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Performance Evaluation of Sainsbury's

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Task-3 Sainsbury’s plc has been operating in the UK market since 1869. Annual report’09 suggests that the company is currently serving 18 million customers each week with strength of 150,000 staff. It floated itself in 1973 under London Stock Exchange in 1973 as the biggest floatation at the time. To understand any strategy for any company, it is important to know what the key strengths, weaknesses, opportunities and threats are for the company. Sainsbury’s, historically has been renowned for its fair pricing. Furthermore, when the economic recession started, they introduced a new pricing strategy named ‘good, better, best’ pricing structure to meet the customers’ needs of matching their budget. This strategy turned out to be strength …show more content…

In 2009, the operating profit was 3.56% which was slightly above than the previous year. After deducting all the expenses, the left amount is the net profit and the proportion of net profit in respect to total revenue is the net profit margin. Sainsbury’s net profit margin for the years 2009, 2008 and 2007 were 1.53%, 1.84% and 1.89% respectively. The management thinks that the tough market condition and the other competitors with very cheap pricing have pushed them to squeeze their profit margin ratio. The graph below shows the Return on Capital Employed as well. The ROCE gives the idea about how much return a company is making on its used capital. (investorwords.com) The ROCE for the company was 9.46%, 7.10% and 7.59% for the years 2009, 2008 and 2007 respectively. The year 2009 proved to be a little bit more in context of return on capital employed. Now, if these figures are compared with the market leader, it will be clearer about the company’s profitable position. In the years 2009, 2008 and 2007 TESCO, who is the market leader for the market Sainsbury’s are operating, also performed very well. TESCO’s revenue also took a steep upward curd in between 2007 and 2009. Their revenue increased by 29.4% to £54327m in 2009 from £42641m in 2007. TESCO’s ROCE was 11.44%, 14.02 and 15.90% in the mentioned years. The gross margin and operating margins

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