Analysing Corporate Culture at Sainsbury's: Objectives and Strategies

This report provides a comprehensive analysis of Sainsbury's corporate culture, examining its impact on organizational objectives. It explores key concepts such as the Denison and OCAI models, which are used to assess and improve organizational culture. The report also delves into the relationship between national and organizational culture, highlighting the importance of understanding these differences. Furthermore, it analyzes Sainsbury's cultural profile, identifying strengths and areas for improvement. The report also evaluates organizational values, suggests methods for improving the organizational climate, and proposes strategies to meet objectives. Finally, it examines the internal and external stakeholders of the organization and develops new communication strategies to address their needs, providing a detailed overview of Sainsbury's approach to corporate culture and its implications.

DEVELOPING
CORPORATE
CULTURE

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Lo1 Understand how the characteristics of corporate culture affect the achievement of
organisational objectives..................................................................................................................3
1. the organisational models in respect of organisational culture which helps in achievement
of organisation's strategic goals. ............................................................................................3
2. An understanding about National culture and organisational culture. The difference
between national and organisational culture..........................................................................5
3. Analysing the cultural profile in the organisation. ............................................................6
4. the impact of organisation's corporate culture in achievement of its objectives................8
LO 2.................................................................................................................................................9
5) Evaluation of organizational values...................................................................................9
6) Suggestion for improving organizational climate............................................................10
7) Current organisational values and proposing its strategies to meet objective.................12
LO 3 Interpreting strategies to communicate with Stakeholders in Organisation.........................13
8) Internal and External stakeholders of the Organisation...................................................13
9) Examining the existing communication strategies of Sainsbury.....................................17
10) Developing new communication strategies for stakeholders.........................................18
CONCLUSION..............................................................................................................................20
REFERENCES..............................................................................................................................21

INTRODUCTION
Sainsbury is the second largest chain of supermarkets in the United kingdom. Sainsbury
with a shop in Dury Lane, London, the organisation become the largest retailer of groceries. It
incorporates as a private company, then it become the United Kingdom's largest retailer of
groceries. There each shop had the following departments: polutry and game, fresh meats, dairy,
bacon and harms. There vision is to be the most trusted retailer, where people love to work and
shop. They invest in their store, channels and colleagues to offer the best possible shopping
experience to their customers (Wahyuningsih and et.al., 2019). The mission of Sainsbury is
delivering products of outstanding quality and great service at a cost to the consumers. Their
supply chain operates from 13 regional distribution centres, with two national distribution
centres for slower moving goods and frozen food facilities. They aims to exceed consumer
expectation during their shopping experience by providing healthy safe fresh and food making
consumer's everyday life easier.
In this study explanation about the characteristics of corporate culture affect the
achievement of organisational objectives. Explaining Dens ion model and OCAI model which
helps in achievement of organisational strategic goals. An Understanding about national culture.
Analysing corporate profile. Explanation An evaluation of organisational values, ways to
improve corporate climate and organisational framework that meets the specific strategic and
operational needs. Identifying the internal and external stakeholders of organisation . An
evaluation over the effectiveness of organisation's existing communication strategies. Adoption
of new communication strategies for stakeholders that address the differences in stakeholder
communication requirements.
Lo1 Understand how the characteristics of corporate culture affect the
achievement of organisational objectives.
1. the organisational models in respect of organisational culture which helps in achievement of organisation's
strategic goals.
Organisational culture is refers the way in which members of an organisation relate their
work , relate to each other and compare with other organisations. This comparison either enable
or obstruct an organisation's strategy.

Dens ion culture model: this model is based on over two decades of research linking culture to
bottom line performance measures. These measures are growth, innovation, profitability, quality
and employee satisfaction (Ahmady, Nikooravesh and Mehrpour, 2016). This model involves
four essential traits of organisation:
Adaptability: Adaptability is responding and perceiving to the customers, environment and
adopting crucial behaviours and processes. It is located in the term of external focus and
flexibility. Three areas of adaptability are:
 Creating change: Sainsbury willing to try new approaches in doing things, they assuming
creating change as part for running a business.
 Consumer focused: Sainsbury's employees serve to the internal and external consumers
and looking for new and improved ways to meet customer expectation (Anitha, 2016).
 Organisational learning: Sainsbury gaining knowledge from successes and failures and
thoughtful about risk taking. This helps in achievement of objectives in best possible
way.
Involvement: It means aligning and engaging people, creating a sense of responsibility and
ownership. Because of this people of Sainsbury feels a commitment towards the organisation and
a sense of autonomy. Some constituents are:
 Empowerment: Sainsbury have defined areas where employees can take decisions and
where they can't . Employees can take decisions related to their work area only so they
are less empowered (Antonsen, 2017). They are not able to take managerial decisions.
 Team orientation: Employees of Sainsbury support each other in encouragement of
teamwork and achievement of goals. This create a coordination among employees and
improves their performance during the task.
Capability development: At regular time interval coaching, training provide to the employees
of Sainsbury. Which provide them new roles and responsibilities which helps in developing
new competencies.
OCAI model: The organisational cultural assessment instrument is a asymmetric tool developed
by Cameron and Quinn. Its main purpose is to help organisations in identifying their current and
preferred culture.
OCAI assessment:

In OCAI assessment a participant divides 100 points over a descriptions that correspond to the
four organisational culture types.
OCAI helps Sainsbury through following six dimension of organisational culture that determine
success. which are leadership style, the organisation bonding mechanisms, dominant
characteristics of the organisation, management of employees, criteria of success and strategic
emphasis (Apetrei, Kureshi and Horodnic, 2015).All this key dimension helps them in
Sainsbury's working more effective. By averaging all individual OCAI scores , Sainsbury can
calculate a collective organisation profile.
OCAI use for organisation:
The OCAI provides a starting point for becoming aware of current culture and finding what
required to change to evolve towards a preferred culture.
Using the OCAI method with its clear advantage for changing culture and diagnosing helps
Sainsbury focus on its measures with six key dimension which makes a difference in their
success. It helps in timely developing and assessing a change strategy accomplishment in a
reasonable period (Crane, 2017). By using this model Sainsbury able to manage team internally ,
no outside experts are needed. This model not only helps organisation people to recognise their
outcomes which measurement of their performances during the task.
2. An understanding about National culture and organisational culture. The difference
between national and organisational culture.
Organisational culture: This is the personality of the organisation. Culture constitutes of the
values, tangible signs, assumptions and values of organisation members and their behaviours.
Culture is one of the terms that is difficult to express distinctly, but everybody knows it when
they sense it. For example: the culture of large, for profit organisation is different from a
hospital.
Influence in Sainsbury:
 They includes widely communication goals of the organisation ,taking about
accomplishments, posting the mission statement and repeating what they want to see on
the workplace (Elsmore, 2017).
 Rewarding their employees whose behaviours is ethical and fulfil organisational norms.
This rewards motivates employees in achieving their objectives in better way.

National culture: Professor Hofstede defines culture as the collective programming of minds
which distinguishing the member of one category or group of people from others. The dimension
of cultural represent the independent preferences in respect of one state of affairs over another
(Elsmore, 2017). Which distinguish countries from each other.
Dimensions of national culture:
Individualism v/s collectivism: The high side dimension is individualism, defined as a
preference for a close end knit social framework that individual are expected to take care of
themselves and their family members. In comparison collectivism represent a preference for
framework in society in which individual person can expect their relatives of a particular in
group for looking after them in exchange for unquestioning loyalty.
Uncertainty Avoidance index: This dimension expresses the degree to which the
members of a society feel uncomfortable with ambiguity and uncertainty (Rohlfer and Zhang,
2016). The fundamental issue is society deals with the fact that the future never be known.
In comparison to both the cultures explaining that the : organisational(Sainsbary)
culture provides the directions or guide how organisation think and behave. It defines the five
elements of culture as rituals, symbols, values and thought process. But in Hofsted identified
four dimension that impact the culture individualism/ collectivism, uncertainty avoidance.
Sainsbury focus on the diversity of the employees in dealing with their customers while Hofsted
e describes the cultural values of people in different countries. The culture of employees working
in global business different from the national culture of one country.
Sainsbury accelerating change in communication, social sharing and social media.
Which changing the culture and the impact on both organisation and individuals. On the
other hand, national culture important in marketing for consumer behaviour and organisations
and uncertainty avoidance in Hofsted score high on uncertainty avoidance dimensions which
tend to risk avoidance other than this Sainsbury in this culture have more rules in place to ensure
that employees not deviate from the accepted standards (Wahyuningsih and et.al., 2019).
3. Analysing the cultural profile in the organisation.
Denis on Culture Model

It is a model which is based on over two decades of research which links culture to
bottom line performance measures. The model basically emphasizes on the link which is
between organizational culture and bottom line performance measures which involves aspects
like profitability, quality, innovation, growth with satisfaction of customers and employees. This
model includes four essential traits of an organization which consist of adaptability, involvement,
consistency and mission, these traits can help Sainsbury's in analysing corporate culture profile
of the organization. These four traits analyse the strengths in key areas of Sainsbury's corporate
culture.
Mission: Mission is the first trait in Denis on culture model which helps in analysing
where the company wants to go and has the company is having clear goals and strategy to reach
them. Sainsbury is having the mission which says “to become the consumer's first choice for
food, delivering products of outstanding quality with providing a great quality at a competitive
cost through working faster, simpler and together” (Zhu, 2015). A clear mission and vision helps
the organization in developing a framework for completing all the tasks to achieve those
missions of Sainsbury.
Adaptability: Adaptability includes aspects like listening to the marketplace and
customers. This segment basically focuses on how well the business identifies and responds to
their changing needs. In order to fulfil this segment, Sainsbury is involved in creating change by
welcoming new ideas, they also focus on customers and take their feedback for improvements
and they are as well involved in organizational by gaining the knowledge from successes and
failures.
Involvement: This is the third aspect which emphasizes on the factor how well an
organization empower employees, builds teams and developing the human capability in the
organization. Sainsbury is involved in empowering employees by creating a specific criterion of
incentives which encourages them to work hard for gaining incentives (Ahmady, Nikooravesh
and Mehrpour, 2016). Team orientation is being encouraged by organizing several cultural
activities in the organization which helps in building communication and understanding between
the team members. In order to build capability of employees, training and coaching is being
provided to them by Sainsbury for developing the new competencies.
Consistency: while adopting consistency in their organisation by Sainsbury they require
to establish an integration in their activities for effective presentation of working. They have to

setting up an internal system of governance in their working which made the reporting,
assessment, disclosures more transparency. They made control over targeted objectives which
helps in collecting regular feedbacks of targeted objectives when reporting there results it present
a more transparent. This affect Sainsbury's stability in comparison to the competitors and able to
establish an best possible internal orientation of organisation (Anitha, 2016). Stability which
affect the organisational performance creates assurance in minds of organisation able to achieve
long term goals effectively. Consistency in their working able to retain current customers and
attract new consumers.
4. the impact of organisation's corporate culture in achievement of its objectives.
◦ Mission: The impact of mission helps in attracting large amount of consumers
because Sainsbury provides best quality food at lower cost . This can be help in
retaining current consumers and attract more new customers. With the clear mission
and vision helps the Sainsbury in comparison to competitors achieving objectives in
best possible way (Antonsen, 2017). Consumers are more health conscious these days
if Sainsbury providing their customers best quality product at least possible price then
then they become able retain large base of consumers.
◦ Adaptability: Sainsbury able to fulfil demand at their marketplace and consumers.
They able to achieving market demand needs and which helps in fulfilment of
demand of market in best possible way. Sainsbury with new ideas in fulfilment of
consumer needs with more attractive packaging, advertising, online delivery within
time able to attract large consumer base in market in comparison to competitors.
 Involvement: Sainsbury fulfils the conditions of retaining consumers to attract market
attention but they also require to retain employees for receiving their services in effective
way towards achievement of targets. They fulfils employees needs by providing rewards,
overtime incentives motivate them to give their hundred percent towards achievement of
goal.
 Consistency: Consistency helps in achieving Sainsbury long term objectives. With the
adoption of transparency in disclosure of able made better governance in front of
regulators (Apetrei, Kureshi and Horodnic, 2015). They made control over targeted
objectives which helps in collecting regular feedbacks of targeted objectives when
reporting there results it present a more transparent. This affect Sainsbury's stability in

comparison to the competitors and able to establish an best possible internal orientation
of organisation. Stability which affect the organisational performance creates assurance
in minds of organisation able to achieve long term goals effectively (Elsmore, 2017).
Consistency in their working able to retain current customers and attract new consumers.
LO 2
5) Evaluation of organizational values.
For evaluating the values of organization five top managers from different departments of
Sainsbury, has been asked a question regarding the existing climate in the company. Following
are their reviews:-
HR manager-
Manager of HR department has been asked about the organizational climate at Sainsbury,
he states the reason of unfavourable climate at the workplace. Manager said that the employees
are dedicated for the company and also be aware about the work assigned to them but
incompetent to complete the given tasks without supervision, which leads delay in the
completion of task on time. Personnel are concerned to make the current climate of Sainsbury
positive, but lack of clarity about their responsibilities and worth to the organization fails their
efforts (Singh and et.al., 2016). That is why the personnel are not satisfied with the existing
environment and there is lack of confidence in them.
Sales and Marketing Manager-
The review of manager of sales and marketing reveals that the employees of Sainsbury
are self-motivated which make the existing environment or the climate in the firm positive and
the employees are enthusiastic and encouraged to achieve the targets given to them. But still
there is need to develop a chain for effective communication among authorities and the
personnel. There is lack of clarity regarding the structure of Sainsbury, which effects their
productivity.
Production Manager-
As per the manager of production department the employees have the potential to meet
the production requirement of Sainsbury. The company have the competent staff members which
can lead the organization to achieve the goals. But according to the manager there is lack of
awareness in the employees about the mission and values of the business concern, because of

which their potential is not utilized by the supervisors. The employees can't relate their personnel
objectives with the goals of the organization, and their productivity get adversely affected due to
this reason.
Supply chain Manager-
The supply chain manager of Sainsbury, give positive response for the organizational
climate at the workplace. According to him, the employees of the company are hard-working and
know their values to the organization (Rahimi and Gunlu, 2016). But when any of the authority
delegate some specific tasks to them, then they find it difficult to perform the task beyond their
comfort zone, which delays the completion of tasks and the performance of the enterprise as
whole get adversely affected.
Retail Store Manager-
Retail store Manager states that the employees are divided in the team for different task
such as management of inventory, attending the customers in stores etc. but because of lack of
cooperation among them makes the climate in the retail store unfavourable. The employees of
Sainsbury have the skills to maintain the stock at their individual level, but due to lack of
collaboration within the team members, make the organization to suffer loss.
6) Suggestion for improving organizational climate.
Organizational or corporate climate at the premises of Sainsbury will help to develop
motivation of employees, morale boosting, catch attention of new candidates and also company's
profile can be improved. Favourable organizational climate of workplace will the environment
more effective and productive as well. To create healthy environment at workplace, it is
necessary to trust on the leadership of all levels, praise and support the employees for their work
(Binder, 2016).
Sainsbury can improve its organizational climate by following below mentioned steps:-
Identification of current state-
To improve the corporate climate of Sainsbury, firstly, the company requires to identify
the current climate of the organization. Managers and higher authority need to conduct surveys
of employees to know their expectations and their attitude towards the company (Singh and
et.al., 2016). Along with formal survey, the managers also get feedback by organizing staff
meeting to talk about their responsibilities and expectations from the organization.
Aware employees about the goals of the firm-

To make healthy climate over the workplace, the managers and the higher authority
should organize seminars. This will increase awareness in personnel of Sainsbury about the
missions, goals, vision and values of the corporation. By knowing the objectives of organization,
employees can relate themselves with the achievements of the company (Binder, 2016).
Managers should assure that their employees can identify their worth to the firm and understands
the impact of their efforts to the overall goal of Sainsbury.
Recognize motivational component-
To make the personnel productive, managers must create positive environment at the
workplace of Sainsbury. The elements which reflects the strength of individual should be praised
by the higher authority. This will contribute in increment of motivations in employees to work
with full potential for the company. Some elements which contribute to motivate the personnel
are:- effective chain of communication, clarity of organizational structure, and appreciation from
their concerned managers regarding their personal qualities and talent which is beneficial for the
firm.
Develop understanding related to delegation of authority-
Organizational climate get influenced by the understanding of employees regarding the
task delegation process. The management team should make their team to improve their
knowledge about the process of delegation, their responsibilities after getting some specific tasks
and be enthusiastic about the delegated task. For assuring improvement of understanding among
the personnel about the delegation process, managers must make evaluation of assignments of
each and every employee, also check whether there is any requirement of reassigning the tasks or
not, to achieve the set goals effectively.
Raise cooperation among team members-
Develop the spirit of unity is very essential to improve the climate of organization.
Cooperation among the group members for a common goal will increase their efficiency and
productivity as well. The mangers should provide certain opportunities to its staff on attaining set
targets successfully as a team. Managers organise some activities which is performed as a team
and also by engaging the employees in social activities together will help in building the team
spirit among the personnel (Singh and et.al., 2016). This will assists in creating feel of unity and
develop the mindset of employees to work with cooperation.

7) Current organisational values and proposing its strategies to meet objective
Organisation values mainly pertaining to the basic principles which is adapted by
organisation in respect of smooth working of the business. The major factor which the Sainsbury
round around is relating to maintaining the culture values and norms, so that they achieve the
objective in better perspective (Schaltegger and Burritt, 2017). Thus, the current organisational
values of Sainsbury which they make strategies to meet its needs is relating to health factors,
environment issue, reaching large customer base, involvement of society and outsourcing of
goods and services. The strategies to be proposed in respective of meeting its objectives is such
as:
Factors Elements required to meet
Health Sainsbury uses the strategies to meet the requirement on the
bases of providing healthy products and this can be achieved
by improving the quality of the products. As the products
which the Sainsbury deal in is resulting to providing the best
quality so that customer eat healthy products (Rahimi and
Gunlu, 2016). This is the basic needs which is carried by
Sainsbury to meet its objectives.
Outsourcing Sainsbury planned to reach large number of customer base
through their products and services. Thus, it is the values and
mission of company to increase sales by 30% in 2019.
Through the process of outsourcing and satisfying the supplier
needs, they fulfil the task accurately.
Environmental issue The current organisational values in respect of saving
environment are in perspective of reducing wastages in
products, save water and emission the gases so that it doesn't
harm environment by air (Singh and et.al., 2016). Thus,
through this strategies it meet the requirement by initiating the
following aspects which is decided in this factors,
Society The strategies which Sainsbury planned in respect of current
organisational value is organising CSR activity or any other

charity donation program. They can meet their needs and
interest of customer by reusing the waste products. So that
money can be used for charity purpose.
Employees Organisational values reflected in respective of motivating the
employees by involving them in every decision making
process (Serra and Kunc, 2015). The strategic and
organisational needs can be meet if they are motivated and
provide effective training. So that they individually
accomplish the task.
LO 3 Interpreting strategies to communicate with Stakeholders in
Organisation
8) Internal and External stakeholders of the Organisation
Stakeholders refer to such a terminology in which different category of the person exit
which worked as individually and they are also considered to be the important part of the
organisation. Stakeholders in organisation can be owners, supplier, government, employees,
customer and many more. Organisation action and any crucial decision also affects the integrity
of stakeholder as they are the part of the organisation and also liable to take decision for the
benefits of the company (Jones, Comfort and Hillier, 2016). Sainsbury is the renowned
supermarket chain and thus, they carry various stakeholder which are liable to control the
company internal and external matter.
Internal stakeholders analysis Matrix:
Stakeholde
r name
Impact Influence Determinin
g the
importance
to
stakeholder
Process
through
which
stakeholder
contribute
to the
projects
Stakeholde
rs bring
barriers in
project
Engaging
the
stakeholder
s Interest

Owners High High They are the
important
part of the
company.
They make
the aim of
the
company
and also
fulfilled it
vision and
mission
within the
set time for
more
growth.
They can
contribute
by bringing
funds in the
company
and also
appoint
board of
directors to
take
important
decision in
Sainsbury
(Souza-
Monteiro
and Hooker,
2017).
By not
dealing with
the supplier
regarding
buying any
raw material
or stoppage
in buying or
selling any
goods or
services.
By
expanding
the business
into
different
countries
and earning
more profits
through
innovating
new
products.
Employees Mediate High Managing
the internal
affairs of
Sainsbury
and
following
the senior
guidance.
By working
according to
the set
norms given
by superior
or leader.
If their
decision is
not
appreciated
or any
discriminati
on occurs, it
bring
barriers to
the
company by
not
providing
quality
By reducing
the
communicat
ion gap and
also their
ideas and
decision are
taken into
account to
commit
task. Thy
can also
engages
their interest

work. by providing
proper
source of
income.
Investors High High They bring
investment
in company
and improve
their
financial
stability. He
can be the
board of
directors of
Sainsbury.
They invest
their own
funds in
company
(Rohwer
and Topić,
2019).
By not
involving in
any decision
making.
By taking
their
reviews on
every step.
Trade union High Mediate They
manage the
overall
productivity
of the
company by
producing
goods of
Sainsbury.
Trade union
can bring
their
contribution
by working
through
overtime to
increase
productivity
.
By going on
strike or not
showing any
interest at
work place.
By
providing
various
monetary
benefits at
work place
or any other
facility
which
facilitates to
maintain
their interest
for longer
time period.

External stakeholders analysis Matrix:
Stakeholde
r name
Impact Influence Determinin
g the
importance
to
stakeholder
Process
through
which
stakeholder
contribute
to the
projects
Stakeholde
rs bring
barriers in
project
Engaging
the
stakeholder
s Interest
Government High High Managing
the
Sainsbury
financial
statement
and other
project
record.
By provide
funding and
money in
project
If the money
is not
invested
accurately
they can
stop the
funding and
can also
issue notice
for winding
up.
By
providing
timely
report in
initiating
any project.
Suppliers Mediate Mediate They supply
orders as per
demand
raised on
speedy
bases
(Mizdrak
and et.al.,
2017).
By
providing
timely
delivery of
raw material
at negotiate
price which
requires to
produce the
products.
If they
didn't get
any prompt
payment,
they charge
high price
for the raw
materials.
By
respecting
them and
giving value
fro the work
accomplishe
d.
Customers High High As customer They can By not Sainsbury

provide the
better value
for the
product
which they
prefer and
find useful
after
availing it.
contribute
by
preferring
their
product and
giving
positive
feedback.
buying their
products
through
which
Sainsbury
suffer
losses.
provide the
high quality
products
which fulfil
their needs
and wants at
large scale.
9) Examining the existing communication strategies of Sainsbury
Sainsbury is the third largest chain of supermarket in UK and its engages with large
number of employees who are carrying their business at large scale. As if the company is
covered with large employees they need various communication techniques to enhances the
interest of every internal and external stakeholders (Byrne and et.al., 2018). The existing
communication strategies which is adapted by Sainsbury is that:
Communication strategies Stakeholders
Advertising It is examined that Sainbury appoint the celebrity chef Jamie
Oliver to promote the company sites at global level. They
communicate with the external customer through giving
messages regarding the company working techniques and usage
of raw materials in products.
Oral communication They communicate with employees orally regarding the
adapting any new strategies to expand their business globally.
If they bring any new strategies they can also make oral
discussion with their internal team and take their decision
orally (Sniehotta and et.al., 2019).
Company magazines It is another important aspect of Sainsbury communication
strategy as through company magazines they can bring various
things such as recipes of foods, puzzle games and also display

products which thy are offering. This is one of the best
communication tool to enhances the interest of internals and
external stakeholders.
Formal company letters If the important decision is undertaken and also the reviews is
to be examined by every person, than company can use this
communication strategy to enhances the interest of every
stakeholders (Jones and Comfort, 2018). Through this process
they can communicate their matters through issuing the letter
either online or physically and take feedback regarding any
issue raised.
Organising conferences This is the another best method, as by organising conferences
generates the interest of board of directors, investors and
government and also they can communicate easily (Sainsbury
Stakeholder and their job roles, 2015). Through this process
they can share their new ideas and also take reviews. They can
communicate directly without any barrier arises from any
department.
Pamphlets By communicating with stakeholder, they uses pamphlets to
display the Sainbury working style relating to social, personnel
or any other spotty items which attract the interest of the
stakeholders (Schaltegger and Burritt, 2017). It mainly based
on designing and also bring useful things which is covered with
various quotes and any new scheme and offers which enhances
the interest of customer towards such company products.
The effectiveness of currently developed communication strategies resulting in choosing
the digital marketing platform. As through this perspective they can attach to large number of
customer base and they can communicate easily by taking reviews and judgement on any
decisions (Jones, Comfort and Hillier, 2016). This is the most effective communication skills
which they can use appropriately by appointing the skilled person to handle such factors.

10) Developing new communication strategies for stakeholders
The new communication strategies had to taken into account on the bases of determining
the benefits of culture in respective of briefs, customs, values and languages which is to be
undertaken by stakeholders at the time of communication with other others (Caputo and
Evangelista, 2018). In respective of matter related to Sainsbury, they had to follow such polices
while interpreting the information to stakeholders such as:
Stakeholders Communicating strategies
External Customers Through the culture differences, Sainsbury is
facing losses in producing the products as per
customer needs. As customer not prefer such
product which are specially designed for other
culture. As the performances of the company is
affected by the negative responses of the
customers (Panagiotopoulos and et.al., 2015).
Thus, in such case the new communication is
undertaken in perspective of devising marketing
techniques through advertisement or giving vital
messages.
Suppliers The new strategies through communicating with
supplier can be chosen on the bases of online or
oral communication. Through this planning, they
can interact with suppliers personally and also
fulfil their needs. As suppliers provide the raw
material to Sainsbury and thus, by communicating
orally it enables their interest and also it results in
good relation with them.
Government They can communicate with government by
reflecting the CSR activities which is necessary for
Sainsbury to organised at large scale. As it reflects
the company working and also government take

decision by verifying the appropriate methods
which is used in enhancing the interest of
employees and other stakeholders (Binder, 2016).
This also helps Sainsbury to avoid the culture
differences.
Media Communication can be done with media by
organising the conference meeting where the
important announcement is to be conducted by
Sainsbury. Through this process they can also take
reviews from media and bring changes in their
existing strategy.
Internal Employees The new communication techniques is used in
perspective of motivation and providing accurate
information before any decision taken. As it is the
duty of the supervisor to not discriminate the
persons on the bases of any culture and their
thoughts (Andriof and et.al., 2017). Thus, all the
culture employees are involved in company
internal affairs. So that, employees also feel to be
the part of Sainsbury.
Through this process it enables them to remove the culture differences in society and
internal working and they can achieve targets in better way.
CONCLUSION
From the above study it can be concluded that corporate culture reflect the overall
integrity of the company and guides company to balance the culture of employee and their
values, norms, beliefs and tradition are also to be respected. Thus, Sainbury corporate culture
reflects to prefer the customer choice first and than deliver the products with outstanding quality
at reasonable prices. Thus, by adapting the Dension model and OCAI model they can involve the
employees in every decision making. With this reduced they can retain the interest of employees

for longer time period. The differences also exist in respect of national and international cultures
which is distinguished on the bases of ethical behaviour and cultural norms.
Sainsbury company imposes various organisational behaviour upon their stakeholder
which they are bound to follow. Sainsbury also develop various communication skills which they
used to interact with stakeholders. Through the stakeholder mapping matrix, it helps to analyse
the various strategies which is used by Sainsbury in maintaining the interest of stakeholders. By
applying new communication techniques it helps Sainsbury to analysed the differences in
perspective of analysing the existing communication techniques. Sainsbury is the second largest
chain and they mainly deal in clothing, home and food products. Thus, there business will grow
if they use effective communication techniques to balance the interest of customer.

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