Marketing Report: Sainsbury's Marketing Mix and Strategic Analysis

This report provides a comprehensive analysis of Sainsbury's marketing strategies, focusing on its key roles and responsibilities within the organization. It delves into how the marketing function interacts with other departments like finance, production, and R&D. The report also examines the marketing mix, comparing Sainsbury's approach with that of competitors like Asda, considering elements such as product, price, place, and promotion. Furthermore, the report discusses the roles of marketing in a wider organizational context, including technological developments and competitive dynamics. The study concludes with an evaluation of the marketing plan, offering insights into how Sainsbury's can achieve its business objectives and maintain a competitive edge in the retail market.

Submission Front Sheet
Project Code:
Unit Title and Number: Marketing Essentials (Unit 2)

Table of Contents
INTRODUCTION...........................................................................................................................1
Key roles and responsibilities of the marketing function......................................................1
Roles and responsibilities of marketing which can relate with wider organisational context4
Compare ways in which organisation consider marketing mix with other competitor to
accomplish business objectives..............................................................................................5
Develop and evaluation of marketing plan.............................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is very important function which consist profitability and productivity in the
business to develop competitive advantages. In this context, several functions included to attract
large number of audience. For instance, customer, finance, human resource, production and
competition, included to deliver effective results (Baker, 2014).
Present study is based on Sainsbury, which is the second largest chain of supermarket in
UK. It is one of the most trusted retail brand in whole world, where several numbers of
customers are attracted (Sainsbury, 2018). Sustainability plan also develop by company that
impact positively on economy of the country.
For gaining insight information of the present study, report covers roles and
responsibilities of marketing functions of chosen enterprise. Furthermore, it includes marketing
mix elements which helps to compare different perspective and attain objectives to deal in
competitive manner. At last, marketing plan will be prepare that helps to gain more creative
results with business development.
Key roles and responsibilities of the marketing function
Marketing plays vital role in order to promote mission and vision of the enterprise. It
assists to reach towards prospects, customers, investors, etc. Functions of Sainsbury also tasked
with branding, public activities, advertising and customer interaction. Therefore, market research
conducted with strategically overseeing towards different functions.
Marketing functions:
1.Gathering and Analysing Market Information is to understand the customer what does he
want?,in what quantity?,on what price?,when and where do they want the product.
2.Marketing planning ,for example if you want to raise your market share by 15% you will need
am plan.
3.Product design and Development ,its very important to develop the product continuously and
the better the design the better are the sales.
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4.Standardisation and Grading is all about the product size,quality,design,weight,colour,raw
material,etc.
5.Packaging and Labelling are trying to comfort the product during the transit and storage and
provide all the info that you need for the product on to the label.
6.Customer service support is all about thehelp and needs of the customer regarding the product.
7.Price is one of the most important function and will be set thinking of cost of product,rate of
profit,competition,policy of the government etc.
8.Promotion is let the customers know of your product and encouraging them to buy your
product.
9.Transportation facility is needed for the product to reach the customer.
Key roles and responsibilities:
1.Internal. The internal of your company ,production,purchase,R&D,finance.
2.Micro environment, such as what, where, when,, who and how.
3.Macro environment, such as political, economic, social, technological, legal, environmental.
Roles of marketing functions with other department
Marketing department and finance department: For finance department, the chosen company
consider marketing functions to allocate appropriate budget as per planning. Therefore, it assists
to focus on goals and objectives that are accomplished through ascertained desired level of
results. It includes defining about company and their actions to run regular functions and
operations (Kumar, 2015). It defines experience towards customers and partners when they are
interacted with Sainsbury. With this regard, the chosen business can develop their effectiveness
with concentration on appropriate working in systematic manner.
Marketing department and production department: With production department, marketing
department liaise with true production manager with passing appropriate information that is
needed for product adaption and improvement in features. As a result, benefits and design
successfully develop in market for production department of Sainsbury. Marketing proactively
identifies about products and services to focus on course of sales cycle. It assists to produce
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materials and communications in the chosen business to take marketing initiatives. With the help
of this perspective, desired level results will be gained successfully (Saeidi and et.al., 2015).
Marketing department and research and development: In this consideration, it can be stated that
marketing department also helps to consider research and development regarding market needs
and requirements. Therefore, it helps to focus on appropriate functioning that ascertained desired
results at workplace. Marketing department create material that describes and promote core
products and services in the market. Therefore, they kept up to date information with products
and services evolve. It helps to increase desired level efficiency to promote effectiveness of
Sainsbury.
Marketing department and logistic department: In this consideration, in Sainsbury marketing
department perform several functions and operations with maintaining relationship with logistic
department. In this consideration, monitoring required on level of demand and supply of goods
and services.
Marketing department and human resource department: In a relative sense, both functions
complement each other . Marketing is Branding to a larger audience to efect Sales while Human
Resource is handling and engaging with the current employees adding brand value to an
organization making a gateway for prospective employees to enter.
Responsibilities of marketing functions
Listening about customer needs: In order to establish marketing strategy, it is important to get
closer with clients and listen their order. With this regard, Sainsbury able to accomplish their
customer’s needs and requirements. There are internal channels created to conduct surveys and
capture information of sales team (Johnson and et. al., 2017). Furthermore, social network also
created to increase better understanding and convert into customers.
Track trends and monitor competition: It is important to know position of the company for
market and their competition. In this context, the best performances develop to identify mistakes
and avoid it into falling them. As a result, it can be stated that Sainsbury will be able to develop
more systematic work with brand representation (Pitts and et. al., 2016). In addition to this, the
chosen business will be able to communicate several benefits in different department.
Coordinate efforts with marketing partners: In the business marketing, there are several
contributors, designers, journalists, etc. that take part to align objectives of the company. In the
department, coordination is main responsibility to deal and increase competitive advantages. It
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helps to attain overall goals and objectives to attain creativity (Wirtz, Tuzovic and G.
Kuppelwieser, 2014).
Roles and responsibilities of marketing which can relate with wider organisational context
In the selected business, there are different roles and responsibilities of the marketing that
develops continuously which can be applied in wider organisational context. They are as follows:
Roles of marketing with organisational context
Marketing innovations and technical changes: Marketing innovations and technical changes in
Sainsbury develop at increasing rate in the field of FMCG. There are several cases considered as
per changing technology so that the organisation make changes as per customers' demand and
requirements (Loo and Leung, 2018). This is because, innovation and technical changes helps to
deal ahead with competition.
Deal with new competition with upcoming direction: New competition occurs from all
direction. Therefore, in context of global competitors, it is easy to grow more sales in new
market. This is because, Sainsbury deals as per latest market trends and customer’s demands so
that it would be beneficial to create new direction. From online competitors, it is seeking in cost
efficient ways that expanded distribution (Khan, 2014). From the private label and store brand
designed, low price alternatives leveraging for development of international transport and
communication system. In new packaging style, it can be done in systematic manner. Certain
policies are also adopted in the chosen business to promote society benefits at large
consideration. Sainsbury prepare themselves to deal with new competition and upcoming
direction, which would be beneficial to grow desired level results at workplace.
Determines multiplier and effective functions: Marketing also play important role to consider
effective engine of economic development. In this regard, mobilises the latest latent economic
energy which assists to create small enterprise operations. It assists to develop standard of
products and services which would be beneficial to integrate economic functions (Sjödin, Parida
and Wincent, 2016). Proper distribution of the product determines in multiplier consideration so
that products and services will be deliver with appropriate distribution of marketing activities. In
the business, there are several functions develop by Sainsbury to constitute striving by the
enterprise. It assists to generate increased sales and develop efficiency with cash flow
management (Chand, 2018).
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Technological development: Another most important function of the organisation is to deal with
the latest competition existence that create results in loss of markets. Market is more efficient
when price of goods and services helps to attract exactly as per demand and requirements of
customers. Marketing function in the market also adjust as per price that accommodate
fluctuation to accomplish efficiency. Economic system in which goods and services exchanged is
also known as market economy (Jarzabkowski and Kaplan, 2015). In Sainsbury, marketing
functions are performed with using advance tools and techniques. It assists to generate customer
satisfaction and long run operations for public welfare.
Compare ways in which organisation consider marketing mix with other competitor to
accomplish business objectives
Marketing mix of Sainsbury is determined with 7 P’s which includes and helps to explain
effective marketing strategy. Hence, it contains effective results within the organisation and use
different strategies to develop effective functioning. Apart from this, in this regard, following
marketing mix can be considered successfully in the enterprise:
Basis Sainsbury Asda
Product Sainsbury offers wide range of
products and services with focusing
on innovation and quality
management. It also assists to look
towards new products that increase
existing range of goods. In this
supermarket has 2 stores such as
online and offline where they
provide fruits, vegetables, fish and
meat, fashion, beauty care, etc.
(Chetty, Ojala and Leppäaho, 2015).
Along with this, the company also
Apart from Sainsbury, Asda also
deals in retail sector operations
where different elements consider to
focus on appropriate distribution
strategy. It is one of the leading retail
chain in the world. There are several
ranges of services promoted with
unique and varied perspective. They
promote functions and operations
with more than 600 stores in all over
the world. They consider retail
selling and online space to deliver
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deals in laundry, cleaning products,
household essentials that assists to
meet with desired level efficiencies.
several products in large number of
audience (Muller, 2017).
Price By the end of 2017, the company
earned £26.224 billion. Therefore,
company targeted households and
families to offer shopping online and
offline to target their customers.
They offer value for money and it
kept different kinds of pricing set
towards products (Ofosu, 2016). As a
result, customer retention also tries
to maintain quality and services.
With the help of price cutting
strategy, product positioning also
successfully developed in the whole
market. Along with this, company
also faces issue of high competition
so that competitive pricing policy
adopted to set rival brands
(Sainsbury's Marketing Mix (4Ps)
Strategy, 2018). Hence, it is
important to maintain reasonable and
implement affordable price to attract
maximum number of customers.
The company has wide portfolio with
low price strategy so that huge
volume of products sold by Asda. In
order to understand about pricing, it
can be stated that on special
occasions such as Christmas,
Halloween, end seasons, etc. (Tanner
and Raymond, 2015). The chosen
company provides appropriate
pricing strategy to make effective
promotion with incredible value for
money that offers by Asda. In the
marketing mix of this element, it
assists to develop more desired work
in systematic manner.
Place The chosen company operate in
different areas of the world.
Therefore, it contains as largest
grocery retailer in UK. Since 1980,
they incorporated functions on their
Asda consider presence in different
places. This is because, simple and
fresh approach to store format
consider in successful way. As a
result, niche store technique consider
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own fuel and convenience. There are
different levels of operations
continuously developed which
converted into certain convenience
shops (Weinstein and Winston,
2016). They mainly focus on online
method for internet shopping. As a
result, customers can easily choose
their products online by phone and
orders easily applicable over it.
Websites are also offers food token,
gifts vouchers, cards, etc. All these
elements redeemed at any outlet of
Sainsbury.
greater profitability in long term
approach (Endsley, 2016). Therefore,
Asda do not believe to consider
locals tore techniques. With the help
of plan over 100 stores, it can be
stated that Asda deals in more than
90000 square feet. This is because,
non-food supermarket is slightly
smaller.
Promotion Sainsbury adopted strategies to
create marketing activities for their
products in consumer market.
Therefore, it builds successful brand
name with promotional activities
(Shank and Lyberger, 2014). There
are several tools used to increase
brand image so that the chosen
business recognises power of
sponsorship to deal as celebrity.
However, Asda consider operations
and functions to focus on different
types of discounts and schemes. As
promotion, customer demand and
requirements must be assess so that
pricing value increasing in successful
manner. It assists to meet with
consumers needs in more precisely.
It is associated with quality of
products and services.
People Furthermore, this element of
marketing mix consist good and well
trained experts with professional
who are fully aware with sensitivity
of consumer behaviour. In the
chosen enterprise, new employees
In the selected business, more than 1,
80,000 employees work to attract
maximum number of customers. This
strategy is employed in different
range and all round training of staff
to deal with high quality customer
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are always trained to satisfy
customer’s demand and
requirements. As a result, they are
able to accomplish organisational
goals. Skilled employees able to
work together with wide range of
skills and abilities.
services. They possess skills on
being friendly and assists to work
with high technical skills (Chetty,
Ojala and Leppäaho, 2015). Delivery
is main key of the Asda which
consider on time. Therefore, services
also successfully develop with
involvement of all people.
Physical evidence Sainsbury effectively dealing with
excellent strategy to market their
products and services. There are
different types of store design and
layouts to fulfil customer’s needs.
Excellent shopping experience also
develop successfully so that
customers' loyalty can be increase in
positive context. Along with this,
shopping also create convenience
towards customers which would be
beneficial to attain more
effectiveness in the business. As per
their effectiveness, customers
attracted with innovative and
attractive products and services.
As compare to this, Asda has
strength which lies in the market for
appropriate location and number of
several stores. It can be determines in
several numbers of store segment
which divided in different acquired
group (Johnson and et.al., 2017).
There are some merchandise in Asda
which create link to operate in
different products such as home-
wares, health and beauty products,
etc.
Process Sainsbury consist their operations
online so that customers can be
attracted with convenient and click &
collect services. There are groceries
which get rolled, which assists to
consider several operations to make
Asda consider original process only
for their retailer. As a result, in a
process, different types of brand also
successfully develop into insurance
business. In the supermarket and
super-chain department, substantial
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changes in pricing and allocation of
appropriate resources. As per
changes in price, the chosen business
also need to set new formats to
address changing needs with fruitful
results (Chetty, Ojala and Leppäaho,
2015). It helps to select new location
for new store.
market share also increases which
covers in Marketing mix of Asda
store.
Develop and evaluation of marketing plan
Covered in PPT
CONCLUSION
From the above report, it can be concluded that marketing consist several operations and
functions to make desired level results. With this regard, roles and responsibilities of marketing
functions has been explained that assist to meet desired level results in systematic manner.
Furthermore, it also summarised about marketing mix of Sainsbury and Asda which is beneficial
to develop more creative outcomes with comparison. At last, report articulated about marketing
plan of the chosen enterprise which would be beneficial to focus on the systematic work
performances.
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REFERENCES
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Sjödin, D. R., Parida, V. and Wincent, J., 2016. Value co-creation process of integrated product-
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Online
Chand, S., 2018. Marketing : Concept and Role of Marketing in a Business | Marketing
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<http://www.yourarticlelibrary.com/marketing/marketing-concept-and-role-of-
marketing-in-a-business-marketing-management/28737>.
Sainsbury. 2018. [Online] Available through: <https://www.about.sainsburys.co.uk/about-us/our-
vision>.
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