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Marketing research and information - Essay Example

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This study is concerned about how customers, and even the public feel about J.Sainsbury, as a premier consumer enterprise, considering the fact that often traditional firms may find it difficult, or unwise, to evolve new stratagems to suit contemporaneous business, and unwilling to institute radical changes for better prospects.
In the case of JS, this has assumed more significance since the years 1993 onwards has proved tumultuous in its sedate history. However, it is seen that as a consequence of change in top leadership during 1993, the fortunes of JS declined and it lost its long standing market supremacy and has now been relegated into the third position after Tesco and Asda. It is quite possible that it could not institute aggressive competitive strategies and market driven techniques to retain its stronghold in the midst of strong rivalry from Asda and Tesco. "Leadership positions are maintained not only by responding to changing demand but by steering the market using innovative products and consumer education." (Gehlhar et al 2009).
It is seen that the main aspects that would impact customers would be in term so what added advantages and price cuts could be gained from purchasing from JS and it is
seen that "Sainsbury benefited from strong in-store offers and prices cuts, drawing new shoppers and once again increasing its share to just under 15 percent."
(Retail sales start to bloom in UK 2009).
The purpose of this brief are as follows:
1. To assess present attitudes of customers towards JS and how they perceive its current market position, vis--vis rivals and competitors in the retail food business.
2. The attitudes of non-customers towards JS and the basis for their reasoning. It could be seen in terms of creditors, government agencies or other third parties, including the general public, who may be shopping with JS's rival firms.
3. What differential advantages or benefits are possessed by JS, in the perspective of customers that rate them higher than others in the field
4. What the future prospects of JS are as rated in terms of its past and present performances
5. What are the implications of attitudinal issues in determining the future success of JS
Outline of possible method:
The methodology for his study could be in terms of group discussions, personal interviews and questionnaires with regard to the proposed study. The aspects of group discussions have been detailed in Task 2. The group discussions would be held with major customers of JS in order to assess their views on serviceability and operational aspects of JS. It is seen that the supply chain management system followed in JS is quite robust and close links have been developed with the vendors in order to ensure that replenishments are received in time and stores are filled with choicest food and non-food items demanded by customers. It could also be seen that aspects regarding individual choices and ...Show more
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J.Sainsbury is a widely respected chain store that has a 140-year old history in customer servicing and providing quality products at affordable prices. Its maxim of good quality at lower price has been at the core of its success story for many years of its history and has underpinned its supremacy for nearly 3 half centuries of trade in UK food sector, besides diversifying into banking, insurance and core financial areas.
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