Marketing Process and Planning at Sainsburys

This report discusses the marketing process and planning at Sainsburys, including the different areas and role of marketing, the marketing mix, and the external and internal environment in which the marketing function operates. It also includes a media plan for a marketing campaign and a strategic marketing plan for achieving marketing objectives.

Marketing Process
&
PLANNING

Table of Content.
Table of Content............................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
P1 Explain the concept of marketing and marketing operations including the different
areas and role of marketing......................................................................................................1
Duty and Responsibilities in Marketing..................................................................................2
P2 Explain how the marketing function relates to the wider organisational context.........3
M1 Analyse the role of marketing in the context of the marketing environment................4
D1 Critically analyse the external and internal environment in which the marketing
function operates........................................................................................................................5
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives...................................................5
Identification and comparisons of them extend marketing mix........................................6
M3 Review strategies and tactical approaches applied by organisations to demonstrate
how business objectives can be achieved successfully..........................................................12
D2 Evaluate strategies and tactical approaches to the marketing mix in achieving overall
business objectives...................................................................................................................13
P4 Develop a marketing plan that includes key elements of marketing planning for an
organisation to achieve marketing objectives.......................................................................14
M4 Produce a detailed tactical marketing plan that integrates the extended marketing
mix to achieve marketing objectives......................................................................................16
Marketing Plan for Sainsbury’s.............................................................................................16
SWOT Analysis on Sainbury's...............................................................................................17
D3 Produce a strategic marketing plan for an organisation that measures achievement of
marketing objectives within key performance metrics........................................................19
Produce a media plan that includes recommendations and rationale for selected media
activities that meet budgetary requirements and objectives of a marketing campaign brief.....19
M5 Devise an integrated multimedia plan, selecting appropriate digital, offline and social
media channels for communication.......................................................................................22

D4 Provide a justified integrated multimedia plan based on quantitative and qualitative
criteria.......................................................................................................................................22
CONCLUSION..............................................................................................................................22
REFERENCES..............................................................................................................................23

INTRODUCTION
In an organization, it is the responsibility of the management to set up the marketing
procedure and the planning which includes the marketing mix designing, marketing execution,
execution of marketing strategy and marketing relation. Additional role of management in ant
organization is to design different plan of scheme for availing goals (Jenneson and et. al., 2020).
Since a leading business or the organization will have a tough competitor in market, management
also have to make strategies against their competitors. These strategies will help company to
make their defensive position in market by providing better quality of service and goods to its
customers. Management focus on analysing the marketplace as it provides them the idea of
market or their customers demand. They can analyse their needs and customise them in their
products and then this action can help them to market their product easily to the target audience.
Here the discuss will be based on Sainsbury's organization which is established in UK which is
the biggest super market after Tesco in UK. This report also includes overview on media plan for
the marketing camping for their organization. Also provides information about the macro factors
of business used in operating marketing activities and impact of marketing mix with different
strategies of competitors (Moore, 2020).
MAIN BODY
P1 Explain the concept of marketing and marketing operations including the different
areas and role of marketing.
Though the advancement in technology is seen, management of organization need to
prepare their marketing strategy accordant to 21st Century. These advance technology focus on
the market they want to capture and their competitors. After analysing these two factors they
make their strategic plans. Management role is to find their target customers, analyse their choice
and preference. According to the data they get, they need to choose the products and compare its
positive aspects according to the customer needs and wants. Here the management focus towards
making plan of action and implement the promotion, pricing or service according to the
organization morals and goals respectively. Planning and execution is important as its help
company in generating product or service awareness to their customers and through this
company can yield the good gross revenue in return of the service or product they provide (Lees
1

and Armit, 2020). Four different function of marketing which the management execute in their
organization are:
 Digital Marketing: - In organization, since there is advancement in technology seen so
now management also promote their business on digital platform. This is preferable
nowadays as it is the easiest way to promote and sell organization products and services.
 Content Marketing: - It is the strategy used by organisation to engage, attract or hold
their target audience by creating and sharing applicative articles or videos which provides
the significance or role of the product or service that organisation provides (Clark, and et.
al., 2020).
 Marketing science: -It is the marketing field where the marketer plan of attack is to
interpret the customer demands and how to create the conceptualization that meet
customers demand. To analyse this the scientific approach is used. Job profile is for the
one who is skilled in these modelling prospects.
 Customer Experience: - This cover the overall aspect of the company service or goods.
This position is known as customer engagement specialist where the duty of employer is
to make profound and rational conversation with their customers. This is necessary to
make their actual customers feel good and satisfy and to hold them (Gerritsen and van
Olderen, 2020).
Duty and Responsibilities in Marketing
In organisation, the marketing plays the most vital role for encouraging their business
motive and management make sure that the certain actions are taken by the employers to reach
the set goals (Lahtinen, Dietrich and Rundle-Thiele, 2020). Goal of the company is to make the
brand image in front of their customers in exhibiting it in positive way. Different roles and duty
in marketing are: -
 Carry off company brand: - Here the management focus in defining their brand in the
market by centring on what is company, how they define themselves, responsibility of the
organization. This motive and mission will the customers to attract towards the company
services.
 Conducting campaign management: - Through this the marketer identify their products or
service the company needs to promote for enriching the selling. Focus of the company is
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to develop products that carry out the customer’s demand fully (Ndofirepi, Farinloye and
Mogaji, 2020).
 Executing the marketing or promotional actions: - The role of the marketing sector in a
organization is to develop the substantial which is need to be promote the their product or
goods.
 Making content for the improvement of company website: - Management sector of the
organization need to focus on maintaining their website in market as it helps the
organisation in creating the awareness for the brand to the potential and future customers
too. It helps the mas s gathering to know about the brand name more widely and wisely
simultaneously (Jindal, and et. al., 2020).
 Observing and Carry off their social media sites: - due to the current modification done in
technology, marketing division is also focusing towards bring off their social media
pages on regular basis.
P2 Explain how the marketing function relates to the wider organisational context.
Normally the marketing and sales department of the organisation work together in
coordination to motivate their customers by attracting or building interest in them towards the
products or services provided by the organisation. Different functions that the management
perform in marketing are: -
 Promotion: - In organization, marketing sector focus more towards the publicity through
which organization focus towards their target audience to make them attentive about the
new advancement in service or goods brought by company. Organization sales or the
profit count upon the promotion strategy company uses (Wang and Lin, 2018).
 Selling- It is the component of marketing where company utilize surplus efforts to
communicate with their potential customer to make their product or service auction.
 Financing: - It is need to be planner before investing on any new development ideas as it
helps company to acknowledge the route they are lacking with.
 Product Management: - Their focus is to apply the feedbacks to enhance their quality
which they gain from their last selling. Company also centred their concern towards their
competitors too. Role of marketer here is to innovate or improve the product or service in
such a way that it stumbles the customer demands (Fraser-Arnott, 2020).
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 This also includes other function like grouping and managing the market research or the
customer reviews about company service or goods. Additionally, consist of path through
which company's product or service is delivered to its potential customers.
M1 Analyse the role of marketing in the context of the marketing environment.
The understanding about the different types of marketing environment assist the marketers to
identify the needs as well as demand of the customers. The deep study of marketing environment
by the marketer result in decreasing the hindrances between the marketers and customers. So it is
very crucial for the company management to provide knowledge about the marketing
environment to the markers so that they can understand the behaviour of customers in better way.
In order to operate and establish the business, each and every organisation needs suitable
environment. The existence, presence, image, profits and others of company is depending on the
internal as well as external environment of firm. Business environment is very dynamic in nature
so in order to remain competitive and excellent in the market for a long period of time it is very
crucial for the company to stay always flexible and adopt changes and upgradations. In relation
to marketing environment marketing assist the marketers to make sure that whether the
customers are able to buy the product they needed.
M2 Analyse the significance of interrelationships between marketing and other functional
units of an organisation.
The interrelationship of different types of business function with the marketing played a very
important role in the success of organisation. Marketing is being considered as the most
important as well as crucial function of the firm it is very essential for the company management
to perform this in well manner. In order to start the marketing activities, involvement of various
departments of business is needed that assist in promoting the other activities in the business.
The process of doing planning is somewhere linked with the development of proper market
strategies because the marketing comprises of current as well as future trends. Along with this
the research and development department of company is also interrelated with the marketing
department. Various research is undertaken by the R&D department in order develop the product
as per the need of customers along with the tactics to perform marketing activities properly.
These tactics can comprise of different offers for limited period of time which result in boosting
the promotional activities as well as plans. The environment of business and nature of customers
is very dynamic in nature so it is very essential to do marketing basis of dynamic nature. This not
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only assist the company management in attain its gaols but also helps them, in changing their
minds as per the preferences of customers.
D1 Critically analyse the external and internal environment in which the marketing
function operates.
There are two types of factors that improve the marketing actions are the micro or macro.
Here the micro element includes basically the type of customer that company chooses, selection
of sellers as it will impact the selling of product, reseller and their competitions. Here the
discussion will be on the Macro factors, which includes: -
External factors: -
 Economic Factors: - These are enterprise approaches that affect company decision
making which includes exchange or interest rates of goods or services, increase in
demand or shortage in supplying the goods or services (Mogaji and Yoon, 2019).
 Technical factors: -It includes alteration in device, or week demonstration because of the
low internet networking and many more.
 Sociology Factors: -These are the factors which depend on the type of lifestyle or place
or the cultural beliefs of the company.
 Lawful factors: - Organisation need to follow certain laws to build accurate judgement in
favour to hold brand image and protect customer data. It includes law of health and
safety, copyright, fraud law and many more (Kim, and Kim, 2018).
Internal factors: -these factors are directly related to the organisation and has a huge impact on
the company daily routine functions. These factors are divided into two parts i.e., strengths and
weakness that can be control by firm and has high impact on company performance negatively or
positively. These internal factors comprise of financial, physical, human and technology
resources which are in control and affect the firm directly. In context to the Sainsbury, internal
environment problems are face by the company management which result in reducing the
company profit as well as sales.
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives.
The main purpose of marketing is to increases the sale. Business creates marketing strategy by
integrating the elements of the marketing mix such as product, price, `place and promotion. The
marketing mix is a significant tool for creating the right market strategy and its implementation
5

through effective tactics. The marketing mix helps in determining which marketing strategy is
right for organization (Lari, Foroudi and Imani, 2021).
Identification and comparisons of them extend marketing mix
Sainsbury's marketing strategy helps the organization or brand to position itself
competitively in the market and achieve its business goals & objectives. Marketing Strategy of
Sainsbury's analyses the brand with the marketing mix framework which covers the 4Ps
(Product, Price, Place, Promotion). Sainsbury's has a wide offering for its customer under its
marketing mix strategy and it also analysing the product after the development and enhancing the
existing range of the product. These business methods, which are based on Sainsbury's
advertising mix, help the brand succeed. Sainsbury's marketing strategy enables the product to
compete effectively in the marketplace and achieve its business goals and objectives (Huong, and
Sargent, 2021). There are various Sainsbury's marketing strategy and marketing mix to
understand the product, pricing, advertising and distribution strategies such as: -
Marketing mix elements Sainsbury’s Morrisons
Product The product strategy and mix
in Sainsbury's marketing
strategy. Sainsbury's has a
wide offering for its customers
under its marketing mix
product strategy (Shah and
Khan 2021). In addition to
focusing on innovation and
quality management, it also
looks after developing new
products and enhancing the
existing range of the products.
Sainsbury's has 2 formats,
supermarkets or Local
convenience store offering
more than 30,000 product
The management of the
company paid focus on
producing quality products for
their customers. They deal in
bakery foods, goods related to
wearables, domestic and many
more.
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lines out of which at least 20%
are from their own
organization, brand and
services which includes: -
 Organic rang of food
product, low fat
content for health
conscious customers
and food items for the
individual having
allergy to dairy.
 Home collection range
provides some kitchen
products and
furnishing accessories.
 Apart from this,
Sainsbury's uses
biodegradable
packaging which are
made from potatoes
and sells its own label
organic fruits in
biodegradable trays.
Price Sainsbury's pricing strategies
are based upon the customer
good values for money and
maintains the product quality
and services which lead to
customer retention. It can
offer the price with their
Multiple pricing strategy is
used by the management of
Morrison company to deal
with the customers in proper
manner. For the high quality
product, they use the premium
pricing strategy. Along with
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competitive pricing policies
and gain the market share for
the short period of time.
Sainsbury's also uses sale
promotion regularly to attract
their customers to buy its
product and services. It also
priced less than their
competitor's product. Pricing
strategy is most effective
method used to imposed the
best price for the product and
services. Pricing strategies of
Sainsbury for the children's
product priced at very low
range with high quality
products which maximize the
profit and shareholder values.
The pricing strategy of
Sainsbury's helps to promote
their business at market place
(Lehto, 2022).
this they use the cost
leadership strategy which
helps them in becoming more
competitive in the market.
Place Place strategy is aspect of the
organization marketing mix
which focuses on the
organization sells and also
easily available to the target
marketplace. The placing
strategies is depending on the
organization distribution of
The firm have around 600
offline stores all across the
globe which helps them to
reach to each and every
customer’s. Along with this
good supply chain
management is also
maintained by the company
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their product and services
among the customer's.
Sainsbury has more than 500
approx supermarkets and
around seven hundred other
stores in which some store
remains open 24X7 and other
stores are open till mid-night.
Sainsbury also provides home
delivery thorough their online
site platform or by the direct
communication by cell phone.
Sainsbury handles their
business and the distribution
of store and production of
product by own's. After
the1970 dispute with the
drivers and its distribution to
its parts such as DHL and NF
(Halvorsen, 2019).
management that assist them
in meeting the needs as well as
demand of customers quickly.
Promotion Advertising is the strategy for
the action plan which
increases sales for the
products and services and it is
the part of brand marketing
plan. Advertising and the
promotion strategy helps
business organization to meet
their desired outcomes. To
pull in their potential
In order to promote their
product in market the
management of Morrison
company offers various
reward schemes to their
customers to retain them.
Along with this, they also use
the different types of social
media method to reach as well
as target them.
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customer’s involvement,
Sainbury's use promotion
method like ATL (above the
line) and BTL (beneath the
line) which helps to grow their
business more faster and also
makes the brand image among
the customer's. ATL used for
the broadcast media such as
television and radio to interact
its cooperate images
(Alhaimer, 2019). BTL is used
for the various sales
promotion and advertising
which includes the packaging
and database marketing.
Sainsbury increases its sell,
market growth and also build
effective relationship between
the customer and product.
Also launched the 'Nectar
reward card' which helps
customers in relaxation of the
price and also earn points on
every purchase. These earn
points may helpful in next
purchase. These card also
helps Sainsbury to makes
relationship better with
customer and make more
market share and market
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growth which helps to
increases profitability of the
organization (de Sousa and
Castañeda-Ayarza, 2022).
People The basically refers to the
employees of company.
Around 180000 employees
work for the respective firm.
So it very important for the
company management to
develop effective training and
development programme to
attain success. It is being
observed that they
continuously motivate their
employees which result in
improving their productivity.
The HR department of
Morrison company focus on
hiring those candidates who
have extraordinary skills and
are dedicated towards their
work. Moreover, to this, they
also develop proper training
programme for their
employees so that they work
properly and attain all the set
goals of company.
Physical evidence This comprises the tangible
asset of firm like furniture,
business cards, menu,
brochures, letterhead, reports,
and equipment. In relation to
the Sainsbury the logo of firm
is very attractive which
catches the eyes of individuals
towards firm.
In order to develop good
brand image in the market,
management of Morrison
company paid focus on
packaging their product by
using eco-friendly methods in
attractive manner.
Process In order to meet the need as
well demand of the customer’s
systemic process is used by
In context to the Morrison
company, the company
management focus on offering
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the company. The proper
market research and utilization
of right marketing strategies
assist firm in achieving
successful position in the
market and reach to more and
more customers.
multi channels experience to
their customers in their stores.
The lowest price process on
regular basis and building of
stores at pleasant places allow
customers to shop easily and
give them flexibility to choose
product at the right time.
M3 Review strategies and tactical approaches applied by organisations to demonstrate how
business objectives can be achieved successfully.
Evaluation is an important part of marketing which helps company to eliminate in
effective strategies and also develop an overall plan that helps business to grow fast. Making the
regular schedule for the marketing plan, save wasted money by modifying and eliminating
crusade which are not reaching to the target marketed goal.
 Determine Changes in sale: - The end goal of marketing efforts may increase the sell
and makes more profit which are affecting the customer behaviour. Organization uses
number of measures which are affecting the customers. Before marketing analysis, the
sales during its roll-out for six months and also monitored the delayed effects (Sigcha and
et. al., 2020).
 Use questionnaires: - With the help of questionnaires organization can direct
communication to customer. It is an easy and inexpensive way to determine the
effectiveness of marketing techniques. This is an effective method for analysing
performance of an organization and with the help of questionnaire organization can also
satisfied the customers and full fill their needs.
 Monitoring the progress: - The overall business is supported by the marketing plan and
it is most important to monitoring the strategic goals of the organization and their
outcomes which helps to eliminate the ineffective products and service from the
organization and innovate the new technology. At some interval process conducting the
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monitoring programme which improves the productivity of an organization (Martinez-
Contreras and et.al., 2022).
Comparing strategies with the competitor’s: - When competitor is using the similar
strategical techniques then other organization should have to measures the differences in their
product quality, response towards the customer and content. Also analysing the advertisement
and show up of the competitor's product and their place and distribution. Check their profit
strategies and other marketing strategies by which are getting more profit (Bakhat and Marroun,
2022).
In order to develop right strategy for the company it is very essential for management to
carry out the research in proper manner. It is being identified that, Sainsbury work on marketing
mix and utilize various combination of tactics to achieve success in the competitive market. The
focus of company on the quality of product act for them as very crucial in attracting large base of
customers towards them. Cost leadership strategy is utilized by the respective firm which make
them more competitive in the market for longer period of time along with this, they also use right
marketing media method to develop good brand image in the mind of customers that assist them
in becoming successful in the market. Firm need to adopt right training methods to trained their
employees so that they can develop new skills within them and achieve all the company goals
effectively.
D2 Evaluate strategies and tactical approaches to the marketing mix in achieving overall
business objectives.
It is very important for the company to utilize the best tactical approaches like right
distribution strategies or promotional strategies within the business organisation so that they can
reach to the large base of customers and achieve the firm objectives. The management of
Sainsbury company use digital media platform to promote their product and target large market
area in less time. Marketing mix plays a very important role in organisation, the use of this in
proper manner allow the firm to become more competitive and improve their performance in the
market. So, this approach can be act as beneficial for the firm which allow them to become
competitive in the market and attain success.
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P4 Develop a marketing plan that includes key elements of marketing planning for an
organisation to achieve marketing objectives.
Market Plan can be referred to as a document that depicts the marketing efforts of the
business in the near future that is generally a year. It contains the marketing strategy. Advertising
and promotional activities of the business that are planned for the period (Stevens, and et.al.,
2021). The following is the marketing plan of Sainsbury’s –
Overview of the firm
Sainsbury’s is a public limited company in the retail industry of UK and is the second
largest chain of supermarkets of UK with almost 14.9% share of the supermarket sector. It was
founded in the year 1869. The company is headquartered in London, England and is serving in
the entire UK. The product range of Sainsbury’s include the products like groceries, clothing and
home products by superstores, convenience shops etc. The main brands of the company include
Argos, Habitat, Nectar etc.
Vision
Its vision is to become the most trusted retailer where the employees and customers both
love to work and shop respectively.
Mission
To develop the talent and diversity of its colleagues so as to provide great services to the
customer’s every time by adding value to their experience to ensure development of large and
loyal customer base.
Marketing objectives
 To provide customers ‘The Value for Money’ by maintaining the quality of products and
services so as to ensure customer retention.
 To provide products to the customers according to the marketing trends and launching the
innovative product so as to increase its market share in the retail industry.
 To provide benefits to all the stakeholders and develop their trust in the company’s brand
by ensuring investment in marketing activities.
STP Approach
It refers to Segmentation, targeting and positioning approach that helps the company in
analysing the product offering and the way the company communicates the benefits of its
products to the target customers. STP analysis of Sainsbury’s is as under –
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 Segmentation – Sainsbury’s segmentation includes demographic variables by the use of
demographic factors like age and income of the individuals. The company has also been
able to segment its customer through psychographic variables. So, it segments those
people who shop online as well as offline for groceries and daily need goods.
 Targeting – The target market of Sainsbury’s is the family unit especially the households
and individuals. Primarily the company targets the youngsters for its food and clothing
products.
 Positioning – The Company provides varied products at affordable prices and positions
itself in the high-end market. It makes effective use of Price discrimination policy as per
the positioning of products.
SWOT Analysis
Strengths
Sainsbury’s is one of the largest
supermarket chains in UK with a highly
experienced leadership team and a strong
legacy of the brand in the entire UK.
Weaknesses
Due to intense competition in retail sector of
UK, it is trying to cut down costs and keep
the prices lower so as to attract more
customers that is not at all sustainable.
Opportunities
The company has an opportunity to expand
in the emerging markets of the growing
economies like Africa, Asia etc.
Threats
The e-commerce companies’ growing
penetration and the high competition in the
retail industry poses a threat of losing
market share to the company.
Marketing Budget
Particulars 1st year 2nd year 3rd year 4th year
Investment 10000 10000 6000 5000
Initial money 10000 5000 5000 5000
Total 20000 15000 11000 10000
Marketing
outlay
15000 1000 3000 5000
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Sales
publicity
2000 2000 1000 1000
Direct selling 4000 3000 1000 1000
Promotion 4000 1000 5000 2000
Total 25000 7000 10000 9000
Monitoring and Controlling
Marketing manager are responsible for monitoring and controlling the marketing
performance by setting the marketing performance. For this, they can use the benchmarking
method to compare their marketing performance with previous marketing results or with fair
marketing practices in the industry. By this they can identify the deviations and improve the
marketing performance.
M4 Produce a detailed tactical marketing plan that integrates the extended marketing mix
to achieve marketing objectives.
Marketing Plan for Sainsbury’s
Marketing plan is designed on the basis of research done by the company in market
which includes: -
 Market situation: - It defines the volume of population to which the target product is
made for.
 Business Stock: - It defines companies market revenue records.
 Next the company analyse the factors like humans will or government policy that may
impact the goods or services (Lim and et. al., 2020).
 Also includes the match up factor from other companies and their own product
significance or the drawbacks.
Marketing Mix
Product By providing best quality of product to their customers the firm can attain success
in the market and enhance their profitability.
Price Competitive pricing strategy can be adopt by the company management which
allow them to provide product to their customers at low price and make them
loyal towards the company.
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Place They coordinates 13 local outlet with 2 national centres which allow them to
provide their product to their customers
Promotion In order to increase the publicity of brand, the management of the company can
use digital promotional methods to promote their product in the market.
Process The company must have to paid emphasis on customers reaching process which
helps them in increasing their customer base in effective manner.
People The development of training programme for their employees on regular basis
helps in enhancing the skills of employees. This result in developing good
relationship with customers.
Physical
evidence
It is very vital for firm to develop a good as well attractive logo so that it attract
the customer’s attention and enhance their image in their market.
SWOT Analysis on Sainbury's
Sainbury's is the retail organization which is settled around UK. It delivers the grocery, domestic
goods, article of furniture and fashion based essentials. Addition to this it also operates the
financial service and property investments.
Strength: it is the power or the quality at which company is performing well. Strength of
Sainbury's are :
 Accurate expansion decision : Initially they have started with small shops then moved to
status outlets and later switched to the super markets which consist of different sections
of products accordant to customer choice.
 Enterprise belief : Vision that Sainbary's obey is to hold customers by accomplishing
their needs (Tozanlı, Kongar and Gupta, 2020).
Weakness : It is the segment where the organization need to work on to get improved
performance. This includes :
 Low-level perimeter : To make their customers hold, Sainbury's need to provide its
customer extra profits and discounts while product purchasing.
 Brand name shifting : They need to control their regular switching of brands as it reduces
the organisation reputation and quality alteration is also seen.
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Opportunities : It is the possibility of the organisation where they can gain a lot of profit or
market share. Organisation always should explore opportunities and accept it. Opportunities that
are seen in Sainbury's are :
 Development in small town : Nowadays small town people also started using branding
commodity which can be categories as a advantage for the organisation to spread out
their outlet.
 24*7 divine service : Since this service or innovation will embark on company profits and
gross revenue (Caliskan, 2019).
Threats : It is the element which describes the controversy or the risk that can decline the
growth of organisation which includes :
 Covid-19 pandemic : This lead to shutting of its outlets which dive on loss in gross
revenue and profits,
 Competitions : It is faced by Asda, Aldi, Lidl and Resco (Aljarah, 2021).
PEST Analysis on Sainsbury’s
Sainsbury PESTLE analysis the several external factors such as political, economic,
Sociocultural and Technological,which effects the commercial enterprise. Sainsbury's pay
attention to its business environment that might affect the internal operation an PEST is helps to
analysing the affecting factors of an organization. PEST analysis is a framework which is
essential for companies like Sainsbury, it helps to improve its business environment continuously
(Stead and Hastings, 2018).
1. Political factors:- The UK voted to leave the European union in 2016. With this
moves dubbed Brexit, takes place and Sanisbury have serious significance on their
business. Sainsbury mainly operates in UK and it is not affected by the economic down in
other nation. After UK's exit affected rate is more high and also caused the decline in
customer's expenditure. Decreasing the supermarket sales of the UK and it effects short
term in nature (Lim and et. al., 2020).
 Economic factors:- The affected rate is high in UK and income growth rate remaining
less and also the customers demand for purchasing goods from super market stores will
be decreased. From last years, gas process are so much high for petrol and diesel.
Economic growing at much faster than the global economic growth. Investing the UK
countries with economic freedom can be better option for the Sainsbury growth.
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 Social factors:- According the modern generation customers wants to purchase good
from the supermarket like Sainsbury than the local retails stores because supermarket
provides the all facilities at one point. This provides the satisfaction to the customers and
increases the profitability of the business. In supermarkets, customers are more satisfied
and want to purchase more than their requirements.
 Technological factors:- Innovation of new technologies can increases the organization
with the help of new artificial intelligence. Sainsbury has been provided the latest new
technologies. Sainsburry also offers online food and collecting their purchase from the
local stores. But sometimes new technologies can decrease the overall production of an
oranization because of changes in technologies can cause the ineffective factors which
affects the employment, customers and the organization. Implementation of these new
technologies can enhance the profitability and productivity of an organization.
D3 Produce a strategic marketing plan for an organisation that measures achievement of
marketing objectives within key performance metrics
Strategic marketing plan may be defined as the process of developing different types of
marketing strategies that will assist the business organisation in attaining all the set objectives.
To achieve the marketing goals, Sainsbury’s management follow certain steps. It is identified
that in order to measure the performance the firm use benchmarking method. This will help them
in tracking their performance as well as comparing in the industry. It is very vital for firm to
evaluate their actual performance with standard performance. So in order to achieve all the set
objectives in the market Sainsbury, needs to keep tracking their performance and work on all the
aspects.
Produce a media plan that includes recommendations and rationale for selected media activities
that meet budgetary requirements and objectives of a marketing campaign brief
Marketing media is referring to the process that are used by the marketers in order to
identify and select media outlets such as newspapers, websites, TV, radio, social media etc. This
help the organization in determining how, where and when the advertising message will be
provided (rabtree and Zhang, 2022). The media plan in relation to the Sainsbury’s has been
described as under:
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Campaign type and rational: - it is very crucial for the firm to opt the best campaign so that
more customers can know about their products. The management of Sainsbury use digital media
platform to target customers.
Objectives: As regard with Sainsbury’s, the objectives of the company to execute the media plan
in effective manner to increase the brand awareness and make more loyal customers. The main
objective of this media plan is to reach more and more customers and increase the sales of
company by 25 %. An organization is required to define the objectives for the media plan so that
it can run the campaign in an appropriate manner.
Target Audience: With reference to the Sainsbury’s, the target audience of the organization is
mainly female which provide products according to their needs. This helps the company in
encouraging the customers to buy their products which leads to increase in sales.
Medium of marketing campaign: As regard with Sainsbury’s, the company uses various
medium for the marketing campaign such as social media platforms like (Facebook, Instagram),
websites, print media etc. that enable the organization to make the customers aware about their
products. This helps the company in increasing the brand value and sales as well.
Content: The content of the Sainsbury’s is consisted of the data, text, sounds, images, graphics,
music and many more things which help the organization in attracting the customers. The
message which is design must catch the eyes as well as mind of customers towards the
campaign. By the advertisement campaign, people are encouraged to buy the products of a
business concern which generates the revenue for the company.
Recommendations: In relation to the Sainsbury’s, it has been recommended to the company that
it should determine all the internal and external factors that can affect the business and
profitability and made media plan accordingly. It should select the proper media channel and
determine the relevant timeline. This make the marketing campaign of the company successful
and assist in increasing the sales and revenue. Along with this it also being recommended that
they have to paid focus on competitor’s strategies and analyse their tactics. This will be very
helpful for firm in attaining objective.
Media budget: To run a marketing campaign, it is required to set the media budget which
includes some expenses that supports the company in implementing the campaign. The expenses
that are involved in the media budget are described as under:
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Particulars Amount
Equipment 160000
Advertising 40000
Promotional tools 10000
Media house 10000
Total 2, 20,000
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M5 Devise an integrated multimedia plan, selecting appropriate digital, offline and social
media channels for communication.
In order to develop the best media plan firm must have to paid emphasis on all marketing
channels. In relation to Sainsbury, print media method like banners, hoardings are use as offline
marketing tool and social media channel like Facebook, Instagram use by firm as online tool. the
utilization of effective channel allow organisation in attaining all objectives as well success.
D4 Provide a justified integrated multimedia plan based on quantitative and qualitative
criteria.
The media plan which is develop by the company must have to checked on the basis of both
qualitative and quantitative criteria. The management of Sainsbury’s, checks engagement of
customers and conversation rate on quantitative basis and on the other hand feedback from
customers are measured by firm on qualitative criteria.
CONCLUSION
From the above discussion, it has been concluded that marketing plays a significant role
in an organization which enable itself to stay in the competitive environment by making analysis
of internal and external factors that can affect the company. Marketing helps a business concern
in increasing the sales and make the customers aware about the offerings of the company. The
report has discussed about duties and responsibilities in marketing and the components of the
business environment which can affect the strategies of the business. Further, the report has
discussed the SWOT analysis of the company in order to know the strengths and opportunities
that can help in gaining the competitive advantage. Moreover, it showed the marketing plan
which includes mission, vision, objectives, STP analysis budget and so on and also discussed the
media plan which includes the objectives, target audience, medium content ATC which can
make the marketing campaign successful.
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