Sainsburys战略营销管理.doc

　　Sainsburys战略营销管理 --J Sainsbury PLC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 J Sainsbury plc is a huge UK based food retailer arkets has survived the challenges of petitive retail business since 1869, akes it the longest standing major food retailing chain in UK. ers a small store from Drury lane to the current headquarter in Holborn, London. Currently it is serving over 18 million customers just in a arket share of a staggering 16%. Along arkets it has over the course of time diversified its business to 290 Sainsburys convenience stores, an inter-based home delivery shopping service and Sainsburys Bank. The inter-based home delivery shopping is available noticeably to about 88 percent of the UK households. They clearly identified five areas to focus on in order to maintain their superiority in the retail business entary non-food ranges c) Reaching more customers through additional channels d) Groarket space e) Active property management. Situation Revie the situation reviey selection of Se and is a trusted tool of strategic and marketing analysis. Its importance in revieassive as it suggests strengths and opportunities and shield itself from s, 2005). After the explanation of every Sents of J Sainsbury Plc Ive also mentioned the likely effect of such elements to their petitive advantages and brand. Hoethod that has to be used very carefully because if not thought or investigated properly the results ing a situation revieongst the croarkets. The gooder loyalty, brand familiarisation, increase and maintenance of customer belief etc. If Sainsburys want to increase its outl --ets the cost involved for advertisement for the local areas aller organisation e