Strategic Marketing: Sainsbury's Organic Food Products

STRATEGIC
MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Part 1 Introduction and product/service description....................................................................3
Part 2 Market evaluation..............................................................................................................4
Part 3 Segmentation, Targeting and Positioning.........................................................................6
Part 4 Marketing mix of Sainsbury..............................................................................................8
Part 5 Implementation issues.....................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES................................................................................................................................1

INTRODUCTION
Strategic management is the procedure through which a company differentiates itself from
their competitive firms by focusing on strengths and opportunities in order to provide better
services and values to the consumers. It is a long term approach and a business plan with
fundamental goals of achieving sustainable competitive advantages by understanding the
requirements and desires of customers. Strategic marketing helps the organization to streamline
their products and services that provide profit margin to the firm because it starts with SWOT
analysis of the consumers and existing market trends (Sabattin, J., 2020).
Sainsbury is the second largest chain of supermarkets available in United Kingdom.
Company provides employment to overall 145,000 employees all around the world. It is the
largest food retailer with over 600 supermarkets and 800 stores operating (Ansoff, R., 2018).
This report will describe the topic of product or service description, its evaluation and STP
of the new introductory product by the Sainsbury within the market place in order to enhance
their profit margin in front of their competitors. Apart from this, the study will also highlight the
concept of marketing mix along with implementation issues in order to coordination among
different departments and the role of internal marketing.
MAIN BODY
Part 1 Introduction and product/service description
Sainsbury is the public limited company which is registered under the London stock
exchange. It is the leading UK food retailer company and provides major turnover of the
organization. Establishment gives employment to various people and thus it becomes the major
player of the economy. The company is famous for its high quality and services apart from its
pricing strategies. Business strategies refer to different activities carried out by an organization at
different level of its growth and expansion plan. The strategy acts as a guide for the business in
order to reach its target (Kuznetsovd, V.P., 2017). A successful business strategy is will design
and plan all the activities required to be carried out in order to reach the organizational goals in
successful manner. In this report the business strategy that has been applied by Sainsbury in
order to attain advantages for their firm are introduction of organic food items in their stores in
order to expand their business activities and enhance their profit maximization within the
competitive world.

In order to run or start their business strategy in an effective way, company follows several
strategies for the introduction of new and innovative organic products, through these products
enter into the new market, strategy for business growth and its products marketing strategy in
order to achieve desired outcome. Currently, people became more aware about their health and
products offered by various companies. Customers take complete analysis of products as well as
services that has been offered by any organization. So, in order to give advantage to their
consumers as well as potential customers, company adopts strategies by introducing organic food
products within the market space in order to attract more and more customers towards their
business strategies which provide ultimate profit to their firm (Sainsbury, D., 2020). For such
activities company have to offer certain products for instance raisin filled oatmeal or raspberry
filled oat meals which are healthy as well as differentiate its product from their other competitors
which will automatically attracts the attention of consumers and helps to build new potential
consumers. In this whole report an analysis of business strategy of an organization is required to
be carried out.
Part 2 Market evaluation
Sainsbury is the largest retail industry service provider to the United Kingdom economy
which has generated £395billion retail sales all around the year and a total of £319,000 retail
business. The UK industry is very much enriched and vast with many of the successful retailers.
According to the evaluation, it has been analysed that retail sector is the most rising and
competitive sector of the country. Morrison has over 60% of the total market share combined and
over the past many years a slow but consistent strategic shift has been taken place within the UK
(Alves, H., 2019). In total there was a direct impact on the customers buying behaviour over
many years considers the market development and share. The industry as well as the Morrison is
running through some significant factors and among those important factors the changes in the
customers behaviour is the most prominent. Some other major factors which affects the industry
as a whole are Brexit effect, wages, customer spending, competition as well as advancement if
technological changes which force the organization to take necessary changes among their
business activities.
Over the past decade, Sainsbury faces decline in overall sales with the lowest revenue
generation and for the betterment of the firm, company take necessary actions in order to