MARKETING

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Marketing

Question No 1

No business will operate independently of the external environment.

Internal factors will also play a role into the success and choices a company makes. There are many models; the most popular are SWOT, PESTEL and Porters Five Forces. These have some shared considerations, but all bring a different outlook to the examination of a company and the environment within which it operates. One should understand that the general term ‘marketing environment’ is often used to denote both internal organisational forces and forces outside the control of the firm. For example, Kotler defines the general marketing environment as follows




A company’s marketing environment consists of the actors and the forces the affect

that affect the company’s ability to develop and maintain successful transactions with its target customers (pg 0).

The general marketing environment, therefore consists of all the factors and forces

influencing both internal and external forces.

A well-known company such as J Sainsbury;s plc is a leading UK and US food retailer with interests in financial services and property. The group comprises of Sainsbury’s supermarkets and Sainsbury’s Banks in the UK and Shaws’a Supermarkets in the US.

Company Background

John James and Mary Ann Sainsbuiry’s established Sainsbury’s Supermarkets in 186 and are Britain’s longest standing major food retail chain. Sainsbury’s serves over 11 million customers per week and has 55 stores throughout the UK, 18 stores in the US.

J Sainsbury’s Developments was formed early in 1 and is a property development trading company which acquires new sites, constructs, lets and then sells.

Sainsburys Bank opened for business on the 1th February 17. A joint venture between

J Sainsbury and the Scotland Banks, Sainsbury’s Bank was the first Supermarket Bank in the UK.

The most recent company to form is the Sainsbury’s Property Company (SPC) was formed in November 000 with the aim of maximising value from Sainsbury’s Supermarkets property portfolio.

Researching the environments will benefit both the organisation and/or the management team by placing the organisation in a position to develop a strategy for both the long and the short term. The most influential way of doing this is to perform a SWOT analysis of the organisation. Each term is a heading for a separate analysis of the business, but is related as seen below

Strengths provide an insight to the business Opportunities

&

Weakness in the business can cause immediate Threats

The objective is to be in a position where a strategy can be determined for the future to

improve the company’s overall performance (or maintain it if the final analysis is

satisfactory)

SWOT � Strengths

In the UK Sainsbury’s is the dominant supermarket chain, with a high level of brand recognition. One of the main strengths may be seen in the corporate culture.

This is a customer-focused culture, which is summed up very well in the words of the Managing Director Stuat Mitchell, “At Sainsbury’s our aim is to be the UK consumer’s first choice for food shopping.

We are committed to understanding the needs of different customer sectors and shaping our offer to respond through products, facilities and service”

Sainsbury’s operates very successfully in the retail market with strong like for like sales of 6% or more (Sainsbury’s Progress 001/0).

Part of the company’s success can be attributed to moving into new areas, such as opening 100 stores on Shell forecourts and links with The Carphone Warehouse. The company is also going through a major updating strategy within its operations, replacing manual distribution centres with highly automated and computerised sites, being more centralised throughout the UK.

The distribution centres will be able to satisfy store expectations effectively due to the installation of a new IT infrastructure, keeping track of what orders are required, making it less likely that there would be empty shelves or items out of stock.

Other strengths include the filing of the merger notice for the acquisition of 171 Somerfield stores and a possible offer for Safeway demonstrating Sainsbury’s commitment to growth.

Weaknesses

Sainsburys now faces an even more level playing field, with key competitors such as Tesco, and Asda. Other weaknesses may be seen in difficulties of communication over such a large organisation, and the risk of currency fluctuation.

Opportunities

There are many opportunities for Sainsbury’s, they have financial strength to aquire more supermarket chains, and possibly the opening of smaller stores to service local neighbourhoods. The continuation of the launches of their own product ranges.

Sainsbury’s are influencing their popularity by

· linking up with the Salvation Army, meaning people in need could benefit from food that would otherwise be thrown away

· Supplying free quality fruit for one week each term to 40 schools within Birmingham and London to promote healthy eating

The Internet is also an area where a great deal of opportunity is yet to be realised.

Threats

Threats still exist the industry is very competitive, and companies are looking to follow and better any competitive advantage Sainsbury’s can find. Rivals Morrisons and Tesco are also bidding for Safeway. (www.marketresearch.com)

The failure for Sainsbury’s to stay at the number one spot demonstrates the real threat of the competitive environment. As a result, there is a need for Sainsbury’s continuation of diversity and development.

The Environmental Audit the PESTLE Analysis is a popular method of examining the many different external factors affecting n organisation. The main problem with these external PESTLE factors is that they are continuously changing. So PESTLE should be an analysis of what is affecting the organisation now, and what is likely to affect the organisation in the Future.

Political � The current and potential influences from Political Pressures.

· Office of Fair Trading has stated it is to review supermarkets codes of practice in the UK.

· Government investigation into UK supermarkets due to the higher than average profit margins to see if there were illegal price fixing practices.

· Employment Law

� European Directives � temporary worker (agency have same rights as permanent

staff)

Economic � The Local, National and World Economy Impact.

· Fear of increased interest rates could extend Sainsbury’s ambitious business

transformation programme.

· Inflation rate increase

- reducing consumer expenditure

· Rival supermarkets give massive price reductions.

Social � The ways in which changes in society affects the organisation.

· The need for stores in the community

· Fresh produce suppliers increase prices

· Changes in peoples attitudes and expectations

· Change in Values and Culture

Technological � How new and emerging Technology affects the business.

Technology has impacted on Sainsburys, who has responded by embracing it to create new value. The new IT system that has been discussed previously. The internet and the use of the web for marketing and for the provision of shopping services and advertising of new product ranges is proving very successful.

Legal � How local, national and world Legislation affects us.

Legal factors are very important. These cover all aspects of trade, from where imports were made, opening hours, licensing of sales, even wages and working conditions are all impacted upon. As well as this there are also other laws, such as the way waste can be dealt with.

Environmental � The local, national and world Environmental issues.

These factors are also important because there is an increasing customer concern regarding the environment, and companies, which are seen to support these values have an advantage. Sainsbury’s seeks to do this in many ways, for example

· Offering ultra low sulphur petrol in all their petrol filling stations and have Auto gas in 5 of their petrol filling stations.

· All overseas suppliers of fresh and frozen produce should be independently verified to EUREP GAP standards.

· By march 006 all livestock farms supplying into the premium meat range should

have Farm BAP in operation (biodiversity action plan) so far 16 farms have this.

In the Food industry, the competitive pressures are high and characterised by low margins

and quick inventory turnover. Sainsbury’s remain competitive by providing its distinctive

competencies to its customers, which are selection, quality, price, and convenience.



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