Analysis of Market Dynamics: Asda's Digital Marketing and Marketing Planning

This assignment analyzes the market dynamics of Asda, a well-known retailer in the UK, with a focus on its digital marketing and marketing planning strategies. It explores the use of SEO, content marketing, and social media marketing to enhance customer interaction and achieve set targets. The assignment provides recommendations for improvement in these areas.

Marketing Dynamics

Executive Summary
The current assignment is based on analysis of market dynamic which comprises of a set of
factor that lead significant influence on decision making and formulation of strategies of an
organisation. The current assignment is based on Asda company which is a well known retailer
operating in UK and in various other part of the world. Asda is working in a highly competitive
and dynamic environment thus, implication of effective marketing becomes more important and
vital for this firm. Thus, current assignment comprises of a detail analysis and evaluation of two
vital concept of marking within in Asda i.e. its digital marketing and marketing planning. The
area and activities of digital marketing mainly comprise of various theories and tools associated
with SEO, content marketing, social media marketing and many other activities to set a better
connection and interaction with customers. Further, the market planning is associated with
effective situational analysis in order to ensure and lead better strategy formulation for
accomplishment of set targets which comprises of use of theories and tools like marketing mix.
Table of Contents
INTRODUCTION...........................................................................................................................1
Background to the organisation.......................................................................................................1
Two Vital concepts of marketing.....................................................................................................2
Use of theories to reflect current activities of Asda in digital marketing and marketing planning. 3
Digital Marketing...................................................................................................................3
Marketing Planning................................................................................................................7
Recommendation for improvement...............................................................................................11
Improvement in area of Digital marketing...........................................................................11
Improvement in area of Marketing Planning........................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
The term market dynamics mainly represents the major factor of a market that has
significant effect on business operations and decision making. Further, a marketing report is
basically a written document that consists of a set of information and data which is created by a
firm in order to analyse the overall performance and success level in a specific market or target
area (Falasca and et.al., 2017). Further, use of marketing reports and dynamic is also made to
effectively communicate about the marketing strategy of a company which includes and
comprises of various research and promotional tactics to reach and accomplish set goals and
expected outcomes. Various aspects are there which forms a part of market dynamic consists of
marketing communication level, branding of a product or organisation, digital marketing along
with effective marketing planning and maintaining its sustainability.
The organisation which is selected for current assignment is Asda Stores Ltd which is a
well known British supermarket and retailer company the main headquarter of which is located
in the Leeds, West Yorkshire, England. Current market report comprises of a discussion about
the background of the selected organisation along with analysis of two of its vital marketing
aspects and areas comprises of digital marketing and marketing planning. Further, implication of
various theories and tools are also made to reflect on its current activities in each of the two
selected areas. At last, viable recommendation for leading improvement in digital marketing and
marketing planning of Asda Company is also provided.
Background to the organisation
The organisation that is selected for current assignment and market report is Asda which is a
famous and well known retailing company and supermarket of UK. This organisation was
founded in the year of 1949 by the merger of an Asquith family with the retail business that is
particularly associated with the dairy company of Yorkshire the main headquarter of which is
located and situated at the Leeds, West Yorkshire, England. Currently, Asda stores is among the
one of the leading retail chain of the world and among to retailers of UK (Hunt and
Madhavaram, 2019). A wide range of services and products has been provided by the Asda
Retailer comprising of fresh food, grocery, clothing, home, leisure and entertainment goods.
Customers can buy fresh, chilled, and frozen food, drinks, health and beauty products, laundry
and household products, clothing, outdoor and entertainment products, pet products and many
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other associated products. Thus, marketing of brands and product becomes much more vital and
important for Asda to attract larger number of customers. Apart from this, it has been also
analysed that the retail market of UK comprising of many famous and big retailers like Tesco,
Sainsbury and many more which leads to huge level of competition for Asda. Thus, implication
and adoption of much exclusive and better marketing strategies become more vital to set a
balance with dynamic marketing factors and aspects (Elsharnouby and Elbanna, 2020).
Two Vital concepts of marketing
The concept of marketing is all about idea of satisfying the needs and wants of customers
through ensuring production and delivery of best quality product which is possible only by
effective communication and continuous market analysis. The main components comprises in the
concept of marketing are marketing communications, branding, digital marketing, ethics &
sustainability, marketing planning out of which two vital concept i.e. digital marketing and
marketing planning are selected for current assignment and market report. A description about
these two vital concept in concept in relation to Asda company are provided and evaluated
below:
Digital Marketing
It represent all sort of marketing and promotion activities lead it by a company through
making use of some electronic device and computer network. Digital marketing forms a vital
part of marketing strategies of Asda as it ensures and leads to enhanced assibilate along with
better connection and interaction with target customers through making use of internet and
various online and digital forms of websites (Dyer, 2018). The digital marketing concept of
Assad comprises of Search Engine Optimization, Pay-per-Click, Social Media Marketing,
Content Marketing and Email Marketing to have a better communication and continuous form of
interaction with its customers in most affordable and economical way.
Marketing Planning
The term and concept of market planning is mainly associated with the process of
organizing and defining the overall and total marketing aims and objectives of a company along
with gathering viable data and information for better formulation of strategies and tactics to
achieve the desired goals and targets. The marketing planning of Asda company comprise of use
of various tools and techniques to have a better insight and implication about the current
opportunities and targets prevailing in the market. The marketing planning process of Asda
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retailers comprises of analysis of current situation, setting and leading out of the objectives,
formulation of strategies, development of an action program along with leading proper
implementation and control on overall marketing strategies and tactics to achieve and accomplish
desired targets and goals in a better way (Buccieri, Javalgi and Cavusgil, 2020).
Use of theories to reflect current activities of Asda in digital marketing and
marketing planning
Use of various theories, tools and models are made by an organisation to effectively manage and
conduct its various concepts of marketing. A description about the main theories and tools used
by Asda in areas of digital marketing and marketing planning which are reflecting its current
activities are evaluated and discussed below:
Digital Marketing
The term digital marketing is mainly associated with the use of online network and other
technical sources like mobiles, computer, internet online website etc for the purpose of effective
marketing and promotion of goods and services. Asda is operating in the retail sector of UK
which is characterised with a high level of competition due to presence of various big
multinational retailers like Tesco, Sainsbury, Marks and Spencer and many more. Thus, it
become vita and more important for Asda Stores Ltd to implement and come up with better
digital marketing strategies and techniques (Ovy, 2019). An analysis of main tools, techniques
and theories which are reflecting the current activities of Asda in area of digital marketing are
provided and evaluated below:
Search engine optimization (SEO)
It is a theory which is adopted by Asda stores ltd to improve and enhance visibility of its
site for relevant searchers. SEO forms a vital part of current activities and practises of Asda
which aim at and focusing on the increasing the overall quantity as well as the total quality of
digital marketing to ensure enhanced traffic on companies website by the way of leading and
improving the level of result of organic search engine (7 Digital Marketing Strategies for Your
Campaign, 2020). Thus, it can be analysed that the implication and current use of SEO theories
and concepts by the Asda stores ltd comprises and leads to better visibility and access to the
online pages and website of Asda that leads to enhanced level of garner attention and also attract
a larger number of prospective and interaction with existing customers of Asda. Use of SEO
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theories and concepts of SEO lead to improvement in quality of traffic that comprises of
attracting and catering genuinely interested customers on the website to through enhancing its
visibility.
Further, the current working and use of SEO as theory of digital marketing in Asda company
comprises of setting and leading better Search engines like Google and Bing which makes use of
bots in order to crawl better pages over the web that are reflecting and on going from site to site.
Thus, SEO helps and facilitates collection of relevant and vital information about those pages
and also leads to put them in a form of an index which leads to a more clear and systematic
presentation of vital information to attract and cater lager quantity of customers over digital
websites (Shabalala, 2017). Further the next, algorithms and theories of SEO are used to analyze
pages in the index which are basically taking into account hundreds of ranking factors or signals
in order to determine the order of pages to decide the correct way in which these pages and links
should appear in the search results for providing better solution and answers to the given query
of customers. Therefore, an analysis can be drawn that use of SEO concept by Asda stores ltd
provided a more interactive and systematic way of information over the websites and other
digital pages of Asda to ensures enhanced traffic and cater larger number of customers.
Pay Per Click (PPC) Advertising
It is also an another cost effective and powerful way of digital marketing area which
comprises of a paid form of advertising that is based and relies upon the auction based system of
advertising and marketing. Current uses of Pay per click advertising of Asda stores ltd comprises
of bidding for an attractive keyword that is shown in the ads and triggers the users to include
theses key words which are appeared on the top of search to provide a more specific results in
form of organics listings (Kabir, 2019). Thus, main aim of suing Pay Per click advertising as a
vital part and current theory of digital marketing is to ensure better research search for target
customer of Asda retailers by the way of leading more organic and transactional results for
queries of customers through managing the rank of pages and targeting the keywords within a
transitional intent of the customers to offer and lead a comprehensive form of digital marketing
strategy for Asda. Thus, the main benefit associated with making the use of pay per click form of
advertising by the Asda stores ltd comprises of leading out good optimization possibilities along
with ensuring ads to the reach the right target audience and larger number of customers in UK
through leading a measurable and track-able form of digital marketing.
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Content marketing
It is a viable and significant form digital marketing theory that emphasis and focuses on
reaching, engaging, and connecting with the positional and targeted consumers with the help of
quality and better content. Thus, the theories of Content marketing basically represent the current
strategic marketing approach of Asda stores ltd the is focused and emphasised towards creating
and distributing specific, valuable and relevant set of data with the customers (McCollough and
Shook, 2017). Further, the content marketing strategies also leads a better theories for Asda
stores ltd through leading a viable the way for presenting a consistent content and information to
the customers with the main aim of attracting and retaining a clearly defined and large size of
audience that would ultimately drives for enhanced level of profitable customer action for better
success of digital marketing of Asda. Further, the overall goal and aim of content marketing
currently used by Asda as its digital media strategy is to provide and lead out more valuable
information for its target audience to increase traffic and generate more conversions and better
interaction with its customers. APRs from this the theories of content marketing is helpful in
leading a technical standpoint along with focus and emphasise on optimizing the digital content
of Asda stores ltd over various search engines to improve the level and visibility in search
results.
The main forms and types of content marketing theories and concepts that are currently
applied and use by Asda stores ltd comprise of Infographics, Blog content, Podcasts, Videos and
Social media to ensures and lead a better connection and interaction with the customers and
audience present within UK to have better market position and brand image as top retailer in UK
(Hasan, 2019). Thus, an analysis can be made that the use of Content marketing tools and
techniques by Asda stores ltd lead to better options to select the most suitable format and
information which would be communicated as blog, social media, infogrpahics, podcast and
video content with customers that have a critical and relevant beneficial impact on audience in
order to attract and persuade them for achieving the goal of enhanced sales and better
productivity. Apart from this, a better digital marketing platform and strategy is offered by
content marketing tools for Asda stores ltd where it can create and present an original and high-
quality content that can be used by its users to share it with their friends, families, co-workers,
and other people in their social network to ensures better marketing and promotion of product
and services offered by Asda stores Ltd.
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E-mail marketing
Email marketing also comprises as a vital part and tool of current digital marketing
theory of Asda stores Ltd that focuses on retaining existing customer along with gaining and
attracting new and other potential ones. E- marketing offer an effective set of techniques and
strategies to build and lead out an excellent theory for building excellent brand awareness by the
way of keeping the promotion of product and services of the company at the top-of-mind for
encouraging an enhanced level of repeat purchases (Islam, 2019). Further, a core part of email
marketing techniques of Asda stores ltd comprise of developing and refining its various aspects
and campaigns over digital marketing platforms along with growing better relation and
connection with the target and existing through emphasising on providing users with valuable
information. Use of e-mail marketing concept and strategies are useful and vital for Asda stores
ltd as it offer a better way and technique to segment its target audience by the way of using
personalised theories and content in its email campaigns. Thus, an analysis can be made that use
of email marketing concepts as part of its digital marketing initiative is useful and beneficial for
Asda stores ltd as it helps in staying at the top of the minds of potential customers by the way of
providing and influencing its current clients with the help of beneficial information. Further, a
personalised set of digital marketing strategies and theories is also offered by email marketing
through delivering customer specific information to target and potential customers in form of
relevant industry news and personalized content, like product coupons, that motivates and
influence them for coming back (Biswas, 2019).
Theories of Digital Marketing
It has been analysed that the digital marketing forms a vital part and role in leading
enhanced promotion activities through making use of technical and scientific approaches to meet
and evaluate the purchasing attitude and behaviour of consumers. Thus, it is essential and vital
for Asda stores ltd company to apply some relevant theories of digital marketing with
acknowledge its current activities and techniques in the areas of digital marketing.
Network Theory
Network theory is basically based on the studies of the relationships of Asda Stores with all
sort which reflects and lead to a Social network analysis through making use of overlapping tool
for learning about patterns that develop within social networks and how they influence behaviour
of the target audience (Theories of Digital Marketing, 2020.). It been analysed that the
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implication and adoption of network theory lead to better success of entertainment products
which seemed to be impossible to predict on the basis of traditional factors such as plot or star
power because "hits" are the result of the influence consumers have over each other's decisions.
Thus, an analysis can be made in the basis of network theory allied by the Asda stores Ltd that
Digital marketing channels such as Facebook, Twitter, Foursquare and Group on are useful in
this regard, as they allows and lead to more efficient way of marketers to listen to what
consumers are saying, and they allow marketers to leverage the power of influential users to
spread messages throughout their networks (Rambocas and Pacheco, 2018).
Generational Theory
The implication of generation theory of digital marketing is made by Asda Stores ltd as
this theory clearly depicts and holds that the consumer who belongs to same generation have
common attitudes and behaviours while the customers of different generation also reflects a
diversified interest. Thus, it is more vital and important for Asda Stores ltd to keep in mind the
generation and age group of its target customer before leading out any new strategy and activity
in area of its digital marketing. The relevance and usefulness of allocation of generation theory
by the Asda stores ltd is based on the relevance of generational theory to digital marketing is
primarily in the ways in which each generation communicates and the online places where
marketers and organiser can effectively reach and persuade a larger number of target audience
(Chandel, Sethi and Mishra, 2017).
Marketing Planning
The area of marketing planning leads to a blueprint and outline the overall framework which
aim at representing the way adopted by a firm to implement and execute its marketing strategy.
the marketing planning of Asda stores lid comprises of leading out and setting better
coordination and balance among business resources in order to achieve and accomplish the
targets and objectives of enhanced sales and higher customer acquisition. The current activities
in the area of Marketing planning of Asda stores ltd comprises of effective situational analysis
along with forming strategic tactics and strategies for better accomplishment and achievement of
set objectives which comprises of improvement in level of overall sales and profitability (Kjær
and et. al., 2016). A discussion and critical analysis of theories and models used in the area of
marketing planning by the Asda Stores Ltd are provided as below:
Use of SWOT analysis for situational analysis
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Situational analysis forms an efficient part of marketing planning of Asda stores ltd that
is mainly refereed to collection and analysis of available information to get better insight about
the internal and external environment of firm. Thus, use of SWOT analysis is most suitable
approach and theory which is used by Asda stores ltd to evaluate its current internal strengths
and weakness along with the current opportunities and threats which are prevailing in the
external environment of Asda stores Ltd.
Strengths Weakness
 Wide presence across the various
location of UK with more than 525
stores that makes it one of the top
retailer in UK is the biggest strength of
Asda stores ltd (SWOT Analysis of
Asda (Complete SWOT Matrix and
Analysis), 2019).
 Huge range of products along with
extensive distribution channels with
more than 25 effectively coordinated
and constant distribution channel across
the UK to continuously offer foods,
clothing, and ambient products like
cereals and carbonated drinks to its
customers is also a current strength of
Asda stores ltd.
 Excellent marketing and promotional
campaigns is lead to enhanced strength
and internal capability of Asda stores
ltd through leading better connection
and interaction with its customers.
 Limited global presence along with
restricted business entry in various
region of world is the biggest weakness
of Asda stores ltd which limits its
growth and expansion.
 Issue of Brexit and enhanced trade
barriers are also affecting the sales and
productivity level of Asda stores ltd
(Sangpikul, 2017).
Opportunity Threats
 Enhancement in the level of online
shopping in the economy of UK with
 High level of competition prevailing in
the retail sector of UK is creation
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the advancement in technology is
offering many opportunity for Asda
Stores ltd to improve its sales and
profitability in UK through adopting
use of online shopping mode (Leung,
Bai and Erdem, 2017).
 Implication of more effective marketing
based on digital media and use of social
media platform is also leading better
opportunity to Asda stores ltd to attract
and cater with larger number of
customers within UK and also at global
level.
biggest threat for growth and
productivity of Asda stores Ltd within
the various location of UK.
 A random modification and
continuously Government Changing
Policies of UK are also leading a huge
threat for Asda stores Ltd through
making its business operation more
complex and instable in UK (Grieco
and Iasevoli, 2017).
Marketing planning with the help of marketing mix tool and theories
The marketing planning comprises of forming and leading out effective strategies for
enhancing sales and awareness about a product or services which could be done with the help of
better promotion and advertising along with focusing in other key aspects of a product and
service. To ensure effective marketing planning and to lead focus on all the important concepts
and areas of marketing of product and services, currently application and use of marketing mix
tool is made by Asda stores ltd. Marketing mix tool comprises of a set of actions and tactics that
are used by a company to effectively promote its brand and product in target market (Homburg,
Theel and Hohenberg, 2020). The theories of marketing mix tool comprises of a set of 7P’s
which represent the core areas and significant areas of product, a description of about these key
theories and 7P’s of marketing mix which are reflecting the current cavities and strategies of
Asda stores Ltd in the area of marketing planning are provided as below:
Product- It represent the actual product and services which are offered by an organisation.
Asda stores ltd is one of the leading readier of UK which is having a wide range of product
portfolio comprising of fresh food, grocery, clothing, home, leisure and entertainment goods
along with other buy fresh, chilled, and frozen food, drinks, health and beauty products, laundry
and household products, clothing, outdoor and entertainment products, pet products, etc
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(Marketing mix of ASDA, 2018). Further, Asda stores ltd is also famous for delivering unique and
high quality products for its customers.
Place- Asda is quite big readier with several branches across UK and the world the main
headquarter of which is located in the Leeds in West Yorkshire. Currently Asda stores is having
more than 600 stores located at various location of UK along with also operating at online
platforms to attract and cater larger number of customers. Further, 26 deposits and distribution
channels are also applied by Asda stores ltd to ensure continuous availability and delivery of its
product at various location in UK (Nouri and et. al., 2018).
Price- The current pricing strategy of Asda stores ltd is based on low and reasonable pricing
to attract and cater larger number of customers to create high sales volume and larger profit
margin. Further, many additional discounts and promotional pricing strategy is also adopted by
Asda stores Ltd which is mainly associated with extra incentives and discounts on some
particular days which consists of season sales and holidays off like Christmas and Easter to have
increase in its overall bulk sales.
Promotion- The current promotional strategy of Asda stores Ltd is based on aggressive
marketing policy which includes use of eye-catching commercial along with advertising and
marketing through leaflets, newspaper, hording, billboards, etc. Apart from this, use of social
media platform like official website, YouTube, and Facebook page are also currently used by
Asda stores ltd to create and lead to a positive brand image (Markovitch, Huang and Ye, 2020).
Process- It represent the set of activities undertook by Asda stress ltd to ensure smooth and
continuous flow of its activities. A simple and effective supply chain and distribution process is
implemented and adopted by Asda stores Ltd that comprises of receiving products and services
from its suppliers and keeping these products in an organised way for easy customer pick along
with use of self services machines for easy payment process.
People- An effective recruitment and selection method is being adopted y Asda stores ltd to
recruit and employ talented and skilled employees to achieve the desired goals and objectives in
an effective manner. Further, continuous on job training and off job training along with
development session and proper guidance and motivation is also provided to employees to
sharpen their skills and keep them motivated and directed towards accomplishment of goals and
desired objective (Sousa and Naik, 2017).
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Physical evidence- This aspect of marketing mix is related with the actual physical
environment that leads and created the image of a brand and enhance the shopping experience of
customers. Asda stores in having all the positive elements to lead and create positive physical
evidence and good presence in market which comprises of clean and friendly stores, equipment,
logo, website, and brochures along with a fantastic and attractive online website to attract and
cater larger number of customers (Stubb, Nyström and Colliander, 2019).
Recommendation for improvement
On the basis of above discussion, an analysis can be made that the digital marketing and
marketing planning forms a vital part of marketing concepts of a firm. It has been also observed
that the current strategies and theories adopted by Asda stores Ltd in the areas of digital
marketing and marketing planning are significant and effective, but still some scope for
improvement and betterment is still present in areas of marketing planning and digital marketing
of Asda stores ltd (Hartemo, 2016). A discussion and recommendation about the improvements
which can be lead out by Asda stores ltd in areas of marketing planning and digital marketing are
evaluated and provided below:
Improvement in area of Digital marketing
It has been analysed that at present use of Search engine optimisation is made by Asda
stores ltd that is effectively managing the traffic and quality and quaintly of customers over the
digital website of Asda stores ltd but a better way of communication and interaction is not
provided by the implication of SEO concept. Thus, adoption and implication of social media
marketing is recommended and suggested for the Asda stores Ltd as it facilitates and provided
better use of digital platforms like Facebook, Twitter and LinkedIn to attract and cater larger
number of customers (Review these digital marketing innovations to identify opportunities to
improve leads and sales, 2020).
Further, it has been seen that application of content marketing and e-mail marketing is
also made by Asda stores Ltd that is efficient in providing related information to customers but
still it is necessary and vial to make random modification and changes in its content and e-mail
marketing strategy to provide a updated and latest information to customers in a more effective
and better way. Therefore, adoption of some new and latest form of digital marketing strategies
and trends like Voice search optimization are suggested and recommended for Asda stores
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which provides and lead to optimizes existing and new website content for voice search to attract
and cater target audience in a more effective manner to enhance the overall sales through leading
improvement and betterment in digital marketing strategy of Asda stores ltd.
Improvement in area of Marketing Planning
It has been observed that currently Asda stores ltd is making use of SWOT model for
situational analysis that present and lead to better analysis of internal strengths and weakness
along with providing information about the existing opportunity and threat, but still a complete
analysis of external environment and its factors are not provided by SWOT analysis. Thus, use of
some other more effective theories and models like PESTEL analysis is recommended for Asda
stores Ltd to have implement in marketing planning as it provides better analysis of key factors
of external environment consists of political social, economical, technological, environmental
and legal aspects of a business environment to lead better strategy formulation and analysis.
Implication of Porter's 5 Forces Analysis could also be recommended for Asda stores ltd to
have improvement in its marketing planning as it facilitates and leads to better analysis of
competitive factors to shape and enhance its own capabilities and strength in a better manner
(Emmer and Merchant, 2020). Further, use of STP model is also recommended for Asda stores
Ltd as it lead to better strategy formulation along with effective segmentation of market,
targeting audience and better positioning strategies to lead improvement and betterment in
marketing planning of Asda stores ltd to attract and cater larger number of customers.
CONCLUSION
On the basis of current assignment a conclusion can be made that the marketing planning
and digital planning are vital concepts and areas of marketing of a company. It has been
summarised that digital marketing comprises of making use of online and technical platforms
and some electronic devices to ensures effective and better promotion and advertising of product
and services. Further, it has been observed that the SEO is a vital theory of digital marketing that
facilitates better management of traffic on online website of an organisation. Beside this, it has
been also concluded that implication of pay per click advertising, content marketing and e-mail
marketing are also forms as key activities of digital marketing to attract and cater large number
of customer through providing and leading better information about product and services along
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with making and setting out a positive relation and continuous connection with the target and
potential customer. At last, a summarisation can be made that SWOT analysis facilitates and
leads to effective analysis of situation through representing current strengths and weakness along
with opportunity and threats. Further marketing mix tool facilitates better strategies and tactics to
lead better promotion and delivery of product and services in an effective way through
supporting and leading out effective marketing planning.
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