Why Sainsbury's Has Become the Supermarket Leader in the Uk?

Topics: Supermarket, Retailing, Marketing Pages: 9 (2596 words) Published: October 13, 2013
C REF EN ISHL GU EAN F ENT OR GL AN AG D OUN IONSTU E DAT DI S

Pre-sessional EAP Programme 2013

RESEARCH WRITING
STUDENT NUMBER STUDENT NAME TUTOR NAME TITLE WORD COUNT 1302466 Quan Cao Ginny Blackmore

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What has made Sainsbury’s become the supermarket leader in the UK market? 2240

I confirm that the material in this assignment is my own work and has not been submitted for any other course of study. I further declare that all source material used in its preparation has been acknowledged appropriately. I also confirm that I have kept a copy of this assignment and I give permission for my work to be used for future academic purposes. SIGNED:…………………………………………………………………………. DATE:………………………………………

University of Bristol Pre-sessional course: Module B September 2013

What has made Sainsbury’s become the supermarket leader in the UK market?

Name : Quan Cao Tutor: Ginny Blackmore Class:6016 Data: September 2, 2013

content
Abstract .......................................................................................................................... 2 Introduction .................................................................................................................... 2 Business environment analysis (life cycle) .................................................................... 3 The analysis of current strategy ..................................................................................... 4 SWOT analysis of current business performance .......................................................... 5 Recommendations for future development .................................................................... 8 Conclusion ................................................................................................................... 10 Bibliography ................................................................................................................ 10

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Abstract
There are various supermarkets in the UK and Sainsbury’s is most popular and typical one. Sainsbury’s has become the supermarket leader in the UK market, offering a huge range of merchandise, including both branded and own label products. In this essay, two analysis methods (life cycle analysis, SWOT analysis) are included. This research sets out to explain various features of Sainsbury’s, which have made Sainsbury’s become the retailer leader in the supermarket industry of the UK and will suggest some recommendations for the future development of Sainsbury’s.

Introduction
Sainsbury’s, one of the largest supermarkets in the UK, is engaged in grocery retailing through its supermarkets and convenience stores primarily in the UK. It has become the supermarket leader in the UK market, offering a range of goods, including both branded and own label products. There are various supermarkets in the UK and Sainsbury’s is most popular and typical one among them, which is why this supermarket was chosen for this essay.

A variety of features have led to Sainsbury’s becoming the supermarket leader of the UK. This research will start by giving life cycle analysis on current position of supermarket industry in the UK. It will then move on to provide the reasons why Sainsbury’s is the leader of supermarkets in the UK through the current strategy analysis and SWOT analysis for current business positioning of Sainsbury’s in the market. In addition, further development recommendations will be provided according to the life cycle, weakness and opportunity analysis from the perspectives of product, price and promotion.

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Business environment analysis (life cycle)
The life cycle analysis of products could provide a clear understanding of the current business position for companies and even the entire industry. In addition, it could also become the blueprint of future development trends. As shown in the first curve, the demand of product is thought to experience four stages. When the product is first...

Bibliography: 1 Annual Report & Financial Statements 2013. (n.d.). Retrieved 15 August 2013 from http://annualreport2013.j-sainsbury.co.uk/media/30869/sainsburys_ara.pdf 2 Besanko D, Dranove D, Shanley M, et al. Economics of strategy[M]. 2nd Edition, New York, John Wiley & Sons, 1998. 3 Company History of Morrisons. (n.d.). Retrieved 12 August 2013 from http://www.morrisons-corporate.com/About-us/Company-history/
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4 Sainsbury 's becomes the UK 's largest Freedom Food retailer.(n.d.). Retrieved 12 August 2013 from http://www.j-sainsbury.co.uk/media/latest-stories/2010/20100524-sainsburys-be comes-the-uks-largest-freedom-food-retailer/ 5 2010-based Population Projections Aberdeen City and Shire. (n.d.). Retrieved 16 August 2013 from http://www.aberdeencity.gov.uk/nmsruntime/saveasdialog.asp?lID=45250&sID=3365
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