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论文作者:www.51lunwen.org论文属性:作业 Assignment登出时间:2016-03-08编辑:zhaotianyun点击率:8572
论文字数:3157论文编号:org201603071904168581语种:英语 English地区:中国价格:免费论文
关键词:Differentiation Strategy成本优先
摘要:本文主要讲述了J Sainsbury Plc是桑斯博里超市有限公司的母公司,通常被称为塞恩斯伯里。此外,还提及了该公司中出现的战略营销管理知识。
Sainsbury's marketing environment:
Sainsbury's performance over the past 12 months has been underpinned by the enormous changes made during the ‘Making Sainsbury's Great Again' (MSGA) recovery programme. Sainsbury's is now a stronger business having delivered four consecutive years of sales growth and continue to build on this strong foundation. Its focus on listening to customers and constantly working to improve their shopping experience has enabled them to successfully anticipate and respond to changing economic conditions during the past 12 months. The brand has been proven to be both resilient and flexible and are competing effectively and growing sales in a particularly challenging economic environment.
The ‘Company's Recovery to Growth' plan has five areas of focus:
?Great food at fair prices
?Accelerating the growth of complementary non-food ranges and services
?Reaching more customers through additional channels
?Growing supermarket space
?Active property management
These areas are underpinned by Sainsbury's strong heritage and brand which consistently sets it apart from major competitors.
Marketing Mix:
The marketing mix is generally accepted as the use and specification of the ‘four Ps' describing the strategy position of a product in the marketplace.
Four Ps
?Product: A tangible object or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. Intangible products, are often services based liked the tourism industry and the hotel industry or codes-based product like cell phone load and credits. Typical examples of a mass produced tangible object are the motor car and the disposable razor. A less obvious but mass produced service is a computer operating system.
?Price: The price is the amount a customer pay for the product. It is determine by a number of factors including market share, competition, material costs, product identity and the customers perceived value of the product. The business may increase or decrease the price of product if other store have same product.
?Place: It represent the location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the internet.
?Promotion: Promotion represent all of communication that a marketer may use in the marketplace. Promoion has four distinct element- advertising, public relation word of mouth and point of sale. A certain amount of crossover occurs when promotion use the four principle element together, which is common in film promotion. Advertising covers any communication that is paid for, from cinema commercial, radio and internet advertise through print media and billboards. Word of mouth is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create word of mouth momentum. Sales staff often plays an important role in word of mouth and public relation.
A marketing mix is the set of marketing tools a firm utilizes to pursue its marketing objectiv本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。