Marketing and Management of Asda

Running head: MARKETING AND MANAGEMENT OF ASDA
MARKETING AND MANAGEMENT OF ASDA
Name of the Student
Name of the University
Author Note

MARKETING AND MANAGEMENT OF ASDA1
Table of Contents
1.0 Company background..............................................................................................2
2.0 Task 1 – Introduction...............................................................................................2
3.0 SOSTAC..............................................................................................................3
4.0 Situational Analysis (S)........................................................................................4
5.0 Objectives (O)......................................................................................................6
6.0 Strategy (S)...........................................................................................................7
7.0 Tactics (T)............................................................................................................7
8.0 Actions (A)...........................................................................................................9
9.0 Control (C)...........................................................................................................9
10.0 Task 2.....................................................................................................................9
11.0 Task 3...................................................................................................................11
References....................................................................................................................14

MARKETING AND MANAGEMENT OF ASDA2
1.0 Company background
Asda Stores Ltd. that is currently trading under the name of Asda in the supermarket
industry in the United Kingdom. The headquarters of the organization are located in Leeds,
West Yorkshire. The organization was established in the year 1949 after the merger of the
Asquith family owned supermarket with Associated Diaries organization of Yorkshire. The
organization had expanded its operations in the southern parts of England within the years
1970s to 1980s. The expansion had been able to provide major levels of revenues and
profitability to the organization (Asda.com 2019). The presence of the organization has also
increased in a huge manner due to the fast international expansion based activities that have
been performed by Asda in the retail industry of the United Kingdom. Asda has become the
second biggest supermarket after overtaking Sainsbury’s in the year 2019. The total market
share that has been gained by Asda in the retail industry is 15.5%. Asda operates more than
600 stores in different parts of the world. Currently Asda is wholly owned by Walmart and it
maintains its operations in different parts of the world (Asda.com 2019).
2.0 Task 1 – Introduction
International marketing mix based strategy mainly involves the proper use of various
marketing instruments in order to achieve the positive financial results by the organization.
The organizations that operate on a global or international basis needs to develop the
international marketing mix based operations in order to maintain its operations and revenues
in an effective manner. The major aspects that are a part of the international marketing mix
framework are, product, price, place and promotion (Barros, Hernangómez and Martin-Cruz
2016). The development of an international marketing mix is able to play a major role in the
ways by which the organization is able to attract the customers towards products and services
that are offered to them.

MARKETING AND MANAGEMENT OF ASDA3
International marketing can be defined as the process that is related to the proper
application of the principles of marketing in order to satisfy different demands and needs of
various individuals who reside across national borders. The process of international
marketing is based on the ways by which marketing related activities can be implemented by
the organizations when they operate in different nations (Daspit et al. 2017).
The country that has been chosen for the expansion of Asda Supermarket is Malaysia.
The major reason behind the expansion of the operations of Asda in the country is based on
the ways by which presence of the organization can be increased on a global basis. The
increase in international presence will also help in increasing the customer base and revenues
of Asda in the retail industry (Demir, Wennberg and McKelvie 2017).
3.0 SOSTAC
SOSTAC can be defined as the marketing model that had been developed by PR
Smith in the year 1990. The model was further formalized in the book that had been written
by PR Smith named Strategic Marketing Communications. The fundamental facets of the
SOSTAC model include, situation, objectives, strategy, tactics, action and control (Durand,
Grant and Madsen 2017).