Marketing Sales and Negotiation Skills: A Case Study of Sainsbury Company

This report discusses the marketing strategy of Sainsbury Company, including SWOT, PESTLE, and marketing mix analysis. It also highlights the importance of sales and negotiation skills in increasing productivity and provides recommendations for changes in marketing strategy.

Marketing sales and negotiation
skills

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
PESTLE analysis.........................................................................................................................3
Swot analysis of Sainsbury: ........................................................................................................6
Marketing mix of Sainsbury company: .......................................................................................8
Sales and negotiation skills .........................................................................................................9
RECOMMENDATION: ...............................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing sales negotiation is referred the strategy between the seller and buyers that
lead to deal being closed. The aim of sale negotiation is an agreement which must be acceptable
by everyone for the protect of profit margins. There are various types of marketing roles which
includes the meet customers needs and wants, adapting the right price, better product offerings,
management demand, face competition and organization reputation and growth. In this report
will discuss the Sainsbury company, the company is the supermarket sector in the London,
United Kingdom. Sainsbury company is the largest retailing industry of groceries. This report
will elaborate the SWOT, PESTLE and marketing mix of Sainsbury company as well as their
sales and negotiation skills.
MAIN BODY
PESTLE analysis
By using the PESTLE analysis, the factors affecting the political, economic, social,
technological, legal and environmental factors which can affect the market conditions.
Factor Impact
Political Brexit is currently affected
the Sainsbury company, it
means the England is no part
of European union which
leads in increase import
rates. The Brexit is cannot
determine the Sainsbury
leading but this increase the
product price of the brand
and it results in lost of
customers to competitors
because that provide low
price wholesale .
Negative
Economic Sainsbury is always negative

dependent on the transport to
ship its product all across
United Kingdom and the
petrol and diesel pricing are
high that's why their brand
products pricing is also
increased and this result lead
in the high salary
expectation of employees
that are affecting the
company Sainsbury
(Bentham, 2018). The newer
brand of the company such
as Aldi and Lidl which rise
the new supermarket chains
that are the strong economic
factors of company.
Social The customer's preference
are driven from the fast food
items, because the United
Kingdom consumers
becomes a health conscious
diet and not prefer the fast
food items. So, company has
to change the menu for the
customers who are health
conscious and include the
healthy foods in the menus
such as organic shakes and
salads. In further illustration,
it affects the consumer's
positive

behaviour so, the company
brand must ensure that they
are full-fill the consumer's
behaviour demands and
needs.
Technological In the technological factors,
the company are e-
commerce store facility to
heir customers, that result in
the increased profit for the
organization because the
current generations are tech
friendly which helps in
improve the customers
experience and increase the
market campaigns and sales.
positive
Environmental The Sainsbury company
produce a high carbon
footprint and it is highly
opposed to the
environmental factor. The
company need to change the
brand which are produce
serve plastic waste, fossil
fuel and ecological cost and
take action for the
environmental impact
(Nandonde, 2019).
negative
Legal The Sainsbury brand have
option to make decision and
applied it as well as
negative

company must ensure that
the changes are systematic
need in the brand, if they are
delay in regulatory approval
which can result in loss in
market shares as well as
other competitor will give
better experience to their
customers. The legal law of
Brexit economy also affect
the company brands so, the
Sainsbury need to change the
policies of their company.
Swot analysis of Sainsbury:
SWOT analysis of Sainsbury refer the strength, weaknesses, threats and opportunities of
the companies leading chain in supermarket with the business strategies.
Strength:
 Sainsbury has a strong market chain
with a good employees strength and
company follow innovation strategies
which helps organization to grow.
 They have opportunities to expand
expensive products for high income
segment.
 Strong finance statements and have
consistent profitability.
 They capture whole market by
providing Sainsbury products such as
gourmet bakery lines, ready-made
Weaknesses:
 Sainsbury has high competition and few
margins so, Sainsbury reduces the price
for attracting the customer's.
 Increase in product price because of
economic uncertainty in the pandemic
condition that result in low sales.
 It difficult to switching brands because
retail brand bear a lot of risk and its
difficult for company to retain
customers.
 Sainsbury also faces the financial
instability from past years which affect

meal etc.
 company provides friendly workplace
to employees for work.
 Strong brand image.
 good marketing across the united
kingdom (Benzaghta, 2021).
 Company is listed on London stock
exchange index and FTSE index.
 Have experience team for work which
help organization to grow.
the net profit and annual revenue of
company.
Opportunities:
 Expand their business in growing
economy.
 For explore new market company can
collaborate with other companies
through partnership, join venture etc.
 Open 24/7 services for boost their
sales.
 Expand in rural areas for making good
brand image.
 Market penetration and market
development.
 Diversification of products in the
market
 make innovation in their products and
services.
 Networking marketing.
Threats:
 Sainsbury facing high Competition in
the marketplace because competitors are
also comes with new product and new
technologies that are the biggest threats
for the company.
 There are various controversies of
Sainsbury like VAT avoiding scheme,
Ethical and environmental issues, dairy
price fixing, etc (RASHID, 2020). that
will result weaknesses for the Sainsbury
in the market.
 The new changes in the rules and
regulation are major drawbacks for the
company.
 The annual revenues and net income of
the company decrease because the
purchasing power of consumers are also

 New technology. reduced due to worldwide lock-down
and pandemic situation
Marketing mix of Sainsbury company:
Marketing
Tactical Tools
Current Strategy Your evaluation/argument on the
effectiveness of each marketing
tool
Product Sainsbury have stock more than
30,000 and more diversified in their
products range which includes the
fish and meat, vegetables and fruits,
chilled items, dairy items, bakery,
bars, house holds, health and care as
well as pet care.
The company is not provided
healthy foods and the UK
customers are become Health
conscious and not sales healthy
(Campo, 2021).
Price The Sainsbury offer different price on
the different products which helps in
ensure the customer retentions as
well as maintain services and quality.
Furthermore, the company not
believe in the price cutting strategy
but use the price policy in terms of
products.
Sainsbury increased price on their
own brand products which are not
good for the company profits
because the customer retention are
decline through the high price.
Promotion Sainsbury have its own official sites The company use many brands

for the better promotion and also
launched the ad campaigns such as
radio, TV, newspapers and billboards
to market product. The Sainsbury
also adopted the above the line and
below the line marketing strategies
which are helps in build brand name.
promotion strategies which are
expensive for the company and
company will also bear the loss
from the promotions expenses.
Place The Sainsbury groceries stores,
convenience shops and supermarkets
which are largely operated in Drury
Lane, London, United Kingdom. The
Sainsbury also operate the Fuel and
selling petrol and diesel at its
supermarkets.
The stores, convenience shops and
supermarkets are broadly
expanded in the United Kingdom
but, its handling and managing in
broad area are more difficult to
managing for the company.
People Sainsbury provide better experience
and service to the customers with
interact with them as well as they
also look for the employees that they
provide training to them and motivate
them with the help of Maslow's
hierarchy of needs theory
(Wichmann, 2021).
Sainsbury should place right
people at right job as well as
provide equal and better
opportunities to all workers.
Process In the process, Sainsbury provide
better service delivery which are
important for the process.
The company not only focus on
the service delivery, but they must
keep customers in their minds.
Physical
evidence
The company prefer the physical
evidence for attract the customers
towards the buying such as wall
colour, packaging and website
experience.
With the physical evidence,
company should focus on the
customer's satisfaction that are
more important for the business.

Sales and negotiation skills
Sales and negotiation skills is very essential for the progress of the business enterprises
that I acknowledge when working in the sales department in the organization. With the
assistance of sales and negotiations skills I improve my learning in various areas. Personally I
improve my communicational skills when I am dealing with the large numbers of the customer
on the regular base. During the communication I exchange my ideas, creativity and views with
the customers in order to satisfy them in effective as well as efficient manner. In my opinion
dealing with the customers is not easy task for the individual person as every customer have
different mindset and way of thinking. With my personal experience the sales department
required proper knowledge and the skills in order to deal with the various consumer (Koponen,
Julkunen, and Asai 2019). The selling the product to the customer is just feel like I was selling
my skills and knowledge to the consumer in order to convince them for buying the product as per
their requirements or demand. Skills are the major part in the sales department because it
directly creates impression on the buyers and allow the buyers to consider the skills in the
process of decision-making. From my personal observation I have good communication which
allow me to increase the productivity and sales of the company. My communication skill is my
biggest strength for dealing with the forthcoming challenges and best career path.
During the sales and negotiation session I learned that for the increasing the sales of the
company it is important to determine the taste and preferences of the consumer which can be
analysis with the assistance of communicational as well as emotional intelligence skills.
Emotions play crucial role in generating sales and increasing the profit of the organization. With
the emotional intelligence I have opportunity to bring better relationship with the consumers and
able to deliver the transparency or build trust among the people (Khan, and Baldini, 2019).
Apart from that I acknowledged that the emotional intelligence, communication skills, sales
skills or negotiation skills give assistance in creating values in domestic as well as international
marketplace. Along with that for selling the product and services of the company it is important
to bifurcate the differences in productivity to apply and for strategy in an appropriate manner.

RECOMMENDATION:
Recommendation for the changes on the basis of marketing mix that has to changes in
marketing strategy.
Marketing Tactical Tools Recommendations to each P
Product The company has to focus on the health diet food such as salad
and organic foods. As well as also diversified their Sainsbury
fuels like provide variety of petrol.
Price The company should offer quality products at cheaper price and
increase their production of own brands with best offer
(Bentham, 2018).
Promotion Vouchers should be introduced with the promotion and
advertisings.
Place Sainsbury should focus on the internet sale and spend online
with providing offers to the customers scheme like vouchers.
People The company should motivate employees with the incentives
and bonus.
Process Service delivery to the customers with the gifts and g ifs which
helps in attract the more people.
Physical evidence The physical evidence for attracting the customers, they should
use eco-friendly evidence to attract and retain more customers.
CONCLUSION
From the above report it will be concluded that the marking play crucial role in
increasing the lasses and productivity of the company in effective as well as efficient manner.
Basically the marketing is the process of increasing the awareness among the people. The
present report highlighted that the company is having grate value in domestic as well as
international marketplace (Andriole, 2018). Apart from that the report mentioned that the

organization is having various opportunity to grow higher in the marketplace. Furthermore, the
report mentioned that the sales and negotiation skills helps he individual person in dealing with
the challenges and develop the career path.

REFERENCES
Books and journals
Andriole, S.J., 2018. Skills and competencies for digital transformation. It Professional, 20(6),
pp.78-81.
Bentham, J., 2018. Business and Economics in the News–Sainsbury's and Asda-the decade's
mega-merger. Teaching Business & Economics, 22(3), pp.11-12.
Bentham, J., 2018. Business and Economics in the News–Sainsbury's and Asda-the decade's
mega-merger. Teaching Business & Economics, 22(3), pp.11-12.
Benzaghta, M.A., and et.al., 2021. SWOT analysis applications: An integrative literature
review. Journal of Global Business Insights, 6(1), pp.55-73.
Campo, K., and et.al., 2021. Going online for groceries: Drivers of category-level share of wallet
expansion. Journal of Retailing, 97(2), pp.154-172.
Khan, M.A. and Baldini, G.M., 2019. Global Business Negotiation Intelligence: The Need and
Importance. In The Palgrave Handbook of Cross-Cultural Business Negotiation (pp. 3-
16). Palgrave Macmillan, Cham.
Koponen, J., Julkunen, S. and Asai, A., 2019. Sales communication competence in international
B2B solution selling. Industrial Marketing Management, 82, pp.238-252.
Nandonde, F.A., 2019. A PESTLE analysis of international retailing in the East African
Community. Global Business and Organizational Excellence, 38(4), pp.54-61.
RASHID, C.A., 2020. Balanced Score Card and Benchmarking as an Accounting Tool to
Evaluate Morrison’s Performance. Journal of Global Economics and Business, 1(3),
pp.59-72.
Wichmann, J.R., and et.al., 2021. A global perspective on the marketing mix across time and
space. International Journal of Research in Marketing.
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