J Sainsbury PLC是在金融服务的兴趣大英国的食品零售商。自1869以来，它的连锁超市经受住了竞争性零售业务的挑战，成为英国最长的主要食品零售连锁店。与传统的为客户提供健康、安全、新鲜、美味的食物确实来自Drury巷的一个小商店目前在Holborn总部的一个很长的路，伦敦。目前，它在一周内为1800万多家客户提供服务，市场占有率高达16%。随着502家超市已经随着时间的推移多元化其业务至290塞恩斯伯里的便利店，一个基于互联网的宅配购物服务和塞恩斯伯里银行。以互联网为基础的送货上门购物在英国家庭中占到了88%。他们清楚地确定了五个需要关注的地方，为了保持自己的优势在零售业务，这是一个公平的价格B）美食）加速增长互补的非食品范围C）达到更多的客户通过其他渠道D）增长超市空间E）积极开展物业管理。
Introduction 简介
J Sainsbury plc is a huge UK based food retailer with interest in financial services. Its chain of supermarkets has survived the challenges of competitive retail business since 1869, which makes it the longest standing major food retailing chain in UK. With the heritage of providing customers with healthy, safe, fresh and tasty food it has indeed come a long way from a small store from Drury lane to the current headquarter in Holborn, London. Currently it is serving over 18 million customers just in a week and have a market share of a staggering 16%. Along with its 502 supermarkets it has over the course of time diversified its business to 290 Sainsbury's convenience stores, an internet-based home delivery shopping service and Sainsbury's Bank. The internet-based home delivery shopping is available noticeably to about 88 percent of the UK households. They clearly identified five areas to focus on in order to maintain their superiority in the retail business which were a) Great food at fair prices b) Accelerating the growth of complementary non-food ranges c) Reaching more customers through additional channels d) Growing supermarket space e) Active property management.
Situation Review
In order to perform the situation review as a Marketing Consultant I have decided to conduct a SWOT analysis of J Sainsbury Plc. The reason behind my selection of SWOT analysis is that it has been used for a long time and is a trusted tool of strategic and marketing analysis. Its importance in reviewing the situation of a company is massive as it suggests ways in which the organisation can profit from strengths and opportunities and shield itself from weaknesses and threats (Adams, 2005). After the explanation of every SWOT elements of J Sainsbury Plc I've also mentioned the likely effect of such elements to their competitive advantages and brand. However it is a method that has to be used very carefully because if not thought or investigated properly the results will not provide the actual picture.
Strength
There are several strengths of Sainsbury that needs be highlighted when performing a situation review which are analysed below:
Sainsbury's as a brand: Brand of Sainsbury's stands it out amongst the crowd of other supermarkets. The goodwill that has been built over 140 years of service in its business is represented by its brand and that has several benefits like customer loyalty, brand familiarisation, increase and maintenance of customer belief etc. If Sainsbury's want to increase its outlets the cost involved for advertisement for the local areas will be far less than that for a smaller organisation with a lesser known brand. Having such a strong brand is definitely continue to enhance its competitive advantage as other new competitors will have a hard time building up such a good brand as it needs a lot of time and effort.
Use of effective Marketing Strategy: Sainsbury's like any other large company has to use effective marketing strategy. It has been doing so very well and which is why it stood up the test of time. Sainsbury's use of Jamie Oliver one of Britain's most high profile chefs who famously launched campaigns regarding healthy eating in different sections of the community in its advertisements can be considered as a very good marketing move. It was like using a renowned dentist to promote toothpaste as it adds to the customers the trust for healthy food for good price. The positive effects of the campaign were apparent as shown in the growth of the sales in Sainsbury's. With its effective marketing strategy Sainsbury is far likely to attract more customers and increase t
