Marketing Mix and Basic Marketing Plan for ASDA

This report discusses the ways in which organizations use elements of the marketing mix to achieve business objectives. It also includes a basic marketing plan for ASDA, a British frozen food supermarket.

Formal Report

Table of Contents
INTRODUCTION...........................................................................................................................1
SECTION 2......................................................................................................................................1
LO2 Compare ways in which organisations use elements of the marketing mix (7Ps) to
achieve overall business objectives ............................................................................................1
LO3 Develop and evaluate a basic marketing plan Scenario and activity (Report and Market
plan).............................................................................................................................................3
CONCLUSION................................................................................................................................6
REFERENCE...................................................................................................................................7

INTRODUCTION
Marketing is needed for every organization as it helps to provide the information and
messages to person and helps to increase the organisational productivity. If any products is
launched by organization then marketing management is responsible for all activities as they
uses different sources to reach the targeted customers and maintain business effectiveness
(Tanford, Kim and Kim, 2020). In other words, marketing refers as activity and process which
uses for promoting the buying and selling of the products as well as services. For all organization
it is essential to use the marketing activities and process which can help to reach the targeted
customers and increase the organizational performance. This report is based on ASDA that is
British Frozen food supermarket, selling their products and services in challenging environment
and increase the higher profitability. The formal report covers comparison of organization who
uses marketing mix for attaining goals and basic marketing plan that can help to operate a
business regularly.
SECTION 2
LO2 Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve
overall business objectives
Marketing mix is defined as area and framework that uses by organization for the purpose
of running their business and increase the organisational performance. This is important activity
for each organization as it touches on a broad range of areas and managing the activities
accordingly. In other words, marketing mix is the foundation model of any business that covers
many important element such as product, price, place, promotion, physical evidence, and people
that are needed to consider and increase the performance (Blythe and Martin, 2019). The
comparison between two supermarket are as explained who are using marketing mix for
attaining goals such as:
Basis ASDA Mark and Spencer
Product This is the first element of marketing
mix that states what products are
selling by organization. ASDA is
providing range of products by
This is also British Origin
company that established for
providing retaining products and
services. The organization is
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involving grocery, clothing, home,
leisure, fresh food and entertainment
items that helps to increase the sales
(Marketing Mix of ASDA, 2020).
variety of products like clothing
for men, women, and kids.
Beauty and cosmetic items are
also provided by organization
that helps to reach the customers.
Price ASDA is large size supermarkets that
is offering their products and services
at lower prices as compare to others
which can help to attracts the
customers and increase
organizational performance.
Moreover, any festivals and event
comes in the year different discount
and coupons are given to customers.
This organization faces the
rivalry in consumer market so
maintaining strong competition
and increasing market share
Mark and Spencer is adopting
competitive pricing strategy.
Moreover, dynamic pricing
strategy is adopted during off
and festival season.
Place As it is maintaining online and
offline channel to sales its products.
The organization has more than 600
stores across UK that covers format
super centres, super stores,
supermarket etc. that can help to
increase the organizational
performance and sales.
This organization has spread
their presence as it sales products
in Egypt, Spain, Finland, Qatar,
Jordan, Ireland, Morocco, Kabul,
Canada, Germany, France,
Belgium, China, India and
Austria. This is operating
business via 970 outlets and
operation since the year 2001.
Promotion ASDA is using newspapers,
celebrity, advertisement, print media
and other media outlets that can help
to reach the customers and increase
sales.
The organization is using print,
digital, and visual medium
channel such as magazine, radio,
television, newspapers,
television, hoardings and others.
Physical evidence The structure is increasing awareness
of customers regarding a best brand
The structure of organization is
attractive that uses online and
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as it has many physical stores,
equipment, logo, brochures and
websites to reach the customers
(Kumar, Shankar and Aljohani,
2020).
offline stores for selling their
products and services.
Process The organisation is receiving
products from its suppliers and
organise or keep them in to shelves
which is selected by customers by
using online and offline mode.
Uses of websites and digital
transaction process uses by
management for selling products
(Marketing Mix of Mark and
Spencer, 2020).
People In this, approx 1,45000 people are
working as management offers on the
job and off the job training to sales,
finance, marketing, HRM and other
team which helps to manage the
workings.
The marketing management,
sales, finance, administration,
HRM and other people are
working (Duane and Domegan,
2019).
LO3 Develop and evaluate a basic marketing plan Scenario and activity (Report and Market
plan)
Market plan is defined as report which outlines the marketing strategy and planning that
are important for organization and it increases performance. Marketing plan is a comprehensive
document that mainly uses by company after setting targets that helps to attain the goals and
objectives effectively (Mahamad Saad, 2019). ASDA is preparing a marketing plan for the
purpose of increasing sales and profitability that are as explained:
Executive Summary ASDA is larger supermarket that is selling variety of
products and services by operating many online and
offline stores.
Business details Retaining products such as grocery, clothing, and
food items are providing by organization. The
organization wants to increase their sales by
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introducing new products in clothing, grocery and
cosmetic items as environment is changing so people
are demanding new products.
Vision and mission To become the leading organization in retail sector
by selling products and services at retail prices.
Objectives The strategic objectives of ASDA are:
 To increase the market share up to 70%.
 To increase the percentage of profitability by
60% up to 2022.
 To develop the business by using expansion
planning.
Customer & Value proposition The organization is providing better quality and
design of products at lower rates that create the
value and encourages customers to buy products
from such organization.
STP analysis  Segmentation: The management of ASDA
is segmenting the people group on the basis
of demographic level.
 Targeting: The company is targeting to all
ages of people who needs daily basic items.
 Positioning: By offering range of product it
is maintaining higher position in the market.
Marketing strategy / Situational
analysis
ASDA is adopting different marketing strategy such
as:
 Product: New design of clothings, grocery
and food items that meets with customers
demand.
 Price: For this, competitive pricing strategy
uses by organization that helps to attracts
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number of people (Myers, 2019).
 Place: The products are launching in UK and
near by areas firstly that can help to increase
sales and market share.
 Promotion: For information and promotion
marketing officer are using advertisement,
digital media, and online websites that can
help to reach the targeted customers.
Operation plan The operation manager of ASDA are getting raw
material from its regular suppliers, maintaining
proper record of inventory, keeping effective
distribution and communication with customers.
Management team & Structure ASDA is adopting hierarchy structure which can
help to maintain good relation between employer
and employees. All the activities and functions of
organization are organised by management of
chosen company that helps to attain the business
goals effectively.
Resources Skilled and talented marketing staff, sales people,
funds, place to open more stores and others
resources will help to reach the targeted customers
(Park, 2020).
Financing For implementing such business plan there is
requirement of £20. The 60% (£12m) will be arrange
from owner's equity and 40% ( £8m) will be
collected from bank.
Financial projection Particulars Amounts (£)
Operation activities £ 5m
Investment activities £ 10m
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Financial activities £ 5m
Total £20m
Risk plan While running the business and attaining the
business goals there are different risk can be arises
which might be reduce the organizational
performance. The risk are arrangement of funds
from banks, arising competitor who sales products at
lower price, excess of expenses that is required to
arrange.
Monitoring and controlling This is ending activity which is required to do by
marketing officer of ASDA as such person will
evaluate business plan by using KPI and
Benchmarking tool that can help to identify problem
and bring the changes which can help to get
competitive advantages.
CONCLUSION
From the report it can be concluded that marketing is important activity which uses by all
companies for the purpose of promoting their products and services in challenging environment.
The marketing office is playing vital role as it evaluate the marketing plan with their competitor
and bring the changes in their strategy or products that can help to compete with others. The
marketing mix is covering 7 elements that are uses to increase the organizational performance
and profitability by delivering range of products and services. Business plan is considered as
formal document which is prepared by management for the purpose of attaining business goals
and delivering better services.
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REFERENCE
Books and Journal
Tanford, S., Kim, M. and Kim, E. J., 2020. Priming social media and framing cause-related
marketing to promote sustainable hotel choice. Journal of Sustainable Tourism, pp.1-20.
Blythe, J. and Martin, J., 2019. Essentials of marketing. Pearson UK.
Park, S., 2020. Marketing management (Vol. 3). Seohee Academy.
Kumar, A., Shankar, R. and Aljohani, N. R., 2020. A big data driven framework for demand-
driven forecasting with effects of marketing-mix variables. Industrial marketing
management. 90. pp.493-507.
Duane, S. and Domegan, C., 2019. Social marketing partnerships: Evolution, scope and
substance. Marketing Theory. 19(2). pp.169-193.
Mahamad Saad, M. F., 2019. Faculty Business And Management Fundamentals of
Entrepreneurship Topic: Business Plan (BP).
Curtis, K., Development of a Business Plan for a Battery & Jewelry Parts Wholesaler.
Myers, M. D., 2019. Qualitative research in business and management. Sage Publications
Limited.
Online
Marketing Mix of ASDA. 2020. [Online]. Available through:
<https://howandwhat.net/marketing-mix-asda-asda-marketing-mix/>
Marketing Mix of Mark and Spencer. 2020. [Online]. Available through:
<https://www.marketing91.com/marketing-mix-of-marks-and-spencer/>
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