Explore how the UK supermarket giants M&S and Sainsbury，adapt and innovate their marketing strategy.
1. Evaluate the history of the supermarket’s marketing strategy. (Please assess the supermarket’s marketing strategy and positioning by comparing whether the two companies are involved with Amazon Fresh – most retailers that have joined Amazon Fresh include Sainsbury’s, but not Marks & Spencer)
2. To explore how supermarkets have changed their strategies, refer to product xxx(I would like to refer to vegan food to take advantage of the effects before and after COVID-19) Please note that this is vegan not vegetarian
3. Suggest how Tesco should innovate/change their future marketing strategies according to the social environment changes.
By focusing on digital transformation, personalization, sustainability and social responsibility, customer experience and innovation
M&S has been focusing on its core values of quality and innovation, while also emphasizing sustainability and ethical sourcing. One example of this is its “Plan A” initiative, which includes commitments to reduce waste, promote sustainable sourcing, and improve working conditions for employees. M&S has also been investing in digital marketing, such as social media campaigns and online advertising, to reach a wider audience and engage with customers on new platforms. Additionally, M&S has been expanding its product range to include more p
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Sainsbury’s has been using a combination of marketing tactics to stay competitive, including price cuts, targeted promotions, and loyalty programs. In recent years, Sainsbury’s has also been focusing on sustainability and ethical sourcing, such as introducing new packaging materials and sourcing more products from local suppliers. Sainsbury’s has also been investing in digital marketing, using data and analytics to understand customer behavior and preferences, and tailoring its marketing campaigns to reach the right audience. Additionally, Sainsbury’s has been expanding its online presence, launching a mobile app and website that allows customers to order groceries for home delivery or pickup.
Both M&S and Sainsbury’s have also been adapting to the rise of e-commerce, offering online shopping and home delivery services. They have also been experimenting with new technologies, such as self-checkout machines and mobile payment systems, to make the shopping experience more convenient and efficient for customers.
In conclusion, both M&S and Sainsbury’s have been adapting and innovating their marketing strategies to meet changing consumer trends and competitive pressures. They have been focusing on sustainability, digital marketing, and e-commerce, while also expanding their product range and using data and analytics to better understand customer behavior and preferences. These strategies are likely to continue evolving as new trends and technologies emerge in the years ahead.