Critical Reflection on Sainsbury's Marketing Intelligence - Unit 17

This report presents a critical reflection on a research plan concerning the feasibility of launching a new vegetarian burger, high in protein and vitamins, within the UK market, specifically focusing on Sainsbury's. The research involved a secondary investigation of the food industry and the vegetable food market, analyzing various authors' perspectives on changes in these markets. It assesses the market size and trends for vegetarian food in the UK and identifies potential opportunities for Sainsbury's. The reflection compares findings from different researchers, noting similarities and disagreements, particularly regarding the increasing demand for vegetable foods. It also addresses the challenges posed by low-income consumers and competition from discount retailers, emphasizing the importance of effective pricing strategies. The report concludes with a discussion of the researcher's learning process and the need to bridge the gap between theoretical knowledge and practical application, highlighting the importance of setting priorities in market research.

CRITICAL REFLECTION
The present research plan on Sainsbury shows the feasibility of a new vegetarian burger
high in protein and vitamins in the UK market. In this regard, I was gone through the secondary
investigation on the selected food industry and vegetable food market. Through this research, I
was able to understand the different views of authors regarding to change come in food and
vegetable market. This search helps me as a researcher to assess market size and trends for the
vegetarian food market in UK and future opportunities for Sainsbury to introduce new product
and attract wide population in a significant manner. From the research conducted by Jessica,
(2013), it is clear that Sainsbury obtained 17.1% market share and it comes in second position
after Tesco whose market share is 29.1% (Jessica, 2013) Along with this, shoppers are still
spending £69m for buying their fruit and vegetable in the supermarket in dynamic changing
arena. Increasing demand of nutritious foods and health conscious people are motivating
customers to spend money on vegetable foods (Denton, 2015). From the critical comparison
between Jessica (2013) and Denton (2015) findings, it is observed that growing demand of
vegetable foods and consumer spending, it is clear that changes come in marketing trends shows
the tendency of market to move in a particular direction .
From the critical comparison between my work and other researcher works, it is found
that on some points my findings are matched with other researcher findings and some points I
was disagreed with findings of other scholars. As an investigator, I found that there are
similarities between my own thought and findings of Jessica and Denton regarding to increase
demand of vegetable foods in country. On the other hand, from the report of Food Pocket (2015),
it is clear that people income are low but they show their positive attitude towards buying
different food items even in rise in food prices in the present competitive arena. Market research
about the entire food industry and Sainsbury conducted by me helped me to develop critical
thinking and understating to the business requirements. In addition, while making in-depth
analysis of each aspect I felt that high income group of UK is able to support increasing price of
vegetable and nutritious products. But the low income group people is facing problem to bear
cost of food and vegetables.
However, by effective use of pricing strategies, Sainsbury can be able to enter the UK
market with a new vegetarian burger and better compete with other business rivals. Besides that,
I analyzed that Aldi, Lidl and Netto and increasing competition are the major threats for new

burger product. From the secondary research, I was able to investigate that increasing health
consciousness and quick delivery of quality of foods are the other main issues which can create
problem for the company. In conclusion to the research report, I can say that I learned many new
things but still I a struggling to set certain priorities to implement my theoretical knowledge into
practical knowledge. Moreover, by emphasizing on this issue, I will be able to carry out the
market research work in best possible manner.