Sainsbury's Business Environment
Mission, vision, objectives, goals and core competence
Sainsbury's chain of supermarkets is the leading store of food retailing in Britain. A single store offers approximately thirty-two thousand varieties of products among them fresh produce and own brand comprising of fifty percent total products. A variety of grocery products and quality foods are sold by the chain of supermarkets. Additionally, they offer other services and products such as petrol stations, restaurants, coffee shops, pharmaceuticals, home ware, clothing, fish, meat, and bakery. The company emphasizes on the mission of "ensuring Sainsbury regains its greatness" (Comim & Qizilbash, 2008). Following this mission, the firm has established the following goals:
Delivering a regularly improving the experience of quality shopping to clients at fair prices for great products
Exceeding customer expectations for tasty, fresh, safe and healthy food to help ensure customers' lives are easier every day
The core values of Sainsbury include:
I. To get better every day; the business has focused its efforts on enhancing their services
II. To drive sales through great services; the provision of better services seeks to get higher sales for individual responsibility in team delivery. Although the company encourages team work, everyone is responsible to meet required service standards
III. Maintain simplicity; efficiency and simplicity in service delivery offered by the company
IV. Individual respect; every employee across the organization is respected
V. Treat the company money as your own; the company emphasizes that their revenue is aimed at improving the company and distribution
The core competencies of the business
Ensuring that the company regains its greatness is the focus of the company and the priority of the business agenda. Sainsbury attempts to get customer feedback and compare their products with rival products understanding what customers want as they eliminate obstacles. The company concentrates on dealing with factors that can enhance the company's services through accelerated features that help them reach their goals (Browne, 2011). To recreate a global customer appeal through the provision of better shopping experiences is the primary goal of the business. The provision of quality goods appears to be dependent on improved availability of products and services. The business has organized and arranged their stores in a manner that welcomes customers in a clean atmosphere. This seeks to minimize or reduce queues as service counters become very efficient.
Therefore, the underlying objective rests on the fact that great sales are driven by great services; this is the primary priority of Sainsbury. Customers are increasing demanding tasty, fresh, safe, and healthy foods, and Sainsbury aims to improve customer satisfaction and fulfill the above demands so that they can win customer loyalty. The healthy and premium product ranges are frequently made available and in large quantities. The aim of Sainsbury is to be part of customers' daily lives through the provision of weekly and daily grocery and food shopping needs and clothing, as well as other products. Because its size and locations, Sainsbury operates with the vision of being the market leader in the industry through the provision of products that meet customer needs (Great Britain., 2012).
Stakeholders' interests
For years, there has been an increasing awareness of the company that the managing of stakeholders' interests is critical to the success of the company. Stakeholders are always interested in contributing to major company decisions. If this is not met, the company risks reputational and financial costs. Sainsbury's treatment of its outsourced employees would precipitate consumer loyalty. Further, if the company does not take into considerations the livelihoods of surrounding neighborhoods, it would result in tremendous lawsuits against the business. Substantially, this argument proposes that if Sainsbury involves its stakeholders, the company might better decisions. They might acquire information, which otherwise might not be available, they can use local practical experiences and knowledge, moreover, the firm can ensure that cultural and social values are put into consideration (Comim & Qizilbash, 2008).
Ansoffs' strategic planning technique
Ansoff's growth matrix is used as a marketing plan tool by companies like Sainsbury to determine their market and product growth strategies. According to this matrix, Sainsbury's attempts to expand rely on whether it markets existing or new products. This growth matrix generates a series of possible growth strategies likely to set direction for Sainsbury's growth strategy. This has been summarized as follows:
Market penetration
This is a growth strategy whereby Sainsbury focuses on marketing existing goods in already existing markets. By adopting this strategy, Sainsbury seeks to achieve two major objectives:
I. Increase or maintain the current market share of existing goods - The business can accomplish this via combining competitive advertising, pricing strategies, sales promotions and investing more resources in personal selling.
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