Statistics Project, Marketing

Project description

D financial analysis of Sainsbury’s upon the objectives. Objectives To increase market share by 5% in the next 2 years oFocusing on market penetration by acquiring new customers from competitors and maintaining existing customers oDeveloping and launching new product ranges that meet demand and needs of customers oIntroducing promotional campaigns to encourage shoppers spending oImproving online services and boost online sales To increase customer satisfaction by 3% based on deviation rate (See Appendix 10) oLeveling up the quality of products and services oRetaining positive Greens image
Future Strategic Direction
Current situation
Firstly, Sainsbury’s has limited business extension only in the UK due to inexperienced management and operation in going abroad. According to this, market extension is not a qualified choice in this recent time. Secondly, shoppers tend to spend less at Sainsbury’s because of its higher prices compared to competitors’ (ITV News, 2014). Thirdly, its online website needs to be improved to compete with Tesco’s and Asda’s (Mintel, 2014). There is an online problem on deliveries and also few collection points for online click and collect. Lastly, TU clothing brand under J Sainsbury has lower performance compared to F&F at Tesco and George at Asda (Mintel, 2014).
Objectives
•    To increase market share by 5% in the next 2 years
o    Focusing on market penetration by acquiring new customers from competitors and maintaining existing customers
o    Developing and launching new product ranges that meet demand and needs of customers
o    Introducing promotional campaigns to encourage shopper’s spending
o    Improving online services and boost online sales
•    To increase customer satisfaction by 3% based on deviation rate (See Appendix 10)
o    Leveling up the quality of products and services
o    Retaining positive ‘Greens’ image
Marketing Strategy
Porter’s Generic Strategies

Cost leadership is the key strategy to attract new customers and encourage shoppers to purchase more. Although the retail did not offer the lowest prices, it can provide a wide range of high quality products and services to raise customer satisfaction. The large gap between benefits and its costs enable the company to provide cost advantage to customers.
Ansoff Matrix
Market Penetration is focused to gain new customers by launching new promotions and retain existing one by loyalty club card. Since the Nectar point will be cut next year, another extra value, such (new solution) is prepared to maintain longer relationship.
Product Development is
Segmentation Target Position

Appendix 10:

Sources: Mintel, 2013

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