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39 views3 pages

Case Study

Uploaded by

My
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Ministry of Education and Training

UEH University
Faculty of International Business - Marketing

BASIC MARKETING - IBP004 CLASS


Case Study Answer

LECTURER Dang Van Thac


STUDENT’S NAME Pham Thuy Quynh My
STUDENT ID 31231026046
EMAIL [email protected]

Ho Chi Minh, December 10, 2023


QUESTIONS
1-16. To what extent do you think the acquisition of Argos by Sainsbury’s resulted in delivering
superior value to the customers?
1-18. To what extent would you agree with the claim that Argos’s marketing management
orientation is a marketing concept? Justify your standpoint with relevant points from the case study.
1-19. What are the key actions taken by Argos which show that the organization is following the
changing marketing landscape?
1-20. In view of the stiff competition in the UK retail sector, suggest various ways by which Argos
could continue to provide better value to its customers.
ANSWERS
1-16. Acquisition of Argos by Sainsbury's Delivering Superior Value:
- Enhanced Convenience: The integration of Argos into Sainsbury's stores provided customers
with a 'one-stop-shop' experience, combining grocery and non-grocery shopping. This is a
significant value-add in terms of convenience.
- Wider Product Range: Customers of Sainsbury's now have access to Argos's extensive
product catalog, diversifying their shopping options.
- Efficient Delivery Services: Argos's strong delivery network, including the same-day
delivery service, enhances Sainsbury's value proposition to its customers.
- Cost Savings and Competitive Pricing: The expected annual savings from the merger (£160
million) could be used to offer more competitive prices to customers.
1-18. Argos's Marketing Management Orientation as a Marketing Concept:
- Customer Focus: Argos’s approach of catalog retailing and efficient distribution indicates a
strong focus on customer convenience and satisfaction, aligning with the marketing concept.
- Adaptation to Market Changes: The shift towards digital retailing and emphasis on online
sales demonstrate Argos's responsiveness to changing consumer preferences.
- Competitive Strategy: Argos's strategies, like the same-day delivery service and the Black
Friday offers, show an understanding of the competitive retail landscape and a commitment
to meeting customer needs better than competitors.
1-19. Key Actions Showing Adaptation to the Changing Marketing Landscape:
- Digital Retailing: Transitioning towards a "click and collect" business and increasing online
sales, including a significant share from mobile payments.
- Technological Integration: Replacing hefty catalogs with iPad-style terminals for efficient
order processing, embracing the digital transformation.
- Same-Day Delivery: Introducing same-day delivery services, adapting to the modern
consumer's expectation of speed and convenience.
1-20. Suggestions for Argos to Provide Better Value Amid Competition:
- Enhanced Customer Experience: Further improve the in-store and online shopping
experience with user-friendly interfaces and streamlined processes.
- Personalization: Use customer data to offer personalized shopping suggestions, discounts,
and promotions.
- Expand Product Offerings: Continuously update the product range to include the latest
trends and innovative products.
- Sustainability Initiatives: Enhance eco-friendly product lines and sustainable practices,
appealing to environmentally conscious consumers.
- Community Engagement: Strengthen community ties through local initiatives and
partnerships, enhancing brand loyalty.
- Leveraging Data Analytics: Use data analytics to understand consumer behavior,
preferences, and tailor strategies accordingly.
- Omni-channel Strategy: Further integrate the physical and digital shopping experiences,
making them seamless for customers.
- Collaborations and Partnerships: Collaborate with other brands or technology companies for
exclusive products or offers.

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