Sainsbury's Market Entry Strategy: Global Consumers and Marketplaces

This assignment analyzes Sainsbury's market entry strategy, focusing on the French market. The project includes a poster outlining key target market information, a short video presentation of a proposed market entry strategy, and a market plan business report. The analysis identifies the opportunity in the French retail market, given the limited number of competitors, and emphasizes the importance of understanding the French consumer. The target market is defined as 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 assignment references academic sources to support the analysis and strategic recommendations. The project aims to provide a comprehensive market entry plan for Sainsbury's to succeed in France.

 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).
GLOBAL
CONSUMER AND
MARKETPLACES
 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. & 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. & 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.