Coles and Woolworths are the two leading super market rival in Australia with the holding of almost 80 per cent of the retail market. Mostly capturing the market of the daily use food products like vegetables, meat, milk and so on the Woolworths captures almost 43% and the Coles Captures around 37% of this with some rivals like German company Aldi and IGA. Australian supermarkets are the most concentrated super markets in the world. Where there are only two big players. Coles and Woolworths in Australian super markets together create an oligopoly market structure which means there is no perfect competition between these two. These two fulfil the condition of oligopoly as these are the big firm capturing almost whole of the market. Product