MG3607 Corporate Entrepreneurship and Innovation: Sainsbury's Case

This report assesses Sainsbury's proposed entrepreneurial initiative, focusing on a herbal energy drink, as a top strategic priority. It justifies the initiative within the industry and organizational contexts, aligning it with the company's vision and exploring its potential to improve performance. The report also examines organizational factors, using PESTLE and the 7Ps of marketing to analyze the initiative's potential impact and challenges. It concludes by highlighting the importance of innovation and strategic planning for Sainsbury's market competitiveness.

Corporate
Entrepreneurship &
Innovation

Table of Contents
INTRODUCTION ..........................................................................................................................3
PART 1............................................................................................................................................3
What entrepreneurial initiative are you proposing as the top strategic priority for your
company?....................................................................................................................................3
PART 2............................................................................................................................................5
What is your justification of this entrepreneurial initiative in the industry and organisational
contexts?......................................................................................................................................5
(a) How does this entrepreneurial initiative fit with your company’s vision?............................6
(b) How does this entrepreneurial initiative help your company improve performance in the
industry?......................................................................................................................................6
(c) What organisational factors might affect the implementation of this entrepreneurial
initiative?.....................................................................................................................................7
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Innovation is the significant act that supports the management to sell their goods to
consumers with original aspects. The enterpriser is an economical action that is supportable in
the growth of the management and as well as efficient for the growth of economy.
Entrepreneurship is the procedure of starting managerial actions and provide suitable goods and
facilities to their targeted consumers (Cabral, Francis, and Kumar, 2021). The management
consider in this report is Sainsbury and the new product named herbal energy drink in several
flavour to their consumer age between 16 to 40 and another fitness conscious users. The
following report covers the scenario of the entrepreneurial initiative in terms of the business
proposal, justification of such entrepreneurial initiative in the sector and managerial fields,
company’s vision, entrepreneurial initiative help the company improve performance in the
industry, organisational factors that might have get affected the implementation of this
entrepreneurial initiative.
PART 1
What entrepreneurial initiative are you proposing as the top strategic priority for your company? Overview of the Product – In the contemporary business environment, it cover high
demands of energy supplements that encourage the respective individual to start
management in respect to cover larger base of market share. As managerial herbal
energy drink is managed with significant ingredients that offers energy and increase their
focus level of respective. It also deals with memory booster drink that support the
management of Sainsbury (Cahanar, and Hamsal, 2021). The development of goods in
targeted market place is the factor that encourage enterpriser to promote management in
energy drink product. Mission – To offer high quality of products and services to their customers for satisfying
the desires and wants of their consumers. Vision – Vision of management is to manage their values and holding effective
leadership positioning within market by offering higher term of facilities to their
consumers. Management want to develop efficient managerial culture by executing

exercises and conducting training to workers by which they retain them for longer period
of time.
 Marketing Objectives -
1. To offers advantages to their stakeholders and hold trust level in respect of different kind
of management.
2. To manage market trends and promote innovative goods to increase share in the field of
market place.
3. To enhance profit margin and sales of business by 10 per cent to 20 per cent in following
9 months. STP Approach – Demands of product energy goods that will boost up their consumer's
energy in marketplace due to which they can increase the manner of health conscious and
as well as fitness users. Adult choose energy supplements to increase their focus and
mental alertness (Glinyanova, and et.al., 2021). The business proposal is significant that
allow the management to accomplish market share of their consumer at the age of 16 to
40 gym freak and health conscious to increase their sales and profitability level of
business.
1. Segmentation - Segmentation is termed as the procedure of dividing products into global
marketplace with sub division on the basis of same aspects, characteristics as well.
Management of Sainsbury utilise demographical and psychological segmentation
strategies to separate their market place.
2. Targeting - Targeting is refers to the procedure on certain division to offers goods and
facilities (Kehal, and El Alfy, 2021). Management targets individual at the age between
16 to 40 and another respective, gym freak, sports individuals and health conscious
people in the field of market place.
3. Positioning – Management manages their effective brand value in the mindset of
consumers by offering quality of goods at reasonable cost. Respective management
sponsors several sport events to spread awareness about mental and physical health.
 Marketing budget -
Particulars 1st year 2nd year 3rd year 4th year

Investment 10000 10000 6000 5000
Initial money 10000 5000 5000 5000
Total 20000 15000 11000 10000
Marketing
outlay
15000 1000 3000 5000
Sales
publicity
2000 2000 1000 1000
Direct selling 4000 3000 1000 1000
Promotion 4000 1000 5000 2000
Total 25000 7000 10000 9000
 Monitoring and Controlling – It is refer to the role of marketing manager in Sainsbury to
monitor and manages all the workers who are performing to promote new products. It is
significant that all roles are followed according to budget and it is important to manage
their advantages that can be hold by managers that require to be supported. By delaying
in their implementation of task that may resulted in losses for management.
PART 2
What is your justification of this entrepreneurial initiative in the industry and organisational
contexts? Product or service of Management regarding Herbal drink – Management offers herbal
energy drink with having lower amount of caffeine and sugar level that will directly boost
up their energy effectively (Kim, and et.al., 2021). The goods will be sell by the
company in packaging of white coloured that covers all information regarding product
ingredients. Goods have several ingredients like calcium, vitamin, protein, and another
things that makes them healthy.
 Demographic of product - The respective management targeted consumers who are
young individuals, teenagers and another individuals of age between 18 to 35 years,
students and young urban professionals. Organisation targeted both male and as well as
female.

(a) How does this entrepreneurial initiative fit with your company’s vision?
As there are several sources that support the respective individual to manages their
managerial vision to produce innovative and unique business idea that is sustainable in the field
of competitive management situation. In the starting of the area of maintaining company's vision
entrepreneurs of Sainsbury followed several procedures that are as follows - Focus groups – Enterpriser utilise focus group techniques in that six to seven respective
of having similar traits and aspects will collect the data and will discuss such sort of
issues (Lima, 2021). It will allow the enterpriser to gain diverse stand view of respective
about problems and get most sustainable and feasible thought of business. Brainstorming – Enterpriser of Sainsbury have to face several term of the procedure of
brainstorming that will support them to produce several sort of ideas and orientated
section to resolve the issues of consumers rapidly. It is the term of division that include
several amount of people and focuses on certain field of the area. Internet research – By searching on internet and another search engine, enterpriser get
new managerial opportunities as well. Entrepreneurs utilise blog post, articles, newspaper
and new method can be published about the orientated thought that can increase the
understanding of respective individual in an effective and efficient manner.
 Mind mapping - It is an efficient medium of managing the vision and new idea of the
business of management that will allow the respective individual to make notes and
brainstorm subject related matter. Enterpriser of the management of Sainsbury manages
several sort of fundamental objectives and as well as aims regarding new product and
their services with innovative section for the business growth in the economical field of
area.
(b) How does this entrepreneurial initiative help your company improve performance in the
industry?
By solving and as well as eliminate them with the aim of establishing suitable business
structure. Some time enterpriser create management with original thought of ideas and
framework of concept that is capable to resolve the present terms of the issues of consumers in
the field of the market place (Minola, and et.al., 2021). Entrepreneurs of the management of the
Sainsbury realises the isseus of young and adults individuals about their lower term of energy
and deficiency of concentration. The suitable management presented herbal energy drink with

lower quantity of caffeine to resolve the issues of the consumers by enhancing their energy,
concentration and as well as strength in an effective and efficient sort of manner.
(c) What organisational factors might affect the implementation of this entrepreneurial initiative?
PESTLE analysis:
As there are several external factors of environment that effectively get affected on
managerial performance and operations that are discussed beneath - Political factor – As there are several factors that will get affected on the managerial
goods and facilities like corruption level in the field of market place, limitation of the
government on the consumption of herbal drink for making sure efficient health and
security of their consumers (Rifai, and Sa'd, 2022). Such factors will have an impact on
global term of sales and as well as on productivity ratio of goods. Economic factor – Economical situation of the country, inflation rate have affected the
production level of management due to which management get material at higher cost
that will maximise their cost of goods and as well as products. Social factor – As there are several factors that involves in social factors like amount of
teenagers in economy, manner of respective and their social terms. It also follows
contemporary culture that will attract towards the consume the herbal drinks that will
increase the global term of opportunities for the management. Technological factor – Management of Sainsbury, present the research and growth
planning by utilising and following modern technology and internet to promote their
goods in the field of the targeted field of market. Technology will decrease the price of
creating goods and will increase the sales of management. Legal factor – As there are several laws that will pass by the government for food and
beverage sector that should be followed by the Sainsbury to operate managerial functions
effectively (Rigtering, and Behrens, 2021). Management follows each and every security
measures and write it on list of packaging in an effective way. Environmental factor - Disposable of material is an adverse issue that had faced by
management of Sainsbury that effectively have an impact on the sustainability of the
business. The business of management also adapted several waste recycling procedure

and increase it by using of metal cans that will secure their environment from adverse
effects.
7 P’s Marketing Mix Product – Sainsbury present the product of herbal drink with low amount of caffeine and
calories. The energy drink involves several herbs, calcium, vitamin and glucose that
offers healthy drink. Price – It relates with monetary value of goods by that the consumers are ready to buy
goods (Umrani, and et.al., 2022). Sainsbury fixes the cost of their goods as per to
challengers pricing tactics. Management charges higher cost as per to the quality of goods
that influence higher amount of consumers. Place – Sainsbury offers wider term of goods by convenient outlet, supermarket and
retailing structure. Management also offers herbal drink by online medium and home
delivering method also. Promotion – Management provide herbal drink to teenagers, adults and as well as sports
personalities as well. Management conduct social media campaigns and promotion to
influence wider term of consumers. People – Management recruit efficient and potential workers who services management
by presenting managerial functions and production in an effective way. Management also
conduct training and motivate their workers in order to enhance their efficiency. Process – It deals with the procedure of delivering their goods and facilities to consumers
(Urbano, and et.al., 2022). Energy buzz manages diverse outlines for business
operations, actions, tasks and procedure to increase the global effectiveness of the
company.
 Physical evidence - It relates to physical sections that offers efficient experiences to
consumer with their path with management.

CONCLUSION
From the above mentioned report it has been concluded that in respect to promote new products
new products in the market field then there will be need of market analysis. The above section
evaluates that it is mandatory for the management entity to create tactics and plan to gain wider
term of development in the field of marketplace. The above stated project manages their dealing
with the company to measure internal and external situation for global growth of the
management. This project deals with effective sections of the business to concentrates on
suitable resources of funding for managing their financial stability in the company.

REFERENCES
Books and Journals
Cabral, J.J., Francis, B.B. and Kumar, M.S., 2021. The impact of managerial job security on
corporate entrepreneurship: Evidence from corporate venture capital programs. Strategic
Entrepreneurship Journal, 15(1), pp.28-48.
Cahanar, P. and Hamsal, M., 2021, April. The Important Role of Corporate Entrepreneurship,
Digital Capabilities, and Readiness to Change in Business Performance: Moderated by
the Adoption of Business Model Innovations in the Newspaper Industry in Indonesia.
In ICEBE 2020: Proceedings of the First International Conference of Economics,
Business & Entrepreneurship, ICEBE 2020, 1st October 2020, Tangerang, Indonesia (p.
483). European Alliance for Innovation.
Glinyanova, M., and et.al., 2021. Five decades of corporate entrepreneurship research: measuring
and mapping the field. International Entrepreneurship and Management Journal, 17(4),
pp.1731-1757.
Kehal, M. and El Alfy, S. eds., 2021. Data Analytics in Marketing, Entrepreneurship, and
Innovation. CRC Press.
Kim, K.C., and et.al., 2021. Humane entrepreneurial framework: a model for effective corporate
entrepreneurship. Journal of Small Business Management, 59(3), pp.397-416.
Lima, M., 2021. Entrepreneurship and Innovation Education: Frameworks and Tools. John Wiley
& Sons.
Minola, T., and et.al., 2021. Corporate entrepreneurship and family business: Learning across
domains. Journal of Management Studies, 58(1), pp.1-26.
Rifai, F. and Sa'd, H., 2022. CORPORATE ENTREPRENEURSHIP TO IMPROVE BUSINESS
OPPORTUNITIES IN JORDANIAN COMPANIES UNDER COVID-19
CONDITIONS. Academy of Entrepreneurship Journal, 28(1), pp.1-13.
Rigtering, J.P. and Behrens, M.A., 2021. The Effect of Corporate—Start-Up Collaborations on
Corporate Entrepreneurship. Review of Managerial Science, 15(8), pp.2427-2454.
Umrani, W.A., and et.al., 2022. Managing intellectual capital: role of corporate entrepreneurship
and absorptive capacity on firm performance. Knowledge Management Research &
Practice, pp.1-13.
Urbano, D., and et.al., 2022. Corporate entrepreneurship: a systematic literature review and
future research agenda. Small Business Economics, pp.1-25.