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Essay / Research Paper Abstract
This 25 page paper looks at an issue facing the management of Sainsbury's, a UK supermarket, The firm is loosing market share and the profit levels are lower than a few years previously. The paper gives an introduction which defines the problems and give aims and objectives for the research, then performs an in-depth literature review. The review looks at the firm and the way it competes and then assesses the way firms can gain customers and keep them, creating loyalty. Primary research is then simulated with the findings reported and recommendations made. The bibliography cites 20 sources.
Page Count:
25 pages (~225 words per page)
File: TS14_TEprobsains.rtf
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Unformatted sample text from the term paper:
Schemes in the Consumer Markets 15 2.2.5 Consumer Behaviour and Loyalty Schemes 18 3. METHODOLOGY 21 3.1 METHODOLOGICAL FRAMEWORK 21 3.2 DATA COLLECTION 23 4. FINDINGS 24 5. DISCUSSION 26 REFERENCES 27 1. Introduction
Businesses face a large number of challenges everyday. As the environment changes businesses need to change and adapt in order to carry on meeting the demands of the environment. The
firms that do not change are likely to see falls in sales and profits. The way changes are made, or are not made, are the result of management decisions and
the way that the organization is managed, this may related to issues as diverse as human resource issues, marketing and operations management. Looking at J Sainsbury1, a UK supermarket, there
has been a significant downturn in the market position over the last decade. The firm has been fighting to recover market share. Sales have increased in the last few years,
following losses several years of declining sales revenue, as the market has grown, but growth that has occurred has not occured proportionately with the market growth. Along with the
loss of market share the level of profit created by the firm has also decreased. There has been some recovery in profits, but the level has not yet returned to
the level seen in 2004 and the firm still fights to retain market share. 1.1 The Problem The management of the organization have a distinct problem, how to regain and
then retain market share. This is an issue that has been eluding them for number of years. The measures taken, such as the national advertising using Jamie Oliver, has had
some impact, but the real issue is to determine how and why the firm is unable to gain market share n the same way as rivals such as Tesco over
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