Marketing Management of ASDA Stores Limited

MARKETING
MANAGEMENT

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION...........................................................................................................................2
MAIN BODY...................................................................................................................................2
Background information about ASDA company and industry it prevails..................................2
Marketing audit along with macro environmental analysis of ASDA stores limited.................3
Marketing mix of ASDA stores limited......................................................................................8
Actions and changes required in the marketing mix of the company to reduce its gap with its
external environment...................................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

EXECUTIVE SUMMARY
The marketing management is organisation discipline which focuses on practical
application of market orientation and management of firms. The marketing management of
ASDA stores has been highlighted in this report. The report has begun with laying a brief
background of ASDA and the industry it prevails. The report has also discussing about PESTLE
analysis which affects functionality of the company ASDA. Also, the marketing mix has been
highlighted in this report along with changes which has been analysed to required to make for
reducing the gap with their external environment has covered in this report.
1

INTRODUCTION
Marketing management is a discipline of organisation that focus on techniques, practical
application of orientation of marketing, methods inside organisation and management of
marketing of firms along with activities and resources (Berry, 2016). For better explanation of
marketing management ASDA stores limited will be taken. The ASDA stores is a British super
market company in UK. The company deals in general merchandise, grocery, mobile phone,
financial services,etc. The report will lay emphasis on background information of ASDA
company and the industry the company prevails. This report will also undertake a market audit
and overall marketing attractiveness. Also, the report will discuss macro environmental factors
which affects operations and functioning of the ASDA group. The marketing mix of ASDA
stores will also be highlighted in this report. The report will also cover changes which will be
required in marketing mix of ASDA stores to reduce gap with their external environment.
MAIN BODY
Background information about ASDA company and industry it prevails
ASDA stores limited is a super market company of Britain. The headquarters of company
is in West Yorkshire and Leads. The company was founded in 1949 by Fred Asquith, Perter and
Sir Noed Stockdate (Luca, Hibbert, and McDonald, 2016). The company trades in financial
services, general merchandise, insurance and also is Grocery. ASDA is the subsidiary company
of Walmart and main subsidiaries of ASDA are ASDA money, ASDA mobile, etc.
The company is dealing under industry of retail and the aim is to provide numerous
variety of goods along with services to their consumers through various distribution channel.
The ASDA stores limited uses advance technology in order to promote their products and
services in target market (Kamboj, and Rahman, 2015). The industry of retail provides products
& services by online websites, retail stores and by wholesalers as well as retailers.
Number of employees currently working in ASDA group are 165,000. Also 2018, the
company was one of the third largest chain of supermarket in UK. Now in 2019, the company
increment in their position from third to second. The company offers various services to their
customers like mobile phone, financial services, etc (Zahoor, and Qureshi, 2017).
The total no. of employees who work with ASDA are 165000. It is the s third largest
supermarket chain in UK after the TESCO and Sainsbury in 2018. But in 2019 they regain their
position and comes to the second position. It also offers the various services to their customer
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