Competitive Advantage in UK Retail

Running head: DISSERTATION
Dissertation
Name of the Student
Name of the University
Author Note

DISSERTATION
1
Abstract
This is a study, which will evaluate the business policies implemented by ASDA for gaining
competitive advantage in the market. The research will focus on highlighting the online retail
industry in United Kingdom, which is highly competitive in nature. The retail industry in United
Kingdom is highly competitive due to the high growth rate and presence of influential brands in
the market. Thus, the companies will have to use innovation for gaining competitive advantage
in the market and implement strategies to mitigate the threats from the rival companies. Thus, the
study will analyze the competitive strategies used by ASDA in order to identify the additional
strategies, which can be applied in order to become the market leader in that segment. Thus, by
linking with the objectives of the study, it can be seen that the currents strategies of the
organization is not right for the present scenario of the market and they will have to make
amendments. Moreover, they have invested in expansion of their physical retail stores which has
back fired for them and thus, they will have focus on development of the online retail segment of
the organization. Thus, the study has been able to identify the strategies, which are required by
ASDA to improve their market competitiveness and have provided effective strategies.

DISSERTATION
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Acknowledgement
By this research, I have experienced best possible learning of my life. By conducting this
research, I have learnt various concepts, models and theories. I first thank to the almighty God.
After that, I want to thank to my supervisor ______________ who is my friend, philosopher and
guide. I also thank my parents for being supportive and accommodative for completing this
research. I want to thank my friends for giving me the moral support while conducting this
research.

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Table of Content
CHAPTER 1........................................................................................................................7
INTRODUCTION...............................................................................................................7
1.0 Introduction....................................................................................................................7
1.1 Background of ASDA....................................................................................................7
1.2 Background of the research...........................................................................................8
1.3 Aim of the Research....................................................................................................10
1.4 Research Objectives.....................................................................................................10
1.5 Research Question.......................................................................................................10
1.6 Research Limitation.....................................................................................................11
CHAPTER 2......................................................................................................................12
LITERATURE REVIEW..................................................................................................12
2.0 Literature Review........................................................................................................12
CHAPTER 3......................................................................................................................21
RESEARCH METHODOLOGY......................................................................................21
3.0 Research Methodology................................................................................................21
3.1 Research Philosophy....................................................................................................22
3.2 Research Approach......................................................................................................25
3.3 Data collection.............................................................................................................26
3.4 Data Analysis...............................................................................................................26
3.5 Sampling......................................................................................................................27
3.6 Reliability and Validity................................................................................................27
3.7 Ethical consideration...................................................................................................28

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CHAPTER 4......................................................................................................................29
FINDINGS AND ANALYSIS..........................................................................................29
4.0 Retail trends 2017 in United Kingdom........................................................................29
4.1 ASDA Competitive Strategy.......................................................................................36
CHAPTER 5......................................................................................................................39
CONCLUSION AND RECOMMENDATION................................................................39
5.0 Conclusion...................................................................................................................39
5.1 Recommendation.........................................................................................................40
References..........................................................................................................................41

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List of Figures
Figure 1..............................................................................................................................14
Figure 2..............................................................................................................................21
Figure 3..............................................................................................................................23
Figure 4..............................................................................................................................24
Figure 5..............................................................................................................................30
Figure 6..............................................................................................................................30

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List of Table
Table 1...............................................................................................................................32
Table 2...............................................................................................................................33

DISSERTATION
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Topic: The evaluation of business policies for attaining market competitiveness in the UK online
fresh food sector- a study of ASDA food grocery, UK
CHAPTER 1
INTRODUCTION
1.0 Introduction
This is a study, which will evaluate the business policies implemented by ASDA
for gaining competitive advantage in the market. The research will focus on highlighting the
online retail industry in United Kingdom, which is highly competitive in nature. The retail
industry in United Kingdom is highly competitive due to the high growth rate and presence of
influential brands in the market. Thus, the companies will have to use innovation for gaining
competitive advantage in the market and implement strategies to mitigate the threats from the
rival companies. Thus, the study will analyze the competitive strategies used by ASDA in order
to identify the additional strategies, which can be applied in order to become the market leader in
that segment.
1.1 Background of ASDA
Competitor analysis is a method of identify the strengths and weaknesses of the rival
organization and the chosen organization. The identification of strengths and weaknesses of the
rival companies will facilitate in strategy formulation for marinating their competitive advantage
in the market. Competitor analysis will consist of the macro, micro and the internal analysis of
the organization, which will provide a broader aspect of the strategy that should be implemented