ASDA Grocery Marketing Plan: Marketing Management, University BABS

This report provides a comprehensive marketing plan for ASDA's grocery products, analyzing the company's current marketing mix (4Ps) to identify strengths and weaknesses. It recommends expanding into more foreign markets and leveraging social media to enhance customer reach. The report also evaluates the use of digital marketing strategies, including E-marketing and M-marketing, and how these can contribute to ASDA's success. The analysis covers ASDA's product range, pricing strategies, distribution channels, and promotional activities, offering actionable recommendations for improving its competitive position and market share in the global market. Desklib provides access to similar solved assignments and past papers for students.

Marketing Plan

Contents
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION...........................................................................................................................2
MAIN BODY...................................................................................................................................2
Analysing brief description of the organisation along with background information on the
selected product line....................................................................................................................2
Examining the current marketing mix of the company by focusing on 4Ps of their selected
product line in order to identify its strengths as well as areas of improvement within their
marketing mix..............................................................................................................................3
Recommendation for the company in order to improve its marketing mix. Justification for all
the recommended challenges.......................................................................................................5
Evaluating how the organisation can use appropriate digital marketing strategies, including an
analysis of E-marketing and M-marketing strategies. Analyse how these strategies can
contribute to the success of their organisation.............................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

EXECUTIVE SUMMARY
A marketing plan refers to a report that helps company to outlines their marketing
strategy that helps in selling their product and service in market. Marketing mix refers to an
effective method that covers four important elements of an organisation in order to promote their
product and service in market in efficient manner. The report is about ASDA which is
multinational retailing company of UK. The following report analyse current marketing mix for
its grocery products for identifying its strengths as well as weaknesses areas. The strong strength
of the company is huge variety of products but its limited presence in global market in
comparison to its competitors reflects its weakness in marketing mix. The recommendation is
provided to the company is to expand their business in more foreign countries in order to gain in
effective manner. The more use of social media platforms help them to increase customer base in
foreign country in better manner.
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INTRODUCTION
A marketing plan describes the advertising strategy which help company to implement it
in order to sell its product and service in the market in better manner. This will help is
determining target market for the product or service, best method to reach them, better price
point for the sold of product or service as well as how to measure their efforts (Alders, 2021).
For the following selected company is ASDA which is a multinational retailing company of UK
which provides of service of grocery, general merchandise as well as financial services. The
company was founded by Peter and Fred Asquith as well as Sir Noel Stockdale on 19 February
1949 and its headquarters is in Leeds, UK. The selected product line of the company is grocery
products. The report includes brief description about the organisation along with the some
background information on the product line or service. It further includes examination on the
current marketing mix of the company by focusing on its 4Ps in order to identify their strengths
as well as areas in improvement in their marketing mix along with the recommendations for
improving their marketing mix. In addition to this, it also includes digital marketing strategies,
analysis on E-marketing and M-marketing strategies as well as how these strategies can
contributes to the success of organisation.
MAIN BODY
Analysing brief description of the organisation along with background information on the
selected product line
ASDA is one of the leading retailers in UK which is founded in the 1960 in Yorkshire.
The stores of the company sell different variety of merchandise which includes apparel and food
as well as music, housewares, videos and books. The company was originated by the efforts of
English dairy farmers in order to protect themselves from the fall of milk prices after World War
1. The company owns as well as operate a chain of supermarkets where variety of products are
sold like health and beauty products, food and drinks products, electrical products, household
goods, baby products, toys as well as music and video products. The company also sell its
products on online platforms in order to reach its target customers that belongs form different
areas in all over the world. The company is also offers variety of other service also which
includes financial services as well as mobile phones that uses existing EE network (Apio, 2018).
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The selected product line of the company is grocery products that are available in wide
variety in its store which includes drinks, frozen foods, food cupboard, chilled food, bakery and
fresh food, pets food, household and laundry, beauty and health, outdoor, home and
entertainment, as well as toodler baby and kids. The company always focus on providing quality
products to their customers in order to maintain their health and safety. These wide range of
variety in grocery products makes its competitive position in the market and help in increasing
their sales in better manner.
Examining the current marketing mix of the company by focusing on 4Ps of their selected
product line in order to identify its strengths as well as areas of improvement within their
marketing mix
Marketing mix describes the collection of different actions or tactics that help company
to promote its product or brand in the market in better manner (Chernev, 2020) . This is used to
focus on four factors of the company that are product, price, place as well as promotion. This
will help company to understand what their product and service can offer to their target
customer. This assist company to plan, develop as well as execute effective marketing strategies.
The marketing team of ASDA uses this in order to analyse the effective strategy that helps in
promoting its wide variety of product and service in the market. This will also help them to
identify as well as understand the needs and wants of their target customers in order to develop
their product in order to make their customers satisfied. In context of ASDA, its current
marketing mix by focusing on four factors in order to analyse their strengths and weaknesses
within marketing mix are described below:
Product- It refers to a good or services that work as a solution in order to satisfy the
needs of their customers in better manner. This makes company while developing the product
need to consider the life cycle of their product in order to analyse what type of challenges may
arises during its stages (Coelho, 2021). In respect of ASDA, it is a one of the leading retailing
company with a wide range of product. The company is focus on providing doorstep service to
their potential customers. The company has unique variety of product and services in different
range in order to fulfil the needs and wants of their customers in better manner. The groceries
products of the company is also in different variety with a wide range in order to fulfil the needs
and desire of their customers in better manner. Its huge range of products describes its greater
strengths which helps in making competitive position in the market.
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Price- The describes the cost of the customer that the customers are willing to pay in
order to purchase it. This also help company to determine the profit that they are able in order to
generate (Costilla Beltrán, 2021). This makes company to consider following things while
setting price for their product which includes production cost, price range of competitors as well
as perceived product value. In aspect of ASDA, cheap and reasonable pricing strategy are used
for their grocery products in order to attracts customers in large scale. The company gives huge
importance to its low pricing strategy because it is able to increase their sales as well as profit
margins. The company is offer several discounts and incentives on specific days, holidays and
off-seasons as well as it also adopt an effective promotional pricing strategy in order to increase
their sales.
Place- This describes the methods for distributing the products to its target customers.
The makes company to analyse those places for the distribution of their product and service
where it can easily accessible by its customers. In regards of ASDA, it owns many stores, super-
centres, superstores and super markets in many countries which helps in distributing its groceries
products (Dib, 2018). This will help in easy accessible for their customers in order to purchase
their product in better manner. Its extensive distribution describes its greater strength which
helps in distributing their grocery products to their target customers in better manner. Companies
lower global presence reflects its greater weakness which may affects its competitive position in
the market.
Promotion- This refers to a method that help company to attract more and more
customers for their product and service. This includes various promotional strategy that help
company to promote their product and service in better manner such as customer service, sales
promotion, advertising, public relations, etc. This makes company to consider what are action
used by their competitors, what are the most effective channels for reaching their customer as
well as analyse is they are able in order to match with the perceived value of their product while
creating promotion strategy for their product. In case of ASDA, it uses eye catching commercials
in order to advertise their grocery products such as leaflets, newspapers, hoardings, billboards,
radio as well as television channels. The company is also uses social media platforms such as
Facebook, YouTube in order to gain attraction of global customers in better manner. Its
marketing campaign is more excellent from its competitors which makes its greater strengths in
order to gain high customer base for their products.
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As per the above analysis of marketing mix of ASDA, it has been analysed that its wide
range of grocery products and their well expansion in UK describes its greater strengths that help
in gaining the competitive position in the market. By the use of cheap and reasonable prices, it
help company to attract more and more customers for their grocery products which also helps in
increasing their sales and profit in effective manner. The company is uses effective marketing
strategy that are beneficial to them in order to make strong presence in the market. Its 25
distribution centres across the UK helps in distributing their grocery products to their potential
customers in effective manner (Opresnik, 2018). The company is also has effective social media
and online presence in the market that helps in making their customers more effective in order to
sell their products to them more effectively. This will also helps in increasing their competitive
growth in better manner. The company has limited expansion in global market in comparison to
their strong competitors which affects its competitive growth as well as decreases market share.
Its research and development on innovation and technology is too low which creates problems to
them in order to compete with their strong competitors in better manner. This makes company to
invest more in new technology in order to make innovation in their business which not only
make them strong competitors but also increase their customers and sales in effective manner.
Recommendation for the company in order to improve its marketing mix. Justification for all the
recommended challenges
As per the above evaluation of current marketing mix of ASDA for its grocery products,
it is recommended to the company to expand their business in more country in order to improve
their weakness of limited presence in global market which help company. The huge variety in
their grocery products have an ability in order to fulfil the needs and wants of global customers
in better manner (Shields, 2019). By expanding their business in many countries help them to
increase their competitive growth in global business environment. The company is focus on
offering cheap and reasonable prices helps in gaining the attraction of customers in another
country in effective manner. This will also helps them to make their expansion more profitable in
another country. By using low pricing strategy helps company to expand their business in
another country in effective manner. This will help in increasing sales in another country as well
as maximise their profit in better manner.
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Evaluating how the organisation can use appropriate digital marketing strategies, including an
analysis of E-marketing and M-marketing strategies. Analyse how these strategies can
contribute to the success of their organisation
Digital marketing refers to an marketing methods that help company to market their
product by using online platforms and internet (Sumarwan, 2019). A digital marketing strategy
refers to a plan that helps in outlining how their business achieve their marketing goals by using
online channels such as search as well as social media. In account of ASDA, different type of
digital marketing strategy that helps them to promote their grocery products in national and
international market effectively are described below:
Search Engine Optimization- This refers to the one of the most effective digital
marketing strategy in today's world. This describes the process that help company to improve
their website in order to ranks it high in any search engine. By the use of this strategy, it helps
ASDA to sell their grocery products in online platform in better manner. This makes their
websites improve in order to highlight in top position in any type of search engine. This implies
that if the customers search about any grocery products in their search engine this shows their
product in top. This will also help in expanding their business in more foreign countries in better
manner. This also enhance the competitive position of company in the market.
Pay-per-click advertising- This refers to powerful and cost effective digital marketing
strategy. This describes a paid form of advertising which is based on an auction based system.
This will help in propelling website of ASDA in top position in any search results that help in
selling their products in digital platform in effective manner (Torossian, 2020). This strategy
includes the advertising on social media, search engine as well as other platforms in effective
manner. The main aim of this strategy to reach the searcher with transactional queries when they
are ready to buy the grocery products of ASDA.
Content Marketing- This strategy makes company focus on reaching, engaging as well
as connecting the customers with the help of proper content. The content includes various things
such as videos, blog, posts, infographics and many more in order to provide the value to the user
in better manner. This makes ASDA to make effective content for their groceries products in
order to sell their products in effective manner and help company to reach the customers in
effective manner. This will also help them to expand their business in another country more
effectively by attracting more customers for their products in better manner. The basic goals of
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this strategy is to provide valuable information for their target audience, generate conversions as
well as increase traffic in effective manner.
Email marketing- This also a cost effective digital marketing strategy that help company
to promote their goods and service in online platform in better manner. This strategy help
company by making focus on retaining existing customers as well as increase new ones in
effective manner. This refers to an effective techniques that help ASDA to build brand
awareness, keep their company in top of mind of customers as well as encourage repeat
purchases (Tumwebaze, 2019). This strategy is similar to content marketing strategy because it
focus on providing valuable information to their customers in better manner. This is also useful
in order to promote their groceries product when it was expanding their business in another
country.
Social media marketing- This refers to most usable digital marketing strategy that helps
company to promote their products and services as well as increase their business growth in
better manner. This strategy making focus on building brand awareness of the company as well
as increase conversions in between the customers and company. This strategy makes ASDA to
use several social media platforms in order to promote their product and service in another
country in better manner. This will help company to increase their reputation in international
market in better manner.
E-marketing and M-marketing strategy-
E-marketing strategy describes the electronic marketing strategy which encompasses all
those methods that are used on web. Email refers to one of the most effective e-marketing
strategy that is most useful for the small business in order to promote their product and service in
effective manner. E marketing strategy help ASDA to promote their grocery products in national
and international market in effective manner as well as reach to existing and new customers in
more better and effective manner (Westwood, 2019). This method makes company to give their
proper time and energy in order to use this strategy for the promotion of their grocery products in
more effective manner.
M-marketing strategy describes the mobile marketing that help company to promote
their product and service in fastest manner. This will help company to attract customers in
effective manner. This strategy is might too costlier in comparison to e-marketing strategy but it
is to more effective in long run. This makes ASDA to promote their products in national and
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international marketing by sending messages to their target customers in order to increase their
sales in effective manner. This will help company to increase their customers an sales in
effective as well as enhance their competitive position in better manner.
From the above discussion, it has been analysed that social media marketing strategy is
most useful and effective strategy for ASDA in order to make their expansion in many countries
in better manner as well as increase their customers. This is useful because many people are
using social media in order to purchase products, entertain, as well as make conversation in all
over the world. This can be useful for the company in order to attract more and more customers
for their grocery products as well as enhance their competitive growth in better manner.
CONCLUSION
From the above mentioned report, it has been concluded that marketing plan refers to an
effective strategy that help company to analysed and evaluate all those action that are required in
order to promote their goods and service in better manner. Marketing mix is used to help
company to analyse best marketing method in order to promote their product and service by
analysing needs and wants of their target customer, effective pricing strategy, proper distribution
channel as well as efficient promotion strategy for their products. By expanding business in
another country help companies to increase their customers and sales as well as enhance their
competitive growth in effective manner. Search Engine Optimization, Pay-per-click advertising,
Content Marketing, Email marketing and Social media marketing are different kind of digital
marketing strategy that help company to promote their products and service in digital platforms
in better manner.
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REFERENCES
Books and Journals:
Alders, T.J.A.M., 2021. Marketing plan for FOREO: Introducing the innovative skincare brand
in the Netherlands (Doctoral dissertation).
Apio, S., 2018. Marketing Plan for Kitante Primary School Library.
Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
Coelho, M., 2021. Bringing Excitement to Learners Working With Real-Life Clients: Students
Developing a Marketing Plan for Companies. In Developments in Virtual Learning
Environments and the Global Workplace (pp. 228-246). IGI Global.
Costilla Beltrán, S., 2021. Marketing plan of Mielso.
Dib, A., 2018. The 1-Page Marketing Plan: Get New Customers, Make More Money, And.
Opresnik, M.O., 2018, July. Effective Social Media Marketing Planning–How to Develop a
Digital Marketing Plan. In International Conference on Social Computing and Social
Media (pp. 333-341). Springer, Cham.
Shields, A.C., 2019. Developing a Basic Marketing Plan. Law Prac., 45, p.14.
Sumarwan, U., 2019. Pemasaran Strategik: Perspektif perilaku konsumen dan Marketing plan.
PT Penerbit IPB Press.
Torossian, J., 2020. Development of a Marketing Plan for A Concert & Events Promotion
Company (Doctoral dissertation, California State University, Northridge).
Tumwebaze, J., 2019. A Marketing plan for Kakunguru Memorial School Library,
Kibuli (Doctoral dissertation, Makerere University).
Westwood, J., 2019. How to Write a Marketing Plan: Define Your Strategy, Plan Effectively and
Reach Your Marketing Goals (Vol. 152). Kogan Page Publishers.
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