International Marketing Plan Assignment with Sainsbury’s (GC01690)

Table of Contents

1.0        Introduction.

2.0        Overview of Sainsbury’s.

3.0        Evaluate the trends in the international market

3.2        Trends in the environment and market for the sector

3.2 Market structure of the UK retail sector

4.0 How well Sainsbury is placed to develop globally.

4.1 Product and market focus of Sainsbury’s.

4.2 Current competitive advantages.

4.3 Strategic marketing challenges of Sainsbury’s.

5.0        How Sainsbury’s can develop a sustainable long-term global marketing strategy.

5.1 Vision, Mission, and Objectives.

Vision and Mission.

Marketing objectives.

5.2 Segmentation, Targeting, and Positioning (STP)

5.3 Marketing mix.

5.3 Porter’s Generic Strategies.

5.4 Ansoff’s growth strategies for Sainsbury.

5.5 Implementation plan.

6.0 Conclusion.

References.

1.0  Introduction

This assignment is based on the market analysis of the UK’s retail sector. The chosen organization of this paper is Sainsbury’s.  An overview of Sainsbury’s is given in the first section. Later the PESTLE analysis of Sainsbury’s is discussed. Then the market structure of the retail sector and the product and market focus of Sainsbury’s are focused. Porter’s five forces model and SWOT analysis are discussed in this assignment. Besides, Sainsbury’s organizational strategies, mission, objectives are described. Additionally, Porter’s generic strategies and Ansoff’s growth strategies for Sainsbury’s are emphasized in this paper.

2.0  Overview of Sainsbury’s

Sainsbury is one of the largest supermarkets in the UK. It was established in 1869 in London. They start their business in a small range in London. And gradually they expanded their business around the world. In the UK they have more than 1500 stores and 115,000 employees (Sainsbury’s Annual Report, 2018). They are able to create a successful brand image by providing excellent products and services. This helps them to earn customers’ acceptance.  Though the competition in the retail sector is increasing day by day, Sainsbury’s successfully holds up their business in a good position. They hold 16% of the market share which is about 26 billion GBP in total. But in recent years Sainsbury’s faces several challenges which leads them to decrease desired profits. They mainly face poor management, inadequate planning and challenges in advertising channels.  In this paper, Sainsbury’s challenging marketing strategies and the solution to this problem are emphasized.

3.0  Evaluate the trends in the international market

3.2 Trends in the environment and market for the sector

PESTLE stands for Political, Economic, Social, technological, Legal and Environmental factors. It is an effective tool for the analysis of any business. This analysis helps to understand various environmental and market trends in the retail sector.

Political trend: Political factors greatly affect the business of Sainsbury’s. Political violation brings negative impact and on the other hand, political stability brings positive impact on business (Lamarsh and Stacey, 2016). Brexit has an enormous impact on business in the UK. Specialists suggest that raw materials and products’ costs may be increased due to several new laws implemented by the EU on Britain.

Economic trend: Business is greatly affected by the condition of the economic state. A stable economic state brings advantages to the business and an unstable economic state does the opposite. Business functions are positively influenced by stable economic conditions (Lamarsh and Stacey, 2016). Sainsbury’s uses transportation for delivering its products. The price of the product depends on the production and transportation cost. The rise of the price of fuels increases the product price. Besides, inflation and customers’ income level also affect the business of Sainsbury’s.

Social trend: The customers of a regional Sainsbury’s retail shop are the local people. Thus the social behavior, beliefs, attitude and lifestyle of the local people influence the business (Lamarsh and Stacey, 2016). Sainsbury’s is always concern about society. For instance, if the local people are very much aware of their health they avoid junk food. Thus the sale of junk food will reduce. And so Sainsbury’s must focus less on the junk food sector and more on the healthy food corner.

Technological trend: Technology plays a vital role in the success of any business. Technological advancement brings tremendous advantages to the business. With the help of technology, one can operate a business from home using an e-commerce system (Lamarsh and Stacey, 2016). Technology influences the production rate, distribution process and quality of products and services. Organizational data and management can be easily handled by using appropriate technological tools. Sainsbury’s facing several challenges in maintaining a sufficient amount of the use of technology. Sometimes they fall behind their rivals in using technology.

Legal trend: Businesses are greatly influenced by several legal factors. Laws can be advantageous or disadvantageous (Lamarsh and Stacey, 2016). Sainsbury’s always tries to produce, deliver and provide their products and services to the customers in a legitimate and favorable way. They maintain fair pricing and good behavior.

Environmental trend: Environmental factors have an impact on business functions. The business operates differently in different environmental conditions (Lamarsh and Stacey, 2016). At present coronavirus, outbreak changes many businesses’ functional processes. Business profits are affected by this pandemic situation. Due to Covid-19, people remain in their respective houses. So there is a huge workload for the retail employees to deliver their basic needs in their homes. Besides, people only order their basic needs. Thus several items remain unsold. Sainsbury’s staff are doing their best to help and satisfy their customers in this situation. Besides the effect of global warming also affect the business…………………………..

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