The aim of this report is to provide an in-depth marketing analysis linked with the UK supermarket segment. The core idea here would be to develop an integrated research by highlighting one of the supermarkets and then developing core recommendations to improve the business presence in the market. It is important to highlight that the primary focus of the research is linked with the establishment of a more viable marketing strategy for ‘big 4’ supermarkets in the region. The report initially starts off with the development of a path to highlight the current supermarket situation in the market. The main focus here is to highlight the current market shares and the overall trends in the industry. This is followed by the choice of a single supermarket out of the big four. An analysis on that particular firm from the current market situation is conducted. This moves into the development of a marketing recommendation for the business. The main idea here is to develop a viable marketing strategy in order to improve the overall market visibility of the firm.
The aim of this section is to highlight the current landscape of the UK supermarket industry. Butler (2015) states that the UK supermarket industry is one of the most competitive areas of the country. There are a total of 4 key supermarkets in the region, namely Tesco, Asda, Sainsbury’s and Morrsions. The Economist (2015) highlights that together these four supermarkets have over 60% of the total market share and hence are fairly visible in the market. However, over the past 5-10 years a slow yet strategic shift has happened. The UK supermarket industry has seen an influx in discounted supermarkets such as Lidl and Aldi. This has had a direct impact on the consumer buying pattern and hence seen a direct shift on the current big 4 from a market development and share point of view. Butler (2015) states that the development of discounted firms are impacting the overall landscape of the market by in fluxing a shift in market share. Hence, from a big 4 point of view.
The focus of this report is based on Sainsbury as an organisation. Sainsbury currently has 16% of the market share and reported a revenue of GBP 23billion in 2014 (Sainsbury Annual Report, 2014). The organisation, since its inception has seen rapid development in its market share growth. However, Butler (2015) states that Sainsbury’s over the past decade has had a decline in its overall sales, with 2011 being one of the lowest revenue generation months for the business. This is clearly a sign of the firm losing traction in the market and therefore an indication that the organisation needs to revamp is current marketing strategy.
After establishing that as a firm Sainsbury needs to have a more visible approach to market its presence it is important to critically analyse the organisation’s current marketing strategy.
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