For the purposes of the marketing mix, process is an element of service that sees the customer experiencing an organisation’s offering. It’s best viewed as something that your customer participates in at different points in time. Process picks up on Sainsbury’s problems with supplying stores with the recent issues of ‘empty shelves’ and the failed business transformation project of late. “Previous reports on the Christmas sales in ‘In the News’ have commented on the problems Sainsbury’s has had in getting goods to the stores in sufficient quantities – something you would think is relatively simple – but the processes involved are highly complex and it appears that despite spending huge sums of money on the problem, Sainsbury’s have yet to get it right.”.
This part of the marketing mix is about the quality and appearance of the Sainsbury’s stores. It is obviously of great importance to Sainsbury’s that their stores make customers feel comfortable.
People are the most important element of any service or experience. Services tend to be produced and consumed at the same moment, and aspects of the customer experience are altered to meet the ‘individual needs’ of the person consuming it. Customers buy from people that they like so it is of great importance that staff are attitude, skill and appearance are first class. The ways in which Sainsbury’s add customer experience is through training, personal selling, and customer service.
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