Marketing Mix and Strategic Marketing Plan for Sainsbury's

Essentials

Contents
INTRODUCTION...........................................................................................................................1
PART 2............................................................................................................................................1
Part A: Briefing paper of the situational analysis (Marketing mix)............................................1
Part B: A completed strategic marketing plan.............................................................................4
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is the procedure of promoting goods and services using tools of advertisement
and selling. Marketing is a procedure which helps an organisation to increase their sales revenue
and enhancing their profitability (Brady, 2014). The main aim behind developing this report is to
develop an understanding against a marketing plan and how it is developed. For better
understanding, Sainsbury’s is selected which is a retail organisation headquartered in London,
United Kingdom. In present report, analysis of marketing mix is conducted which is covering all
the aspects of 7Ps. Along with this, a marketing plan is also developed against Sainsbury’s in
which company is planning to market their brand name through Sponsorships in web series.
PART 2
Part A: Briefing paper of the situational analysis (Marketing mix)
Marketing mix refers to a technique of situation analysis with the help of which an
organisation analysis its markets and situations which exists in that market (Dibb and Simkin,
2013). Typically marketing mix has four elements which are price, product, place and promotion
but due to enhancement in service industry, this marketing mix includes three more elements in it
which are physical evidence, process and people (Gregg, 2015). Marketing mix helps an
organisation to ascertain suitability and reliability of their products which are offered by them
(Marketing Mix, 2018). The way of applying marketing mix can vary from organisation to
organisation. In order to effectively understand these ways, a comparison between two is made.
These companies are Sainsbury’s and Walmart. Walmart also operates in retail industry but this
company has its headquarters in Arkansas, United States.
Marketing mix of both the companies is conducted below:
Sainsbury’s Walmart
Product Sainsbury’s is one of the largest
supermarket which has
approximately 30000 product lines.
The product range of this company
includes fruits and vegetables, Fish
and meat, dairy products, bakery
products, household and many
Walmart is a multi-brand retail store
chain which has diverse product lines.
The product range of these stores
includes, Electronics and office, Home
furniture and patio, Clothing products,
Jewellery, Pharmacy, Health and
beauty products etc. (Joshi, 2012).
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