Strategic Marketing Planning for Sainsbury's: Objectives, Analysis, and Strategies

Strategic Marketing Planning

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
TASK-1............................................................................................................................................3
P1- Brief introduction of Sainsbury’s..........................................................................................3
P2- Brief investigation on retail industry.....................................................................................3
STEP 1.............................................................................................................................................4
P3- Importance of environmental analysis-.................................................................................4
P4- SWOT analysis......................................................................................................................4
P5-PESTLE analysis....................................................................................................................5
STEP2..............................................................................................................................................6
P6 – Importance of setting marketing objectives........................................................................6
P7-Organisation objectives..........................................................................................................6
STEP 3.............................................................................................................................................7
P8-Marketing Strategy impact and its importance......................................................................7
P9- Strategy selection..................................................................................................................7
STEP4..............................................................................................................................................8
P10- Segmentation, targeting and positioning.............................................................................8
P11- Targeting of Sainsbury........................................................................................................9
P12- Positioning of Sainsbury.....................................................................................................9
P 13: Marketing mix and its importance....................................................................................10
P 14: Marketing mix of Sainsbury’s..........................................................................................10
P 16: Implementation and control of strategic plan...................................................................11
P17 – Conclusion of Task-1......................................................................................................12
Task 2-...........................................................................................................................................12
Strategic importance of monitoring and control of marketing strategies..................................12
CONCLUSION..............................................................................................................................14
REFERENCES................................................................................................................................1

INTRODUCTION
Strategic marketing plan refers to setting of objectives &goals of company by analysing
various external and internal factors and implementing various planning related to company
products which helps in tracking performance of company. It refers to strategy adopted by
company in order to market its products to its end customers. Sainsbury is second largest chain
of supermarket in UK which has wide range of product in groceries, home wares, electrical and
various others. Present report will lay down feasible and realistic marketing plan for the
organisation which will take into consideration various analysis and will brief on strategic
importance of monitoring and evaluation of marketing strategy of the company.
MAIN BODY
TASK-1
P1- Brief introduction of Sainsbury’s
Sainsbury’s is one of the largest chain in supermarkets which is based out of Britain with
Over 16% of share in supermarket. The company was being founded in year 1869 by John James
Sainsbury which became the largest retailer in 1922 for its groceries segments, where in the year
1995, TESCO overtaken Sainsbury’s to become market leaders. The company has divided its
operation in three major division such as Sainsbury’s Bank, Sainsbury supermarkets which
includes various stores that provide wide range of consumer products and Sainsbury’s Argos. It
has also established online platform to reach to its end users where it enables its customers to
order products sitting at home and get free home delivery.(Sainsbury's,2018)
P2- Brief investigation on retail industry
Retail industry refers to selling goods or services through variety of channels of
distribution to earn profits. They satisfy the needs and wants of their customer by implementing
and executing supply chain in efficient and effective manner. With various upcoming social
media platform and smartphones it has changed the way how consumers shop there products and
services(Pantan, 2017).. The Brexit situation where UK votes to leave EU have far reaching
impacts on UK retail industry where it has affected business in way of accounting to lower
profits and have decline in sales volume of retailers where it also laid positive impact in business
with less corruption and helped in contributing towards long term growth of economy. It has

affected as before Brexit it has accounted free trade without tariffs and others but after that it has
taken advantage of same where it was being recovered from customers as a result of charging
high prices for products (Peck, 2016).
STEP 1
P3- Importance of environmental analysis-
Environmental analysis is extremely important to understand as it takes into consideration
internal and external that affects and influences decision making in Sainsbury’s. This is
important as it helps in deriving success of business which is highly dependent on how precise
decision of company is made which enables company with best option for its growth and
success. It helps Sainsbury’s by providing with various opportunities and threats which refers to
its external environment (What is Environmental Analysis?,2016). It helps to outline and
improve areas where company is lacking. Through proper analysis of environment it helps
company to utilise its resources more effectively that support in making long term strategies
more effectively as a result accounts to company highly profitable.
P4- SWOT analysis
Strengths- its strengths lies in its highly
promotional strategies that are innovative and
helps in getting competitive edge over its
competitors. Its biggest strength also lies with
opportunity to cater all type of its customers
where it identify needs and wants effectively
which derives customer satisfaction for them.
(Sarsby, 2016)
Weakness- Its biggest weakness is it has low
margins in food products as a result of growing
competition there is also added risk where it
cannot take high prices as a result it is cutting
down cost and keeping prices lower as
compared to its competitors to attract huge
customer base.
(Vlados, 2019)
Opportunities –There are various opportunities
for Sainsbury’s where they can expand its
business domestically as well as internationally
(FATRICIA, 2016). They can strengthen online
there online platform which will support its
future growth and by which company can get
Threats- The major threat possessed to
company is its competitors where they can any
day come up with strategies that beat up the
market for Sainsbury where its position can be
threatened in marketplace which will impact its
sales heavily.(Leiber, T., Stensaker, B. and