Marketing in a Digital World

Student name and ID UGB372: Marketing in a Digital World
Module title LUBM301, Entrepreneurship
Title of assignment Individual Report
Deadline date for submission 2pm on Thursday 13th January 2022
Assessor(s) Kris Woods
Executive Summary.......................................................................................................................3
Introduction....................................................................................................................................4
Analyze the issues that individuals in charge of marketing at Sainsbury's confront in the
digital age........................................................................................................................................5
Technology..................................................................................................................................5
Globalization................................................................................................................................5
Social Responsibility...................................................................................................................6
PESTLE Analysis........................................................................................................................6
Witness an increase in Sainsbury's marketing techniques and ideas as a result of changes in
the technological and social surroundings, and determine if Sainsbury is taking an
integrated strategy.......................................................................................................................10
Social Context............................................................................................................................10
Environmental Context..............................................................................................................11
The transformations in Sainsbury’s marketing practices and thinking.....................................11
Conclusion....................................................................................................................................14
Reference......................................................................................................................................15

Executive Summary
In only the last decade, new digital technologies have dramatically changed marketing theory
and practice. The ways in which businesses communicate with their customers have evolved as a
result of technological advancements. Moore's law has made consumer data storage and
processing scalable, opening the door to fine-grained behavioral analytics. Customer relationship
management procedures have become more accurate and tailored thanks to new monitoring
technologies. Location-based messaging and reciprocal communication have become possible
because to the growth of mobile phones and tablets. The report is based on a discussion of an
organization's marketing in the digital environment. Sainsbury's store is one of the organizations
that is being considered. The Sainsbury's supermarket chain is based in Ireland and the United
Kingdom. The organization's marketing in the digital realm is thoroughly examined. The
PESTLE framework is used to conduct an external analysis of the company. The talk examines
the many external influences that affect the firm. In addition, the report discusses the
organization's quality management efforts. The study concludes by emphasizing that the
organization's many processes are all interconnected and work together to achieve the
organization's success.

Introduction
The research conducted as part of Sainsbury's marketing in the digital world focuses on the
notion of digital marketing, which is characterized as a kind of advertising that utilizes the web
and online-based advanced innovation like cell phones, personal computers, and other
comparable gadgets (Kartajaya, 2019). This method aids in the promotion of goods and
services. Digital marketing is displacing traditional marketing strategies. Google and Facebook
both generate a significant amount of income. Companies employ a variety of channels and
technology to analyze campaigns, strategies, and content, as well as their performance in real
time (Dash, 2021). Sainsbury's is the firm that will be examined for this report. Sainsbury's
marketing in the digital environment will be examined for their digital efforts.

Analyze the issues that individuals in charge of marketing at Sainsbury's
confront in the digital age.
Sainsbury's is attempting to change people's lives via the use of excellent digital
marketing. Sainsbury's is assisting customers in shopping wherever, whenever, and however they
want. Sainsbury's makes online purchasing simple and convenient. They're also building a
network of smaller convenience stores (Fuciu, 2018). In their supermarket, the options are
expanding. The organization is attempting to assist the consumer as promptly as possible while
still providing convenience. They are planning to open stores that will include food, clothes, and
general products under one roof. They plan to expand into a multi-product, multi-channel store.
As a result, 60 Argos Digital outlets have opened in Sainsbury's supermarket. They intend to
come up with another 200. They include over 200 digital collecting spots as well as seven small
ecosystems. Every year, almost a billion people visit Sainsbury's digital platforms. For recruiting
and maintaining consumers, Sainsbury's use digital marketing tactics and technologies such as
Facebook. The company is collaborating with other businesses (Spotify) and using hashtags to
promote their items online (Vassileva, 2017).
Technology
After a year, Sainsbury's has recently announced the appointment of Essence to assist with the
company's digital transformation across the board. The move, which comes after Essence
secured Argos' digital media contract in 2019, would see the two companies collaborate to
develop a consistent consumer experience across all of the company's brands: Sainsbury's
(BAŞYAZICIOĞLU, 2018). According to Sainsbury's head of digital marketing Dave Harding,
the relationship would see in-house experts from Sainsbury's collaborate with Essence
professionals to create a single perspective of consumers and put them "at the center" of
everything the company does. Essence is in charge of display and social media, as well as
technology and consulting for Sainsbury's internal staff (Mallik, 2020).
Globalization
World has gotten to be a global village as a result of mechanical progression. Sainsbury is
broadening its showcase by procuring worldwide multinational brands. The rules and controls of
diverse countries vary, posturing a noteworthy threat to Sainsbury's development and lawfulness
(Dash G. K., 2021). A globalization must be created in order to meet Sainsbury's aspirations by
achieving its objectives. Globalization will be the foundation around which marketing strategies