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SWOT, PEST and Boston Matrix analysis for Sainsburys.

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Introduction

SWOT Analysis In order for Sainsbury's to be successful they need to consider certain factors. SWOT Analysis is a good method that can be used to ensure Sainsbury's consider all factors of the business. SWOT stands for: Strengths Weaknesses Opportunities Threats As swot analysis clearly outlines Strengths, Weaknesses Opportunities and Threats it is very clear to Sainsbury's what areas of the business they are successful in and which areas of the business need a little more work. Strengths * Quality Management * Customer Service * Organisation * Satisfying Needs * Technology * Delivery Service * Brand Strength Weaknesses * Expensive * Location Opportunities * Abroad * Expanded Product Range * Advertisements * New Products Threats * Competitors * Recession As with most forms of research and evaluation we will find that some aspects are easier to find than others, with a SWOT analysis it is much easier to highlight Internal Factors (which are the Strengths and Weaknesses of the business) than it is to highlight External Factors (which are the Opportunities and Threats to the business). Therefore other methods need to be explored to identify more factors that may affect the business. Ansoff Matrix Another method that may be used to identify more aspects relevant to Sainsbury's could be Ansoff Matrix. The Ansoff Growth matrix is a tool that helps a business decide their product and market growth strategy. ...read more.

Middle

Though the product life cycle identifies the stage the range is at within the business it does not show us this compared to the market as a whole, so we have no idea how well the product is doing compared to our competitors similar ranges. It also does not mention how much time it has taken to get to this stage in the market as well as this no number of sales has been shown, so though it looks like sales are doing well compared to the market as a whole this may be very small. It also doesn't show how much money the business is making and the cost of running the business. I believe all the above techniques are very good at helping to make marketing decisions as it shows us what point the business/product is at and suggests how to improve the business as a whole or improve the individual products performance. As a whole Sainsbury's is performing quite well. It has many more strengths and opportunities than weaknesses and threats and also has a wide product range. Sainsbury's 'taste the difference' range is also at a mature level. Improvements could be made by having lower priced products for those who have been affected more than others by the credit crunch. Also Sainsbury's could have more stores located closer to family homes, this may convince people to use Sainsbury's more as at the moment Sainsbury's stores are mostly located away from busy areas. ...read more.

Conclusion

It includes: breads, ready meals, fruit and vegetables, cheese, meat and grocery items. Sainsbury's also has several competitors offering the same sort of service to their customers. One of these is Morrisons, who offer 'The Best' range. For Sainsbury's to remain more valued by customers it must continuously monitor competitors such as Morrisons to ensure their products are of higher quality and better prices. Sainsbury's could improve their level of custom by developing their marketing strategy further. They could offer more products at 'save cost' prices. They could also begin to put save money vouchers on packaging of products to convince customers to buy products. Another method Sainsbury's could use could be buy something get something half price (e.g. buy pasta sauce get pasta half price). As we are currently in a credit crunch offers such as these will appeal to customers. Also Sainsbury's could offer a service of catering for foods which could attract people from other cultures. (e.g. introducing Halaal meat could gain much custom from Halaal food eating members of the public) catering to other cultures could gain much more custom and interest for Sainsbury's. Another way Sainsbury's could improve their level of custom could be to open more stores in locations close to family homes. This would mean that individuals or families that do not have means of transport can also visit the store. This could build up the level of interest for Sainsbury's dramatically if stores are opened in the correct location(s). ?? ?? ?? ?? ...read more.

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This has been a good and mostly accurate introduction to some key marketing concepts. The writer has attempted to apply the subject matter as well. It lacks depth but this is compensated by the range of subjects discussed.

Marked by teacher Dennis Salter 15/05/2013

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