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Sainsbury's Strategic Marketing

   

Added on  2020-11-12

14 Pages4544 Words61 Views
Strategic Marketing

EXECUTIVE SUMMARYStrategic marketing is necessary for every organisation who aims at sustaining andexpanding its business operations in different nations. The following report is made on thecompany Sainsbury's which aims to launch ethnic product lines for Indian markets. The report isdivided into four different sections which aim towards identifying potential opportunities whichwould help the firm to achieve its business purpose.A detailed PESTLE analysis of India was made to identify potential externalopportunities and threats the firm could experience while entering Indian markets. Throughdetailed analysis of the nation's environment, it was found that even though the political andeconomic environment of India are difficult for Sainsbury's to sustain, yet with proper planningand use of ethical and effective measures, the company could establish its market in the countrysuccessfully.Another detailed analysis was made on potential entry modes the company could use toenter Indian markets with its new offering. It was found that out of various competent modes,Franchise would be the best mode for Sainsbury's to enter the nation. Through this entry mode,the firm could earn maximum profit and it would help the firm to maintain control over itsbusiness operations happening in the country.Report also included market segmentation and targeting practices which are crucial forthe firm to attract desired customers. Through effective study, it was found that customers ofurban areas with healthy lifestyles would be the best potential target market for Sainsbury's tosell its ethnic wears.Lastly, the agenda of the report was to identify the most suitable generic strategy thatcould be adopted by the company to effectively sell its product and gain a competitive edge.Detailed analysis found out that Differentiation strategy would serve best for the company toattain an impressive market share. This strategy would also help the firm to gain a competitiveedge over the local and international competitors in the country.

Table of ContentsEXECUTIVE SUMMARY.............................................................................................................2INTRODUCTION...........................................................................................................................1COMPANY OVERVIEW...............................................................................................................1PESTLE ANALYSIS......................................................................................................................1MARKET ENTRY MODES...........................................................................................................4MARKET SEGMENTATION AND TARGETING.......................................................................5PORTER'S GENERIC STRATEGY:..............................................................................................7CONCLUSION................................................................................................................................8REFERENCES................................................................................................................................9

INTRODUCTIONStrategic marketing is the process of planning, developing as well as implementingmanoeuvres that is adopted by an organisation to obtain a competitive edge in the market(Proctor, 2014). The strategic marketing plan is considered as a creative process. In order toachieve desired goals and objectives, it is very important for a firm to prepare a strategicblueprint of these objectives. The assignment below is based on Sainsbury's which was foundedin 1869 by John James Sainsbury. It is the second largest retail company in United Kingdom.The firm aims to expand its business operations in India. Along with its other diversifiedoperations, the company is launching ethnic wear clothing for the people of the country. Thereport covers detailed PESTLE analysis of India, various market entry modes, marketsegmentation and targeting and Porter's Generic Strategy. All these measures are necessary forthis firm to successfully expand its business operations in India. COMPANY OVERVIEWSainsbury's is one of the largest retail firms in the United Kingdom. It deals in generalmerchandise, food and clothing retailing. Moreover, the firm also provides financial and propertyinvestment services in the country. The firm operates different store formats like supermarketsand convenience stores. The company is currently focusing on expanding its online marketingoperations which include online grocery delivery and merchandise operations. Sainsbury's planto expand its business operations in India by establishing an exclusive ethnic product line. Toachieve this successfully, analysis using various tools and techniques has been effectively made.PESTLE ANALYSISPESTLE Analysis is one the best tool that is used to track the external factors that affectsthe company’s entire operations and function (Kimball, 2017). Sainsbury’s is going to expand itsbusiness in India. Thus, there are various factors that affects both positivity and negatively to thecompany in India. With the help of Pestle Analysis tool, the firm can identify various externalfactors which would influence the expansion of company. There are six factors in PESTLEAnalysis tool which are Political, Economic, Social, Technological, Environmental and Legal.Success of Sainsbury’s in expanding its business operations in India heavily depends on thesefactors.1

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