The Role of International Communication in Boosting Sainsbury's Sales

This report examines the critical role of international communication in enhancing sales performance for Sainsbury's. It delves into the significance of communication in the modern business era, particularly within the competitive retail sector. The report explores various effective methods of global customer communication, including social media, mobile technologies, websites, and email. It analyzes the relationship between effective communication strategies and sales, highlighting how companies can leverage communication to attract customers, build loyalty, and ultimately boost revenue. The report includes a literature review of key academic sources and provides a comprehensive analysis of Sainsbury's communication practices. The study also offers recommendations on improving sales through enhanced communication strategies, considering customer perceptions and the dynamic nature of the retail market. The report concludes with reflections on the findings and their implications for businesses operating in a globalized environment. The report is a comprehensive analysis of the role of communication in sales.

“TO DETERMINE THE ROLE OF INTERNATIONAL COMMUNICATION WITH CUSTOMERS IN
BOOSTING THE SALE OF THE COMPANY: SAINSBURY PLC”

TABLE OF CONTENTS
Introduction..........................................................................................................................................
Description of the topic................................................................................................................1
Background of the study..............................................................................................................1
Rationale of the study..................................................................................................................1
Aim and Objectives.....................................................................................................................1
Research Questions......................................................................................................................2
Literature review..................................................................................................................................
Significance of international communication..............................................................................2
Methods to communicate at global level.....................................................................................3
Relationship between effective communication and sales performance.....................................5
Methodology.........................................................................................................................................
Research Design..........................................................................................................................6
Data Collection............................................................................................................................6
Sampling......................................................................................................................................7
Data Analysis...............................................................................................................................7
Ethical consideration....................................................................................................................7
Analysis and Results.............................................................................................................................
Regression Analysis.....................................................................................................................8
Discussion...........................................................................................................................................
Reflection...........................................................................................................................................
References..........................................................................................................................................
Appendix............................................................................................................................................
Questionnaire.............................................................................................................................18

Title: “To determine the role of international communication with customers in boosting the
sale of the company: Sainsbury plc”.
INTRODUCTION
Description of the topic
In the present study, researcher emphasize on assessing the role of international
communication with customers in regards to boost the sales of company like Sainsbury.
However, it is important for multinational companies to communicate with their customers from
different parts of world in effective and efficient manner.
Background of the study
Looking at corporate environment, competitiveness is increasing day by day and
enforcing companies to bring changes within their approach to satisfy the customers and
maintain long term relationship. In this, role of communicating with customers is playing
significant role for the companies to boost sales. However, competition level in retail sector is
increasing at constant pace which indeed enforce companies like Tesco, Sainsbury, Mark and
Spencer to develop suitable platform where they can interact with customers and satisfy their
expectations by understanding them properly. Thus, present researcher paper focuses on
assessing the role of international communication with customers in regards to boost the sale of
company. Herein, strategies employed by Sainsbury has been particularly taken into
consideration to communicate with their existing and new customers so that long term
relationship can be maintained.
Rationale of the study
The ability to communicate well can greatly influence the success of business. It is
because of the fact that, communication skills are needed to attract new customer, keep existing
ones, convince investors to commit and negotiate contracts and deals. Therefore, main purpose
of researcher behind conducting this study is to assess the role of international communication
system of Sainsbury to maintain the relationship with customers and enhance the sales
performance. In addition to it, researcher aims to carry out study to enhance the knowledge and
understanding regarding the tools and strategies employed by Sainsbury to communicate with
customers from around the globe.
Aim and Objectives
Aim:
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The main aim of the study is to determine the role of international communication with
customers in boosting the sale of the company: Case of Sainsbury plc.
Objectives:
In order to achieve the above defined aim it is important for the investigator to prepare
different small objectives so that each and every prospect of defined topic can be addressed
appropriately. Following are the objectives of the present study:
 Understand the significance of international communication in the modern era.
 Determine the effective ways of communicating with customers of Sainsbury at global
level.
 To assess the association between effective communication strategies and sales
performance of Sainsbury.
 To recommend the effective ways of enhancing sales by using better communication
strategies for customers.
Research Questions
For the present research paper, following questions have been taken into consideration:
 What is the significance of international communication in the modern era?
 What are the effective ways of communicating with customers of Sainsbury at global
level?
 Is there any association between effective communication strategies and sales
performance of Sainsbury?
 What are the communication strategies through which Sainsbury can improve sales
performance?
LITERATURE REVIEW
Significance of international communication
According to the study of Okyere, Agyapong and Nyarku, (2011), researcher evaluates
that communication is the integral part of business through the means which they develop and
maintain relationship with internal and external stakeholders. In context to the internal
management, effective communication is significant for managers in the organisation for
performing basic functions of management i.e. planning, organising, leading and controlling
(Okyere, Agyapong and Nyarku, 2011). Similar to this study of Jenkins, (2013) evaluates that,
when communication lines are open between business and its customers it directly enhance the
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sales performance of the business entity. It is because of the fact that, if business is able to
communicate properly to its target market regarding the benefits of products, it aids in
converting prospects into customers (Jenkins, 2013). According to this it can be said that, good
communication ultimately boosts the bottom line of a business.
Herein Mumel and et.al. (2007) states that, corporate communication plays significant
role in creating and maintaining the business image of any corporate entity. Further author
defines that, corporate communication is considered as one of the most appropriate strategies
regarding effectively communicating the brand value and reputation to its customers (Mumel and
et.al. 2007). Companies operating at multinational level requires proper communication among
its customers of respective countries so that desired results and outcomes can be generated.
Supporting to this Okyere, Agyapong and Nyarku, (2011) illustrates that ere there several
processes of corporate communication with which management of companies operating at
international level can create desired business impact (Okyere, Agyapong and Nyarku, 2011).
In context to evaluate the significance of communication at international and domestic
level stupid of Ye, Gu and Chen, (2011) found that perception plays a pivotal role in good
communication. It is because of the fact that, the information shared by company within the
target market is perceived positively than it will directly boost the sales performance of the
business and vice-verse. Further, author makes difference between strategic communicate and
communicating strategically, herein expert illustrates that, strategic communication is about
looking good as the corporate entity, while on the other hand, managing communication
internally and externally is termed and communicating strategically (Ye, Gu and Chen, 2011). In
context to retail sector study of Esposito (2013) evaluates that, communication play significant
role for the companies operating in retail sector and it is because of the fact that, increasing
competition has enforced companies to maintain relationship and value within the target market.
It order to do so, communications strategies play significant role as they are able to share
accurate and reliable information to the target market and convert it into potential customers
(Esposito, 2013).
Methods to communicate at global level
According to Brown, Weaven and Crosno, (2016), in business effective communication
is crucial to stay competitive. There are several methods that companies are incorporating to
communicate with its customers at global and local level (Brown, Weaven and Crosno, 2016).
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However, it is important for the companies to interact with their existing and potential customers.
One of which stated in the article of Kohtamäki and et.al, (2013) is social media, nowadays
companies expanding their business to international boundaries sharing information and creating
awareness is considered as the significant prospects in terms of generating sales. Every company
employing social media as the major tool to interact with its customers as well as share
information regarding different products and services so that people can be influenced buy
products (Kohtamäki and et.al. 2013). There are several social networking sites such as
Facebook, Twitter, Instagram, LinkedIn etc. where numerous people are reached easily.
Supporting to this, study conducted by Trainor, Rapp and Agnihotri (2014) illustrates that, these
site creates platform for the marketers of the companies to get connected to people and
communicate them at regular basis (Trainor, Rapp and Agnihotri, 2014).
In addition to this mobile is considered as another major technology of communicating
with people at global level. At present, retail companies use mobile by sharing messages and
notifications to the target market regarding offers and new arrival of stock so that people can
easily identify the new products and services. Wu and Lu, (2012) states that, communication is
the biggest form of marketing or advertising that marketers optimally used to influence people
and generate higher sales. Arguing on this Rodriguez, Peterson and Krishnan, (2012) states that,
it is important for retail companies to make sure that the platform created by the marketers are
properly used so that messages and information shared accurately reached to the customers
despite of any manipulation. By ensuring this will assist in creating loyalty towards customers
and assist in generating higher sales performance (Rodriguez, Peterson and Krishnan, 2012).
Apart from this, there are several studies conducting of methods of communicating in
corporate market for companies illustrates that, company’s website and emails are the two major
modes through the means of which companies can easily interact with people and share
information about products and services so that demand or sales can be generated. In this regard
Asante, Miike and Yin (2013) illustrates that, companies develop a chat section in their website
where people’s inquiries and problems are being addressed. This platform also assist the
marketers of the firm to interact with customers as well as develop long term relationship with
them to generate higher sales. In regards to email, it is one of the most common method used to
communicate with customers of different geographical regions (Esser and Hanitzsch, 2013).
However, emails can consist of documents or images that also make it a preferred method over
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printing something out. For this mode of corporate communication Martin and Chaney, (2012)
states that, email is quick, cheap and works great for companies in spreading information all over
the globe.
According to Servaes (2012), there are several business that communicate with customers
online through, email exchange, text messaging and corporate websites. Further, companies also
employ video conferencing and streaming video forms of communication especially when
communicating to B2B customers (Servaes, 2012). In retail sector, B2B and B2C are the two
major segments which most of the companies deal thus, it becomes important for the firms to
incorporate the best possible method of communicating with people so that their needs and wants
can also be heard and addressed properly along with sharing information or influencing them to
buy the products or commodities to boost the sales volume (Roth, 2014).
Relationship between effective communication and sales performance
According to the study of Verbeke (2013), effective communication leads to generate
higher sales. However, it is important for the marketers to make use of effective source of
communication channels so as to improve the reach towards customers as well as influence them
to buy products at constant basis. There are several studies conducted which illustrates the
positive relationship between sales and communication (Verbeke, 2013). It is because of the fact
that, communication is considered as the core of advertisement or marketing which indeed assist
in creating awareness about the particular products and services within the target market to
attract large number of audience and generate sales leads.
In this regard Beamish (2013) states that, international communication primary mission is
to reach prospective customers sand influence their awareness, attitudes and buying behavior. At
present, multinational companies are investing huge in improving its communication channel so
that they understand the needs and expectations of customers along with sharing products and
services information (Jensen, 2013). Herein, author link this to marketing or advertisement
process wherein company undertake different modes or methods enhance their reach towards
customers. Further, study of Schoeneborn and Trittin (2013) evaluates that, most business
organisation function in a complex and competitive environment where demands and
expectations are constantly changing. In order to overcome this challenge it is important for the
companies to make that they make optimum utilization of available resources and must
emphasize on attracting and retaining customers. In result to this, different marketing
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communications tools has been developed by marketers to help them in succeeding the game of
competition (Colleoni, 2013). Similar to this, research conducted by Okyere, Agyapong and
Nyarku, (2011) highlights that, marketing communication is the main element that business
entity can incorporate to connect with their customers. Herein, by communicating ideas and
product information with the intention of imparting particular perceptions of the products to
customers and other stakeholders (Okyere, Agyapong and Nyarku, 2011). On the basis above
study it has been evaluated that there is positive relationship between communication and sales.
It is because, if companies irrespective to their sector are able to communicate to its customers at
global and local level than they can easily influence their attitude or buying behavior towards
and generate higher sales.
METHODOLOGY
Methodology in a research possess great importance because it assist the course of
investigator to select the best suitable strategies and tactics for gathering and analyzing data so
that desired research objectives can be achieved.
Research Design
Design of a study assist in addressing the issues and problems to achieve the defined aim
and objectives. There are several types of researcher design available that can be employed by
the investigator to conduct the study in more appropriate manner i.e. casual, case study,
experimental, descriptive, exploratory etc (Servaes, 2012). According to the present study,
researcher aims at assessing the role of international communication with customers in boosting
the sale of the company. This indicates that evaluation of relationship between both the variables.
In doing so, descriptive researcher design has been selected because it will assist in addressing
and each and every prospect about the selected topic in effective and efficient manner. However,
nature of the study requires quantitative assessment thus, descriptive will provide the theoretical
base that researcher need to conclude the study.
Data Collection
In a research, data collection is one of the significant prospect that is also considered as
the core of study. Commonly there are two methods of gathering data or information i.e. primary
and secondary. Herein, researcher emphasize on incorporating both the methods to gather wide
range of data on the role of international communication with customers in boosting the sale of
the company (Kohtamäki and et.al. 2013). For primary collection of data, survey methodology
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has been employed in which questionnaire has been developed and distributed to the managerial
level people of Sainsbury. Further, information is gathered on the communication strategies
employed by firm as well as platform that has been given to customers regarding sharing their
queries and problems.
While on the other hand, secondary data has been collected through different sources
such as journals, books, online blogs, articles news etc. The main purpose behind secondary
methods is that these helps the course of researcher in gathering adequate amount of information
from the empirical studies made by different researcher on the related topics. By the means this,
basic understanding regarding the relationship of communication and sales performance can be
developed.
Sampling
According to the nature of present study, researcher focuses on gathering the data related
to the communication strategies employed by Sainsbury and its impact on the sales performance
of the firm (Ye, Gu and Chen, 2011). For this, purposive sampling has been taken into
consideration because it help investigator to select managerial level of Sainsbury into the sample
size who can provide suitable and reliable information regarding the selected topic. Herein, 10
managers of Sainsbury has been selected from different stores of the company in UK.
Data Analysis
Analysis is the section that evaluates whether defined aim and objectives are achieved or
not. In order to assess the data, qualitative and quantitative are the two types tools that can be
employed by the researcher. Since the present study emphasize on assessing the role of
international communication with customers in boosting the sale of the company, quantitative
analysis technique has been employed in which SPSS tools is used to evaluate the correlation
between both the variables (Kohtamäki and et.al. 2013). Herein, linear regression analysis has
been used to identify whether effective communication at global level is assisting the course of
Sainsbury to attract customers and generate higher sales lead. However, responses gathered from
questionnaire survey methodology will be taken into consideration to assess the significant
relationship between effective communication and sales performance of the Sainsbury. On the
basis of findings, investigator will evaluate whether the communication strategies helping the
course of selected firm to generate higher sales.
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Ethical consideration
While conducting a study it is of great importance that researcher emphasize on
maintaining the ethical considerations. However, it is because there are several issues and
obstacles that investigator might face while carrying out different section of the study (Esser and
Hanitzsch, 2013). Therefore, there are certain ethical considerations that he/she must abide
which are as follows:
 Researcher need to make sure that the sources used for gathering secondary data are valid
and reliable so that accurate and valuable information can be gathered.
 To ensure that there is no misrepresentation of facts and figures, confidentiality of
demographic information of the respondents must be maintained.
 Further, any kind of biasness has been avoided at the time of collection of the data or
information (Jenkins, 2013).
 Act of plagiarism is taken into consideration to make sure that data is not copied form the
online sources.
 Along with the researcher has made proper use of citation and referencing so that source
of information can be justified for enhancing the reliability of research.
ANALYSIS AND RESULTS
Regression Analysis
Hypothesis:
H0: There is no significance relationship between international communication and sales
performance of Sainsbury.
H1: There is significance relationship between international communication and sales
performance of Sainsbury.
Analysis
Model Summary:
Model Summaryb
Model R R Square Adjusted R Square Std. Error of the
Estimate
1 .901a .812 .662 .825
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a. Predictors: (Constant), Consumer's loyalty can be further guaranteed through consistent
International Communication, International Communication is a power tool capable of reaching
and motivating large audiences, Communication is a strong tool in taping into consumers buying
power, International Communication gives room for product comparison
b. Dependent Variable: According to you which of the following communication channel is of
primary concern to Sainsbury?
ANOVA:
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 14.700 4 3.675 5.404 .046b
Residual 3.400 5 .680
Total 18.100 9
a. Dependent Variable: According to you which of the following communication channel is of
primary concern to Sainsbury?
b. Predictors: (Constant), Consumer's loyalty can be further guaranteed through consistent
International Communication, International Communication is a power tool capable of reaching
and motivating large audiences, Communication is a strong tool in taping into consumers buying
power, International Communication gives room for product comparison
Correlation:
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std. Error Beta
1 (Constant) 1.000 .522 1.917 .113
Communication is a
strong tool in taping into
consumers buying power
.100 1.152 .105 .087 .934
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