MARKETING

Marketing

Table of contents

Introduction3

Discussion3

1.Determine the current stage of on the Product Life Cycle showing your evidence.4

2.Apply Boston's Matrix & analyze the current state of the company.6

3.Explain the current target markets approached by elaborating on the reasons for it.7

4.Explain the segmentation criteria used in targeting these markets8

5.Position the chosen product/service group for the chosen region using: Perceptual mapping, (compare with at least 2 competitors)8

6.Reposition to a more competitive position stating your justification/rationale using: Perceptual mapping; or Ansoff's Matrix.10

7.Develop new pricing strategies for the product(s) under analysis, providing your justification.11

8.What kind of impact do increasing fuel prices have on Sainsbury?12

9.What kind of strategies may help to improve this situation?12

Conclusion12

Marketing

Introduction

Sainsbury Supermarket Ltd has a parent company of J Sainsbury, which is commonly known as Sainsbury, the third largest supermarkets chain in the United Kingdom. It has a share of 16.5% of UK supermarket sector. The Sainsbury's head office is in Holborn Circus London, in the Sainsbury's Store Support Centre. The Sainsbury group is also interested in banking and property. It belongs to public sector and performing retailing business. It was founded by John James Sainsbury and his wife Mary Ann Sainsbury in 1869 in England and London. The business grew day by day in the era of Victoria. David Tyler is the chairman of this chain of retailing business, and Justin king is the chief executive. The products of the business include Convenience/Forecourt Store, Supermarket, hypermarket/Supercenter/Superstore. In 1922, it became the largest grocery retailer in UK. In 1995, Sainsbury was overtaken by Tesco, who wanted to become the market leaders. In 2003, Asda downgrade the Sainsbury and became the second largest in raking. It is part of the FTSE 100 Index and is listed in the LSE (London Stock Exchange). Currently Sainsbury is operating 872 supermarkets, hypermarkets and convenience stores, which contain 335 convenience stores and 537 supermarkets. It also operates Sainsbury Bank, which provides financial services. Sainsbury has more than 1000 stores in UK, and continuously emphasizes on offering higher quality grocery in comparison of its rivals (Sainsbury, 2012, n.d.). This paper would focus on studying Sainsbury Clothing in relation to the market.

Discussion

The region selected for this study is UK. Sainsbury Clothing has particularly strong business in London and Southeast. It has powerful position in many cities of UK. Sainsbury replaced its slogan from “Try Something New Today” to “Live Well for less”. It is one of the marketing strategies to attract customers. Sainsbury Clothing needs different marketing strategies and techniques to run the business successfully, and to grow in the UK market with the passage of time in the presence of rivals. In spite of all these efforts, Sainsbury Clothing still failed in some areas of the business. Sainsbury Clothing has been a successful business over the passage of its history, yet it has not been performing to its full potential. This means that Sainsbury Clothings needs to make some changes to their marketing strategies or in their products, in order to improve their overall ...