Applying Marketing Principles in the Global Environment: A Case Study of Sainsbury's

This report discusses the application of marketing principles in the global environment using Sainsbury's as a case study. It explores the 7 P's of marketing mix and how Sainsbury's successfully implemented them in their international operations. The report also provides recommendations for making marketing decisions in the global context.

Applying Marketing
Principles in the
Global Environment

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Introduction of selected organisation..........................................................................................3
Explore 7 P's for selected organisation and explain how they implemented 7P's in
organisation.................................................................................................................................4
How successfully has your organisation applied the key principles of marketing in an
international context....................................................................................................................5
Recommendations for making marketing decisions in international context.............................7
CONCLUSION................................................................................................................................8
REFERENCES:...............................................................................................................................9
Books and Journals.....................................................................................................................9

INTRODUCTION
Marketing principles are different elements which are interlinked and interconnected with
each other used by organisations. It assist them in building their brand image in their respective
industry so that they can earn higher profitability (Ertz and Michelet, 2022). It is the creative
process which maximises the effectiveness of an organisation which is essential for their growth.
Marketing principles transforms the business image in positive manner by advertising their
products and services among customers. This report is based on Sainsbury's which is
supermarket company in United Kingdom. Sainsbury's was founded by John Sainsbury's in 1869
and it is headquartered in England, UK. This report will include introduction of selected
organisation and analyse the 7 P's in context to selected organisation. The implementation of
marketing principles in organisation is explained in this report. Businesses uses marketing mix in
order to sustain in their respective market which is mentioned in this report. Recommendations
are also given for development of marketing decisions in international context.
MAIN BODY
Introduction of selected organisation
Sainsbury's is second largest chain in the industry of supermarket which deals into varied
number of products. They support convenient shopping and provide great value food and other
number of products to the targeted audience so that they can contribute in healthy environment.
They provide services through online and offline platforms which are supported by their brands
like Habitat, Argos, Sainsbury's Bank, Nectar and many more. Sainsbury's have acquired 14.9%
from overall supermarket sector. Their large variety of products include clothing, groceries,
financial services, homeware, electricals, etc. (Wiścicka-Fernando, 2018). Sainsbury's is unique
brand because they focus on provenance, quality and sustainability. The main aim of Sainsbury's
is to offer great food to their customers in affordable and fair prices. Rather than focusing on
short term gains they focus on maintaining healthy relations with their suppliers and customers
which assist them in surviving in industry for longer period of time. They help society in
maintaining their living standard by consuming good food which is essential for healthy living. It
is analysed that quality of their products and services make them different from their competitors

which adds positive value in their growth. Sainsbury's ensures fast delivery of their products so
that needs and wants of customers can be satisfied in appropriate manner.
Explore 7 P's for selected organisation and explain how they implemented 7P's in organisation.
Marketing principles are the approach which assist businesses in setting their objectives
according to their current situation and environment. It assist in focusing on the target market
and provide opportunities to position the company in appropriate manner. It satisfy the demands
of customers and provide best quality products in appropriate time frame (Guignard and et.al.,
2021). Sainsbury's can grow and expand their business with the help of marketing mix in
effective manner. It includes price, product, promotion, place, people, physical evidence and
process. All these elements collectively help organisation in meeting the changing needs of
business environment. These marketing mix elements can be studied as follows:
Product: The items which are produced or manufactured by an organisation in order to
offer in the market can be referred as products. Organisations should invest in the production
which is highly required by their targeted customers. Sainsbury's implement this element by
offering wide variety of products such as food, home care, furniture, clothes and many more in
international market. All these products are offered according to the requirements of the targeted
customers so that they can meet their needs. It is necessary to maintain the quality and
uniqueness of the products so that organisation can compete with their competitors. Kotler’s
(1967) Product Levels Model is used to evaluate generic, core, augmented, expected and
potential products of Sainsbury's. The five product levels are:
 Core benefit: It suggest that organisation have to manufacture and offer products which
can effectively satisfy the wants of their customers. Sainsbury's provide all the essential
products which are necessary for living such as food and clothes in international market.
 Generic product: These are the additional services and features which are added by
organisation in their basic products. Sainsbury's provide large number of variety in their
core products which involve different food products and clothing brands.
 Expected Product: It fulfils the expectations of the customers by adding relevant
services and features to existing products. Sainsbury's focus on innovations and high
standards of their products which retain customers.
 Augmented Product: It suggest that organisation have to involve some of the
characteristics in their products and services which are completely different from their

competitors. Sainsbury's try to balance their prices and quality which make them different
from their competitors.
 Potential Product: The continuos improvement including augmentations are classified
under this section. Sainsbury's ensures that they surprise their customers on regular basis
by improving their products and services in their selected international market.
Price: This element of marketing mix is responsible in generating the revenues so that
they can survive in the marketplace for longer time. Organisations should set their prices in
appropriate manner which can cover their all the cost and provides profits to them (Gonchar and
et.al., 2020). They focus on the perspective of 'value for money' which is positive factor during
selling products and services in international market. Sainsbury's uses competitive pricing policy
which assist them in gaining large market share. The margin gap should effectively justify the
quality of products so that customers can avail services and pay amount willingly. Sainsbury's
focus on setting lower prices from their competitors so that they can establish the brand value in
the market. Price of products and services indicate the positioning of organisation against their
respective competitors.
Place: It suggest the location from buyers get their desired products or services. It can be
an online platform such as application or website and can be offline platforms such as stores.
Sainsbury's is available on both the platform which make them more reachable to their audience.
Sometimes organisations also involve middlemen so that they can maintain better channel and
connection with their customers. In context to international market, Sainsbury's have selected
end to end supply chain and involved in distributing their products around 70 countries. The
logistics and storage space also included under place which assist organisation in delivering their
goods and products to the end users.
Promotion: After having the required products on affordable prices at appropriate
location it is essential to promote the products so that customers get to know about products. It
communicates the required message and information about the products among customers which
is essential for better growth (Abdukhalilova and Ziyaeva, 2021). Sainsbury's increase their
brand awareness in the market with the help of appropriate promotional channels.
Advertisements and personal selling are most common promotional tools which are used by
Sainsbury's in order to capture the large market. They use different social media platforms such
as Instagram, Facebook and Twitter so that they can advertise and promote their products in best

possible manner. They can grow their business with the help of these platforms in international
market as large number of customers influenced by these social media platforms.
People: Organisations involve number of employees who are responsible for carrying out
operations so that objectives can be achieved. It is classified under people who interact with
targeted customers on regular basis for selling the products and services. Sainsbury's uses
different platform to communicate with the audience which involves social media, online chats,
face to face and through call centres. They represent the organisation in front of customers and
resolve their different doubts and queries. Sainsbury's provide training to their people located in
international market which results in higher productivity and also motivate them so that they can
accomplish goals.
Process: It involves different steps which takes place during the manufacturing and
production period. Right process is necessary in order to provide required services to customers
without any difficulties. Sainsbury's focus on understanding the different aspects of their
customer journey and resolve their doubts on every step so that they can increase their customer
engagement rate. It is important to provide positive experience to the targeted customers in
international market so that they stay connected with organisation.
Physical evidence: This element focus on the factors which assist customers in
maintaining better interaction. It can include physical environment such as stores of an
organisation where they offer their demanded products and services (Ismoilova, Mirkhadja and
Nabieva, 2021). Sainsbury's have more than 600 stores of supermarket which gives the sense of
physical evidence. They focus on maintaining appropriate interior of their stores so that
customers enjoy their shopping time. The branding and packaging of their products are highly
attractive and includes detail of products which are essential for their international customers.
How successfully has your organisation applied the key principles of marketing in an
international context.
Organisations involve number of functions and operations on regular basis which assist
them in accomplishing their objectives. Sainsbury's involve marketing mix by developing their
products according to the needs of customers. All the elements of 7 P's are critically researfched
and applied by them in order to improve their offerings (Sadiku-Dushi and Ramadani, 2020).
The marketing process of an organisation becomes highly advanced and cover large geographical
area in better manner. The product element of marketing mix is applied by Sainsbury's with the

help of better research and development so that they can maintain required standard of their
products for acquiring international market. Product marketing and requirements of customers
should be simultaneously focused by organisation so that they can achieve success. Sainsbury's
establish prices of their products which are affordable by their targeted audience which results in
better profitability. They also offer discounts to their regular customers which develop their
interest towards organisation. The pricing strategy of Sainsbury's focus on economic condition of
the region in which they offer their products. It assists them in targeting the different segments of
international market in effective and efficient manner. The promotion factor of marketing mix is
used by Sainsbury's in respect to increase the brand awareness in the market (Adie, 2019). They
use innovative and creative advertisements which attract the mind of customers. The relevant
information regarding products and services can be conveyed among targeted customers in best
possible manner. Sainsbury's can also offer vouchers and other benefits to their customers with
the help of promotional techniques. Buy one get one deal, coupons and discounts are most
common offers provided by Sainsbury's to their customers located in international market with
the help of promotion.
The place which is used by organisations in order to offer their products and services to
customers plays important role. Sainsbury's involves strategic planning and decision making for
selecting the appropriate location or place for offering their services. They have established their
stores in majorly centre of the city so that it become highly reachable and assessable for large
number of customers. They also offer products through their websites and applications which
provides ease to their international customers for shopping. It increases their availability which
becomes 24*7 so that they can generate higher revenues (Anikin, 2020). All these operations can
not be carried out without the involvement of people which facilitate better growth. They are the
essential part who manage the relation of customers and organisation in appropriate manner.
Sainsbury's train their employees according to their needs and requirements so that they can
perform in desired manner. For manufacturing and producing products, process becomes
essential which need to be tracked on regular basis. Each and every individual step should be
carried out in accurate manner so that organisation can eliminate negative factors from their
operations related to international marketing. Sainsbury's try to resolve all the queries of their
customers on regular basis so that they can retain their customers in appropriate manner. The last
element of marketing mix includes physical evidence which suggest that organisations have to

provide positive environment to their customers which improves their experiences. Sainsbury's
ensures that their products are labelled in appropriate manner which includes all the essential
information. It gives the sense of connection to customers which results in improved
engagement.
The combination of all these factors upgrade the products and services of Sainsbury's
which results in their growth in context to international marketplace. The implementation of 7P's
by Sainsbury's increase their sales as they offer higher quality products to targeted audience
which make them successful in different boundaries.
Recommendations for making marketing decisions in international context.
It is necessary to focus on all the related factors of business environment so that they can
perform in appropriate way. Sainsbury's have to formulate marketing decisions for better
operations in international market. Some of the recommendations are mentioned below:
 Organisation should develop global marketing plan so that they can establish healthy
relationship in international market along with local market (Samad, 2019). Sainsbury's
should gather feedbacks of their customers so that they can understand the needs and
wants of their customers which are present in international market.
 It should be noted that organisation have to focus on their customer insights so that they
can track their preferences. Sainsbury's regularly communicate and interact with their
customers across the globe which make their connection stronger.

CONCLUSION
From the above report it can be concluded that marketing principles is the approach
which add value in the image of an organisation. Marketers can easily share the knowledge and
information about their products and services among customers as it provides medium for better
interaction. The 7 P's of marketing mix cover all the essential functions related to the operations
of organisation which is responsible for their growth. This report involved discussion about
marketing mix elements which organisation should use. It assist them in becoming successful by
upgrading their services. Recommendations are also given in this report which help organisation
in improving their services in international market.

REFERENCES:
Books and Journals
Abdukhalilova, L. and Ziyaeva, M., 2021. The role of marketing of foreign economic activity in
the development of foreign trade. Asian Journal of Research in Business Economics and
Management, 11(10), pp.60-64.
Adie, B.A., 2019. Marketing Europe to Islamic heritage tourists. In The Routledge handbook of
halal hospitality and Islamic tourism (pp. 157-168). Routledge.
Anikin, I.Y., 2020. The use of technological cycles in the management of an educational
institution by integrating marketing technologies. International Journal of Learning and
Change, 12(1), pp.25-43.
Ertz, M. and Michelet, B., 2022. Succeeding with Responsible Marketing a Framework and
Three Short Cases. In Socially Responsible Consumption and Marketing in Practice (pp.
15-34). Springer, Singapore.
Gonchar and et.al., 2020, September. Marketing Provision Of Realization Of Entrepreneurship
Potential As The Basis Of Enterprise’s Competitiveness. In 2020 10th International
Conference on Advanced Computer Information Technologies (ACIT) (pp. 647-650).
IEEE.
Guignard and et.al., 2021. From “Stoptober” in the UK to “Mois Sans Tabac” in France: How to
Import and Evaluate a Complex and Large-Scale Social Marketing Campaign.
In Applied Social Marketing and Quality of Life (pp. 117-131). Springer, Cham.
Ismoilova, G., Mirkhadja, D. and Nabieva, F., 2021, November. The Role of Processing
Information in Digital Marketing. In 2021 International Conference on Information
Science and Communications Technologies (ICISCT) (pp. 1-4). IEEE.
Sadiku-Dushi, N. and Ramadani, V., 2020. Entrepreneurial marketing mindset: what
entrepreneurs should know?. In Organizational Mindset of Entrepreneurship (pp. 181-
210). Springer, Cham.
Samad, N., 2019. Social & Non-Profit Marketing. Contemporary Issues in Marketing: Principles
and Practice, p.337.
Wiścicka-Fernando, M., 2018. Sustainability marketing tools in small and medium enterprises.
In The Sustainable Marketing Concept in European SMEs. Emerald Publishing Limited.