S/M/87. Marketing Project on J. Sainsbury

A thorough analysis of the current strategic position of Sainsbury shall be defined in light of its operations within domestic and international markets. An SWOT then emerged based upon the strategic capabilities examination, which composes a resources audit and the corporate structure. Followed by the proposal and evaluation of several strategic options, each offering an alternatively forward-looking direction for JS, the objective of this project is to formulate a cross-functional strategy for the prospects, aiming to strengthen the market position and to recover the loss of market share. With reference to its corporate value and the circumstances, a final recommendation of choice shall be given.