This report analyses the SWOT analysis and service marketing challenges for Sainsbury, a renowned retail store in the United Kingdom. It identifies the strengths, weaknesses, opportunities, and threats (SWOT) facing the organisation. It also determines the key service marketing challenges (weaknesses and threats) for the next 3 years and analyses the threats through the lens of theoretical principles of services marketing. Finally, it provides recommendations to overcome challenges within the constraints of strengths and opportunities.