Marketing Strategy for ASDA

This assignment delves into the marketing strategies employed by ASDA, a major UK retailer. It examines their target market segments (lower, middle, and higher income groups) and emphasizes the importance of providing quality products at competitive prices. The analysis highlights ASDA's focus on product differentiation, pricing methods, and distribution channels to meet customer requirements effectively.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................4
P1 Key roles and responsibilities of the marketing function.......................................................4
P2 how roles and responsibilities of marketing relate to the wider organizational context........6
M1 ...............................................................................................................................................8
M2................................................................................................................................................9
D1 ................................................................................................................................................9
Key elements of marketing function and interrelationship with other functional unit...............9
LO 2 ..............................................................................................................................................10
P3 Compare the marketing Mix of two different types of organisations in the marketing
planning process. .......................................................................................................................10
M3..............................................................................................................................................14
LO 3...............................................................................................................................................14
P4 Produce and evaluate a basic marketing plan to meet marketing goals and objectives.......14
M4..............................................................................................................................................15
D2...............................................................................................................................................15
CONCLUSION..............................................................................................................................15
REFERENCES .............................................................................................................................17

INTRODUCTION
Marketing is an important business function that helps the every business enterprise in
identification of customer’s requirement towards their products and services. Marketing
functional unit in every organization possess overall responsibility for growing revenue,
increasing the market share and contributing to growth and profitability (Dibb and Simkin,
2013). Present report is based on analysis of ASDA Plc which is global retailer store having it’s
headquarter in London, UK. Management of ASDA also provides its major focus on increase
marketing of business across the world. In this report, there are various roles and responsibilities
of marketing function have been discussed along with its interrelationship with the
organizational in wider context. In addition to this, comparison has been made between ASDA
and its major competitor in retail sector TESCO plc is done by using their marketing mix.
Marketing planning
P1 Key roles and responsibilities of the marketing function.
Marketing planning is also an important process that involves identification, analysis and
development of new products and services in order to meet the requirements and creation of
brand image and loyalty among the customers. In Asda, functions which are performed by
marketing department involves marketing research, strategy management, development of sales
support system, products development, financial teams, distribution systems and Human
resource management etc. Managers in organization have their major focus on implementation of
various strategies that will lead to raise sales and profitability of products and services in market.
Below given are key roles and responsibilities of marketing functions such as:
 Market research: There role of marketing department is to undertake research for
identification current and future trends in order to analyse the requirements of customers
towards the products and services (Pike, 2015). This will help the managers of ASDA to
demonstrate the changes to management that needs to done in products and services.
These modifications in products and services will influence the customers towards
organizations.
 Finance: Organization and allocation of funds to perform the marketing activities is also
major responsibility of marketing function which is performed by managers. In Asda,
marketing makes a proposal and send it to management related to requirements of funds

to perform the activities and also provides an estimate of returns on their investment from
marketing.
 Product development: Marketing also plays in an important in development of products
and services in organizations. In B2C context, marketing tends to identify the demands of
end users towards the products so as to make changes in existing products of organization
(Joshi, 2012). In B2B context, marketing will analyse the requirements of their retailers
who sell the products to end users. In this, ASDA sell their products directly to
consumers and have its own stores in different countries. Marketing managers will
identify the requirements of customers in order to make decision regarding price, place,
promotion and customers’ service.
 Communication: In Asda, the marketing also plays in an important role in identification
of an effective communication channels through which company will be able to provide
information about its new and existing products and services to large number of
customers. Marketing in organization is responsible for attracting the customers’ needs to
purchase the products. For example: customers may believe a company is dynamic and
creative based on its advertising message.
 Planning: It implies to development of plans to satisfy the requirements of customers.
Marketing functional unit makes plans to analyse and meet customer needs by forecasting
demands for its products and services (Wirtz,2012). They also make plans to remove the
impact of substitute products on sale of Asda in market. Marketing managers are
responsible to make an analysis of policies of competitors in market so as to differentiate
their products from consumers.
 Promotion: Selection of an effective ways to promotion of products and services is also
major responsibility of marketing function in order to meet the sales target. In Asda, there
are various methods of promotion have been used by managers to increase the popularity
of business and products among consumers such as newspaper advertisements,
discounts, digital video advertisements, celebrity endorsements, events, social media and
ecommerce etc.
 Selling: Marketing also plays an important role in identification of potential customers to
supports the sales departments in organization in meeting their targets. Marketing

managers organize various surveys to identify their target customers who are loyal
towards their products and services.
 Distribution: After the communication of information, it is also essential for marketing
managers to set up an effective products distribution network so that it can be easily
accessible to customers. In Asda, marketing managers are also responsible for
development and smooth regulation of products distribution across the countries.
There are various important concepts of marketing are classified in to five important concepts
like
 Production: This is usually depends upon consumer’s perception which determines that
consumers of Asda are inclined towards specific products which are available in good
quality and quantity in market at lowest prices. Thus, operational ability of Asda should
concentrate on raising the rate of production.
 Product: It stated that consumers purchase those products which have values against
money, quality as well as innovative approach (Malhotra, Birks and Wills).
 Selling: This concept is based on estimation that the mind set of customers towards
products get influenced through promotion. Consumers tend to focus on products and
services of Asda which are aggressively promoted in to market.
 Marketing: This concept mainly focuses on analysing and meeting the requirements of
consumers. In order to sustain in competition, Asda needs to provide better value of
products and services
 Societal: This concept of marketing mainly shows their concentration over values,
perception and needs of target consumers. If Asda wants that consumer will focus on
their brand as compared to rivals, they needs to satisfy customers requirements and
provides their products at lowest prices.
P2 how roles and responsibilities of marketing relate to the wider organizational context
Marketing is important business unit that encloses different roles and responsibilities
which are also related to the other functional units in organization. In Asda, Marketing functional
is interlinked with the other functional units that exists in enterprise and perform their functional
with an aim to achieve the organizational goals. Below given are important key roles that related
to wider organizational context such as:

 Setting objectives: Marketing plays an important role in setting business objectives by
making collaboration with different department in order to make coordination with each
other. In Asda, marketing managers takes feedback of all other department while setting
objectives that needs to be completed with specified time period.
 Production: It is essential for marketing to correlate with products or purchase
department in organization in order to provide them information about the products
(2013Hair and et.al. 2015). Both the department in ADSA, work together with an aim of
introducing products which are more profitable for organization and also meets the
requirements of customers. The marketing functions require accurate description from the
production department regarding the products and services of the organization to provide
a marketing plan. Marketing executives in organization provides to the executives about
the customers’ requirements and change requirement in price, quality and quantity.
Purchase department will also provide information to market department about the
availability of raw material or products to fulfil the requirements of customers.
 Finance: Marketing functions requires large economic resources for the planning,
research, evaluation and implementation of the important marketing strategies and
planning among the business enterprise (Babin and Zikmund, 2015). Responsibilities of
marketing relate with finance as it provides an overall estimate about the budget
requirement to finance department and also provides data about previous allocation of
budgets and expenditure.
 Human resource management: Literature has provided understanding that operations of
marketing departments are required to be communicated and considered by other
departments of Asda. For example: HR policies in enterprise are needs to be aligned with
the marketing departments in order to hire qualified employees and increasing the sales
of enterprise. Marketing departments has responsibilities to information about current and
future requirements of human resources in order to perform marketing activities. HR also
correlated with marketing to analyse the performance of existing employees in order to
fulfil requirements of employees such as monetary and non-monetary requirements.
 Research: In order to develop successful marketing plans and strategies, it is essential for
marketing to get information from research department in organization about the
requirements of customers (Wilson, 2014). Improvements which are required in

marketing strategies are also identified by market research functional unit to improve the
business functions. This aids the marketing to develop more effective strategies for
achievement of organizational objectives.
Thus, these marketing functions are interrelated with all other functional units of business
enterprise.
M1
Marketing management is analysed as framework based on planning and execution of
various different concepts of marketing. These important marketing concepts involve the
pricing, promotions, distribution and sales etc. that will actually use to compliment the target
customers ASDA. Below given are the roles and responsibilities of marketing in relation to
environment of marketing, which is provided by finance department
Market strategies: Important role of marketing manager in ASDA is formulating the strategies of
marketing and planning for business enterprise (Papasolomou and Melanthiou, 2012). Managers
in ASDA needs to analyse the requirements of company’s target consumers and provide their
goods and services accordingly. Formulation of effective marketing strategies by manager tends
to make balance between organizational goals and opportunities of market.
 Market information system: It is also important part of roles and responsibilities of
marketing. This information system is used by ASDA in order to gain information related
to various factors like new product, planning, and application, management of distinct
marketing policies and strategies. For example: In ASDA, MIS is used to depict the
information related the important logistics on actual time basis that supports the
distribution channels of ASDA to work effectively.
 Marketing research: Marketing research is analysed as important role of marketing. In
ASDA, market research is conducted by managers to gain specific knowledge about the
product, prices and consumers for determination of best products and services that
differentiates organization from its rivals.
 Segmentation: In present competitive and globalized business environment, MNCs
requires to make an accurate segmentation that has been provided by marketing (Hair Jr
and et.al, 2015). In this context, manager managers assist in identification of potential
consumers in large diversified markets along with promotion of products and services of
ASDA among them.

 Brand equity: In present scenario, customers always tend to be inclined over the brands
that delivers added value to some specific products and services. Therefore, marketing
function has developed a strong reputation and brand value of ASDA among its target
customers. It directs provides supports to enterprise in increasing its sales revenue.
M2
Marketing functional unit in ASDA also has its significant interrelationship with other
functional units. It encloses various distinctive business functions such as Advertising, finance
and distribution etc. There is major significance of interrelationship between marketing
department other functional units in organization. This can be explained as marketing functions
are needed to back up by the other operational departmental of the organization as well to
perform effectively. If an organization requires to plan and implementation a marketing plan,
then they require support of financial department of company, human resources, sales
department and production department (Hugos, 2018). It is essential for organization that all
functional units will contribute towards attainment of organizational goals. The main function of
marketing department is to raise the profitability by increasing the sales of Asda thus it can be
achieved with the participation of all the departments in Asda simultaneously. Finance
department in business enterprise provides an appropriate budget to marketing department for the
planning and implementation of marketing plan. Production functional unit will communicate
with the logistics or operations to fulfil the demand and supply of products. Policies of human
resource will be generated as per the market trends, sales and targets. This important information
also provides by marketing department to HR for effective regulation of business operations.
Market department also interrelates with research so as to take information about the present and
future requirements of customers. Thus, all the functional units of Asda correlate with each other
to achieve successful plan of marketing among the business enterprise.
D1
Key elements of marketing function and interrelationship with other functional unit.
Marketing function encloses various important and different type of functions such as
advertisement, distribution system and finance etc. The key elements of marketing functions are
explained below: Research: In business, market research plays an important role as it helps in getting
valuable information related to all the factors concerning business process. Despite of

marketing information, it also provides logistics, finance, raw materials, resources and
other business aspects that can only be achieved through research. Strategy: After collecting information, it is processes to judge the strengths and
weaknesses among the business operations. Further, processed data allowed creating
effective strategies that leads to achievement of objectives. Planning: Effective planning will be done to accomplished by marketing department to
apply the strategies in business operations for achievement of success.
 Tactics: The fourth key role of marketing function is tactics that involves short term plans
which have been implemented to attract the target customers.
As per the above analysis, marketing function of Asda is also interrelated with other functional
units that exist in organisation. This can be determined through example, marketing function
requires economic resources to implement their activities and plans. For this, they need to
correlated with finance department to pass the marketing budget. They also correlate with
human resource's department for getting qualified applicants in marketing. Thus, it can be said
that marketing functions interrelated with other department in Asda.
LO 2
P3 Compare the marketing Mix of two different types of organisations in the marketing planning
process.
Marketing mix is the essential tool in order to evaluate the actual performance and
company strategies in order to beat the customer needs and wants (Badrinath, 2016). Marketing
mix is the tool which helps customer to evaluate the company pricing policies, place etc. on the
other side it also helps to evaluate and helps company to determine the competitors marketing
mix. It assists company to compare with other competitors. Asda and Tesco both are the
competitors of each other’s. There is the comparison of the companies in order to measure the
difference through which company take corrective action plan.
Basis Tesco Asda
Product Mix Tesco provides large number
of product and services such as
good, clothing, electronics,
financial services etc. it full fill
Asda also provides variety of
services and products to
customers such as Fresh food,
grocery, clothing, home,

every possible needs and
wants of the customers (Lilly,
2014). Tesco has 40,000 or
product lines in their retail
industry (Marketing Mix of
TESCO, 2018). Along with
that, they provide different
variety of brands, regional
produce and international
cuisine food variety in their
retail stores.
leisure and entertainment
goods (Marketing Mix of
ASDA, 2018). Along with that
they provide best fresh good
services to the customer as
compare to Tesco company.
Price Mix Price is another mix of
marketing on which customer
buy a commodity. In terms of
price mix. Tesco adopt low
prices as possible without
reducing the quality services in
the market. It gives higher
services to the customer in
which they introduce itself in
the market. This approach
helps to make customer
satisfied and happy (Marketing
Mix of TESCO, 2018).
In terms of prices of product
and services (Marketing Mix
of ASDA, 2018). They provide
lower pricing strategies to grab
the customer attraction. They
commit their customers for a
hundred percent guarantee.
They also provide 10%
cheaper than Tesco. In
compare to price strategies
company. Asda prices must be
set on the basis of customer
preference.
Place Mix Place mix is the effective
marketing mix which connects
people with the company. Its
head quarter in Chestnut,
Hertfordshire and in England.
Its retail stores are spread in all
Like many other supermarket
retailers. Asda also provides
product and services across the
world (Marketing Mix of
ASDA, 2018). They try to
reach customers and their

over the world which helps
customers to reach to the
Company store (Malhotra,
2015). They open their stores
in different names such as
Tesco express, Tesco Extra,
Tesco metro etc. this is the
technique to grab the customer
attraction. Through which
company grab the customer
attraction.
satisfaction level. Asda having
large supermarkets, super
centres, Asda Living, Petrol
filling. They also provide
banks, hairdressers and dry
cleaners in their place. Asda
also open their larger stores in
order to reach the customer
attraction and satisfaction
approach.
Promotion Mix Promotion is the most
effective and productive
marketing mix which is
necessary for the company to
introduce about new product
and services. It helps to
enhance customer awareness
related to company services.
The biggest advantages of the
company are providing low
price products as compare to
other retail stores (Marketing
Mix of TESCO, 2018).
Besides, another promotion
tool is quality maintenance.
Which helps to company to
grab customer focus and
customer loyalty? Promotion
activities of the company built
the brand image in the market
In terms of promotions mix
company adopts promotional
activities by television,
newspaper, and social media in
order to connect customers
with company (Marketing Mix
of ASDA, 2018). Asda adopts
different types of promotional
activities in order to introduce
new effective product
marketing. This helps to beat
the other company in terms of
effecting product image.

in terms of enhancement
company goodwill and
stability. Another promotional
activity of the company is
supermarket chain in across
the world. It gives the effective
process of working.
Physical evidence Physical evidence is refers to
additional target which gives
additional market growth. In
terms of physical evidence. In
terms of other customer
service company maintained
the proper channel of product
and services in order to reduce
customer time and
inconvenience. Tesco also
provides extra service to
customers in terms of online
services.
The best physical evidence of
the company is customer
experience and customer
satisfaction (Marketing Mix of
ASDA, 2018). Asda physical
evidence are unlimited such as
stores, logo, website and
brochures.
People Mix Tesco great sales assistants are
great and responsible for sales
revenue (Marketing Mix of
TESCO, 2018). Company also
target their customers in all
types of customer level. It
helps to get the best effective
prices to attract customer.
In overall Asda working with
160,000 people. Company
provides on the job and off the
job opportunity for the
workers. In terms of
maintaining employee focus
company provides higher
wages and extra working
incentives.
Process Mix Process in terms of getting Processing is the activity

customer happy and satisfied
with the company services.
Customer can easily make
payments offline and online.
through which company get
the target completion
(Marketing Mix of ASDA,
2018). Like Asda company
receive products from
suppliers in order to maintain
the availability in the store.
M3
Asda Company achieves their objective and target with the help of adopting effective
marketing and strategic tools (Mishra, 2016). Company adopt better quality and business plan in
order to meet the company objectives and target. Adopt high quality management, employee
performance, technological strategies etc.
LO 3
P4 Produce and evaluate a basic marketing plan to meet marketing goals and objectives
Marketing plans are the effective process and tools in order to grab the company
objectives and goals (Mishra, 2016). In order to develop new product and Service Company
needs to make effective market plan to meet the objectives. Marketing plans are the effective
approach and objective to grab the customer and market focus. There are giving marketing plan
in order to meet the needs of customer focus.
Business objectives: it is the first step in terms of making marketing plan. In order to make the
effective plan company needs to make plan objectives and goals through which they get the
customer focus. In this first step of marketing plan, it includes Asda goals and objectives in terms
of fulfilling company goals and targets. Without making goals and objectives company could not
achieve the target plans. Business objectives must be according to the company plans and
achievements. Effective business objective can provide better opportunities to the company.
7P's: in order to make effective 7P's elements company needs to utilize resources in order
to make the effective tools and techniques of 7P's (Philip, 2014). Company needs to consider
Price, Product, promotion, physical evidence, people and processes. In order to accomplish the
target goals, it helps company to achieve the marketing plans effective and efficient. Marketing

mix helps company to set the effective planning and new ideas in order to meet the customer
needs and wants.
Product: Company can focus on making innovating products for its customers so that customer
can be easily influence to make purchase.
Price: Price of the product should be lower so that people can easily purchase without thinking
of their budget. Therefore, company can use penetration pricing strategy.
Distribution: In order to distribute the products ands services there are various retail store of the
company from where customer can easily make purchase. Along with this company also sale its
product online.
Communication: It is essential for company to communicate its products offer and discounts
through the help of social networking sites. On Facebook company can communicate
information related to new products.
Promotion: Company can focus on marketing their activities through social networking sites
which help them in targeting large number of customers. Along with this customer can put ads
on television so that sales can be increase
Place: They can sale product online and along with this store should be located where people can
easily visit.
Physical evidence: Store environment should be attractive that help in holding customer for
longer period of time.
People: All employees working in the firm are highly skilled which help in delivering innovative
products.
Process: Systematic process should be followed so that customers can easily get their product on
time.
Target Market: Target market is the most effective and essential tool of marketing plan
which helps to target the potential customers and their needs and wants. This helps to get the best
effective tools and techniques. Target market helps focussing on the core areas which company
needs to look upon. Through which can easily achieve their goals and objectives. Asda target
market customers are lower, middle and higher level of customers. They attract customers
through effective quality and variety of products in the stores. In order to grab the customer
focus on the products company needs to adopt marketing strategies to attract customers towards
the product and services towards the company. Target market gives helps to company in terms of

targeting market customers (Pike, 2015). On the other sides, marketing plan also need to analyse
the actual needs and wants of the buyers in terms of company. After determine the needs and
wants of the customers. Company make marketing plans accordingly.
SWOT
Strength
 Asda company has highly skilled
employees
 They make quality products and
services
Weakness
 Less use of advance technology
 High price of products and services
Opportunities
 Use of advance technology is the
opportunity
 To make innovate products and
services
Threats
 Large number of competitors
 Lack of availability in raw material
.
Budget
January February March April June July
Cash inflow 21000 24150 27772.5 31938.4 36729.1 42238.5
Cash outflow 17200 19264 21575.7 24164.8 27064.5 30312.3
Net cash inflow 3800 4886 6196.82 7773.61 9664.6 11926.2
Opening cash balance 2200 6000 10886 17082.8 24856.4 34521
Closing cash balance 6000 10886 17082.8 24856.4 34521 46447.3
Tactics:
In respect to marketing the products and services company can focus on using effective
marketing strategies such as sending promotional offer through Email. Along with this it can
post ads on Facebook and Twitter.
Monitoring and controlling: it is the last process of marketing plan in which company
implement all plans and planning in order to achieve the target market customers. In terms of
getting good results Asda make sure about the implementation of plan according to the needs. In
this process company review the plan in order to ensure the effective working. This helps to

achieve the target customers and objectives of company. Monitoring process should be according
to the marketing planning. This process helps to take corrective actions if it is needed in the
organisation. This makes effective work and effect full target (Stern and Porr, 2017).
M4
In order to ensure effective marketing plan, Asda needs to analyse some steps in order to
get the best effective results such as situational analysis, market intelligence, assessment,
research and reality check, test, expansion, refinement. These all major tools help to make more
relevant information regarding marketing plans. This helps to get the effective results to the
company objectives (Stern and Porr, 2017).
D2
Strategic marketing plan is the overall process to make productive business strategies to
achieve overall task revenue for the organization. To implement 7 p's in the marketing strategies
company needs to adopt strategic marketing plan business objectives, marketing priorities,
marketing goals, marketing strategy and key action. These are the strategic marketing plan
through company can easily get best marketing action in order to grab customer attraction.
CONCLUSION
In this report, it is analysed that marketing plays an important role in providing success to
ASDA in its business operations. Strategies are developed by managers to develop positive
public image of brand’s products and service through marketing. It tends to creates heath
competition within retail industry and organization. It is also realized that marketing functions
are totally interrelated with the other functional units in organization because they accountable
towards smooth regulation of business attainment of organizational objectives. Marketing plan
has provided information that organization needs to focus on providing new products and service
to customers with appropriate quality at lowest prices in order to meet their requirements. Asda
target market customers are lower, middle and higher level of customers.

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Online
Marketing Mix of TESCO, 2018. [Online]. Available through:
<https://www.marketing91.com/marketing-mix-tesco/>.
Marketing Mix of ASDA, 2018. [Online]. Available through:
<https://www.howandwhat.net/marketing-mix-asda-asda-marketing-mix/>