BTEC HND Business Research Project: Sainsbury's Social Media Strategy

This research project analyzes Sainsbury's social media marketing strategies, based on a survey of managers. The project investigates managers' awareness and agreement regarding social media's role in customer interaction and product promotion. It examines the effectiveness of social media compared to traditional channels and the use of technology for data extraction. The research identifies key factors for successful social media strategies, including crisis management and sales strategies, while also exploring the weaknesses in Sainsbury's current approach, such as poor implementation and lack of differentiation. The findings provide insights into the strengths and weaknesses of Sainsbury's social media marketing efforts, offering recommendations for improvement. The project uses graphs and interpretations to present its findings based on the responses of the managers.

RESEARCH PROJECT
TASK 4

Theme 1: Managers know about social media
marketing
Yes No
0
2
4
6
8
10
12
14
16
18 17
8

Interpretation
 From the present theme, knowledge as well as awareness of
managers of the Sainsbury company regarding social media
marketing is to be analysed in proper manner.
 It can be found that 17 between 25 managers are highly
aware about the concept of marketing like social media
properly.
 On the other hand side, only 8 managers not know even that
what is the social media marketing and how it helps to the
firm for raising customers.

Theme 2: Managers strongly agree that “Social media
is the best platform for interacting with customers for
product”
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
0 2 4 6 8 10 12 14
13
7
3
2
0

Interpretation
 When the company is going to launch the new product or
service in the market then social media is used by it for
interact with the community.
 13 managers strongly agree and said that discussed marketing
technique is one of best platform in order to interact with the
people to increase awareness among them about potential
products.
 Along with this, 7 managers are only agree through the
current theme or concept of the marketing of social media.
 Moreover, those managers who not know this concept are at
the neutral condition or disagree through this statement.

Theme 3: Social media is effective than traditional
channels of communication
19
6
Yes
No

Interpretation
 In the marketing several kinds of approaches and channels
included which are modern, traditional etc.
 It can be interpreted from the theme that, between 25
managers there are 19 response that social media is one of
the highly effective strategy in comparison to the channels of
communication which are traditional.
 When looking at the negative response then only 6
respondents are there who not aware about this concept.

Theme 4: Managers strongly agree that “By using advanced
technology valuable information is extracted from social media
and this help firm in serving customers in better way”
Strongly agree Agree Neutral Disagree Strongly disagree
0
2
4
6
8
10
12
14
16
14
6
2 2
1

Interpretation
 It can be analysed from present theme that, 14 respondents
among 25 strongly agree with the current asked statement to
them.
 There are only 6 number of managers of Sainsbury who
agree that, with the help of advanced as well as innovative
technology the firm able to collect valuable data and
information for the social media.
 Further, decisions are taken that by management in order to
serve or use marketing strategies in effective ways.

Theme 5: Factors which play an important role in
making social media strategy successful for Sainsbury
7
5
13
Crisis management strategy
Sales strategy
All of above

Interpretation
 There are various number of factors and elements play
highly integral role in the marketing through social media in
order to make successful for the firm.
 As per the views of 7 and 5 managers crisis management and
sales strategy respectively plays significant role.
 Further, major number of respondents like 13 say that both
the elements or aspects having important place in the social
media marketing.

Theme 6: Social media strategy of the firm is not weak
Yes
No
0 2 4 6 8 10 12 14 16 18 20
7
18

Interpretation
 From the aforementioned graph it can be assessed that,
marketing strategy like social media of the Sainsbury is not
weak on the basis of 18 managers.
 Moreover, when considered to the rest managers like 7 then
they said that social media tactic which is used by Sainsbury
is weak and not fruitful.

Theme 7: Reasons which are responsible for such
weakness in social media strategy of the firm
Lack of differentiation
Poor implementation of strategy in the business
11.4
11.6
11.8
12
12.2
12.4
12.6
12.8
13
13.2
12
13

Interpretation
 Behind occurring weaknesses under in the social media
marketing there are some aspects are accountable which are
described through present analysed theme.
 As per the opinion of 13 managers, it can be identified that
Sainsbury not able to implement as well as execute this
technique of marketing in proper ways which lead to create
issues and weakness.
 Further, as per the 12 managers, lack of differentiation in the
marketing tools and methods lead to incur weakness for the
Sainsbury retail entity.