Assignment on Marketing Management - Desklib

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Marketing Management
Table of ContentsEXECUTIVE SUMMARY............................................................................................................1INTRODUCTION...........................................................................................................................1TASK 1 : BACKGROUND STATEMENT...................................................................................1TASK 2 : MARKETING AUDIT AND OUTLINED MARKET ATTRACTIVENESS..............2TASK 3 : COMPETITOR ANALYSIS OF THREE MAIN INDUSTRY PLAYERS...................6TASK 4 : MARKETING MIX.......................................................................................................8CONCLUSION.............................................................................................................................10REFERENCES..............................................................................................................................11
EXECUTIVE SUMMARYThe main subject of this report is marketing management, which is a most important partor function in every business or organisation. In this context, ASDA company is taken intoconsideration, the assignment determined various tools, methods and strategies used by theorganization to promote its products and services to a large audience effectively. Variouscompetitors such as Unilever, Sainsbury and Tesco are also analysed in the following report. Theassignment determined thatMarketing Mix is extremely basic and simple approach in themarketing capacity of an organization, It alludes to the correct situation of the correct componentat ideal time and at the correct cost. For this purpose marketing mix of ASDA is also included inthe report.1
INTRODUCTIONMarketing management is an important essential part of each and every business witheffective strategies that can assist in increasing performance and profitability. Marketingactivities are responsible to promote products and services in order to attract more and morecustomers.The present report is in context to ASDA, one of the largest food retailers within UnitedKingdom. The company sells a wide range of products, food items and apparel; it also identifiesASDA's position within market along with a brief marketing audit. The report will also analysethree main competitors of the industry along with various marketing artistes used by anorganisation to sustain position in the market.TASK 1 : BACKGROUND STATEMENTASDA's mission is to be the best-valued retailer in Britain that satisfies needs of thecustomers every day. It is a private limited company headquartered at Leeds; it shares a commonbusiness culture with its parent company Walmart. The organization was established in the year1965 when the supermarket Asquith family merged with associated diaries company ofYorkshire owned by ASDA.The cited organisation expanded in South of England during19870's and 1980's and acquired Allied carpets; it has 61 large Gateway supermarkets and otherbusinesses. It became a subsidiary of the American retail giant Walmart after a£6.7 billiontakeover in 1999 and it was the second largest supermarket chain in 2003 – 2014 on the basis ofmarket share.ASDA Supermarkets was another division established in the year 2009 and initially therewere only 26 small-scale supermarkets and currently, it is operating around 400 stores all aroundthe world. The organization has more than 1, 60, 000 employees working in various stores andsegments of the company. Presently, ASDA is the second largest retail chain in the country(Mason and et.al,2017).The history started in the 1920's, when the Asquith family owned a butchers shop atKnottingley, West Yorkshire. There were two brothers in the family, Peter and Fred who tookover the business as founders of ASDA. At the same time, another company known as CravenDiaries Ltd was established with the support of West riding dairy farmers. In the year 1965, boththe companies merged in order to establish associated Diaries and Farms Stores Ltd.
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