Marketing Plan of Asda

This document discusses the marketing plan of Asda, a multinational supermarket chain. It covers their smart objectives, STP analysis, SWOT analysis, Ansoff Matrix, marketing mix, and budget. The plan focuses on introducing George own stores in Monaco to enhance clothing sales.

Develop and evaluate
a basic marketing
plan

Contents
LO3 Marketing plan of Asda..............................................................................................................2
REFERENCES....................................................................................................................................7

LO3 Marketing plan of Asda
Marketing plan is an essential part of business planning process that outline marketing
strategy for next coming years (Hollensen, 2019). Asda is a multinational supermarket chain
that provide its quality products and services at worldwide. Asda living are the dedicated
clothing store of ASDA in which firm represent its George and non-food products such
fashion and general merchandising to their customers (ASDA (Company facts), 2020). Now,
organisation wants to develop a new strategic plan in order to analyse path of market growth.
The new strategic marketing plan of Asda is determine below as:
Smart objective
 To introduce George own stores in Monaco within 6 months in order to enhance sales
of clothing by 20% more.
STP
This model helps markets to craft their strategy and develop or delivered relevant
message which are related to their target business objective. This model is useful when
creating marketing communication plan that aid marketers to prioritise major proposition in
the context of their target audience.
 Segmentation: Segment of business products and services are classify on the basis of
different variables as Demographics, psychographics, lifestyle etc (Wood and Jobber,
2016). Under the clothing range of Asda which is known as a brand George,
organisation offers quality services to its target customers. Now organisation wants to
introduce their own clothing stores (George) in Monaco in which they will going to
provide all branded clothes for Kids, Women and Men as well. As Age classification
of their cloths are categorised as Kids belongs to the age group of 1-15 years, Girls
and Women 16-40 years, Boys and Men 16-45. The clothing series is Asda is
affordable for all. All the new range of clothes of Asda is based on market demand
and requirement in order to introduce trendy products for their customers.
 Targeting: At the time of introducing products in Monaco, the main focus of
organisation will be on the individual who belongs to different age group and
different category as Kids, Men and Women. Major target of organisation will be on
those who are frequent buyer and wants variety and quality in new clothing range on

the basis of market trends. The population of Monaco is limited but the buying
behaviour of customers there is more frequent than any other place.
 Positioning: The positioning strategy of Asda at the time of introducing clothing
series will be relying on moderate pricing. On the basis of this process, organisation
can analyse buying behaviour of customers in order to gain maximum competitive
advantage with the help of their frequent buyers (Da Silva and Mazzon, 2016). In this
process, unique selling proposition can assist them in draw a positioning map to
understand how each segment perceives their products and services. These kind of
business strategies and practices can assist organisation to determine how best to
position their offerings in the market of Monaco.
SWOT analysis of Asda
This is an internal analysis tool that assist Asda to analyse their existing strength and
weaknesses as well as growth opportunities and market threats as:
Strength:
 Product quality and affordable pricing strategy that can assist in developing strong
customer base.
 Visual merchandising and modernisation process of ASDA assist to deliver
appropriate level of inspiration to their target customer who visit their store (ASDA
George revolutionises retail planning & VM, 2020).
Weaknesses:
 Asda criticised for misleading advertising campaigns that can affect its market
presence negatively.
Opportunity:
 Technological advancement services as strong supply chain can assist in delivering
products in the market on the basis of customer requirement.
Threat:
 Existing competitors with low cost strategy can be a threat for organisation.
Ansoff Matrix

This is a strategic analysis tool that assist in determining most suitable option for firm to
attain desired growth. Aspects of this model are:
 Market penetration: This aspect is stand for a business strategy in which
organisation introduce their existing products in existing market by implementing
some innovation (Perreault, 2018).
 Products development: This approach is based on marketing strategy in which
organisation focuses on introducing products range in existing market.
 Market development: This strategy is focuses on entering into new market with the
existing products and services of firm.
 Diversification: According to this aspect, the marketing strategy of organisation is
based on introducing new products in the new market.
As per the new marketing plan of Asda, organisation will going to fall into the category
of Market development in which they will going to introduce their existing clothing range in
the market of Monaco.
Marketing Mix
The Marketing mix strategy of Asda is based on their new strategic planning process
in which they wants to introduce their Clothing series in Monaco. The marketing strategy of
organisation will be:
7 P’s of marketing mix Asda
Product On the basis of new marketing strategy, the products of Asda
will be Clothing of their own brand George. In which they will
going to offer, women’s wear, men’s wear and kids wear. For
men’s and women’s they will going to offer both casual and
formal wear.
Price In order to develop a desired position in the market of Monaco,
organisation will going to offer their products on moderate
price.
Place As per the new strategy of Asda, the location of their new
stores will be in the high streets of Monaco in which customers
visit to purchase clothing.
Promotion To introduce new clothing store of Asda George, organisation
can implement some promotional strategy in which Social

media and paper media could be most suitable platform for
firm (ASDA plots international growth for George, 2020).
Process The process of delivering and selling products will be based on
online and offline mode. In order to develop offline presence of
their new store, organisation will going to set some minimum
prices for their new offerings through which they can develop a
strong customer base easily.
People Employees of the organisation will be those who are skilled
and capable to understand requirement of customers in order to
provide them quality services easily.
Physical evidences Asda always pay their maximum attention to provide facility to
their customer who visit their stores. Furthermore, they
implement advance technology to display all the categorised
clothing consistently and efficiently in front of its customers
(ASDA George revolutionises retail planning & VM, 2020).
There also will be facility concentrated strategy of firm through
which they can make their customers happy.
Marketing budget
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 58000 25000 19000 30000 20500
Investment 30000 12000 10000 12000
Total 58000 55000 31000 40000 32500

Marketing
expenditures
Advertisement 20000 7000 6100 6000 6100
Sales promotion 2800 6000 3000 2000 9000
Direct marketing 6000 5500 1500 7000 1000
Total 28800 18500 10600 16000 16100
Available balance 29200 36500 20400 24000 16400
Monitoring and evaluation
This process required appropriate working activities of management through which
they can monitor all the operational and functional activities of firm. Management of Asda is
capable to monitor all the activities of their stores. Thus, management also requires to analyse
product supply and delivering process at timely basis in order to render desired services to
customer at requisite time. On the basis of this, firm can manage cost and time of their
services.

REFERENCES
Books & Journals
Hollensen, S., 2019. Marketing management: A relationship approach. Pearson Education.
Wood, M.B. and Jobber, L., 2016. The marketing plan handbook. Pearson.
Da Silva, E.C. and Mazzon, J.A., 2016. Developing social marketing plan for health
promotion. International Journal of Public Administration. 39(8). pp.577-586.
Perreault, W.D., 2018. Essentials of marketing. New York: Mc Graw Hill.
Online
ASDA (Company facts). 2020. [Online]. Available through :< https://corporate.asda.com/our-
story/company-facts>
ASDA George revolutionises retail planning & VM. 2020. [Online]. Available through:<
https://visualretailing.com/asda-george#:~:text=Delivering%20an%20effective
%20directive%20to%20stores%20of%20all%20sizes&text=As%20a%20'fast
%2Dfashion',Reynolds%2C%20Head%20of%20Sales%20Development.>
ASDA plots international growth for George. 2020. [Online]. Available through :<
https://www.marketingweek.com/asda-plots-international-growth-for-george/>.