Analysis of Customer Value and Value Proposition in Modern Organizations: A Case Study of Asda

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

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Executive Summary
The report is based on the analysis of customer value and value proposition related concepts
with respect to the modern organizations. The importance of these concepts for the modern
organizations has been analysed in the report in detail. The organization that has been taken
into consideration for this analysis is Asda. The ways by which Asda aims at providing value
to the customers has been discussed in the report. The use of the website of Asda in providing
effective customer value is also a major part of the repot. Recommendations are provided
based on the ways by which Asda can improve its operations and levels of value that are
provided to the customers as well.

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Table of Contents
Introduction....................................................................................................................3
Customer value...............................................................................................................3
Value proposition...........................................................................................................5
Description of why the concepts are critical to a firm’s financial success....................5
Ways by which UK supermarkets deliver value............................................................7
Ways by which supermarket delivers value to me.........................................................8
One customer segment at my supermarket and the value it seeks...............................10
Ways by which value is communicated via my supermarket’s website......................11
Recommendations........................................................................................................11
References....................................................................................................................13

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Introduction
The analysis that will be made in the report will be based on relationships that have
been developed by different organizations with the customers. Proper development of value
that can be provided to the customers is a major part of the analysis that is to be made in the
report. Value proposition and its importance to the organization will be analysed in the report
based on the impact that it has on the customers. The company or supermarket that has been
selected for the analysis related to customer value and value proposition is Asda (Agrawal,
Kaushik & Rahman, 2015).
Asda is a British supermarket that is headquartered in Leeds, West Yorkshire. The
organization was established in the year 1949 with the merger of the supermarkets that were
owned by two families. The organization expanded its operations in the southern part of
England in the 1970s and 1980s (Asda.com. 2019). Asda had acquired Allied Carpets and
Gateway Supermarkets during this time period on order to improve its supermarket based
operations in the United Kingdom. Asda has gained the position of the second biggest
supermarket based chain in the world between the years 2003 and 2014 (Asda.com. 2019).
The structure of the report will be developed based on the explanations that are
provided related to value proposition and customer value and the role that is played by these
factors in the financial success of different organizations. The value that is provided by Asda
to a particular customer will also be a major part of the analysis that is to be made in the
report. The recommendation will be provided related to changes which will be made in value
offering methods that are applied by an organization (Anker et al., 2015).
Customer value
As discussed by Andreassen et al. (2018), the incremental and effective benefits that
can be derived by consumers of a particular organization with the proper consumption of