Delivery in day(s): 5
Diploma in Business
Unit Number and Title
Unit 2 marketing principles Assignment – British Supermarket
The marketing principles, the objective will be to indentify various different and significant factors which are linked to the marketing strategy for a selected company from the supermarket sector of the UK. The company that has been selected for the purpose of this is Sainsburys which is one of the leading supermarkets in the country.
As can be identified from various recent researches and papers, the process of marketing has become of utmost importance for almost all the companies and in view of the changing market dynamics as well as the consumer behaviour, the marketing processes have become of even more significance. The marketing can be defined as the processes which are used by the companies for informing the consumers on the subject of the products or the services developed by the company. The end objective of the marketing planning is to sell these products or the services for the consumers. This strategic task has become very important also due to the heightened competitive level in the selected industry.
Marketing help the companies to roll out various types of customer communications regarding the product or services of the brand to its specific target consumers. This can specific to a product launched by the company or for the entire brand as well as the organization. The elements of marketing include the consumers’ needs, wants and demands in addition to the product or service differentiation which is being marketed by company. These features of the product or services are aimed at satisfying the needs, wants or demands of the customers. Need is defined as the basic requirement of people whereas the want is more secondary and evolved requirements. The demand is usually the additional requirements of customers.
Integrated marketing includes various conventional as well as non-conventional channels and methods for delivering a consistent brand message across these and multiple promotional techniques for reinforcing the same. The other elements for marketing include exchange of the product and services as well.
Due to the specific market condition of the UK retail industry, some of the other very important marketing elements which are needed to be considered by Sainsbury in its entire marketing strategy for increasing the effectiveness of the same are as following:
In view of the fact the company that is being discussed here is in the industry of retailing, it is possible for it through its products to cater to all the individuals of a specific international market. Hence it can be said that while going international the specific marketing orientation which Sainsbury needs to be implement is a mass marketing in view of the fact it provides the maximum level of brand awareness as well as top of mind recall for the company in its new target market. In the existing domestic market also Sainsbury has been adept at implementing a mix of mass marketing channels for various promotions by it. These are supplemented by below the line strategies like telemarketing as well as social media marketing by the company.
However there are various benefits as well as costs of this specific marketing orientation and it is important that the company is cognizant of the same. Following are the same:
Regardless of these advantages, there is a significant challenge of this specific marketing orientation as well. These are:
High cost of marketing: Various marketing activities as part of the mass marketing strategy are is a very costly way of marketing the company or the product. Advertisement is one of the costliest ways in which the consumers can be reached. It is also difficult to track the effectiveness of newspapers, billboards etc. Also in such arrangements person who want to give their advertisement makes payment to advertiser for take space in the medium, the option of instant monitoring and stopping the same is absent (Kotler, 2013).
There are various micro and macro environmental factors influence the marketing decisions of British supermarkets including Sainsbury. Following are 2 analyses which will be done for the same
Micro environmental factors –
Macro factor -
In view of the fact that the company has an immense domestic market size, business potential as well as the growth opportunity the same influence the company’s decision making.
One of the major weakness of the company is the lack of taking aggressive marketing and expansion decisions.
The market size and the business potential of the other markets and neighborhood countries is also an important factor that influences the marketing decision
Retail segment is intensely competitive due to the presence of various international as well as regional brands which is required to be considered while making its decision regarding the marketing
For the macro factors a PEST analysis can be carried out: