Executive Summary With the rise of competition in the global market, various Multinationals have budged into formulating

efficient and effective business strategies in order to sustain its competitive edge over rivals. This report will evaluate the Internal and external environment of Sainsbury supermarket as well as the core competencies this supermarket possesses at the current moment. Furthermore, additional evaluations have been done to actually determine the type of strategies Sainsbury supermarket should adapt to further grant itself a competitive advantage pertaining to the environmental changes that has taken place in recent years. With the U.K environment being complex and dynamic as there are a lot of changes which have basically enabled supermarkets to change their strategies significantly with regards to the changes that are taking place rapidly. As a conclusion of this report, various factors contributed towards the shaping the supermarket to its competitive position.

1.0 Introduction to Sainsbury J Sainsbury plc is a British supermarket that has a range of stores, including convenience and supermarkets that offer various food, and complementary non-food products and services primarily under the Sainsburys brand (Investing business, 2012). Based on the financial statement displayed in 1.0 in the appendix, Sainsbury has experienced a significant amount of revenue growth in 2011 accumulating from 21,421m to 22,943m making it an increment of 17.5%. (J- Sainsbury, 2012). The company operates a total of 934 stores comprising 557 supermarkets and 377 convenience stores all over the United Kingdom. (Investing business, 2012)

2.0 Analysis of External and Internal Environment Based on model 1.3 depicted from Emerald and Trists model as displayed in the appendix, (Emerald Insight, 2010), the U.K environment seems to be complex and dynamic as there are a lot of changes in the environment which have basically caused supermarkets to alter their strategies in a significantly with regards to the changes that are taking place rapidly. Supermarkets operating in the industry must be able to comply with these changes instantly; or else it would be very difficult to sustain its competency in order to survive in the market. The following are some of the changes identified and analysed in U.K environment using models of PEST and SWOT.

2.0.1 Political Governmental interference Based on the political analysis, the U.K government has imposed quite a number of restrictions to Supermarkets which proves to be an obstacle in terms of operation. For instance, reports shows that the government is forcing big supermarkets like Sainsbury, Tesco and Asda to sell its existing stores. (Guardian, 2010). The reason behind the government restriction is to protect other small retailers from losing their businesses since these big supermarkets are monopolizing the industry. (Guardian, 2010). Thus, with limited store

existence, Sainsbury could actually lose their availability of existence in certain location which might result in not being able to cater to customers in different places leading to hinder the growth of its customer base.

2.0.2 Economy Unemployment rate and Competitive pricing With an increase in unemployment rate in U.K where 118 000 are people jobless in the market, (BBC, 2012) supermarkets have to continue to gain economies of scale in order to offer competitive pricing and promotions in order to compete successfully among rivals and survive in this in tensed market. Research has shown that Banks are not willing to give out more loans as people with no jobs are not able to repay the banks. (BBC, 2012). This has basically deterred the consumer confidence in spending which has directly been an influence on their purchasing power in the market. (Telegraph, 2012).As a result of that, consumers attitude towards pricing become has become more sensitive, as they are willing to substitute by looking for Supermarkets that offers the cheapest prices on goods which has resulted in price competition. (Guardian, 2011). This can be applied through the industry life cycle as showed in figure 1.2 in the appendix, where supermarkets such as Sainsbury, Tesco, and Asda are actually in the maturity stage as they have high retaliation level in slashing the prices of their own in house brands. (Guardian, 2011). For instance, research has showed that the slashing of price is tremendously high between Sainsbury branded nappies and Tesco branded nappies with a following price of 3.86 to 3.00 respectively (Single Track 2012). With regards to the slashing of prices, it can be analysed that supermarkets are actually indulging themselves in price competition due to the bad economic situation which have actually caused consumers to lower down their spending power. Supermarkets that are able to offer lower prices compared to its rivals, have a higher opportunity in surviving in this tensed market

2.0.4 Social Consumer taste There are a lot of influencing factors that exist due to the changes in the environment which is turning out to be complex and dynamic. Reports have shown that the population in the U.K is filled with more of senior citizens that comprises a majority of 20 million matures (Senior journal, 2011). Therefore, Supermarkets must have healthy food available in order to cater to the growing demand and to survive in the market. Knowing that there are more senior

citizens who prefer healthy food such as sugar free and low fat products, (Senior journal, 2011) it has impacted Supermarket chains like Sainsbury to actually stack up more healthy food to cater to this group of population. For instance, recent news stated that Sainsbury has stacked up 60% of healthy food products on their shelves (J-Sainsbury, 2012). As a result of that, this would basically be an opportunity which would enable Sainsbury to increase their customer loyalty since they are able to cater to the needs of this group of people.

2.0.5 Technology Online shopping Online shopping has been a major boost in sales in supermarkets as it amounted in 3.72bn (Telegraph, 2011) in 2011. Therefore, since there is a significant growth online shopping, supermarkets have to offer the online purchasing facility in order to be competitive and survive in the market. Consumers are highly willing to purchase their house hold goods online, as it is much more convenient as well as it saves cost. (Telegraph, 2011) The top supermarket chain in the U.K such as Sainsbury, Tesco and Morrisons have had a major blast in sales which have enabled them to having a much more secured web server that provides online shopping. (IMRG, 2012). Recent news stated that both Sainsbury and Tesco captured 52% and 86%% respectively of grocery sales through online shopping. (Evolution Insight, 2011) As a result of that, this has been a major boost for supermarkets that offer the online shopping facility as it conveys convenience towards customers.

3.0 SWOT Analysis of Sainsbury 3.0.1 Strength Financial profitability Sainsbury, the U.K supermarket group appeared to shake off some of the gloom gripping sector today after unveiling a 12.8 per cent rise in pre-tax profits during the first six months of the year 2011 (BBC, 2011). Profits over the six months rose to 23bn on a 7.1 per cent rise in like for like sales while total trading, (BBC, 2011). Including revenue from new stores opened during the period, increase by 7.6% to 10.8 million pounds. (BBC, 2011). This

justifies that the supermarket strategic decisions have proven effective thus, providing a significant return on investment pertaining to the efficient decision the supermarket makes. With thirteen straight quarters of growth from a diversified trading venture, it has enabled Sainsbury to increase its market share as well as sustain its growth and competitive advantage among competitors. Customer Database Sainsbury has a total amount of 4.5 million customers database with an image personalized, fully customized mailer right on their birthdays that are actually up to date (Digital People 2011). As a result of that, this is basically good for Sainsbury as they would be able to target its existing customers by sending out free gift vouchers, mails on special occasions, and free gifts (Digital People 2011) to actually attract them and increase their customer loyalty towards the supermarket. As a result of that, Sainsbury would be able to increase its sales margin as well as establishing a competitive advantage over its competitors who do not have an updated customer base as well as do not prioritize on providing customer incentives to increase retention towards the supermarket. 3.0.2 Weakness Limited Presence Unlike its Competitors like Tesco and Asda, Sainsburys supermarket is not present in markets other than the U.K. (WSG, 2010). Therefore this is a drawback as its competitors have the competitive edge over Sainsbury in terms of a diversified market presence as well establishing brand awareness globally. Thus, this is a disadvantage to Sainsbury especially if there are problem within food retailing in the UK or if there is a need to expand its revenue base. By not being able to set up international outlets, it would definitely hinder the supermarkets growth in terms of profitability awareness and recognition. 3.0.3 Opportunity Technology Business Systems Sainsbury has installed a new business intelligence system to help monitor the sales of specific products, check the effectiveness of promotions, and review customers buying patterns within a specific demographic (Computer world, 2008).This business intelligence system will take sales data from the targeted country and provide reports on how well

particular brands is selling, and when and where they are selling. The system also shows what other goods consumers are buying alongside a particular product, and if a product declines in sales it will show what other products consumers have switched to (Computer world, 2008). As a result of that, this is a good opportunity for Sainsbury, because the supermarket would be able to know what type of products that is in demand and therefore, as well as to monitor whether their promotion strategies are affective or not. This would enable the company to take strategic measures to increase its profit margin. 3.0.4 Threat Trading Laws With the recent imposement of stringent operating laws, there are regulatory bodies governing and restricting supermarkets and retailers to trade on Sunday (Telegraph,2010). This basically is a threat to supermarkets like Sainsbury as they would lose a huge amount of sales opportunity particularly on a weekend, as to when, relatively more customers have time to shop. As a result of that, with such laws being imposed on supermarkets, it would indeed have a significant impact on the profit margin of the organization. Regulatory requirements Sainsbury's Supermarket operations are subject to a broad spectrum of regulatory requirements particularly in relation to planning, competition and environmental issues, employment, pensions and tax laws and in terms of regulations over the group's products and services. (Annual Report, 2011). As a result of such regulatory requirements being imposed, certain strategic decision of Sainsbury can be affected in order to comply with industrial regulation and requirement, enabling the supermarket to incur a higher amount of cost as well as to barricade some of its daily operations.

4.0 Current Strategic Choices Analysis In recent years, Sainsbury has made strategic decisions to meet both needs of its customers as well as to remain competitive in the market. The Supermarket has developed efficient amount sustainability due to the competitive advantage it has among its rivals. With regards to that, both Porters 5 forces as well as the Threshold competence model has been used to evaluate the dynamics of the competitive structure in the supermarket industry Sainsbury has adopted.

4. 1 Porters 5 Forces 4.0.1 Barriers of Entry Established supermarket and brand Recent reports have shown that Sainsbury have been dominating the U.K market by 16.2% in the U.K Hyper market industry. (Gain report, 2011). This would be a threat to rivals as it would be difficult for new competitors to compete as consumers would be more loyal and confident in purchasing from established supermarkets and brands as it is well recognized. As a result of that, this would hinder the sales of new rivals in supermarket industry, causing them to alter their marketing and penetration strategy in the in tensed market. Economies of scale With Sainsbury joining forces with Safeway Supermarket, this encourages economies of scale to take place as they are able to offer a lower price compared to the new rivals. (Daily mail, 2011) Thus, they are able to bare the lower profit margin due to the availability of sufficient resources unlike new rivals who are still new and not fully established. This gives Sainsbury, a competitive advantage as they are able to offer consumers with cheaper prices of products compared to its new rivals. As a result consumer would most likely purchase products from supermarkets that are cheaper pertaining to the current deteriorating economic situation where the unemployment rate and inflation rate is very high in the U.K (BBC,2011)

4.0.2 Bargaining power of Buyers and Suppliers Buyers Concentration Buyers concentration in supermarkets is quite high in the U.K as there are many suppliers in the market. (Hertzberg, 2011). As a result of that, this is a threat to suppliers and an advantage to buyers as supermarkets like Sainsbury would be able to choose from a variety of suppliers offering the cheapest price on goods rather than being tied down to only a few suppliers. For instance, research shows that Sainsbury sells 20000 to 30000 products which come from 2000 suppliers all over U.K (Hertzberg,2011).Thus, because of the lack of bargaining power, many leading suppliers has managed to establish a good relationship with Sainsbury by being able to provide the supermarkets flexible credit terms (Guardian,2011).

Therefore, as a result of mentioned justification, suppliers have to establish a good relationship with buyers due to the fact that they have more freedom in choosing suppliers that offers a cheaper price and flexible repayment terms. 4.0.3 Suppliers Concentration The supplier concentration in U.K market is quite low as there are only a few potential buyers like Tesco, Asda, Sainsbury and Morrisons, but on the contrary, the availability of suppliers are many. (White field, 2010). As a result of that, this would be a threat to suppliers as they would have no choice but to most likely agree on the buyers terms, so that they would not lose their potential customers (big supermarkets). For instance based on the case that recently erupted as to where a few suppliers are accusing Sainsbury for threatening in making aggressive demands on price (Sue Kedgley, 2011). Based on the case above, it can be analysed that supermarkets would be able to dominate and negotiate with suppliers relatively more, as the availability of suppliers are high in U.K. 4.0.4 Competitive Rivalry Price Competition Price competition has been increasing drastically in U.K as rivals intend to gain a competitive advantage over each other. (BBC, 2011). As a result of that, this would be a threat to the supermarket environment as consumers would only purchase from supermarkets that offers the lowest rates on products due to high inflation rate (BBC, 2011). This can be justified based on the recent price slashing activities done by the top 4 supermarkets such as Sainsbury, Tesco, Asda and Morrisons in U.K. (BBC, 2011). Based on a supermarkets perspective, it basically causes them to lower down its profit margin as prices are reduced in order to remain competitive in the intense current market. If supermarkets fail to remain competitive in the market, it would definitely lose its customer base as consumers are able to gain cheaper products elsewhere. 4.0.5 Threat of Substitutes In House Supermarket Brands In house supermarket brand substitutes in U.K has been increasingly high as competition between own in house brands seems on the rise. (Brown, 2011). This would be a threat as competitors are trying to slash prices of these in house branded goods, thus, resulting in low

retaliation level among new rivals and other smaller supermarkets (Brown, 2011). As a result of that, Supermarkets that are able to offer a cheapest price on these in house branded goods, would most likely attract consumers to purchase from them in regards with the current economic situation being as unstable. As a result, this would be a threat for existing supermarkets that are unable to match the price of its competitor.

5.0 Threshold Competence Ability to adapt towards Consumers demand With the high demand of healthy food such as organic products (Help the aged, 2007), Sainsbury have adapted to the changes as it has increased its stacking up of organic products by 40%. (Red Fox, 2011) With Sainsbury having more than 2000 suppliers all over U.K, (JSainsbury,2011) the supermarket has the liberty to obtain a variety organic food to fulfil consumers demand. This has basically enabled Sainsbury to increase its total sales of organic food by 8.3% during the particular period of 2011 (J-Sainsbury, 2011). This can be analysed by the fact that Sainsbury is able to meet the changes in consumer taste as well as fulfil the changing demand of shoppers. Therefore, it would hereby increase customers loyalty towards Sainsbury as they are able to provide the products that are in demand among consumers. Sustain loyalty among its customers With customers loyalty increasing towards supermarkets, Sainsbury has been able to adapt to the changes by providing free gifts and vouchers in order to sustain and increase its customer loyalties. (Guardian, 2011). For instance, this can be analysed thorough its marketing and sales effort where Sainsbury has been giving out free gift vouchers worth 60 to those who are able to forward Sainsburys emails to their friends and families Smithers, 2011). Also additionally, Sainsbury have been giving out a free bag with a purchase of 50 and above in a particular month. (Smithers, 2011). By being able to do so, Sainsbury would actually have an opportunity to increase customer loyalty and value among its customers, which would result in having a huge impact on its sales.

Adapt to changes in consumers lifestyle With changes in consumers lifestyle, shoppers now prefer convenience packed food. (Publications, 2011). As a result of that, Sainsbury has been able to adapt to the environmental changes as it has increased its line of convenience food by adding 100 new products of convenience food this summer (Publications, 2011). With the availability of 32 lines of ready meal recipe from 2000 different suppliers, (Corsten, 2010), this justifies that Sainsbury has sufficient resources in providing and fulfilling consumers demand in the market of convenience food in a large variety. Sainsbury spokesman concluded that since it has faced a major boost in the sales of convenience food; it plans to further stock up 60% of ready-made food products for consumers. (Corsten, 2010).With that being said, with the high demand of convenience food in the market, Sainsbury would be able to increase its sales as well as consumers loyalty as it is able to adapt to the changes in the environment.

Establishment of relationships between buyers and suppliers With bargaining power of buyers having the tendency to rise, (Corsten, 2010) it has provided an opportunity for Sainsbury to dominate the price of goods, due to the fact that there are many suppliers in the market. This can be analysed through the fact that Sainsbury have extended its relationship with U.Ks leading supplier Kewill trade that has agreed to sells its half year goods on credit to both of these supermarket chains. (PR News Wire, 2012). By being able to obtain such an offer from suppliers, it does provide Sainsbury a flexible repayment method compared to its competitors. As a conclusion, both parties; supermarkets and suppliers have to work together hand in hand to stay competitive and competent in the market.

Online Shopping With online shopping having a major boost in the U.K, it has resulted in an amount of 4.5bn in the year 2011. (Internet retailing, 2011).On the other hand, Sainsbury has able to provide an online shopping service for its consumers whereby the it recorded one of highest sales in online history which amounted in 160 000 online orders in 2011. (Internet retailing, 2012). With the use of the Sun solution technology, this has enabled Sainsburys customers to place their purchases online leading trasaction to be automatically updated in the companys

sale review. As a result of that, this justifies that with an installation of such a technology, Sainsbury has taken the effort to offer an effective and efficient online shopping experience to its customers.

6.0 Sainsburys Strategic option: Cost Leadership Strategy With rising competition in the market, Sainsbury should adopt the cost leadership strategy based on the Porters generic model displayed in the appendix (Business Mates, 2010). This is an approach where Sainsbury can strive to offer its products to a wider range of market at a lowest price. Based on this framework, while cost leadership strategy are aimed at the broad market, Sainsbury may also choose to confine their product to specific market areas or may choose to offer a smaller line of products whereby pursuing a strategy of focus or niche. In other words, Sainsbury should pursue a strategy of cost leadership or differentiation either in a specific market or with specific products. Upon implementation of this this strategy, the supermarkets success will be based on its ability to manage their operating cost in order for them provide a competitive pricing in the market, which would eventually generate into higher profit margins, thus, having a competitive advantage over its rivals. Market development strategy: Join developments and strategic alliance By entering the Asian markets such as China and India, Sainsbury would be able to obtain an expansion in terms of revenue and brand awareness. Reports have indicated that Sainsburys interest in the Asian market has been growing due to the fact that there has been an increase in consumer spending as well as an increase of trend towards retailing. (Retail Asia, 2011) As a result of that, a strategic option for Sainsbury is to have international alliance with the local retailers in these Asian countries. This would basically be a form of development leading the supermarket to eventually exploit competence and current resources. By forming alliance with the local retailers, Sainsbury would be able to obtain local operating knowledge and expertise of its partners, as well as setting up its product development and stores operations to provide better shopping experience to shoppers. However, this would depend on the ability of Sainsbury to maintain its sustainability and feasibility. Sustainability would highlight the fact of how strong the strategy is to cope with whatever the circumstances the

supermarket would be likely to face, where else feasibility would address the issue whether Sainsbury has enough competence and resources to deliver the strategy. Product Development: Diversification and differentiation With changes over the years in business environments, it is definitely a good option to expand ones product mix to keep up with the trend and competition in the industry. Another strategy that Sainsbury can adopt based on Porters model is by diversifying its range of product and services. (Business Mates, 2010). This would require Sainsbury to focus on research and development which would enable addition cost to incur. In terms of diversification, Sainsbury can develop different store formats in the U.K, whereby each store offering one of its own shopping experiences. By implementing a unique strategy, Sainsbury would be able to command a premium price, thus leading to consumers obtaining shopping satisfaction and a higher return on revenue. As a result of implementing this strategy, Sainsbury would need to utilize their internal strength and minimize their internal weakness in order to gain a sustainable competitive advantage over its rivals.

7.0 Conclusion The success of Sainsbury supermarket shows how far the branding and effective service delivery beyond splashing its logo on a billboard. The supermarket chain has fostered powerful identities by making their retailing concept organized and spending it out into the culture through a variety of channels: cultural sponsorship, political controversy, and consumer experience and brand extensions. In a rapidly changing business environment with a high competition, Sainsbury have to adopt new expansion strategies or diversified the existing in order to sustain its leading market position in an already established retailing market. Sainsburys strategy at a corporate level defines the businesses in which Sainsbury will compete, in a way that focuses resources to convert distinctive competence into competitive advantage

Appendix

1.0 Sainsbury Financial Statement (J- Sainsbury, 2012)

1.2 Product life Cycle (Marketing, 2012)

Many

Complex Stable

Complex Dynamic

Influence

Simple Stable Slow Few Speed of Change

Simple Dynamic Fast

1.3 Emerald and Trist Model (Emerald Insight, 2010)

1.4 Porters Generic Model (Business Mates, 2010)

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