In August 2016, The Age published an article outlining yet another twist in Coles’ strategy. The intention, this time, is to reduce the supermarket’s product range by 15%, to “drive the efficiency of the business to fund grocery price cuts and safeguard its market share.”
The notion of reducing the merchandise offer to protect market share sounds strange. But, the strategy problem at Coles runs deeper than that. Let me take you on a short trip down memory lane.