Sainsbury Supermarkets were established in 1869 by John James and Mary Ann Sainsbury and is Britain’s longest standing major food retailer. They opened their first small dairy store in one of London’s poorest areas. The store quickly became hugely popular for offering high quality goods at low prices. It was so successful a further 3 stores were opened in other Market streets in Shepney, Islington and Kentish Town.
By 1882 John James Sainsbury had 4 stores and major plans to expand his business further. He opened a depot in Kentish Town, northwest London to supply this growing chain. It was also in 1882 he opened his first branch. In the late Victorian period John James found it necessary to step up his rate of expansion to avoid competition from large national multiple retailers such as Liptons, who posed a serious challenge to what was a small regional store like Sainsbury. John James recognised the need for further expansion in order to compete with these competitors.
Between 1890 and 1990 the number of Sainsbury branches trebled from 16 to 48. Today Sainsbury’s have 4 main competitors in the supermarket business, those being Asda, Tesco, Safeway and Morrissons. In retail banking the main competition comes from Tesco financial services, M;S financial services, the traditional high street banks, Egg, Capital 1 and Halifax. What does Sainsbury offer its customers? Sainsbury is a UK leading food retailer offering 34 000 products, 50% being Sainsbury’s own brand, including fresh produce. As well as a wide range of quality food and grocery products, many of the store across the country offer bread baked on the premises, a delicatessen, meat and fresh fish counters, pharmacies, coffee shops, restaurants and petrol stations.
Sainsbury’s supermarkets, not only have interests in food retailing but in a much wider range of services, including property, banking, Bell’s and Jackson’s stores. Business Aims, objectives and mission statements What is an ‘AIM?’ An AIM expresses in general terms what the business sets out to do in the long term. What are ‘Business objectives’? In order to deliver our mission and restore profitable growth Sainsbury’s are focusing on three core, interrelated areas:
Outstanding quality and choice We are committed to providing our customers with quality and choice in both food and non-food areas. We are constantly looking at ways to innovate and improve own brand products so that we can provide our customers with food, beauty products, homewares, general merchandise, banking and customer services. All of which make the weekly shop more convenient.
Delivering great service Our number one job is to serve our customers well. This means we must look to provide a consistent level of good customer service across all our activities whether this is customer contact, product availability, food quality or banking services. Competitive costs We have recently completed our modernisation programme and are working to ensure we get maximum benefit from these investments.