Marketing Essentials Report: Sainsbury's Strategies Analysis

This report provides an analysis of Sainsbury's marketing strategies, focusing on marketing essentials. It begins with an introduction to marketing, its importance, and the context of Sainsbury's as a leading supermarket chain. The report then delves into Task 1, examining the responsibilities associated with marketing, including pricing, marketing information management, distribution, financing, services, advertising, and selling, along with marketing research and product development. Task 2 explores the relationship between functional units and marketing, highlighting the interrelation between sales, marketing, customer services, legal, finance, IT support, administration, research and development, human resources, and business development, including B2B and B2C marketing. Task 3 discusses the application of the marketing mix within the organization. The report concludes with a summary of the findings and references. The report emphasizes the importance of marketing strategies in maintaining brand value, increasing profitability, and understanding customer needs. The functional units are highly interrelated with marketing strategies, which helps to manage marketing activities by including various factors. Such as implementing HR management process, administration, researches and development and so on.

Marketing Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................2
P 1 Responsibilities Associated with marketing.........................................................................2
M 1..............................................................................................................................................5
P 2 Relationship between functional unit and marketing............................................................5
M 2..............................................................................................................................................7
D 1 ..............................................................................................................................................8
TASK 2 ...........................................................................................................................................8
P 3 Application of marketing mix in organisation......................................................................8
M 3............................................................................................................................................14
TASK 3..........................................................................................................................................14
P 4 Marketing action plan of organisation. (and M 4)..............................................................14
D2 .............................................................................................................................................16
CONCLUSION .............................................................................................................................16
REFERENCES..............................................................................................................................18

Illustration Index
Illustration 1: Marketing functions .................................................................................................4
Illustration 2: Functional area in business.......................................................................................6
Illustration 3: Extended marketing mix.........................................................................................10

INTRODUCTION
Marketing essentials refer to as an approach, through which organisation is able to
understand marketing condition. Through implementing various theories and models, all the
challenges and demands can be analysed (Baack, Harris and Baack, 2013). It also helps in order
to implement changes effectively. Along with this it provides different facilities for promoting
and advertising products or services. This report is based on the marketing strategies
implemented by an organisation. The report is presented in context with Sainsbury's. They are
ranked as second largest chain of supermarket providing services across the world. The
organisation was established at 1913, by Karl Aibrecht. During the early stages, a small store
was founded by his mother (Boag, 2013). After sometime, his brother also participated in their -
business. Initially they had started, by provided food services and later extended with other
products.
The firm is vary popular across the world. They are having strong brand values at every
level such as local, national and international. They are considered as leading discount providing
supermarket. Currently, they are having approx. 161699 work force working at different part of
world. They are providing various employment benefits, to attract employees such as health,
transportation and so on. They are providing services across 18 countries, through 10,000
physical outlets. They are able to produce more than 22.50 billion Euros turn over annually
(Hanlon, 2014.).
The organisation is offering various products to their customers such as clothing, health,
food, stationary and so on. In order to handle various operational unit of company, hierarchical
structure is considered by organisation. As they are having various processing units therefore,
various levels are considered so that performance of each level can be effectively monitored.
Through this way each subordinate is being monitored, by their respective supervisor. The
organisation always consider flexible work culture (Hoffman and Turley, 2015). It helps the
organisation in order to implement changes, according to the demand of situation. The firm
implements task culture into their procedure. Through this strategy they are able to implement
changes into working, and processing of their work force. It enables the to increase profitability.
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TASK 1
P 1 Responsibilities Associated with marketing.
Marketing is considered as an important process, for development and growth of
organisation. Through this process firms are able to maintain their reputation, brand value. It also
plays an important role, in order to maintain clients and organisation relationship.
The role of marketing is considered essential, in order to achieve goal of the organisation.
Through this step companies are able to implement strategies, in order to maintain relationship
balance between clients and employees (Jacobs, MacRae and Sladyk, eds., 2017). The marketing
and promotional activities are considered as essential. The major objective of implementing
strategy, is to understanding prospective of various groups effectively. Such as clients,
employees and investors. Sainsbury's implements marketing strategies into their promotional
activities (Kennedy and Parsons, 2014). In order to effectively implement these procedures,
marketing functional are also required. All the functions are following:
Pricing
Through this step organisations are able to put pricing. Sainsbury's consider it as an
important process. For this various pricing strategies are also implemented (Mittal, 2014). In
order to achieve effective results various, factors are also considered such as social background,
preference, taste and so on.
Marketing information management
Another important function of marketing process is known as marketing information
management. Through his organisations are able to understand needs and demands of clients
effectively. For this various techniques are adopted by companies, such as researches and audits.
It helps to understand market conditions. Sainsbury's conducts various research activities before,
launching of any new products or services (Nguyen, Simkin, and Canhoto, eds., 2015).
Sainsbury's implements these step, in order to maintain smoothness of the running process.
Through this step activities are effectively involved into organisation like demand and supply of
material, performance of employees, etc.
Distribution
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This step enables the organisation to identify right channel for providing qualitative
services to clients. This is essential step in order to increase profitability. Sainsbury's consider
shortest and least expensive path (Pappas, 2017). They always consider paths or channels that do
not any risk and fewer chances of failure. An effective distribution channel helps the
organisation in order to maintain connections between clients and organisation. Sainsbury's
involve different mediums, as they are providing vast range of services to their customers
(Reynoso, 2013).
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(Source: Santrock, 2015)
Financing
This is considered as a basic step of marketing activities. Through this function
organisations are able to provide fund for promotional and advertisement activities. Effective
financing strategies, directly influences the profitability of company. Sainsbury's refers it as an
essential function of this marketing (Santrock, 2015). Along with this other features are also
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Illustration 1: Marketing functions

handled by them. Such as providing various payment options or as online payment, credit, debit
and ATM cards flexibility.
Services
Services use to represents companies into market. Therefore, in order to build reputation
and maintain brand value quality of products should be effective. Higher demand of services
enables the organisation, to achieve profitability. Along with this it also provides opportunities,
in order to expand business (Siahpush and et. al., 2016). Sainsbury's are providing various
facilities at different sectors. Such as food, stationary, health, toys, gifts and so on.
Advertisement
In order to present products and services into market, attract clients are handled through
this process. Sainsbury's has promoted and advertised their products, through various mediums
such as social, print and digital. For this various promotional activities are considered. This is
one of the essential step, through which organisations are able to influence customers.
Selling
Through this process products are provided to clients by charging fix amount. The
success of products depends on the sales and purchase of products (Silver, 2013). Along with
this it also helps to maximise profitability and improves growth of company.
Marketing Research- The main role of marketing is to supportive organisation in identifying the
need and demand of consumer in the market. The function of marketing is to assist business
entity in exploring as well as capturing market opportunities.
Product Development- The function of marketing is to encourage firm for facilitating innovation
at workplace and aid business entity in product development. The role of marketing function is to
analyse sales of existing products and services and identify gaps in the range of products in order
to determine opportunities for business.
Formulation of strategy- The function of marketing is to support marketing manager in designing
of effective as well as suitable marketing strategy.
M 1
On the basis of above report, Sainsbury's have implemented marketing strategies
effectively. It helps in maintaining relationship, between employees and organisation. In order to
increase profitability, all the needs and demands of clients are considered. Along with this
marketing functional implemented for increasing results of outcomes (Strandvik and Heinonen,
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2015). Through implementing functional, various information related the combination, services,
offers are gathered by organisation.
P 2 Relationship between functional unit and marketing.
Marketing strategies and functional units are interrelated at great extend. They are
combinationally increasing the effectiveness of process (Baack, Harris and Baack, 2013). The
processing of functional unit is distributed into various units. Some of them are following:
(Soucre: Boag, 2013 ) Sales: This is considered as an important unit of an Sainsbury's. It enables the company
for generating huge revenue. Along with this it plays a significantly role, in maximising
profitability (Swenson, Rhoads and Whitlark, 2014.).
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Illustration 2: Functional area in business

 Marketing: This step is considered, in order to present products and services effectively.
Through this function Sainsbury's, is able to attract huge amount of clients towards their
products. Customer services: Through this unit clients are able to contact with the authority of
Sainsbury's to solve their queries. For this various mediums are provided such as online
portals, telephonic conversation, emails. Some physical outlets are having department
also.
 Legal department: Through this unit of organisation, all the legal issues are handled
(Boag, 2013). Along with this it also ensures that, all the rules and regulations are
considered by organisation effectively. Financing: For organising any activities such as audits, researches, promotional
campaign and advertisement. Funds and budgets for any processing is provided this unit
of organisation (Hanlon, 2014). IT supports: In order to maintain information of organisation, support of IT system is
essential. It enables the organisation, for managing and processing work effectively
(Hoeffler, Herzenstein and Ginzburg, 2015). Through installing systems bulk information
can be easily manages and manipulated. Administration: This is considered as an essential part of organisation. It helps the
organisation, for maintaining relationship by minimising communication gap. It helps in
removing confusion. Research and development: In order to develop new product , this is considered as
essential step. It helps to implement innovation and creativity to attract more number of
clients (Hoffman and Turley, 2015). Human resource: This is considered as heart of company. An effective human resource
is able to provide capable and effective candidates. In order to reach their objective faster.
Along with this it helps to maintain balance between employees and organisation. Also
handles salary of employees.
 Business development: Through implementing effective marketing strategies.
Sainsbury's is able to maintain brand values and increase profitability. This helps the
organisation, in order to expand their business (Jacobs, MacRae and Sladyk, eds., 2017).
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B2B-The role of B2b marketing is to promote goods and services to other organisation
that can be used by other firm in general business operations. This form of marketing assists
marketing personnel in developing and deciding the way to employ their business to business
plan.
B2C- The role of this form of marketing function is to generate brand awareness, demand
generation, lead generation and peroduct positioning.
M 2
On the basis of above report, functional units are highly interrelated with marketing
strategies. It helps to manage marketing activities by including various factors. Such as
implementing HR management process, administration, researches and development and so on
(Kennedy, and Parsons, 2014). These all helps the organisation, in order to improve
performance. Such as effective employees influences the performance, research and development
helps in implementing advance technologies. Therefore, functional units are integrated with
marketing strategies (Mittal, 2014).
D 1
On the basis of above report, critical analyse the marketing element are following. The
activities of functional units are integrated with the marketing strategies. For achieving effective
results, direction are provided through marketing strategies. Along with this standard of activities
are maintained through distributing task into small units. Sainsbury's are also preferring
interrelated activities, as they are able to influence the higher region at a time (Nguyen, Simkin
and Canhoto, eds., 2015). Though considering various factors, such as research and
development, sell, distribution, management/administration and so on. Processing of various
units takes place effectively. Along with this it also helps, in monitoring activity of different
units. It enables the organisation in order to analyse, effectiveness and on the basis of that
necessary changes can be implemented.
TASK 2
P 3 Application of marketing mix in organisation.
Marketing mix is implemented in order to develop, an effective combination of price,
product and place. It provides various actions and steps through which effective outcomes can be
generated (Pappas, 2017). This process is implemented in order to identify correct situation for
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presenting any product or service into market. Sainsbury's are implementing marketing mix
process, in order to analyse aggregation of products. The marketing mix is consisting of four
principles. In order to have deep analysis, about any product, extended version is also provided.
Under which three more factors are included. The extended version of marketing mix is
discussed following:
Products
Products are use to represents the organisation. It reflects the services that are provided
by company. Sainsbury's are also providing various products, through which they are
representing them self into market (Reynoso, 2013). The development process is distributed into
three sections. On the basis of development, unit product development life cycle is
implemented. The success of the organisation is completely dependents, on the quality of
products. If the provided services are not effective marketing mix will not create much effect.
On the other hand Tesco company has gain popularity for offering wide range of products and
services. The organisation have focus on selling premium quality of goods. It also provides wide
variety of goods ranging from brand, regional produce, type, international cuisine in food and
other choices. On the other hand, Aldi delivers standard quality of food items at affordable price
to customer.
Prices
Pricing refer to the amount at which companies are providing their services. There are
various factors are considered, in order to implement pricing of any product. Such as demands,
resources for development process, various direct and indirect element are also responsible
(Santrock, 2015). Sainsbury's implements pricing by considering market penetration techniques.
All the development, promotional, transportation and much more charges are implemented. This
helps the organisation to get back their invested amount. Through which they are able to connect
with maximum number of clients. Whereas Tesco set price of the product on the basis of
competition in the market. The organisation has adopted cost leadership strategy. The pricing
strategy is formulated according to business strategy and the pricing strategy has supported firm
in increasing its competitive advantage. On the other hand, the low cost pricing strategy has
enabled Aldi to develop wide customer base .It charges low prices for the new products so that
they can enter the market and gain share quickly. On the other hand, The Tesco company has
taken high initiative to maintain low prices for its products or services.
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