Faculty of Design, Media and Management

Running head: FACULTY OF DESIGN, MEDIA AND MANAGEMENT
Faculty of Design, Media and Management
Name of the student
Name of the university
Author’s note

FACULTY OF DESIGN, MEDIA AND MANAGEMENT1
Executive Summary
The project aims at studying the various aspects of innovation strategy taken by a company. It
aims at deep analysis of the year wise innovation by ASDA. It throws light on how innovation
strategy is important in maintaining the sustainability of the business. The industry trend has
been studied to see the role of management in innovative business strategy and how they use the
market opportunity. It concludes that the success and sustainability of the business depends on
how an organization adopts innovation to the business.

FACULTY OF DESIGN, MEDIA AND MANAGEMENT2
Table of Contents
Introduction......................................................................................................................................4
Discussion........................................................................................................................................4
ASDA and its innovation history.................................................................................................4
ASDA’s existing innovative performance and capabilities.........................................................6
Industry in the year 2016.............................................................................................................7
Conclusion.....................................................................................................................................10
References......................................................................................................................................10

FACULTY OF DESIGN, MEDIA AND MANAGEMENT3
Introduction
Innovation is a key element for any type of retail organization. It helps the company to
gain a competitive advantage over competitors. The innovation strategy of the business involves
generation of new ideas, concepts and processes. Company uses such ideas to improve the
existing business strategies. Innovation helps them to develop a support system to sustain the
sales of the business. Company gaining the competitive advantage through innovation assures
the sustainability of the business. The role of innovation in the sector of super markets is
significant. It shows the performance of the business for the long run. The expansion of the
business depends on how the company uses the market opportunities through innovating its
business strategies. The main work of an innovation team is to always analyses the market recent
trends and then develop the new products, any change in the existing system for designing a
marketing strategy.
Discussion
ASDA and its innovation history
ASDA is a company which has a long history of innovation since 1920. A Asquith family
used to run the business of meat. They were not a normal and satisfies business men who get
satisfied with one store. The innovative mind helped them to expand the business to other local
areas. In the year 1963, the family did another business innovation which was conversion of the
Queens cinema into a super market in Castleland. The business was further extended to more
stores. In 1965, it collaborated with Associated Dairies and connected its butcher shops to the
supermarket (Seyfang 2008). The Associated Dairies and the Asquith supermarket got merged
and the company came to be known as ASDA in the year 1965.