heir competitiveness and enhancement of their already powerful and attractive brand.
Human Resource Policy: There is equal opportunities policy in Sainsbury on different functions like recruitment, promotional, training and development etc. Their policy basically focuses on keeping their staff motivated and providing them with proper training. These kinds of policies have enhanced the reputation of Sainsbury as a very good employer.
Having a good HR policy will only have positive results in terms of their competitiveness and brand as people will be more inclined towards joining with their team and most importantly staying with them.
Conveniently located: Due to its huge network of outlets there is always a Sainsbury nearby. This is a very good advantage to have which backs up the effects of the brand. Even if Sainsbury had built up a good brand most people will be only be interested in going to buy groceries and daily necessities if there is a Sainsbury close by. Groceries and daily necessities are prime products of Sainsbury and in order to boost their sales location is of prime importance.
Like I mentioned convenience is a key to a retailer's success and its wide spread outlet helps them to provide customers with opportunity to stay loyal to them.
Reliability and trust: Sainsbury have built up over the years, a sense of the trust and reliability among customers. Customers believe on Sainsbury that it would not compromise on health and safety issues. They also trust Sainsbury on providing very competitive prices for the products if not the cheapest.
When there is trust among customers about your product and services they will continue to remain your customers. Extra care is taken by Sainsbury and this will in future continue to boost their image.
Environment Friendly: Sainsbury has always been environmentally aware while performing its business. Some of Sainsbury's efforts are mentioned below:
It uses environment friendly till printers.
It gave away eco-friendly loo rolls as promotional offers.
It opened environment-friendly store in Dartmouth, Devon which was built with recycled materials and will help in reducing its energy bills.
It signed a landmark deal that has enabled the creation of a new ￡8 million wind project at Lochhead in Scotland, due to be completed in Summer 2009. The Power Purchase Agreement (PPA) means that Sainsbury's will purchase energy direct from A7 Lochhead Ltd. for the next ten years.
These efforts mean that customers will have in the back of their mind that Sainsbury is doing its part in the great cause of saving the environment. The reputation has been slowly building in this regard and will continue to grow further.
"Try something new today": Even by the slogan we can understand that there are a range of products available in similar categories. Sainsbury take every possible care to match the changing needs of the different cultures and communities with its products and on doing so provides multi choices to customers. For example, Frozen Chicken Tikka Masala (Indian dish), Chicken Dumplings (Chinese dish) etc found in Sainsbury.
This strength of Sainsbury means that it will increase its customer base, retain its customer by spoiling them with choice and attract new suppliers as well, boosting its competitive advantage and brand name in the process.
Weaknesses
Lack of international expansion
