Strategic Marketing Management Analysis

This assignment focuses on the strategic marketing management of Sainsbury's, a prominent UK supermarket chain. It involves conducting a SWOT analysis using data from academic sources such as Wilson & Gilligan (2012) and Lusch & Vargo (2014), and applying the BCG Matrix to evaluate Sainsbury's business units based on market growth rates and relative market share. The assignment also explores the theory and practice of marketing, stakeholder management, and service-dominant logic, drawing insights from relevant academic sources like Sheth & Sisodia (2015) and Weidner et al. (2010).

MARKETING MANAGEMENT IN
PRACTICE

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Situational market analysis...............................................................................................1
1.2 Compare opportunities and threats...................................................................................3
1.3 Identified opportunities and threats to organisation's strategic objectives and position. 4
TASK 2............................................................................................................................................5
2.1 Different models used in strategic marketing planning and communications. ...............5
2.2 Construct a detailed framework of activities for an integrated marketing plan ..............5
2.3 Evaluate the constructed plan...........................................................................................6
TASK 3............................................................................................................................................7
3.1 Advantages and disadvantages of different campaign channels .....................................7
3.2 Marketing campaign plan for retail industry....................................................................8
3.3 Targets for the campaign by using SMART objectives...................................................8
TASK 4............................................................................................................................................9
4.1 Propose, evaluate and select a new product or service ideas ..........................................9
4.2 Compare the appropriateness of various market testing and selection techniques ......10
4.3 Evaluate ethical and CSR issues ....................................................................................11
CONCLUSION..............................................................................................................................11
.......................................................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
In this current era, most of the companies are using smart and innovative techniques of
marketing. Marketing is an effective process, it includes various activities which helps to
improve awareness of company's products and goods. This is very essential to identify current
market trends or situation of marketplace (Sheth and Sisodia, 2015). For assessing and
evaluating condition of market SWOT and PESTEL methods will be used by cited organisation.
There will be discussing about BCG matrix and strategic marketing plan, it includes different
stages which helps to identify objectives and goals of the company. In this assignment has been
choose Sainsbury organisation, it is a supermarket which is dealing with different types of home
and other products.
TASK 1
1.1 Situational market analysis
Situation market analysis is an method, it refers to a selection of effective methods and
techniques with the help of this managers of the cited company can properly analyse and
evaluate organisation's internal and external environment. It includes enterprise's working
capabilities, consumers, employers, competitors etc (Hollensen, 2015). For effectively analysing
and evaluating situation of market place so there can be use several methods.
 SWOT Analysis
 PESTEL
Illustration 1: SWOT Analysis of Sainsbury
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SWOT Analysis: This is an significant analysis tool, it can be use for auditing cited
organisation and external market place in effective manner. With the help of this easy to identify
strengths, weaknesses, opportunities and threats of Sainsbury.
Strengths
 One of the largest four supermarket in UK.
 This company has experienced and capable leadership team.
 Cited firm using excellent promotional and adversing method.
Weaknesses
 In the recent time period, Sainsbury rise good and product prices.
 High number of competition within segment of retail sector.
Opportunities
 This company has an opportunity to enter in the different markets, through joint venture
or partnership to explore these new market place (Lusch and Vargo, 2014).
 Sainsbury can expand their business in growing economic countries such as Africa, Asia
etc.
Threats
 In the current time period, regularly growing globalisation, which can be big threat for
cited company as well as opportunity.
PESTEL Analysis: It is an effective method, it include various major factors that can be
influence on company whether positive and negative in nature.
 Political: Sainsbury is a largest supermarket in UK and Ireland. This company's
performance and working capability affected by political factors. In the current time
period, increased globalisation that can be opportunity and challenge for organisation.
 Economical: The regularly increasing cost of fuels, it is one of the biggest economical
factors that can be affecting on Sainsbury's supply chain management process.
 Social: As defined opportunities are the part of SWOT analysis tool, developing social
trends in good quality and healthier foods of the company is a great opportunity for cite
enterprise (Wilson and Gilligan, 2012 ).
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 Technological: At this time period, technology is fastest growing in nature, that's why it
is essential for all retail companies to choose best and suitable technologies in working
environment for effectively complete task.
 Environmental: The reduction of carbon footprint has been provided several
opportunities and given emphasis to big retail companies.
 Legal: Cited company is bounded by various legal rules and regulations such as national
minimum wage policy, discrimination, fair treatment legislation etc.
1.2 Compare opportunities and threats
(Using the BCG Matrix for effective portfolio management, 2017)
For effectively analysing and comparing opportunities and threats of cited company,
BCG Matrix will be used. It is a portfolio planning model, which divided into four parts such as:
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Illustration 2: BCG Matrix

 Stars: These types of products have growth and dominant market share. It means star
products can be seen as leading goods in external market place. These products will
needs to invest fund for set an brand image in external market place and to support
further growth of cited firm (Grönroos, 2011).
 Cash Cow: This kind of goods don't need to be same level as before. Because it has less
competitive pressures with low market growth and high market share. Cash cows are still
enchaining income level of company but not maintain the costing of of organisation.
 Dogs: These products classified as lower level products, because it has a weak market
share and low growth. These are very casually making loss of company or low profit
level. This kind of products can be impacting on time management of company.
 Problem child: These products are in high number of growth but low market share.
That's why these sometimes referred as question mark due to it could be a reason such as
launch new products and goods in market. Along with this, a completed BCG matrix can
be used to evaluate and assess the strengthens and threats of cited organisation in
effective manner. Most of the enterprises are like to have mix of goods and products of
cash cow and stars (Mizik, 2010).
1.3 Identified opportunities and threats to organisation's strategic objectives and position.
From the above explained company's opportunities and threats, its impacting on
organisation's strategic objectives and their competition position in external market place.
Sainsbury's has several opportunities to expand their business in different markets with the help
of joint ventures or partnerships. Chances of developing business in effective manner assists to
achieve objectives and goals of cited firm as well as set a brand image at national and
international level. In the external market place has many competitive companies, which all are
always tries to compete each others while using different ideas and methods. Along with this,
competition is one of the biggest threat for cited company, that could be impacting on success of
business and attaining organisational goals. Another threat is increasing globalisation, which can
be opportunity and threat for Sainsbury ( Leonidou, and Leonidou, 2011).
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TASK 2
2.1 Different models used in strategic marketing planning and communications.
As per above defined, different models and tools of analysing and evaluating situation of
market place. These tools helps in developing effective marketing planing and better
communication level in organisation. This plan assists to achieve marketing objectives and goals
in significant manner. There has been explained SWOT analysis method, with the help of this
easy to identify company's strengthens, weaknesses, opportunities and threats. Cited company is
four leading supermarket in UK and Ireland, this is one of the biggest strength of this
organisation. This firm has many opportunities to expand their business in different segments
such as fastest growing economies of several counties such as Africa and Asia. Also there has
been explained PESTEL analysis method, with the help of this easy to evaluate and determine
external factors which may be impacting on organisation could be positive and negative in
nature. This analysis tool includes different factors and causes, which all are has been defined as
above. Both techniques or methods helps to take corrective action regarding any situation related
to the organisation as well as aids in making effective strategic marketing planning and
communication (Martinsuo, 2013).
2.2 Construct a detailed framework of activities for an integrated marketing plan
There will be explained an effective marketing plan for Sainsbury. It seeks to give
effective directions and identified major purpose of cited organisation. It includes several stages
which all are stated under following:
Stages Explanation Time scheduled
Mission The first stage of marketing
plan is to identify the major
reason why the organisation
exists in marketplace.
Basically, mission statements
defined the future goals and on
going role of the cited
10 to 15 days
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company.
Situation Analysis For analysing the situation and
market trends so there can be
use SWOT analysis method.
With the help of this easy to
identify company's
strengthens, weaknesses.
Opportunities and threats.
20 to 30 days
Objectives This is third stage of marketing
plan is to set major objectives
and goals. These should be
clear to all employees and
managers, so they can
effectively take corrective
action.
15 days
Strategy and evaluation This is the last stage of
strategic marketing plan. In
which develop an effective
strategy. This involves
choosing an target market, a
group of consumers who are
likely to buy products.
1 month
2.3 Evaluate the constructed plan
From the above explained marketing plan, it includes some stages which helps to identify
objectives and goals of the cited company in effective manner. Marketing is an continues
process which assist to enhance awareness of company's products and goods. In the first stage
has been identify the mission of cited company as well as this organisation where wants to go in
the future (Hagberg and Kjellberg, 2010). This is very essential to determine current mission and
visions of the enterprise as per that employers can be made an better marketing plan. In the
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second stage has been defined market situation with the help of SWOT and PESTEL method.
SWOT assist to define actual strengthens, weaknesses, opportunities and threats of the company.
On the other hand, PESTEL includes major macro factors which might be impacting on business
and their working process (Echeverri and Skålén, 2011). In the third stage has been explained
and clarified major objectives of marketing plan to all team members and employees of the firm.
After that chosen best and appropriate strategy for analysing market place then effectively
evaluate the actual review and outcomes of marketing plan. As per the outcomes and feedback
employers will take corrective action regarding any problems and issues also find out better
solution.
TASK 3
3.1 Advantages and disadvantages of different campaign channels
Sainsbury can use different campaign channels in order to promote their services and
products in the market so that awareness can be increased. By using some multimedia channels
such as social media, email marketing, brand media, search engine optimisation, web design and
content marketing (Navarro and et.al., 2011). By using these, the retail can enhance their brand
image in the minds of people. Some of these channels are as follows:
Social media marketing: This is an effective tool through which a company can promote
its campaign by targeting the large target audience. The benefits of this channel is that the firm
can reach to many people at a time, this is a cost effective and time saving approach. Some
limitations are like old people are not aware about these social sites such as Facebook, Twitter,
Yahoo so they will not be able to know about current features within the products of Sainsbury.
Email marketing: On the basis of this technique, retail industry will be able to send a mail
to regular customers with some special offers and deals. So, through this number of consumers
are get attracted towards the services. The disadvantage of this approach is like messages will not
delivered on time due to poor design and if files are not in small size then it will take time to get
download.
Promotional mix: It is one of the element of marketing mix which is used to promote the
services. This include advertising, public relation, direct selling and sales promotion. By using
this, Sainsbury will be able to communicate with their customers in an effective manner which
can enhance their services.
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Along with these, if company will give an advertisement on such modern media like
television, magazine, newspaper etc. Through this, people will be able to know about features
and benefits of different services (Mentzer and Gundlach, 2010).
3.2 Marketing campaign plan for retail industry
A plan can be prepared by the manager of business organization so that they can
effectively achieve their targeted goals. Some steps are involved into the marketing campaign
which are as follows:
Determine the objectives: In the first stage, promotional objectives are set by the firm so
that they can achieve success. The goals should be clear or measurable so that these can be
accomplished in timely manner. Objectives can be like to target new potential customers and to
increase the sales.
Promotional mix: Here, at this level an appropriate advertising channel should be
choosing by retail industry so that they can reach to many people at a time. At this, social media
marketing channel can be used by Sainsbury so that they increase the awareness.
Develop the promotional message: The manager of retail industry has to focus on their
promotional message which is going to be present in front of the target audience. Here, all the
people of marketing department work together so that they can achieve success.
Promotional budget: Here, at this stage a budget should be prepared by the company so
that they can generate high revenues. When cost is get reduced by preparing the budget then
success of potential campaign can be achieved. The overall percentage of sales and affordability
should be calculated.
Campaign effectiveness: When overall strategies are get formulated and promotional plan
is made then now it should be written into the document. Along with this, situational analysis
should be conducted by integrating the effective promotional elements (Ford and Mouzas,
2013).
3.3 Targets for the campaign by using SMART objectives
Sainsbury can use SMART criteria in order to set their objectives so that targets can be
achieved within deadline. By using these the clear and specific goals can be created which will
be helpful for an enterprise. These are as follows:
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Smart: The objectives should be clear or more specific so that overall understanding for the task
can be increased. If understanding will get improved, then employees feel motivated. For
example, to increase the sales by conducting the promotional campaign.
Measurable: When any goal is set by manager then it should be measurable so that progress can
be evaluated after a continuous time period. When focused is get increased on current progress
then deadlines can be met in an effective manner. For example, to track the current sales of the
campaign.
Achievable: The objectives should be attainable in nature so that Sainsbury will be able to
achieve success. On the basis of this, current opportunities can be evaluated so that success can
be achieved.
Relevant: The goals should be related to your current performance in order to achieve the
effectiveness. Along with this, it needs to ensure that specified plan can lead everyone forward.
For example, to increase the sales by 10%.
Time-bound: Each and every goals should be time bound so that these can be achieved in an
effective manner. For example, to increase the sales by 10% at the end of month.
TASK 4
4.1 Propose, evaluate and select a new product or service ideas
In the current time period, Sainsbury has been launch a new food product such as Asian
buns. For identifying problems and find out better solutions to solve them, so there can be used
different effective methods and techniques which all are stated under:
 Brainstorming: It includes group of members, that's why this is one of the powerful
technique which help to create new ideas, solving problems, motivates and develop
teams. Brainstorming motivates because it involves team of persons which helps to
manage all issues and develop unity among all persons. So they can systematically face
problems before and after launching new products in external marketplace (Mason and
Spring, 2011).
 Costing: Costing is one of the major method, it assists to manage cost of manufacturing
products and goods. This technique explain how much company has been invested fund
on productions. With the aids of this appropriately manage accounting, pricing of
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products. It is important to develop accounting statements and effectively set cost of new
company's goods as per their quality and features.
 Test Marketing: It is an effective method which concluded that external market
situations and real life of buying conditions of consumers. This is required to identify
actual and current market trend because that helps to take corrective action (Chan and
et.al., 2012).
 Cost-benefits analysis: This is a systematic process, which assists to estimating strengths
and weaknesses of various alternatives. Along with this, it is an quantitative method with
the help of this organisation can estimates and equivalent value of money.
 BCG Matrix: For assessing and identifying actual strengthens and weaknesses of
company, BCG matrix can be used. This is mainly divided into four parts such as star,
cash cow, dogs and problems child. There has all types of enterprise's products are
classified as per their market share and growth ( Weidner, Rosa and Viswanathan, 2010).
 Gap analysis: With the help of this technique easy to determine and identify actual gap
and lack of points in actual performance and desired needs of cited firm. This method
assists to take corrective and appropriate action to enhance working performance and
status of organisation.
 Value chain analysis: This is a strategy tool to analysing internal organisation activities.
It helps to manage all over activities and operations in appropriate manner as well as easy
to recognize goals and objectives of cited firm.
4.2 Compare the appropriateness of various market testing and selection techniques
From the above defined different method and techniques, which helps to effectively
analyse and evaluate market place. This company can be use some appropriate methods to
evaluate new organisation's products and services such as brainstorming, BCG Matrix and
costing method (Jurgens and et.al., 2010). With the help of them company can effectively
identify and determine the major issues and problems related to their services then they will be
take corrective action. Brainstorming is one of the major tool, it includes number of persons
which helps to develop new ideas and solve problems with better and corrective solutions.
Another one is BCG Matrix, this technique assists to identify strengthens and weaknesses of
cited company. This method is mainly divided into four parts such as star, cash cow, dogs and
problem child. In which all products and goods are categorised as per their market share and
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growth level. Last one method is costing, with the help of this easy to estimate costs of
production goods and products of cited company as well as assist to define how much amount of
money should be invest in production department.
4.3 Evaluate ethical and CSR issues
There will be evaluate different ethical and CSR issues of new products and goods of
cited company. This is very essential to identify and evaluate them in effective meaner because
these factors sometimes negatively impacting on company and their working environment.
Ethical issues can be concluded that quality of products, reliability, service life, after sale
services, product safety and so more. For example: Sainbusy has an new product Asian buns, so
there is included different issues which all are should be properly analyse the take corrective
action to resolve them in effective manner (Storbacka, 2011). That's why it is necessary to follow
all ethics and norms of the company because if organisation does not followed then society will
not accept that particular firm and their products as well. In the other words, also there has
includes CSR issues. In the current time period, CSR is become first priority for all over
companies because it helps to maintain external market place, manage human rights, corruption
and so more in appropriate manner. That's why it should be effectively consider as an priority
basis also should be be invest fund for conducting CSR programmes and activities.
CONCLUSION
From the above mentioned research report is concluded that, Sainsbury is a largest
supermarket of UK, which is dealing with all over home products and goods. There has been
used different method and techniques for situational analysis after that has been made an
appropriate marketing plan. It helps to identify external market place as per that company will
take corrective action for resolving any kind of problems an issues.
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REFERENCES
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<http://www.businessnewsdaily.com/4836-practice-management.html>. [Accessed on
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