This 23 page paper examines the UK supermarket chain Sainsbury’s from a marketing perspective. The paper starts with the history and current position, conducts a financial analysis and then carries out an in-depth SWOT analysis before examining the way that Sainsbury try to compete. This information is used to outline a strategy for Sainsbury to compete against companies such as Tesco and Wal-Mart, increase loyalty and regain lost market share. The bibliography cites 15 sources.
Name of Research Paper File: TS14_TEsainsbury.rtf
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1 Gross profit 10 Table 2 Return on capital employed 11 Table 3 Interest rate coverage 12 Table 4 Current ratio 13 Table 5 Quick Ratio 13 Table 6 Stockholding turnover and holding period 13
J Sainsbury are a long established and well known supermarket tat have diversified into other areas as well as the traditional supermarket retailing. The company are competing in an
increasing complex and competitive environment but as a result of changes in the environment they have seen the market share drop and both Tesco and Asda take the lead.
To examine the way in which Sainsbury can develop a strategy to compete successfully in the long term the compnay needs to understand its own position within the market and
how it may compete. 1.1 Aims and Methods The aim of this report is to assess the position of Sainburys the report will start with a brief history of the
company, look at the current business operations, the financial performance and consider the marketing strategy and look at a marketing audit. The paper will also use a SWOT analysis. This
can then lead to an assessment of potential future strategies. 1.2 Methodology Due to time and resources constraints the use of primary data will be limited to information from
Sainsburys that is in the public domain such as annual reports and press releases. Secondary data will be taken from a range or sources including other competing companys primary data
as well from trade and professional journals and magazines. There will also be reference to academic books and peer reviewed journals to identify and apply relevant theoretical frameworks. This will