Dissertation: Marketing Impact on Sainsbury's Performance in UK Retail

This dissertation research proposal analyzes the impact of marketing strategies on organizational performance and productivity within the UK retail industry, using Sainsbury's as a case study. The research aims to understand the concept and significance of marketing, assess its impact on performance, identify marketing challenges, and recommend strategies to overcome these challenges. The research will employ a deductive approach, utilizing a survey strategy for data collection. Both primary and secondary data collection methods will be used, with a questionnaire and literature review. The study will consider ethical considerations, including informed consent and data protection. The research is expected to highlight the crucial role of marketing in enhancing organizational success within the competitive UK retail market and provide valuable insights into effective marketing practices.

BSc (Hons) Business Management (Top-up)
BMP6001 DISSERTATION
Assessment 1 – Research Proposal
Dissertation Title
Submitted by:
Name:
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Table of Contents
1. Introduction p-p
a. Background/ Context of the Research p
b. Research Question p
c. Research Aims and Objectives p
2. Literature Review p-p
a. Key Papers p
b. Conceptual Framework p
3. Methodology p-p
a. Research Approach p
b. Research Strategy p
c. Methodology & Tools p
d. Sampling Approach p
e. Ethical Considerations p
4. Conclusion p-p
a. Limitations of Proposed Approach p
b. Expected Research Outcomes p
References p
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1. Introduction
a. Background/ Context of the Research
The existing research is based on a topic of business management which is
marketing that refers to a practice of generating awareness, consideration as well as
preference for products of organisation. The key purpose of this research is to
analyse the impact of marketing on performance and productivity of organisation
within UK retail industry (Al-Weshah, Al-Manasrah and Al-Qatawneh, 2019). The
identified problem for current research is that there are some challenges of
marketing which are faced by organisation and in order to overcome such challenges
this report will cover strategies that can be used by organisation. In addition to it, the
chosen organisation in this research is Sainsbury which will demonstrate different
aspects. The respective organisation is considered as a major supermarket within
retail industry of UK and is conducting business throughout the world.
b. Research Question
◦ What is the concept and significance of marketing within the organisation?
◦ Explain the impact of marketing on organisational performance and
productivity.
◦ Identify the challenges faced by company while conducting marketing.
◦ What are the strategies that must be adopt by organisation to overcome
marketing challenges?
c. Research Aims and Objectives
Research Aim:
“To analyse the impact of marketing on performance and productivity of organisation
within UK retail industry”- A study on Sainsbury
Research Objectives:
◦ To understand the concept and significance of marketing in enhancing
performance and productivity of organisation
◦ To analyse the impact of marketing on organisational performance as well
as productivity
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◦ To identify the challenges faced by an organisation while conducting
marketing within marketplace
◦ To recommend the strategies to organisation in order to overcome
marketing challenges
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2. Literature Review
a. Key Papers
Literature Review is the second chapter of Research project that helps
researcher in collecting and analysing detailed information regarding topic for
attaining research objectives effectively (Ali and et.al., 2019). In relation to presemt
research, different questions are addressed under this section:
Concept and significance of marketing in enhancing performance and productivity of
organisation
According to the viewpoint of Forsey (2021) the concept of marketing is
associated with the activities of promoting as well as selling products and services of
an organisation involving marketing research and advertising. Marketing concept is a
combination of strategies that are adopted by firm where it analyse needs and wants
of market-base and execute strategies to fulfil such needs which leads to increase in
sales and profit (Clinton and Salami, 2021). As per understanding of Quain (2019)
marketing is significant for an organisation in enhancing its productivity and
performance through understanding its customers, their needs and wants,
perceptions regarding products and services. Marketing is also considered as a
significant aspect of an organisation as it eccelerates consumer engagement, build
and maintain reputation, staying relevant, making informd decisions and many more.
Impact of marketing on organisational performance as well as productivity
As per the knowledge of Hartman (2019) marketing has a great impact on the
performance and productivity of the organisation as it enhances the level of
performance of the business through managing customer expectations, modeling
consumer behaviour, informing and generating awareness among market share and
many more. The author also stated that marketing process positively influenced
business operations through its different elements such as products standardisation,
promotion, pricing, distributing and adaptation which directly affect sales, financial
performance and customers of organisation (Gopal, Subashini and Velmurugan,
2019).
Challenges faced by an organisation while conducting marketing within marketplace
According to view point of Forsey (2022) every organisation faces different
challenges and nowadays marketing is at rapid phase that can be difficult to identify
which areas the compay want to develop to facilitate stronger growth. The
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challenges which are faced by organisation while marketing are associated with
recruiting talent, maintaining a sufficient budget, generating leads, finding the right
tools, beig risk-averse, moving into new markets and so on. These are some of the
challenges that create barriers for organisation at time when it conducts marketing
within marketplace in order to capture large number of buyers.
Strategies to organisation in order to overcome marketing challenges
As per the understanding of Gregory (2022) there are several strategies that
should be follwoed by an organisation to overcome the challenges associated with
marketing. Some of these strategies comprise of understanding different perceptions
of varied people, choosing appropriate and effective marketing channel, developing
a marketing plan as well as measuring success, navigating social media and many
more (Ilmudeen, Bao and Alharbi, 2019). There are some other strategies that must
be adopted by organisation and these include prioritising the user experience,
working on a budget, training new hires, straying on top of trends, tackling
reoptimisation and many more.
b. Conceptual Framework
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Illustration 1: How does Marketing Strategy Influence
Firm Performance? Implementation of Marketing
Strategy for Firm Success

The above figure shows that how the marketing strategy influence the
performance as well as productivity of the organisation. The implementation of the
marketing strategy is represented above in the diagram that helps the company in
effectively contributing to the success of the organisation as a whole.
Definition of key terms Marketing strategy: It refers to a long-term plan in order to achieve the
objectives and goals of the organisation through understanding the needs and
wants of the customers as well as creating a sustainable and distinct
competitive benefit (Khan, 2022).
 Standardisation/adaptation: Standardisation refers to a situation when
organisation sells as well as advertise a standardised product within the
international context. Adaptation is defined as a situation when an
organisation adapts the products to the local markets and is a process of
modifying products for various nations and regions or designing new products
for international markets.
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3. Methodology
a. Research Approach
There are two major research approach including deductive as well as
inductive research approach which can be used by the investigator to collect,
analyse and interpret information effectively and efficiently on the basis of the
research topic (Mehralian and Khazaee, 2022). Within current investigation,
deductive research approach will be used by investigator as it will assist in collecting
numerical and statistical data and also help in delivering primary information
regarding research topic which is gathered from various sources.
b. Research Strategy
There are various research strategies that can be used by investigator for the
purpose of conducting research. These research strategies inclide systematic
literature review, grounded theory, survey, action research and many more. In this
existig research, the investigator will use survey as a research strategy in order to
collect quantitative information (Mehralian and Khazaee, 2022). Reason behind
selecting such strategy is that it facilitates researcher in gathering numerical data
from respondents for gathering data insights about research topic in a very reliable
and valid manner.
c. Methodology & Tools
It includes methods of data collection and tools of data analysis that help
researcher in collecting data from different method and examining it for its
interpretation. Data collection process assists in prividing a deep understanding of
the research topic and also allows investigator for freater personalisation. There are
primarily two types of data collection and these include primary data collection
method and secondary data collection method. In this research, both primary and
secondary data collection methods will be used in which questionnaire as a primary
data collection methos will be used and literature review will be used as a secondary
data collection method to gather quantitative information about research topic
(Mehralian, 2022). Frequncy distribution analysis will be used to analyse the
collected information about research topic.
d. Sampling Approach
There are mainly two kinds of sampling methods and these consist of
probability as well as non-probability sampling. Within existing research, probability
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sampling method has been selected by the investigator for the purpose of choosing
candidates through the method of random sampling. The sample size of the
candidates is 30.
e. Ethical Considerations
In the present research, ethics plays a crucial role in performing every activity
of the investigation study in a very systematic and ethical manner. There are multiple
types of ethics which are based on the research project and should be considered by
the investigator at the time of conducting the research project. For the purpose of
fulfilling ethical aspect of the current investigation project, consent form will be
signed by the respondents who have been selected (Shkeer and Awang, 2019). This
will also help in shoeing the willing interest of the candidates within the survey
through support of questionnaire. The personal data of the respondents will also get
protected with the help of Data Protection Act. These will provide justice, right to
withdraw participant, respect for the individual as well as minimal irrespective of the
practice.
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4. Conclusion
a. Limitations of Proposed Approach
The current investigation has a wider scope where a reader understands the
role as well as significance of the concept of marketing so that it can effectively apply
strategies in order to overcome the challenges thar are associated with the
marketing process. The limitation of the existing research is that it consumes
resources like time, cost and so on for the purpose of investigating materials
concerned with the resrarch topic.
b. Expected Research Outcomes
From the above explanation of the research study, it has been concluded that
the process of marketing plays a significant role in enhancing the level of
performance as well as productivity of the organisation. In context to existing
research, it has been concluded that organisation is required to understand the
perceptions of customer and after that it should provide its products and services to
them to fulfil their needs and wants. Additionally, it has also been concluded that
organisation must be aware of the challenges that are faced by it and adopt effective
strategies in order to overcome such challenges. This will help in increasing the
performance, productivity and efficiency of the organisation.
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References
Al-Weshah, G. A., Al-Manasrah, E. and Al-Qatawneh, M., 2019. Customer
relationship management systems and organizational performance:
Quantitative evidence from the Jordanian telecommunication
industry. Journal of Marketing Communications, 25(8), pp.799-819.
Ali and et.al., 2019. Impact of CRM capability dimensions on organizational
performance. SMART Journal of Business Management Studies, 15(2),
pp.80-88.
Clinton, E. and Salami, C. G., 2021. Impact of diversification strategy on
organizational performance in manufacturing firms in Nigeria. International
Research Journal of Management, IT and Social Sciences, 8(6), pp.589-
604.
Gopal, P. V., Subashini, R. and Velmurugan, G., 2019. Effect of supply chain
management practices on organizational performance: an empirical
approach. In Emerging Applications in Supply Chains for Sustainable
Business Development (pp. 142-159). IGI Global.
Ilmudeen, A., Bao, Y. and Alharbi, I. M., 2019. How does business-IT strategic
alignment dimension impact on organizational performance measures:
conjecture and empirical analysis. Journal of Enterprise Information
Management, 32(3), pp.457-476.
Khan, M. A., 2022. THE IMPACT OF LOGISTICS PERFORMANCE ON
ORGANIZATIONAL PERFORMANCE IN A SUPPLY CHAIN CONTEXT:
EVIDENCE FROM SME INDUSTRY. SOCIAL AND MANAGEMENT
SCIENCES RESEARCH JOURNAL, 2(1), pp.1-32.
Mehralian, M. M. and Khazaee, P., 2022. Effect of Digital Marketing on the Business
Performance of MSMEs during the COVID-19 Pandemic: The Mediating
Role of Customer Relationship Management. In 37th Digital Marketing and
Customer Behavior Science Conference (2022).
Mehralian, M. M. and Khazaee, P., 2022. Modeling the Interrelationships among
Absorptive Capacity, Marketing Intelligence, and Entrepreneurial Culture and
their Impact on the Performance of Telecommunications Companies in Iran.
In 11th International Conference on New Insights on Entrepreneurship and
Business Management.
Mehralian, M. M., 2022. Effect of Internet of Things on Marketing Performance: The
Mediating Role of Entrepreneurship Orientation. In 25th Iranian Conference
on Business Development and Digital Transformation.
Shkeer, A. S. and Awang, Z., 2019. The impact of marketing information system
components on organizational decision making: A case of Jordanian five star
hotels. International Review of Management and Marketing, 9(6), p.197.
Online:
Forsey. C., 2021. What is Marketing, and What's Its Purpose?. [Online]. Available
Through:<https://blog.hubspot.com/marketing/what-is-marketing>
Quain. S., 2019. Advantages and Disadvantages of a Marketing Strategy. [Online].
Available Through:<https://smallbusiness.chron.com/advantages-disadvantages-
marketing-strategy-53961.html>
Hartman. D., 2019. The Value of Marketing to Society. [Online]. Available
Through:<https://smallbusiness.chron.com/value-marketing-society-21508.html>
Forsey. C., 2022. The Top 7 Marketing Challenges Faced Globally in 2022 [HubSpot
Data + Expert Tips]. [Online]. Available
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Through:<https://blog.hubspot.com/blog/tabid/6307/bid/33820/5-major-challenges-
marketers-face-and-how-to-solve-them.aspx>
Gregory. E. T., 2022. 10 content marketing challenges and how to overcome them.
[Online]. Available Through:<https://longitude.ft.com/10-content-marketing-
challenges-and-how-to-overcome-them/>
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