Introduction to Business and Management: Sainsbury's Marketing Report

This report provides a comprehensive analysis of Sainsbury's marketing function within the context of business and management. It begins with an introduction to Sainsbury's, outlining its business operations and functions, particularly focusing on the marketing department's role in the organization. The main body of the report delves into the activities of the marketing function, including promotion, selling, product management, and information management. It then applies the Ansoff Matrix and Porter’s Five Forces model to evaluate Sainsbury's strategies for growth and competitive positioning, respectively. The report examines the effectiveness of Sainsbury's marketing efforts and concludes with recommendations for improvement. The report also includes a discussion of challenges faced by the company, particularly in data availability and international expansion. The report uses various marketing concepts to analyze Sainsbury’s business strategies and suggest areas for improvement.

Introduction to Business and
Management

TABLE OF CONTENTS
 INTRODUCTION
 Introduction to the business
 Function of the business
 MAIN BODY
 Explain the functions and activities of that function
 Demonstration of the function using the relevant model
 Effectiveness of the function in the selected business
 Questions
 Recommendations
 CONCLUSION
 REFERENCES

INTRODUCTION
 Sainsbury is the multinational company. It is having
headquarter at England.
 It deals with grocery, electronics, clothing, home products,
shoes, accessories etc.
 Its clothing section include clothes for women, Men and kids.
 The company is known for the quality products.
 Sainsbury is the established brand and is known worldwide

Function of the business
 Taking marketing function
 Marketing function is very important for every organisation. Without marketing
function organisation cannot even survive.
 Marketing department of Sainsbury is very efficient. They time to time make
different strategies to increase the customer base.
 It is the marketing department only which promote the business and helps to increase
the sales of products and services. Sales helps in increasing the profits and revenue.

Function of the business (Cont.)
 Marketing function is the function which is interlinked with every organisation
function. They help the finance team, research team, HR team etc.
 The marketing function of Sainsbury helps in the business development. They
help in generating the new sales and new sales are very necessary for the
growth of the business.
 In Sainsbury marketing function provide guidance to the customer service
function of how to provide good quality of services to the customers.

Explain the functions and activities of that
function
 marketing function is one of the important function and its activities are:
 promotion is the main activity of the marketing function. It helps in achieving the
marketing goals.
 Promotion helps in increasing the customer base, creating brand awareness and helps in
increasing the company’s profile. It also includes advertising and building public relations.
 Sainsbury carry their promotional activities through email marketing, content marketing
and social media marketing.

 Selling is the main function because it will bring profit in the organisation. Marketing team make
prospects which they have to target.
 Product management is done which means to design a product which can satisfy the needs of
the customers.
 Sainsbury do detail research so that they can know the demand and needs of the customers. For
this company do competitive analysis as well. They also take feedback from the customer which
help them in product management.
 Marketing information management is also one of the activity. Marketing team gather all the
information and make the database which is related to target customers, market trends,
competitors etc.
 If the marketing data is managed properly then only it can help in achieving the marketing
Explain the functions and activities of that
function (Cont.)

Demonstration of the function using the
relevant model
Ansoff matrix:
 Ansoff matrix is a technique which is used by the companies in the formation of strategies
for growth. It has four quadrants which are:
Market penetration:
 Market penetration strategy is used by Sainsbury so that they can increase their market
share. Under this the company want to sell their products in the existing market only.
 Marketing function uses their pricing activity under that they decrease the price of their
products so that they can attract new customers. Prices are also reduced to beat the
competitors. For doing this detail analysis of pricing of the competitors are done.
 For increasing the market share company increase the level of promotion and distribution
channels. Company is using social media platforms for the promotional activities.

Product development:
 Under this company develop the new product and sell that to the existing
market.
 It involves research and development to expand the products range of the
company.
 Sainsbury have knowledge that market trends are changing and now customer
want new and innovative products. More customer attracts towards the
innovative products.

Market development:
 Under this company sells the existing products in the new market.
 Sainsbury do market development for expanding their business. It means going into new region
and dealing with new customers.
 Marketing function do their promotion in the new market so that customer can come to know
about their company.
 New market will give new customers whose spending power also will be different. High
purchasing power will help the company in generating good profits.
Diversification:
 Diversification means when launching the new products in the new market.
 This strategy can be prove to be risky because both products and markets are new.

Porter’s five forces model:
This model was developed to analyse the profitability and the attractiveness of the
industry.
Competitive rivalry:
 It says that company should know their competition that how many competitors
they have, who they are and what type of products and services they are providing.
 Sainsbury marketing function beat their competition by doing marketing campaigns
and if possible do the price cuts as well.
 Company make sure that apart form good products their customers also get proper
customer service so that they do not go anywhere.

Supplier power:
 It means that how easily can the supplier of the company can increase the prices.
 Sainsbury should find out the number of suppliers they have, what quality or raw
material they provide and switching from the existing supplier to the new supplier is
easy or not.
 Marketing function help the organisation in finding the supplier who can provide cheap
raw materials because cost of raw material direct impact the profit.
Buyer power:
 It deals with power of buyer that how much they have the spending power.
 Company timely evaluate their number of buyers and their purchasing power.
 Marketing department target customer with high spending power because high
spending power will lead to higher revenue.