Effective Marketing Management: A Case Study of Asda

This report analyses the key theories and concepts of effective marketing management and their impact on Asda's marketing strategies. It also discusses the complexity of the competitive environment and its impact on marketing decisions. The report includes a SWOT analysis, PESTLE analysis, and Porter's Five Forces model.

Marketing
Management
Table of Contents

INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
Understanding key theories and concepts to guide development and execution of marketing
strategies.................................................................................................................................3
TASK 2............................................................................................................................................7
Understanding the complexity of competitive environment and discussing its impact on
effective marketing decisions.................................................................................................7
TASK 3..........................................................................................................................................10
Critically analysing the marketing situations.......................................................................10
Analysing marketing strategies of Asda...............................................................................11
TASK 4..........................................................................................................................................12
Recommendations to improve the marketing strategies.......................................................12
CONCLUSION..............................................................................................................................13
REFERENCES:.............................................................................................................................14
Books and Journals...............................................................................................................14

INTRODUCTION
Marketing Management is a process which helps to control various marketing aspects.
The organisation can achieve their inherent goals and objectives in market. With the help of
effective marketing the company can provide better products and services to consumer. The
report aims to analyse about understanding effective marketing management. Asda is a British
supermarket chain which is headquartered in Leeds England. It was founded in 1949 by Asquith
family (Kumar, and et.al 2020). They had seen an efficient growth over a period of time. On the
other hand, in this report there will be brief discussion about various key concepts and theories
which helps the organisation to carry out effective marketing strategies. Along with that, there
will be evaluation about developing effective marketing strategies. The management can take
various decisions to understand the complexity of business environment. For further instance, in
this report there are different skills which can be adopted by company in order to understand
dynamic and uncertain future.
MAIN BODY
TASK 1
Understanding key theories and concepts to guide development and execution of marketing
strategies
In order to achieve more profitability in market the organisation can use various
strategies to provide better products and services to the consumers (Herhausen, and et.al 2020).
The main vision of firm is to generate more revenues in market and gains competitive advantage
in the desired industry. Asda use various key theories and model to target new audience and
achieve an overall growth in market in an effective manner. Marketing Mix helps the firm to
understand dynamic situation of market. There are various components of marketing Mix is
described below:
 Product – This is the first and major component in marketing mix. The main focus of
firm is to offer quality products to consumers to generate more revenues in market. Most
of the company which are regulating their operations in industry is facing the threat of
substitutes. With the changing market conditions they need to improve the overall quality
of products. In relation to Asda they are one of the huge retailers in industry. The

organisation has a wide range of product portfolio. They offer quality products to
consumers which helps them to generate more revenues in market.
 Price – The price of product plays crucial role it attracts a lot of potential customers form
market. Most of the companies has set competitive prices in order to enhance the sales in
an effective manner (Jalalova, 2021). Asda has set competitive price of their products.
This will help them to gain a competitive advantage on industry. They provide excellent
quality products to consumer at an affordable rate.
 Promotion – This component helps the company to attract new audience from market. In
this new digital era there are various methods which could help the organisation to do
effective promotion of their products. In relation to Asda they are using the online an
offline methods to promote their products and services. They use the social media
platforms which include Instagram, Facebook etc. The organisation is regulating various
campaigns which helps them to generate more revenues in market and attract different
individuals.
 Place – This is the fourth P of marketing which helps the organisation to understand their
place in market. Asda is providing quality products to the consumer. With the help of
ethical practices they had build a positive brand integrity in industry (Evert, 2021). More
importantly, they are focusing on various improvements in this new era to achieve more
profitability in the market.
 Packaging – The organisation needs to minimize the packaging of products. They need
to implement smart changes which will help to preserve the environment in an effective
manner. Asda management is focusing on achieving sustainable performance in the
market. They had significantly minimizing the packaging of products to save the
environment.
 Positioning – This is the component which helps organisation to understand the
viewpoint in the mindset of consumers. They need to create positive brand image in the
market. This will help them to position themselves better in an effective manner. Asda is
following rules and regulations an they are understanding the changing preferences of
customers (Leonidou, and Hultman, 2019). This helps them to position better in retail
industry. They had build a positive image in the mind of consumers.

 People – This is final P in the Marketing mix the organisation is responsible for various
elements. They need to practice the ethical practices in order to achieve the necessary
goals and objectives in the market. Asda is working extremely hard to provide great
quality products to consumers. They carried out the operations effectively in order to
become more profitable in the market.
Swot Analysis
Swot analysis is a strategic framework which helps the organisation to evaluate the
changing dynamic conditions of the market. There are various new opportunities on which they
can capitalise and generate more revenues (Reddy, and Karimikonda, 2019). There are multiple
components which helps the firm to identify their weakness and strengths. The following aspects
of this model is described below:
Strengths
This is the factor which helps the company to identify strengths in business. This will
certainly help them to achieve an effective growth in the market. There are various strengths of
Asda which is mentioned below:
 Huge rand of products – Asda has diversify their business operations. The company is
providing quality products to consumers. There are various products which is provided at
an affordable prices. This helps the organisation to attract various new customers in the
market.
 Sustainability – Asda has clear aim of achieving a sustainable performance in the
market. The organisation has implemented various techniques and approaches to carry ut
their operations effectively in the workplace (Iankova, and et.al 2019). They are using the
resources in an significant manner to preserve the environment.
 Excellent marketing campaigns – They use various new platforms in this digital era to
promote the products and services. Asda is keen to attract various customers with the
help of various campaigns and other promotional methods.
Weakness
This is the factor which helps the firm to assen their critical areas in which they are
lacking. They can implement new innovative ideas to make it better (Ziemba, Jankowski, and
Wątróbski, 2018). The weakness of Asda is mentioned below:

 Limited Global Presence – Asda has limited Global presence the organisation needs to
indulge in various campaigns to improve their image in the market. There are new
technological advancements which the company could implement in order to achieve
great result in the future.
 Quality of products – This is the major issue which Asda is facing in market. Most of
the consumers are complaining about the quality of products. This is highly impacting the
company's reputation in the market. In the upcoming future they need to improve the
quality to build a positive image in industry.
 Diversified business Operations – Asda has restricted their business entry in various
regions the organisation needs to improve their presence in major region. The main
reason is that they fear of facing the competition from local vendor and other big
companies in that regions. The management need to diversify their business operations in
various region to attract more customer in the market.
Opportunities
The organisation can capitalise on different opportunities to enhance their sales in the
market. In this new era most of the companies has seen an explicit growth in desired industry by
capitalising on various opportunities (Bagozzi, and et.al 2018). The opportunities on which Asda
can capitalise is mentioned below:
 Presence in Online Market – The organisation can improve their presence online. They
can sell their products on various online platforms. With the changing situation of market
most of the customers prefer to buy products and services online. In relation to Asda they
can improve their online presence in the industry. There is a lot of opportunity for the
company in the online market. They can generate more profits which will help them to
achieve a systematic growth in future.
 Acquiring Small Companies – Asda can acquire different small companies to expand
their business in the market. This will also help them to cut down the competition in an
effective manner. This is major and one of the most crucial opportunity on which
organisation can capitalise in market.
 Long Term Goals – The organisation needs to clear their goals and objectives which
they want to achieve in the market. Asda needs to focus on their targets the management

can improvise the productivity of workplace with the helps of various techniques and
methods. This will help them to incur more profits in the industry.
Threats
The organisation needs to asses their threats in an effective manner. The organisation
needs to understand the market competition to build a sustainable future in which they can
achieve the goals and objectives (Visconti, Peñaloza, and Toulouse, 2020). The threats which
could possibly affect the business of Asda is mentioned below:
 Government Changing Policies – This is one of the major threat which the company
could face in the market. The changing policies of government is a huge threat for Asda.
There are serious implications which needs to addressed by the organisation. This will
help them to achieve a systematic growth in the market.
 Price war – The organisation needs to set the competitive price of their product to attract
various new customers in the market. Asda needs to provide the products at low price to
achieve an effective market growth. On the other hand, they can target new audience in
the industry in a systematic manner.
 Other Online retailers – This is major threat which Asda is facing in the market. Online
retailers provide the product at low prices. There are new strategies and approaches
which the company could use in order to become more profitable in market. They can use
the competitive pricing strategy and needs to improve the market presence in an effective
manner.
TASK 2
Understanding the complexity of competitive environment and discussing its impact on effective
marketing decisions
Pestle Analysis
It is a strategic framework which helps the organisation to track various environmental
factors. There are various internal and external forces which could affect the business in a
significant manner (Hua, 2019). There are multiple components of this framework which is
mentioned below:
 Political Factor – This particular factor drives the various government policies and
actions. The organisation needs to follow all the rules and regulations which is abide by

the government. It includes corporate taxation, Trade disputes, other fiscal initiatives etc.
In relation to Asda they had modified their methods of commencing business operations.
The management fulfils and political decisions of various regions in which they are going
to expand their business. There is a major drawback of the political factors the
organisation needs to change their decision-making in order to fulfil the rules and
regulations.
 Economic Factor – These factors tends to affect broader economy. On the other hand,
these are financial in nature. It includes interest rates, Employment rates, exchange rates
etc. Asda follow all the factors related to the UK economy. The organisation understand
the rate of inflation which is regulating in market due to impact of Covid 19. They
provide high employment opportunities to the individuals. This will help them to retain it
in an effective manner.
 Social Factor – These factors tends to be more difficult. There are various factors which
includes demographic considerations, consumer beliefs etc. Asda is fulfilling all the
social factors. There are different new trends which are regulating in society. The
organisation provide the products according to customer preferences. This has help them
to enjoy multiple benefits. On the other hand, they are generating significant amount of
revenues in the market.
 Technological Factor – in this new digital era the organisation is implementing new
technological advancements in workplace to improve their overall performance. The
major focus of the firm is to generate more revenues in the market (Shemyatikhina,
Shipitsyna, and Usheva, 2020). There are various factors which includes automation,
research and development, digital infrastructure etc. Asda is improving their business
operations with the help of new technological inventions. There are major improvements
which has been established in Asda business. This has certainly helps them to generate
more revenues in the market and achieve the inherent goals and objectives in the market.
 Legal Factor – These are the factors which affects the broader economy or certain
specific sector. It includes industry regulations, employment laws and consumer
protection act etc. Asda follow all the labour and consumer laws. It has helped them to
become most ethical organisation. The organisation has build a positive brand image in
the market.

 Environmental Factor – These are the sensible addition which the organisation needs to
follow in order to preserve the environment. Asda has managed to achieve a sustainable
performance in market. They had modified their way of carry out the operations. They
had significantly reduces the carbon footprint, and utilise the resources in an effective
manner. This has help them to build a positive brand image in retail industry. Due to the
ethical practices they are attracting various other customers in the market.
Porter five forces model
Porter five forces model helps the organisation to identify competition. On the other
hand, they can offer better products to consumers (Iacobucci, 2021). The main focus of the
company is to incur more profits in the market by understanding the competition in an effective
manner. There are five major forces in this model which is described below:
 Competitive Rivalry – This is the first component which help the organisation to
examine competition present in marketplace. There are various competitors present in
industry. The organisation needs to analyse the competition effectively. Asda understand
the market competition there are major improvements which the organisation ha
implemented in workplace. Due to this they are offering great quality products to the
consumers.
 The bargaining Power of Suppliers – This particular force analyse the power of
suppliers in the market. The organisation needs to maintain a healthy relationship with
the suppliers. Asda management is subsequently building a positive relationship with
suppliers. The company sells majority of their products in their stores. This is not the
major threat for the firm. They are generating various revenues in the market by offering
quality products to consumer.
 The bargaining power of customers – The consumers can affect the prices in a
significant manner. There are various competitors which are present in industry. The
main focus of the firm is to set up competitive prices. In relation to Asda they are
providing quality products to consumers. They provide the products at an affordable
prices to attract various customers in the market.
 The threat of new entrants – This force considers the competition which is present in
industry. The organisation needs to take several measures in order to minimize the threats
of the company (Havidz, and Mahaputra, 2020). There are various new opportunists on

which they can capitalise in the market. In relation to Asda there are various further
improvements which can company is implementing in order to become more portable in
the market. The company sells their products at lower prices which helps them to
significantly address the competition sin the market. They also use the technological tools
to asses the market competition in an effective manner.
 The threat of substitute products – With the changing market conditions there are
various new products present in the market. The customers can viably choose there are
multiple options present. Asda improves their products appropriately the company
enhance the business operations in an effective manner. They are also providing the
products at an affordable prices. This has certainly help them to generate more profits in
the market. They are also minimizing the threat of substituting the products in a
systematic manner.
TASK 3
Critically analysing the marketing situations
STP Analysis
This is one of the most crucial tool for companies which helps them to regulate their
business operations in market (Park, 2020). With the help of STP analysis the organisation can
target potential audience and provide the products and services effectively. There are three major
components in this model which is described below:
Segmentation - In this stage the organisation segment their audience into various groups.
This helps them to provide the products only a majority of audience. There are multiple ways to
segment the target markets are as follows:
 Demographic – This component helps the organisation to segment audience on the basis
of gender, age or occupation etc. Asda provide the products by judging the demographics
in an effective manner. They mainly focuses on every section groups which can use their
products and services.
 Geographic – This particular component helps the organisation to segment audience on
basis of country and regions etc. Asda has diversified their business operations in various
regions. This helps them to offer the products and services in an effective manner.

Targeting – After deciding the segments the organisation target the customer which will
buy their products and services. They eventually judge the consumers preceptive and what are
their needs and wants from particular product (Kotler, and et.al 2018). The organisation can
generate more profits in the market. Asda is targeting the customers in an effective manner They
had maximize their overall sales by offering great quality products to the consumers. The
products which they are offering fulfil the needs and desires in a significant manner. There are
various barriers which is impacting the business operations of the company. The management
needs to take effective decisions in order to generate more profits in the market.
Positioning – The organisation needs to position themselves better to target the most
valuable customers. There are various significant opportunities on which the organisation can
capitalise in the market. The products needs to have an uniqueness which will attract most of the
customers. The major focus is to generate more revenues in the market in a significant manner.
Asda needs to understand the mindset and requirements of the customers. They had build a
positive brand image among various customers. In the future they will achieve greater results in
the market.
Analysing marketing strategies of Asda
In this new digital era the organisation promote the products with the help of new
platforms. This also helps them to attract various customers in the market. Asda is using
technological tools effectively in order gain a competitive advantage in industry. They use
television, newspapers (Kim, and Moon, 2021). On the other hand, they indulge in multiple
social media campaigns. This helps them to communicate with various customers. Asda main
marketing strategy is that they provide the products to consumer at an affordable prices. The
organisation is also providing special offers on their products. This will help them to attract new
customers in the market. The main vision of the organisation to offer quality products to the
consumers. By doing ethical practices they are managing to achieve it in an effective manner.
Asda also use the social media platforms in a better way. The organisation has managed
to achieve a sustainable growth in market. They are partnered with different social media
influencers. This will certainly influence new generation in the market. They are incurring more
profits in the industry and this will help them to gain a competitive advantage.

They had seen an tremendous growth in the market by offering quality products to the
consumer. The organisation is attracting various customers with the help of different strategies
and approaches.
Recommendations
 Asda can improve their way of promoting the products and services. The organisation can
provide various benefits and other discounting methods to attract different customers.
 The organisation tends to improve their campaigns on the social media. They need to
make it interactive with new and unique strategies. The management needs to enhance
their vision with implementation of new and innovative ideas (Deepak, and Jeyakumar,
2019) . This will particularly help them to achieve greater results in future.
 Asda can use technological tools to check the performance of their social media
campaigns. They can take the help of data insights to check the traffic on their
campaigns. The organisation can also asses the critical areas in which they are lacking an
improve it in an effective manner.
TASK 4
Recommendations to improve the marketing strategies
 Asda needs to focus on new technological tools which help them to become more profitable
in the market. They can achieve they targets in an effective manner. The management needs
to transform their ideology and use the social media platform more often. This will certainly
help them to attract more audience from the market.
 Understanding the appropriate audience is one of the most crucial factors which will help
Asda to offer better products and increased the sales in an effective manner. The main focus
is to enhance the growth of the organisation in future (Pedersen, Ritter, and Di Benedetto,
2020). They also need to set their long term goals and the management needs to understand
the changing preferences of customer in order to provide the quality products.
 Using the Online marketing tools effectively could help the organisation to improvise their
reach in different segments. They can become more profitable in the market. With the help
of online platforms the organisation is able to promote their products significantly. Social
media platforms like face book, instagram, YouTube tends to attract people. Asda can
indulge in multiple creative campaigns to attract more audience.

 The organisation can give free products for promotion this will help them to gain a
competitive advantage in the industry. Asda needs to improvise their branding strategies in
an effective manner to dominate the market and acquire a huge share in industry. They can
offer heavy discounts which will attract a large number of audiences in market (Sheth,
2019). In the festive season most of the customers could be attracted by offering discounts.
This will automatically enhance the sales of Asda.
CONCLUSION
From the above report, it has been evaluated that the marketing strategies tends to
improve the overall performance of company. There are various tools and approaches in this new
modern era which can be used to assess the critical points. On the other hand, this report also
states that swot analysis could help the firm to track various eternal forces which could affect the
firm performance for a longer period of time. It has been also analysed from the report that STP
analysis could help the firm to target the appropriate audience in market and provide the quality
products to consumer. Along with that, there is evaluation of pestle which is important tool for
the company in order to achieve significant targets in industry. For further instance, in this report
there is discussion about new porter five forces which could help the organisation asses the
appropriate competition in industry. There are valid recommendations which could help the
company to improve their overall performance and help them achieve a significant growth in
market.

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