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Choose a British company, which you believe has achieved superior performance, as indicated by the competitive position, the fin
Pages 12 (3012 words)
The superior brand strength of Sainsbury’s BY YOU YOUR SCHOOL INFO HERE DATE HERE The superior brand strength of Sainsbury’s 1. Introduction J Sainsbury Plc is the third-largest supermarket chain in the United Kingdom, sustaining a current market share volume of 15.5 percent over major competitors such as Tesco, Asda, and Morrison’s (Thompson 2010).
Sainsbury’s ability to sustain a 15.5 percent market share in a dynamic and highly competitive market environment is a major accomplishment considering the very high costs of operations needed to sustain over 1000 hypermarkets, convenience stores and supermarkets requiring facility management and development capital allocation. With such high operating costs, lower-cost brand-building exercises become a critical component to establishing a name and reputation that is linked with quality and value. Sainsbury is able to maintain its third place market share in this industry due to the ability of the business to create positive brand attitude. Sainsbury uses its influential and vigorous focus on diversification of the business model as well as corporate social responsibility in order to gain market interest and long-term loyalty to the brand. The corporate values of Sainsbury, combined with effective promotion, continue to bring this brand top performance in this dynamic industry. This report will highlight all of the factors associated with brand development that bring Sainsbury market success with supplementary recommendations for improvement in brand conception. 2. ...
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