STP Strategy and Marketing Mix of Sainsbury

Marketing Management

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. STP strategy........................................................................................................................1
2. Marketing mix ...................................................................................................................2
3. Assessment of their relationship marketing strategy with current tactics..........................5
2. Recommendation about the way organization can improve its marketing strategy...........7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is several activities that are undertaken by manager in order to promote its
products and services to maximum number of individual so that company can enjoy huge
profitability and market share. Sainsbury is second largest chain of supermarket in United
Kingdom that was initially established in 1869, 152 years ago having around 1428 shops. The
company have 116400 employees and deals in products such as hypermarket/superstore,
convenience shop etc. The main aim of report is to understand the way marketing contribute in
enhancing overall profitability of organization. So, this report has highlighted crucial points
related to STP strategy used by company to attract and retained millions of customers within
organization for longer time frame. It has also included marketing mix techniques and
relationship of marketing strategy in context of current tactics. At last, it has contained
recommendation that can be used by firm to improve its marketing strategy to grow and expand
business in retail industry of UK.
MAIN BODY
1. STP strategy
Marketing manager of Sainsbury to promote growth and success of enterprise has make
use of STP strategy that has contributed in inducing more and more people within organization.
Through STP marketer is able to identify appropriate strategies that could be used to motivate
customers to be part of specific organization for satisfaction of their respective requirements
(Taylor, Reilly and Wren, 2020). So, the way Sainsbury marketing manager has segmented,
targeted and positioning can be illustrated as follows:
1.1 Segmentation: It is process of marketing in which manager segment group of
individual into smaller category so that needs, preferences and interest of each of
them can be easily. There are various basis that are used by Sainsbury marketing
manager to segment people in order to find appropriate strategies to motivate them to
have products and services of it rather than other competitors. Marketing manager
has statemented people on basis of demographic, geographical, psychological and
behavioral. Such as it has in demographic classified people in context of age,
gender, location, disposable income and ethnicity to find alternative method that can
motivate them to be part of organization. Geographical is also one of the segment
that has been used by manager as it has classified people on the basis of location or
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place they stay so that they can easily approach the store and can make purchase.
Furthermore, psychological factor, in this Sainsbury manager has segmented people
on the basis of their interest, preferences and needs to decide type of product to be
offered to them for satisfaction of their respective needs (Alalwan and et.al., 2017).
Different people have different behavior, traits so manager has segmented people on
basis of behavioral that contributed in achievement of end objectives of company.
1.2 Targeting: It is second element of STP which state the way company will target
specific group of individuals to enjoy maximum profitability and market share.
Likewise, Sainsbury has targeted people of all age group that is from younger
generation to old, gender such as both male as well as female. At the same time,
individuals that are belonging to medium to low income group to make purchase to
satisfied their needs (Nilsson, 2019). So, Sainsbury marketing manager has mainly
targeted household and individuals that are living in society.
1.3 Positioning: Marketing manager of Sainsbury has put its maximum efforts to
position company image in minds and hearts of customers so that it can generate
maximum revenue. Such as company have around 1428 shops across United
Kingdom and other countries that helps wide range of customers to come in
organization. Moreover, recently sainsbury has its presences in online sites that has
provided ease and comfort to customers to have products and services to fulfill their
respective requirement (Valos and et.al., 2017). Company by delivering services to
customers as per their expectancy is able to maintained competitive positioning in
external environment. Likewise, it can be stated that company has created brand
image as providing good quality products and services at reasonable prices that
contributed in adding more and more customers.
2. Marketing mix
Marketing mix is set of actions that are used by manager of company to promote
products and services to several individual that are living in society so that they are motivated to
make purchase in order to satisfy their respective wants (Purwanto and et.al., 2019). So, it is
strategic tools or marketing techniques used by manager to enhance sales volume and revenue of
organization to maximum extend. The way marketing mix strategy used by Sainsbury manager
can be interpreted as follows:
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