Marketing Communication in Sainsbury Assignment

Added on - Dec 2019

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TABLE OF CONTENTSIntroduction......................................................................................................................................3Task 1..............................................................................................................................................3Outline of company......................................................................................................................3Current position in market...........................................................................................................3Analysis of external and internal environment of company.......................................................4Problem of Sainsbury..................................................................................................................4Implications for the business......................................................................................................4References........................................................................................................................................62
INTRODUCTIONIn modern era, marketing communication play a very important role in overall success ofa business. Further it can be defined as the process in which organization try to communicatewith their customer and other people in marketing in order to understand their need and demand.In addition to this, it also plays a significant role in developing healthy relation between businessand its customer. This report is based on Sainsbury which is a UK based third largest chain ofsupermarket. Further it highlights outline of company and its current position in market. Otherthan this, the report also reflects one of the problem of company and its major implications onthe business activity.TASK 1Outline of companySainsbury was founded in the year 1869 by John James Sainsbury with a small shop andlater it became largest grocery retailer of London in the year 1922. Further at present thecompany holds 16.9% of UK's supermarket. It has witnessed various ups and downs since it wasfounded such as when in the year 1922 one of its long time CEO got retired and the managementstyle was changed (Sainbury, 2015). The company started to reject loyalty cards and was movingmore towards non-food retailing business. As a result of this, the company witnessed a drop in itssales and profitability. Further it bounced back in the year 1998 and relaunched many of itsproducts.Current position in marketAt present Sainsbury is the third largest chain of supermarket and has more than 570stores all around UK. At present its online shoeing services covers more than 90% of the totalpopulation of the country. The company is facing major competition from businesses like Asda,Tesco and WM Morrison supermarkets. In terms of current market position it can be stated that athere has been continues drop in its market share, sales and profitability (Kenning, Plassmannand Ahlert, 2007). It is not able to understand the need and demand of people in market and thedegree of its customer loyalty is also declining at a very fast pace. On the other hand, the marketshare of Asda is increasing as it is focusing on enhancing the degree of its customer satisfactionby developing better relationship with them.The company is loosing its market share from3
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