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Essay / Research Paper Abstract
This 3 page paper considers the way Sainsbury’s could market themselves in the US to compete in a very different market but still use the core competences the company has in the UK. The bibliography cites 4 sources.
Page Count:
3 pages (~225 words per page)
File: TS14_TEsainsUS.rtf
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Unformatted sample text from the term paper:
been bought by Wal-Mart (Euromonitor, 2005). The company has sought to compete in the UK on the basis of quality and choice with the use of association marketing with a
well known chef. There has also been the use of a loyalty strategy. The company has been unable to gain the same level of value out of the information and
as such changes from an in store loyalty point scheme to being a founder of the Nectar schemes that is used by several retailers to award points for purchase that
can be exchanged for a range of vouchers. The company wants to expand into the US and pursue an aggressive marketing strategy so that it will be number one
within a matter of years. This s a very ambitious goal and for the strategy to work the company needs to find a way of competing in a very different
and competitive market. In the US the market leader is Wal-Mart, who have also been behind the climb of Asda in the UK from the third to the second
spot. If we look at the US market then the way that the consumers are appealed to may help indicate what Sainsburys will have to deal with. The core
competence of Wal-Mart is to being good quality ranges to the consumers at good prices. The company have tried to developing more complex marketing messages of differentiation, but the most
successful are those that focus in quality, choice and value. There are not the same type of loyalty programmes as seen in the UK, loyalty is encouraged with co-branding credit
cards and the use of rebate offers offered to users of the credit cards (Frazier, 2006). However it may be argued that in the New England area where there s
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