Strategic Marketing and Digital Innovation in the Age of Digital Disruption

Google's managerial process is based on its mission to organize the world's information and make it universally accessible and useful. The company has developed a unique management system that emphasizes teamwork, innovation, and empowerment of employees. This allows for more efficient decision-making, better communication, and increased job satisfaction. Furthermore, Google's organizational structure is designed to foster collaboration and creativity among its employees, with a focus on providing the necessary resources and support to help them achieve their goals.

INTRODUCTION
Marketing intelligence can be defined as at information which collected everyday about
the company markets and then it is analyzed for the decision making process to adopt strategy of
market penetration, market development etc.
In this report stress is given on how the buyer makes purchase decision and buys the
product. Further it tells about the Sainsbury retail firmthat took market survey and was very
successful in doing its job. Last but not the least it give idea about Google organization that has
emerged as the most powerful search engine website.
TASK 1
1.1
Buying decision making process is a decision which is undertaken by the consumers for
purchasing the product and even after the purchase is made.There are various stages which are
involved in the decision making process of the buyer. Mainly there are 5 stages which help the
buyer to make a correct choice. They are: Need recognition- It is the most important stage as the need of the human being is the key
source in purchasing the product. When the need is recognized then only the person will
buy the product. Basically the need is the difference between the actual situation and the
situation desired by the customer (Aaker, 2007). For example, if the buyer is thirsty he
will purchase the bottle of water for satisfying need. This is known as need recognition.
 Information search- After the need is recognized then it leads to information search. the
information sources can be from the television, books and the social media these are the
major sources from where it can search. Buyer searches information about the product in
case of water bottle the brand which is available in the market.
 Alternative evaluation-After the information is gathered about the product thebuyer
evaluates the choices which are available to them (Cooper, 2000). The substitutes and the
different brands of the product are the major alternatives. there are various substitute but
the buyer evaluate them by considering things such as price, quality ,services ,guarantees
etc.

 Purchase decision- Finally after evaluating the alternative purchase decision is made by
the customer. This is in respect to product which satisfies his need. In this the buyer
spend the money and buy the product
 Post purchase behavior- In this, the customer evaluates that if he has gained satisfaction
after consuming the product. it is the stage where the buyer consumes or begins to
consumes the purchase product after consumption it evaluates that whether the product
has satisfied the needs or not. (Doyle and Bridgewater, 2012).
1.2
Theory of buying behavior is made to analyze the buying pattern of the consumers. this is
essential because of the buying behavior research evaluate the taste and preferences of the
consumers. Sociological theory of Veblen: This approach determines that human nature is greatly
influenced by its social life. This system assists organization in order to identify
consumption pattern on the basis of social life style and culture (Aaker, 2007). It
measures that change in social circumstance encourages an individual to manage distinct
kinds of resources and its purchasing. Psychological approach of Pavlov: The approach presents various factors that affect
psychology of buyers. The developer of this approach has used response of dog for food
with some certain condition (Priya, Baisya and Sharma,2010). On the basis of this
approach, companies make effort in order to encourage consumers with the help of
discount offers and other benefits.
 Economical approach: Marshall presents several elements in the form of relationship
between demand and price and expenditure patterns of consumer. On the basis of these
elements, it has been identified that economic factors like demand and supply along with
price create huge impact on selection procedure of consumer (Doyle and Bridgewater,
2012). Sometimes price of some particular product is going down due to increment in
supply of product. In this situation, people purchase that product without any utility.
3

1.3
Buying behavior of the customer is determined by many factors. If the customer will
purchase the product there would be diverse things which will affect the decision of the
consumer.
Figure 1 factors affecting buying behavior
(Source: Aaker, 2014).
Cultural factors basically include culture, subculture etc. The decisions are made upon the
values and beliefs which are inherited by the consumers. Even the products which are sold in the
market are according to the culture which is followed in the family. Even cultural factors are
basically the factors which are influence by the environment of the country. For e.g.- if mobiles
phones are not allowed to the children below 12 years of age in the house then no one will buy
the product even if they are in the need of (Aaker, 2007).
Social groups are basically the family, relatives, friends and others. This is the common
phenomena as the consumer will buy the product after referring it or taking advice of his near
and dear ones (McDonald and Wilson, 1999). social factors are the factors which are influence
by the groups of the people who are affects the decision making. Even social factors are the
medium which motivates the consumer to buy the product. In this case many things we buy
because relatives or friends owe them.

Personnel factor are basically the income of the consumer, age etc. the product which the
individual buys reflects its age and the income. personal factors are the one which differ
extensively in affecting the buying behavior. If one person is buying an expensive car this
reflects that he is a rich man.
Psychological factors are the consumer learning, perception, belief. These are the most
important thing that affects buying behavior. The consumer buys the product according to the
attitudes which he posses in him (Melewar and Smith, 2003)If consumer feels that black color
does not suits her she will never buy the dress which is of that color that refers to the perception
of individual.
1.4
Brand loyalty can be defined as the consumer preference or choice to repurchase the
product from the same brand. Brand loyalty and repeat purchases are directly connected. The
consumers are satisfied with the product and they have positive feeling about the company. This
can also be said that the consumer is not getting the same satisfaction after buying the similar
products from different company (Priya, Baisya and Sharma,2010). This is mainly shown in the
expensive product like watches, car. The consumers do not want to take risk so it feels safer to
purchase from the same brand from where he has purchased earlier.Brand loyalty is seen in
consumers in case of the branded watches as the consumers who buy Rolex watch would every
time prefer to buy the same watches. This leads to repeat purchases as the customer is satisfied
from the product and the same satisfaction he is not getting from different company. Basically in
the similar form brand loyalty is the vast concept and repeat purchase is the part of it.Even in the
case of the car if the consumer is brand freak he will buy the same car and of the same band this
also refers to as repeat purchases. Even there are cases when the consumer is not satisfied with
the product this leads to dissatisfaction ad this results that consumer will not but from that
company.
Corporate image can be explained as the image which the consumers had made in their
minds regarding the company. For e.g. - when a person wants to celebrate his success with a
chocolate the first most things which comes in the mind is dairy milk (Cranzer, 2006).It is the
perception about the company which consumer has developed in their minds. This image is
created by the marketers, consultant of the company. corporate image has been affected of the
Malaysian airline where the consumers found dissatisfaction in the services of the company.

In the support of this, it can be said that the brand loyalty is all about perception of
customers towards brand. It also helps in identifying its owner and thereby provides legal
protection also. It also indicates the information about number of loyal customers to the brand. It
also shows the desire of the customer to buy that particular brand only. It is beneficial for
decrease in cost of advertising and generate high profit margin in low cost. Corporate image is
also considered as a perception of customers towards company and its products. Moreover,
enhanced level of corporate image and brand loyalty motivates customer to re-purchase the
product. It is all about customer decision to repeat purchase activity by considering corporate
image and brand loyalty. This clearly indicates the relationship between brand loyalty, corporate
image and repeat purchase.
TASK 2
2.1
These are those techniques that are used to gather information about the market
situations, consumer behavior among others. Sainsbury is a one of the leading popular retail
store. They have opened by branches and stores in all over the country. There are two types of
research techniques being qualitative and quantitative.. Quantitative use numbers are objective
and based on factual information while qualitative includes observation, interview, surveys, case
studies among others.
 Direct observations- This method is the most common and frequently used by the
researchers. In this the customer behavior is observed and then according to that analysis
is made. If the researchers want to know about the buyer pattern of customer in Sainsbury
that why the consumers buy from this store (El-Ansary, 2006). It is the best method. The
main disadvantage of this approach is that it facilitates improper information. Information
cannot be measured with an efficient manner.
 Interviews- Researchers take interview of the random customers. The questions are asked
according to the topic. If they wanted to know that what thing can be changed by this
retail store to make it more successful. So, they can conduct interview of the Sainsbury
customer. On the other hand, it is very lengthy and time consuming process that is main
negative aspect of this approach. It can increase cost of whole research.

 Information on the internet- This is the secondary data method in which some relevant
information is derived from the internet by the researchers (Doyle and Bridgewater,
2012). With the help of this process, business entity can get efficient information without
any expenditure. But, company cannot consider as authentic information because
generally information is created by assumptions.
 Questionnaires- This is the most successful method in which a questionnaire is made by
the researchers and the customer has to fill it. The questionnaire can be given to the
consumer are purchasing the product in Sainsbury store (Aaker, 2007). This requires less
time than the interview and this is good when there is large number of respondents. It is
very expensive process of data collection. Firm has to utilize different type of valuable
resource like workers, time and money in order to get accurate information. All these
factors are major disadvantages of this system.
2.2
Secondary market research is the type which generally involves the data which are
already collected by some of the researchers. Published article, newspaper and journal are the
sources of secondary data. In this information is already published in the newspaper. Some have
previously made research on it. Secondary data information is taken as a help by them so that
they get some kind of information (Kotler and Armstrong, 2005). Even this is generally taken to
compare the present as well as the past scenario. The article in the journal helps them to get the
current information so that they can easily precede their research.
The internal market report of the company is also included in the secondary data.
Customer details, sales figures etc is used by the researchers to find out about the customer
perspective. The internal sources give the true insight about the Sainsbury Company that will
help the researchers to explore more about the company.
Information is also obtained from the certain agency like government agency, local
council. The information extracted from the government agency is mainly about the rules and
regulations considered followed by Sainsbury and their policies. Generally this became outline
for the researchers to carry out further investigation (Meng, 2010).
Other than this, company has focused on number of secondary sources in order to
accomplish organizational objectives. Classification of sources can be as online books, journals,

etc. as per the gathered information it can be said that the UK economy is stable and it is
providing better growth Sainsbury which is beneficial to meet organizational objectives. As per
the data of 2012 it can be stated that the UK economic system is better growth every year by the
percentage of 2.6 which is advantageous for retail sector development. It has also been noticed
that the sales of Saisnbury has increased by 2.6% in year 2014 which is considered as one of best
retail sales after the recession period (The Retail Forecast for 2015-2016. 2015). Moreover,
according to report of IGD, it has been identified that the UK grocery sector is having various
opportunities that is also influencing the success of ratio of Sainsbury in positive aspects. By the
end of year 2015 the management of Sainsbury is expecting growth of 6 % in brand value which
will also boost the opportunities for sector.
2.3
Validity may be defined as the concept that the results which are obtained by the
researchers are according the method which is used by them. There are two parts in validity one
is internal and the other one is the external. Internal validity depends upon the group which is
selected by the researchers (Kucuk, 2011). In case of Sainsbury, as there are different types of
customer groups so the questionnaire has to be made which can give accurate result one survey
to any age group of people. This says that according to the group selected is the data recorded
and analyzed give appropriate result. This generally gives stress on the selection of the
respondents. This is not possible for the researchers to make questionnaire for the specific group
so they have to be made for general class to extract an appropriate result (Gruhn and Laue,
2010)
Reliability is basically that the result came out from the research which could be relied
on. This can be measured by as if other researchers try to survey the same topic and in the same
condition then the result should match the previous findings. It can also be referred that at what
extent the researchers can rely on the findings. While in this case the exact reliability is not
possible in Sainsbury because of the changing product and the changing preference of consumers
(Mathur and Evans, 2005).
It is also a known fact that secondary research involves for collecting the past data which has
been collected by a researcher for some other purpose. This itself puts a question mark on overall
reliability of the information.

2.4
Market research plan deals with the acts of collecting information about the market. A well
revised plan is to be made for doing market research for the Sainsbury retail firm. This is the big
firm so to obtain successful results, all the aspects have to be analyzed and seen. There are
various steps which are used by the researchers to carry out the process. In order to find the
reasons why the people are brand loyal and trust Sainsbury for their shopping (Melewar and
Smith, 2003)
Figure 2: Market research plan
Market research plan assists management of Sainsbury in several activities in the form of
launching of new product, expansion of business in new market and evaluation of current market
trends. In the first stage, management of Sainsbury determines objective of market plan in the
form of expansion of business in new market. In the next stage, researcher analysis present
market condition of that particular market in the form of demand, inflation rate, supply of
products and perception of consumers and market share of different kinds of organization. In the
third stage, business entity evaluates demand and product quality of other firm. Company also
measures perception of consumers about Competitor Company (Mason and Mouzas, 2012).
Researcher also makes efforts in order to get accurate information about effectiveness of
marketing tactics of other competitor organization. In next stage, researcher evaluates data
collect from several resources according to aim of whole research. In last stage, researcher
develops final report and presents in front of top managers. Company can follow the following
steps:
o Research Objectives: Key objective of research is identify the customers satisfaction
level.
o Research Methodology and Design: In this respect the management can focus on
qualitative technique of research so that customer satisfaction can be assessed in
effective manner. The research design which will be used for this study is descriptive
research design so that in an accurate manner participants can be depicted.

o Data collection and analysis: In order to have better data collection the business
firm will focus on questionnaire method. Number of questions will be asked to the
customers when they visit Sainsbury store. Sample size will be taken as 100 and that
will be of both the genders that is male and female of age group 18-65. In order to
have better analysis of collected information the management will focus on thematic
approach as it will provide better understanding regarding customer perception
towards company.
4.1
Consumer response is the information that has been given by consumers regarding the usage of
product or service offered by a company. There are different techniques in evaluating customer
response. Sales level of Sainsbury can be used to measure customer satisfaction. If the sales level
is increasing or is high that means customer is satisfied with the services given by the retail firm.
This helps to provide numerical information that is easy to analyze. Another technique is the
customer compliant as more and more grievances of the customer are there then that means there
is some problem in the management of the store and the customer. The advantage is in terms of
easy data collection but it cannot be relied upon due to biasness of consumers.
Customer follow up is also a technique used to evaluate the response given by the
consumer. In this mails are given to the customer asking difficulty or any grievance they are
having in their services (Mason and Mouzas, 2012). It is very time consuming technique and
requires constant probing of consumers. These are the basic techniques which are used by the
organization for assessing response of customer.
4.2
Questionnaire has been designed in order to carry customer satisfaction survey. In this
organization will focus on taking reliable answers from customers. These following questions
will be asked to customer's in order to have reliable and valid response.
Name: ____john___________
Occupation: ____marketing manger___________
1) With regard to the past experience are you satisfied by the services given by Sainsbury?

o Strongly Disagree
o Disagree
o Neutral
 Agree
o Strongly Agree
2) From how often you are purchasing the product from Sainsbury
o from a week
o a month
 a year
o more than a year
3) Are you satisfied with the skills and knowledge which are human resource posses?
 yes
o no
4) Are you satisfied with the availability of stock which is present in the store?
o Strongly Disagree
o Disagree
 Neutral
o Agree
o Strongly Agree
5) How would you rate our products?

o excellent
 good
o neutral
o poor
6) How often do you visit our store?
o once in week
 in a month
o in 6 month
o or in a year
7) Rate the grievance handling system of Sainsbury
o excellent
 good
o neutral
o poor
8) Would you like to suggest Sainsbury product to others
 Definitely
o Not sure
o Definitely not
9) How did the product perform in terms mentioned below?
Miserably Somewhat Very satisfactory Delightfully

satisfactory
Usage experience o o  o
After sale service o  o o
10) Recommend, what features can be adopted by Sainsbury to make the customer
comfortable in their purchasing.
_____the line regarding the billing process is very long. new technology can be adopted to solve
the
problem.______________________________________________________________________
______________________________________________________________________________
___
4.3
The survey was completely done and it was successful. It gave relevant information about
the customer satisfaction in terms of products and the service rendered by the Sainsbury. There
were major points about the product satisfaction that were not known the company. After
completing the survey, it was found that customer were not fully satisfied with product (Park,
2014). Success of survey was also affected by disintersedness of the consumers towards giving
response. In the same way, some consumers gave biased answer on account of the loyalty shown
by them towards Sainsbury.
Now as it is come to the notice of the company, it can take necessary action to satisfy the
customer. Most of customer gave satisfactory result for the services which were provided by the
employees.
The information which was received was quite relevant according to the present scenario.
but some problem arises as few of the customers were least interested in answering to the survey.
the questionnaire provided to be a great help in gaining the information about the customer
satisfaction. since the questionnaire was a closed ended. It was easy for the customer as well the
researchers to analyze the data.

TASK3
3.1
Figure 3 Google
(Source: google, 2014)
Market size is defined as the buyers and the sellers who are in the industry. In case of the
online market, there are many buyers and the sellers. In this it is necessary for Google to
understand the market size in search engine market so that management can understand actual
growth rate within market. It facilitates in effective designing of market strategy as per market
share and growth rate. The market size of the search engine is normal as there are competitors
but they are not that successful when compared to Google (Market Analysis,2014). Even the
market size of the search engine is increasing day by day. In this case, both the market size and
the buyer are increasing. It has also been identified that Google search engine is one of most

commonly used search engine in the world. Customer and people use it to gather information
regarding diverse subjects like music, technology, etc. Previously the search was used by the
people for receiving important or relevant information. Market trend is defined as the sales and
profit shown by companies over a particular span of time. But now as the market trend has
changed it used for searching every small aspect of information from the search engine.
In this trend, Google has captured a big market for it gives every information and the
source is also considered as the most relevant source (Mason and Mouzas, 2012). In other aspect,
it can be stated that the Google is holding highest market share in search engine industry and
customer uses it to gather information about diversified subjects in order to enhance knowledge
and skills (Cranzer, 2006). Google map is also one of most usable feature which provide high
level of navigation. It has been spotted that Google map is covering highest ratio in market and
helps people in locating diverse locations in all over the world. The customer are increasing as
the trend has shown that at past times only the persons who were working were prone to the
Google sites but now every single child for any small information is using Google search engine.
Since the uses of the site is increased so the customer are visiting more frequently and using it.
The major competitor of Google is Wikipedia so there is a very least difference in the market
size of both of them.
3.2
Competitor analysis is basically the analysis between the firms competitor. In this case
competition is analyzed on the basis of performance as well as the market share which is gained
by the Google. Fierceful competitor of Google is Mozilla firefox as the market and the product
which they are selling the same so the competition is quite tough (Cranzer, 2006). Under this
analysis, the company tries to analyze its strength and the potential which he posses. the strength
of the Google is the easy availability of the information and the reliability of the information that
he poses. The core competences and capabilities of Google are strong brand value, high quality
of services and poplar among citizen and companies. On the other hand, competences and
capabilities of unique features in browsing services, huge number of users and continuous
innovation in services.
Other than this, it has been spotted that Google also have some other competences which
enhances its business opportunities. Technological and managerial process of Google is
optimistic which provides integrated technology, process and effective use of available resources

(Cranzer, 2006). It also enhances the strength of Google and facilitates in creating unique
services which can enhance the customer experience. Moreover, Google also have core
competencies in software engineering which helps management to maintain optimistic hardware
infrastructure. Company also focuses on innovation to amend the quality of services which also
increases its market share. The classification of successful products can be as Page rank, Google
ads, Google mapping and others.
Even the resources and the capability of the organization are measured while competitor
analysis. (Mason and Mouzas, 2012) The difference is in the capability that makes them
different. Google is capable of creating a competitive advantage.
3.3
There are many opportunity for Google, the biggest opportunity is the growing demand
for search engine for the people. In the present time, it is felt that no work can be done without
searching on the Google website. The company has established its positive brand name in the
minds of the people so if it want to go in other venture there are many opportunit y (Mason,
2012). The opportunities of Google are increment in number of internet user, popularity in new
emerging markets and expansion of internet services in remote areas along with popular in
internet marketing. In the support of this, it can be stated that Google can introduce driver less
car which will start a new revolution within market and provide better competitive advantage in
current competitive market. Company can also focus on various devices which can help in
effective communication (Cranzer, 2006). Moreover, organization can also takeover any Smart
phone company to expand its market opportunities. Google can also invest in various robotics
government projects which will create a dynamic brand image within competitive market.
Company can also invest in moonshot projects which will provide smart platform to world and
facilitates business in attaining impressive success. The people are becoming more internet savvy
in terms of gaining the information. Further it can even introduce many new services with simply
giving information. The main opportunity for Google is seen for the display advertising. The
business of visual advertising is increasing so Google can grab the opportunity and earn profit
Major threat which Google is facing is that of the security system which are used to
protect it from the hackers (Kalampokis, Tambouris and Tarabanis, 2013). Recently the system was
hacked by Chinese hackers and Google were not able to trace the hackers. Small loophole n the
system can damage the entire system and even it ruins the name of the company.

CONCLUSION
From this we can conclude that there are many factors which affect the buying decision
of the customers. Even the study shows thatrepeat purchases are the part of brand loyalty and
corporate image is the different aspect. Further this report depicts that it is very beneficial to do
product survey as it tells us the customer expectation and the weakness the company inherits.
Lastly it gives idea about Google that the company has a large growing opportunity and even it
can create a competitive advantage over other firms.

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