Strategic Marketing Management Segmentation, Targeting & Positioning in Sainsbury Industry

Running Head: Marketing
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SAINSBURY
Strategic Marketing Management
Segmentation, Targeting & Positioning (STP)
2/8/2020

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Contents
Introduction......................................................................................................................................2
Theoretical and conceptual perspective of marketing models of strategic marketing.....................2
Understandings of STP in Sainsbury industry.................................................................................3
Strategic implementation issues in company...................................................................................4
Generic management recommendations..........................................................................................5
Conclusion.......................................................................................................................................6
References........................................................................................................................................7

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Introduction
The report is prepared in regard to the concept of the strategic management and conceptual
models and the framework of marketing concepts. The competition in the market is very high so
strategic marketing is required in the company for the proper planning, developing and
implementing the things. The objectives of the company can be achieved through the proper
outline so in this report, the model of the segmentation, targeting and positional will also be
stated (Christofi, et al., 2015). The issues in the process of the STP in the company Sainsbury
will also be elaborated in this report and recommendations to solve those issues will also be
enhanced. STP helps in marketing to evaluate the segmentation of the market, targeting the
customers and positioning the offers. STP is the tool which is very effective in marketing as it
helps in aligning with the products with the right customers.
Sainsbury’s is the retailing company that was founded in 1869 by Jon James Sainsbury. The
company was headquartered in London, United Kingdom which has many supermarkets,
superstore serving in the UK. It is the second-largest supermarket chain in the UK which has
many groceries (Khan, 2014).
A theoretical and conceptual perspective of marketing models of strategic marketing
STP is one of the important processes used in the marketing aspects of any organization. This is
considered as a familiar strategic approach used in the process of modern marketing. STP
process is one of the important concepts as it defines the proper link among the market and the
aspects of managing competition in the market. Segmentation is the process to divide the whole
market of the product into various segments (Schlegelmilch, 2016). In this process of
segmentation the process of splitting a market into small groups with the same characteristics to
select an appropriate target market. Targeting is the process of selecting the target market from
the whole market. Target Market includes a group of buyers that satisfaction matters for the
organization. Positioning aspects help to create the impression of brands in the minds of the
target audience that work as per the product or service among consumers.
There is various STP model used by the organizations to maintain the overall marketing process
in the business organization. The segmentation is treated as an essential marketing development.

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Segmentation is one of the important aspects used in the marketing organization. STP model
provides proper help to the marketers in managing their marketing environment and improving
all the aspects of the marketing environment (Andaleeb, 2016). The model of STP is helpful in
making marketing communications with the customers and target audiences. The product-
focused approach is better to provide relevant messages to commercially appealing audiences.
In the STP model, the three important aspects are included that are segmentation, targeting and
positioning. In the market segmentation, the base for the segments is identified that is much
beneficial for the overall aspects of the marketing of the business organization. The other aspect
is related to the market targeting that includes the proper evaluation of the potential and
commercial attractiveness of each and every segment in the company (Domegan, et al., 2016).
One or more segments are selected in this process as a target market that is most important for
the overall growth of the company. The last and important aspect of the STP model is the
positioning of the products that decide the proper position of the products in the marketing
process. STP focuses on the selection of the most valuable segments, effective commercial
activities and product positioning strategy for the marketing mix.
There are various theories included used in the STP process of the company as this decides the
profitability and productivity of the company. STP is relevant to digital marketing that includes
various tactical communications in the overall organization. The concept of STP marketing also
includes in the digital marketing and improves the attraction of the customers. The STP model is
the most important model used in the overall process of the organization (Choi, et al., 2015).
This model helps the organization in achieving all the goals and objectives of the company and
also improves productivity and profitability. The use of this theory improves the overall growth
of the organization. This fulfills all the needs related to the marketing aspects as well as
consumers in the business. This provides several benefits and features to the organization.
Understandings of STP in Sainsbury industry
STP plays an important role in the Sainsbury industry as it gives several advantages to the
company. Segmentation is one of the essential processes that help in the development of the
company by analyzing the market. The Sainsbury includes geographical and behavioral
segmentation. This segmentation is the best segmentation in the business (Barton, 2015).