Marketing Strategy and Application

This study material explores marketing strategy and application, focusing on the marketing mix and business plan of Sainsbury. Compare how different organizations apply the marketing mix to achieve business objectives. Learn how to produce and evaluate a basic marketing plan. Discover Sainsbury's smart objectives, SWOT analysis, and Porter's generic strategies. Gain insights into Sainsbury's marketing mix and budgeting.

Marketing Strategy and Application
1

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
PART 2............................................................................................................................................3
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives. .....................................................3
P4 Produce and evaluate a basic marketing plan for an organisation.........................................5
Budget.........................................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8
2

INTRODUCTION
The organization are having employees that are helping them in increasing the
performance. The marketing is the most important department of the organization because they
are helping them in promotions and they are increasing the reach of customers(Hisrich and
Ramadani, 2017). The organization will have skilled employees that are helping them in
attracting customers. The chosen organization for the report is Sainsbury and they are having
customers who are helping the organization in increasing performance. The report includes
marketing mix and business plan of the organization.
MAIN BODY
PART 2
P3 Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives.
Marketing Mix refers to combination of different marketing function which aid in setting
guidance for company. In context of present Scenario Sainsbury & Tesco is selected as a base
company in order to carry out an effective comparison based on marketing Mix.
Elements of marketing Mix Sainsbury Tesco
Product – It refers to item that
is offers by company in order
to full fill the needs of
consumers.
Sainsbury is a chain of
supermarket and has spoke
more than 3000 product line.
Diversified product line are
fish, meat, fresh fruits,
vegetables and many
more(Jolliffe, 2016).It operates
in fuel also which is not offer
by Tesco company.
Tesco is also a chain of super
markets and offers wide range
of products such as clothing,
home furnishing products,
electronic etc.
Price – Cost or value that a
product have tends to price of
product or services that are
being offered by company
Sainsbury drop Tesco behind
in pricing strategies and now
they focus on Asda. So they
doesn't not believe in cutting
Tesco uses low pricing
strategy without reducing the
quality of products. Additional
they uses Club Card systems to
3

the prices strategies in order to
sustain position at
marketplace.
permits consumers to gather
points for their purchasing that
converts money at later stages.
So they offers price
promotional strategy of
proving loyal consumers with
extra discounts.
Place- It refers to availability
of product or services.
Catching eyes of consumers is
the main aim of good
distributor(Jones and
Richardson, 2017 ).
Sainsbury has six hundred and
eight supermarkets along with
many convenience shops.
They are mainly dominant in
south East London, Guild ford
etc. additionally, they offer
their product with online
services too.
Tesco offers product in various
forms such as Tesco express,
tesco extra, tesco metro and so
on. Additionally, with the help
of online mode
(www.tesco.com) in order to
make easiness for consumers.
Promotion – It tends to all
activities that are undertaken
to make product or services
known to users and trade. It
involves consumers schemes,
direct marketing, etc.
Sainsbury adopted both BTL
and ATL strategies in order to
market their products. They
launched campaign in radio,
newspaper TV etc. and now
they launched Nectar reward
card to generate sales and for
improving consumers base.
Tesco uses TV advertisement,
offers promotional discounts,
sponsor charitable events in
order to increase sales of
company. They mainly focus
on one thing i.e. low prices.
People- It refers to the
individuals that are who run
the business.
Sainsbury finds the well
confident person to sale its
products and services. This
will increase the chance of
being sold more products.
Tesco trains its employees in
such a manner that marketer
perform its function effectively
and efficiently. This helps in
targeting the audience and
customer could share his issues
regarding the product if he
4

faces(Kofi Preko, Agbanu. and
Feglo, 2020 ).
Process- Delivery of the
product to the customer.
Company sales is product
through efficient
communication with the
customers
Tesco uses CRM process to
manage customers issues and
problems related to product.
Physical evidence- Services
that includes physical
payments from customers are
included in this.
Evidence use in the company
is through digital payments
and cash payments. Customers
are provided
testimonials(Neuninger,
2017 ).
Keeping premises clean can
reassure that customer will
trust on the company.
P4 Produce and evaluate a basic marketing plan for an organisation.
Marketing plan is the report use to outline the marketing strategies for the coming period
of time. It helps in identifying smart objectives of the business, SWOT analysis, promotional
strategy and target market etc.
Smart objective
Smart objectives are sense of directions that are provided to the company. It also provides
motivation and encouragement to the employees of the business.
 Objective of the company is to introduce Sainsbury organisation in Australia.
SWOT analysis: SWOT analysis is the identification of company's strength, weaknesses,
opportunities and threats. Sainsbury is a retailing company as it deals in food, groceries and
financial services also.
Strength: Strength of the Sainsbury company are:
 Right expansion moves: Sainsbury moves at right direction. As it has a large expansion
of its brand. It has large number of customer audience(Petrescu, Krishen and Bui, 2020).
 Innovation promotion strategies: Company uses strong innovation strategies to expand its
business in over the world. Promotional strategies used in the company are highly
innovative and they results in increasing sales of the business.
5

Weaknesses:
In retailing industry, there are various competitors of Sainsbury. As it needs to make its
loyalty programs high and promotions strategies should be used in the company. So comapn7y
finds its difficult to target the customers.
Opportunities:
Company has expanded its brand to the rural areas also. Because government now a days
focus more on rural areas. This gives an opportunity to the company to expand themselves in the
rural markets(Symeonidou and Vagiona, 2018).
Threats:
As Sainsbury is the UK retailing company. So there are many other alternatives to the
company where customer can shift. This creates a threat for the organisation to increase its
customer base. If they want to increase then they need to provide quality of goods and services to
the customers.
Porter's generic strategies:
There are three strategies that are followed by the company to achieve competitive
advantage.
 Cost leadership: In this company focuses on minimization of cost. This helps the
company in increasing their revenue for long term goals.
 Differentiation: In this strategy, company makes product different from its competitors.
This helps in attracting customers.
 Focus strategy: In this strategy, organisation focuses on only one area. That can be either
cost leadership or differentiation strategy.
According to above strategy, cos leadership strategy suits the project. Because company needs to
save its costa by expanding the business into Australian market.
Marketing mix: It is the journey of a company which starts with product formations and ends
with place where needs to be sold.
 Product : Sainsbury is a retailing market. It form that type of product which attracts more
customer and which satisfy customers demand.
 Price: Prices are to decided by the company that it can suit the customer.
6

 Promotion: Promotional strategies are to be perfect which can attract the customers. For
this marketers should be more innovative.
 Place: Product should be promoted in Australian market to attract their customers and
this will increase the customer base in Australia.
Budget
PARTICULARS First Year
Second
Year Third Year
Fourth
Year Fifth Year
Opening capital 2000 0 1200 1700
START-UP CAPITAL 6000
INVESTMENT 10000 10000 10000 10000 10000
TOTAL 16000 12000 10000 10000 10000
MARKETING OUTLAY:
MARKETING 7000 5000 3600 3200 2800
PUBLICITY 7000 7000 5200 5100 4800
TOTAL 14000 12000 8800 8300 7600
Closing capital 2000 0 1200 1700 2400
Monitoring & Controlling
Monitoring and controlling refers to the measurement and evaluating the performance
that is done in the organisation. Managers should control the performance and find deviations or
issues that are faced by company and take corrective actions to improve those issues(Zhang,
Cheung and Law, 2018). Continuous monitoring helps the organisation in working on weak
areas and covering the threats.
CONCLUSION
From the above report it is concluded that the marketing of the organization is helping
them in increasing the performance. The organization is focusing on the quality that will help
them in giving quality products. The organization is helping the employees in giving products
according to the needs of customers and the promotions are increasing the organization in
increasing the performance.
7

REFERENCES
Hisrich, R.D. and Ramadani, V., 2017. Entrepreneurial marketing mix. In Effective
Entrepreneurial Management. (pp. 75-99). Springer, Cham.
Jolliffe, L., 2016. Marketing culinary tourism experiences. The handbook of managing and
marketing tourism experiences. pp.363-378.
Jones, D.B. and Richardson, A.J., 2017. Origins of sports car marketing: early 20th Century
British cycle-cars. Journal of Historical Research in Marketing.
Kofi Preko, A.D., Agbanu, S.K. and Feglo, M., 2020. Political marketing strategy: soundbites
and voting behaviour in contemporary Ghana. Journal of African Business. 21(3).
pp.375-394.
Neuninger, R., 2017. Qualitative marketing methodology. Routledge Handbook of Hospitality
Marketing, pp.54-65.
Petrescu, M., Krishen, A. and Bui, M., 2020. The internet of everything: implications of
marketing analytics from a consumer policy perspective. Journal of Consumer
Marketing.
Symeonidou, S. and Vagiona, D., 2018. The role of the water footprint in the context of green
marketing. Environmental Science and Pollution Research. 25(27), pp.26837-26849.
Zhang, T., Cheung, C. and Law, R., 2018. Functionality evaluation for destination marketing
websites in smart tourism cities. Journal of China Tourism Research. 14(3). pp.263-278.
8