Impact of Covid-19 on Marketing Strategies of ASDA in UK

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Research study PROPOSAL
1. Your Name:
2. Student Number:
3. Email address:
4.Title or topic area of proposed study
To investigate the impact of covid-19 on marketing strategies of companies operating in retail sector of
United Kingdom. A case study of ASDA.
5. What is the aim of the study? (there should only be 1 Aim)
To understand the positive and negative impact of Covid-19 on ASDA marketing strategies performing its
function in retail industry of United Kingdom.
What are the objectives of your study?
(3 or 4 objectives that are SMART - Specific; Measurable; Achievable; Relevant; Timed)
Specific: To understand the change in concept of marketing with evolution of covid-19.
Measurable: To identify benefits of new marketing strategies used in context of covid-19 by
organization.
Achievable: To analysis whether the covid-19 has any impact on marketing of company or not.
Realistic: To evaluate impact of covid-19 on marketing strategies of ASDA.
Timeframe: To suggest solution related to marketing strategies that could be used by company to sustain
its positioning for longer time frame.
7. What is the rationale (both theoretical and organisational) for your study? (Approximately 500
words)
The topic of impact of Covid-19 on marketing strategies of companies is rationale to study as in recent
scenario, there are many organization are facing challenge related to attracting customers. Coronavirus
has lead economic recession that is high unemployment rate, lower disposable income of people thereby
reducing overall sales volume and profit margin of company. Thereby, in context of motivating people to
make purchase the marketing manager has decided to make use of digital media to attract or generate
awareness among customers so that they can take right decision. Moreover, marketing is one of the most
important functions as it helps in informing range of people about existing or new product launch of
company that lead in increasing overall revenue of firm (Ebersberger and Kuckertz, 2021). So, the topic is
significant to study as it helps in understanding the way companies are trying to cope up with covid-19 by
making transformation or change in their existing marketing practices. The study focus on retail sector of
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United kingdom and the way ASDA has changed its marketing from traditional to modern method in
order to grow and survive in highly competitive market condition. Providing online information about
company and its products has provided ease to customers to make right decision to purchase while staying
safe and secure at their home.
Furthermore, it can be interpreted that the study on impact of void-19will be fruitful for management,
companies and marketing manager of organizations that are working in retail sector of United Kingdom.
Through this study, they are able to know the benefits of making change in their existing marketing
strategies or using digital medium to inform customers with an objective to earn higher profit. So, it
would be fruitful for all managers, top executive in taking decision regarding the way they can enhance
their sales, customer’s satisfaction and brand image in times of global pandemic situation also (Vafainia,
2020). Thereby, this will helps them in gathering data related to the way digital platform has help
companies in connecting with range of people by maintaining social distancing. Companies through
making use of digital marketing are able to delivered 24 /7 hours services to millions of customers
residing in different parts of the country.
The study on impact of covid-19 on marketing strategies is also essential, as many companies have started
using different online channel to promote its existing products and services. So, the online platform has
some challenges such as it lead in threat to safety and privacy of information of company which can be
used for any purpose. Therefore, the study will help in understanding the way organization can
maintained security and privacy of personal information of company and its customers while operating
online so that no harm can be caused to them (Sirkeci, 2020). Thereby, overall the study is pertaining to
changes in marketing strategies with situation of covid-19 that has resulted in decrease in sales and profit
of company to maximum extend.
8. Brief review of relevant literature (Approximately 1500-2000 words) with a minimum of 6 key
publications cited. (Critically evaluate recent and relevant research that has addressed similar issues
to those covered in your objectives)
From the perspective of Ebersberger and Kuckertz, (2021), marketing is a significant process of company
which leads in promotion of products as well as brand image of organization. It is function of getting
people interested in products and services of company so that it can enjoy more profit margin and market
share in external environment. The author states that there has been significant shift in marketing
techniques with impact of covid-19 which resulted in increasing transfer of diseases from one person to
another. So, people have started preferring social distancing thereby it has created problem for marketer
to connect with range of people to enhance sales of company. Therefore, sudden change in external
environment has given opportunities to marketing manager of organization to provide home delivery of
products through offering online services. They can easily make order of their product through official
website of company and get product delivered to their door steps with any issue. The Ebersberger and
Kuckertz explained that covid-19 pandemic situation has lead growth in digital marketing to attract more

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and more customers in the firm.
As illustrated by Kumar and Mishra, (2020), there are various benefits that have been enjoyed by
company by changing their marketing strategies that is making use of digital method to aware customers.
The first benefit that has been enjoyed by company is they are able to connect with millions of people in
minimum time frame as well as cost. Positing crucial information, images in different channels such as
social media, official website of company and email marketing has yield in influencing more individuals
within organization. Customers can easily review feedback of previous customers in terms of viewing
their like, share and comment that helps them in taking right decision to purchase in order to fulfill their
respective requirements. So, the new marketing strategies have benefited both companies and customers
by building trust among them which finally lead in maximum sales of organization.
Furthermore, the author Hayes (2020), illustrate that new marketing strategies have provide conveniences
to manager to easily collect data from different sources about existing trends and customers preferences
thereby assist company in making necessary improvement in its products to make customers happy and
satisfied. It also contributed in providing more personalized experienced to customers so that they are
motivated to be part of specific firm for longer time frame. Thereby, it can be stated that new marketing
strategies helps companies in effectively copying with pandemic situation through maintaining strong
relationship with range of people living in society.
While as per view of Vafainia, (2020), there are several disadvantages of making use of new marketing
strategies by companies such as more dependence on innovative technology to market products and
services. Companies have to face competition across worldwide that enforce them to set appropriate price
of their respective products and services so that customers are influenced to make purchase to fulfill their
respective desired. Furthermore it has been learnt that new marketing strategies involves use of new
technology or online medium on which threat of privacy and security has increased to maximum extend.
So, company are facing challenges related to threat to their personal information while making use of new
marketing strategies. Moreover, there are many people that does have skill, knowledge related to market
products through digital medium which may results in dissolution of whole brand image of organization.
Therefore, all these disadvantages of new marketing strategies that have evolved due to impact of covid-
19.
According to Crick and Crick, (2020), the covid-19 have impact of marketing strategies of companies as
previously, most of the organization are making use of traditional method to promote their products such
as advertisement, bill board and personal selling. But with coronavirus, companies needs to maintained
social distances for ensuring health and safety of people therefore digital media has provide ease inform
and building relationship with range of customers. Thereby it can be stated that the coronavirus has
brought tremendous change in marketing strategies so that company can retained its market positioning