Service-Dominant Logic and Business Strategy

This assignment delves into the framework of service-dominant logic (SDL) and its influence on strategic business management. It requires students to analyze how SDL principles can be applied to develop effective marketing strategies, focusing on customer value creation, relationship building, and network effects within a service-oriented context. The assignment encourages critical thinking about the implications of SDL for businesses operating in various industries.

MARKETING,RESOURCE,
AND
STRATEGIC MANAGEMENT
IN PRACTICE

Table of Contents
TASK 1............................................................................................................................................5
TASK 2............................................................................................................................................5
1 Appropriate tools and techniques for evaluating strategic plan and strategies...................5
2 Tools and techniques for evaluating the new products and services................................11
3 Evaluation of ethics and Corporate Social Responsibility(CSR)......................................13
4. Integrated strategic marketing plan for launching new product or services.....................15
5. New target campaign using SMART Objective...............................................................17
6. Plan to meet the objective.................................................................................................17
Conclusion.....................................................................................................................................17
REFERENCES..............................................................................................................................18

TASK 1
Covered in PPT
TASK 2
Background of the company:
Sainsbury is one of the leading firm which operate their business in UK and other parts of the
world. The firm is able to provide a variety of goods and services at the affordable price. They
having more than 1400 stores categorises in to hyper market, super market and superstore and
they offer product at the lower price to its customers. Now the company wants to expand their
business in to other emerging market such as India, Indonesia and China.
1 Appropriate tools and techniques for evaluating strategic plan and strategies
There are many tools and techniques that is used by Sainsbury plc Ltd. For analysing the
existing strategy and developing the new strategy. Some tools and techniques are as follows
which are as follows-
 SWOT Analysis – This analysis is used for evaluating the internal factors of the
business. By this techniques company can know about its strengths, weaknesses,
opportunities and threats (Hart and Dowell, 2011). After knowing about the strengths and
weaknesses, company can utilize its full strengths in efficient and effective manner so
that it can achieve the competitive advantages over the competitors and face the
competition and can gain high revenue and can it can remove the all deficiencies from the
process of business and can make new strategy for grabbing the opportunities and can
face all threats in efficient and effective manner. It is very important for every company
because it helps in knowing about all internal factors that are affecting the business
functions.
 PESTLE Analysis - with the help of this analysis ,Sainsbury plc Ltd. Can know about
the external factors that are affecting the business. In this it analyse the
political ,economical ,social ,technological ,legal and environmental factors. After
analysing in proper way company can run it's business smoothly and in efficient and
effective manner because according to this analysis ,company will prepare it's strategy

that will help in the proper functioning of the business and will help in facing the external
environmental factors.
 Porter' s five force model – This model in developed by Michael Porter in 1980. It is
helpful in analysing the critical factors that are affecting the business (Moutinho, 2011).
In this company analyse the following factors for achieving the desired result which are
as follows-
◦ Threats of new entrants.
◦ Threats of substitutes.
◦ Bargaining power of supplier.
◦ Bargaining power of buyer.
◦ Industry rivalry.
 BCG Matrix -
This matrix is helpful in allocating the resources inefficient and effective manner. In this
products are classified in 4 parts that is stars ,question marks,cash cow and dogs.
 Star products are those products which have high market share and high growth rate and
gives more profit or revenue to the company. So for maintaining the market
share ,Sainsbury should invest the amount (McWilliams and Siegel, 2011).
 Question mark products are those which have low market share but have high growth
rate. It is like a problem child that creates the problems for the company. This requires
resources for incensing the market share.

 Cash cow products are require little amount of investment so that it can generate cash.
 Company should retrench this products from the market.
Before selecting this tools ,company should take suggestion from the shareholders
and after selecting this it should communicate to them that which tools are adopting by the
company for evaluating the strategies. If company takes suggestion from the shareholder or
communicate to them then it will get the following benefits which are as follows -
 Shareholders will feel as a part of the company and may invest more for earning the
revenue (Hair And etal., 2012).
 They will not blame to company if company fails in any case.
 It will increase the goodwill of the company.
 There will be no fraud in the functioning of business.
 Shareholders will support the company in any situation where company is needed it and
will spread positive things about the company.
 From taking suggestion from the different different shareholders, it can collect new new
ideas and tools and techniques that will help the company to make the strategy accoutring
to the market situation because shareholders are aware about the market so they can give
better suggestion (Huizingh, 2011).
 If Sainsbury plc Ltd. is communicating to the shareholders and if there is any mistakes in
the strategies then they will correct that strategies that will help in achieving the desired
result. Shareholders can give better ideas because they have proper knowledge about
market.
So take suggestion from shareholders and communicate to them is very important because it
motivates or encourage the shareholders for investing more amount.
If company want to implement strategies then it have to face many barrier and challenges
that creates the problems in achieving the desired result. Challenges for example – Lack of
planning or resources ,communication ,less employees engagement and their resistant ,lack of
leadership support and so on. So company should analyse these barrier and their impact on the
business process. If company does it ten it can implement the strategy easily and with out and
barrier or interruption. It can face the following barrier which are as follows-
 Financial barrier – For implementing or formulating the strategies ,there is requirement
of some financial resources which helps in implementing the strategies. It is very

important resources that should be available to the company for the achievement of
desired output. If Sainsbury have no proper availability of resources then it can not
implement the strategies (Karpen, Bove and Lukas, 2012).
 Language or culture- Every company has employees who are from different different
cultures so it creates a challenge for the company.
 Resource barrier – For designing the strategies ,company requires some resources like
technology ,employees and so on. So before implementing the strategies ,it should
evaluate that it have proper resources or not because it creates big problems in front of
company.
 Lack of communication – If in a company ,there is no proper communication then it
creates major problems because without communication ,it can not implement the
strategies in an effective and efficient manner (Sheth, 2011) . So company should
communicate to the members of the company so that they can contribute in the
achievement of the positive result and it helps the company in implementing the strategy
easily.
 Employees resistance – If company is formulating new strategy then there are many
employees who resists for adopting the new strategy because they don't want to take
more load that's why they resist to accept it. If employees do it then it crates the problems
in front of company.
Above are the barriers that company can face while implementing he strategies but there are
many solutions for overcome from this barriers (Kehoe and Wright, 2013). Resources that are
available for overcome from this barrier which are as follows-
 Skilled human resources – For implementing the strategies ,Sainsbury plc Ltd. should
have the skilled and knowledgeable manpower so that they can contribute in achieving he
desired result or help in implementing the strategies in effective and efficient manner
(Storbacka, 2011). If company don't have skilled man power then it should provide the
training to them and provide vital information to them that are necessary for
implementing the strategies.
 Advanced technology – Company should have the advanced and updated technology so
that it can face the competition and can implement the strategies in effective and efficient

manner. It is very important aspect because it helps in achieving the desired result or
competitive advantage over the competitors (Hakala, 2011).
 Financial resources – For implementing the strategy ,company should have the proper
financial resources that will help in achieving the desired result or outcome.
Sainsbury plc Ltd. uses many tools which helps in implementing the strategies which are as
follows -
 SWOT analysis – It is very effective tool in implementing the strategy because in this
company can know about it's internal factors like strength ,weakness etc. that is very
important in implementation of strategy. So it helps the company in implementing the
strategy in effective and efficient manner.
 PESTLE analysis – In this company can know about the external factors that are
affecting the business. So by doing this analysis company can formulate or design the
strategy by keeping in mind these factors (Cronin And etal., 2011).
 BCG matrix – By this analysis ,company can know about it's product situation in the
market and know what products are getting good response from the customers and what
products are getting negative response then according to this company can design the
strategy and implement this.
 Ansoff matrix – This matrix helps the company in knowing that what strategy should be
adopted that will give more benefit to the company. So it is very helpful in designing the
strategy.
If Sainsbury plc Ltd. is implementing the new strategy then it is very important for the company
that it should evaluate or monitor the strategy timely and should check that employees are doing
work according to the plan or strategy or not (Barney, 2012). If they are not doing properly or
according to the strategy then it should take corrective action so that it can achieve the desired
result. If company don't evaluate or monitor the process then employees will work accordingly to
themselves that result be that company will not achieve the desired outcome (Wright and
McMahan, 2011). Company can evaluates the effectiveness and success of the plan in the
following way which are as follows-
 If plan is producing the desired output that company wants to achieve from this plan then
it is assume that is is effective and successful plan (George and Bock, 2011).

 Sainsbury plc Ltd. Monitors the effectiveness or success of the plan by evaluating the
impact of this on the environment and it's result that are expected from this plan or policy
statement to assess the outcomes.
 It should evaluate the issues ,problems or other outcome that are not expected from this
plan.
 It should evaluate that this plan is able to attract the new customers ,investors and other
members that are important for an organisation.
 It should evaluate that this plan is able to increase the sales or revenue or not. If it is able
then it is effective and successful plan (George and Bock, 2011).
 It should check that employees are working efficiently and effectively with proper
utilization of resources with less wastages if yes then it is a good or successful plan.
 It should fill the questionnaire from the outside people or from the members of the
company or should market survey and if they give the positive response then it is
effective and successful planning.
 It should compare the existing plan's result or new plan 's result and compare it with each
other. If new plan result is good as compare to existing plan then it is a effective and
successful plan that helps in achieving the desired result.
 It can monitor the effectiveness of plan, it should ask the problems or complains from the
members of the company or customers and should scan the environment impact that will
help in monitoring the impact.
There are four types of measuring the effectiveness or successful of plan which are as follows -
 Efficiency measures – This measures are productivity and cost effectiveness measured
in the ratio of outputs per inputs.
 Outcomes measures – In this type ,company analyse the result that are producing by this
plan. If outcome is according to the plan then it is assumed that it is a good or effective
plan (Wright and McMahan, 2011).
 Quality measures -In this ,company evaluates the efficiency ,accuracy , reliability,
responsiveness and compliance . If all things are according to the expectation then it is
successful plan because it has achieved that things that actually it wants.

 Project measures – In this ,company evaluates the activity of projects and monitors that
it is providing the good result or not. If it is providing the good result then it is a
successful plan (Barney, 2012).
So company should make that planning that will help the company in achieving the desired result
or outcome. Planning is very important aspect because with out planning company can not do
anything and if company wants to do things without proper planning then it will not get success
in the market.
2 Tools and techniques for evaluating the new products and services
If company is introducing the new products or services to the customers then it should
evaluate that this products or services are giving the positive response or negative response. So
for evaluating this ,Sainsbury plc Ltd. Uses the following techniques which are as follows-
 Brainstorming – It is the process of creating the new ideas and is a group creativity
technique. In this , a question is given to the group and ask for the suggestion. In this
company collects the new or innovative ideas that helps in introducing the new product
or services (Storbacka, 2011).
 Test marketing – For knowing about the successful of the products and
services ,company can do market survey in which it can know easily about the success
of the new products or services.
 Questionnaire – If company wants to evaluate that new products or services are getting
the positive response or not then it can know it by filling the questionnaire from the
customers. If it receives more positive response then it is successful products and vice
versa.
 BCG and Ansoff matrix – With the help of this ,company can know about the position
of the products or services in the market and can decide that which product or service
should be remained in the market and which should be retrenched from the market. This
matrix is very helpful in taking the decision related to the products and services (Kehoe,
and Wright, 2013).
 Mind mapping - Mind mapping are visual tools used in strategic planning to show hoe
various items are related to each other. A mind mapping is a diagram that presents ideas,
words or images, based on centre idea or theme. It is kind of brainstorming and was
famous by psychologist Tony Buzan in 1976, according to university of Surrey, process

starts with questions and problems regarding products or targeted strategies and all
questions and problems are written on large piece of paper, extra ideas or concept
related to product are collected and linked with central idea.
 Balanced Score card - It is used to monitor the effectiveness of strategic planning.
According to balance score card Institute, it has been popularised by Robart S. Kaplan
and David P Norton, who wrote in their book called Balanced Score Card in 1996. It
provide a way to track progress on strategic planning goals among various categorised
balance among each other make sure equal focus on all areas of functions and
operations.
 Revenue forecasting- Forecasting business revenues and expenses during business
process and launching new product is more art then science. revenue forecasting is
calculation of the amount of money that the company will receive from sales in
particular period. This forecasting can be done by calculating cost or expenses in
product like fixed+ variables and direct labour and after determining cost of product
using sales budget estimated sales can be forecasted (Cronin and et.al., 2011).
 Cost benefit analysis: Also called as benefit cost analysis is system approach to to
estimate the strength and weakness of alternative. It is used to determine options that
provide the best approaches to achieve benefits while preserving savings. It is
systematic process of calculating and comparing benefits over cost decision related to
government policy or general policy (Hakala, 2011). Cost benefit analysis can be
evaluated on basis of four points like: 1. effect on users, 2. Effect on non user or
participants, 3. externality effects, 4. Option values or other social benefits.
So in Launching a new product multi purpose antibacterial soap named Sainsbury soap the above
tools can be used to evaluate new product.
 Gap analysis: It is method used to compare actual performance with desired
performance of goods and services. If organisation does not make best use of current
resources or investment it may perform below its potential or expectation. Gap analysis
identifies gap between optimised allocation and integration of input and current
allocation level. Gap analysis is used as means of classifying how well a product or
solutions meet the target need or set of requirement. In this case gap can be used as a
rank good average or poor.

 Value chain analysis (VAC) of sainsbury: Is a process where company identifies its
primary need and support all activities that add values to its final product and research
and analyse these activities to reduce cost or increase difference. It represents the
internal activities a firm engage in activities while transforming input into output.
Some primary and supportive activities are
primary activities Those activities which company perform first like
Inbound logistics: From far to its distribution hub and regional hub to warehouses Sainsbury
outsource its supply chain by expert companies such as Allport DHL, Wincanton Logistics and
CVEA logistics (Sheth, 2011). Although it cost more then 2% to ASDA. Electric ventilation use
and home delivery and using empty lorries to pick delivery from nearest suppliers to reduce
traffic road and just in time delivery made by Sainsbury with make them to won grocer award for
Greenest UK supermarket.
 Service provided and brand match at spot discount coupons, Nectar Loyalty card,
student loyalty card, etc. are included.
3 Evaluation of ethics and Corporate Social Responsibility(CSR)
Since the company has been taking steps toward ensuring that it plays its moral
obligations toward the consumer and toward the environment. As such it has put in place various
program that are aimed at ensuring that it derives what consumer needs and in the right manner
in order to enhance development of working system that take care of environment and at the
same time help the company to achieve maximum profit. So in Sainsbury Plc. ltd following are
CSR that company follows like
 The best for food and health: Company has taken steps towards ensuring that it gives
consumer the best foods for their optimal health as such the company has been sourcing
for the best food from the world in a more ethical supply chain which is not tied to the
rise concept of food miles which has been subject of argument under the free trade world.
In 2007 company announced that it is removing all artificial colour and flavour from
range of soft drink and other food stuff that it had been selling to consumers (Huizingh,
2011).
So in launching a multi-purpose bacterial soap as it is made up of herbs and natural medicines
and no chemicals and synthetic colours it can pursue its CSR policy of Best for food and health

but if they use synthetic chemical and organic material in soap then it will harm health of people
and create CSR issues in policy of best food for all.
 Sourcing with integrity: The company has been able to put in place a procurement
procedure that ensures that their is value and ethics in process. By 2007 the company has
committed to produce all dairy products from England using England milk and all scot
product to be produced from Scotland. from 2007 company has been selling fish that has
been line caught to all its 16 million customers in order to help preserves marine
environment. The company has also put it a policy that all chicken will be sourced from
UK which will be 100% organic. So the issues regarding new launching of product can
be if it produced soap with inorganic substance and supplied in market then this policy
will create issue (Hair and et.al., 2012).
 Respect for the environment: The third CSR of company is to have respect with
environment and this company like, lowering carbon footprint, very low emission of
harmful substance while manufacturing products etc. and these suggest that company is
very environmental cautious. Therefore it has been caring out activities ensuring that it is
addressing the changes that have been taking place in the environment. It has announced
that it will convert fifth part of its online selling product in electrical vehicle. It has been
also the first supermarket to stop giving free disposal paper bags in its sectors. it has also
installed internet energy monitoring system in all its store.
 Making a difference to community: It is caring out activities which are aimed at
enhancing the best of its operation in order to do good to community. It has donated
money in charity and clubs to improve society. The company has also donated more then
250,000 pounds worth of goods through local heroes had the fundraising has been raising
day after day. All these activities have been done through kids campaigning who have
been inspired to be more active and fit to raise lifestyle of people and to overcome from
diseases.
 A great place to work: The company have been attempting towards making good working
environment for all the workers. It aims at supporting colleagues and to treat all people
fairly in the workplace. It has been successfully implementing the talk back project which
shows that there has been increased engaging of colleges in the past years. There has
been a promoting program that has been aimed at including more colleagues in the

management and it is shown that there has been reduced number of non management
staff leaving the company (Moutinho, 2011).
 Ethics: Co operative has put in place food ethical policy in order to improve ethics and
environmental performance which is in line with the expectation of its member. These
policy has been developed with all the management members of the company.
 Ethical trading: organisation has been working in support of the universal declaration on
human rights and has put in place conditions in the supply chain which are inline with the
demand of the policy. It has been promoting fair trade and developing long term
sustainability relationship with producer and suppliers. The company has been applying
sound source code of conduct in supply chain source from developing countries in order
to help them to grow.
4. Integrated strategic marketing plan for launching new product or services
Strategic marketing planning is the process that operational an dmanagerial staff of the
companies go through to create and implement effective marketing strategies. Strategic
marketing planning takes several aspects of the company marketing and promotion into
consideration. So in Sainsbury a new product launched is a soap which having a features of
multi-purpose antibacterial and fragrance soap named Sainsbury Soap (Hart and Dowell, 2011).
It is a multi-purpose soap which can be used for bathing, shaving can be used as face washing or
shampooing.
Justification of chosen tools and techniques along with advantages and disadvantages.
 SWOT Analysis: Swot analysis is strategic marketing panning used to analyse strength
weakness opportunities and threats. So from this tool Sainsbury can overcome from its
threats and weakness which is existing competitor of other retailer. Food rise global have
impacted it so by launching this soap it can increase its market share, overcome
competition expand it retail share etc.
Advantages and disadvantages:
Advantages: Understand business better, Address weakness, Deter threat, capitalise on
opportunities
Disadvantages: Doesn't prioritise issue,doesn't provide solutions or offer alternative, can generate
many ideas but not help in choosing best one

 PESTLE Analysis: Using pastle analysis it can launch product which is soap that will
cover all age group and economical factor, So by using it environmental factor also be
followed and government concession can be gained as it is eco friendlily and health
benefit product (Crook and et.al., 2011).
Advantages and disadvantages:
Advantages: Provide simple and easy to use framework for analysis, Involves cross functional
skills and expertise, help to reduce impact and effect of potential threat of organisation.
Disadvantages: User can oversimplify the information, that is used for making decisions, need
regular conduct of process, to effective implementation in organisation, it need quality external
information which is restricted the limits.
 Porter' s five force model
◦ Threats of new entrants: It has threats in new entries as it is entering new beauty
sector which is already is competition sectors as Loreal Paris, Fiama de wills and
other global brands are present (Crook and et.al., 2011).
◦ Threats of substitutes: Other soap and shampoos and shaving cream have threats from
this product that is sold in store of Sainsbury
◦ Bargaining power of supplier: As if product sold between 1 or 2 pond it will be
reachable to all class as supplier will have at low cost supply of materials to make
soap. So no chance of bargaining will rise
◦ Bargaining power of buyer: Fixing price at budget level like maximum to maximum
at 1 and half pond will be in reachable to all class of society. So no chance of
bargaining will rise from customer as it is at fixed price.
◦ Industry rivalry: As other beauty product industries are already exist it can be
industrial rivalry and perfect competition in market.
Advantages and disadvantages: Pace of change in new more rapid, It is more applicable to
analysis of simple market structure, it dose not consider market focus, It can be difficult to define
industry.
 BCG Matrix : Boston consultancy group is designed to help long term strategic planning
to help business considered growth opportunities by reviewing it portfolio of product to
decide whether to invest or not (Crook and et.al., 2011). So this tool will place Soap in
star category an dhelp in achieving objective as demand will increase among youth.

Star products: Product with high growth and high market share.
Question mark: product is high growth in low market shares
Cash cow: Product in low growth market with high market share.
Company should retrench this products from the market.
 Advantages and disadvantage of BCG matrix: It can be helpful for managers to
evaluate portfolio star cash cow, question mark and dog, It is applicable to large
companies, model is simple and easy to understand.
Limitation: It neglect the effort of synergy between business unit, High market share is not the
only success factors, market growth is not the only factor for attractiveness of market, Sometime
Dog can earn more cash then cow.
5. New target campaign using SMART Objective
 Increase sales every year by more then 12% and increase market share.
 To reach product in every customer hand
 To Satisfy customer to deliver best quality benefits from soap
 To launch more type of products using this techniques.
 Increase economic values of products.
6. Plan to meet the objective
 Research the competition: Research should be made using above discussed tools and
techniques, and analyse its current competitors,
 Identify Target market: Which age group should be targeted all age group or specific age
group.
 Develop marketing strategies: Above marketing strategies can be used and selecting one
and implementing it can be beneficial for company. For this company can use marketing
mix which is most suitable approach in order to promote their new product in the market
and gain competitive position. This involves:
Product Sainsbury is one of the third largest retail chain in UK which
provide a wide range of products such as electronics, furniture,
grocery, fashionable clothing and so on.
Price This element is related with the pricing approaches used by an
enterprise. There are various strategies such as competitive pricing,
discount pricing, premium pricing and so on. Sainsbury is using

competitive pricing which is one of the most suitable approach in
order to increase sales and revenue from the market.
Place This is another element which required to use strategic position and
provide competitive advantage in the market. For instance,
Sainsbury, they having approx. 1500 stores in UK, Germany,
France and other countries.
Promotion There are various promotional strategies such as social media, print
media etc. which can help to create awareness in the market.
 Executing the launch: Planning should be made to how launch the product like sales
promotion, free sampling etc.
 Pre-launch trials: Company can use pre-launch trials like free sampling distribution etc.
Conclusion
As per above study, it can be concluded that star products are those products which have
high market share and high growth rate and gives more profit or revenue to the company. here
are many tools and techniques that is used by Sainsbury plc Ltd. For analysing the existing
strategy and developing the new strategy. Sainsbury plc Ltd. should have the skilled and
knowledgeable manpower so that they can contribute in achieving he desired result or help in
implementing the strategies in effective and efficient manner.

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