J Sainsbury PLC Marketing Analysis: A Comprehensive Report

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MARKETING ESSENTIALS
J SAINSBURY PLC.

Contents
Introduction...........................................................................................................................................0
Company Overview...........................................................................................................................0
LO1: Explain the role of marketing and how it interrelates with other functional units of an
organisation...........................................................................................................................................0
P1Explain the key roles and responsibilities of the marketing function.............................................0
M1 Analyse the roles and responsibilities of marketing in the context of the marketing
environment.......................................................................................................................................1
P2 Explain how roles and responsibilities of marketing relate to the wider organisational context.. .5
M2 Analyse the significance of interrelationships between marketing and other functional units of
the organisation.................................................................................................................................5
LO2: Compare the ways in which organisations use elements of the marketing mix (7Ps) to achieve
overall business objectives....................................................................................................................0
P3 Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives................................................................................0
M3 Evaluate different tactics applied by organisations to demonstrate how business objectives have
been achieved....................................................................................................................................1
Conclusion.............................................................................................................................................0
References.............................................................................................................................................0

Introduction
The marketing process of the company has a very important role in promoting its products
and services. Marketing can be defined as a process that can identify and satisfy the
customer's demand. It is a process through which the people get what they want. The
companies produce products and services that have the potential of satisfying their need and
demand. A marketing process is also responsible for improving the quality of its product and
services. The report is presented to understand the marketing process and its importance
within an organization. With the advancement in technology and tools such as product
management tools, marketing management software has helped the company in improving its
marketing functions. The report discusses the importance of marketing and its application
within an organization. All the factors are studied and analysed with context to an
organization.
Company Overview
J Sainsbury Plc. is a UK based retail company. The company was founded in the year 1996
by JJ Sainsbury. The company main products include food retail, general merchandise and
clothing. The company also have its business in financial and property investments. The
company owns 1423 grocery stores in the UK. It is the second largest supermarket business
in the UK. The company headquarter is situated in London. The company main aim is to
become the most trusted retail brand. Sainsbury wants to provide the best customers
satisfaction. The company innovation culture will help the company by offering the best
products and services. The company owns 605 supermarkets, 807 convenience stores
(Aitken, 2016).

LO1: Explain the role of marketing and how it interrelates with other
functional units of an organisation.
P1Explain the key roles and responsibilities of the marketing function.
Key roles and responsibility of marketing function are;
1. Understanding the customers need and demand: The customers are important for
organizations. They are the people that buy the company products and services. The
marketing managers have the responsibility to access the customers need and demand. The
marketing managers should give valuable suggestion to the R&D department to develop new
products that can attract a large number of customers (Burns et al., 2014).
2. Monitoring Competition: The Company needs to understand its market and competition.
It is very important for marketing managers to know the current position of the company.
Analysis of its competitor will help the company in identifying their mistakes and take
appropriate measures to avoid them in future.
3. Improving brand value: A brand value of a company is very crucial for generating huge
profits. A customer tends to purchase those products that are famous in the market. The
managers are responsible for creating the marketing resources such as the images, messages
and slogans. They must ensure that other departments must convey the same messages
through their activities (Leeflang, 2014).
4. Utilizing marketing tools for improving the marketing process: marketing managers
should be aware of new marketing tools. There are many tools that can be utilized by the
marketing department;
Product management tool:
There are many tools such as the product management tools that can be used for product
tracking. Software such as the basecamp and slack can be used for managing product
tracking. Companies can use survey tools for taking the customer’s feedback. Online tools
can also be used. Even Facebook can be used for communicating with customers. It can be
used for understanding the customers’ requirements and demands.

Marketing automation tool: These types of tools can be used for automating the marketing
process of the organization. MAT is generally called "all in one ” tools. A MAT contains
various different types of marketing tools such as email marketing, content creation tool,
CRM etc. The hotspot is the best example of a marketing automation tool.
Product information management tool: A PIM tool can collect, analyse and distribute
products content on various different platforms. Marketing managers can also use this tool to
distribute marketing materials like catalogues, price listing etc. The technique can be more
beneficial for marketing managers.
5. Coordination: The marketing process involves various different departments and experts
such as the designers, publisher and consultants. All these people must work in coordination.
The MM is responsible for encouraging the members to communicate (Menz, 2012).
6. Adopt innovation culture: The innovation can result in unique products for the company
customers. Customers need and demand changes regularly. They are generally interested in
latest and unique products. Marketing managers should focus on promotion through
innovative techniques. They can use affiliate marketing promoting products and services.
7. Improve the sales process: The marketing managers should focus on improving sales and
profits. MM is responsible for understanding the customer’s feelings. They should try to
coordinate with the sales department this can lead to an increase in products sales.
8. Marketing planning: A marketing plan is important for any company that want to sell its
products in the market. Proper analysis of products demand is required. A marketing plan
helps the company in understanding its customers and their demands.
M1 Analyse the roles and responsibilities of marketing in the context of the marketing
environment.
Marketing Environment: The marketing environment contains the internal factors and the
external factors that influence an organization marketing operations. The internal factor
includes factors such as employees, customers, retailer and suppliers etc. external factors
include factors such as political, legal, economical etc. Some of the factors are controllable
while some are not. The businesses should be aware of their business environment in order to
take measures to avoid the negative impact of the business environment on organizations
marketing operations (Vecchiato, 2012).

Figure 1: Marketing Environment
Source 1: Business Jargon
Internal environmental: The internal marketing environments are the factors that are within
the company. They have an impact on the business operations of the organization. The
internal factors include labours, policy, budget and capital. These factors are part of an
organization that can have an impact on the marketing decision (Ahmed and Rafiq, 2013).
Microenvironment: the microenvironment factors are all those factors that are associated
with the working of the organization. The microenvironment factor includes;

Figure 2: Micro Environment
Source 1 : Business Jargon
Customers: every business depends on customers. They try to offer various products that can
fulfil customers demand. The marketers utilize various tools and technique to analyse the
customers demand and try to offer products and services that can fulfil their need.
Employees: Skilled and motivated employees are an asset to organizations. They are
important components that have a significant role in achieving business objectives. The
employee’s skills and knowledge have a great impact on an organization. The motivation and
productivity level of the employees can be improved by providing training and development
opportunity to employees.
Retail and Distribution: The retailers and distributors should maintain direct contact with
customers. They can provide important insights into the customer's demand and needs. They
can give suggestion to companies. They play a very vital role in determining the success of a
marketing campaign.
Competitors: Keeping a close eye on company competitors is important. This can be helpful
in devising a new marketing plan. The companies should focus on planning their marketing
strategy according to markets demand.
Shareholder: These are the people that have invested in the business. Therefore the company
should focus on increasing its shareholder wealth. The marketer should take specific
measures to maximize the returns to shareholders.
Government: The government implements various policies and regulations that may have a
huge impact on the marketing activities of an organization. The companies must keep track of
these rules and regulations while designing their marketing plans.
Suppliers: The suppliers are people that provide raw material to the company. Suppliers are
very crucial for the company business. Companies should identify the best supplier that can
fulfil the company’s requirements.

General public: The organizations have a social responsibility towards the general public.
Therefore companies should focus on designing the marketing strategy that can provide
welfare to the society.
Macro factors
Figure 2: Macro Environment
Source 1 : Business Jargon
Political and Legal: The political situation of any country can greatly impact the marketing
strategy. Countries put law and regulations for businesses. These are strict laws that
companies must follow in order to run their business. The organizations must follow these
rules, any violation may result in lawsuits against companies.
Economical: The economic condition of countries. Businesses must access the economic
condition before entering a new market.
Social: Companies operate within societies, the companies have a responsibility towards it.
The marketing function of a company must not hurt the sentiments of people. Companies can
invest in public facilities such as parks, schools or can promote education within societies.
Technological: Companies should invest in technology, it can improve the productivity of
organizations. Technology can be used for providing better customers service.

It can be concluded that the marketing environment is important for the business. It plays a
crucial role in business operation (Papasolomou and Melanthiou, 2012).
P2 Explain how roles and responsibilities of marketing relate to the wider
organisational context.
Communication: The communication between the marketing department and other
employees such as the designer, copywriter etc. is crucial for the marketing campaign to be
successful. Other departments should also be aware of company marketing practices. Each
department should work for promoting company products and services.
Product quality: The proper analysis of the customer's demand can result in developing the
best quality products and services. The company should focus on customer demand and make
sure that they get the best quality products.
Promoting products and services: The major responsibility of any marketing department is to
promote its products and services. They implement the best marketing strategy and try to
promote their products to a wider audience. The modern communication tools and services
such as social media apps can be utilized by the company (Papasolomou and Melanthiou,
2012).
M2 Analyse the significance of interrelationships between marketing and other
functional units of the organisation
There are various different departments that work within an organization. The marketing
function of an organization has an impact on other departments of the company. All the
departments should focus on customers.
Research and Development: This department is the engine of innovation within the
company. It is responsible for generating ideas, innovations and new products and services.
In a competitive business environment, companies can gain an advantage over their
competitors by adopting the culture of innovation. Continuous innovation is the key to the
company’s business. The R&D activity of any organization must be depended on the
marketing functions of the company (Craig and Campbell, 2012).

Production, operations and Logistics: The operations activities include warehousing,
packaging and distribution. It also includes production, manufacturing and logistics.
Production is referred to producing new products. Logistics is concerned with the process of
getting the product from the warehouse to the end user. Nowadays train planes and trucks are
used as logistics. The companies can use the latest real-time tracking tools and software for
managing logistics.
Human resource: The human resource department is responsible for the recruitment and
selection, training and development and performance management. The department is also
responsible for providing motivation to employees. Motivation can lead to an increase in
productivity. The HRM is also responsible for providing health and safety at the workplace.
At the time of recruitment of selection, the marketing manager will discuss the skills and
qualification required for a marketing professional. The HRM will arrange interviews for
hiring the candidates. The HR department can also be used for imparting the induction
training to new employees. So it can be concluded that the marketing department and the HR
department should work in coordination with each other (Le Meunier-FitzHugh and Lane,
2013).
Information technology: The information technology department is responsible for
managing the IT infrastructure of the company. An organization uses various IT technologies
such as software, hardware, computer systems and communication tools. The marketers use
computers systems for designing marketing documents such as promotional documents,
posters, images etc. Nowadays the companies are also using social media platforms for the
promotion of products and services.
Customer’s service: The customer’s service is integrated into the marketing function. The
customer service is referred to as an encounter with customers via telephone, email etc. The
customer service decides if the customer will develop loyalty towards the company products
or services or not. The marketing managers should make sure that the marketing function is
designed in such a way that customer’s satisfaction is achieved. The customers might call the
call centre and inquire about the product. The managers can use the latest software and online
services to make customers receive the best satisfaction. The customer’s service tools can
provide information about the customers need and demands. If the company has launched
new products then the customer service function can help in determining the success of the
product.

Finance Department: The FD has a greater role to play in the marketing function. The
department must ensure that the company have sufficient financial capabilities. It has to make
sure that all the departments work within allocated financial capital. The marketing function
is depended on the financial department for budgets. The main function of the marketing
function will revolve around increasing sales and profitability. The FD is more concerned
with cash flow and paying the investor’s money as quickly as possible (Viswanathan et al.,
2014).

LO2: Compare the ways in which organisations use elements of the marketing mix
(7Ps) to achieve overall business objectives.
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives.
Products: A Sainsbury product includes drinks, frozen food, bakery, health and beauty
products etc. The company owns around 15000 products. It also offers electronics, clothing
and entertainment products.
Price: The Company offers products and services that are affordable. Many of the company’s
products are premium products. These products have higher prices. The company’s product
prices are generally lower than its competitor’s products and services.
Place: The Company owns around 807 convenience stores and 605 supermarkets. Customers
can easily buy the products by visiting any of the stores. They can also use the company
online e-commerce platform to buy products and services. Currently, the company is
receiving around 250,000 online orders daily (Molenaar, 2013).
Promotion: The promotion of company products is important for increasing its sales and
profits. Sainsbury uses various different tactics to promote its products and services. The
company has used TV, radio, magazines, website and apps to promote its products. The
company has also hired many celebrities for promoting its products (Carlos Pinho et al.,
2014).
People: This is referred to as the employees of the company. The people are responsible for
designing, developing and manufacture of the company’s products. The marketing managers
of Sainsbury are responsible for market research, accessing the customers and do planning to
launch new products to satisfy the customers need.
Physical evidence: The PE of a company includes the company buildings, its interior design,
packaging, websites, the uniform of employees, promotional documents etc. Sainsbury has
designed its stores and supermarket in such a way that it represents the company brand value.
The stores interior is designed in such a way that the customers will be able to find products
easily. Company’s official uniform is worn by its employees.