Marketing Management: Strategies and Tactics for Competitive Growth

This document discusses the strategies and tactics of marketing management for competitive growth in the retail industry, using Asda as a case study. It covers STP strategy, marketing mix strategy, relationship marketing strategy, and provides recommendations for future growth.

Marketing Management

Table of Content
INTRODUCTION................................................................................................................................3
STP strategy.....................................................................................................................................3
Marketing mix strategy....................................................................................................................5
Relationship marketing strategy with emphasis on their current tactics.........................................7
Recommendations............................................................................................................................9
CONCLUSION .................................................................................................................................10
REFRENCES .....................................................................................................................................11

INTRODUCTION
Marketing management is process of planning, execution of concepts in products and
services, pricing and promotions within varied ideas and execution of changes which satisfy
customer’s preferences. Today’s competitive retail industry is growing with high scale
competencies, where new trends are shaping wider diverse customer market preferences. For this
report, Asda has been taken as company case scenario for in depth analysis of marketing role in
dynamic competitive growth. The study will be analysing STP marketing strategies, where
customers target market are functionally operatively understood for bringing on new range of
innovation. Further report will also research towards marketing mix strategies, which enhance
business brand value effectively for potential strength development. Report will also further
develop focus on customer relationship marketing strategy, to yield on higher fundamental brand
value among goodwill horizons and strategic tactics used by company. Study on further analysis
will expand research on recommendations towards new innovations which company can focus on,
higher attractive customer’s interactive platforms.
STP strategy
STP marketing strategy stands for segmentation, targeting and positioning aspect which
gives on constant innovation push towards fundamental scope parameters. STP application brings
on fundamental push towards attracting right customers target market, which enhances productive
marketing pace horizons within wider horizons. ASDA by heading on STP strategy further brings
on competent efficacy towards fundamental aspects for achieving new range of innovative business
designs for wide scale marketing. STP strengthens brand value and permissively enables diversified
fundamental scale operatives on enhanced functional domains, which bring on leveraged scope for
competent innovation.
 Segmentation: The market segmentation defines in detail how business divides customers
and demographics into smaller definite groups based on features, preferences among
products and also larger revenue targets. Segmentation of marketing means splitting market
into sections for representing customer needs and wants based on varied scale demands,

functional scale innovation. People looking for groceries and daily need products can be
segmented based on varied aspects where behavioural segmentation is used, for competitive
scale marketing further among products and services. Segmentation is done by strategic
investments done on basis of fundamental scale diversity parameters, bringing on keen
efficacy aspects which enhances competitive market presence in longer scale scenarios.
Segmentation increases growth rate in profits, increased market share and provides adequate
direction for facilitating informative marketing selection among strategies which will boost
fundamental scale operatives towards untapped goals. Asda by using best segmentation
marketing strategies functionally will be able to expand towards untapped horizons actively,
synchronise quest goals actively.
 Targeting: Second step of target marketing is niche specific marketing which is not based on
products but are customers oriented which enables to identify potential customers for
purchasing specific product. Differentiated marketing is used by Asda, which creates
fundamental scale operatives among different market segments which targets further in
particular way. ASDA aims to bring on best innovative products and services range,
providing unique benefits and in various horizons, which further increases sales
informatively towards diverse paradigms. Targeting plays crucial role as second step after
segmentation for keeping up with best quality benchmarks, potentially indulging towards
best diverse marketing paradigms. ASDA by using best targeting strategies for bringing on
customers interaction strongly, will be able to bring on best quest aspects demanded among
competitive retail industry where innovative business designs are formulated. Differentiated
marketing needs strategic investments and higher costs among company business goals,
where planned and executed innovation in marketing adds to brand value.
 Positioning: This is last step in marketing processes where to bring on positioning market
arenas and products stands towards competitive market place horizons, where innovative
price strategies further plays enriching role to position brand actively. Positioning creates
fundamental diverse role in niche marketing paradigms for evolving unique place among
competent domains. The positioning market strategies bring on best fundamental scale
operatives towards dynamic retail industry, where to yield on diverse scope towards
functional marketing has been identified as main scenario. ASDA also provides customers
varied range of competitive market strength opportunities, for bringing on advanced scale
attractive new pricing strategies. The logistics and distribution costs benchmarks plays
significant role for categorizing new advanced price strategies fundamentally, which further
shapes competitive strength in brand value. ASDA within retail industry aims to position

brand products and services, for excelling towards new range of customer target markets and
for heading on towards competent scale diversity horizons.
The above analysed aspects of STP enable in depth focus towards pertaining stronger focus on latest
affirmative fundamental space, which further synchronises more fundamental scale operatives
towards planned marketing management. STP strategies further add to brand value on goodwill
horizons, potentially determines new quest operational scope for keeping up with benchmarks.
Marketing mix strategy
The marketing strategies with 7ps plays crucial role for technical innovative business
strategical growth, by bringing on best products and services functionally, and to expand on
untapped customer market. Marketing mix strategies identify diverse parameters for fundamental
scale operatives, bringing on best competencies shaped up actively and also to keep up effective
diverse scope. Customer’s interaction should be done on basis of latest marketing expertise
demands, varying preferences and new scale operative focus towards diverse horizons for keeping
up informative pace within longer goodwill. Asda as one of the oldest UK retail company has
varied scope for investing towards advanced marketing mix strategies, bring on fundamental scale
diversity towards functional scenarios which will indulge brand value to competently rise (The E-
Commerce Marketing Mix: 8 Principles (infographic), 2021).
 Place: ASDA sells products through marketing channels where direct selling to customers
through stores bring on intensive business growth operationally for keeping up with supply
chain demands. The place factor of Asda has further scope to enrich digital shopping
experience by creating online platforms for customers. Also the timely deliveries of products
and services functionally enhance viable connectivity towards untapped goodwill horizon,
synchronises strength in place factor.
 Price: Consideration of price factor plays crucial role in bringing on best strategies among
products and services, for yielding focus towards advanced scale operative’s prices for
imperative scale operatives. ASDA uses optional product pricing strategy for certain
products in marketing objectives which are cheaper as compared with other retail companies
in UK industry (Li, Larimore and Leonida, 2021). Price plays significant role to bring on
harnessing impact on goodwill horizons, and to yield on strategic innovation for productive
varied efficacy which increases customer’s engagement also actively.
 Product: Asda product mix under marketing mix strategy is diversified as brand offers
quality products range within groceries and household goods, which are being marketed
with best competitive structure effectively. The products mix has further scope to be

innovative, customer preference oriented and also generate fundamental scale diversity in
longer time frame. The product mix specifically gives on rise to competent functional
efficacy profoundly, where Asda further investments need to develop strategic innovation
informatively.
 Physical evidence: Asda sells products in innovative packaging at all stores, which creates
specific range of goals which creates further scope for stronger advancement in bringing on
dynamic marketing shift. Online websites, commercial fundamental scale operatives are also
further factors where physical evidence based marketing brings on push to dynamic
customer market reach. This factor also brings on focus towards sanitation facilities,
advanced scale determinants which enhances customers shopping experience also
fundamentally.
 Promotion: The promotion strategies used within marketing strategies of ASDA include
multimedia channels for promotional aspects of products and services, where this has
beneficial impact towards reaching on wider sections among audiences. There is further
scope for digital promotion, by using online and social media advertising where commercial
expertise should be processed on. This will increase brand value awareness for brand within
customers, where analysis of improved online traffic should be there which will enhance
promotional competencies. Digital promotion will bring on further consistent fundamental
scope to yield adherence towards functional scope parameters, which upscale brand
promotion actively towards untapped customer market.
 People: The stores have skilled, trained staff members where all employees are well
professional with high scale commercial acumen, towards attaining operative goals where
people factor is also positively shaping business connectivity. Human resources should be
also talented and informatively trained with high scale commercialisation experience for
serving customers based on specific requirements. People factor in marketing mix has high
scope for keeping up with brand value benchmarks, enhancing operational quest goals
which further serves dynamic scale operatives (The Marketing Mix – Is It Still Relevant
Today?, 2020).
 Process: Asda procedures of manufacturing varied range of innovative products, services
has been further moving towards productive scale procedures by investments coming on
towards productive designs and machinery equipment’s. The brand has been also excelling
competitive scale procedures by divergent functional domains, where dynamic retail
industry brings on varied surging pace for commercial growth functional domains.
The above analysed marketing mix has analysed in depth focus on Asda marketing strategies for

further competitive retail industry positioning, higher level advanced surging pace towards larger
revenue targets (Hair Jr and Sestet, 2021).
Relationship marketing strategy with emphasis on their current tactics
The relationship marketing strategy can be understood as main aspect which fosters
customer loyalty actively, enriches stronger customer’s services by providing them with detailed
information actively. This also comes in as main aspect where needs, interests and by using
promotion with open communication aspect developed towards technical parameters functionally.
Relationship marketing puts specific focus on emphasizing close relationships with customers,
which further creates engagement developed on bringing effective brand value effectively towards
innovative business designs. The relationship marketing strategies take best approaches for shaping
advanced functional domains, where Asda has further scope to invest in bringing best customer
relationship management (Positioning: Relationship Marketing Strategies for Customer Retention,
2021).
The current business tactics under customer relationship management can be analysed as
follows:
 Keeping accuracy check in lines of communication: Customers satisfaction is focused on
by keeping accurate focus adhered on strengthening lines of communication within
departments and also to pertain informative focus towards diverse domains (Islam and et.al,
2021). Asda keeps fundamental focus on maintaining innovative business trained
efficiencies among departments, by bringing on best aspects to shape motivation further.
The customer relationship management is accurately focused on by gaining regular
feedbacks, wider competent focus developed on transacting new innovative business
positioning
 Training and promoting effective staff members: Asda also invests in training and
promoting effective staff members within teams, where best ideologies which strengthen
innovation brings on profound impact. Customer’s feedbacks are immediately handled,
where brand employees and teams handling various relationship management aspects are
acknowledged to be crucial. There is also strong focus developed towards online shopping
portals which will keep up focus on bringing dynamic strengthened innovation, bring on
scope for imperative growth towards goodwill horizons (Battisti, 2019).
 E-mail marketing tools usage: Asda aims to keep in touch with customers by heading focus
on digital tools and innovative marketing, for further keen procedures focus towards
bringing rise in their shopping experience. Email marketing strengthens productive edge

marketing by bringing on best platforms engagement within diverse domains, where it is
fatly moving ahead towards serving seamless high scale innovative marketing. This brings
on rise in goodwill and revenue targets actively, to yield on advanced focus towards
operational growth parameters which sinks in with consistent diversity demands. There are
loyalty programs also conducted to keep fundamental check on digital media marketing,
using best models which further brings on varied scope
Asda current tactics:
Asda has doubled online operations during Covid-19 pandemic with online grocery sales
doubling within latest scenarios where, aim is focused on expanding delivery capacity
informatively. Investments done by Asda have been also competently growing in recent horizons,
where logistics services are processed on with best sources and to keep large scale focus towards
untapped paradigms (Asda puts its focus firmly on the customer, 2019).Asda latest plans with
consistent customer relationship management has been constantly growing towards varied horizons,
where 14.5% share of market in UK is operatively owned by brand.
 Retailer brand being one of the largest grocer in UK aims to keep up quality standards of
products and services effectively high for higher customer’s services management, which
develops stringent connectivity towards untapped domains. UK grocery retail industry is
demandingly growing towards digital networks and online portals for strengthening
corporate strength goodwill, and idealistically forming diverse scope horizons.
 Asda also currently heads on strategic focus on operatively expanding on bringing new
range of efficacy aspects in marketing among products and services by heading towards best
digital marketing presence (Curtis and Mont,2020). There are stores and online platforms
widely available which enriches new communicative goals among stakeholder’s
commitments to serve customers high scale services.
 Asda at present also focuses on bringing best marketing commercial expertise to bring on
productive diversity towards untapped horizons, where higher level innovation has been
developing presence to serve customers expectations. There is also evolvement developed
toward imperative expansion among untapped aspects for consistent growth towards
fundamental scale operative growth, which raises brand goodwill. Brand hires large range
of marketing technicians for effective diversified promotions, keen productive scale growth
in untapped domains and also to fundamentally explore new technical strengths
(Broekhuizen, Broekhuis and Wieringa, 2020).

Recommendations
There are various new recommendations which can be analysed basis on future performance
goals, higher competitive retail industry marketing standards and wide scale functional scope for
evolving towards untapped benchmarks. Asda for heading towards diverse dynamic new scale
horizons, for gaining competent scope where investments done on projects have to be optimistically
analysed. Further digital marketing needs to be implemented strategically for dynamic growth,
products and services competencies effectively and for yielding competent focus towards
relationship marketing management horizons. This can be also analysed as widely crucial for
strengthening brand value, imperatively expanding on fundamental arenas and also to keep up
quality growth significantly (Chaudhuri, 2021).
 Invest in the right ERP and CRM technology: Enterprise resource planning and customer
relationships management suits work growth goals to further explore customer’s services
effectively. Through investments developed in ERP and CRM, support staff can see
customers purchase history and varied range of products preferences which enable issues to
be resolved accurately. The implementation of these tools will further enhance company
fundamental targets and cloud based solutions bring on rise in versatility tool factors which
bring on diverse scope for wider profitable returns. Both technologies are critically essential
in fast pacing world, where Asda by heading focus towards functional advancement will be
able to evolve on future targets. Digital monitoring of brand value enriches functional scope
for strengthening innovation and diverse parameters, which brings on diverse domains
growth towards untapped aspects. Today’s fast pacing technological world, there is
affirmative demand to bring on best strategic marketing management goals and also expand
towards functional domains in commercial expertise (10 Trends in Digital Marketing in
2020, 2020).
 Boost your loyalty and customer referral programs: There should be advanced focus
developed on boosting loyalty programmes and constant focus worked on within customer’s
referrals which boosts brand value effectively. This can be understood with dynamic
changes engulfed within customers brand engagement, efficacy parameters heading on focus
towards technical innovation. Asda also has fundamental scope in digital marketing
management, where technical usage of best engagement goals bring on diverse rise towards
untapped scenarios among diverse marketing reach. The customer loyalty programs also
comes in as most essential aspect which brings on sink towards best referral initiatives,
which brings on push to brand value on fundamental domains actively (Lu, 2021).
 Higher strategic investments planning: ASDA needs to also further expand investments on

building best trained effective teams and professionals, which enable to correlate with
further future customer engagement goals competitively. There shall be communication
done through channels that best suits all preferences among customers, where it
informatively brings on diverse scope for keeping up with constant motivation. This can be
also analysed as widely crucial aspect shaping consistent competition factor among
marketing management, on which ASDA has diverse scope (de Lacerta. and Jamil, 2021).
Relationship management has been identified as one of the most crucial aspect shaping
competent focus towards advanced scale goals, higher range of customer brand goodwill.
Investments in ASDA management structure scenarios are functionally crucial for technical
innovation and rapid affirmative marketing standards to keep up quality structure active.
 Promoting engagement with content marketing: This factor can be analysed as highly in
demands and shaping effective diverse scope for consistent growth in online services among
digital platforms. Usage of content marketing generates wider scale brand value actively,
towards company services performance and to deliver constant productive growth. There is
also affirmative diverse scope attained by using best digital marketing tools yielding
competencies, where leveraging higher content has crucial role to yearn focus on untapped
parameters which also brings on dynamic push. Web marketing and content development
also come in as one of the key strength, yielding on competent focus towards functional
domains imperatively shaping competencies effectively. The web based marketing also fuels
on competent innovation innovation (Chaffey, Edmundson-Bird and Hemphill, 2019).
The above discussed aspects within advanced scale digital marketing will further bring on
competent innovation in marketing standards and competencies among wide spread connective
business goals. Asda by heading towards new scale digital marketing expertise, will be able to yield
on strategic advancement towards diverse domains connectivity. Supply chain management cycle
will be also synchronised towards imperative focus towards untapped market arenas, higher keen
standards development among diverse domains which can be understood as widely essential (5
Ways to Stand Out From Your Competitors, 2020).
◦
CONCLUSION
From the above analysed report it can be concluded that marketing management plays wide
scale profound role in bringing on dynamic horizons within products and services in Asda.
Marketing management is competently growing on varied horizons where advanced scale goals and
operative innovation demands new scale efficiencies actively. The report concluded retail brand

uses behavioural segmentation, differentiated targeting strategies and innovative price positioning
for boiling STP strategies. Further study has concluded marketing mix 7 PS analysis, where Asda
has further scope to invest on bringing new innovative verities and also enhance diverse market
reach. Report also concluded importance of relationship marketing strategy as widely productive
horizon, where investments of company are heading towards bringing new range of innovation.
Further, study has concluded recommendations such as investment in right ERP and CRM
technologies, boosting loyalty and customer referral programs and investments in content marketing
which will fuel up higher level of digital brand value.

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