Strategic Marketing: Market Audit, Competitor Analysis, and Customer Analysis for Sainsbury

STRATEGIC
MARKETING

Introduction
 Market audit is helpful to enhance the company’s marketing performance and find out
the areas of issues which can be solved using strategic techniques.
 The present report will analyse various effects which may affect one of the largest retail
brands in UK, Sainsbury.
 The company deal in retail market providing services like clothing, groceries,
electronics and others. Further, the report will give information about competitor and
stakeholders analysis.

Market audit
 The market audit is the study of business marketing environment analysis, in order to
achieve business goals, strategies, various opportunities, principles to ascertain the
various of problem.
 It also evaluates the complete business promotional atmosphere and the main purpose
here is to find out the market strategies that are working or not for success.

Market size
 The market size is the figure of potential buyers of services or products within the
market. So, the present company Sainsbury needs to understand target customer in
order to determine their market size. One of the most important tasks for managers is to
measure the potential value that market has. Therefore, they need to focus on
competitor market share in order to find out customer needs through interviews,
surveys and feedback (Haque, 2021). The company must estimate the new market size
on the basis of customer demand. On the basis of market share the company can find
out the percentage of sales and revenue in the business market. It is stated that if the
company is selling large number of quality products will likely to have a high
percentage of revenue or sales (Marketing audit, 2021). By using various technique
company can evaluate and measure the market situation and its size. Example-
customer surveys, suggestion from experts, testing market strategies and finding out
new launches.