BABS Marketing Management: Sainsbury's Credit Card Revamping Plan
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AI Summary
This report presents a marketing plan for Sainsbury's credit card revamping, focusing on environmental factors affecting business operations, brand image creation, and competitive strategies. The report includes a description of Sainsbury's, analysis of the competitive environment using PESTLE and SWOT, and an examination of the marketing mix (7Ps). It details Sainsbury's establishment, products, vision, and objectives, along with a selected product (credit card) for revamping. The competitive environment analysis covers political, economic, social, and technological factors influencing Sainsbury's, while the SWOT analysis identifies strengths, weaknesses, opportunities, and threats. The marketing mix section explains product, price, place, promotion, process, people, and physical evidence. The report concludes with methods for improving branding and enhancing the company's image.

Marketing Management
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EXECUTIVE SUMMERY
Marketing is found as the important function of an organisation as it influence the
customers to buy their product and services. Sainsbury plc is chosen for this report. It include the
environmental factors which effect the business operations. Along with this, it also cover the
facts which leads to the creation of reputation and brand image in the market. In this report,
Sainsbury has selected Credit card for the purpose of performing some revamping.
Marketing is found as the important function of an organisation as it influence the
customers to buy their product and services. Sainsbury plc is chosen for this report. It include the
environmental factors which effect the business operations. Along with this, it also cover the
facts which leads to the creation of reputation and brand image in the market. In this report,
Sainsbury has selected Credit card for the purpose of performing some revamping.

Table of Contents
Table of Contents
EXECUTIVE SUMMERY..............................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Description of Organisation and selected product......................................................................1
Competitive organisational environment....................................................................................2
Marketing Mix of Sainsbury.......................................................................................................5
Improving the branding and enhancing the image and reputation of the product or service......7
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9
Table of Contents
EXECUTIVE SUMMERY..............................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Description of Organisation and selected product......................................................................1
Competitive organisational environment....................................................................................2
Marketing Mix of Sainsbury.......................................................................................................5
Improving the branding and enhancing the image and reputation of the product or service......7
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9
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INTRODUCTION
In the modern businesses, marketing is consider as a major tool as it include the process
of understanding the marketplace, building relationship, demand of customer, customer effective
strategies and many more. Marketing management refers to the art or science of selecting the
target market and growing the business by creating, delivering and communicating superior
customer value. In simple words, it can be defined as the process of decision making, planning
and controlling the marketing aspects of a company in the terms of marketing concepts within
the marketing system. The organisation chosen for this report is Sainsbury plc. It is the chain of
supermarkets in the United Kingdom. This report covers a brief description of Sainsbury along
with the description of the product which is selected for revamping, competitive organisational
environment factors. In addition to this, it also include 4Ps of marketing mix and the methods of
improving the brand image of the product and company.
MAIN BODY
Description of Organisation and selected product
Establishment and products of Sainsbury:
Sainsbury is found as the second largest chain of supermarkets in the United Kingdom
having almost 16% share of the supermarket share. It was founded by John James Sainsbury in
1869. This company was started with a shop in Drury Lane, London and in 1922, it becomes one
of the largest retailer of groceries. Tesco wanted to become the market leader. Hence, they
overtook the Sainsbury. From a report it has been found that the Sainsbury is performing
business operations at more than 600 stores in United Kingdom and dealing with almost 23000
products in which almost 40% of products carry its own brand. This company is operating by the
two segments which include Retail and Financial services (Hüttner, M., 2018). The retail
segment deal with the operations of supermarkets and benefits. The segment of financial services
segment involve the operations of Sainsbury's Bank plc. Argos, Tu, Sainsbury's groceries,
Sainsbury's Bank and habitat. Majorly, they are dealing with the local tailored products or
services within the food, clothing, general merchandise and beauty industry. They are selling
groceries by making several categories such as meat and fish, household, baby, pet, health and
beauty, frozen, food cupboard, bakery, dairy, chilled, fruits and veg, dairy and many more.
Vision of Organisation:
1
In the modern businesses, marketing is consider as a major tool as it include the process
of understanding the marketplace, building relationship, demand of customer, customer effective
strategies and many more. Marketing management refers to the art or science of selecting the
target market and growing the business by creating, delivering and communicating superior
customer value. In simple words, it can be defined as the process of decision making, planning
and controlling the marketing aspects of a company in the terms of marketing concepts within
the marketing system. The organisation chosen for this report is Sainsbury plc. It is the chain of
supermarkets in the United Kingdom. This report covers a brief description of Sainsbury along
with the description of the product which is selected for revamping, competitive organisational
environment factors. In addition to this, it also include 4Ps of marketing mix and the methods of
improving the brand image of the product and company.
MAIN BODY
Description of Organisation and selected product
Establishment and products of Sainsbury:
Sainsbury is found as the second largest chain of supermarkets in the United Kingdom
having almost 16% share of the supermarket share. It was founded by John James Sainsbury in
1869. This company was started with a shop in Drury Lane, London and in 1922, it becomes one
of the largest retailer of groceries. Tesco wanted to become the market leader. Hence, they
overtook the Sainsbury. From a report it has been found that the Sainsbury is performing
business operations at more than 600 stores in United Kingdom and dealing with almost 23000
products in which almost 40% of products carry its own brand. This company is operating by the
two segments which include Retail and Financial services (Hüttner, M., 2018). The retail
segment deal with the operations of supermarkets and benefits. The segment of financial services
segment involve the operations of Sainsbury's Bank plc. Argos, Tu, Sainsbury's groceries,
Sainsbury's Bank and habitat. Majorly, they are dealing with the local tailored products or
services within the food, clothing, general merchandise and beauty industry. They are selling
groceries by making several categories such as meat and fish, household, baby, pet, health and
beauty, frozen, food cupboard, bakery, dairy, chilled, fruits and veg, dairy and many more.
Vision of Organisation:
1
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The vision of this company is to become the trusted retailer of United Kingdom with the
help of talent, diversity and creativity of the employees of organisation so that they can provide
the best services to their customers.
Objective of Sainsbury:
Their aim is to retain the customers and fulfilling all the needs and demand of customers
so that they are not required to go somewhere else for satisfying any other need. They focus on
developing the effective marketing strategies so that they can know about the needs and demands
of customers. Along with this, they want to earn huge amount of profit by making their
supermarket different from their competitors (Gursoy, D., 2018).
About the selected product:
Sainsbury is also performing financial activities as the Sainsbury group also have bank
under them which are operating in all around the United Kingdom. They are providing the
several services over there such as loans, credit cards, insurance, savings, transfer money and
many more. Credit card is the chosen service for this report. It refers to a thin rectangular shaped
plastic piece which is issued by the banks or financial institution. With the help of this card,
customers can borrow funds from a pre-approved limit to pay the purchases of the customers up
to a limit which is decided by the institution.
They can perform the innovation by adding a chip in the credit card which the customers
can connect them with their mobile phone. If the customer lost their credit card, they can track its
location. Hence it will become very easy for customer to find the loosed credit card. Along with
this, if any of unauthorised person use the card, it will notify to the user through the message on
their registered mobile phone (Kang and et. al., 2020).
Competitive organisational environment
Organisational environment is classified into two types i.e. macro environment and micro
environment. These environment can be analysed by applying the tools i.e. PESTLE and SWOT.
Below mentioned are the application of marketing tools in the context of sainsbury:
PEST Analysis:
PEST stands for Political, Economical, Social and Technological factors which are
effecting the operations of business organisation. PESTLE analysis of Sainsbury is as follow:
Political Factors
2
help of talent, diversity and creativity of the employees of organisation so that they can provide
the best services to their customers.
Objective of Sainsbury:
Their aim is to retain the customers and fulfilling all the needs and demand of customers
so that they are not required to go somewhere else for satisfying any other need. They focus on
developing the effective marketing strategies so that they can know about the needs and demands
of customers. Along with this, they want to earn huge amount of profit by making their
supermarket different from their competitors (Gursoy, D., 2018).
About the selected product:
Sainsbury is also performing financial activities as the Sainsbury group also have bank
under them which are operating in all around the United Kingdom. They are providing the
several services over there such as loans, credit cards, insurance, savings, transfer money and
many more. Credit card is the chosen service for this report. It refers to a thin rectangular shaped
plastic piece which is issued by the banks or financial institution. With the help of this card,
customers can borrow funds from a pre-approved limit to pay the purchases of the customers up
to a limit which is decided by the institution.
They can perform the innovation by adding a chip in the credit card which the customers
can connect them with their mobile phone. If the customer lost their credit card, they can track its
location. Hence it will become very easy for customer to find the loosed credit card. Along with
this, if any of unauthorised person use the card, it will notify to the user through the message on
their registered mobile phone (Kang and et. al., 2020).
Competitive organisational environment
Organisational environment is classified into two types i.e. macro environment and micro
environment. These environment can be analysed by applying the tools i.e. PESTLE and SWOT.
Below mentioned are the application of marketing tools in the context of sainsbury:
PEST Analysis:
PEST stands for Political, Economical, Social and Technological factors which are
effecting the operations of business organisation. PESTLE analysis of Sainsbury is as follow:
Political Factors
2

Brexit: One of the main political factor which is currently affecting the business
operations of Sainsbury is Brexit. It refers to the separation of England and European
Union. This action result in the increase in the prices of products. As a result, sainsbury
lost a large number of customers as the consumer shifted to their competitors because of
their cheaper prices. At present, its not possible to measure the accurate result of Brexit
but it is expected to lead to adverse conditions for the brand.
Relation with Qatar: Another political factor which effect the operations of sainsbury is
the relationship between Qatar and England. One of the largest shareholder of sainsbury
is the Sovereign Wealth Fund of Qatar (Gotteland and et. al., 2020). Any type of political
disputes among the two countries result in the drop in its market share. It can be defined
as the situation which can also effected by Brexit.
Economical factors Rising cost of fuel: Sainsbury use transport for the purpose of shipping their products
across the United Kingdom. It state that change in the prices of petrol and diesel directly
effect the product pricing of organisation. Also it has been found that the supply of fossil
fuels is decreasing day by day which leads to the increase in the prices of fuels. Spending
more at the transport result in the earning of less profit as the prices of products become
high.
Ferocious Competition: It has been found that there are lots of popular supermarket
chains available in the United Kingdom such as Alsi, Tesco, Asda, Morisons, Lidl and
many more. The availability of high competition in the market, do not allow Sainsbury
to earn huge amounts of profit. They are required to work on the continuous innovation
but they are not allowed to earn high profits.
Social Factors Healthy eating: From a recent research, it has been found that the people are shifting
towards the healthy food items. Junk food is no longer in fashion and its place has been
taken by the body conscious salads, snacks and shakes and many more. Sainsbury have to
make the food menu according to the demand of customers (Lepkowska-White and et.
al., 2019).
3
operations of Sainsbury is Brexit. It refers to the separation of England and European
Union. This action result in the increase in the prices of products. As a result, sainsbury
lost a large number of customers as the consumer shifted to their competitors because of
their cheaper prices. At present, its not possible to measure the accurate result of Brexit
but it is expected to lead to adverse conditions for the brand.
Relation with Qatar: Another political factor which effect the operations of sainsbury is
the relationship between Qatar and England. One of the largest shareholder of sainsbury
is the Sovereign Wealth Fund of Qatar (Gotteland and et. al., 2020). Any type of political
disputes among the two countries result in the drop in its market share. It can be defined
as the situation which can also effected by Brexit.
Economical factors Rising cost of fuel: Sainsbury use transport for the purpose of shipping their products
across the United Kingdom. It state that change in the prices of petrol and diesel directly
effect the product pricing of organisation. Also it has been found that the supply of fossil
fuels is decreasing day by day which leads to the increase in the prices of fuels. Spending
more at the transport result in the earning of less profit as the prices of products become
high.
Ferocious Competition: It has been found that there are lots of popular supermarket
chains available in the United Kingdom such as Alsi, Tesco, Asda, Morisons, Lidl and
many more. The availability of high competition in the market, do not allow Sainsbury
to earn huge amounts of profit. They are required to work on the continuous innovation
but they are not allowed to earn high profits.
Social Factors Healthy eating: From a recent research, it has been found that the people are shifting
towards the healthy food items. Junk food is no longer in fashion and its place has been
taken by the body conscious salads, snacks and shakes and many more. Sainsbury have to
make the food menu according to the demand of customers (Lepkowska-White and et.
al., 2019).
3
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Fair trade Movement: Change in the customer behaviour results that Sainsbury have to
serve the fair trade movement. It result in the increase in the prices of vegetables, grains
and other products of farms but it means to support the farmers instead of earning profit.
Technological factor
Online shopping: Sainsbury has introduce the concept of online shopping under which
the customers can order the groceries from their home. They introduce a mobile
application which accept the orders online from the comfort of the customers.
New Analytics: Adoption of new and advance analytics such as artificial Intelligence
and Big data help the organisation in performing the business operations all over the
world in an effective and efficient manner (Deepak and et. al., 2019).
SWOT Analysis
SWOT stands for Strengths, Weakness, Opportunities and Threats. It helps the
organisation in analysing the factors of micro environment. Below mentioned is the SWOT
analysis in the context of Sainsbury:
Strengths Own label products: Out of more than 30000 products of different categories, Sainsbury
is selling almost 40% of products of under its label. The investors of organisation trust
the company because of there higher presence in the stock market.
High skilled employees: By conducting training and development programs on time,
Sainsbury has successfully create the team of higher skilled employees at their work
place. They are constantly investing in the traini9ng and development programs in order
to developing the skills of their employees which help the organisation in achieving the
desired goals and objectives (Logemann and et. al., 2019).
Weakness High attrition in the workforce: It has been found that the Sainsbury has a high rate of
attrition as compare to the other organisations. They are required to invest more in
training and development of their employees as compared to their competitors.
Raising Prices: An atmosphere of economic uncertainty is caused because of COVID-19.
It result in the increase in the cost, hence the organisation have no option except
increasing the prices of their products.
Opportunities
4
serve the fair trade movement. It result in the increase in the prices of vegetables, grains
and other products of farms but it means to support the farmers instead of earning profit.
Technological factor
Online shopping: Sainsbury has introduce the concept of online shopping under which
the customers can order the groceries from their home. They introduce a mobile
application which accept the orders online from the comfort of the customers.
New Analytics: Adoption of new and advance analytics such as artificial Intelligence
and Big data help the organisation in performing the business operations all over the
world in an effective and efficient manner (Deepak and et. al., 2019).
SWOT Analysis
SWOT stands for Strengths, Weakness, Opportunities and Threats. It helps the
organisation in analysing the factors of micro environment. Below mentioned is the SWOT
analysis in the context of Sainsbury:
Strengths Own label products: Out of more than 30000 products of different categories, Sainsbury
is selling almost 40% of products of under its label. The investors of organisation trust
the company because of there higher presence in the stock market.
High skilled employees: By conducting training and development programs on time,
Sainsbury has successfully create the team of higher skilled employees at their work
place. They are constantly investing in the traini9ng and development programs in order
to developing the skills of their employees which help the organisation in achieving the
desired goals and objectives (Logemann and et. al., 2019).
Weakness High attrition in the workforce: It has been found that the Sainsbury has a high rate of
attrition as compare to the other organisations. They are required to invest more in
training and development of their employees as compared to their competitors.
Raising Prices: An atmosphere of economic uncertainty is caused because of COVID-19.
It result in the increase in the cost, hence the organisation have no option except
increasing the prices of their products.
Opportunities
4
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24 hours services: Sainsbury have opportunity to serve their customers by 24 hours in a
day and 7 days in a week. They can use the self check out technology for increasing their
sales.
Digital Patrons Channel: Sainsbury can earn higher revenue with the help of strong
presence of company on social platform. Digital presence of organisation result in the
attraction of customers towards the organisation.
Threats Pandemic: Due to lock down and COVID-19 pandemic, Sainsbury has ended many of
their stores in the UK market. At the situation of post pandemic, purchasing power of
common people has decreased (Chin 2018).
Competitors: Available of several companies in the same industry are consider as the
threat of Sainsbury such as Asda, Tesco, Alsi and many more.
Marketing Mix of Sainsbury
The framework of marketing mix include the 7Ps (Product, place, price, promotion,
process, people and physical evidence). It is necessary for organisation to perform marketing mix
for the purpose of developing effective marketing strategies related to the product innovation,
promotion planning, pricing approach and many more. Below mentioned is the explaination of
7Ps of marketing mix: product: It refers to the products or services in which an organisation is dealing.
Sainsbury is offering a lots of products and services to their customers from several
industries such as food products, financial services, clothing, home products and many
more. Sainsbury bank is providing a lots of services as well which include loans, credit
card, savings, insurance, transfer of money, fix deposit and many more. In simple
words, it can be said that bank is providing all the basic services to the customers. Price: It refers to the amount which is paid by the customers in the exchange of
products and services taken by them. Basically Sainsbury is focusing on providing the
customers the value of money and thus the quality of products and services ensuring the
retention of customers (Luu and et. al., 2018). Sainsbury is following competitive
pricing policy. They are deciding the prices of their services according to their
positioning. It has been found that the range of basic and kids products are priced as
5
day and 7 days in a week. They can use the self check out technology for increasing their
sales.
Digital Patrons Channel: Sainsbury can earn higher revenue with the help of strong
presence of company on social platform. Digital presence of organisation result in the
attraction of customers towards the organisation.
Threats Pandemic: Due to lock down and COVID-19 pandemic, Sainsbury has ended many of
their stores in the UK market. At the situation of post pandemic, purchasing power of
common people has decreased (Chin 2018).
Competitors: Available of several companies in the same industry are consider as the
threat of Sainsbury such as Asda, Tesco, Alsi and many more.
Marketing Mix of Sainsbury
The framework of marketing mix include the 7Ps (Product, place, price, promotion,
process, people and physical evidence). It is necessary for organisation to perform marketing mix
for the purpose of developing effective marketing strategies related to the product innovation,
promotion planning, pricing approach and many more. Below mentioned is the explaination of
7Ps of marketing mix: product: It refers to the products or services in which an organisation is dealing.
Sainsbury is offering a lots of products and services to their customers from several
industries such as food products, financial services, clothing, home products and many
more. Sainsbury bank is providing a lots of services as well which include loans, credit
card, savings, insurance, transfer of money, fix deposit and many more. In simple
words, it can be said that bank is providing all the basic services to the customers. Price: It refers to the amount which is paid by the customers in the exchange of
products and services taken by them. Basically Sainsbury is focusing on providing the
customers the value of money and thus the quality of products and services ensuring the
retention of customers (Luu and et. al., 2018). Sainsbury is following competitive
pricing policy. They are deciding the prices of their services according to their
positioning. It has been found that the range of basic and kids products are priced as
5

very low and they are of excellent5 quality. Hence, they provide value of money to the
customers. Place: It refers to the location, where the Sainsbury is performing business operations.
They have more than 700 stores all over the UK. They are providing products and
services online as well and many of their stores are running 24*7. Along with this, they
are providing their financial services through the banks which are available at several
locations in UK in addition to the online website. Promotion: t can be defined as the ways through which they can reach to the customers.
Sainsbury is doing promotion of their products and services by advertisement with the
involvement of David Beckham's celebrity. Currently they are using the slogan of “Live
well for Less” for their promotional campaigns. Along with this, they are creating
customer loyalty by issuing the Nectar reward Card which help the customers in gaining
some extra points on every purchase which they can redeem on their next purchase (Yu
and et. al., 2020). People: It has been found that the employees or workforce of Sainsbury are highly
skilled and experienced. Several of well trained experts and professionals are working
with them (Brown and et. al., 2019). They are constantly analysing the behaviour of
customers. Along with this, the management is also providing training to their newly
joined employees so that they can satisfy the needs and demands of customers and
achieve the organisational goals and objectives. Process: Sainsbury has develop the online shopping for their customers very convenient
with its click and collect service where the groceries get rolled out almost
instantaneously. Along with this, they also bring changes in their pricing and allocation
of delivery slots which has raised the order number and has instilled loyalty of
customers. Sainsbury is working on the new formats of their stores for the purpose of
addressing the changing needs of customers and its thoughtfully selecting the locations
for their new stores.
Physical Evidences: Sainsbury has several stores and layout where they provide the
products and services to their customers. Banks are also consider as the physical
element of Sainsbury as they are providing financial services to their customers. Along
with this, they are also providing the services online (Mitchell, T.A., 2020).
6
customers. Place: It refers to the location, where the Sainsbury is performing business operations.
They have more than 700 stores all over the UK. They are providing products and
services online as well and many of their stores are running 24*7. Along with this, they
are providing their financial services through the banks which are available at several
locations in UK in addition to the online website. Promotion: t can be defined as the ways through which they can reach to the customers.
Sainsbury is doing promotion of their products and services by advertisement with the
involvement of David Beckham's celebrity. Currently they are using the slogan of “Live
well for Less” for their promotional campaigns. Along with this, they are creating
customer loyalty by issuing the Nectar reward Card which help the customers in gaining
some extra points on every purchase which they can redeem on their next purchase (Yu
and et. al., 2020). People: It has been found that the employees or workforce of Sainsbury are highly
skilled and experienced. Several of well trained experts and professionals are working
with them (Brown and et. al., 2019). They are constantly analysing the behaviour of
customers. Along with this, the management is also providing training to their newly
joined employees so that they can satisfy the needs and demands of customers and
achieve the organisational goals and objectives. Process: Sainsbury has develop the online shopping for their customers very convenient
with its click and collect service where the groceries get rolled out almost
instantaneously. Along with this, they also bring changes in their pricing and allocation
of delivery slots which has raised the order number and has instilled loyalty of
customers. Sainsbury is working on the new formats of their stores for the purpose of
addressing the changing needs of customers and its thoughtfully selecting the locations
for their new stores.
Physical Evidences: Sainsbury has several stores and layout where they provide the
products and services to their customers. Banks are also consider as the physical
element of Sainsbury as they are providing financial services to their customers. Along
with this, they are also providing the services online (Mitchell, T.A., 2020).
6
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Recommendations
Sainsbury is following best strategies through the use of marketing mix but it can be
improve which result in generation of higher revenue. They are suggested to follow innovative
approach and introduce new products. Sainsbury is introducing a type of credit card which has a
chip which perform the function of GPS and track the card. They are suggested to keep prices
low because of high competition in the market. By keeping less prices, they can attract the
customers towards the organisation. Sainsbury is providing their services only in UK. Hence,
they are suggested to expand their business in different countries as it will help the organisation
in earning more profit. In addition to this, the Sainsbury is recommanded to use several of social
media platforms for the purpose of doing promotion of their products and services. Strong
presence of organisation on social media platforms influence the customers to buy their products
and services.
Improving the branding and enhancing the image and reputation of the product or service
Below mentioned are the several ways which improve the brand and enhancing the image
and reputation of the product and services: Strong digital presence: It has been found that the people who want to know more about
something,m they always prefer to search the organisation on social media and google.
The page of Sainsbury on social media implies the first impression of the organisation.
Along with this, it is also necessary to have a good and effective website of organisation. Value the employees and establish a healthy company structure: Social media is
become an important part of life. In order to building the reputation of organisation, their
employees has a vital role. Each and every organisation have power to influence their
employees towards the organisation. Sainsbury can enhance the brand image and
reputation by providing a good healthy and hygiene environment to their employees.
Along with this, it is necessary to value their employees as they are the important part of
organisation (Müller and et. al., 2018).
Implicity express the values of organisation: Popular social movements that stand for
anti-racism, feminism, LGBTQ+ rights have become so significant that it has become
difficult for even large organisations to ignore. Sainsbury is required to select any of
movement which is related to the values and principles of organisation. It is well known
7
Sainsbury is following best strategies through the use of marketing mix but it can be
improve which result in generation of higher revenue. They are suggested to follow innovative
approach and introduce new products. Sainsbury is introducing a type of credit card which has a
chip which perform the function of GPS and track the card. They are suggested to keep prices
low because of high competition in the market. By keeping less prices, they can attract the
customers towards the organisation. Sainsbury is providing their services only in UK. Hence,
they are suggested to expand their business in different countries as it will help the organisation
in earning more profit. In addition to this, the Sainsbury is recommanded to use several of social
media platforms for the purpose of doing promotion of their products and services. Strong
presence of organisation on social media platforms influence the customers to buy their products
and services.
Improving the branding and enhancing the image and reputation of the product or service
Below mentioned are the several ways which improve the brand and enhancing the image
and reputation of the product and services: Strong digital presence: It has been found that the people who want to know more about
something,m they always prefer to search the organisation on social media and google.
The page of Sainsbury on social media implies the first impression of the organisation.
Along with this, it is also necessary to have a good and effective website of organisation. Value the employees and establish a healthy company structure: Social media is
become an important part of life. In order to building the reputation of organisation, their
employees has a vital role. Each and every organisation have power to influence their
employees towards the organisation. Sainsbury can enhance the brand image and
reputation by providing a good healthy and hygiene environment to their employees.
Along with this, it is necessary to value their employees as they are the important part of
organisation (Müller and et. al., 2018).
Implicity express the values of organisation: Popular social movements that stand for
anti-racism, feminism, LGBTQ+ rights have become so significant that it has become
difficult for even large organisations to ignore. Sainsbury is required to select any of
movement which is related to the values and principles of organisation. It is well known
7
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that actions speak loud more than words. The company can express its value to the world
instead of just conveying the values and mission on the webpage of company.
Focus on creating high quality products or services: Another best way growing the
reputation of organisation is to bring the values of the customers towards the
organisation. It is necessary for organisation to make understandable the qualities of
products and services offered by them. By providing the quality products and services,
they can enhance the reputation for their brand.
Sainsbury is providing a lots of products and services. They are covering all the areas by
providing general products, clothing, food products, financial services and many more. It's
positive impact can be seen on the customers as they found all their needy products and services
at a single place. So they are not required to go somewhere else for the purpose of satisfying the
needs and demand of their customers (Wang, W.Y.C. and Wang, Y., 2020).
CONCLUSION
From the above report, it has been concluded that the macro and micro business
environment is influencing the business operations of Sainsbury. The management of Sainsbury
is required to perform the PESTLE and SWOT analysis so that they can know about the
challenges and opportunities which are available in the market and prepare themselves for
further opportunities and threats. The service of credit card has been selected for the revamping.
Competitive environment of organisation include the above mentioned tools i.e. SWOT and
PESTLE. Marketing mix is the another tool of marketing as it help the organisation in making
the effective decisions regarding the product and their marketing strategies. It is necessary for the
organisation to analyse the elements of marketing mix as it help them in making and developing
the affective marketing strategies which leads to the generation of higher revenue. Some of
recommendations are also provided for the purpose of improving the marketing mix of
Sainsbury. In addition to this, several of methods have been analysed through which the
organisation can improve the branding and enhance the image & reputation of the service along
with the impact of positioning of the brand.
8
instead of just conveying the values and mission on the webpage of company.
Focus on creating high quality products or services: Another best way growing the
reputation of organisation is to bring the values of the customers towards the
organisation. It is necessary for organisation to make understandable the qualities of
products and services offered by them. By providing the quality products and services,
they can enhance the reputation for their brand.
Sainsbury is providing a lots of products and services. They are covering all the areas by
providing general products, clothing, food products, financial services and many more. It's
positive impact can be seen on the customers as they found all their needy products and services
at a single place. So they are not required to go somewhere else for the purpose of satisfying the
needs and demand of their customers (Wang, W.Y.C. and Wang, Y., 2020).
CONCLUSION
From the above report, it has been concluded that the macro and micro business
environment is influencing the business operations of Sainsbury. The management of Sainsbury
is required to perform the PESTLE and SWOT analysis so that they can know about the
challenges and opportunities which are available in the market and prepare themselves for
further opportunities and threats. The service of credit card has been selected for the revamping.
Competitive environment of organisation include the above mentioned tools i.e. SWOT and
PESTLE. Marketing mix is the another tool of marketing as it help the organisation in making
the effective decisions regarding the product and their marketing strategies. It is necessary for the
organisation to analyse the elements of marketing mix as it help them in making and developing
the affective marketing strategies which leads to the generation of higher revenue. Some of
recommendations are also provided for the purpose of improving the marketing mix of
Sainsbury. In addition to this, several of methods have been analysed through which the
organisation can improve the branding and enhance the image & reputation of the service along
with the impact of positioning of the brand.
8

REFERENCES
Books and Journals
Brown, J.R., Crosno, J.L. and Tong, P.Y., 2019. Is the theory of trust and commitment in
marketing relationships incomplete?. Industrial Marketing Management, 77, pp.155-
169.
Chin, J.H. and Mansori, S., 2018. Social marketing and public health: A literature
review. Journal of Marketing Management and Consumer Behavior, 2(2).
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Gotteland, D., Shock, J. and Sarin, S., 2020. Strategic orientations, marketing proactivity and
firm market performance. Industrial Marketing Management, 91, pp.610-620.
Gursoy, D., 2018. Future of hospitality marketing and management research. Tourism
Management Perspectives, 25, pp.185-188.
Hüttner, M., 2018. Marketing-Management: allgemein-sektoral-international. Walter de Gruyter
GmbH & Co KG.
Kang, J., Diao, Z. and Zanini, M.T., 2020. Business-to-business marketing responses to COVID-
19 crisis: a business process perspective. Marketing Intelligence & Planning.
Lepkowska-White, E., Parsons, A. and Berg, W., 2019. Social media marketing management: an
application to small restaurants in the US. International Journal of Culture, Tourism
and Hospitality Research.
Logemann, J., Cross, G. and Köhler, I., 2019. Beyond the Mad Men: Consumer Engineering and
the Rise of Marketing Management, 1920s–1970s. In Consumer Engineering, 1920s–
1970s (pp. 1-17). Palgrave Macmillan, Cham.
Luu, N., Ngo, L.V. and Cadeaux, J., 2018. Value synergy and value asymmetry in relationship
marketing programs. Industrial Marketing Management, 68, pp.165-176.
Mitchell, T.A., 2020. Critical Race Theory (CRT) and colourism: a manifestation of
whitewashing in marketing communications?. Journal of Marketing
Management, 36(13-14), pp.1366-1389.
Müller, J.M., Pommeranz, B., Weisser, J. and Voigt, K.I., 2018. Digital, Social Media, and
Mobile Marketing in industrial buying: Still in need of customer segmentation?
Empirical evidence from Poland and Germany. Industrial Marketing Management, 73,
pp.70-83.
Wang, W.Y.C. and Wang, Y., 2020. Analytics in the era of big data: the digital transformations
and value creation in industrial marketing.
Yu, C., Zhang, Z., Lin, C. and Wu, Y.J., 2020. Can data-driven precision marketing promote user
AD clicks? Evidence from advertising in WeChat moments. Industrial Marketing
Management, 90, pp.481-492.
9
Books and Journals
Brown, J.R., Crosno, J.L. and Tong, P.Y., 2019. Is the theory of trust and commitment in
marketing relationships incomplete?. Industrial Marketing Management, 77, pp.155-
169.
Chin, J.H. and Mansori, S., 2018. Social marketing and public health: A literature
review. Journal of Marketing Management and Consumer Behavior, 2(2).
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Gotteland, D., Shock, J. and Sarin, S., 2020. Strategic orientations, marketing proactivity and
firm market performance. Industrial Marketing Management, 91, pp.610-620.
Gursoy, D., 2018. Future of hospitality marketing and management research. Tourism
Management Perspectives, 25, pp.185-188.
Hüttner, M., 2018. Marketing-Management: allgemein-sektoral-international. Walter de Gruyter
GmbH & Co KG.
Kang, J., Diao, Z. and Zanini, M.T., 2020. Business-to-business marketing responses to COVID-
19 crisis: a business process perspective. Marketing Intelligence & Planning.
Lepkowska-White, E., Parsons, A. and Berg, W., 2019. Social media marketing management: an
application to small restaurants in the US. International Journal of Culture, Tourism
and Hospitality Research.
Logemann, J., Cross, G. and Köhler, I., 2019. Beyond the Mad Men: Consumer Engineering and
the Rise of Marketing Management, 1920s–1970s. In Consumer Engineering, 1920s–
1970s (pp. 1-17). Palgrave Macmillan, Cham.
Luu, N., Ngo, L.V. and Cadeaux, J., 2018. Value synergy and value asymmetry in relationship
marketing programs. Industrial Marketing Management, 68, pp.165-176.
Mitchell, T.A., 2020. Critical Race Theory (CRT) and colourism: a manifestation of
whitewashing in marketing communications?. Journal of Marketing
Management, 36(13-14), pp.1366-1389.
Müller, J.M., Pommeranz, B., Weisser, J. and Voigt, K.I., 2018. Digital, Social Media, and
Mobile Marketing in industrial buying: Still in need of customer segmentation?
Empirical evidence from Poland and Germany. Industrial Marketing Management, 73,
pp.70-83.
Wang, W.Y.C. and Wang, Y., 2020. Analytics in the era of big data: the digital transformations
and value creation in industrial marketing.
Yu, C., Zhang, Z., Lin, C. and Wu, Y.J., 2020. Can data-driven precision marketing promote user
AD clicks? Evidence from advertising in WeChat moments. Industrial Marketing
Management, 90, pp.481-492.
9
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