Impact of Globalization Upon Advertising
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Added on 2020-11-23
Impact of Globalization Upon Advertising
Added on 2020-11-23
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Table of ContentsINTRODUCTION...........................................................................................................................3Background of the research.........................................................................................................3Rationale of the research.............................................................................................................4Literature Review.............................................................................................................................4Effectiveness of the current marketing strategies of Asda..........................................................5Financial cost of marketing and advertisement of Asda.............................................................5Understanding current market share of Asda in retail industry..................................................7The recommendations to improve marketing policies and strategies of Asda............................8Research Methodology....................................................................................................................9DATA ANALYSIS........................................................................................................................11RESEARCH OUTCOMES ...........................................................................................................21Reflection, recommendation and alternative methods...................................................................22Conclusion.....................................................................................................................................23REFERENCES..............................................................................................................................24
TITLE: Impact of Globalization upon advertising and promotion: A case study on Asda”. INTRODUCTIONGlobalization is a broader concept which is helpful in spreading the technology,information, products, services, jobs across the national boundaries. This also enables thecountries to allow trade across their boundaries so as to avail the products and services which arenot available easily toward their premise (Brower and Mahajan, 2013). Globalization is helpfulfor the countries having poor economic condition by investing with modernization, jobopportunity, upgraded access to free trade of goods and services. This allow the countries toavail good opportunities of jobs. Thus overall, globalization help the countries to improve theireconomic condition. With the help of globalization, the world has become a single market inwhich trade has become easy as compared to the previous era. This has make things easier forthe organizations to invest in other countries. There are a lot of factors which are helpful for thecompanies to invest in other countries. They look forward for the political, economic, social,technological standards of the country. In case of lacking in any area force these countries to pulltheir legs behind. This research is base on Asda which is a British supermarket retailerheadquartered in Leeds, West Yorkshire. The company mainly deals in retail sector and apartfrom that it also operates itself in financial services and mobile sector. The company wasacquired by the American giant Walmart and has become third largest retail store in UK afterTesco and Sainsbury. This dissertation is based on the impact of globalization on the advertisingand promotion of Asda.Background of the researchThis research is based on the impact of globalization on the advertising and promotionalactivities of Asda. It is a British retail supermarket which is operating its services within UK.The company has a large base of customers and wants to operate globally. In order to do thatglobalization will help the company in advertising and promotion. In order to expand thebusiness, advertisement and promotion activities are necessary (Crane, 2016). These activitiesallows the customers to know about the background of company and its products and services.Therefore globalization will help the company in advertisement and promotion at global level.These activities will allow them to expand their business globally.
Rationale of the researchThe main aim of conducting this research is to increase the knowledge of globalization onthe advertising and promotion of Asda. This will help the researcher to identify the use ofglobalization at global level. Apart from that, concept of globalization will help them tounderstand its importance in making the whole world a single market (Crane, 2014). Currentmarketing strategies of Asda are also discussed in this research which are helpful inunderstanding the different strategies of company. Accordingly, different strategies can beformulated with the help of current strategies. These strategies and policies will help theresearcher to increase its knowledge towards globalization.Research AimThe main aim of this research is “To identify the impact of globalization on theadvertisement and promotional activities of Asda. Research ObjectiveTo study effectiveness of current marketing strategies of Asda.To analyse financial cost of marketing and advertising of Asda.To understand current market share of Asda in the retail Industry.To make recommendations to improve marketing policies and strategies of Asda.Research QuestionsWhat is the effectiveness of current marketing strategies of Asda?What is the financial cost of marketing and advertisement of Asda?How to understand current market share of Asda in retail industry?What are the recommendations to improve marketing policies and strategies of Asda?Literature ReviewLiterature review is the analysis and new finding of the already written articles on aparticular topic. The researcher uses different articles of the related topic and continue the furtherresults in its own research. It help a researcher to include theoretical and methodologicalcontribution of the topic.Effectiveness of the current marketing strategies of Asda.According to Matthew Harvey, 2018, Asda is a British supermarket giant which hassecond position in the retail market of UK. All this position is captured due to effective
marketing strategies of Asda. The company has many strategies such as Paid advertisement,Cause marketing, Word of mouth etc. All these marketing strategies have a great impact over theincrease in sales of company. Following is the explanation of increase in sales of the company.Paid Advertisement:It is one of the important strategy which has a great impact over increase in sales of thecompany. These type of advertisement shows on the front, bottom and side of the web pages.The advertisement company is responsible in maintaining the advertisement so as to make itseffective in terms of marketing of Asda. There are different types of categories in the paidadvertisement such as PPI, PPC and display ads. All these categories depends upon themarketing campaign of company. PPI stands for pay per impression in which payment is made tothe website owner by the company. This payment is done on the basis of number of views ofusers of advertisement. PPC stands for pay per click in which payment is done to the websiteowner by clicking the advertisement of Asda.Cause marketingThis type of marketing stands for the benefit to both company and the customers. Adiscussion is provided to the customers so as to help them find their benefit in purchasing theproduct. This type of marketing leaves a great impact in the minds of customers. Basically, thusmarketing help the customers to provide solutions to them so that they can imposed to purchasethe product of Asda. Although, there are many rivals of Asda in UK which are also providing thesame product to the customers. Asda has to give a cause to the customer to purchase theirproduct. Therefore, this type of marketing strategy will help the company in increasing their sellamong their rivals.Financial cost of marketing and advertisement of AsdaAccording to article views marketing and advertisement is one of the important conceptof increase in sales of the company. Asda have to invest in the marketing department so that theycan avail their products to the customers. This will help the customers to know about theproducts and services of the company. As per the data company has invested a lot in theadvertisement in a couple of years. As per the data of cost of advertisement from the year 2012to 2016, company has invested highest in 2012. In 2012, the company invested 109 millionBritish pounds. After that 2016, is the highest year in which company had invested 108 millionBritish pounds. This data shows that company was focusing on delivering their products among
the customers. This advertisement cost will enhance their customer base and thus increases thesales.As per the given data, it can be concluded that 2016 is the least invested year in whichadvertisement cost is low. The company invested just 75 million British pound in 2016. Thisstatics resulted in decreasing the cost of investment in advertisement of products of company. Itmay be resulted to a great loss to the company as their customer base can decrease.Understanding current market share of Asda in retail industryAccording to Smith, 2018, Market share is the partition of market to a specific company.In this research, the market share of Asda is discussed among its rivals. This market share willshow the current market strategies of Asda and its performance among its rivals. These retailstores have a great competition among themselves but still the performance of company isIllustration 1: Advertisement cots of ASDASources : Advertising expenditure of Asda Stores Ltd in the United Kingdom (UK) from 2012 to2016 (in million GBP), 2019.
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