Take a company of your choice... Describe how you would launch a new Essay

Take a company of your choice... recognize how you would launch a new product or service with that company using t - leaven Example....................................................................... 4.0 The Sainsbury course Service Model......................................................................... 5.0 Entry Strategy, Targeting Strategies and Critical Dimensions of Marketing Mix. 6.0 Marketing Objectives............................................................................................... 7.0 Conclusion References EXECUTIVE heavyset Sainsbury, a renowned UK foodstuff retailer, is currently seeking diversification strategies to sustain its gross growth in a highly competitive environment where competitive rivalry often dictates disdain strategy direction. Sainsbury bequeath be expanding into personal grooming services targeted primarily at young male adult consumers in the midst of the ages of 18 and 34. This service model will be positioning under prem iumisation strategies justified by geezerhood of brand loyalty touchd by the business through consistent and socially responsible commercializeing efforts. To achieve objectives of improving revenue by 18 percent, the new service, Sainsbury Style, must align the most critical belongings of business strategy, the promotion function in the marketing mix, with key lifestyle and attitudinal factors for this target segment. Sainsbury Style 1.0 entre Sainsburys is one of the expectantst grocery retailers in the United Kingdom, maintaining approximately a 16 percent market parting over such competitors as Morrisons and Tesco. In recent long time, in this oligopolistic market structure, major competition to Sainsbury has begun diversification strategies in order to gain a market share and improve its revenue position through new market engagement. An oligopoly is a market environment with very few large competitors and where competitive rivalry is important external threats (Boyes an d Melvin, 2005). In order to compete successfully, Sainsbury must begin providing auxiliary services unrelated to grocery procurement with a cloak-and-dagger label brand focus. Tesco, its largest competitor, witnessed a ampere-second percent growth in private label brands from 1982 to 2004 (Coriolis Research, 2004). To effectively diversify, Sainsbury will be launching the Sainsbury Style service, a hair styling, sculpting and consultation service targeted primarily at young male consumers, a private brand benchmarking existing promotional success for private label food promotions. 2.0 Methodology Examination of trade-related publications, unified annual reports, and research literature on psychographic segmentation and targeting was conducted to gain a richer perspective on the opportunities of diversification for Sainsbury. In order to successfully launch this new service concept at the organisation, trends in consumer get of personal beauty products and services were necessa ry to predict revenue growth and demand in the want male target market group. 3.0 Situation and Market Analyses Sainsbury has had difficulty in gaining a market share over major competition such as Tesco as it is becoming commonplace for these major grocery competitors to select diversification strategies to maximise revenue growth in a rapidly maturing industry. Sainsbury has managed, through years of effective integrated marketing strategies, to establish a well-recognised and favoured brand in diverse market segments. The business must capitalise on its brand personality to realise an effective launch of Sainsbury Style. 3.1 PEST and uprise Analyses Research did not uncover any imperative political factors