Strategic Marketing Plan: Achieving Objectives at Sainsbury's

This report provides a comprehensive analysis of the marketing process and planning, focusing on Sainsbury's as a case study. It begins by explaining the core concepts of marketing and marketing operations, including the different areas and roles within marketing. The report then explores how the marketing function relates to the broader organizational context and analyzes its role within the marketing environment. A critical analysis of both the external and internal environments in which the marketing function operates is presented. The report compares how different organizations apply the marketing mix to the marketing planning process to achieve business objectives, reviews strategies and tactical approaches, and evaluates these in the context of overall business objectives. Furthermore, it includes the development of a marketing plan with key elements for achieving marketing objectives, a detailed tactical marketing plan integrating the extended marketing mix, and a strategic marketing plan that measures the achievement of marketing objectives within key performance metrics. The report also features a media plan with recommendations and rationale for selected media activities, including an integrated multimedia plan selecting appropriate digital, offline, and social media channels. The report concludes with a summary of the key findings and recommendations.

Marketing Process
&
PLANNING

Table of Content.
Table of Content............................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
P1 Explain the concept of marketing and marketing operations including the different
areas and role of marketing......................................................................................................1
Duty and Responsibilities in Marketing..................................................................................2
P2 Explain how the marketing function relates to the wider organisational context.........3
M1 Analyse the role of marketing in the context of the marketing environment................4
D1 Critically analyse the external and internal environment in which the marketing
function operates........................................................................................................................5
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives...................................................5
Identification and comparisons of them extend marketing mix........................................6
M3 Review strategies and tactical approaches applied by organisations to demonstrate
how business objectives can be achieved successfully..........................................................12
D2 Evaluate strategies and tactical approaches to the marketing mix in achieving overall
business objectives...................................................................................................................13
P4 Develop a marketing plan that includes key elements of marketing planning for an
organisation to achieve marketing objectives.......................................................................14
M4 Produce a detailed tactical marketing plan that integrates the extended marketing
mix to achieve marketing objectives......................................................................................16
Marketing Plan for Sainsbury’s.............................................................................................16
SWOT Analysis on Sainbury's...............................................................................................17
D3 Produce a strategic marketing plan for an organisation that measures achievement of
marketing objectives within key performance metrics........................................................19
Produce a media plan that includes recommendations and rationale for selected media
activities that meet budgetary requirements and objectives of a marketing campaign brief.....19
M5 Devise an integrated multimedia plan, selecting appropriate digital, offline and social
media channels for communication.......................................................................................22

D4 Provide a justified integrated multimedia plan based on quantitative and qualitative
criteria.......................................................................................................................................22
CONCLUSION..............................................................................................................................22
REFERENCES..............................................................................................................................23

INTRODUCTION
In an organization, it is the responsibility of the management to set up the marketing
procedure and the planning which includes the marketing mix designing, marketing execution,
execution of marketing strategy and marketing relation. Additional role of management in ant
organization is to design different plan of scheme for availing goals (Jenneson and et. al., 2020).
Since a leading business or the organization will have a tough competitor in market, management
also have to make strategies against their competitors. These strategies will help company to
make their defensive position in market by providing better quality of service and goods to its
customers. Management focus on analysing the marketplace as it provides them the idea of
market or their customers demand. They can analyse their needs and customise them in their
products and then this action can help them to market their product easily to the target audience.
Here the discuss will be based on Sainsbury's organization which is established in UK which is
the biggest super market after Tesco in UK. This report also includes overview on media plan for
the marketing camping for their organization. Also provides information about the macro factors
of business used in operating marketing activities and impact of marketing mix with different
strategies of competitors (Moore, 2020).
MAIN BODY
P1 Explain the concept of marketing and marketing operations including the different
areas and role of marketing.
Though the advancement in technology is seen, management of organization need to
prepare their marketing strategy accordant to 21st Century. These advance technology focus on
the market they want to capture and their competitors. After analysing these two factors they
make their strategic plans. Management role is to find their target customers, analyse their choice
and preference. According to the data they get, they need to choose the products and compare its
positive aspects according to the customer needs and wants. Here the management focus towards
making plan of action and implement the promotion, pricing or service according to the
organization morals and goals respectively. Planning and execution is important as its help
company in generating product or service awareness to their customers and through this
company can yield the good gross revenue in return of the service or product they provide (Lees
1

and Armit, 2020). Four different function of marketing which the management execute in their
organization are:
 Digital Marketing: - In organization, since there is advancement in technology seen so
now management also promote their business on digital platform. This is preferable
nowadays as it is the easiest way to promote and sell organization products and services.
 Content Marketing: - It is the strategy used by organisation to engage, attract or hold
their target audience by creating and sharing applicative articles or videos which provides
the significance or role of the product or service that organisation provides (Clark, and et.
al., 2020).
 Marketing science: -It is the marketing field where the marketer plan of attack is to
interpret the customer demands and how to create the conceptualization that meet
customers demand. To analyse this the scientific approach is used. Job profile is for the
one who is skilled in these modelling prospects.
 Customer Experience: - This cover the overall aspect of the company service or goods.
This position is known as customer engagement specialist where the duty of employer is
to make profound and rational conversation with their customers. This is necessary to
make their actual customers feel good and satisfy and to hold them (Gerritsen and van
Olderen, 2020).
Duty and Responsibilities in Marketing
In organisation, the marketing plays the most vital role for encouraging their business
motive and management make sure that the certain actions are taken by the employers to reach
the set goals (Lahtinen, Dietrich and Rundle-Thiele, 2020). Goal of the company is to make the
brand image in front of their customers in exhibiting it in positive way. Different roles and duty
in marketing are: -
 Carry off company brand: - Here the management focus in defining their brand in the
market by centring on what is company, how they define themselves, responsibility of the
organization. This motive and mission will the customers to attract towards the company
services.
 Conducting campaign management: - Through this the marketer identify their products or
service the company needs to promote for enriching the selling. Focus of the company is
2

to develop products that carry out the customer’s demand fully (Ndofirepi, Farinloye and
Mogaji, 2020).
 Executing the marketing or promotional actions: - The role of the marketing sector in a
organization is to develop the substantial which is need to be promote the their product or
goods.
 Making content for the improvement of company website: - Management sector of the
organization need to focus on maintaining their website in market as it helps the
organisation in creating the awareness for the brand to the potential and future customers
too. It helps the mas s gathering to know about the brand name more widely and wisely
simultaneously (Jindal, and et. al., 2020).
 Observing and Carry off their social media sites: - due to the current modification done in
technology, marketing division is also focusing towards bring off their social media
pages on regular basis.
P2 Explain how the marketing function relates to the wider organisational context.
Normally the marketing and sales department of the organisation work together in
coordination to motivate their customers by attracting or building interest in them towards the
products or services provided by the organisation. Different functions that the management
perform in marketing are: -
 Promotion: - In organization, marketing sector focus more towards the publicity through
which organization focus towards their target audience to make them attentive about the
new advancement in service or goods brought by company. Organization sales or the
profit count upon the promotion strategy company uses (Wang and Lin, 2018).
 Selling- It is the component of marketing where company utilize surplus efforts to
communicate with their potential customer to make their product or service auction.
 Financing: - It is need to be planner before investing on any new development ideas as it
helps company to acknowledge the route they are lacking with.
 Product Management: - Their focus is to apply the feedbacks to enhance their quality
which they gain from their last selling. Company also centred their concern towards their
competitors too. Role of marketer here is to innovate or improve the product or service in
such a way that it stumbles the customer demands (Fraser-Arnott, 2020).
3

 This also includes other function like grouping and managing the market research or the
customer reviews about company service or goods. Additionally, consist of path through
which company's product or service is delivered to its potential customers.
M1 Analyse the role of marketing in the context of the marketing environment.
The understanding about the different types of marketing environment assist the marketers to
identify the needs as well as demand of the customers. The deep study of marketing environment
by the marketer result in decreasing the hindrances between the marketers and customers. So it is
very crucial for the company management to provide knowledge about the marketing
environment to the markers so that they can understand the behaviour of customers in better way.
In order to operate and establish the business, each and every organisation needs suitable
environment. The existence, presence, image, profits and others of company is depending on the
internal as well as external environment of firm. Business environment is very dynamic in nature
so in order to remain competitive and excellent in the market for a long period of time it is very
crucial for the company to stay always flexible and adopt changes and upgradations. In relation
to marketing environment marketing assist the marketers to make sure that whether the
customers are able to buy the product they needed.
M2 Analyse the significance of interrelationships between marketing and other functional
units of an organisation.
The interrelationship of different types of business function with the marketing played a very
important role in the success of organisation. Marketing is being considered as the most
important as well as crucial function of the firm it is very essential for the company management
to perform this in well manner. In order to start the marketing activities, involvement of various
departments of business is needed that assist in promoting the other activities in the business.
The process of doing planning is somewhere linked with the development of proper market
strategies because the marketing comprises of current as well as future trends. Along with this
the research and development department of company is also interrelated with the marketing
department. Various research is undertaken by the R&D department in order develop the product
as per the need of customers along with the tactics to perform marketing activities properly.
These tactics can comprise of different offers for limited period of time which result in boosting
the promotional activities as well as plans. The environment of business and nature of customers
is very dynamic in nature so it is very essential to do marketing basis of dynamic nature. This not
4

only assist the company management in attain its gaols but also helps them, in changing their
minds as per the preferences of customers.
D1 Critically analyse the external and internal environment in which the marketing
function operates.
There are two types of factors that improve the marketing actions are the micro or macro.
Here the micro element includes basically the type of customer that company chooses, selection
of sellers as it will impact the selling of product, reseller and their competitions. Here the
discussion will be on the Macro factors, which includes: -
External factors: -
 Economic Factors: - These are enterprise approaches that affect company decision
making which includes exchange or interest rates of goods or services, increase in
demand or shortage in supplying the goods or services (Mogaji and Yoon, 2019).
 Technical factors: -It includes alteration in device, or week demonstration because of the
low internet networking and many more.
 Sociology Factors: -These are the factors which depend on the type of lifestyle or place
or the cultural beliefs of the company.
 Lawful factors: - Organisation need to follow certain laws to build accurate judgement in
favour to hold brand image and protect customer data. It includes law of health and
safety, copyright, fraud law and many more (Kim, and Kim, 2018).
Internal factors: -these factors are directly related to the organisation and has a huge impact on
the company daily routine functions. These factors are divided into two parts i.e., strengths and
weakness that can be control by firm and has high impact on company performance negatively or
positively. These internal factors comprise of financial, physical, human and technology
resources which are in control and affect the firm directly. In context to the Sainsbury, internal
environment problems are face by the company management which result in reducing the
company profit as well as sales.
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives.
The main purpose of marketing is to increases the sale. Business creates marketing strategy by
integrating the elements of the marketing mix such as product, price, `place and promotion. The
marketing mix is a significant tool for creating the right market strategy and its implementation
5

through effective tactics. The marketing mix helps in determining which marketing strategy is
right for organization (Lari, Foroudi and Imani, 2021).
Identification and comparisons of them extend marketing mix
Sainsbury's marketing strategy helps the organization or brand to position itself
competitively in the market and achieve its business goals & objectives. Marketing Strategy of
Sainsbury's analyses the brand with the marketing mix framework which covers the 4Ps
(Product, Price, Place, Promotion). Sainsbury's has a wide offering for its customer under its
marketing mix strategy and it also analysing the product after the development and enhancing the
existing range of the product. These business methods, which are based on Sainsbury's
advertising mix, help the brand succeed. Sainsbury's marketing strategy enables the product to
compete effectively in the marketplace and achieve its business goals and objectives (Huong, and
Sargent, 2021). There are various Sainsbury's marketing strategy and marketing mix to
understand the product, pricing, advertising and distribution strategies such as: -
Marketing mix elements Sainsbury’s Morrisons
Product The product strategy and mix
in Sainsbury's marketing
strategy. Sainsbury's has a
wide offering for its customers
under its marketing mix
product strategy (Shah and
Khan 2021). In addition to
focusing on innovation and
quality management, it also
looks after developing new
products and enhancing the
existing range of the products.
Sainsbury's has 2 formats,
supermarkets or Local
convenience store offering
more than 30,000 product
The management of the
company paid focus on
producing quality products for
their customers. They deal in
bakery foods, goods related to
wearables, domestic and many
more.
6

lines out of which at least 20%
are from their own
organization, brand and
services which includes: -
 Organic rang of food
product, low fat
content for health
conscious customers
and food items for the
individual having
allergy to dairy.
 Home collection range
provides some kitchen
products and
furnishing accessories.
 Apart from this,
Sainsbury's uses
biodegradable
packaging which are
made from potatoes
and sells its own label
organic fruits in
biodegradable trays.
Price Sainsbury's pricing strategies
are based upon the customer
good values for money and
maintains the product quality
and services which lead to
customer retention. It can
offer the price with their
Multiple pricing strategy is
used by the management of
Morrison company to deal
with the customers in proper
manner. For the high quality
product, they use the premium
pricing strategy. Along with
7

competitive pricing policies
and gain the market share for
the short period of time.
Sainsbury's also uses sale
promotion regularly to attract
their customers to buy its
product and services. It also
priced less than their
competitor's product. Pricing
strategy is most effective
method used to imposed the
best price for the product and
services. Pricing strategies of
Sainsbury for the children's
product priced at very low
range with high quality
products which maximize the
profit and shareholder values.
The pricing strategy of
Sainsbury's helps to promote
their business at market place
(Lehto, 2022).
this they use the cost
leadership strategy which
helps them in becoming more
competitive in the market.
Place Place strategy is aspect of the
organization marketing mix
which focuses on the
organization sells and also
easily available to the target
marketplace. The placing
strategies is depending on the
organization distribution of
The firm have around 600
offline stores all across the
globe which helps them to
reach to each and every
customer’s. Along with this
good supply chain
management is also
maintained by the company
8

their product and services
among the customer's.
Sainsbury has more than 500
approx supermarkets and
around seven hundred other
stores in which some store
remains open 24X7 and other
stores are open till mid-night.
Sainsbury also provides home
delivery thorough their online
site platform or by the direct
communication by cell phone.
Sainsbury handles their
business and the distribution
of store and production of
product by own's. After
the1970 dispute with the
drivers and its distribution to
its parts such as DHL and NF
(Halvorsen, 2019).
management that assist them
in meeting the needs as well as
demand of customers quickly.
Promotion Advertising is the strategy for
the action plan which
increases sales for the
products and services and it is
the part of brand marketing
plan. Advertising and the
promotion strategy helps
business organization to meet
their desired outcomes. To
pull in their potential
In order to promote their
product in market the
management of Morrison
company offers various
reward schemes to their
customers to retain them.
Along with this, they also use
the different types of social
media method to reach as well
as target them.
9