Market Structure Assignment

Exploring Corporate Strategy
ECS8C_C01.qxd 22/10/2007 11:54 Page 597 CASE STUDIES ECS8C_C01.qxd 22/10/2007
11:54 Page 598 ECS8C_C01.qxd 22/10/2007 11:54 Page 599 Guide to using the case studies The
main text of this book includes 87 short illustrations and 15 case examples which have been chosen
to enlarge specific issues in the text and/or provide practical examples of how business and public
sector organisations are managing strategic issues. The case studies which follow allow the reader to
extend this linking of theory and practice further by analysing the strategic issues of specific
organisations in much greater depth – and often providing 'solutions' to some of the problems or
difficulties identified in the case. There ... Show more content on Helpwriting.net ...
Pharmaceutical Industry – global forces at work in the ethical pharmaceutical industry. TUI –
competitive forces in the travel industry. HiFi – how can small players survive changing markets?
Amazon (B) – latest developments in a successful dot.com. Formula One – developing the
capabilities for competitive success in a hi–tech industry. Manchester United – clash of expectations
in the football world. Salvation Army – strategic challenges for a global not–for–profit organisation
with a mission. Bayer MS –

Marketing MA Management and International Business Essay
Marketing MA Management and International Business
Introduction
CRM is a term for methodologists, technologies and e–commerce capabilities –used by companies
to manage customer relationships.
(Foss, 2001:1) It is also called customer management, customer care and sometimes customer
centricity or customer–centric management.
(Brown, 2000:1)
All the names and definitions of CRM have customer, as its core–it is the management of customer
relationships, which attempts to revolutionize marketing and reshape entire business models.
To survive and grow the business must make a profit. To make a profit it has to find people who are
willing to pay more for its products/services than they cost. Therefore profit comes from ... Show
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It is the result of the company creating such conditions for the customer so that the latter continue to
purchase from the organization –preferably for lifetime. For retailers the benefits of having loyal
customer base are enormous.
These are just few of them:
1. Companies can boost profits by almost 100 percent by retaining just 5 percent more of their
customers"( Reichheld, 1996)
2. It costs much less to keep a customer than it does to– recruit one.
3. Advertising costs are reduced. A loyal customer acts as an advocate of the company and helps
attract new customers. (Word –of– mouth advertising) (Lecture notes, 2004)
The question is: "Can the customer loyalty be created and retained for life these days?" or
"Is the loyalty a 'Holy Grail' and the retailers can only achieve a slight margin of preference for
certain time?"
A small survey into the types of consumers according to their degree of loyalty, the loyalty schemes

with its advantages and drawbacks will possibly shed more light into this topic.
According to J.Cross (2004) there are four main types of customers:
1. Switchers
In any market there are customers who are loyal to the suppliers

Business Report : Sainsbury 's Plc
Sainsbury's strategy follows with their quote 'We will make our customers' lives easier. Great
quality. Great prices. Whenever and wherever' or following with their motto 'Live well for less',
setting goals to possibly retain consumers by making lives easier everyday by putting out fair prices
and quality services to all. To pursue their goals Sainsbury's have their stores in key locations that
are growing significantly in both convenience and discount stores. J Sainsbury's plc (2015) Strategic
Report is divided in two sections; the non–financial KPIs such as: product quality, Like–for–Like
Transactions, Price perception, Sales growth, Service growth by Area/Channel, Availability and
Customer Service that focuses on social responsibility as Fredrick (1960) and Friedman (1970)
agrees in taking opportunities to fulfil the needs of stakeholders be it efficiency, that too ensuring the
management board follows governance, codes and compliance to minimise risks which enhances the
socio–economic welfare as well as increasing strategies on financial KPIs following; Underlying
Profit before Tax, Basic Earnings per Share, Cost Savings, Operating Cash–flow and Dividend per
Share, hence keeping the balance sheets strong. Correspondingly, measuring profitability becomes
important for shareholders, creditors, suppliers and investors: the question is whether there is a
correlation between increased social responsibilities in increasing profits. In this essay, the KPIs that
relate to social

P4 Unit 4 Marketing
ASSIGNMENT COVER SHEET
Name: Stacey Dwyer
Address:
26 Cleeves Close, Warrington, Cheshire
Post code / Zip: WA1 2JH
Telephone No: 07432111670
Email Address: Stacey.dwyer@drschaer.com
Date: 01.06.2015
Course Name: Edexcel BTEC Level 4 HNC Business
Tutor Name: Mark Connelly
Assignment Name: Unit 4 Marketing
PLEASE NOTE: YOU SHOULD INCLUDE THIS INFORMATION with EVERY ASSIGNMENT.
Brighton School of Business and Management Limited
Edexcel BTEC Level 4 HNC Business
Unit 4: Marketing
Student Number: 7068HNCB
Introduction
In this modern society, marketers have a desire to build a customer driven marketing strategy, in a
view to creating lasting customer relationships, to do this they can use one of the five marketing

management philosophies which consist of production, product, selling, marketing and societal, and
finally marketing concept. The suitableness of these philosophies depends on the nature of the
business and its target market. This report will discuss each of these philosophies for a particular
product, with comparisons.
One of the most important concepts of marketing is the marketing mix. The marketing mix must be
delivered in the right way to the right people at the right time, it is important that all elements are
given equal and balanced importance and managed. The marketing mix is considered as the blend
and batter of the ingredients which determines the appreciation by the consumers.
1

Sainsbury's Executive Summary
Sainsbury's incentives are in making lives easier by delivering fair prices and quality services; for
example, their focus on location has led to growth in both convenience and discount stores. J
Sainsbury plc (2015) Strategic Report is divided into two sections; the non–financial KPIs are:
Product Quality, Like–for–Like Transactions, Price Perception, Sales Growth and Service Growth,
Availability and Customer Service that focuses on social responsibility. Fredrick (1960) agrees in
taking opportunities to fulfil the needs of stakeholders where means of production should be
employed efficiently enhancing the socio–economic welfare that increases strategies on financial
KPIs following: Underlying Profit before Tax, Earnings per Share, Cost Savings, ... Show more
content on Helpwriting.net ...
Sainsbury's use of a running theme encourages customers to try something new, portraying that
Sainsbury's have a wide array of products which customers should try out for a new and exciting
experience. J Sainsbury plc (2015) uses marketing strategies such as seasonal campaigns which saw
growth of 7% last year in general merchandise business from a relatively low market share base.
Recently, Sheffield (2015) reported Sainsbury's to have beat John Lewis in Christmas advertising
campaigns with nearly 37m online views, increasing sales on soft toys and children books becoming
its bestseller featuring Mog's Christmas Calamity. Trustnet (2016) revealed that the books alone
totaled more than £1.5m which is to be donated to Save the Children, supporting to improve child
literacy in the UK. These initiatives have been effective expressed by Business Reporter (2016),
helping Sainsbury's to gain market share from 16.9 % to 17%. Therefore the effectiveness of a
marketing strategy correlates to better financial

Business Report : Sainsbury's Plc
Sainsbury's incentivise in making lives easier by delivering fair prices and quality services; location
being key focus for both convenience and discount stores increasingly growing, enticing more
consumers every day. J Sainsbury's plc (2015) Strategic Report is divided in two sections; the non–
financial KPIs are: Product Quality, Like–for–Like Transactions, Price perception, Sales growth,
Service growth by Area/Channel, Availability and Customer Service that focuses on social
responsibility as Fredrick (1960) and Friedman (1970) agrees in taking opportunities to fulfil the
needs of stakeholders be it efficiency, that too ensuring the management follows governance, codes
and compliance to minimise risks which enhances the socio–economic ... Show more content on
Helpwriting.net ...
In the last two years, sale growth and dividends have been growing hence attracts investors but in
2014/15 declines were seen. This shows specific targets are measurable demonstrating that
businesses are just not about making a profit but impersonates that if known to people, Sainsbury's
will be viewed as ethical and green thus increasing possibilities in enticing and retaining consumers
than their competitors. Furthermore, measures of profitability such as expenses, labour cost and
sales revenue in relations to business resource derives a degree of success towards business
objectives. Gross profit margin measures differences between cost of sales and sales revenue; a
measure of profitability in purchasing and selling before expenses. From Sainsbury's income
statement: gross profit margin saw a decline by 0.71%, that too both gross profit and revenue
decreased, perhaps sales prices were higher or decreases in purchasing. The Yorkshire Post (2015)
suggests that Sainsbury's growth sales for online have risen overall; the strategic report supports
there has been a fall in sale growth in supermarkets but as total sales growth it contributes to
increased revenue with food price deflation, price reduction and price matches impacting
performance also. Robinson (2014) expresses Lidl and Aldi have been serving more customers

Loyalty Programs in Indian Retail
Retail Loyalty Programs
Loyalty Programs in retail : An overview
What is a loyalty program ?
Loyalty programs are the schemes designed with an intention to retain existing customers and attract
new customers by rewarding a customer with both hard and soft benefits for his loyalty and
patronage.
Classification
Loyalty programs (either ‘on the shop delivery ' or ‘web based ') can be classified either based on
types of rewards and recognition tools used or the mechanism by which customers earn their
rewards.
Classification based on the mechanism by which customers earn their rewards :
1. Earning points towards a reward of free or discounted product.
Such kind of approach is normally used in applications where there is high transaction ... Show
Page 7 of 21
CASPIAN and No–cards shoppers are some of the numerous anti–loyalty programs consumer
groups active across the globe
Benefits of Loyalty programs:
>Retention
>Up gradation of shoppers
>Valuable data
>Increased sales
>Increased footfalls
>Brand reinforcement
IIFT_NCS – Paper writing contest
Essentials of a successful loyalty program
Before discussing essential elements of a successful loyalty program, it is critical to understand that
there are a lot of strategic issues that a company should consider before deciding whether it should
go ahead with a loyalty program or not .Also, there should be a proper alignment between an
organization 's strategy, its business model and customer 's needs and preferences. Now let us look at
what successful loyalty programs all over the world have in common:
Realistic and focused program objectives
A well designed loyalty program would have specific measurable objectives and targets, for
example aiming at 5% annual increase in sale. Clear objectives helps a retailer to design appropriate
loyalty strategies targeted at specific segments and

Communication : A Important Factor
Communication Communication is another important factor that needs to consider for building
relationship with customer and make them loyal. Communication needs to be two way between
customer and company. Social media platform has enriched communications among people.
Therefore, it has open up new opportunity for companies to interact with customer more. Companies
can open up their page to increase interaction with the customer on social media platform. On the
other, customers also interested to interact with brands page and know brand their opinion, thoughts
and views. According to (Nduisi, 2007), state that communication is the important way to build
awareness, understanding customer preference and motivate customer to make them loyal to the
company. Communication is an interactive dialogue between company and its customer. Some
scholars underscored significance of communication of building relationship with customer.
However, it has been now turn into an indispensable part of customer loyalty or retention strategies
because of technological evolution. Social media platform has open up opportunities both for
customers and brand to communicate at any time, at any cause. 'Customer and brand relationship
can be improved by improving relationship quality and also help to build long lasting relationship"
(Jaya chandra, 2005). In (2012, Kavah, ), has developed a new model where he uncovered that
among trust, commitment, satisfaction, purchase intention, communication has

Amity Sol Marketing Management Assignment
SECTION A
ANSWER 1..
Marketing management is the analysis, planning, implementation and control of programs designed
to create, build, and maintain beneficial exchanges with target buyers for the purpose of achieving
organizational objectives.
The various management philosophies are: a. The production concept: This concept is one of the
oldest philosophies that guides sellers. The first occurs when the demand for a product exceeds the
supply. The second situation occurs when the product's cost is too high and improved productivity is
needed to bring it down. b. The product concept: This concept holds that cosumers will favor
products that offer the most quality, performance, and innovative features and that an organization ...
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The first decision is about the level of marketing expenditures needed to achieve the firm's
marketing objectives. The second Design decision is how to divide the total marketing budget
among the various tools in the marketing mix: product, price, place, and promotion.19 And the third
decision is how to allocate the marketing budget to the various products, channels, promotion
media, and sales areas.
4. Managing the marketing effort. In this step (discussed later in this chapter), marketers organize
the firm's marketing resources to implement and control the marketing plan. Because of surprises
and disappointments as marketing plans are implemented, the company also needs feedback and
control. Figure 1–9 presents a grand summary of the marketing process and the factors that shape
the company's marketing strategy.
The Nature and Contents of a Marketing Plan
The marketing plan created for each product line or brand is one of the most important outputs of
planning for the marketing process. A typical marketing plan has eight sections:
➤ Executive summary and table of contents: This brief summary outlines the plan's main goals and
recommendations; it is followed by a table of contents.
➤ Current marketing situation: This section presents relevant background data on sales, costs,
profits, the market, competitors, distribution,

Barclaycard
BY RIHAM TAIB Table of Contents Barclaycard Case Report and Summary Critical Issues Current
Performance o Financial Performance o Customer Performance o Internal Current Performance o
Internal Long–term Performance External Environment Analysis o STEP Analysis o Porters Five
Forces o External Factor Analysis o Industry Analysis (Porter) o Competitor Analysis o Competitive
Intelligence Internal Environment Analysis o Internal Factor Analysis o Organizational Culture o
Organization Key success factors o Resource Based Model Analysis o Value Chain Analysis o BCG
Growth Matrix Strategy Recommendations o SWOT o TOWS Strategy Possible Recommendations
Justifications and Strategy Choice ... Show more content on Helpwriting.net ...
It was found in one instance that certain markets that Barclaycard are in have potential to grow
substantially but are currently performing poorly due to the need for extensive investment. This for
the time being is not the ideal strategy as the organization needs to embrace a complete paradigm
shift in strategy direction. 3. Justifications Justifying the recommendations Justification of the
recommendations is a vital part in this analysis of Barclaycard especially considering the triple loop
(emergent) approach that formed the basis for the development and execution of the strategies
developed. As it was found in one instance, the current developments in 2003 have created several
new technology based solutions for banking services. Considering the emergent approach one again
means that this is the nature of strategy that Barclaycard must consider carefully as it presents a
completely new direction for the organization. 4. Action Plan Producing a timetable of events in
order to implement the strategy Below is a sample section of the implemented action plan for
Barclaycard (2003) following the triple loop 'emergent' model: Current Performance Financial
Source: http://www.investor.barclays.co.uk Barclaycard 2003 2002 2001 £m £m £m Net interest
income 1,037 886 815 Net fees and commissions 793 696 577 Other

Sainsbury's Strategic Report ( 2015 )
Sainsbury's strategy follows with their quote 'We will make our customers' lives easier. Great
quality. Great prices. Whenever and wherever' or following with their motto 'Live well for less'. It is
believed that their goals to retain the customers by making lives easier everyday by putting out fair
prices and quality services to all. To peruse their goals Sainsbury's have their stores in key locations
so that they offer great quality products and services at fair prices all the time; changing the
dynamics of the industry to suit the customers lives. Sainsbury's Strategic Report (2015) is divided
in two sections; the non–financial KPIs are as follows: product quality, Like for Like Transactions,
Price perception, Sales growth, Service ... Show more content on Helpwriting.net ...
Sainsbury's use KPIs in measuring the rate of change the most, for example by observing the trends
of revenue per customer in the present and last quarters meaning the significance of a trend–line
going down would be that businesses would need to look at the reasoning. This shows specific
targets can be measured but also shows that they are just not about making a profit but impersonates
that if known to people then they will view Sainsbury's as ethical and green so that they are more
likely to want to buy from Sainsbury's than other competitors. The sale growth and the dividends
have been growing in the last two years shows that Sainsbury's have been making progress and as a
business, investors would be interested in. However, in 2014/15 the sale growth have decreased and
as a result the dividends have also decreased. To take this further, a measure of profitability can be
derived to see the degree of success towards business objectives in terms of profit. It express the
generated profit such as expenses, labour cost and sales revenue in relation to a company 's business
resource. Gross profit margin measures differences between cost of sales and sales revenue, in other
words a measure of profitability in purchasing and selling before any other expenses are taken into

Organisational Culture of Aldi
Executive summary In an effort to better understand one of the main important aspects of
Organisational Behaviour; Organisational culture change, one of the most important aspects of the
Organisation was identified for study. This report will provide an insight on the Organisational
culture of Aldi, and provide a possible methodology for organisational culture change . This report
therefore gives an analysis of the current culture of the organisation, referring to the present business
practices and the values and ways in which the organisation is run. Despite the effectiveness of this
current culture, and the challenges of 'change' of any sort, there ... Show more content on
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Culture can be defined as a set of shared values, shared beliefs and customary ways of thinking
doing things, which shape and guides the ways of organisational members. Culture is therefore very
crucial as it has the ability to influence the processes or the activities of employees and the
functioning of the organisation without necessarily imposing measures and control. All
Organisations posses a distinct form of culture with some having more than a single culture. This
culture is usually very difficult to measure, change and most especially change. This report is going
to present the current culture of Aldi, critically examining its current culture and possible proposal
for a change in culture. It identifies the current organisational culture, its strengths and weaknesses
and make recommendations necessary for an organisational culture change. A descriptive
methodology will be used to determine the current culture of the Organisation, through research and
survey from the Organisation's website and from current employees. This is going to give us a
general picture of the current culture and also analysed to determine how effective the current
culture is. Having given a brief summary of what this report is going to contain, I will now discuss

Essay on bussines stretegy LOLC 1
Task 1.1 Describe the business strategy in the context of selected organization (vision, mission,
objective, goal, core competencies) I selected Cargill's Ceylon PLC which is under register the
Colombo stock exchange. History of Cargill's Ceylon PLC Cargill's Ceylon PLC the Sri Lankan
giant in retail supermarket and food industry was established in 1844 which was built on a strong
foundation of values and ethics guided by trusted leadership for the development of the food
industry. Cargill's dominates the supermarket chain being the largest retailer with more than 200
outlets across the island .The group also boasts of its manufacturing brands such as Cargill's
Supremo /Finest (processed meats), Cargill's Kist( biscuits ,jams, sauces, ... Show more content on
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Mission The road map in achieving the vision could be considered as the mission statement .A
mission statement describes the basic functions in society in terms of the products and services it
produces for the client .Mission is what the company wants to achieve by starting the business. This
must be reexamined and refreshed periodically if an organization is to remain dynamic amidst the
ever changing competitive environment. Mission statements describe the overall purpose of an
organization 1. What you do? 2. Who you do it for? 3. How and why you do it? Figure 4.1
Reviewing the mission gets an organization back to basics in which brings your focus back The
essential activity of determining whom you serve can be a wake–up call for organizations that have
started to twist their activities to meet the needs other stakeholders and not their actual clients. 1.
The Cargill's Ceylon PLCs mission statement Serve the rural community, our customers and all
other stakeholders, through our core Business – food with love – and other related businesses, based
on the three main principles of reducing the cost of living enhancing youth skills bridging regional
disparity The Mission statement has Cargill's wining idea of "competing in terms of price 'thereby
reducing the cost of living of Sri Lankans. Further we have been successful in enhancing youth

Assignment Sainsbury
INTRODUCTION OF SAINSBURY:– J Sainsbury plc (Sainsbury) is a retail chain based in the UK.
Sainsbury is engaged in grocery retailing through its supermarkets and convenience stores
principally in the UK. The company operates its business through three divisions, namely, Retailing,
Financial Services and Property Investment. Sainsbury serves its customers through a chain of 537
supermarkets and 335 convenience stores under the brand Sainsburys, and financial services via
Sainsburys Bank. Sainsbury offers around 30,000 food and non–food products and services. The
company is headquartered in London, the UK J Sainsbury plc Key Recent Developments Mar 11,
2010: Sainsbury launches first bakery college in the UK Mar 08, 2010: Sainsbury to add ... Show
1.Needs And Expections Of Customer Groups Customer needs A range of different products and
services Products: – Sainsbury has many ranges of products from groceries to toiletries. Sainsbury
always try and make there products value for money. Check out queues: – Sainsbury always aim to
minimise waiting time at the checkouts. Colleges of Sainsbury are multi skilled at busy times they
are able to call on more colleagues to operate tills. Elderly people: Sainsbury realise that elderly
people like to retain their independence by doing their own shopping. Sainsbury always put chairs
for their older customers to rest. Employees at Sainsbury help elderly people pack their purchases
and help them take them to their cars. Facilities for disabled people: – Sainsbury ensure that
disabled customers are not offered a low standard of service.> They have disability parking spaces>
Wheelchairs and specially adapted trolleys are available in every store and electric scooters.
2.Customer complaints and feedback:– Customers complaints and feedbacks are very important to
any organization it helps the individual organization to improve its product and services.It also helps
to introduce something new in market.It could help the organization how to improve customer

Business Report : Sainsbury's Plc
Sainsbury's incentivises in making lives easier by delivering fair prices and quality services; location
being key focus, seeing growth in both convenience and discount stores, enticing more consumers
every day. J Sainsbury's plc (2015) Strategic Report is divided in two sections; the non–financial
KPIs are: Product Quality, Like–for–Like Transactions, Price perception, Sales growth, Service
growth by Area/Channel, Availability and Customer Service that focuses on social responsibility as
Fredrick (1960) and Friedman (1970) agrees in taking opportunities to fulfil the needs of
stakeholders be it efficiency, that too ensuring the management follows governance, codes and
compliance to minimise risks which enhances the socio–economic welfare ... Show more content on
Helpwriting.net ...
This portrays a negative trendline showing specific targets are measurable demonstrating that
businesses are just not about making a profit but impersonates that if known to people, Sainsbury's
will be viewed as ethical and green thus increasing possibilities in enticing and retaining consumers
than their competitors. Furthermore, measures of profitability such as expenses, labour cost and
sales revenue in relations to business resource derives a degree of success towards business
objectives. Gross profit margin measures differences between cost of sales and sales revenue. From
Sainsbury's income statement: gross profit margin saw a decline by 0.71%, that too both gross profit
and revenue decreased, perhaps sales prices were higher or purchasing power decreased. The
Yorkshire Post (2015) suggests that Sainsbury's growth sales for online have risen overall; the
strategic report supports the fall in sale growth in supermarkets but as total sales growth it
contributes to increased revenue with food price deflation, price reduction and price matches
impacting performance also. Robinson (2014) expresses Lidl and Aldi have been serving more
customers leading to price wars with leading supermarkets of whether to push prices down,
correlating to decreases

Developing an Effective Customer Loyalty Program
Barry Berman
oyalty programs are offered by both retailers and manufacturers to stimulate continued patronage
among consumers through discounts, cash, free goods, or special services (such as free magazines
on specialized topics of interest to loyalty program members). While retail cooperatives pioneered
loyalty programs through giving members allowances based on their annual purchases, the more
modern use of loyalty programs began with Raleigh cigarette coupons and with stamp–based
programs such as the S&H Green Stamp Company (which offered consumers points based on
purchases; these points were redeemable for a broad selection of merchandise). The most current
form of customer loyalty ... Show more content on Helpwriting.net ...
"Bud" Miller loyalty program since membership is open Distinguished Professor of Business and
Director of the EMBA program at the Zarb School of Business to all customers and each member of
Hofstra University. receives the same discount regardless of his/her purchase history. Many of these
programs are able to enroll a large number of participants due to ease of registration and low
member concern for privacy. For example, Giant Eagle Advantage Card members automatically
receive savings on hundreds of items in its stores as the item is scanned. There are several major
limitations to this program. According to one analysis, Type 1 programs do not reward loyal
behavior; they reward card
124
UNIVERSITY OF CALIFORNIA, BERKELEY
VOL. 49, NO. 1
FALL 2006
FIGURE 1. A Typology of Loyalty Program Types
Program Type
Type 1: Members receive additional discount at register

Characteristics of Program
Membership open to all customers Clerk will swipe discount card if member forgets or does not
have card Each member receives the same discount regardless of purchase history Firm has no
information base on customer name, demographics, or purchase history There is no targeted
communications directed at members
Example
Supermarket programs
Type 2: Members receive 1 free when they purchase n units Type 3: Members receive

A Report On Sainsbury's Incentives
Sainsbury's incentives are in making lives easier by delivering fair prices and quality services;
focussing on location, leading to growth in both convenience and discount stores. J Sainsbury plc
(2015) Strategic Report is divided into two sections; the non–financial KPIs are: Product Quality,
Like–for–Like Transactions, Price Perception, Sales and Service Growth, Availability and Customer
Service that focuses on social responsibility. Fredrick (1960) agrees in taking opportunities to fulfil
the needs of stakeholders where means of production should be employed efficiently enhancing the
socio–economic welfare that increases strategies on financial KPIs following: Underlying Profit
before Tax, Earnings per Share, Cost Savings, Operating Cash–flow and Dividend per Share, hence
keeping the balance sheets strong. Friedman (1970) suggests that a business should use its resources
to increase profits as long as the management follows governance, codes and compliance to
minimise risks. Similarly, measuring profitability becomes important for shareholders, suppliers and
investors: the question is whether there is a correlation between increased social responsibility and
increased profit. In this essay, calculations and relevance will be given behind the KPIs; whether
these measures attempts quantification of social responsibility or whether the underlying goal is
actually increased profitability. Nonetheless, a judgment will be made on those findings.
A measure of profitability such

Strengths and Weaknesses of the Digital Planning Process
Digital Marketing Planning – Task Three To: Jane Smith, Marketing Director, Airmiles From:
Keiran Smith, Marketing Manager, Planning Solutions Subject: Strengths and weaknesses of the
digital planning process Date: 23/11/10 Executive Summary In today's competitive landscape,
Airmiles understands the value of customer service and how it impacts acquisition and retention
activities. The digital planning process is key in their delivery of an enhanced online customer
service provision. However the process is not without it's weakness and there are a number of
barriers to success which can be overcome with the right approach. Contents 1. Introduction 2.
Strengths and weaknesses of the digital ... Show more content on Helpwriting.net ...
Therefore up to date knowledge helps them assess and leverage to their benefit. Social media and
mobile technologies can be utilised, enabling them to reach their market more effectively. Consumer
requirements in relation to digital technology can be identified Changes in technology have
impacted consumer behaviour and the way the market behaves. An understanding of this means
Airmiles can respond and incorporate relevant strategies. (Gay, 2007, p.91). Consumers are more
influenced by social media, so leveraging it is essential. 4. Potential Barriers to the implementation
of the plan and how these can be overcome The barriers to the successful implementation of the plan
are outlined as follows: Lack of support Management may not understand the value of the plan and
hence not provide the required support and resources. Therefore communication of the benefits of
improving the online service provision and the positive impact on the company would help to
overcome this. If this done at the beginning, conflict can be avoided. (Gay, 2007) Lack of expertise,
skills and knowledge within the organisation Colleagues within the company may lack the skills and
expertise to implement the plan. Time must be invested at the beginning to communicate the
process, roles and responsibilities to highlight any gaps or issues. Training can be arranged, internal
and external resources recruited to fill gaps. Communication can ensure

The year 2006, Marketing Plan for The Body Shop International
EXECUTIVE SUMMARY
The year 2006 Marketing Plan for The Body Shop International consists of:
The view of present company situation. Company managed to successfully market itself for 3
decades as well as expand very fast through retail franchising model. Constant product development
has shown positive results in sales. Trading relationships with communities in need has enabled
company to outsource high quality sustainable and relatively cheap materials.
Growth Model. Acquisition of independent "The Body Shop" franchisee stores In Hong Kong and
Canada is expected to marginally increase stakeholder value. As well, company plans to open 120
new stores in four regions.
Current Marketing Strategy. The Body Shop employed "green marketing" ... Show more content on
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(www.thebodyshopinternational.com)
SWOT ANALYSIS
STRENGTHS
* First mover advantage
* Strong product development
* Strong Brand Name
* The Body Shop at Home
* Trade Not Aid program
First mover advantage
The company was the first to manufacture and market naturally inspired skin and hair care products.

The company also revolutionized the concept of ethical treatment of animals by not testing
cosmetics and other personal care products on animals. Though the company's concept was copied
by other competitors in the years to come, the company still retained high brand recognition and the
first mover advantage.
Strong product development
The company has a strong product development program which enables it to maintain a healthy
pipeline of products. The company built on the success of its ingredient–led Bath and Body range
with the extension of the range into new variants such as Ultra Smooth Face Base, Global Fragrance
collection; and the New Everyday Aromatherapy range.
Strong Brand Name
The name of The Body Shop has strong loyalty from its customers and worldwide recognition for its
commitment to the environment and its superior products.
The Body Shop at Home
Home selling has proven to offer great synergy with the store–based business and to be highly
successful in the UK and US and in Mexico.
"Trade Not Aid" program
The company has a unique procurement program which provides it access to low

Critically Evaluate the Extent to Which Customer...
1) Introduction
Customer Relationship Management (CRM) has become a main focus for businesses with today's
markets becoming more saturated and competitive.
'Customer Relationship Management is the ultimate challenge for marketing experts in any business.
A successful company will use customer information wisely to build relationships with their
customers, on the level that together they will work together towards a long–term relationship.' (Xu
et al. 2002)
High customer Intimacy can be produced from these processes and strategy. 'Customer intimacy is
an essential factor in the Customer Relationship Management value chain' (Buttle, 2004). This
marketing strategy consists of a business using ways to get close to clients ... Show more content on
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In addition, to further improve customer intimacy, a company can target a customer and send offers
for the products they buy most through email or by post all of which strengthens this bond between
customer and company. Here we see a table which shows us the ladder of customer loyalty. With an
increase in customer intimacy, a business can take prospecting purchaser and convey them into a
loyal customer (Christopher at al, 1998).
2.2) The Cooperative Membership Card
The company to demonstrate is The Co–operative Food. Retail chains are at the fore–front for
advances in technology and are competing for ways in which to understand their customers and use
the strategies to improve customer intimacy. The purchasing behavior in food retail is the most
repetitive of all (Manas, 2011), so to get this customer intimacy correct has never been more
important. The Co–operative Food (Co–op) uses their loyalty strategy by having membership
scheme available to all colleagues and customers. This card acts as most retail cards do in that they
collect a customer's information which is then fed to the company's data base. There is a number of
ways in which this card creates an improvement in customer intimacy. First of all, unlike all of the
other schemes available, twice a year the Co–op gives a share of its profits through the post to all of
the members of the scheme. 'You can enjoy your share of the profits along with exclusive member
discounts and offers'

Case Study: Tesco Clubcard
Tesco Clubcard is essentially a sign of the components of the business and its devotion or
faithfulness: an in number group. Tesco has made its client loyalty advertising work when other
British retailer dependability project fizzled or stopped in the late 1990s. Features have expressed
freely the casualty of steadfastness strategy since 1995, by and large devotedly kept up by different
retailers whose unwaveringness routines are segregated recollections. Clubcard is never addressed
as a planned priority yet by the organisation. As an option, Tesco has acted because of the
adversaries by obviously utilising so as to build deals through Clubcard the essential commonality it
makes to add to the way it maintains its business.
More or less, Tesco has not found that its reliability system is a costly straightforwardness in light of
the fact that Tesco has made Clubcard work, it can recognise the need of clients and produce
adequate deals by satisfying those needs take care of the expense of distinguishing proof.
2.3.2 Customer's perception towards the loyalty program
From a customer's point of view, loyalty programs are a means to purchase goods at cheaper prices.
... Show more content on Helpwriting.net ...
Tesco has made profiles of its customers in order to understand which customer are its daily basis
customers and which shop once in a while with Tesco. Then, in order to value its more repeated
customers, Tesco has initiated the loyalty program which rewards its loyal customers with vast
amount of benefits. The main idea behind initiating this program by Tesco was to let its consumers
know that the organisation values their loyalty and want to reward them for constantly shopping
with them and being a part of their organisation. To a certain extent, the Tesco loyalty program has
been a success and has helped the organisation in increasing its consumer

Nectar Case Study
Case Summary: Nectar is a loyalty scheme, which differentiates the market and was launched in
September 2002. A number of organizations like Sainsbury's , Barclaycard, Debenhams, and BP
amalgamated their existing loyalty schemes under one umbrella called Nectar. This scheme is
operated by an independent company called Loyalty Management UK (LMUK), this allows the
partners to concentrate on their own business. The registration is easy and is completed by filling out
an application form available at the partner's outlets and on the internet as well. The nectar points
are redeemed for free flights, meals, vouchers etc. The high spenders are attracted by rewards like
"Flights to Australia" and the low spenders are attracted by rewards like ... Show more content on
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➢ The scheme is different from traditional loyalty scheme in which merchants are pooling their
resources, which helps spread the costs associated with setting up the infrastructure and running of
such initiative. ➢ The loyalty schemes try to entice new shoppers and reward existing customers. ➢
The cost of operating such a scheme are greatly reduced due to the shared cost of having multiple
partners involved. ➢ Partners in the scheme can avail themselves of a much richer databank on their
customers, analyzing their purchases across a cross section of different products, purchased in many
different outlets. ➢ By leveraging several big brands rather than focus on one single market, the
loyalty scheme has a much broader appeal. Customer Advantages: ➢ Consumers who use Nectar
Cards at reward partners, will collect points which can then be redeemed for free flights, meals,
vouchers etc. ➢ Card subscribers can pool their points from a variety of firms rather than a single
merchant, greatly enhancing their points earning potential and making rewards more attainable. ➢
Shoppers can view how many points they have collected by viewing them online in My Nectar or
phoning the Nectar Cell Call Centre. Nectar points are exchanged for Nectar Vouchers. These
vouchers are collected at the cards subscriber's home or via the nectar call centre. ➢ Customers
perceive the rewards as more attainable due to the

Marketing
British Home Stores Marketing Plan
Word count –
Lecturer – Paul Green, Greame Stephen
1204936
1205015
1205798
1207079
1202969
Executive Summary
British Home Stores is a UK based department store privately owned by the Arcadia Group since
2009, targeting to the family market selling clothing and home ware items throughout the UK and
internationally. As marketing consultants of BHS we have advised and develop a marketing plan
proposal to re–establish the brand as a British family favourite high street store. Regarding our
market research we have found that BHS has a place in the market as people are still spending high
volumes in the retail industry. In addition, due to the current recession the public are buying more ...
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The weaknesses such as low customer loyalty, and low company profile can potentially be acted
upon and eliminated through by introducing a marketing strategy. This puts the company in a very
strong position.
P | EU legislation UK legislationHealth & Safety | E | Recession Inflation/Exchange ratesTax
rates | S | Social media DemographicsTrends | T | New technologyAdoption of Electronic Point of
sale | L | Legislation | E | Recyclable goodsFairtrade Products. |
2.0 Research
2.1 Market Research
In a report by Keynote (p.1, 2012) it was estimated that the UK Clothing Retailing Market
(Womens, Mens and Childrens clothing and clothing accessories) reached sales of £43.1 billion and
increased by 3.3% in 2011. Many consumer markets have been affected by the recession with the
clothing retailing market being no exception. It has been slow to recover from the recession and so
the market is still not reaching

Caffe Nero
Executive summary In this report, the mission statement for Caffe Nero is make sure food and
service are excellence in all four areas to achieve their aim. Besides that, Caffe Nero also providing
their customers with good quality coffee and comfortable environment to their customers. There are
3 main important to be successful – A high quality and well defined offering, focus on brand value,
selective site acquisition and disciplined roll–out. Next, SWOT analysis has included in this report
because it can help the company planning and make a good decision. The SWOT analysis had been
written in the appendix. In The stakeholders, it included suppliers, government, shareholders,
pressure group, media and customers. In the appendix, the ... Show more content on Helpwriting.net
...
China government give opportunity for invest in the country such as give low corporate tax, directly
start the business without any join venture with local partner, government will provide loan facility.
If the firm breaks the law and regulations, government can immediately close down the firm. *
Shareholders – They invest their money into the business in return for profit or dividends. * Pressure
group – Special interest group concerned with promoting their idea, values or interest. Example,
pressure group include trade union who promote and defend the invest of the members. * Media –
Media can includes TV, Radio, Newspapers, magazines and internet. The media can write about
organization. Firm also can advertise their product and service through media. * Customers –
Customers is external stakeholders for all organization or firm. Without any customers a company
cannot be process. Customers have power to choose their necessary service and products. Seller and
marketing cannot force customer to purchase product and service. Example, insurance customers
have many choices when they need to purchase insurance. That mean consumers can buy insurance
in different company like Tesco Bank, Lloyd Bank, HSBC and other company. Every stakeholder
have their own process and roles, it can affects or can be affects by organization's action. All
stakeholders have own satisfied and unsatisfied (appendix 2). PESTLE Analysis PESTLE analysis is
one of the

Kazi and Kazi Tea
Company Profile Kazi & Kazi tea
Kazi & Kazi tea is the only substantial organic tea grower in Bangladesh. The tea garden is
located at the Tetulia, the Northern district of Panchagar, only 50 km south of Darjeeling. Kazi and
Kazi Tea is the pioneer of organic tea produced in Bangladesh and the first to be certified by
international certifying authorities. Kazi & Kazi produces premium quality tea from their tea–
estate. Their tea garden is the first and the largest tea garden in Bangladesh. Kazi & Kazi tea
was most highly valued at the tea auction in 2004. Their premium quality tea is available in
Bangladesh under the brand Kazi & Kazi, which is widely, accepted by the consumers as best
quality tea in Bangladesh. ... Show more content on Helpwriting.net ...
Most of the Malaysians are hospitable. The Malaysians offer tea or coffee along with snacks to their
guest. The guest must sip at least once to let accept the guest's hospitality.
Men dominate the society in Malaysia over women. Men are the decision maker in the family but in
modern Malaysia this trend is decreasing and more power is going to the women.
Greetings are dependent on the ethnicity of the person you are meeting. Handshake is normal in
Malaysia. Most of the Malay women do not prefer to shake hands with men but with women. The
businesspersons are very much friendly but formal and they prefer to exchange business cards in the
first meeting. Malaysians rely on the non–verbal communication along with the normal conversation
for the harmonious purpose. Malays prefer to give a hint rather than directly putting up a statement
for both negative and positive purpose. Silence is a very important element in Malaysian
communication and in the purpose of different negotiations. Malaysian people do not like to the
people who vent their anger in public. It embarrasses them. Overall the communication purpose
should be taking into account very carefully for success.
Consumption Pattern
According to a survey on the consumption pattern for Malaysian consumption pattern of Malaysian
consumers in beverages it was

Tesco Performance Management
A critical study of The Impacts of Business Strategies
On Performance Management in Retail Industry
( A Case Study Of Tesco Plc.)
Submitted By: Muhammad Ahsan Riaz
Supervisedor by: Dr. Liaqat Ali
University Student Number: 1092187396468
College Student Number: 130479
Submitted In Partial Fulfilment of the MBA Finance
University Of Wales (London College of Business) April 2012
In the Name of Almighty ALLAH
Most Gracious, Most Merciful
"Say my worship and my sacrifice and my living and my dying are for Allah, Lord of the Worlds.
He hath no partner. This ... Show more content on Helpwriting.net ...
May Almighty ALLAH reward him hundred folds.
This research studies would not have been possible without the support and guidance from my
research supervisor Mr.Liaqat Ali, who not only appreciated my efforts in writing this thesis but
gave his valuable time to read, review and recommend necessary adjustments in writing my thesis.
Last but not the least, I will like to extent my sincere gratitude to all my fellow class mates at
"London College Of Business", for sharing their knowledge and giving their precious time and
being patient during my stay at above college during April 2011 to April 2012.
I Wish Good luck to all for their bright future.
ABSTRACT

After reviewing the literature relevant to the business strategies and more specifically business
strategies adopted by UK retailors over the time, and their impact on the performance of UK retail
sector, this thesis restrains its research to a case study of the impacts of business strategies on
performance management in UK retail (A Case Study Of Tesco Plc.).
In doing so, the researcher has compared the data from 2009 to 2012 and after reviewing the
performance of Tesco Plc. and comparing it with some of its like for like rivals in UK retail sector in
the likes of Sainsbury's and Asda , the business policies adopted by these business organisations
during the period under study

Video Notes
Video Notes
|Video Titles |Textbook Chapters |Pages |
|Operations as a Competitive Weapon at Starwood |1 |21 |
|Project Management at the Phoenician |2 |24 |
|Nantucket Nectars: ERP |2, 15 |27 |
|Pearson Education: Information Technology |3, 4, 10 |31 |
|Process Analysis at Starwood ... Show more content on Helpwriting.net ...
Prior to the program's development, each hotel within the Starwood umbrella of brands (Sheraton,
Westin, Luxury Collection, W, Four Points, and St. Regis) had its own approach for working with
planners. The video presents the problems with the old approach, and includes a point for instructors
to "pause" the video, if desired, to discuss this question: "What changes do you think Starwood
implemented to turn this situation and the meeting planning process into a competitive weapon?"
After the break, the video wraps up by showing how Starwood resolved the issues of inconsistency
and meeting planner expectations to create loyalty to the company.
Inputs come from hotel managers and employees who participate in the meeting planning process
such as the on–site meeting coordinator, banquet and catering managers, hotel rooms managers, and
support departments (bell staff, stewarding), information from meeting planners regarding program
details, meeting room and hotel room reservation requirements, and food & beverage needs,
equipment such as Nextel radio phones, and materials, facilities and services like food ingredients,
banquet linens and tables, and computer services. The output of Starwood's meeting planning
process is a successfully planned meeting, as evidenced by the scores and comments returned on the
meeting planner surveys.
Customer

Effective Management Of Operations And Supply Chain
Introduction Effective management of operations and supply chain is a crucial source of competitive
advantage for any business in a rigorously competitive environment. Operations management
generally denotes the process of managing a firm's resources with the ultimate aim of delivering
value to the customer (Krajewski, Ritzman & Malhotra, 2013). To stay ahead of the competition, an
organisation must constantly strive to transform its operations – it must seek to eliminate
inefficiencies in the supply chain. This report compares the operations of 99p Stores and Sainsbury's
fulfilment process. Sainsbury, which was founded more than one and a half centuries ago, is one of
the most popular retailers in the UK, commanding the third largest market share after Tesco and
Asda (Christie, 2013). 99p Stores is also a retailer that operates in the UK, though it is quite smaller
compared to Sainsbury. While Sainsbury has been doing online retailing since 1996, 99p Stores is
currently in the process of testing the viability of online retailing.
Operations Transformation The primary aim of any transformation process is to deliver value to the
customer. From primary activities such as raw material acquisition and marketing to support
activities such as procurement and human resource management, an organisation aims to create
value for the end consumer. Transforming these operations is vital for survival in an environment
characterised by stiff competition. Some of the operations

Pestle Analysis For Sainsburys
1. Introduction The global economy has suffered a lot of changes since the Great Depression and
World War II (1939–1945). Many people thought that after finishing the war, hard times would
come back again, but the global economy started growing little by little. New ideas and measure
systems were developed with the aim to improve the Global Economy. Nowadays, the way to
analyse and make predictions study and how the economy is running across the whole world
throughout is the PEST analysis (Political, economic and technological). Using this tool, we can
know what things affect the external and internal business environment in a country. For this study,
an analysis of political, economic and technological factors in Sainsbury's business would ... Show
It is unbelievable that in few years how Globalisation has influenced in all type of business around
the world. There are some businesses that have been affected in this matter for example the
Information Technology boom is developing everywhere including poor and developed countries.
As a result of that, we are communicating more than ever before, we can share all types of
information through Internet, we can buy, sell all kinds of services and products, in other words we
can make business at any time and anywhere. However, this improvement has a positive and
negative impact, because there is anything hidden all our personal information can be seen for
anyone else. On the other had as I mentioned above the benefits are endless. BBC News

Business Strategy: Sainsbury’s
Business Strategy Name Institution Abstract This paper critically analyses the past and the current
market trend, operations, and marketing strategies of Sainsbury's Company. Different models of
analysis were employed to clearly understand the current and previous state of Sainsbury's. Some of
these models include SWOT analysis, PEST analysis, CORE analysis, Porter's Five Forces model,
Key Success Factors, and Ansoff's Matrix These models help in understanding all aspects that play a
role for the success and the failures of the company that include its strengths, weakness,
opportunities, threats, and several factors that bolster of hinders the success of the company. I also
looked at deep analysis of the success of introducing "Dark ... Show more content on
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It's a one part from famous Financial strategy models(CORE Analysis). To support this idea we must
look at another CORE analysis part Overview. Before looking at the Sainsbury's overview, here is
just a recap of Internal and external context: * Internal context of Sainsbury's: It is the third biggest
supermarket chain in Britain. Sainsbury's family still owns part of the share. Sainsbury's currently
makes a profit of £23billion. * External Context of Sainsbury's belongs to the biggest supermarket
leaders in UK. In other words, Sainsbury's is part of big four 'Asda, Tesco, Sainsbury's, Morrison's.
The biggest rival today in UK market is Morrison's, they booth fighting for a market but Sainsbury's
ram in a higher place. In Appendix 3, we can find concept of retail and types of functioning.
Sainsbury's Overview: Reflection and comparison of the major movements in performance for
Sainsbury's over the last five years. In order understand the business; finance plays one of the
biggest roles in the company. Анализ финансового состояние может принести пользу
организации и содействовать повышению эффективности процесса стратегического
планирования.Analysis of financial condition could benefit the organization and contribute to the
efficiency of the strategic planning process.Имеются многочисленные "за" и "против"
проведения финансовой ревизии фирмы. There are numerous "pros" and "cons" for financial
audit firms.Но в целом, преимущества постоянного контроля

Oligopoly: Pricing and Game Theory
Key characteristics The main characteristics of firms operating in a market with few close rivals
include: Interdependence Firms that are interdependent cannot act independently of each other. A
firm operating in a market with just a few competitors must take the potential reaction of its closest
rivals into account when making its own decisions. For example, if a petrol retailer like Texaco
wishes to increase its market share by reducing price, it must take into account the possibility that
close rivals, such as Shell and BP, may reduce their price in retaliation. An understanding of game
theory and the Prisoner's Dilemma helps appreciate the concept of interdependence. Strategy
Strategy is extremely important to firms that are ... Show more content on Helpwriting.net ...
Advertising Advertising is another sunk cost – the more that is spent by incumbent firms the greater
the deterrent to new entrants. A strong brand A strong brand creates loyalty, 'locks in' existing
customers, and deters entry. Loyalty schemes Schemes such as Tesco's Club Card, help oligopolists
retain customer loyalty and deter entrants who need to gain market share. Exclusive contracts,
patents and licences These make entry difficult as they favour existing firms who have won the
contracts or own the licenses. For example, contracts between suppliers and retailers can exclude
other retailers from entering the market. Vertical integration Vertical integration can 'tie up' the
supply chain and make life tough for potential entrants, such as an electronics manufacturer like
Sony having its own retail outlets (Sony Centres), and a brewer like Heineken owning its own chain
of UK pubs, which it acquired from the brewers Scottish and Newcastle in 2008. Collusive
oligopolies Another key feature of oligopolistic markets is that firms may attempt to collude, rather
than compete. If colluding, participants act like a monopoly and can enjoy the benefits of higher
profits over the long term. Types of collusion Overt Overt collusion occurs when there is no attempt
to hide agreements, such as the when firms form trade associations like the Association of Petrol
Retailers. Covert Covert collusion occurs when firms

Wal Mart And Sainsbury Target Mass Social Target Audience
The following report takes into account the selection of two integral companies with global
operations, Wal–Mart and Sainsbury. These two companies are critically assessed in link to their
individual brand positioning strategies. Some strategies overlap each other whereas some are
different, so both are discussed in context. The brand positioning strategy has taken into account the
individual companies' marketing objectives, sales pitches, expansive strategies and service
competition that are provided nationally and internationally. Wal–Mart has its extensive operations,
hence has a more generic service oriented approach where products are sold and retailed in an
intelligent global manner. In this context, its international website layout, online presence and
promotional campaigns are discussed that hopes to target mass social target audience. On the other
hand, Sainsbury deals in the same business of retail and online shopping, but since its operations are
more suited and favorable in the United Kingdom, that is why its operations are limited compared to
Wal–Mart. Sainsbury deals with niche market segment, which is limited by some geographic and
demographic segmentation. Sainsbury's promotional and marketing campaigns are also less generic,
and keep intact its present social and cultural context. Both companies are suggested for service
development, market penetration and market developments. Since both companies are rates
exceptionally agile, they still compete on the

Starbucks Coffee 's Five Forces Analysis
Starbucks is a worldwide coffee retail chain that spends significant time in coffee and other related
refreshments. The organization prepares and sells meals, coffee, tea drinks and an assortment of new
sustainable products, through stores. The organization likewise licenses its trademark through
different channels, for example, authorized stores, basic need and national foodservice accounts.
Second Cup 's coffee portfolio contains around 19 kinds of coffee. The Company 's bistros offer a
variety of hand–made coffee based drinks. Second Cup additionally gives an assortment of items,
for example, cakes, sandwiches, biscuits, treats, and so forth.
In this paper, I will discuss about how Starbucks and Second Cup have different strategies to
provide excellent customer service and how the technology is impacting their operation in business.
Also, I will discuss cross–stat analysis from the data that I collected through Mintel report. Then, I
will compare financial ratios for both companies to see how well the companies are doing in terms
of performance.
Starbucks Coffee's Five Forces Analysis
Threat of New entrants: It is low and steady for new entrants to enter this industry because
Starbucks has inexpensive business expenses and logistics network advancement. However, since
Starbucks is already well–known brand, new entrants feel that it is hard to beat Starbucks
(Greenspan, 2015). Thus, Starbucks do not need to worry about this threat.
Threat of Substitutes:

Sainsbury's Internal And External Environment
Introduction In the following report we will be going over our analysis and findings during the
process of our study of Sainsbury's internal and external environment. Sainsburys is currently the
second largest chain of supermarkets within the UK, with a current supermarket sector share of
16.9%. Sainsbury's was founded in 1869 and today operates in over 1,200 supermarket and
convenience stores, and has over 161,000 employees. We will be looking at a number of areas
internally and externally and see how they are effectively or not effectively performing. External
Environment PESTLE analysis The PESTLE analysis is a tool which 'allows a manager to identify
the key macroeconomic factors that influence the future development of the business' 50MINUTES.
(2015, pp. 5). The PESTLE anaylsis consists of six factors which are political, economic, social,
technological, legal and environmental. Political factors Makos (2015) states political factors are
mainly based on the country's current political situation. The types of political factors that affect
Sainsbury's are, government policies, taxes laws and tariff, stability of government along with
others. In relation to the environmental factor, this regulation was put forward due to the amount of
plastic bags handed out by supermarkets in England as in 2014 it rose to 7.64 billion–200 million
more than in 2013. Campaigners argued that the bags blight streets, spoil the countryside, and
damage

Customer Relationship Management
Customer relationship management (CRM) is the new title for relationship marketing. Explain why
this is so and suggest how CRM can be effectively incorporated into a marketing plan.
Over the past fifteen years Relationship marketing (RM) has been slowly developing into customer
relationship management (CRM) (Gilligan et al 2003). Markets change, even when profitable, they
may mature and saturate, so we cannot be surprised that companies are changing their strategies in
order to satisfy the consumer (Sturdy et al 2001). The difference between the two can be seen within
the two definitions; Relationship marketing as a company that specialises in relationship marketing
helps clients build relationships with their channel partners and ... Show more content on
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In a lot of ways, it could be said that it is a logical development of the way in which the focus of
marketing has changed from the early 1980s view that marketing is essentially a business function
to the idea that, more realistically, it is (or should be) an organisational attitude, ethos and culture.
(Gilligan et al 2003). Gilligan goes on to suggest that:
‘one of the most powerful things about relationship marketing is the recognition that the cost of
gaining a new customer, particularly in mature and slowly declining markets, are often high'.
CRM offers benefits to both customer and supplier. As said before, many people see CRM as the
best way to retain customers in the long run by creating added value for them and by doing so this
gains competitive advantage in an increasingly competitive market. Mittal and Lasser (1998) and
Arnould et al (2002) have agreed with Gilligan in stating that loyal customers means spending less
money on advertising, personal selling and the setting up of new accounts.
Recently has seen the introduction of reward cards such as the Tesco Club Card or the Nectar
scheme. (Lee et al 2005). The latter is a great example of relationship marketing, not only does it
reward returning consumers with ‘point' that maybe exchanged for goods or holidays,

Marketing Techniques For London And Iceland
P1 How marketing techniques are used to market products in Transport for London and Iceland
Introduction
In every organisation, marketing is of great importance large organisations use marketing principles
to meet the needs of their customers and achieve their objectives.
Marketing – "The action or business of promoting and selling products or services, including market
research and advertising." – Oxford Dictionary
–"The management process through which goods and services move from concept to the customer."
– BusinessDictionay.com The methods and techniques used vary between organisations in different
sectors as the constraints under which they operate differ. I will be identifying the broad aims and
objectives and how marketing techniques are used to market products in Transport for London's, a
public sector organisation and Iceland, a private sector organisation. Firstly, we will look at the aims
and objectives of organisations in different sectors.
Aims and objectives of organisations of the private sector organisations
Private sector organisations operate with the aim of creating the most profit possible. They are
competitive and aim to excel over similar organisations. Private organisations are often run by
individual entrepreneurs or families.
Aims and objectives of organisations of the public sector organisations
Public sector organisations are usually owned by many members of the public who have shares in
the organisation. Public sector organisation usually

Market Structure Assignment

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