SOSTAC Model for Marketing Strategy of George by Asda in Nigeria

Principles and practice
of marketing
7/24/2019

Marketing 1
Contents
Introduction......................................................................................................................................3
Overview of company..................................................................................................................3
Task 1 SOSTAC..............................................................................................................................4
SOSTAC in Nigeria.....................................................................................................................4
Situation analysis.....................................................................................................................4
Objectives................................................................................................................................6
Strategy....................................................................................................................................6
Tactics......................................................................................................................................7
Action......................................................................................................................................9
Task 2.............................................................................................................................................10
Situation Analysis......................................................................................................................10
Objective....................................................................................................................................11
Strategy......................................................................................................................................12
Tactics........................................................................................................................................12
Action........................................................................................................................................13
Control.......................................................................................................................................14
Task 3.............................................................................................................................................15
Justification for selecting Nigeria..............................................................................................15
Advantage and disadvantage of Standardise and adapting........................................................15

Marketing 2
Glocal- Hollensen......................................................................................................................16
Selection of strategy for company.........................................................................................17
3Ps..............................................................................................................................................17
Conclusion.....................................................................................................................................19
References......................................................................................................................................20

Marketing 3
Introduction
The purpose of the report is to build on the research that has been conducted in the interim
coursework that is required to form the report that majorly applies the SOSTAC model to the
marketing strategy that is current being used by the high street clothing research. The company
has been selected for this assignment George by Asda. SOSTAC is to major focus on moving the
chosen the clothing retailer to a different country that is considered as Nigeria, outside of UK
where they do not presently operate. SOSTAC model is majorly used in the report with the
motive to evaluate the elements with the proper implementation. It also shows how the company
is using the model of SOSTAC in UK market. In addition, it shows how the strategies used by
the George by Asda can be used in UK that is evaluated. The evaluation of strategies will help in
understanding how the company can implement these strategies in the international market.
Overview of company
Asda Stores Ltd trading as Asda, is a British supermarket retailer with the headquarters in Leeds,
West Yorkshire. The company came into the existence in the year 1949 when supermarket
owning Asquith family that merged with the associated diaries of the Yorkshire. Asda Company
formed a partnership with George Davies who is considered as one of the best fashion designer
with the brains behinds high street retailer next (Newton, 2017). Further, the supermarket
confirm to name their new clothing range just after the designer with the brand that being rolled
out to Asdas across the UK in the year 1990.

Marketing 4
Task 1 SOSTAC
The marketing model of SOSTAC is formed by PR Smith in the year 1990s and later formalized
in his 2004 book that shows the strategic marketing communications (FIDM, 2014). The model
name is decided based on an acronym for Smith’s six fundamental facets of marketing which
include objectives, situation, strategy, tactics, action, and control.
SOSTAC in Nigeria
The focus of SOSTAC is majorly emphasis on moving the George by Asda retailer to Nigeria, a
country that belongs to the West Africa. The below given is the implication of the SOSTAC
model within country.
Situation analysis
The situation analysis can be done with the help of the PEST analysis that analysis the external
factors that can affect the working of company.

Marketing 5
Political factors: - The government of Nigeria has the ability with the motive of it they can
encourage the companies to make the purchase of the fabrics from the local market only majorly
if the taxation on the imports from the different overseas countries increases (Legal Small
Business, 2019). It has been found that political there is rise in the terrorists activities in the
country that leads to the impact on working of any new business. However, this is true that the
clothing industry will get affected at least in the situation.
Economic factors: - The economic factors that influence are GDP, purchasing power of
customers and many others. It has been witnessed that from the year 2014, there is decline in
GDP as at this time GDP of country was 568.50 USD that is highest among other years.
However, after the decline the GDP of Nigeria improved in 2018 that leads to the opportunity for
the company to earn high profit (Trading economics, 2019). Moreover, it has been found that
unemployment in Nigeria is at high level due to which the George by Asda, can get the cheap
labour at the place.
Social factors: - Social factors that influence include change in the trends and patterns of the
company. It has been found that Nigeria is country with different ethnicity and religion due to
which the patterns and trends of every person varies. The culture of Nigeria is traditional, due to
which they people follow the traditional styles in fashion industry. However, it has been found
that there are many changes in fashion industry of Nigeria (Abdulfatai, 2019). In addition, one
fashion designer based in Nigeria with name Deola Sagoe take the artistic approach to
merchandise that is available for selling at House of Deola.Thus, this will lead to improvement in
business opportunities for George by Asda to set-up their business.