Business Strategy for Asda: PESTLE Analysis, Internal Environment Analysis, and SWOT Analysis

This report focuses on the preparation of Business Strategy for Asda, a British Multinational Company that was formulated in 1949. It includes PESTLE analysis, internal environment analysis, and SWOT analysis to help the company take effective decisions.

Faculty of Business and Management Studies
BTEC HND in Business
Business Strategy
UNIT 32 - GROUP E
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Table of Contents
INTRODUCTION...........................................................................................................................3
PESTLE analysis....................................................................................................................3
Analyse the macro environment.............................................................................................5
Analysis of internal environment...........................................................................................5
Analyse the Strengths and weaknesses ..................................................................................8
The analysis related to environment and competition to formulate valid strategic objectives for
company.................................................................................................................................9
Apply Porter’s five forces model to check competitive advantages .....................................9
Form appropriate strategies that improve market position and competitive edge that is based
on the outcomes....................................................................................................................10
Strategic Plan........................................................................................................................11
Produce strategic management plan ....................................................................................16
CONCLUSION..............................................................................................................................17
REFERENCES:.............................................................................................................................18
Books and Journals...............................................................................................................18
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INTRODUCTION
Business Strategy can be defined as the techniques through that are used by organizations
to attain the level of sustainable success in the future in quite a proper manner. It helps in
attaining competitive edge over players in the market (Ali and Anwar, 2021). Along with that, it
is important that the managers of the organizations are able to prepare a specific strategy so that
they can help in taking the organization further on the road of growth in the future. Thus, it
becomes essential that the focus can be put on ensuring that the use of the appropriate methods
for the attainment of growth can be done. Asda is chosen in order to carry on the report. It is a
British Multinational Company that was formulated in 1949. In this report, a detailed focus can
be put on the preparation of Business Strategy so that management of the different types of needs
and wants can be carried out in quite a proper manner.
PESTLE analysis
PESTLE Analysis: It is a model that helps to analyse and monitor environment of
business. It helps in building remedies for strategic management of industry. Asda is a company
in retail industry which uses this analysis to observe trade dynamics and influence of macro-
environmental factors for upgrading its business (Bigelow and Barney, 2021). PESTLE Analysis
of Asda is as follows:
 Political factors: Factors which affects operations of industry with government policies
and guidelines are termed as political factors. Political system of UK has strong stability
and its legislation system provides opportunities to many firms to trade freely without
any restrictions. With this stability, operations of Asda are influenced to freely trade at
global level which brings positive impact on company as it can expand its business by
trading universally (Perera, 2017).
 Economic factors: Those factors which influence performance of industry or economy
are referred as economic factors. UK has market-oriented economy with extremely
developed social-markets and helps firms in encouraging their business level. But due to
pandemic situation in 2020, economic lock down influenced operations of Asda as
company is facing lower employment rate because most people lost their jobs. It
negatively influenced company as reduced employment opportunities causes’ reduction
in shopping activities.
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 Social factors: Factors affecting social environment of industry are stated as social
factors. UK has well-defined social markets as well as fair and strong society. Changes in
social factors influence functioning of Asda in launching new products and services
according to social environment (Demartini and Taticchi, 2021). It impacts positively on
company as introducing modified products and services Helps Company enlarging its
business segmentations. By doing this, sales volume of company reaches at highest and
brightens company's financial statement which is good status for Asda.
 Technological factors: Factors which influence operations of industry with innovations
and development defined as technological factors. Technological sector in UK is
developed and upgraded (Shtal and et.al. 2018). Nowadays, utilization of technology is
increasing rapidly and positively influenced performance of Asda as company uses
superfast broadband and mobile apps for operations which made marketing effective and
convenient. This helps company in developing its business strategies.
 Legal factors: Those factors which affects legal environment of industry are calleds legal
factors. For example the laws formed by UK government such as employment legislation,
food law, consumer law, etc. (Christodoulou and Cullinane, 2019). Asda follows all laws
and legislation that are formulated by government. But sometimes frequent interventions
by government hampers functioning of its business in a negative way. In this situation,
company is unable to utilize its potential. Hence, there are chances of reduction in
operations which declines its sales volume.
 Environmental factors: Ecological or business factors influencing operations of
industry stated as environmental factors (Drucker, 2020). UK environment is hygienic
and temperate climate. The environmental factors such as green economy, less pollution
assists Asda in turning one of the most viable company of UK. It positively influences
operations of Asda as it uses electric vehicles for delivering its products and services to
control pollution as well as make environment pure.
It is analysed that there is need to analyse the macro economic factors so that the firm is
able to take effective decisions. The political stability in UK helps Asda to operate smoothly. It is
seen that that they take proper care of environment and that assist the company in establishing
strong image. If the company will not follow the laws and legislation than they have to face
issues. At the same time use of latest technology is important for the company. They will unable
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to beat the competitors in the market if they will not use latest technology. Proper research helps
the company to take right strategic decisions.
Analyse the macro environment
It is important to note that there is direct impact of macro-economic factors on the
decision-making of an organization. While formulating strategies Asda considers all the external
factors such as political, economic, social, technological and legal. It is seen that laws and
legislations must be followed by the company in order to work smoothly. The firm gets direct
impact from the economic environment of the nation (Meyer, Neck and Meeks, 2017). Asda
analyses the trends in the market and then form strong strategies. The technology keeps on
changing and that is the reason Asda uses new technology in order to serve the needs and
preferences of customers in an effective manner. All the laws must be followed so that the
company is able to retain the employees and achieve success. Asda focuses on reducing pollution
and take care of the climate and want to bring green economy. The company must take care of
all these points and use them in such a manner that they are able to form strong strategy. The
strategy must be formulated in such a manner that the company is able to attain advantage over
the competitors. It is necessary to use all these factors in an effective manner. There is need to
analyse all these factors so that they are able to deal with the changes in the market.
Analysis of internal environment
Internal Environment means the analysis of internal situation of a particular organization
which helps in the deriving of conclusions and recommendations which can be useful in taking
of the appropriate decisions quite effectively and efficiently (Habib and Hasan, 2021). For the
proper analysis of Internal Environment, it is essential that the use of certain models can be made
in order to achieve goals and objectives effectively. Therefore, SWOT analysis and VRIO
analysis are the models which can be used so that the internal situation of Asda can be analysed.
The use of these models can be made in the following manner-
SWOT analysis-
SWOT analysis is a model that is used so that the proper and detailed analysis of the
organization's internal situation can be achieved in proper manner (Holt, 2020). SWOT analysis
is an essential tool that be used properly and deriving the different types of conclusions and
recommendations. Thus, the applicability of model is done below:
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SWOT analysis
Strengths Weaknesses
 Asda has a strong customer base in the
market and therefore this can be quite
helpful for it to be able to target and
attain profitability.
 The company has expanded in the
different areas of the world and thus
has marked its presence quite
significantly in a proper manner
(Martínez, Galván, and Alam, 2017).
 The organization has made sure that
through targeting the right customers it
has enhanced its overall profitability
level.
 The company has a variety of
customers that assist the company to
satisfy the needs and wants of
customers.
 Asda is weak in the application of its
marketing strategies which is therefore
impacting it a lot.
 The company is weak in bringing
innovation in its products and services
and has impact on the company.
 The organization is not able to target
certain segments in the market which
has made it behind some of its
competitors in these particular segments
and therefore has impacted it a lot
(Soegoto, 2021).
 The company is weak in the application
of certain types of certain strategies and
methods and therefore this is creating a
particular level of impact on it.
Opportunities Threats
 Asda has an opportunity of launching
new products and services in the
market and targeting the attainment of
higher-level of growth.
 The company has an opportunity of
targeting right customers that fulfils the
needs and requirements of the company
(Krylova and et.al. 2020).
 The organization must work according
to the targets various segments in the
 Asda faces a threat from the emerging
competitors in industry that can create a
lot of impact on its overall level of
profitability.
 Threat is from higher-level of taxes
which can be levied on it and therefore
this can create a higher-level of impact
on it.
 The organization faces a threat from the
low economic growth which has impact
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market so that it can attain high level of
growth in proper manner.
 The organization must assure that it is
able to target the strategic growth by
ensuring that it can effectively and
efficiently to achieve goals and
objectives in quite a proper and
appropriate manner.
on overall level of profitability.
 The company is facing a threat from the
impact which is created by the change
in the Government Policies which can
affect its level of Business Operations.
VRIO analysis-
It is a model that assist in ensuring that internal analysis of the organization can be done
in quite a proper and right manner (Jelassi and Martínez-López, 2020). Therefore, it becomes
quite necessary for Asda that it makes a proper and right use of this model which will help it in
deriving the conclusions and recommendations which are necessary. This assist them in
achieving high level growth in the market in the future.
VRIO analysis
Resources Valuable Rare Inimitable Organized
Goodwill    
Technology   
Customer Base  
Employees 
Valuable Resources- Goodwill is a valuable resource because it takes a lot of time to
create it in the market. Technology is a valuable resource because it is helpful for the
organizations. Customer Base is a valuable resource because it is important to target the different
types of competitors. Employees is a valuable resource because it is quite crucial that the right
employees are present to target the attainment of the goals and objectives.
Rare Resources- Goodwill is a rare resource because it is not easy to create it.
Technology is a rare resource because it is not easily available for the organizations. Customer
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Base is a rare resource because it is not easy to create a strong customer base in the market.
Employees are not a rare resource because other companies also have employees.
Inimitable Resources- Goodwill is one of the inimitable resource as it cannot be copied.
Technology is an inimitable resource because it also cannot be copied. Customer Base is not
inimitable because other organizations also have a particular customer base in the market.
Employees cannot be in imitated because various other organizations also have them.
Organized Resources- Goodwill is an organized resource as it is because of various
efforts and time given by the company. Technology is not an organized resource because
sometimes it is not used properly. Customer Base is not an organized resource because the
customers can shift to other organizations. Employees are not an organized resource as they can
switch the organization.
There is a particular importance of carrying out a detailed analysis of the internal
environment of an organization (Martínez Hernández, Sánchez‐Medina and Díaz‐Pichardo,
2021). This is so because it is very important that the proper analysis of internal environment is
done in a right manner. Therefore, it is important for a multinational organization like Asda to
assess the internal environment. This has the following benefits-
 Identification of goals and objectives- Through carrying out a detailed Internal
Environment Analysis the organizations so that they are able to appropriately identify the
goals and objectives that they are accomplish in future. This therefore helps them a lot to
be able to take the right strategic actions effectively as well as efficiently in a proper and
right manner.
 Helps in bringing improvement- It is quite important and necessary that the use of
internal analysis can be done so that the scope of bringing improvement can be identified.
It will help the company to take suitable actions and achieve the goals. The management
also analysed the needs so that they are able to fulfil the requirements in a proper manner.
Analyse the Strengths and weaknesses
It is important to note that there is direct impact on internal factors on the strategic
decision of an organization. There are various points of strengths and weakness that an
organization have. If they will analyse them the company will be able to work on them and take
effective decisions. It is seen that the comply lacks innovative ideas and that is the reason of loss
for the company. The company is unable to understand the strategies of competitors and that is
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the reason they are not able to attain advantage over them (Simandan, 2019). The taxes and other
changes are uncertain. The company needs to be prepare about them and be ready to face the
situation. It is time that the company must also work on the strengths and make them stronger. It
will help the company to provide best to the target market. It is also analysed that there are
opportunities for expansion that are present in the market so that they are able to take necessary
steps in future. Along with that innovation is the key to success. Asda must try to bring
innovation and achieve success. The effective strategic decisions taken by the organization will
help the achieve goals and objectives.
The analysis related to environment and competetion to formulate valid strategic objectives for
company
It is important to note that environmental and competitive analysis helps an organization
to formulate effective decisions. It is necessary for a company to work according to these
changes in the market. It is seen that a company must conduct all such analysis in order to
achieve the tactics and objectives formulated. It helps to know about all the macro economic
factors and their impact on the company (Berisha Qehaja, Kutllovci and Shiroka Pula, 2017).
Along with that it is necessary to formulate such strategies that will assist to gain advantage over
the rivalry firms.
Apply Porter’s five forces model to check competitive advantages
Porter’s five force model – This model related to organization that uses to identify and
analyses competitive forces that arises while running a business (Mat Noor and et al., 2021). This
is mainly used to know structure and corporate strategy. The porter’s five force model in relation
to ASDA is defined below:
Competition in the industry – This force shows number of competitors and their ability
which is used to run the business and attain competitive advantages. This is important for
organization to analysis the competitors that are existing in market and bring changes in their
products and services that can help to grow business. In relation to ASDA, there is high threat of
competition as main competitors are Morrison’s, Tesco, Sainsbury, and Matalan Retail that all
sales their products and services in higher range and created challenges for organization.
Threats of new entry – This means entrance of new business in market with different
products and services that attracts customers and increase the organizational performance. In
relation to ASDA, there is moderate threat of new entry in the market as to establish a super
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market there is need to invest high amount of money that can help to chosen organization to run
their business. This can help to attain the competitive advantages in changing environment.
Bargaining power of buyers – This showcase ability of people to put the organization
under pressure by doing bargaining or reducing prices of their products and services (Misra and
Sharma, 2020). This is important for organization to understand the needs of buyer and provide
products accordingly. In relation to ASDA, bargaining power of buyers is low as it provides
better quality and design of products at retail prices which is lower than other supermarket. This
can help to increase the organizational sales and profitability in the changing environment.
Bargaining power of suppliers – This means suppliers who sales different types of
products, raw material and other for the purpose of running business and managing higher
productivity. In relation to ASDA, there is lower threat of supplier’s power as managers maintain
good relations and contract with suppliers to sales its products at fixed prices. In case, if prices
increased by suppliers then it will be change suppliers who provide products at same prices.
Thus, it can help to run business and provide competitive advantages.
Threat of substitute products – This is another force of porter’s five force which is used
to know the substitution of products and services which are provided to customers. In relation to
ASDA, there is less threat of substitution which create the competitive advantages for
organization and maintain the higher performance.
From the above it can be evaluated that ASDA is getting competitive advantages by
operating the business and managing all functions. This understand the demand and bring
changes in their products which supports to attain higher profitability in the changing
environment and improve the organizational image. Moreover, management maintain good
relations with suppliers and customers that can help to increase organizational sales and
productivity (Saputra and Rahmatia, 2021).
Form appropriate strategies that improve market position and competitive edge that is based on
the outcomes
It is important to note that competition is present at each and every level in the market.
Asda is a multinational organization that faces competition. It is important for a company to
improve their strategies and enhance the market position. It is important for the company to
formulate such strategies that will help them to attain advantage over the competitors. The major
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competitors are Tesco, Morrison’s, and Sainsbury’s. The company must use the following
strategies in order to attain advantage over the competitors:
 Asda must work on maintaining quality of products that are offered by the company. It
will help them to establish strong position in the market. The company that has good
position is able to attain success over the other players in the market Demir (, 2018).
 It is necessary for the company to provide offers and discounts on regular basis. It helps
the company to not only attract the customers but to make them loyal for the company. It
is important task that must be included in the strategy of the organization as it helps the
company to work effectively and provide best to the customers.
 They must also maintain strong relations with the customer. It will help the company to
get best quality products to the customers. If the company will get products on time, then
they will provide customers with products on time. It is necessary to the products at right
time.
 There are so many substitute products that are present in the market. The company must
establish such an image that they are able to provide best to the customers. They must
provide goods at affordable price so the company is able to serve the customers
effectively.
Strategic Plan
Strategic Plan refers to a written plan that includes different strategies that will help to
attain competitive advantage. It is also necessary to achieve the goals and objectives of the
company in proper manner. It is important and should be prepared (Suoniemi and et. al., 2020).
Therefore, it is necessary for Asda that the use of a Strategic Plan can be made in the company to
achieve pre determined goals and effectively and efficiently.
Strategic Objective: The Strategic Objective of Asda is to make sure that it can target an
expansion to South Africa so that it can attain a higher-level of profitability by enhancing its
overall level of revenues.
Vision: Asda's vision is to make sure that it is able to appropriately provide the desired
products and services to the different types of customers in quite a proper manner (Tarlaci,
2020).
Mission: Asda's mission is to provide diverse product range to satisfy the needs of the
customers (Tiwari, Sharma and Sharma, 2021).
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Marketing Mix
 Product- Asda provides retail products to the customers in the market which can be
categorized in the different types of segments.
 Price- Asda provides its products to the customers at reasonable prices so that they can be
satisfied.
 Place- Asda is a multinational organisation and has its stores around the world.
 Promotion- Asda can make sure that the promotion of its goods and services can be done
so that the customers can be targeted.
STP framework
 Segmentation- Asda is required to do segmentation of the market so that it can manage
out its strategic needs and requirements in quite a proper manner.
 Targeting- The target customers of ASDA were married living people. The company
works to provide value to the customers and enhancing the overall level of profits.
 Positioning- Asda has to make sure that it can use the right position as it helps them to
mark its presence in a proper way in the market quite effectively and efficiently.
Controlling and Monitoring Methods
The methods that are being used by Asda in relation to control and monitor the performance of
the company. The following are explained as follows-
KPIs- Key Performance Indicators assist Asda to enhance overall performance of the
company. It is done by working proper manner so that recommendations can be derived quite
effectively and efficiently (Warren, Roy and Robinson, 2021).
Benchmarking- It is one of the technique through which benchmarks and standards can
be set. Therefore, this can assist in ensuring that the management of Asda are able to find out the
scope of improvement and facilitate improvement if required.
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Porter's Generic Competitive Strategies
Competition is present in nearly every business. It makes a business grow. Every
organization find ways to stand out from the pool of similar businesses. Porter's Generic
Competitive strategy introduces three major strategies that assist the business organisation is
achieving competitive advantage. They are discussed below:
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 Cost Leadership
In this strategy, the organization provides the products at low price. They take advantage
of economies of scale and that is helpful for them as thy are able to get more sales. Producing
more and more at less costs. If Asda follows this strategy, it should focus on cutting major costs
of warehousing and transportation and providing services at low prices. It will hold competitive
advantage in the retail industry.
 Differentiation
In this strategy, the organization provides unique and differentiated position in the
market. It helps the company to gain advantage over the competitiors. When customers are
offered better products and services they are ready to pay more. If Asda uses this strategy it
would have to provide more funds to R&D and come up with such a new idea that would shoot
up their profits with competitive advantage in the industry.
 Focus
There are two sub categories that are being studied under focus, they are as follows:
a) Cost focus: In this the business works to cut down the price of products in order to serve the
products at low price.
b) Differentiation focus: In this it finds ways to bring something innovative that is able to
satisfy the demand.
If Asda follows this strategy, it first need to find the targeted group and study their
demand to stand out in the industry. For Asda it is recommended to go with differentiation
strategy if it wants to stand out in the industry as there are many opportunities for the firms in
retail market to do better and provide the services as quick as possible. A better understanding
about the market is needed for the same.
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Bowman's strategy clock
The bowman's strategy clock assist the business organisation to know about their position
in market. It highlights the best strategy that can be used by the company for their product and
service. In context to Asda, this model is explained as follow:
 Low price/low value: It is very difficult for Asda to compete in business because of low
quality as well as little or no separation, however if the company is unable to provide
differentiation and quality to an extent of competing with the other companies. Asda is
concerned with premium price based products.
 Low price: This is not really different from first point which is explained, all companies
compete on large volumes low margin basis. It is targeting above average profit and
higher perceived value.
 Hybrid: These are interesting companies. They offer products at a low cost and Asda is
one of the company and volume is the issue here but this build a reputation of offering
fair prices for reasonable goods.
 Differentiation: It provides increased value and value is created by high cost or using
economies of increased market share and sales. Asda succeeded achieving differentiation
by introducing new designers.
 Focussed differentiation: One of the main strategy for competing is this, by introducing
premium price and exclusive brands targeting brands with high profit margins.
 Increased price: this kind of approach will only be applicable only if consumer is
experiencing temporary lack of substitutes taking a firm into non-competitive status than
the customers have inconveniences in admittance of substitutes
 High price: they use high prices to maintain the standards of the product so that people
get attracted because of high standard product. It is a monopoly status option which is
very difficult to survive in competition.
 Change and change management: company being first and foremost retailer in UK.
County of origin is core ability; other benefits are of not having a good brand due to lack
of international market. This leads to company rising and falling in terms of profit.
Produce strategic management plan
 It is important to formulate a strategic plan that has objectives. Asda will work according
to them and achieve goals and objectives.
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 The objectives must match the mission and vision of the company. It helps the
employees to work effectively (Ginter, Duncan and Swayne, 2018).
 It is also important to form strategies according to marketing mix so that they are able to
form best strategies for the company.
 STP approach will help the company to serve the target customers and position the
product at right place in the mind of customers.
 In the end they work to monitor the work done. Various KPI's are used by the company
in order to achieve success. They must also set benchmark so that they are able to
achieve them.
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CONCLUSION
It is analysed that Business Strategy refers to a strategy that helps an organisation to
achieve success. Therefore, it is necessary that appropriate analysis of the requirements is done.
So, that the efficiency and effectiveness level set by the organisation can be enhanced. Therefore,
it is vital that the managers of the business enterprise are able to achieve goals and objectives.
The managers must act in such a way which helps the employees to be able to enhance the
efficiency and effectiveness. Thus, it can be stated that it is quite important and necessary for the
organizations that they identify the right strategy to be applied which will assist in gaining
strategic and competitive edge over the various types of competitors existing in the business
environment in a proper manner.
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