sainsburys战略营销管理

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1、Sainsburys战略营销管理-->JSainsburyPLC是在金融服务的兴趣大英国的食品零售商。自1869以来，它的连锁超市经受住了竞争性零售业务的挑战，成为英国最长的主要食品零售连锁店。与传统的为客户提供健康、安全、新鲜、美味的食物确实来自Drury巷的一个小商店目前在Holborn总部的一个很长的路，伦敦。目前，它在一周内为1800万多家客户提供服务，市场占有率高达16%。随着502家超市已经随着时间的推移多元化其业务至290塞恩斯伯里的便利店，一个基于互联网的宅配购物服务和塞恩斯伯里银行。以互联网为基础的送货

2、上门购物在英国家庭中占到了88%。他们清楚地确定了五个需要关注的地方，为了保持自己的优势在零售业务，这是一个公平的价格B）美食）加速增长互补的非食品范围C）达到更多的客户通过其他渠道D）增长超市空间E）积极开展物业管理。Introduction简介JSainsburyplcisahugeUKbasedfoodretailerarketshassurvivedthechallengesofpetitiveretailbusinesssince1869,akesitthelongeststandingmajorfoodret

3、ailingchaininUK.ersasmallstorefromDrurylanetothecurrentheadquarterinHolborn,London.Currentlyitisservingover18millioncustomersjustinaarketshareofastaggering16%.Alongarketsithasoverthecourseoftimediversifieditsbusinessto290Sainsbury'sconveniencestores,aninter-based

4、homedeliveryshoppingserviceandSainsbury'sBank.Theinter-basedhomedeliveryshoppingisavailablenoticeablytoabout88percentoftheUKhouseholds.Theyclearlyidentifiedfiveareastofocusoninordertomaintaintheirsuperiorityintheretailbusinessentarynon-foodrangesc)Reachingmorecus

5、tomersthroughadditionalchannelsd)Groarketspacee)Activepropertymanagement.SituationReviethesituationrevieyselectionofSeandisatrustedtoolofstrategicandmarketinganalysis.Itsimportanceinrevieassiveasitsuggestsstrengthsandopportunitiesandshielditselffroms,2005).Aftert

6、heexplanationofeverySentsofJSainsburyPlcI'vealsomentionedthelikelyeffectofsuchelementstotheirpetitiveadvantagesandbrand.Hoethodthathastobeusedverycarefullybecauseifnotthoughtorinvestigatedproperlytheresultsingasituationrevieongstthecroarkets.Thegooderloyalty,bran

7、dfamiliarisation,increaseandmaintenanceofcustomerbeliefetc.IfSainsbury'swanttoincreaseitsoutl-->etsthecostinvolvedforadvertisementforthelocalareasallerorganisationebuildingupsuchagoodbrandasitneedsalotoftimeandeffort.UseofeffectiveMarketingStrategy:Sainsbury'slik

8、eanyotherlargepanyhastouseeffectivemarketingstrategy.Ithasbeendoingsoverye.Sainsbury'suseofJamieOliveroneofBritain'smosthighprofilechefsouslylaunchedcampaignsr