Merrill's view is that a false dawn is looming over the supermarket chain, whereby Wesfarmers will score some quick wins - such as improved sales growth, higher profits from cutting costs - but that a more sustained performance, like the one produced at rival Woolies, will take that much longer. "We believe Wesfarmers will ultimately get Coles right," says Merrill in its latest note to clients. "The business has too strong a brand name and too strong a suite of sites not to. "However, it is likely to take a long time as Coles has been a business that has not been run well for at least eight to 10 years. And Wesfarmers has paid a very full price".