Marketing Management Report: Sainsbury's Strategies and Tactics

This report provides a comprehensive analysis of Sainsbury's marketing management, examining various aspects of its operations. It begins with an introduction to marketing management and its application within Sainsbury's, a major UK supermarket chain. The report delves into the organization's structure, including its slogan, mission, and marketing-oriented strategies. It then explores the 5Cs of Sainsbury's (Company, Customers, Collaborators, Competitors, and Climate), providing insights into its strengths, weaknesses, opportunities, and threats. A key section focuses on the market structure, including data collection, customer demand analysis, and competitor identification. The report further discusses developing marketing strategies, including market analysis, porter's five forces model, and target market selection. It concludes by examining marketing tactics, such as product development, pricing, place (distribution), promotion, and process, offering recommendations for enhancing Sainsbury's market performance. The report incorporates relevant academic literature to support its analysis.

Marketing Management
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
ISSUE 1 ..........................................................................................................................................3
Organization’s structure.........................................................................................................3
ISSUE 2...........................................................................................................................................4
5Cs of Sainsbury....................................................................................................................4
ISSUE 3...........................................................................................................................................5
Market structure of Sainsbury................................................................................................5
Issue 4 .............................................................................................................................................6
Developing marketing strategy..............................................................................................6
Issue 5 ............................................................................................................................................8
Developing marketing tactics.................................................................................................8
Conclusion.......................................................................................................................................9
REFERENCE.................................................................................................................................10
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INTRODUCTION
Marketing management is an approach of effective production and distribution of
resources to gain high level profit with customer satisfaction. It is useful technique to face
competition and sustain product value in market for long term stability. The present report is
based on marketing management concept of Sainsbury. It is one of the largest supermarket chain
of UK provides grocery items and food products to million consumers. The present study is able
to understand different aspects of organization’s description related to techniques involved in
marketing strategies of entity. Moreover, recognition of entity’s 5cs’ are to be identified.
Regarding this, market research, marketing intelligence and target marketing strategies are to be
expressed. Thus, several tools and techniques related to retail company’s market position.
ISSUE 1
Organization’s structure
Background:- Sainsbury is wide spread retail industry provides groceries and food
products at large scale. It has around 1300 branches in country and other nation’s which present
expansion of entity. Further, it provides satisfied services to customers to maintain effective
reputation in market (Weinstein and Pohlman, 2015). It influences productivity and profitability
of company effectively. Moreover, its net income is near about 160 million impacts on earning
capacity of firm organization as strength to face competitive strategies.
Slogan:- Live well for less
Purpose and mission of Sainsbrry:- As per the above mentioned slogan, it is considered
that organization aims to achieve better quality of services. Including this, it sets target to
increase service efficiency to gain maximum profit (Hollensen, 2015). Therefore, some of the
main purposes of supermarket can express as:-
 To provide better quality of groceries and food items.
 To maintain attraction of customer towards entity’s product services
 To sustain effective reputation in market.
Marketing oriented strategy of Sainsburry:- Retail sector industry focuses to implement
marketing strategies including product quality, ffeectiveness of marketing essentials, promotion
and analyses of goods value in market. Thus, it is determined that Sainsburry is marketing
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oriented entity which influences effective environment of industry in market (Miquel and et.al.,
2014). Moreover, it represents action oriented strategy which represents implementation of
action plans at workplace.
Products products by Sainsbury:- Organization produces grocery items and food
products.
Role of brand in organization’s marketing:- Products of Sainsburry are popular with its name
terms as brand. Therefore, organization focuses to sustain its brand reputation in market for long
time period (Sainsbury, 2016). Therefore, brand plays effective role in market which impacts
goodwill of industry effectively (Chernev, 2014).
ISSUE 2
5Cs of Sainsbury
Company’s profile: Entire strength, weakness, opportunities to grab and threats occurs in
organization as understand here:-
Strength
Largest supermarket chain
Around 150,00o people working for
organization
Good leadership to gain effectiveness
Large number of stores and branches across Uk
Weakness
High price of products
Imbalanced production and distribution of
resources
Opportunities
Adopt technologies to produce better quality
services
Use effective advertisement techniques to
develop product value in market
Expanding business as operating new benches
in other countries
Increasing in export rather than import
Threats
Facing cut throat competition
Sustainability of product value in market
Attraction of buyers towards Sainsbury’s items
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ISSUE 3
Market structure of Sainsbury
Collection of data:- Research of organization collects information related to product
value and public views regarding Sainsbury’s services. It includes primary and secondary data
collection in which conducting survey and interview, information from social networking sites
and past business activities. In accordance to this, data are gathered effectively to present market
position of organization (Sorescu and Sorescu, 2016). Thus, on behalf of this collected
information, manager of Sainsbury makes plan for further business activities.
Analyses of customer demand:- Data collection is useful technique to recognize
customer demand and requirements to implement changes in business activities. Where, primary
data collection includes survey methodology and conducting face to face interview to analyze
Sainsbury’s products’ value in market at initial stage (Kärnä, 2014). While, on the other side,
secondary data collection involves gathered information through ready materials like newspaper,
magazines, articles and recognizing past business activities of retail industry. Thus, these
gathered data are able to create balance between production and distribution of resources
systematically. It generates idea for effective transaction of resources including supplement.
Including this, attitude and perception of buyers towards product value is determined which
effects market position. It leads to provide satisfaction to customers with services. In addition to
this, proper management of entire business activities are implemented effectively (Salem, 2014).
Competitors:- As per market research, competitors of Sainsbury are presented as Tesco,
Marks and Spencer, Iceland. Therefore, society’s views regarding grocery and food items are
analyzed. In this regard, it is also recognized that which quality tools attracts customers in
different forms. For instance, in particular grocery items which quality type of material attracts
consumers at most (Dahmen and Rodríguez, 2014). Hence, this ideas are able to increase
efficiency of resources. Hence, accurate market position is determined through comparing
business activities of Sainsbury with other retail entities. Moreover, unique ideas are generated to
increase working performance of organization to manage entire business activities.
Business changes:- According to critical evaluation, manager of Sainsbury implements
and evaluates action plans to achieve organization’s effectiveness. It creates entity’s structural
framework effectively also generates ideas for proper management of business activities (Wei,
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Samiee and Lee, 2014). Thus, changes in business and its environment occurs. It is able to set
targets and increases competitive strategies to sustain good reputation in market. Moreover,
weaknesses of retail industry considers to be reduced as price determination of grocery and food
items remains effective. However, company maintains good reputation in market also remains
able to sustain its market position at high level.
Role of collaborates in process:- Key components of Sainsbury such as customers
including agents, wholesalers, suppliers and creditors plays great role in sustainability of
organization in market. Therefore, in production and distribution system these elements are
crucial to create positive atmosphere of entity. Thus, suppliers and creditors are valuable to
create effectiveness of organization and influences positive environment of firm. Hence,
effective coordination of all collaborates increases efficiency of entity remains able to sustain its
good reputation in market.
ISSUE 4
Developing marketing strategy
Market strategy is that which is combining all the market goal of firm for making a
appropriate plan. Further marketing strategy is base of marketing plan which is formulated by
Sainsbury company. It can be formed by a intensive market research for achieving the high
profit. In this marketing analysis is carried out by company by using proper tool and
methodologies..
Analysis market; In this company analysis the size of market for this it is necessary for
Sainsbury company to identify its target market. At the time of assessing market it is necessary
to look upon two factor that are potential customer, and value of market. After determine the size
of market it is necessary that company need to used framework. The framework is known as
porters five force model in which Sainsbury can easily identified factor which can influence the
market profitability.
Buyer power; in it Siansbury company identified which products. It help in identified the
bargaining power of customer toward the product and services sold by organization. customer
demand become high if price of product is low.
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Bargaining power of supplier: if supplier are less in market then bargaining power is in
their hand. On the other hand if supplier are more then bargaining power is in company hand.
They decide the price of raw material which they purchase from supplier.
Threat of substitutes; it can be affected by a ability of customer for finding a different
way for buying product. For example, if Sainsbury company supply unique product and services
then customer have no choice instead of buying that product at higher price.
Threat of new entry: Power of Sainsbury company can be affected by ability of new firm
which enter into new market. Company can enter into market by selling new product and
services to new customer at lower price which help in increasing customer base in new market.
Further it is necessary for company.
Further company need to identify behavior of its customer before formulating marketing strategy
.
Then company also need to choose target market for selling its product and services.
After analyzing market it is necessary for company to identify the taste and preference of
consumer (Aghaei Vahedi and Pirooz, 2014). c with the changes of time need and want of
consumer are changes, so Sainsbury company need to modified its product and services
according to the customer taste and pretences. So that it customer base not decrease. On the other
hand firm need to choose demographic segmentation of targeting it customer. In this company
can target people by its age and income, company can also make sure that people who’s
standard of living is high and earn high income firm can offer them product which have unique
attribute by charging from them premium price. Apart from this company can position it product
in market by focusing its unique features. Company can also used differentiated marketing
strategy by seing on promotional message in different market. It help company in expanding
business in new geographical area .
Recommendation
It can be recommended that company can make product and services which are different
from its competitor so that sale of company can increase.
Further company can set premium price of its product if it make product which have
unique attributes and different from its competitor.
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ISSUE 5
Developing marketing tactics
It is recommended that company can use marketing mix element for increasing sale of its
new product and services. The marketing mix element are as follows;
 Product; in this Sainsbury company can launch product which are different from its
competitor (Leonidou, Katsikeas and Morgan, 2013). Further company can also make
high quality product and services for its customer so that it can easily grab the attention
of customer.
 Price: Pricing is very important for firm so that it can easily target large market. This
pricing strategy is related with product positioning. Company can use various pricing
method for its new product and services. Some of pricing strategy is skimming pricing
and penetration pricing method. So Sainsbury can set high price of its product because it
make unique product and services which demand in market is high and it have less
competitors. If company set high price of its product then it can only target people who
have high income .Apart from this company can set lower price of its product and
services for so that sale can be increase and market share of company. after some time it
can increase the price of product and services so that it can survive in competitive market.
 Place; After setting price of product company need to find place where it can launch the
product and services (Kubacki, Pang and Buyucek, 2015). Sainsbury need to choose
place for launching its product where transportation facility is available. Further company
also need to launch it product and services where demand is high and less competitor.
 Promotion: company can used different promotional technique for increasing the
awareness of product among customer (Aghaei, Vahedi and Pirooz 2014.). Now a days
lots of people are using social networking sites, so company can advertise it product on
Facebook and twitter. Further, company can used to advertise it product and services on
television.
 Process; In this company can used systematic process for selling its product and services.
In this company can provide its employee home delivery facility which help in grabbing
attention of people more (Kubacki, Rundle-Thiele and Buyucek, 2015). Along with this
Sainsbury company also provide online payment facility with secure payment option for
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people comfortable. Company can use systematic process for selling its product and
services so that it increase sale and overall profitability of firm.
 Physical evidence; company can make it physical store precence very strong so that sale
of company can increase (Yadav. and Pavlou, 2014). It can make it retail shop near the
area where population is high this help company for attracting more customer. Further
company can launch it product at that place where transportation facility is available so
that customer can easily reach to its products and services.
 People: company can hire highly skilled employee for its company so that it can make
innovative product for increasing sale of its products (Carins and Rundle-Thiele, 2014).
Further company can trained its employee so that it can easily provide systematic
services to customer.
This all are marketing mix element which company can used for increasing sale and
overall profitability of its company.
CONCLUSION
From the above report it can be concluded that company can use marketing strategy for
selling its product and service. For this company need to analysis the market and then it need to
focus modifying its product and services on basis of taste and preference of customer. Further ,
company need to target the demographic market in which it can target people on basis of their
income and age. Further it can be conclude that company can make product and services
according to taste and preference of consumer. marketing mix element are useful for
organization for launching new product and for setting new price. Company can advertise its
product and services on social networking site for creating awareness among people. There are
different way through which company can expand its business and increase sale of its product
and services. Further marketing mix elements help firm in launching new product in a market
and for grabbing attention of customer.
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REFERENCE
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