ASDA Marketing Plan

This marketing plan discusses the strategies used by ASDA, a leading supermarket chain in the UK. It covers their marketing mix, BCG matrix analysis, Ansoff's matrix, and customer-driven strategy. The plan also includes the company's objective and a brief introduction to the company.

ASDA MARKETING PLAN

Table of Contents
INTRODUCTION...........................................................................................................................3
Objective of marketing plan.........................................................................................................3
MAIN BODY...................................................................................................................................3
Marketing Mix.............................................................................................................................3
Marketing analysis BCG..............................................................................................................4
Ansoff's matrix.............................................................................................................................5
Customer driven strategy.............................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing plan refers to the document that layout the marketing efforts of business in upcoming
period that usually a year. This is also outlining the marketing strategy, advertisement,
promotional activities which planned for period. Present report based on ASDA, supermarket
chain, headquartered in Leeds, England (Kotler, Tan and Leong, 2021). Also, company was
founded in 1949 by Fred and Peter. ASDA deals in groceries and household goods. Further
report will cover marketing strategy in order to identify the growth of organization by Ansoff
matrix. On the basis of marketing mix study will focus on 4 P's, then discussing the customer
driven strategy on the basis of segmentation, targeting, positioning and differentiation strategy.
Objective of marketing plan
 To evaluate the accurate marketing mix audit with appropriates strategies and
recommendations.
 To analysis the market by BCG matrix
 To provide accurate marketing development strategy with the help of Ansoff matrix
 To justify the suggestions with academic and industry specific examples
MAIN BODY
Marketing Mix
Product- ASDA is one of best leading retail chain in the world also others than
supermarket retail business that is core also it offers as mobile phone company that is based on
EE network, financials services amongst others. There are wide variety of product offers by
company such as drink in which chilled juice, hot chocolate, coffee, wines, beer and soft drink.
Then in frozen foods desserts, ice lollies, pies, garlic bread, chips, vegetables, meat, fish and
meal bundles. Also, household and laundry are offered in order to include medicine, fragrance,
gift, kitchen rolls, tissue, batteries etc. Product related to outdoor , home and entertainment
related to toys, electronics, stationery, bed, garden kitchen items, stamps etc. Then toddler, baby
and kids related to accessories, healthcare items, wipes and food (Akgun, Keskin and Etlioglu,
2017).
Price- ASDA focused on wide variety of product sold in the market also pricing strategy
used by company is cheap and reasonable pricing strategy that help to attract customer in large
scale. Also, present brand emphasises on low price strategy that help to create large volume and
profit margin. Further, ASDA also using promotional pricing strategy on the basis of incentives

and discounts on particular days, holidays and off- season like Christmas and Easter for
increasing bulk sales.
Promotion– ASDA are strongly believes in the success in an aggressive marketings
policy which is eye-catching commercials that are advertised via leaflets, newspaper, hoarding,
radio, television. Also, they are using social media platform like You-tube, website and
Facebook that help to create positive brand equity. As the promotional strategy help to announce
periodic discounts and incentives, that is help in order to retain the loyal customer and creating
consumer base (Ejenavwho, 2021). Also, it is help to recognise the power of celebrity
endorsement which is roped on the basis of famous personalities,Michael Owen, Paula, Victoria
wood etc.
Place- ASDA is related to the giant retailer with headquartered based at Leeds in West
Yorkshire, this is first service supermarket opened by organisation in Castleford. Company focus
on rapids expansions in order to more focus on growth and development strategy. Also, In UK
ASDA supermarket present in every corner for offering products at physical stores. Then, ASDA
also offers products online stores which is convenient for customer. Major outlets are presented
in Stantonbury, Newport, Barnstaple, Selsey, Norwich etc. Also for the expansions company
merger with Walmart in order to improve brand image as well as improve the formats of
depending on particular location. Further, company provide discount on the festive seasons at
online stores which helps to attract large number of customer (Wang and Gao, 2020).
Marketing analysis BCG
In different parts of world ASDA make its present in order to offer wide variety of
groceries. The application of Boston consulting group matrix on ASDA would helps for
analysing the profitability in order to more focus on another type of business which is managed
under the label of ASDA by following ways:
Cash cows- This is including with all the products which are main source of earning in
order to maintain business due to high market share owned by company. Also, with the help of
groceries company earn the high amount of profit and improve the brand images in the given
market (Chiu and Lin, 2019). Also , high income potential are help for despite with maturity
stage of industry that is fair well. In context to generate revenue cash cows help for increasing
capital input as well as it help to focus on increasing the product line which are help complete the
demand of customer. Further, customer are demand for meat which is offered by company in

order to more focus on fulfilled customer demand. Also, it can be said that it is profitable for
increasing the market share because in UK there are huge demand in UK.
Stars- Apart from the cash cows, there are many opportunities in order to maintain the growths
of company by creating and supportive with environment for business in order to develop
further. As star that kind of product are need more investment in order to improve the input
needs (Jiao, Wu and Lee, 2020). By providing insurance and loan company get only limited time
for focus on growth. That is why it can be said that it gives other facility to grow. On the basis of
expansion company focus on improving the growth strategy. Then that kind of product are only
for premium customer in order to focus on or willing to pay more. This is also related to the
popular item of ASDA in order to gains profit by increasings the market share.
Question mark- It is not possibles that every company can work smoothly in order to focus on
creating the lower revenue and also expected less for the company because it is not profitable.
Also, it can be said that there are differentiate of product offer by company in which home and
accessories are not working well for the company and affected by lower productivity (Hu,
Zhang and Wang, 2018). This strategy is followed on the basis of market development which is
not working well and ASDA spent more amount home and accessories, because high demand of
product are related to groceries otherwise sales was unsatisfactory in order to generate revenue
and sometimes it many responded with facing loss.
Dogs- this is last category of BCG matrix that is identified as dog, this is related to those
products which are not perform well in order to generate profit as well as it is impacted by not
satisfactory performance. It can be impacted by low return as well as this is impact by financial
benefit for the company for up coming years (Dawes, 2018). Due to poor performance it can be
said that company face the issues of market expansions well as need more investment to improve
the sale of the product. Further , in this category there are very low chance of growth in order to
face the high competition which impact on business unit by not generating enough profit.
Ansoff's matrix
This is help to examine the market penetration, product development, market development and
diversification strategies in order to expand its operations.
Market penetration-
With the help of penetration strategies ASDA selling its product in existing market in
order to expand business. This strategy will help company to increases market share and usage of

products by existing customers. On the basis of competitive pricing strategies and ad campaign
helpful for implementing the market penetration strategies efficiently. That is why ASDA used
this strategy in order to get the 15 % market shares which is quiets better from other competitors
also it help to expand business in existing market. ASDA often comes up with special offer that
attract large number of customer at online stores (Yaqoob and Omer, 2021).
Market development strategies-
(Organisations) has implemented marketing development strategies for selling existing product
to new market or region, also it helped to expand in many countries. This is help for achieving
the long term objective also market development strategy helped to expand it business in other
countries such as Bangladesh, China in order to attract large number of customer. There are
different type of strategy are sues in order top focus on expansion. Also, good social media
strategy used by organisations in order to mores focus on attract large number of customer.
Further, the concept of ASDA is to sell product at low price so this is help to attract large
number of customer in order to mores focus on providing low price goods in new market which
help to attract large number of customer. This is also help to stand in competitive market by
attracting large number of customer, that is why company can focus on operating business for
improving productivity.
Product development- Another strategy is used by ASDA related to product development
in order to expand the product line by offering different variety of products such as related
homes and accessories , which help to attract large number of customer (Kotler, Tan and Leong,
2021). Also, it has been developed over the years a very good numbers its own label products to
sell in existing market. Customer are attract by brand which is providing the different market
segment. This is also related to come up with different versions in order offering different types
of products. It is also helps to attract the large suppliers of top brand without any negotiations
that is why company get the opportunity of increasing the revenue as well as it help to attract
new customers (Kurniawan, Iswahyudin and Suciati, 2020).
Diversification- This is strategy usually difficult to implement because selling new
product in new market is difficult because it can be typical to creates new customers base. At
the beginning company started form selling grocery product that gives good number of customer.
ASDA, diversified for its products from the food item and non food items that lead grocery
retail chain.

It has been justified that there are best strategy used by ASDA is market development
strategy which help to expand in global market also this is best strategy for solving the issue of
global expansion in order to increase productivity of organisation.
Customer driven strategy
A customer driven marketing strategy is refers to the strategy which is related tos
marketings activities of ASDA, that is related to completing the goal in orders meeting
expectation and need of the customer. That kind of strategy is based on the precise guideline
which is necessary to focus on goal of company that wants to achieve in order to implement for
the assumption (Akgun, Keski and Etlioglu, 2017). There are some of the key component of this
strategy which helps to achieve the business goal on the basis of target market, meet customer
needs, build customer loyalty, use customer feedback, gain customer referrals. This is help for
using the consumer centric approach that help to make strong brand in order to complete the
feedback as well as improve the needs of customers.
Segmentation- On the basis of segmentation it has been analysed that it is help for
identify the special needs, mature market for finding new customer in order to deliver for focus
on effective marketing strategies. In context to ASDA focus on segment the strategy on the basis
of different areas which are related to demographic by breakdown the combination in which
ASDA focus on targeting not by age because company offers its product to all age group people
whether they are males or female. Then on the basis of geographic condition company focus on
different countries to offer their product via physical stores and online stores. Then on the basis
of life stage company offers product to all category also for the old age people it deliver products
by home delivery. Further, on the basis of current company focus on developing on the basis of
providing green and fresh vegetable in order to attract customer.
Targeting- In this section company focus on targeting customer are middle class and
lower class income group group people in order to provide them cheap and low price goods. This
strategy is followed by company in order to focus on large number of customer as well as it help
to improve the productivity then it is also helpful for focusing effort on marketing in order to
provide then benefit. Then in order to focus on reachability it can be said that ASDA focus on
using the profitability matrix which help to improve the strategy. By focusing on size it can be
said that there are large market segment cover by ASDA in context to super-market chain. This

is help for providing the opportunity on the basis of financial perspective that help to exceed the
additional marketing budget as well as promoting in effective market (Dawes, 2018).
Positioning- In context to position company makes its position in the market by gaining
the 15% of market share that is necessary for getting the positing opportunity for the company .
It is also help to stand in the competitive market that is necessary for getting the competitive
advantages in order to get more profitably, it can be said that there are tangible sources of
datastore help to create in order to improve its brand image in the market. Also, it has been said
that on the basis of digital marketing company makes its brand image better for providing the
benefits also it help to improve the product line. On the basis of segmentation models it can be
said that are help for targeting the audience on the basis of low and medium income group
people. This is also help to improve the brand image of company by provide them benefit. This
is the best marketing strategy helps to improve the position in the market in order to get
competitive advantages (Chiu and Lin, 2019).
Differentiation- In this strategy based on product range of organisation and pricing
strategy which helps to maintain position for high variety and high variety and high price that
help to improve sell beverages. Then, product differentiation is help ASDA in order to encourage
the consumer for choosing one brand or product in the field of competition. Also, on the basis of
pricing company focus on selling the product on cheap and low price which helps to attract low
income group people.
CONCLUSION
It has been concluded that there are different type of strategies are used by company in
order to improve the business issue such as improving the growth by using different type of
marketing strategy. Report has discussed product development started in order increasing
products line as well as it help to provide them benefit to attract large number of customer. In
order to analyse the market report discussed on the basis of segmentation, targeting and
positioning in order to improve their business. On the basis of segmentation models it can be said
that are help for targeting the audience on the basis of low and medium income group people
which help to increase the competitive advantage that is necessary for grow effectively.

REFERENCES
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