Comprehensive Marketing Plan for Sainsbury's: Analysis & Strategy

This report presents a comprehensive marketing plan for Sainsbury's, addressing issues like government regulations, inflation, and outdated technology. It outlines objectives using the SMART model and details the marketing mix (product, price, place, promotion). The analysis includes the Ansoff matrix (market penetration, development, product development, diversification) and BCG matrix (stars, cash cows, dogs, question marks). The report recommends a market development strategy and emphasizes customer-driven approaches through segmentation, targeting, and positioning to enhance Sainsbury's competitive advantage and customer relationships. Desklib offers similar solved assignments and study resources for students.

Marketing Plan
(Referring to the issues identified in Assessment one, prepare a marketing plan with clear
analysis and strategy as to how your organisation)

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK ..............................................................................................................................................3
Isseus faced by company.............................................................................................................3
Objectives of marketing plan......................................................................................................4
Marketing mix.............................................................................................................................5
Marketing analysis......................................................................................................................5
Customer Driven strategy...........................................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
The marketing is basically defined as the commercial activities, procedure and unit of
institution for making, communicating, exchanging and deliverig services. Due to conducting
these activities organization is able to understand the real needs and wants effectively. In
marketing various types of strategies are also involved for promoting company goods and
services in market effectively. The chosen company is Sainsbury and its headquater is situated in
London, UK. The company was estaablished in 1869 and this company is dealing with wide
range of products which includes grocery items, home appliances, food items and others (Akbar,
French and Lawson, 2019). The report will be covered issues faced by company in market,
objectives of marketing plan, marketing mix, marketing analysis, recommendation and customer
driven strategy. The various issues which are faced by various organization are government rules
and regulations, various policies, inflation rate, keep communication with local stores and use of
outdated technology. The vision of organization vision is to provide better quality product to
customers and maintain strong image in market.
Isseus faced by company
There are various types of issues which is faced by organization in UK and other
locations in their business activiies. Those issues are government rules and regulations, various
policies, inflation rate, keep communication with local stores and use of outdated technology.
Due to facing these types of issues firm is not able to enhance the awareness of their products
effectively in market and between consumers. Due to occuring changes in the rates of currency
on regular basis in the form of inflation Sainsbury is not able to enhance the sales in their
services and goods effectively. Due to this it is necessary for the management of Sainsbury, that
they must fix competitive price in their goods and services.
Due to fixing competitive price in their goods organization easily stabled their position in
market without any type financial, legal and other losses. With out proper coordination with local
stortes and suppliers firm is not able to enhance the availability of their products in vatious
locations. In aspect of use of outdated equipments, this will reduced the convenience of
customers to buy the company's product in low time. The other and major issue which is faced
by company is shortage of skilled employees. Due to this the resources of company are not
utilized in optimized manner. Due to fixing high price in their goods and services customers are

get very limited for Sainsbury. Due to having limited customers goodwill and revenue of
company are increased in slow manner which leads to decrease the performance of employees.
For solving this these type of issues it is necessary for the management of Sainsbury’s that they
must develop effetive marketing plan with objectives.
Objectives of marketing plan
Here the main objective of Sainsbury in aspect of developing effective marketing plan is
to decrease the above mentioned issues effectively. Due to this the overall growth and popularity
of company are highly increased in market within short duration. For the effective development
of marketing plan, the management of Sainsbury is used the model of SMART objectives. The
stages of SMART objectives are described below -
 Specific – The organization Sainsbury wants to become a number one brand in market
internationally and also want to earn high profit margin. But for this management need
adapt specific policies and regulations of UK government effectively (Dragojlović,
Mihailović and Novaković, 2018).
 Measurable – They exactly wants to get good ratio of portfolio in global level and also
wished to accomplish their objectives. For this the management of Sainsbury is decided
to adapt advanced technology such as artificial intelligence. With help of this the
performance of employees are easily analysed on regular basis.
 Achievable – In this phase the management of Sainsbury is focusing on fixing the targets
for employees with full flexibility on monthly basis. Due to providing flexibility skilled
employees always keep loyalty towards company which leads to enhance their profit
margin effectively.
 Reliable – In aspect of reliability it is highly essential for organization to attract the
customer's in large number. Due to providing reliable information to users regarding
product through advertising, desires of consumers are highly increased and facilitates
value to company. In this way positive the positive relationship between company and
customer's
 Time frame – It is also very important for organization and due to this Sainsbury used AI
technology in their business and operational activities. Due to employees within firm are
able to accomplish the task in time which leads to enhance company performance.

TASK
Marketing mix
The marketing mix is the combination various actions or tactics which is used by the
organization for promoting their goods and services in efficient manner. Due to the effective use
of marketing Sainsbury is able to sustain competitive advantage in market for long time. The
actions which are involved in marketing mix are -
 Product – In context to Sainsbury they are providing wide range of products to users as
per their needs and desires. But their main and highly popular product is fashionable
cloths in market. With help of facilitating uniqueness in their products are easily attracted
in large number for buying their product.
 Price – In context Sainsbury it is necessary for them that they must fix low or average
price in their services and goods which leads to enhance their sale in less time. The
drawback of keeping heavy price in their goods is that customers are limited in number
for buying their products (Ellram and Murfield, 2019).
 Place – In aspect of this firm management is established strong distribution channel
through online and offline mode. With help of strong distribution channel convenience
are highly increased for users to buy their desired product within low time. In this way
the sale and revenue of company are easily increased in low time.
 Promotion – The organization promoted their goods and services through social media
and other digital platforms. The major benefit for utilizing social media effectively is that
here firm easily highlight the features of their goods and services to users in low time by
visual modes.
After the above analysis it is understood that focusing on a marketing mix helps
organizations make strategic decisions when launching new products or revising existing
products. Effective marketing mix touches on a broad range of areas as opposed to fixating on
one message. Doing so helps reach a wider audience, and by keeping the four Ps in mind,
marketing professionals are better able to maintain focus on the things that really matter. A
marketing mix includes multiple areas of focus as part of a comprehensive marketing plan.
Marketing analysis
Ansoff matrix -

The Ansoff matrix is basically defined as the strategic planning tool which is used by
organization for sustaining their profit margin and goodwill in market. This provides framework
to assist the senior managers, executives and marketer’s device strategy for future growth. The
stages which are required to consider by the management of Sainsbury are discussed below -
 Market penetration – According to this strategy organization utilized different types of
sources and methods are utilized for enhancing the sale of existing products in existed
market. In context of Sainsbury, management used various marketing strategies such as
providing discounts, offers and various beneficial schemes. Due to this consumer are
easily attracted in large number for buying their services and product.
 Market development – In this strategy company is entering in new market with its
existing goods (Han and Kang, 2020). In this strategy goods are similar but consumers
are different and this kind of strategy is also called as market development strategy. In
context to Sainsbury, management is required to highlight the features of their existing
goods in new locations effectively through both offline and online mode. It leads to
develop strong customer base.
 Product development – In this strategy organization is focusing on introducing new
product in existing market. In this strategy management made lot of investment in R&D
department for developing uniqness in their goods according to the taste and desires of
users. With help of providing unique and best quality goods the trust of customers
towards company are highly increased.
 Diversification - In this strategy product and market both are newly developed asper the
needs and desires of users. Due to the new development of product and market chances
are highly enhanced for the success of firm.
BCG matrix -
The BCG matrix is basically a tool which is utilized by organization for developing
effective marketing strategy and also for sustaining competitive advantage in market. With help
of this strategy Sainsbury easily understand that which type of goods are beneficial for them and
how to attract the users in large number. The stages which are involved in BCG matrix are
described below -
 Stars – In this stage company less amount of investment for sustaining the awareness of
new goods and services in market effectively. Because the products which are comes in

the category of star, they are highly valuable for company growth. The products of star
are easily enhanced the revenue of firm at large scale.
 Cash cows – It refers to those products which are comes in the category of cows and the
growth of those goods are very less. Such type of goods required high improvement in
aspect of packaging and other features. The main advantage in this category is that here
market share is very high because in this goods company always maintained high price.
Due to this company did not face huge loss in their financial status.
 Dogs – It refers to having low market share and very low popularity in their goods. Due
to keeping dog category goods company faced huge financial loss and consumers also get
reduced. In context to Sainsbury it is one of the company who always facilitates
beneficial and quality goods to users as per their needs and wants (Martins, 2018).
 Question mark - The products which comes under this stage are highly demanded
products but the organization is required to invest large amount of investment so that they
can make higher market share by beating the competition.
Recommendation -
From the analysis of above matrixes strategy of market development is suggested to
Sainsbury for solving above mentioned issues effectively. Due to the effective use of market
development organization is able to develop strong positive relationship with all customer
segments for long time. Due to this firm easily understand the real needs and desires of
customers quickly. In this strategy organization is highly used various advanced systems for run
their business functions smoothly and also for delivering best quality products to customers
within low time. By using this type of strategy the products which are comes under the category
of dogs, those products are also get popularized within in low time.
Customer Driven strategy
The segmentation, targeting, positioning and differentiation is basically a tools or
strategies which is utilized by Sainsbury for sustaining competitive advantage in market
effectively. With help of these components company easily identify and target those customers
who are highly valuable towards their services and products.
Segmentation – The segmentation is basically defined as categorising the customers into
various criteria for enhancing the sale and popularity of their goods and services. The name of
those criteria’s are demographic, geographic, psychographic and behavioural. In context to

Sainbsbury, management utilized demographic criteria for enhancing the sale of goods and
services. Because according to this criteria middle and upper segment customers are highy
targeted for enhancing the sale of their goods and services.
Targeting – As per the above information here targeted customers middle and upper
class segments and in these segments income and status level of customer's are very good. The
other highlight of these targeted customers is that they are ready to pay any cost for buying their
products. In this ways the revenue of firm are easily generated at higher rate in short duration.
Positioning – Here company positioned themselves as an luxury product in market.
Management of Sainsbury also used various types of marketing tools such as social media,
advertising and others for promoting their good and services effectively in market. Due to the
effective use of various marketing tools organization easily attract the customers in large number
for buying their products. The major advantage of positioning is that here consumer easily
understand the benefit of specific product and services (Martynenko, 2018).
Differentiation – In aspect of differention, Sainsbury is one of the largest supermarket
chain in UK in comparison with other retail brands. In comparison with other brands this
company is providing the healthy and quality based goods to users which leads to sustain their
uniqueness and reputation in market for long time. Therefore, differentiation is a very important
concept for enhancing the success and productivity rate of company at large scale.
From the analysis of STPD it is understood that, effective utilization of STPD
organization is able to identify those customers quickly who are highly valuable for their services
and products. With help of identifying the valuable customers firm is able to sustain their
position in market for long time. Due to fulfilling the requirements of customers in time, the
visits of users in their store are easily increased for long duration.

CONCLUSION
From the above analysis, it concludes that marketing process and planning plays the
major role for fulfilling the desires and needs of customers in time. Effective marketing planning
and process are highly essential for developing strong positive relations between organization
and customer for long time. Due to the effective modification in their product, company is able
to increase their profit margin and market share within low time. This report will cover compare
the techniques in which various companies apply the marketing mix to the marketing planning
procedure for gaining the objectives of business. It further covers developing the marketing plan
that involves key components of marketing planning for an company to gain marketing
objectives.

REFERENCES
Books and Journals
Akbar, M.B., French, J. and Lawson, A., 2019. Critical review on social marketing planning
approaches. Social Business, 9(4), pp.361-393.
Dragojlović, V., Mihailović, B. and Novaković, S., 2018. Marketing Activities for the Purpose of
Marketing Culture Development in Education and Educational Institution. Ekonomika:
časopis za ekonomsku teoriju i praksu, 64(4), pp.135-146.
Ellram, L.M. and Murfield, M.L.U., 2019. Supply chain management in industrial marketing–
Relationships matter. Industrial Marketing Management, 79, pp.36-45.
Han, S. and Kang, E., 2020. The marketing strategy to stimulate customer's interest in art-gallery
business plan. Journal of Distribution Science, 18(8), pp.47-54.
Martins, M., 2018. Tourism planning and tourismphobia: An analysis of the strategic tourism
plan of Barcelona 2010–2015. Journal of Tourism, Heritage & Services Marketing
(JTHSM), 4(1), pp.3-7.
Martynenko, D., 2018. Demand at the marketing planning of the enterprise. Scientific Journal of
Polonia University, 29(4), pp.19-26.
Metaxas, T., Juarez, L. and Gavriilidis, G., 2021. Planning and marketing the city for
sustainability: The Madrid Nuevo Norte Project. Sustainability, 13(4), p.2094.
oglu Sultanov, S.R. and qizi Rustambekova, F.R., 2022. MARKETING ORGANIZATION AND
MANAGEMENT. Eurasian Journal of Academic Research, 2(3), pp.164-167.
Paul, J. and Mas, E., 2020. Toward a 7-P framework for international marketing. Journal of
Strategic Marketing, 28(8), pp.681-701.
Pomering, A. and Johnson, L.W., 2018. Building Sustainability into Services Marketing:
Expanding decision-making from a mix to a matrix. Sustainability, 10(9), p.2992.
Rajamma, R.K. and Sciandra, M.R., 2020. Planning and implementing a graduate online team-
taught marketing course. Journal of Marketing Education, 42(2), pp.108-122.
Wang, K.Y., Kasim, A. and Yu, J., 2020. Religious Festival Marketing: Distinguishing between
devout believers and tourists. Religions, 11(8), p.413.