....................................................................... 4.0 The Sainsbury Style Service Model......................................................................... 5.0 Entry Strategy, Targeting Strategies and Critical Dimensions of Marketing Mix. 6.0 Marketing Objectives............................................................................................... 7.0 Conclusion References EXECUTIVE SUMMARY Sainsbury, a renowned UK grocery retailer, is currently seeking diversification strategies to sustain its revenue growth in a highly competitive environment where competitive rivalry often dictates business strategy direction. Sainsbury will be expanding into personal grooming services targeted primarily at young male adult consumers between the ages of 18 and 34. This service model will be positioning under premiumisation strategies justified by years of brand loyalty achieved by the business through consistent and socially responsible marketing efforts. To achieve objectives of improving revenue by 18 percent, the new service, Sainsbury Style, must align the most critical dimension of business strategy, the promotion function in the marketing mix, with key lifestyle and attitudinal factors for this target segment. Sainsbury Style 1.0 Introduction Sainsbury’s is one of the largest grocery retailers in the United Kingdom, maintaining approximately a 16 percent market share over such competitors as Morrison’s and Tesco. In recent years, in this oligopolistic market structure, major competition to Sainsbury has begun diversification strategies in order to gain a market share and improve its revenue position through new market engagement. An oligopoly is a market environment with very few large competitors and where competitive rivalry is important external threats (Boyes and Melvin, 2005). In order to compete successfully, Sainsbury must begin providing supplementary services unrelated to grocery procurement with a private label brand focus. Tesco, its largest competitor, witnessed a 100 percent growth in private label brands from 1982 to 2004 (Coriolis Research, 2004). To effectively diversify, Sainsbury will be launching the Sainsbury Style service, a hair styling, sculpting and consultation service targeted primarily at young male consumers, a private brand benchmarking existing promotional success for private label food promotions. 2.0 Methodology Examination of trade-related publications, corporate annual reports, and research literature on psychographic segmentation and targeting was conducted to gain a richer perspective on the opportunities of diversification for Sainsbury. In order to successfully launch this new service concept at the organisation, trends in consumer purchasing of personal beauty products and services were necessary to predict revenue growth and demand in the desired male target market group. 3.0 Situation and Market Analyses Sainsbury has had difficulty in gaining a market share over major competition such as Tesco as it is becoming commonplace for these major grocery competitors to select diversification strategies to maximise revenue growth in a rapidly maturing industry. Sainsbury has managed, through years of effective integrated marketing strategies, to establish a well-recognised and favoured brand in diverse market segments. The business must capitalise on its brand personality to realise an effective launch of Sainsbury Style. 3.1 PEST and SWOT Analyses Research did not uncover any imperative political factors ...
Cite this document
(“Take a company of your choice... Describe how you would launch a new Essay”, n.d.)
Retrieved from https://studentshare.net/marketing/84896-take-a-company-of-your-choice-describe-how-you
(Take a Company of Your Choice... Describe How You Would Launch a New Essay)
“Take a Company of Your Choice... Describe How You Would Launch a New Essay”, n.d. https://studentshare.net/marketing/84896-take-a-company-of-your-choice-describe-how-you.
This essay discovers the view on sex and sexuality. In order to understand the true essence of sex one has to understand the reaction it causes. In American culture, sex is something that is more of a way of expression of love and attraction towards the opposite gender and this view is totally different than the view formed in the Eastern culture.
The key objective of an organization's marketing efforts is to develop satisfying relationships with customers that benefit both the customer and the organization. These efforts lead marketing to serve an important role within most organizations and within society.
This paper aims to develop a marketing plan which focuses on how to promote the dual-SIM feature of the handset that a mobile phone manufacturer is going to launch. This paper first analyses the market according to demand, supply, then effective
sibility in an attempt to differentiate themselves from each other and keep track with the changing preferences of the sophisticated, health and environment conscious segment in most European societies. Supermarkets in Europe are investing time and effort into the accomplishment
So that it is the duty of the project manager to study about the environmental aspects of area before launching a project. Here our company is planning to build a new Wind Power generation station in England. The
y since 2000 saw its revenue double as its customers quadrupled resulting in revenue of more than £60.7 billion in revenue in 2010 an increase of 7.1% from the previous year (Palacios-Marqués & Devece-Carañana, 2013). Owing to the significance of size within the
The operations management has taken several steps to place the company at an advantage over the competition. One of the approaches that McDonald’s adopted was a Kid’s gadget in their Happy Meals (Gubamn & Russel, 2006). The
Coca-Cola is one of the most well-known and profitable companies that has impacted people’s lifestyles for many years.
Coca-Cola is a beverage company that manufactures and market non-alcoholic beverage concentrates and syrups. The Coca-Coca company,