MARKETING FUNDAMENDALS Essay Example | Topics and Well Written Essays - 4750 words

MARKETING FUNDAMENDALS - Essay ExampleHere we will conduct a customer analysis of the markets of Sainsburys which is the most effected supermarket brand in UK. 1The macro milieu of any organization mainly consists of four factors Political, Economic, Socio-cultural and Technological factors. In order to analyze the macro-environment PEST analysis is used. In order to understand the influence of factors in the macro-environment upon the consumer behavior of Sainsbury, we will have to undertake the PEST Analysis of Sainsbury.The market of Sainsburys is mainly the economy and pension customers of UK. In order to understand the affect of macro factors on Sainsbury we will have to study the macro factors of UK. We will proceed as followsThe political environment in UK is one of the most stable in the whole world. There is a Kingdome rule in it for centuries which lead to a well balanced accomplishment of successful giving medication rules in the landed estate.In order to control the trading system in the country the government has made many regulatory political science. These authorities ensure the healthy, well-balanced priced, environmental friendly etc aspects of the various business industries in the country. e.g. in January 2007, the government put a lot of pressure on the supermarket and retail industry to cut short the packaging materials as they were adding to the household waste in country. This step was taken in response to the mounted anger among customers who were veneering environmental hazards due to a lot of wasted packaging materials. The Independent moved an anti-waste campaign to reduce customers worries about packaging waste handling and the government fully supported it. The Office of Fair Trading, Food Standards Agency, and Trading Standards Central Agency etc are various regulatory bodies established by the government in order to provide the consumers a safe and well-aware purchasing environment. Such regulatory authorities not only cont rol the various aspects of product/ service qualities of industries only also offer education to the consumers for making informed-buying.There exists a Supermarket Code of Conduct in the country which deals with the relationships of supermarkets and their dealers. It safeguards the interest of the dealers.Economic factorsThe economic condition of the country and the pricing strategies of competitors can have a direct impact upon the sales and costs of the Sainsburys business. The economic condition of UK is very stable and it has been ranked as the s dismantleth most stable and prosperous country in the whole world in a most recent one year analysis of 235 countries. It has even superseded the United States of America which is placed at 22nd position. It shows a growth and stability in the household disposable income of the customers in the coming five age which directly impacts the sales growth. The economical strength of UK depicts the strong purchasing power of the customers i ndirectly. The customers have a study level of earning and income and therefore can purchase aid products of good quality from any good supermarket in the country.The recent increase in terrorist attacks in the country has posed a greater risk to the sustainability