Marketing Strategy for Sainsbury's: Segmentation, Targeting and Positioning

Principles of Marketing
Assessment 2

Contents:
INTRODUCTION...........................................................................................................................1
Summarise the organisations current situation............................................................................1
Develop the marketing strategy based on segmentation, targeting and positioning ...................2
Discuss how the marketing mix can be used to help the organisation in order to improve the
growth and market share .............................................................................................................3
CONCLUSION ...............................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Marketing has been defined as promotional activities of a company to encourage the
purchasing or selling of the products and services. Promotional activities consist advertising,
selling, distributing as well as delivering goods and services to consumers or many other firms.
Marketing plan refers to the advertising strategy which a manager of business will apply to sell
their goods and services in the market. To define the concept of marketing plan the chosen
organisation is Sainsbury's which is multinational grocery food retail company (Kim and Kim,
2018). It was established in 1969 by John James Sainsbury's at UK. The company deals in food
products, grocery item many more products related to house hold in their super market.
This report highlights the current situation of chosen organisation as well as marketing
plan by using marketing mix tools to improve growth and market share.
Summarise the organisations current situation
In this report the selected organisation is Sainsbury's which is British grocery food retail
company. The company deals in grocery and food related product like packed house hold items,
pulses, spices, beauty products and many more. It has near 1400 stores and supermarkets across
the world as well as there are around 180,000 employees working in their superstores, forecourt
shop, convenience shop and super market in order to provide product and services to the large
number of customers. It also sponsors many football players, associations and teams to promote
their product in all over the world as well as encourage people to play sports and build their
career in it. Sainsbury's is market-oriented organisation which focuses of satisfying the demands
or desires of its customers. The company invest huge amount in its marketing activities to make
sure products and services are targeted to its grocery or supper market. It promotes it products
through multiple channels on both national and local level. The sales of the company are
declining due to increase in competition, advance technology, innovative marketing and pricing
strategy of the new competitors and many more. The management of Sainsbury's decided to
extend their business operations in new market in order to increase their market share. Extension
strategy includes adding extra features in products, repackaging as well as changing the price of
product. For this they have to develop effective marketing strategy to promote their product in
target market in order to attract large number of customer (Sainsbury'ss, 2022).
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