Introduction to Marketing: Strategies for Success with Sainsbury's

Introduction to
Marketing

Table of Contents
Introduction......................................................................................................................................3
Main body .......................................................................................................................................3
Defining marketing ....................................................................................................................3
Extended Marketing Mix along with example............................................................................3
Discussing how business use marketing to remain competitive using SWOT analysis.............4
Ansoff growth matrix..................................................................................................................5
Discussing use of digital marketing to improve performance and growth.................................6
Conclusion ......................................................................................................................................6
References........................................................................................................................................6

Introduction
Marketing is defined as the process of promoting goods and services of an organisation of
the purpose of maximising customer base. An organisation adopts various marketing strategies in
order to increase their revenues and overall expansion and growth. The purpose of this report is
to develop an understanding of marketing mix and other strategies that are formulated to enhance
success in context of an organisation. The chosen company for this purpose is Sainsbury's, which
is one of the leading supermarket operating worldwide. The organisation was founded in 1869
and is headquartered in London, United kingdom owning approximately 600 supermarkets and
800 convenience stores indicating established brand image and high market presence. This report
discuss various models and theories which assist constructive formulation of strategies in order
to accomplish organisational goals.
Main body
Defining marketing
Marketing refers to the techniques and approaches adopted by an organisation which
helps in enhancing customer engagement through increasing brand awareness. It is the process
through which an organisation promotes their products which helps in sales maximisation and
high profitability margins such as personal selling techniques, advertising, discounting policies,
commercials etc. In context to Sainsbury's, there are various marketing methods used by the
company through which it attempts to grab attention of audience towards their goods and
services.
Extended Marketing Mix along with example
It is a set of marketing tool which a company uses to follow marketing goals in the target
market. It is important for an organisation's short and long term approaches for making sales
which increases profitability and brand image that customer engage. It is the mixture of seven
elements that aim to work together to attain the principles of marketing strategy(De Villiers and
Tipgomut, 2018). It is the pillars points of an organisation that what it needs and where it can
improve so that it can gain its market share and profitability with optimum utilisation of
resources.