the bigger brands and are thereby forced to sell their goods at a lower cost than the actual market rate. Moreover, with the help of this initiative the organization also seeks to help the local retailers who have been bearing a loss since the inception of the larger super markets and grocery shops (Eskerod  and Jepsen 2016). Earlier, the local retailers were the only source of purchase for the consumers however, with the advent of technological applications which have made shopping easier and the large supermarkets who take advantage of the economies of scale and sell the products at a much lower cost than what these local sellers can afford.

This initiative will act as a support to these two parties and allow them to stabilize their business and their income by taking them under the Coles Brand name by allowing them to directly sell their goods to the different consumers and ensure long term success. The main focus of the company shall be in the Asian countries with regions like India, Indonesia, Nepal, Bhutan and Myanmar. These countries re the developing countries and this is the reason why Coles feels that if they are able to help the different businesses here, it can greatly benefit the economy of the region without compromising with the quality check as the entire stock will be checked and reviewed by Coles. Moreover, it shall also contribute towards the CSR activities of the organization at large.

Key Characteristics of the Business Case

The Coles Supermarkets Australia Pty Ltd. Which originally trades as Coles can be described an Australian supermarket and consumer services chain which tends to trade primarily in Australia. The chain is headquartered in Melbourne and owned by the conglomerate Wesfarmers. The company was found in the year 1914 and at present operates around 807 supermarkets in the country and has employed over 100000 employees. The brand has also formed a monopoly with Woolworths and thereby accounts for more than 80 per cent of the Australia supermarkets. The Coles supermarkets has also come up with an online store whereby the firm provides a click and collect service to the different consumers. Recently, the Coles is going through a $20 billion demerger from the Wesfarmers which is expected to be complete in November 2018.

Coles being a large company tends to take its Corporate Social Responsibility quite seriously and ensures that it engages in services as well as activities which are beneficial for the long term of the organization. They conduct CSR in almost all the functions and department of the organization. The different areas where their CSR extends comprises of areas like environment, ethicality, quality standards for the private labels, trolleys for the disabled children recycling of the plastic bags, sustainable sourcing choices, developing disabled friendly websites and catalogues, associating with the local farmers and other charities like the Red Kite, Second Bite and Cancer council. The brand has a sustainability team which tends to ensure that it is looking after the different aspects like that of the environment and community welfare. Cole’s activities tends to leave a massive impact on the community by sourcing responsible seafood, engaging in fair trade and other massive community services.

The given opportunity by Coles can be quite successful in nature as the economic conditions of the different local retailers and farmers in the Asian countries are very poor in nature and thus if Coles tends to engage in these opportunities, it will be able to successfully able to achieve economic success for the state and also ensure that the given activity will be beneficial for the company at large and aligns with the objectives of the firm.

The business opportunity which has been identified seeks to help the local farmers as well retailers to seek a refuge under the brand name of Coles and to ensure that they are able to combat against the local as well as international competition as present in the respective companies. The business environment has become highly competitive in nature and it is due to this reason that the main parties at a loss are specially the local farmers and the retailers. This initiative will act as a support to these two parties and allow them to stabilize their business and their income by taking them under the Coles Brand name by allowing them to directly sell their goods to the different consumers and ensure long term success. The main focus of the company shall be in the Asian countries with regions like India, Indonesia, Nepal, Bhutan and Myanmar

Organizational Background

The primary aim of the Coles organization is to help the poor people in Asia and assist them to gain access to the latest technologies which are available with the supermarkets which will thereby go a long way in ensuring that that these local retailers and farmers tend to have all the latest strategies and technologies which can thereby assist them in gaining a larger revenue share and a better standard of living for their generations. Hence, Coles will be educating the different parties and support them so that they are able to fulfil their overall objectives.  The Coles is an Australian Supermarket, however, it conducts itself into various activities in the field of Corporate Social Responsibility. Hence, through this, the organization aims to educate around 1000 farmer groups in the different regions like India and other related countries. The project will take place in 2019 and the project aims to continue till the year 2023. Along with this the different employees will also be provided with vocal training and other activities to create a social impact and to ensure that the organization is able to achieve its objectives.

The different farmers in Asia are going through a very difficult phase due to their debts and primarily because they are succumbing to the pressure which is placed upon it by the government and other international as well as national competitors which tend to sell the goods at considerably lower prices and thereby ensure that these retailers and farmers undergo a loss. Hence, Coles believe that along with a similar focus of it in Australia, it needs to now focus on Asia which will then allow the firm to engage in an extensive base of CSR activities and then assist the company by portraying it as a successful company which is not only aware of its social objectives but business as well. Hence, the business case provides an effective set of support to the efforts of the Coles Supermarkets who want to attain success and gain a competitive advantage in the Asian grocery market.  Moreover, through aligning its main focus, Coles can expand its horizons and expand in other markets as well.

The market analysis section will be analyzing the nature of the industry, the competition prevailing in the industry, the market segmentation, the way Coles will be required to approach the market and the customers and suppliers involved.

Nature of the Industry

The global grocery retail market has been performing quite well and at present it has been estimated that this will contribute to around $2.7 trillion to sales 2022. It has been predicted that the Grocery market will be dominated by Asia and that the primary reason why the grocery market of Asia has been performing well is because of the rising population and the increased spending as incurred by each shopper in the designated market. It is estimated that the total sales incurred by the grocery sector in the globe will be contribute around 50% by the Asian customers. Hence, it is understood that the Asian Grocery market will contribute around $1.2 trillion which is more than the other countries of Latin America, Europe and Africa. Hence, the CAGR of the country is around 6.6%.

Initiative Strategy

Competition

There are various supermarkets as present in Asia and these are supermarkets like Big Bazaar, Spencer’s, Watsons, RT-mart, City Super, Metro Cash and Carry, More supermarkets and others.

Market segmentation

The market segmentation of the initiatives as taken by Coles will be as follows:

• The primary market targeted will be the local farmers as present in these countries. The farmers produce the local food and often sell it to the secondary market or to the supermarkets at prices which are lower than the actual market price. Hence, Coles wants to improve their position in the market and ensure that they are successfully provided with the correct prices in the present industry which would thereby ensure that these farmers have a better living.
• The second market which is targeted by the organization is the local retailers. These retailers tend to form an essential part of the Asian grocery industry, however due to the presence of the International competition they are unable to generate adequate sales and revenue for them. Hence, in order to ensure their prosperity, the supermarkets will make a direct contact with them and allow them to sell goods under their brand name and get an adequate return.

Manner to approach the market

The manner in which the Asian market of the specific countries will be approach will be done by making use of adequate market research into the local farming segments and local retailers. The company will be assigning local teams to approach these people door to door and present them with an offer or to find their views on the same. Moreover, they will be funding all costs which are associated with funding these people and groups to learn the standards of Coles.

Customers

The customers shall be the regular consumer market which actually purchases the products from the various supermarkets and stores. However, as the brand name of Coles will be associated with the local stores and the farmers, the customers can avail these offers directly with the Australian brands.

Suppliers

The suppliers of the goods sold will be the direct manufacturers and in case of the vegetables fruits and other grains, the local retailers and farmers will be targeted.

Future Trends

The future trends of the Asian market can be stated as follows:

1. The retailers have been boosting their business and investing in new stores. The number of stores opened each year have been increasing considerably and there has been a high peal in the level of activities in these countries.
2. The promotional activities as taken up by the different retailers has been heating up the different markets and the retailers have been using certain aggressive promotional as well as lowered pricing strategies which can have a great impact on the future of the business (com. 2018).
3. The online e-commerce activities have also been increasing considerably and hence, due to this reason, it thereby becomes very important to ensure that these retailers as well as farmers are assisted with an access to the foreign countries.
4. The competition among the top tiered retailers has increased considerably and this has led to the sense of increased pressure as present in the different markets.  Moreover, the condition of the Asian supermarkets and retail industry can be described as quite similar in nature to the Australian market whereby the top five retails will be accounting for 80% of the market share.

The SWOT Analysis can be rightfully described as a useful tool which can be used to analyze the different Strengths, Weaknesses, Opportunities and Threats which can be faced by any initiative.

The different strengths which are present in the particular Business initiative by Coles can be given as follows:

• The initiative will assist in improving the corporate social responsibilities of the firm and shall contribute towards ensuring that the particular idea is quite successful and that Coles will be successfully able to gain a larger market share.
• The initiative shall benefit the local farmers and the other retailers in supporting their business and ensuring their wellbeing.
• This initiative shall mark the entrance of the Coles in the Asian market (Rothaermel 2015).
• Another strength of the initiative is that it will be wholly supported by the government as well.

• The primary weakness of the business initiative is that it lacks the experience. Although Coles has engaged itself in a large number of business activities and other CSR activities, however, it has not been able to successfully ensure success in the Asian market.
• Moreover, it might face certain resistance from the farmers and other retailers as Coles is an Australian brand and hence, the general target market may have a certain number of trust issues with respect to them.

The different opportunities as exposed to the Business Initiative can be underlined as follows:

• The large geographical region of the Asian countries.
• The growing retail market
• The increase in the plight of the Asian farmers and local retailers (Robson 2015)

The different threats as faced by the Coles Initiative can be stated to be as follows:

• The threat of competition: There are several large players as present in the market and hence, due to this fact, the company can then face a large amount of competition from the different large retailers
• The government intervention: The government of these countries might intervene and then this might lead to a problem with the organization in the long run.

Key issues

Hence, with respect to the given business initiatives the following key issues could arise:

1. Government intervention
2. Competition
3. Restraint from the targeted farmers and local retailers

The PESTLE Analysis is a useful tool which goes a long way in ensuring that the different aspects of the external environment are identified and hence, appropriate strategies can be formed accordingly. Hence, the given section will be discussing the different elements of the PESTLE Analysis of the Asian market. The factors are as follows:

Political

The Asian countries are one of the most powerful countries in the globe in terms of the population. There exists a presence of large democracies and the political environment can be stated to be quite stable. The countries of India, Nepal, Myanmar, Sri Lanka and others tend to elect their political power regularly and there exists a secular environment (Hitt and Duane Ireland 2017). The investment environment of the countries are quite conducive and attract large investment. However, the state of corruption in these countries are quite high.

Economic factors

The GDP of some of the countries in Asia for instance, India is quite high and worth $2.4 trillion. Which makes it one of the strongest economies in the globe. It is expected that the GDP of the country will grow considerably in the future and that this makes the choice of the country appropriate. The tax regimes in the countries are also appropriate and there exists a high presence of industries. The economic power of each individual has also been increasing considerably whereby the gold silver, electronic goods and other aspects are being imported on a daily basis.

Target Countries and Beneficiaries

Social factors

The Asian countries have a gigantic consumer market and the population in numbers is also considerably high. Hence, there exists a large number of multinationals who want to invest in the country (Martinelli and Milosevic 2016). Another reason why the multinationals consider Asia to be a viable target is because the labor force is large and cheap. Moreover, the Asian countries are multi lingual and multi religious countries whereby the communal harmony is high.

Technological factors

The Asian countries as chosen have become highly technologically advanced and there exists a large number of technology giants like Facebook, Microsoft and Apple in the country. Moreover, the country is considered to be a key destination for the work outsource on Information Technology.  There exists a large number of highly skilled IT workers and the opportunities for the IT work in the industry is quite high. Hence, there exists various opportunities for various entrepreneurs and other parties.

Environmental factors

Although the Asian countries have progressed considerably over the last few years, there still exists a large scope for improvement and environmental challenges like air pollution, water pollution, floods, and depletion of resources and loss of biodiversity. Hence, this may make the life of expatriates quite difficult under these environmental challenges (Hill, Jones and Schilling 2014).

Legal factors

The legal factors can be described as the legislative laws and other related regulations which have to be adjusted in the organization. Depending upon the scope of these businesses the foreign investors can easily set up different companies, branches and other related subsidies in order to ensure success. Laws of Insurance, Disputes, Maternity benefit and other Bonus acts are very popular.

The different Logistics and operational issues that might arise in the following scenario are as follows:

• Gathering of the farmers and retailers
• Setting up the Coles stores
• Ensuring successful supply of goods
• Finding adequate man power to form a link between the stores and the farmers

	The positive result which will be achieved from the specific project and the goodwill of the business.	Providing adequate funds and other related support which shall allow this project to be successful in the long run.	If positive results are not achieved, the business might come to a halt.	To review the project reports of the project initiative continuously in order to ensure success in the long run of the business.
	All the rules and regulations are followed and the economy of the country flourishes	The permission in order to carry out the specific project.	If there exists any breach of rules and related regulations, the government might hold the project.	Ensuring that the regulations and legislatives are followed by the business successfully.
	Good market value and the return on investment	More investment and funds in order to ensure successful completion of the project.	If the market value and success rate of the business becomes comparatively low then the business might not be able to achieve success in the long run.	Understanding the project through regular reports and receiving good dividends.
	Success of the specific project and target result	Contribution from each of the members so as to achieve the organizational goals successfully.	If the staff do not like the working conditions and they feel demotivated then the project may come to a halt	Providing them with incentives and bonuses.
	Benefits of the goods received from the project.	Concentrate on the offerings and initiate the project	Can find the new store concept difficult.	Making the project easier for them and assisting them in understanding the entire procedure at large.
	The farmers are the primary beneficiaries as they will get good returns and a larger consumer base.	To form an alliance with the company in order to ensure success in the long run.	If they are unwilling to associate with the company it may cause a problem for the organization at large	Provide them adequate decision making power as well as good prices.
	The retailers will also be benefitting adequately from this initiative.	To an alliance with the company in order to ensure success in the long run.	If they are unwilling to associate with the company it may cause a problem for the organization at large	Provide them adequate decision making power as well as good prices.
	The success of the project will bring about the welfare of the managers in their career.	To support the firm in all its endeavors.	If they lead in a poor manner, the project might fail.	Forming positive and strategic relationships with the management
	The community will benefit as the society will prosper.	To support the business initiative and to ensure that the firm attains success in the long run.	If there are environmental issues then there might be a problem with respect to the organization	They should be appreciated.

Some of the stakeholder’s analysis given below:

The CEO forms the most integral part of the company and is an internal stakeholder of the project. The CEO possesses the power to lead the project and it is only after the approval of the CEO that the organization can ensure success.

The government can be described as an external stakeholder for the project and for this reason, the government has certain rules as well as regulations which are important to implement for the success (Harrison and Lock  2017). Any project in order to be successful must have the agreement of the political party and regulations of the regions.

The shareholders of Coles also form an integral stakeholder of the organization and it is due to their considerable efforts and investments made into the organization, that the firm is successfully able to gain the adequate capital for the firm at large. Hence, they expect a good return on investment in the organization.

The farmers and the local retailers form an integral part of the organization and assist the business in running the project well. Hence, their stake is crucial.

In order to manage any business or to ensure that the project is successful in the long run it is very important for any organization to ensure that they are successfully able to gather adequate Resources on a daily basis. Hence, for Coles` initiative in the Asian markets it is very important to ensure that they list down certain resources necessary for their work (Fleming and Koppelman 2016). The two main types of resources comprise of Physical resources and the Human Resources.

The human resources generally relate to the employees. The employees who are hired in an organization need to be quite skilled and smart in order to assist the business in achieving its objectives. Along with certain Australian executives the initiative will require the local people of India, Bhutan, Nepal and Myanmar. The following group of people will be hired.

Job Position	No. of people	Employment status	Time period	Salary ( AUD $)	Source
Financial Manager	1	Full time	5 years	37,000 yearly	https://www.numbeo.com/cost-of-living/country_price_rankings?itemId=105 https://seasia.co/2017/10/27/countries-that-have-the-highest-paid-employees-in-asia-pacific https://www.financialexpress.com/photos/business-gallery/1025206/10-countries-with-lowest-salary-expectations-no-pakistan-in-the-list-check-where-india-china-rank/ https://www.statista.com/statistics/557684/asia-pacific-countries-with-the-highest-average-wage/ https://www.indeed.com/q-Salary-in-Asia-jobs.html https://checkinprice.com/minimum-salaries-in-southeast-asia/
Marketing Manager	1	Full time	5 years	30,000 yearly
Operational  Head	5	Full time	5 years	152,000 yearly
Assistant Manager (Supervisor)	3	Full time	5 years	78,000 yearly
Labor Cost	29	Full time	5 years	29,000 yearly
IT Professional	1	Casual	-	15000

Physical resources are tangible objects that help a business to run smoothly. These resources help to accelerate our works in an efficient manner. For our project we have chosen following physical resources:

Job  Position	Total cost (yearly) AUD $	Source
Farmers expenses	5000	https://www.expatistan.com/cost-of-living/index/asia https://www.numbeo.com/cost-of-living/rankings_by_country.jsp?title=2018&region=142 https://www.indietraveller.co/southeast-asia-cost-of-travel/ https://www.mansionglobal.com/articles/asian-countries-dominate-list-of-most-expensive-cities-57481 https://www.tripsavvy.com/cost-of-travel-in-asia-1458577 https://www.cnbc.com/2018/06/26/worlds-most-expensive-cities-for-expats-hong-kong-tops-cost-of-livin.html
Retailers expenses	2000
Stores	3000
Office space	2000
Computers	1500
Vehicles	18000
Mobile Phones	1200
Furniture	1200
Fire Extinguisher	300
Stationery & Office Supplies	1000
Other hidden expenses	2000

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