Strategic Marketing Coursework: Set Exercises, Sainsbury Analysis

This coursework assignment analyzes the strategic marketing approaches of Sainsbury, a major supermarket chain in the United Kingdom. The paper begins with an introduction outlining the importance of marketing in enhancing competitive advantage, particularly for Sainsbury. The main body of the assignment delves into several key areas. It examines the role of marketing in driving aggressive strategies, emphasizing customer analysis, executive team development, employee training, and sales promotion. The assignment then explores market segmentation, including geographic, demographic, behavioral, and psychographic segments, highlighting how Sainsbury tailors its products to different customer groups. Following this, the marketing mix is examined, covering product, price, place, promotion, people, process, and physical evidence. The assignment also discusses branding and integrated marketing communication, including advertising, personal selling, and digital marketing. Finally, it explores marketing success measurement using tools like Key Performance Indicators (KPIs), incremental sales analysis, cost-volume-profit analysis, and benchmarking. The coursework concludes by summarizing the key findings and emphasizing the importance of strategic marketing in achieving differentiated merchandise and fulfilling customer needs. The document is supported by references to relevant academic sources.

Strategic
Marketing
Coursework
Set Exercises
Online Forum
Discussions

Table of Contents
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................3
1. Role of marketing to increase aggressive strategies...........................................................3
2. Market Segmentation..........................................................................................................4
3. Marketing Mix....................................................................................................................4
4. Branding and integrated marketing communication..........................................................5
5. Marketing success measurement........................................................................................5
CONCLUSION..........................................................................................................................6
REFERENCES...........................................................................................................................7

INTRODUCTION
The processes of analysing change in taste and preference of target market for
manufacturing specialised product. In this case, Sainsbury is selected for its largest chain of
supermarkets in United Kingdom. This project describes the roles of marketing to increase
competitive advantage. Additionally, it explains market segmentation, marketing mix,
branding and integrated market communication for its success measurement.
MAIN BODY
1. Role of marketing to increase aggressive strategies
Marketing:- The ability of managers to sell their finished products and services to
customers by providing them high satisfaction level (Crouse-Machcinski, 2019). Managers of
Sainsbury are beneficial in enlarging buyers that increase their sales and profits for being
stable at international market.
Role of Marketing:- There are various roles which are mostly performed by
managers of Sainsbury. Some of them are mentioned as under:-
 Customers analysis:- The managers of Sainsbury focus on analysing the change in
demand of customers that might affect their sale.
 Executive Team:- The Sainsbury managers further develops an effective and
executive team with large number of sales person to increase sell.
 Development:- The Sainsbury Company provides training and development
programs to whole group for improving their skills and knowledge to enlarge
customers (Duggan, 2018).
 Sales:- Managers of Sainsbury are highly beneficial by attracting large number of
end-users through promotional activities that enhance in profit maximisation.
From the prescribed roles of marketing, managers of Sainsbury aim to increase their
sales by supplying superior products and services to customers. This results in building
corporate social responsibility with development of trust and faith, which enhances customers
support and constancy. It also increase trades, profitability ratios and market share.

2. Market Segmentation
The market segmentation refers as to discriminate the whole target market into small
groups for fulfilling the desires at less number of people.
Managers of Sainsbury implement this marketing strategy for manufacturing products
by analysing demand of segmented market (Ezzani and Paufler, 2018) (.
 Geographic:- The managers of Sainsbury segregates customers in accordance with
geographic regions such as climate, rural and urban, city and country, etc.
 Demographic:- Managers of Sainsbury further categorise the end-users on the basis
of age, gender, income, location, education, ethics, etc.
 Behavioural:- The managers of Sainsbury focus on purchasing and spending habits
of customers by analysing their behaviour of purchasing commodities at varied
quality with price discrimination.
 Psychographic:- The managers of Sainsbury auxiliary determine the personality
traits, values, attitudes, lifestyles, motivation, etc. This analyse those buyer which
thinking styles reflects as low price commodity is worse as compared to high cost
products.
From the mentioned market segmentation, managers of Sainsbury majorly focus on
demographic segment for identifying that rural customers will purchase low cost products in
accordance to their income level. The urban buyers will consume high quality products
whatever the price may be they are ready to pay for the superior quality.
3. Marketing Mix
The marketing mix of an organisation mostly includes 7P’s which are product, price,
place, promotion, people, process and physical evidence Stein-Smith, 2016). These are
explained as under:-

 Product:- The mangers of Sainsbury develops products such as fruits and vegetables,
fish and meat, desserts, health and beauty commodities.
 Price:- Managers of Sainsbury adopts competitive pricing strategy for competing
with rivalries by maintaining low cost as compared to competitors for enlarging
customers.
 Place:- Sainsbury managers focus on operating supply chain management for
delivering products at large number of supermarket string.
 Promotion:- The mangers of Sainsbury promotes its products through print and
social media, advertisements, television, etc.
 People:- Managers of Sainsbury consists of numerous employees in their organisation
which includes entrepreneurs, managers, leaders, workforce, etc.
 Process:- Sainsbury managers adopts various procedures to fulfil the changing
requirements of end-users for satisfying their needs in order to remain stable at
international marketplace.
 Physical Evidence:- The mangers of Sainsbury develops marvellous strategy by
presenting good atmosphere for its workers to breathe and perform task by building
good employee relations.
4. Branding and integrated marketing communication
Branding:- This is defined as particular brand which describes the company name,
logo and symbol to its target market while promotion. Managers of Sainsbury mention their
brand name on products for signifying pure quality, fresh products, etc.
Integrated Marketing Communication (IMC):- It is described as a concept to
communicate customers about the product quality, features, pros and cons of usage, etc. It is
most important for an organisation to specialise its features in comparison with rivalries for
motivating buyers to purchase. The managers of Sainsbury focus on brand promotion for
increasing its sales that leads to attain high profit-margins (Watson, 2016).
 Advertising:- The process of selling products through advertisements by providing
templates in newspapers, posters on roads, etc. Managers of Sainsbury can use this
procedure by providing discounts on certain products for purchasing in bulk such as
“Buy two get on free,” sample products, etc.
 Personal Selling:- It refers as the ability of sales persons for selling its products
through door-to-door service for delivering their commodities by communicating
features of commodities. Managers of Sainsbury are highly beneficial to develop good
relations with customers by analysing their satisfaction level.
 Digital Marketing:- The managers of Sainsbury further sell its goods through online
media by booking orders and supplying products at various locations.
5. Marketing success measurement
There are various tools and techniques which are implied by managers of an
organisation to increase sales through marketing success:-

 Key Performance Indicator (KPI):- It is described as the planning tool which is
most useful in solving variety of problems. This indicator is implied by companies to
restrict errors efficiently for sustaining in global market. Managers of Sainsbury
implement this for measuring market success with comparison of previous sales and
profits.
 Incremental Sales:- The managers of Sainsbury further emphasize on increasing
auction by analysing the current demand of end-users and to sell their product at
competitive price.
 Cost-Volume Profit:- Managers of Sainsbury focus on restricting its price of
commodities that results in enlarging customers by encouraging them to consume
qualitative commodities at least price (Wyne, 2017). This creates opportunity for
producers to increase wealth and maximise profits.
 Benchmarking:- The benchmarking is termed as a distinctive process to compare the
revenue and profits of company with another industries available in global market.
Managers of Sainsbury contrast through rivalries for analysing the marketing success
towards its goal accomplishment in perfect competition market.
From the prescribed marketing success measurements, managers of Sainsbury
majorly adopt benchmarking to compete with rivalries that are ASDA, Morrisons, etc.
CONCLUSION
From the above discussion it have been concluded that strategic marketing plays
major role in producing differentiated merchandise commodities and services to fulfil the
desire of customers. This project describes role of marketing through customer analysis,
executive team, development and sales. It further determines 4 types of market segmentation
that are geographical, demographic, psychographic and behavioural. Apartly, this project
examines various elements of marketing mix with its branding and integrated marketing
communication. It further executes various measurements for identifying marketing success.

REFERENCES
Books and journal
Crouse-Machcinski, K., 2019. The Benefits of Utilizing Learning Management Systems in
Peer Tutor Training. Learning Assistance Review (TLAR). 24(2).
Duggan, H., 2018. Adapting Self-directed Online Professional Development For Nebraska
Public Librarians.
Ezzani, M. D. and Paufler, N. A., 2018. Doctoral Program in Educational Leadership
Redesign: Utilizing a Multicriteria Framework. Impacting Education: Journal on
Transforming Professional Practice. 3(2).
Stein-Smith, K., 2016. The US foreign language deficit: Strategies for maintaining a
competitive edge in a globalized world. Springer.
Watson, F. F. S. A., 2016. Using a two-factor framework to optimize online students'
satisfaction while minimizing their dissatisfaction. Southern Illinois University at
Carbondale.
Wyne, D. E., 2017. A Comparison of Student Academic Achievement in a Face-to-Face and
Online Veterinary Technology Program (Doctoral dissertation, Shenandoah
University).