Strategic Analysis of Sainsbury's and Evaluation of Merger Strategy

This report provides a comprehensive strategic analysis of Sainsbury's, a major UK supermarket chain. It begins with an introduction to Sainsbury's and its market context, followed by an in-depth examination of the external environment using PESTLE analysis, identifying opportunities and threats. The industry analysis employs Porter's Five Forces and complementary analysis to assess industry attractiveness. The report then delves into Sainsbury's internal analysis, evaluating its organizational resources using the VRIO framework, analyzing its competitive advantage, and applying the resource-based view and value chain analysis. A SWOT analysis synthesizes the internal and external assessments. The report evaluates the Sainsbury-ASDA merger strategy using the SAF framework, offering a conclusion summarizing the key findings and strategic recommendations. The report includes various frameworks and models to analyze the case study, highlighting the key drivers of change, competitor analysis, and the strategic group within the hyper-competitive industry.

Running head: BUSINESS MANAGEMENT
Business Management
March 13
2019

BUSINESS MANAGEMENT 1
Table of Contents
Introduction................................................................................................................................3
About Case (Sainsbury).............................................................................................................3
External Environment Analysis.............................................................................................3
PESTLE Analysis...............................................................................................................3
Opportunities and Threats..................................................................................................5
Key Drivers of Change.......................................................................................................5
Industry Analysis...................................................................................................................6
Porter Five Force Frameworks...........................................................................................6
Complementors Analysis...................................................................................................7
Value Net...........................................................................................................................7
Market Segment.................................................................................................................8
Strategic Group..................................................................................................................8
Industry of Sainsbury.............................................................................................................9
Competitor Analysis and Blue Ocean....................................................................................9
Strategy Canvas..................................................................................................................9
Critical Success Factors.....................................................................................................9
Blue Ocean strategy.............................................................................................................10
Critical Factors can be used for Value Innovation...............................................................10
Red Ocean Vs Blue Ocean Strategy.................................................................................10
Factors Leading to Red Ocean.........................................................................................10
Strategic Customer...............................................................................................................11
Internal Analysis..................................................................................................................11
Organizational Resources of Sainsbury...........................................................................11
Competitive Advantage for Sainsbury.............................................................................12
Resource Based View..........................................................................................................13
Value Chain Analysis...........................................................................................................14
Primary Activities............................................................................................................16
Supporting Activities.......................................................................................................17
Benchmarking......................................................................................................................18
SWOT Analysis...................................................................................................................18
Strength............................................................................................................................18

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Weaknesses......................................................................................................................18
Opportunities....................................................................................................................18
Threats..............................................................................................................................19
TWOS Matrix.......................................................................................................................19
Dynamic Capabilities.......................................................................................................20
Evaluate the Strategy: Sainsbury ASDA Merger.................................................................20
Power/Interest Matrix.......................................................................................................20
SAF Framework...............................................................................................................21
Conclusion................................................................................................................................22
References................................................................................................................................23

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Introduction
Today’s business environment is unstable and regularly changing due to which owners of the
business are dealing with numerous challenges in creating suitable plans for the business,
specifically in developing nations having limited studies and knowledge related to the
organizational strategies (Saleem, 2015). Therefore, it is essential for the top managers as
well as entrepreneurs to evaluate the business environment to have effective and suitable
strategies (Ibrahim and Primiana, 2015). The purpose of this paper is to analyse the business
environment of Sainsbury and the strategies it uses to succeed in the market. The paper will
also analyse the industry in which Sainsbury is operating its business. Besides this, it will
evaluate the strategies used by the company with the help of SAF Framework.
About Case (Sainsbury)
Sainsbury is the second-biggest supermarket chain with a 16.9% share in the industry of
supermarkets of the United Kingdom. John Sainsbury established the company in 1869, with
a shop in London (Sainsbury, 2019a).
External Environment Analysis
PESTLE Analysis
Political Forces
The United Kingdom's political factors have a major influence on the Sainsbury's
performance. Presently, in the United Kingdom, the debts of the government and consumer
debts are high. This influence the attitudes of the consumer and therefore businesses deal
with great pressure (Bulmer and Quaglia, 2018).

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Economic Forces
After Britain exit from the European Union, the pound value went decreasing against the
dollar value of 31 years. With the food price inflation and the depressing wage growth in the
United Kingdom, numerous of the households became price conscious changing their habits
of shopping (Bulmer and Quaglia, 2018).
Social Forces
The economic factors are the main cause of the intense change in the shopping habits of
people that was majorly influenced the grocery industry of UK (Baiocchi, Minx and
Hubacek, 2010). Numerous of the shoppers in Britain are leaving their bulk weekly shopping
and in its place, they are spending their money on a different convenience store, particularly
the internet shopping and discounters.
Technological Forces
Sainsbury has established digital services such as click and collect services the time customer
place the order, online food shopping. The sales of online retailers have been increased over
80% and the number of orders increased around 20% during the year that has supported
Sainsbury to cope up with the quick changing behaviour of the customers (UK Fast, 2019).
Legal Forces
Government policies and rules have a direct influence on organization performance. For
instance, the rule related to establishing a new tax on the advertisement of fatty and highly
processed foods. In order to comply with government legislation, Sainsbury has modified its
products (Kolios and Read, 2013).
Environmental Forces
The environmental factors raise pressure on the organization to perform in a socially liable
way in order to maintain a safe environment. Sainsbury has organized different campaigns to

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promote recycling, reuse, reduce approach in order to manage waste, recycle products, and
packaging (Sainsbury, 2017b).
Opportunities and Threats
Opportunities
The demand for healthier and lower fat food is increasing in the market because they cause
cardiovascular diseases. Sainsbury is focusing on a broad product range, which contains low-
fat ingredients. For example, the company introduced 1% fat milk, which supports it is
gaining popularity in the market (Sainsbury, 2017).
Threats
The decision of Britain related to leaving the European Union, lead to numerous economic
political turmoils for the country. The value of pound decreased to its lowest value, which
reflects that customers are less willing to invest a high amount in numerous sectors (Bulmer
and Quaglia, 2018).
Key Drivers of Change
Social lifestyle
Lifestyle of the customers has now become a key notion for understating people and their
relationships with society. Active consumerism has become a resource for fashioning new as
well as maintaining old lifestyles not traditionally associated with ‘old age’ (Government
Office of Science, 2015). The altering perception of people towards fatty food products and
adopting healthy food products is changing the future of the society as well as retailers in the
United Kingdom.

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Industry Analysis
Porter Five Force Frameworks
Buyer’s Power
The customers of Sainsbury has a high power of bargaining due to the presence of a number
of other retailers in the market such as Tesco, Aldi, Morrisons, etc. that are providing the
same type of products at low cost (Statista, 2017).
Suppliers Power
Suppliers of the supermarket have low power of bargaining because of a number of suppliers
present in the retail industry hence temporary suppliers can be simply replaced with any other
supplier (Euro Monitor, 2018).
New Entrants Threat
The new entrant's threat is perceived to be low because the maximum of the market share that
is 69.8% is being covered by the big four supermarkets (Euro Monitor, 2018).
Substitute Product Threat
The substitute products threat in the retail industry is high for non-grocery and grocery
products. Because the potential substitutes of the food of Sainsbury can come from the
dealers of a different market that can provide drinks along with food to the consumers (The
Guardian, 2018).
Competitive Rivalry
Sainsbury is dealing with high competition from the key big retailers such as Asda,
Morrisons, and Tesco that offer the same type of products like electronics, clothing, food, etc.
at very low cost which eventually decreasing the switching cost for the customers (Euro
Monitor, 2018).

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Complementors Analysis
Complementary goods provide extra value to the consumers together in place of being apart
(Pettinger, 2017). Food products of Sainsbury can be complemented with the beverages as
both can be consumed with each other and give extra satisfaction to the customer.
Value Net
Source [(Walbrock Research, 2018)]
This image is talking about the net debts of the three main retails of the United Kingdom
market, which represents that all three companies are working towards improving their debts
and moving towards growth.

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Source [(Hammett, 2018)]
According to the above image, Sainsbury is majorly focusing towards creating value and
increasing quality of the products for the customers to increase their satisfaction level.
Market Segment
Sainsbury has segmented its market with the help of different variables for example, as per
geographic segmentation; it has opened its stores in almost all the cities of the United
Kingdom (Millar, 2016). As per demographic segmentation, it has divided its market based
on family life cycle, race, age, occupation, nationality, income, etc.
Strategic Group
In the United Kingdom supermarket industry, ASDA, Morrison, Sainsbury, and Tesco frame
the strategic group. Different businesses that create a strategic group are based on similar
characteristics (Euro Monitor, 2019). For instance, ASDA, Morrison, Sainsbury, and Tesco
possess their unique strategies in the market, but offer products at low rates to attract

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maximum number of customers. However, it could be noticed that Sainsbury is focused on
offering outstanding value to the customers. On the other side, ASDA is providing the lowest
price products among the other three retailers but closely chased by Morrisons and Tesco.
Industry of Sainsbury
Hyper Competition – Sainsbury, ASDA, Tesco, and Morrison are part of Hyper
Competition industry. Hyper Competition is the dynamic and rapid competition considered
by indefensible advantage (D'aveni, 2010).
Competitor Analysis and Blue Ocean
Strategy Canvas
Source [(Walbrock Research, 2018)]
Critical Success Factors
Environmental Factors
Sainsbury is committed to decreasing the environmental impact of their operations and
supporting consumers to live sustainably. The company is focused on cutting the carbon
emission from its operations and utilizing advanced technologies to increase energy
efficiency (Sainsbury, 2017b).

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Blue Ocean strategy
Blue Ocean Strategy offers the managers of the company a toolbox to make, recognize
uncontested space in the market in place of competing in the predominant market with
intense rivalry and reducing margins (Kim and Mauborgne, 2016).
Value Innovation as the Cornerstone - Value Innovation increases the emphasis of the
business on Innovation and Value. Sainsbury has to redefine the value proposition offered to
the existing consumers but has to make a new value proposition for its potential customers
because it can open a new uncovered market for the company. The Sainsbury and ASDA
merger will give a new direction of the company by targeting potential customers.
Critical Factors can be used for Value Innovation
Cost – Executives of Sainsbury can make use of value innovation in order to overcome
confines. With the help of Blue Ocean strategy, the managers of Sainsbury can follow low
cost and differentiation strategy concurrently.
Adoption – The time innovation is presented in isolation of the value then it could result in
low adoption no matter how important technological advance is.
Red Ocean Vs Blue Ocean Strategy
Red Ocean is the competitive environment where the boundaries of the industry are defined
and present and new businesses are putting their efforts to perform outstandingly by using
Value-Cost Trade-Off (Instaread, 2016).
Factors Leading to Red Ocean
Globalization has supported the company in opening the doors for international suppliers
from Taiwan, Turkey, China, Malaysia, and India (Steger, 2010). Besides this, a business can
compete in the market offering high price products like the United States.

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Strategic Customer
The strategic customer is the person on whom the strategy of the business is majorly
addressed. The strategic customer for Sainsbury is different retailers in the market (Payne and
Frow, 2013).
Internal Analysis
Organizational Resources of Sainsbury
VRIO Framework
Resources Value Rare Imitation Organization Competitive
Advantage
Synergy in
different
product
lines
Yes No Yes Yes Short-term
competitive
advantage
Leadership Yes Yes No Yes Long-term
Competitive
advantage
Using space
in the e-
commerce
segment
Yes No No No Sustainable
Competitive
Advantage
Customer
Community
Yes Yes No Yes Strong
Competitive
Advantage
Intellectual
Property
Yes Yes No Yes Strong
Competitive

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Rights Advantage
Pricing
Strategy
Yes No Yes Yes Temporary
Competitive
Advantage
Value – The valuable resources for Sainsbury are its product line, leadership, online business,
and pricing strategy that support it in attain short-term competitive advantage
Rare – The rare resources of Sainsbury are leadership skills, customers, and intellectual
property rights that support it in attaining strong competitive advantage in the market
(Sainsbury, 2017b).
Imitable – The resources of the company that is not be imitated by its competitors are
leadership skills, online services, and intellectual property rights (Sainsbury, 2017b). On the
other side, the resources that could be imitated are product line and pricing strategy that could
result in a temporary competitive advantage.
Organization – The resources that could are organized by the company are a product line,
leadership and the strategy of pricing.
Competitive Advantage for Sainsbury
Sainsbury is making use of environmentally friendly packaging such that it can reduce the
use of plastics.
Sainsbury has introduced a new range that is ‘taste the difference’ focused towards allowing
customers to feel like home and reducing their spending on the expensive takeaways.
Resource Based View
Resources Valuable Rare Inimitable Non- Competitive

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substitutable Advantage
Brand
Positioning
Yes No Yes No Temporary
Competitive
Advantage
Marketing
Expertise
Yes No Yes No Temporary
Competitive
Advantage
Opportunity
for Brand
extensions
Yes No Yes Yes Sustainable
Competitive
Advantage
Brand
Awareness
Yes Yes Yes Yes Sustainable
Competitive
Advantage
Channel
management
Yes No No No Temporary
Competitive
Advantage
Customer
Community
Yes Yes Yes Yes Sustainable
Competitive
Advantage
Distribution
and logistics
cost
competitivenes
s
Yes No No No Temporary
Competitive
Advantage

BUSINESS MANAGEMENT 14
Valuable – The resources that are valuable to the Sainsbury and can support in attaining
competitive advantage are human resources, operations management, marketing expertise,
and financial resources (Sainsbury, 2017b).
Rare – The rare resources of Sainsbury that could support it in attaining competitive
advantage are brand awareness and customers in the society. The company is known in the
market for offering quality services at a reasonable cost.
Inimitable – The resources that are not inimitable for the company are channel management
and distribution and logistics cost competitiveness (Sainsbury, 2017b)
Non-substitutable – The resources and products of the company that is non-substitutable
support it in attaining competitive advantage. Some of the non-substitutable resources for
Sainsbury are brand extension opportunity, brand awareness, and customers.
Value Chain Analysis
Support Activities
Firm Infrastructure
The infrastructure of the company is comprised of different managerial layers like
accounting department and quality monitoring department.
Human Resource Management
 Work force management
 Recruitment and Selection
 Motivating workforce
 Training of the workforce
Technology Development
Sainsbury is using improved and advanced technology in its job process.

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Procurement
Strategic approaches for eliminating wastage from the procedure and justifiable usage of the
resources
Primary Activities
Inbound
Logistics
 Sainsbury
does not have
manufacturin
g units but
have good
relations with
suppliers who
provide
products at
reasonable
prices.
 Company
owns
warehouses to
store the
products
delivered by
the suppliers
Operations
 Management
expertise
allows
offering
diversified
products in
the market.
 Frame
strategies to
attract
maximum
number of
customers
Outbound
Logistics
 Sainsbury
owns a
transportatio
n network
through
which it
supply its
products
from
warehouses
to physical
stores
Marketing and
sales
 Mass
marketing
advertiseme
nt are used
by the
company
like
television,
radio, and
social
media
Services
 Direct
assistance to
customer
 24*7 service
for customer
to resolve
issues
Primary Activities
Inbound Logistics
Sainsbury is not involved in the manufacturing of the products; it has a good relationship
with the suppliers that offer a different kind of commodities at a reasonable cost. The
company places the order of the products according to the need and it ensures that the
situations like stock out do not arrive in the business. Sainsbury receives finished products

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from its suppliers that are stored in the warehouses, and then they are delivered to retailers
and departmental stores (Sainsbury, 2018a).
Operations
As it is known that Sainsbury is not involved in the manufacturing procedure, therefore its
operations are diverse from other businesses in the market. The main operation of Sainsbury
based on which business is capable to offer differentiated services to the customers is
management expertise (Sainsbury, 2018a). It offers a superior opportunity to improve the
products quality that attracts consumers and permit to frame strategies according to their
requirement.
Outbound Logistics
Sainsbury offers a wide range of products to its customers in the market because of which it
has a number of warehouses in numerous regions. By having a number of warehouses, the
company is able to manage its commodity and deliver products to the physical stores
according to the requirement. Sainsbury has its own network of transportation by which its
products are transferred to the physical stores from the warehouses; this eventually supports
Company in saving its cost (Paragon Routing, 2019).
Marketing and Sales
To market a wide range of products different type of techniques are undertaken by the
company like mass marketing with the help of advertisement tools that is television, radio,
and social media.
Services
Sainsbury offers direct assistance to its valuable consumers where proper feedback is taken
on a regular basis. Besides this, it offers 24*7 service in order to solve the queries of the
consumers (Sainsbury, 2019b).

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Supporting Activities
Infrastructure
Company's infrastructure comprises diverse management layers along with quality
monitoring and accounting departments.
Human Resource Management
Human resource department in Sainsbury supports it in workforce management. This
department is responsible for performing recruitment, selection, and motivation and training
activities (Sainsbury, 2018b).
Technology Development
The technology department in Sainsbury is supporting company in attaining success among
its competitors. The company is using improved and advanced technology in its job process.
Procurement
Sainsbury has adopted different strategic approaches that support it in reducing wastage and
justifiable usage of the resources (Sainsbury, 2018b).
Benchmarking
Cost - Sainsbury is placed at the second position in the United Kingdom retailing industry by
offering high-quality products at fair and reasonable prices (Pettinger, 2017). Tesco is the
market leader to offer quality products at low cost in order to cover the maximum market
share.
Time - The management of Sainsbury is very proactive, they quickly analyze the changing
trends and behaviour of the customers and timely frame strategies as well as products to
satisfy their demand. On the other side, Tesco is focused towards timely delivery of its
products to end user through physical stores.

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Quality – Both the companies are involved in offering best quality products to the customers
(Pettinger, 2017).
SWOT Analysis
Strength
Business Philosophy – The philosophy adopted by the business is to encourage customers to
live a healthy life by offering fat fewer products. This philosophy also supports in improving
brand reputation (Bhasin, 2018).
Weaknesses
Low Margins – The increasing competition and risk in the market numerous of the retailers
have lost volumes. To entice the consumers, Sainsbury is putting its efforts to decrease the
cost and keep low prices of the products in comparison to the competitors (MBA Skool,
2019).
Opportunities
The demand for healthier and lower fat food is increasing in the market because they result in
cardiovascular diseases. Sainsbury is focusing on a broad product range, which contains low-
fat ingredients. For example, the company introduced 2% fat milk, which supports it is
gaining popularity in the market.
Threats
The introduction of different discounters such as Lidi and Aldi involved in providing
products at discounted rates has adversely influenced the profits of the company (Financial
Times, 2016).
TWOS Matrix
TWOS Weaknesses Strength

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1 Low Margin
2 Increasing Cost
1 Business philosophy
2 Innovative strategies
(Merger of Sainsbury and
ASDA)
Threats
1 Low-cost products of the
Competitor
2 Development of
Discounters like ALDI
WT
1 Promoting and encouraging
customers to purchase
healthy products
2 Focusing on diet-conscious
customers
ST
1 Using band reputation of
the business to increase the
sales
2 Merger between Sainsbury
and ASDA have resulted in
framing different strategies
like decreasing prices and
increasing brand value to
retain customers
Opportunities
1 Online Business
2 The increasing demand
for healthy products
WO
1 To overcome the low
margin company must shift
its focus towards online
retailing
2 The company can cover the
cost by offering healthy
products to the customer
SO
1 The company must use its
brand reputation to attract
customer on the online
platform
2 Increasing promotional
strategies to cover the diet
conscious customers

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Dynamic Capabilities
Dynamic capabilities of Sainsbury are to offer innovative products to the customers such as
1% Fat Milk. Besides this, the company is focused on offering high-quality products to the
customers at a reasonable cost.
Evaluate the Strategy: Sainsbury ASDA Merger
Power/Interest Matrix
Keep Satisfied
Customers
Employees
Manage Closely
Legal authorities of the
Merger
Monitor
Marketing and Sales Team
Keep Informed
Investors
Source [(Vercelli, 2010)]
SAF Framework
SAF framework is being used to evaluate the Sainsbury ASDA Merger to identify whether
the merger will provide any benefit to both the companies or not and will be accepted by the
market (Best, 2009).
L
e
v
e
l
o
f
I
n
f
l
u
e
n
c
e
Level of Interest

BUSINESS MANAGEMENT 21
Key Strategies Reasons for the
development of strategies
Impact of Strategies
Sainsbury ASDA Merger Both the businesses adopted
this merge to increase the in
comparison to Tesco by
decreasing the prices of the
products (Sainsbury, 2019d)
Increased competition for
Tesco
Suitability
 Strong Competition- Sainsbury has involved in the merger with ASDA to offer
discounted products to the customers and give strong competition to Tesco. Both the
companies will make use of their resources and expertise in a manner to offer
delighted services to the customers which is possible only with the successful merger.
 Environment Sustainability- The companies Sainsbury and ASDA are involved in
reducing the wastage and carbon emission from the environment with the help of
advanced technology and strategies for they require enough capital as well as partners
who can invest in maintaining a sustainable environment.
Source [(Sainsbury, 2019c)]

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Acceptability
The customers will definitely accept this merger due to the brand reputation of Sainsbury to
offer high quality and healthy products. Besides this, it is known that the merger will result in
decreasing the product prices of Sainsbury, which is one of the advantages for customers. The
merger will result in increasing the market share of the company in the United Kingdom,
which will attract different investors to invest in the business.
Feasibility
As the second largest retail chain of United Kingdom, Sainsbury ensures good financial status
in the market. This reflects that the merger between both the companies will be feasible as
both the businesses have a good financial state. The merger between both the companies is
just because the gain the maximum market shares in the United Kingdom. For this, the
required resources are available to both the businesses because they are presently operating
the same business, which will be executed after the merger.
Conclusion
The above report is focused on analysing the macro and microenvironment of Sainsbury in
order to evaluate the forces that are directly and indirectly influencing its operations. From
the above analysis, it has been analysed that the inflation rate is increasing in the United
Kingdom due to Brexit, which is directly influencing the profit margin of Sainsbury. Besides
this, the United Kingdom retail segment is very competitive, due to which the operational
cost of the company is increasing. The evaluation of the strategy highlighted that the
Sainsbury ASDA merger will definitely support both the companies to attain the leading
position in the market by reducing the product prices as Tesco.

BUSINESS MANAGEMENT 23
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