Forces analyses of Sainsbury

J Sainsbury plc is a taking UK nutrient retail merchant with involvements in fiscal services. It consists of Sainsbury ‘s Supermarkets, Sainsbury ‘s Local, Bells Stores, Jacksons Stores and JB Beaumont, Sainsbury ‘s Online and Sainsbury ‘s Bank. The determination to diversify into convenience shops is discussed farther within a Porters 5 forces analysis. Their aim is “ to function clients good and thereby supply stockholders with good, sustainable fiscal returns. They aim to guarantee all co-workers have chances to develop their abilities and are rewarded for their part to the success of the concern. The company ‘s policy is to work with all of our providers reasonably, recognizing the common benefit of fulfilling clients ‘ demands ; a construct which is considered in the Porter ‘s 5 forces analysis. They besides aim to carry through duties to the communities and environments in which they operate ” ( Sainsbury ‘s, 2008 ) a point which is discussed within a PESTEL analysis.

Sainsbury ‘s serves 16 million clients each hebdomad in 455 supermarkets and 301 convenience shops across the state. The company employs 148,000 co-workers committed to presenting ‘Great Food at Fair Prices ‘ . Yet more illustrations that can be included as a strengths in a SWOT analysis.

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Sainsbury ‘s sells & A ; lb ; 6bn of British nutrient every twelvemonth, an obvious strength in a SWOT analysis. The company works closely with smaller-scale providers to spread out local sourcing wherever possible, and has a web of over 3,500 local providers. In May 2006, Sainsbury ‘s launched Supply Something New, an advanced strategy to do it easier for little and moderate-sized providers to derive entree to Sainsbury ‘s and do locally produced nutrient available to more clients ( Annual Report 2007 ) . This could be argued to be an of import component in a PESTEL analysis.

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PESTEL analysis

PESTEL analysis – Political Factors

  • Increasing globalisation, presents a challenge every bit good as an chance to Sainsbury ‘s. The challenge will be to vie against unknown forces and to beginning the best quality/financially feasible merchandises from universe over. Sainsbury ‘s can come in the markets of emerging companies through joint ventures or partnerships to research these new markets, although it does non hold any programs on the skyline to make so.
  • The on-going probe of monetary value repairing amongst the large four retail merchants within the UK can hold some negative impact to the industry in general and Sainsbury ‘s in peculiar, as it is at the head of this allegation ( Rigby 2008 ) . Although Sainsbury ‘s is really good established among consumers, these allegations can take to a negative public image as the consumers might experience cheated.
  • In the UK, the Government is to diminish the rate of corporation revenue enhancement from 30 % to 28 % , which will salvage large companies like Sainsbury ‘s important amounts of money ( HM Treasury 2008 ) .

PESTEL analysis – Economic factors

  • The quickly increasing planetary nutrient crisis has increased nutrient monetary values all over the universe, which will ensue in lifting buying costs for Sainsbury ‘s ( 2008 [ online ] ) . This will hold an impact on the borders of the administration and might take to go throughing over the cost to consumers by increasing monetary values of most things in the supermarket. Furthermore, lifting fuel costs will hold deductions right throughout the supply concatenation of Sainsbury ‘s taking to an overall state of affairs of increasing monetary values.
  • The recognition crunch can hold a two manner impact on Sainsbury ‘s as it besides runs a fiscal services company with HBOS ( Annual Report 2007 ) . The recognition crunch might diminish the buying power of consumers and though they will still purchase the necessities they may be more cautious. They may besides pass less on luxury points, something that has a greater net income border for Sainsbury ‘s. As far the Sainsbury bank is concerned, the recognition crunch straight affects its ability to supply recognition particularly as it is non an established name in the fiscal services industry.
  • Stiff competition within every section of the retail sector has lead to retail merchants giving a batch of inducements to the consumers ( Annual Report 2007 ) . This will impact Sainsbury ‘s as the monetary values have to be driven down most of the clip.

PESTEL analysis – Social factors

  • Nowadays at that place seems to be more accent on fresh, easy manner cookery. This serves an chance for Sainsbury ‘s to promote new formulas and unfussy feeding.
  • There has been a immense accent by the authorities to advance healthy feeding ( 2008 [ online ] ) , chiefly due to the increasing degree of fleshiness within the UK ( section of wellness 2008 [ online ] ) . This has lead to many consumers to switch towards healthier nutrient. This presents an chance to Sainsbury ‘s to stock up with more healthy nutrient or create healthier nutrients at a cheaper monetary value than other makers so as to profit from this new tendency.

PESTEL analysis – Technological

  • The Internet phenomenon seems to be of all time turning within western states. It is predicted that by 2011 on-line retail gross revenues in Europe will hold reached Eur263bn, with British shoppers accounting for more than a 3rd of all gross. The Internet histories for 8 % of planetary advertisement spend and is turning quickly ( The Economist, 2007 ) . If used smartly, Sainsbury ‘s can leverage the cyberspace to its advantage. Rivals like Tesco use their ain online bringing theoretical account successfully. However, specialist bringing companies like Ocado ( working in partnership with Waitrose ) provide an option for the outsourcing of non-core work.
  • One of the downsides of supermarket shopping is the line uping system clients frequently find themselves in at the check-out procedure. Self checkout machines, employed by Asda and Tesco, can assist work out this job, particularly for clients who have to line up up for really few points. Furthermore, self checkout machines could assist in Sainsbury ‘s gap shops for 24 hours which might assist hike gross revenues.
  • Although non yet popular, RFID ( Radio Frequency Identification Device ) engineering can be used for important benefits to the supply concatenation of Sainsbury ‘s. If adopted, this engineering will take to less stock list for the supermarket houses taking to a leaner, more profitable administration ( waies magazine 2008 [ online ] ) .

PESTEL analysis – Environmental factors

  • A batch of accent western companies has been on the function of large companies in cut downing C footmark and increasing energy efficiency ( Bream 2008 ) . This is merely non a backburner issue any longer and every house will hold to turn out they are cut downing their impact on the environment, intending Sainsbury ‘s will hold to put more on green issues.
  • Other of import ethical issues, like sale of organic nutrient and the ethical intervention of animate beings, clearly consequence Sainsbury ‘s on assorted degrees. The turning importance of such issues means that they will hold to provide to those consumers every bit good as to consumers governed by monetary value. This is a sensitive issue as they will hold to equilibrate their public base on environment without losing consumers due to the addition in monetary values.

PESTEL analysis – Legal factors

  • With of all time rigorous Torahs on nutrient and drinks, Sainsbury ‘s will hold to follow more and more packaging and labeling policies to cover with these, which will be an extra fiscal load on the company.
  • Due to its involvements in fiscal services, there is of all time more legal examination in the operations of Sainsbury bank which means there is more duty sing legal conformity and other hazard steps.

Porter ‘s 5 forces analysis

Porter ‘s 5 forces analysis – Competitive competition

  • The retail market is highly competitory with a really crowded market. Now, more and more companies are seeking to acquire into non nutrient sectors ( Rigby and Killgren 2008 ) further escalating the competition.
  • Sainsbury ‘s has a market portion of 14.9 % in 2007, steadily increasing since its restructuring programme that started in 2004 ( Annual Report 2007 ) . This is a positive tendency but it lags good behind the runaway market leader Tesco, demoing that there is considerable distance to cover.
  • Tesco, Asda, and Morrison ‘s are the other three large supermarket ironss in the UK retail sector. All of them have a different competitory advantage over their rivals. Sainsbury ‘s range in the convenience shops makes it hold a larger client range.
  • Banks and edifice societies compete with Sainsbury bank but it is non a nucleus concern for Sainsbury ‘s.

Porter ‘s 5 forces analysis – Barriers for entry

  • Barriers to entry are highly high in the nutrient retail market due to a figure of factors. First, organized retail is amongst the most sophisticated sectors within the UK and needs a batch of investing, along with important trade name development, which takes old ages to set up ( Doyle 2002 ) . Second, retail is besides at an advanced phase within the UK and most of the western universe, which means there is small range for new entrants to set up themselves.
  • Local cognition is highly important within the nutrient retail sector, something that is hard for foreign houses to retroflex. This is corroborated by the presence of few planetary supermarkets within UK.

Porter ‘s 5 forces analysis – Menaces of Substitutes

  • The menace of replacements in the nutrient retail industry is a low one merely because consumers view it as a necessity, particularly in the developed universe and progressively in the emerging markets.
  • The retail market is ever seeking to meet and absorb new inventions with regard to nutrient merchandises or alternate concerns, to do shopping an highly enjoyable experience. This makes them highly hard to replace
  • The lone major menace of replacement is an internal industry menace whereby one supermarket can lap up the concern of other supermarkets.

Porter ‘s 5 forces analysis – Buyer power

  • Buyer power is high in this industry merely due to the presence of so many rivals selling the same merchandises. It is merely differentiated in monetary value and consumer trueness and progressively on green certificates. Furthermore, the shift costs are low for consumers.
  • As the economic system goes farther towards recession ( O’Doherty 2008 ) consumers ‘ demands are likely to be given more weight, increasing their power well.

Porter ‘s 5 forces analysis – Supplier power

  • Supplier power is normally more complicated as it is hard to categorize it. It is safe to name it a reciprocally dependent relationship as providers are in itself immense companies, like P & A ; G, Unilever, Cadbury etc. with immense trade name entreaty. It can be argued that if supermarkets do non sell their merchandises consumers will switch truenesss, doing providers really powerful. However, if the merchandises of large companies do non make supermarkets, their gross revenues volumes will be affected enormously. The relationship might alter depending on the state of affairs of the large branded provider, for illustration, when gross revenues of Cadbury ‘s dairy milk increased through the successful Gorilla ad run ( Wiggins and Urry 2007 ) .
  • Supplier power of smaller providers will non be considerable because of their gross revenues volumes on dependance on these supermarkets.

SWOT analysis

SWOT – Strengths

  • Sainsbury ‘s has had 13 consecutive quarters of growing demoing existent turnaround in its concern ( Rigby and Braithwaite 2008 ) . Even for 2007 it has shown an addition of 7 % in turnover and a immense 450 % addition in net income after revenue enhancement ( Annual Report 2007 ) .
  • It has an highly experient leading squad with Justin King, its Chief Executive having great congratulations for his work in Sainsbury ‘s ( 2008 [ online ] ) .
  • Sainsbury ‘s seems to be really good placed on green and environmental issues due to its assorted recent enterprises, like purchasing fair-trade bananas ( 2008 [ online ] ) . Furthermore its aid in shuting down gangmaster ( Taylor 2008 ) has had a positive consequence on the populace in general. It has a positive consumer trade name and it ‘s liked by both green militants and consumers.
  • It is one supermarket concatenation that has a clear famous person backing merchandises, taking to increased gross revenues. “ With Jamie Oliver, it has been simple for Sainsbury ‘s to see uplifts in gross revenues of specific ingredients that have been featured in ad runs. Apparently the supermarket had to order nine dozenss – the equivalent of two old ages ‘ supply – of Myristica fragrans to run into demand when it appeared in one of Oliver ‘s hundred-plus ads ” ( Dickinson 2008 ) .

SWOT – Failing

  • The coup d’etat command by the Qataris Private equity house last twelvemonth ( Arnold and Politi 2008 ) can hold some deductions as people are gravitating towards British companies and the chance of Sainsbury ‘s being governed by a foreign house can take to consumers exchanging truenesss.
  • Unlike Tesco ‘s enlargement program ( [ online ] 2008 ) , Sainsbury ‘s is non present in markets other than the UK. This can take to problem particularly if there is some job within nutrient retailing in the UK or if there needs to be a beginning of excess growing.

SWOT – Opportunities

  • Sainsbury ‘s alternate concern nowadayss a great chance for future growing. Its investings in belongings ( Killgren 2008b ) and a end of & A ; lb ; 40 million net income through its bank seem like a good scheme to prosecute
  • On-line gross revenues are a great chance every bit good, since online borders are higher and investings are non immense.

SWOT – Menaces

  • There needs to be uninterrupted heavy investing in environmental and green issues without immediate benefits. The job lies in keeping a balance e.g. Bio-fuel is an of import tool to control planetary emanations and its usage affects Sainsbury ‘s supply concatenation straight, so Sainsbury ‘s should back up it. However, a jet in bio-fuels has made maize dearer ( [ online ] 2008 ) impacting its monetary values within the UK and doing Sainsbury ‘s consumers bear the brunt.
  • Sainsbury ‘s operations are capable to a wide spectrum of regulative demands peculiarly in relation to planning, competition and environmental issues, employment, pensions and revenue enhancement Torahs and in footings of ordinances over the group ‘s merchandises and services.


Through this piece it can be seen through the assorted analyses ; Porters 5 Forces, PESTEL and SWOT, that Sainsbury ‘s is an iconic British nutrient trade name, good loved by its consumers. It had been enduring but since 2004 its image, and significantly net incomes, have improved enormously. However, it is non insulated to many outside hazards like recession and lifting stuff costs as highlighted in the PESTEL analysis. Although it has shown steady growing it is of import for Sainsbury ‘s to travel the following degree by disputing Tesco, a rival identified in the Porters 5 forces analysis, either by thought of international enlargement or on monetary value. This in concurrence with its increasing belongings portfolio and surrogate concerns should assist in go oning the strong growing way, every bit good as surging over menaces ( SWOT ) in its external environment.


  • Arnold, M. , and Politi, J. ( 2007 ) . ‘Rockier path to buy-out success ‘ , Financial Times, London, 7 November.
  • Bream, R. ( 2008 ) . ‘Use less power to cut emanations ‘ , Financial Times, London, 18 April.
  • Department of Health ( 2008 ) . hypertext transfer protocol: // World Wide Web. [ Online ] . [ Accessed 6th May 2008 ] .
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  • O’Doherty, J. ( 2008 ) . ‘Carrefour confident of run intoing gross revenues mark ‘ , Financial Times, London, 10 January.
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  • Rigby, E, and Killgren, L. ( 2008 ) . ‘Sainsbury buys back sites to fuel non-food growing ‘ , Financial Times, London, 27 March.
  • Rigby, E. ( 2008 ) . ‘Sainsbury onslaughts ‘scandal ‘ of monetary value enquiry ‘ , Financial Times, London, 3 May.
  • Rigby, E. , and Braithwaite, T. ( 2008 ) . ‘Sainsbury offers alleviation for retail merchants ‘ , Financial Times, London, 10 January.
  • Taylor, A. ( 2008 ) . ‘J Sainsbury helps near gangmaster ‘ , Financial Times, London, 17 April.
  • The Economist ( 2007 ) . The universe in figures: industries. The universe in 2008. p124 -126.
  • Vallely, P. ( 2008 ) . hypertext transfer protocol: // World Wide Web. ving-up-price-of-food-808138.html [ Online ] . [ Accessed 1st May 2008 ] .
  • Wiggins, J. , and Urry, M. ( 2007 ) . ‘Cadbury benefits from gorilla tactics ‘ , Financial Times, London, 11 December.

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