INTRODUCTION Sainsbury group plc is the largest retail super market chain of UK. The company deals in clothing, home ware, garden and groceries which helps them in gaining synergy (Masic, and Yeomans, 2017). This report will highlight about merger of Sainsbury with Asda stores. They both are operating in same industry that is retail. Also, they both are competitors by strategy of merging they able to work together for attaining success and profitability. This report will analyse external as well as internal factors. Also, this will lay emphasis on strategic evaluation through SAF model. QUESTION 1 : External analysis PESTLE Analysis Political factors Debt on government– In UK, the debt rate on customers as well as government is very high. There is a high threat of customers which directly impacts on conditions of business. The Sainsbury group plc for keeping their business continually undertake these market conditions. Brexit– In the year 2016, Britain has voted for leaving European union (EU). The political and economic conditions both were impacted on many businesses including Sainsbury. After Brexit, there is an opportunity for company for their business expansion but due to decline in spending power of company the outcomes were not matching with the expectations. Economic factors High inflation and unemployment–The economic factors affects a lot to retail sector in UK. The product demand of Sainsbury declines due to rise in unemployment which lead to decline in production of food. Thus, it is an opportunity for company like Sainsbury to expand their business in emerging markets. Decline of monetary value– After Brexit, the value of pound sterling lowers down against dollar (Hopkin, 2018). This impact a huge threat of financial uncertainty for hiking up price of dollar by takeover of Argos with Sainsbury. Socio cultural factors Cook and Save –The increase in trend of women work force prevails an opportunity for Sainsbury group to market their easy to cook products. The company promotes their products by a marketing tag line “Cook and Save”. These products provide costumer convenient in cooking as well as budget friendly. 2
Online sales– The retail supermarket company Sainsbury group plc is following the trend of online sales to supply their products to the final customer through official websites. But there is a threat to company as there is increase in cyber crimes which affects their sales from the fraudulent activities. Technological factors Digital services –Sainsbury is adopting in the phase of digital revolution by operating their business through online shopping site & click and collect service. Capturing the opportunity of recent trend of digitalisation company is attaining success over 80% and also there orders after application of digital gadgets increases nearly 20% annually. Online platform– The company is executing huge orders through their online websites but their staff is not well trained to handle the malfunctioning of computers and to avoid cyber crimes. Thus, it is a huge threat for Sainsbury to suffer losses from malfunctioning activities. Legal factors Advertising banned rules –Sainsbury is facing high threat from decline in sales die to restrictions among promotions and marketing efforts. The government of UK ban advertisements of high fat, salt & sugar (HFSS) drinks and food products for under 16 children all over UK. This rule affect their sales and customer base. Sugar tax– The UK government, levied a tax that is “Sugar Tax” to reduce 20% content in sugar drinks by the year 2020. Thus, it impacts supermarket a lot but it is an opportunity for Sainsbury to launch sugar content drinks with minimum sugar content. This will help them in attain political support and also they will able to gain health conscious customers. Environmental factors Paper and recyclable packaging–There is a trend of recyclable packaging prevailing under environmental conscious individuals to demand packaging which is environment friendly and recycled materials. Sainsbury has a strong opportunity to follow the prevailing trend for brining the first mover advantage and to gain attraction of individuals towards environment friendly activities. Zero waste super market– Sainsbury is executing their efforts in “Reduce, Reuse, Recycle” approach to manage efficiently in managing, recycling waste and packing. But they are facing huge threat from introduction of Zero waste super markets in UK which is Food. Love in Totnes which is gaining more attraction rather than Sainsbury. 3
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