Marketing Plan Report: Sainsbury's International Market Expansion

This report presents an analysis of Sainsbury's international marketing plan, focusing on its expansion into the Indian market. The introduction provides a brief overview of Sainsbury's position as a major retailer. The main body includes an external analysis using the PESTEL framework, comparing the political, economic, social, technological, environmental, and legal factors of the UK and India. An internal analysis is conducted using the VRIO framework to assess the value, rarity, imitability, and organization of Sainsbury's resources. A SWOT analysis highlights the company's strengths, weaknesses, opportunities, and threats. The report concludes with objectives for international expansion and references supporting the analysis. The assignment brief requires a 3-year marketing plan incorporating core marketing concepts, analyzing both internal and external environments to identify growth opportunities and develop a marketing mix strategy.

International marketing

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
EXTERNAL....................................................................................................................................3
PESTEL.......................................................................................................................................3
SWOT..........................................................................................................................................5
OBJECTIVE................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Sainsbury is considered to the world third largest marketer in term of retail among the UK. It
provides high quality wide range of products such as grocery items etc (Ismail, 2018). It has
great control over market and by serving its consumers well enterprise is able to make its
consumers loyal towards the brand.
MAIN BODY
EXTERNAL
PESTEL
FACTOR INDIA UK
Political Strong involvements of politics. Due to political unrest cost of
foreign products are high.
BREXIT
Economic better level of investment
opportunities
As government has raised prices
of fuel hence transportation cost
has been raised which enhances
overall operational cost of
business (Shin, Noh and Lee,
2018).
Social religious freedom
influence by western culture
Healthy EATING
Technological increase level of advance
technology
big data and artificial intelligence
Environmental government regulation regarding
environment
carbon foot print
Legal minimum wages and trade trade restriction
3

restriction.
4

INTERNAL
VRIO analysis
Valuable The financial resources of Sainsbury are considered as valuable thing
(Khan, Khan and Mahmud, 2016)
Local food items
Patents
Rare Financial resources
Employee management
Patents
Imitable Financial resources can not be imitate
The employees are also not costly to imitate
The patents can not be imitate
Organisation Financial resources are well organising
distribution network of Sainsbury s is organised
Employee are perfectly trained (Parry, 2016).
SWOT
Strength Weakness
Right expansion moves
Business Philosophy
Wholesale and retail banking.
Brand Switching
Low margins
Growing costs
Threat Opportunists
Competition branded products.
5

Growth in villages
OBJECTIVE
The company have the stronger level of positions in order to have expand into the Indian
biggest retailer companies. The company is having the strong level of awareness of offering the
good quality foods to customer.
6

REFERENCES
Books and Journals
Ismail, A., 2018. International Marketing Strategies in the Celebrity Cosmetics Industry: A Dual
Case Study: Huda Beauty and Fenty Beauty.
Khan, Z. A., Khan, S. H. and Mahmud, U., 2016. International Marketing Strategies;
Standardization, Adaptation, and Contingency Approach. Marketing. 1009. pp.4Ps.
Parry, B., 2016. A bull market? Devices of qualification and singularisation in the international
marketing of US sperm. In Bodies Across Borders (pp. 53-72). Routledge.
Shin, M. M., Noh, E. J. and Lee, J., 2018. Study abroad programs as a service convergence: an
international marketing approach. Service Business. 12(2). pp.253-275.
7

8

9