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Report on Marketing Analysis of Sainsbury's

   

Added on  2020-05-28

18 Pages4189 Words353 Views
Running head: MARKETING ANALYSIS OF SAINSBURY'SMARKETING ANALYSIS OF SAINSBURY'SName of the Student Name of the University Author Note

MARKETING ANALYSIS OF SAINSBURY'S1 Executive SummaryThe report is based on the discussion of the different operational and marketing processes ofan organization and relation of the different functions as well. The organization that is takeninto consideration is Sainsbury’s supermarket. The Sainsbury’s chain of supermarkets isbased in Ireland and UK. The operational processes of the organization are analysed in detailand the ways by which the operational process supports the marketing activities are alsoanalysed. The external analysis related to the organization is done based on PEST framework.The different factors that affects the business externally are analysed in the discussion. Themanagement of quality performed by the organization is also discussed in the report. Thereport is concluded by stating that the different processes of the organization are all linkedtogether and they together ensure the success of the organization.

MARKETING ANALYSIS OF SAINSBURY'S2Table of ContentsIntroduction....................................................................................................................3Operational performance of Sainsbury’s.......................................................................4Process layout of operations...................................................................................4Process flow related to operations..........................................................................5Importance of objectives related to performance for operations...........................5Variety of volume and characteristics of visibility of Sainsbury’s........................6Process of data collection...........................................................................................7Polar Diagram of results.............................................................................................7Relation between marketing and operations of Sainsbury’s......................................8ITO diagram of Sainsbury’s.......................................................................................9Competitive advantage of Sainsbury’s...........................................................................9PEST analysis of Sainsbury’s..................................................................................11Quality management....................................................................................................12Conclusion....................................................................................................................13References....................................................................................................................14

MARKETING ANALYSIS OF SAINSBURY'S3IntroductionThe analysis in the report is based on the marketing policies of an organization andthe competitive advantage in the market. The organization that is taken into consideration isSainsbury’s which is based in UK. Sainsbury’s is considered to be in the second position inchain of supermarkets in UK and it owns a market share of 16.9%. The organization wasfounded in the year 1869 by John James Sainsbury and the first shop of the company was setup in Drury Lane London (Belekoukias, Garza-Reyes and Kumar 2014). The company wenton to become the largest grocery retailer in the year 1922 and also adopted the policy of self-service retailing. In the year 1995 Sainsbury’s was overtaken by Tesco and they furtherbecame the market leader in the retail sector. Sainsbury’s has fallen to the third place in theyear 2003 and again regained the second position in 2014. The holding organization of Sainsbury’s was J Sainsbury plc and they further dividedtheir operations into three divisions mainly, Sainsbury’s Supermarket Ltd., Sainsbury’s Argosand Sainsbury’s bank. The organization started expanding its operations from the year 1979and they merged their operations with a Belgian retailing organization. The organizationagain expanded its business in the year 1983 by purchasing 21% of the shares of Shaw’sSupermarkets, which was also considered to be the second largest group of grocery stores inthe US (About.sainsburys.co.uk 2018). Operational performance of Sainsbury’sOperations of an organization is mainly linked to the process where the set of rawmaterials or resources are transformed into goods and services. The resources related to inputare the information and the customers. The resources are then transformed into services orgoods with the help of the staff and the facilities of operations of the organization. Asignificant role is played by the operations management of an organization so that the

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