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The MKT00720 Marketing Analysis Assignment Help is being prepared keeping in mind the processes that the companies apply for making the products of the company attractive to the customers. The marketing activities adopted by the company provide the organization a platform to get the products in reach of the customers. The customer centric approach of companies is the important factor in the marketing process being practiced by organizations. The report contains the description of the case studies of the two organizations such as Woolworths Limited and Sainsbury’s. Woolworth is an Australian company engaged in the business of groceries. On the other hand, Sainsbury’s is a supermarket situated in UK and considered as the second largest chain of the supermarkets, holding approx. 16.9% of the market share of supermarket share of UK. In this report the marketing approaches adopted by Woolworth and Sinsbury’s are discussed and the way in which these companies has gained the competitive advantage in the market as a result of effective and efficient marketing strategies. The competitive advantage has been described as the advantage that the companies enjoy by attaining a higher position in the market if compared with the positions of the competitors. The core competence developed by the organizations make the companies different from that of the competencies of the competitors.
Evidence that the organization has gained competitive advantage from their marketing processes.
Two reputed organizations which has been chosen for the report based on the case studies are Woolworths and Sainsbury’s, both operating in the business of retail. These companies has established a strong brand image in the minds of the customers and the practices followed by each of the companies make them popular among the market and the customers. As the report has been prepared for the purpose of the marketing analysis of the case study of these companies, the case study of Woolworth has highlighted these marketing processes followed by the marketing department of the organization;
The marketing policy of establishing an effective communication is the foremost strategy of Woolworths in which the company engage the resources of the organization to bring the products in the market.
Woolworth has the strategy to innovate the new technology at regular time intervals. The company has developed the projects named as “refresh” and “new idea program”.
The marketing practice of providing various varieties in the product range gain the Woolworth an attraction of the customers and as a result of this diversification in the products, provide the customers with the choice of selecting from the variety of the products, providing several benefits to the company.
The efficient supply chain of Woolworths plays an important role in the attainment of competitive advantage for the company in the long run.
The image of the company has differentiated itself from rest of the competitors prevailing in the market by developing popular slogans like “The fresh food people” which depicts the image of the organization as a company which offers high quality and affordable products for customers (Vriens & Brazell, 2013).
Similarly, the case study of Sainsbury’s explained that the company has adopted those policies in making the marketing of Sainsbury’s strong which benefited the company in gaining the competitive advantage.
The company has the policy of customer centric approach and the products which are developed in the organization are according to the trends which the customers are following and the needs of the customers. The products developed in the organization make the company as the preferred company in the market among the customers.
Diversification of products has Sainsbury’s one of the strong marketing strategy in which the company has diversified the market by providing products around 30,0000 which includes the non-food products as well as other services through the availability of various stores (Durkin & Fairless, 2016).
The promotional campaigns developed by the company includes the campaigns such as “Try something new” which attracted the customers and the company gained the competitive advantage.
Advertising activities of Sainsbury’s has attained the attraction of the new customers as the advertising process is based on cross channel communication. The activities included in the cross channel communication are internal communications, TV commercials, print as in magazines, point of sale and free tip cards provided in the store.
The strategy of developing and establishing the sustainability in the company differentiate Sainsbury’s from the rest of the supermarket dealing in the retail industry and hence gaining the competitive advantage to the company. The values have been adopted by the company for the purpose of maintaining sustainable business are the best for health and food, establishing positive difference in the society, protection of the environment and maintain healthy work environment. The prices of the products in Sainsbury’s are made affordable for the customer satisfaction as well.
Theoretical analysis of the reasons for the achievement of this advantage
The reasons which are explained in the case studies of Woolworth and Sainsbury’s focused on the approaches and the theories adopted by these companies for the achievement of the competitive advantage.
In the case of Woolworth, the marketing department has been developing the effective marketing strategies with the purpose to stand out the name of the company. The strategies that have been developed by the organization are based on certain types of marketing theories and approaches. The following are the approaches and theories being undertaken by the company are;
The SWOT analysis of the company made the organization know the strengths and weaknesses in the technology adopted by the company and thus the company focused on the innovative activities considering the latest technology available in the market and the resources of the company for the implementation of the technology (Gupta & Mishra, 2016).
Porter’s five forces model has been implemented in Woolworth which the company uses in the creation of the value supply chain and brought down the cost and expenses of the company. The company has also started the practice of producing the goods by own in order to gain the competitive advantage.
While adopting the activities of promotion from the theory of marketing mix, the company has established a strong communication strategy to reach the customers in different markets (Wooliscroft, 2011).
Sainsbury’s marketing processes has given the organization several reasons for the accomplishment of the objective of gaining the competitive advantage in the following manner;
The main focus of the marketing department of Sainsbury’s were on the development of the marketing mix theory which includes the activities which includes some of the Ps.
Product: Sainsbury develop the product while considering the customer oriented approach in mind.
Place: The location of the stores are easily accessible for the customers and there are number of stores offering wide variety of products for each segment of market and hence attaining the competitive advantage for the company.
Promotion: The promotional campaigns and the different types of advertising of the products gather the attention of the larger segment of customers.
Price: The pricing strategy of Sainsbury’s has been implemented while taking into consideration the target market segment.
People: The establishment of sustainable business, as a marketing process, covers in the people element of the marketing mix and focus on the protection of the interest of society as well as environment.
Anoff matrix is also one of the approach that defined the activities of the company in the development of the differentiated product for serving the customers with a variety in choices. The Anoff matrix help the establishment of policies for segmentation of market (Prymak, 2012).
The competitive advantage is an important element for the success in the growth and development of business and providing the companies to hold a position in industry. This report has been prepared in consideration of the case study of Woolworth and Sainsbury’s where the explanation about the marketing processes which are followed by these organizations in order to enjoy and maintain the competitive advantage for the better operations of the company. The report consist of the explanation of the reasons for the long run success of the company and described the theories and approaches of marketing which are followed for the fulfillment of the objectives of the organization. Woolworth is the organization which focus on the adoption of SWOT analysis and as a result of this analysis, the company updated the technology in operations. The Porter's five forces model held the creation of an efficient value chain of the suppliers in the company. Marketing mix has also played an important role in Woolworth in the establishment of such strategies which provided the company the required gain of the advantage over the competitors. The case of Sainsbury’s explained that the marketing mix theory is well applied by the marketing department of this organization and the functions of place, price, promotion, product and people to develop a systematic approach to attract the customers in a better way. Similarly, Anoff matrix is also applied on the company in order to differentiate the products and add the unique features to gain the new market segment and wider the scope of operations of Sainsbury’s.
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