Richmond University: Strategic Marketing Planning - Sainsbury's Report

This report provides a comprehensive analysis of Sainsbury's strategic marketing planning, focusing on its corporate and business strategies. It begins with an introduction outlining the scope of the report and the significance of strategic marketing planning. The main body delves into Sainsbury's corporate strategies, including its approach to gaining a competitive advantage and resource allocation. It then examines the company's business strategies, emphasizing how it aims to attract customers and achieve its business objectives. A historical overview of Sainsbury's is presented, detailing its mission and vision, its evolution from a partnership to a major retailer, and its adaptation to changing market conditions. The report also explores Sainsbury's corporate and business objectives, including its marketing mix (4Ps) and strategies for product innovation, customer experience, and marketing investment. The report concludes by summarizing the key findings and implications of the analysis.