Retail Market in UK - A Case Study of Sainsbury

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ACKNOWLEDGEMENT

I would like to take this chance for thanking my research facilitator, friends & family for support they provided & their belief in me as Vestasll as guidance they provided without which I would have never been able to do this research.

DECLARATION

I, (Your name), would like to declare that all contents included in this thesis/dissertation stand for my individual work without any aid, & this thesis/dissertation has not been submitted for any examination at academic as Vestasll as professional level previously. It is also representing my very own views & not essentially which are associated with university.

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DEDICATION

I am dedicating this research to my family and teachers. I want to thank all of them for their endless support. ABSTRACT

The research has been carried out to analyze the current functioning of the retailers in the UK retail industry. The Sainsbury's has been selected for case study. The research will cover the PESTAL, SWOT and Poster's five four analysis in order to properly analyze the functioning of Sainsbury's. The research also focuses on the business strategies of Sainsbury.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

DEDICATIONIV

CHAPTER 1: INTRODUCTION, AIMS AND OBJECTIVES1

Background1

Research Problem2

Research Questions5

CHAPTER 2: LITERATURE REVIEW6

SAINSBURY'S BACKGROUND6

SAINSBURY'S MARKETING STRATEGIES6

Diversification Strategy6

Differentiation Strategy8

SAINSBURY'S MARKETING MIX9

Product10

Price10

Place11

Promotion11

CHAPTER 3: METHODOLOGY13

RESEARCH METHODOLOGY AND APPROACH13

Ontological Research13

Epistemological research14

CASE STUDY METHOD14

SIGNIFICANCE AND LIMITATIONS OF RESEARCH15

CHAPTER 4: DISCUSSION16

CHAPTER 5: ANALYSIS17

SAINSBURY'S PESTEL ANALYSIS:17

Political Aspects17

Economic Aspects17

Social Aspects18

Technological Aspects18

Environmental Aspects19

Legislative Aspects19

PORTER'S 5 FORCES ANALYSIS FOR SAINSBURY19

Barriers of entry20

Competitive Rivalry20

Threats of substitutes21

Power of Sellers21

Power of Buyers22

SAINSBURY'S SWOT ANALYSIS22

Strengths22

Weakness23

Opportunities23

Threats23

CHAPTER 6: CONCLUSION AND RECOMMENDATION25

REFERENCES27

APPENDIX29

INTERVIEW QUESTIONS29

CHAPTER 1: INTRODUCTION, AIMS AND OBJECTIVES

Background

In UK, the retail industry provides a wider range of products that includes: household products, food etc. In UK, the traditional retail industry has established several supermarkets that are divided into departments of canned products, packaged, baked products and dairy products. In UK, development of retail industry is greatly linked with the increase in growth of population and development of supermarkets in the UK. The demand for processed products increases with the increase in the size of population. In several cases, this has been observed that the local suppliers are not able to meet the demand thus establishing the demand for process that meets the mentioned criteria regarding the UK retail industry (Cohen, 2005, pp-89). The similar case exist in the retail industry sector of UK, as of the above mentioned explanation the development of UK retail sector has provided with a broad range of products at reasonable prices. This has resulted in rapid development of UK retail industry and rise in the establishments of supermarkets in various cities of UK (Bliss, 2009, pp-375).

In UK several retail markets started as smaller units and sustained to progress at fast rate. At present, in UK, there are several supermarkets like TESCO, ASDA and Sainsbury etc. Many of these supermarkets are functioning globally. In UK, supermarkets were firstly established to help the lower and upper class pay earners, and after that the retail industry penetrated developed in lower income communities (BALTAS, 2010, ...