The business began as a family owned venture, but later changed ownership in 2011 to include shareholders such as Qatar investment Authority who are currently the majority shareholders for this supermarket chain. Despite the challenge they experienced by Tesco who beat them to be the market leader in 1995 and demotion by Asda to be in the third place in 2003, the store rose again to be second largest supermarket in 2013 thrashing Asda. With this, this essay will develop the supermarket’s profile within its target market using the demographic, behavioral, psychographic, and geographic factors. Further, the essay will delve into a well-researched PEST analysis with emphasis on the relevant variables that would have an impact on the Sainsbury chain of supermarkets. Lastly, the essay will give recommendations to the store’s marketing mix based on the PEST results in tandem with the needs and wants of its target market with the aim of increasing its competitive advantage.
Sainsbury Supermarkets is one of the established by J Sainsbury Plc and it is the third largest significant supermarket chain in Britain because of its 16.3 share presence in the market.
The majority shares belong to the royal family of Qatar who hold up to twenty six percent of the overall shares in the supermarket chain. Presently, the supermarket store has a listing on the stock market in London and is a part of the FTSE 100 Index 1. Businesses operated by Sainsbury The parent Company J Sainsbury plc operates five hundred and eighty three supermarket stores, five hundred and twenty three convenience stores, and the Sainsbury bank entities. Employees As per the standing data, Sainsbury offers employment to at least one hundred and fifty seven thousand people as of the 2013 obtained data. Geographical area of operation The supermarket stores mainly has establishments in the United Kingdom meaning that it does not have stores in other nations. Sainsbury revenue: The annual profit recorded by the company in 2013 stood at 788,000,000 Pounds pre tax and the total sales excluding VAT was at 25,632 pounds. Basic annual share earnings for Sainsbury supermarkets The full year dividend per share earnings for 2013 was at 16.7 per share making the basic share earnings to be at 30.7p. Management team The stores head or Chairman is Mr. Tyler David while the Chief Executive Officer is Mr. King Justin 2. Mr. Rogers John is the acting Chief Financial Officer for the supermarkets where the three operate from the head office in London. Location of the Sainsbury head office The physical location of J Sainsbury Plc is at 33 Holborn in London at ECIN 2HT. Environmental impact assessment Ideally, Sainsbury impacts the environment through the energy usage at their facilities, food packaging wastes, and through the transport and distribution aspects of the company. The carbon footprint by the supermarkets amounts to 60% with the contribution being by the lighting, refrigeration, and lighting systems used by the store. Environmental compliance The supermarket conforms to the ideal requirements and practices making eighteen of its deposits to receive ISO 14001 certification. Customer basis for Sainsbury On a weekly basis, Sainsbury supermarket serves at least eighteen million customers in which the store also operates an online shopping store and delivery service. The