MK9709 Global Consumers and Marketplaces: Sainsbury's France Strategy

This assignment focuses on Sainsbury's market entry strategy into France, examining the retail landscape and identifying key target markets. The project analyzes the French consumer base, highlighting the importance of understanding consumer behavior for successful market penetration. The report identifies two primary target demographics: females aged 20-55, with a focus on herbal beauty products, and young adults aged 20-40, with a focus on healthy and organic food products. The analysis emphasizes the need for Sainsbury's to adapt its product offerings to meet the specific needs and preferences of the French consumer market, considering the presence of major competitors such as Carrefour and ITM. The project also explores the broader implications of globalization on retail and consumer behavior, and how companies like Sainsbury’s must adapt their marketing strategies to succeed in the global marketplace.

GLOBAL CONSUMERS AND MARKETPLACES
 The present poster is related to Sainsbury which is a retail
store in UK which was found by John James Sainsbury in the
year 1869.
 The company is having a good market and operations all
over the world but is not having any presence in France.
 Hence, the company is planning to expand their operations
within France (Hänninen, Mitronen and Kwan, 2019).
 The reason pertaining to this fact is that in France there are
limited number of the retailers within the country.
 The major retailers in France involves companies like
Carrefour, ITM, Groupe Casino and many others.
 Hence, in comparison to other countries France is having
more opportunity to grow and develop as a retail company.
 Hence, for entering in France the most essential aspect is to
analyze consumer of that particular country (Mandler,
Bartsch and Han, 2020).
 The reason pertaining to the fact is that when the consumer
will not be known to Sainsbury then they will not be able to
market the product and services in proper and effective
manner.
 This is pertaining to the fact that there is possibility that the
product which are provided by company are not liked by
consumer of France. Hence, for this the major target selected
is
 Females coming in age group of 20- 55 with a special
focus on herbal beauty product.
 Young mass of France coming under age group of 20- 40
with a major product focus on healthy and organic food
products.
REFERENCES
Hänninen, M., Mitronen, L. and Kwan, S.K., 2019. Multi-sided
marketplaces and the transformation of retail: A service
systems perspective. Journal of Retailing and Consumer
Services, 49, pp.380-388.
Mandler, T., Bartsch, F. and Han, C.M., 2020. Brand
credibility and marketplace globalization: The role of
perceived brand globalness and localness. Journal of
International Business Studies, pp.1-32.