The retail industry is one of the oldest industrial sectors of UK having its roots based in the 19th century. An article in “The Financial Times” about Sainsbury’s dropping sales and consequently market shares triggered the research topic and we drove ourselves to the history of supermarkets to reveal the secret behind the big giants (Tesco, Sainsbury’s and ASDA) fighting for the top position in the market. The reason to select Sainsbury’s rather than other two foes from the flock was the interesting reign of Sainsbury’s in past 100 years of business. l The article first illustrates the supermarket retailer’s background and outlines the present problems. l Secondly, it analyzes the perception of customers towards the current supermarkets and the extent to which their needs are satisfied by Sainsbury’s. l Finally, the possible solutions are evaluated and it indicates some recommendations for implementation. The work established in the following research is purely based on a quantitative data collection and scrutiny with a wide implementation of literature and marketing research tools. In the following research work, we, group of five students, have cloaked the role of researchers and reaped a considerable amount of sagacious know-how about conducting a research and using marketing research gears in different areas of research.
Sainsbury’s Supermarket is the longest standing major food retailing chain in the UK, with their first store opened in 1869. The mission and policy of Sainsbury’s is to provide customers with healthy, safe, fresh and tasty food. The quality and fair prices of Sainsbury’s is taking responsibility to their business. Sainsbury’s stores have particularly emphasized on fresh food and they devote themselves to create continuous innovation. Moreover, they are concerned about customer needs and based on these needs improve products regularly. Its market share is around 16 % and now they serve over 18 million customers a week. Sainsbury’s own 455 supermarkets and 301 convenience stores, the type of these stores are categorized into 3 types, which are “Main Mission” outlets, “Main Plus format” stores (hypermarkets),and “Mixed mission format” shops (Sainsbury’s Central and Local). The large stores offer approximately 30,000 products and offer and support the non-food products and services in many of their stores. Around 88% of British households are provided by the internet-based home delivery shopping service. At present, Sainsbury’s is the third biggest supermarket chain in Britain after the country’s largest retailer Tesco and Wal-Mart owned ASDA. Their business mission is to be the consumer’s first choice for food, delivering products of outstanding quality and great service at a competitive cost working ‘faster, simpler and together.'(https://www.sainsburys.co.uk/sol/index.jsp, N.D)
Sainsbury’s used to take the biggest slice of the whole retail market in the UK. However, since 1995, Tesco started with their membership cards, and out of blue their sales have increased rapidly. Sainsbury’s became the third biggest supermarket chain in Britain after the country’s largest retailer Tesco and Wal-Mart owned Asda.
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