Sainsbury’s main objective is to increase sales to retain their number one spot in the supermarket industry within the UK. Sainsbury’s goal to achieve their objective is by delivering an improved quality shopping experience for its customers with high quality products for low prices. Sainsbury’s are trying to gain back the customers that they have lost in the past years. Today Sainsbury’s are competing against the major leaders of the supermarket industry. These include Tesco who happens to be the market leader in the UK, ASDA which Wal-Mart took over and also happens to be the market leader in the world, and Morrison’s which is also a well-established supermarket retailer