Marketing Management Assignment ASDA

Added on - 21 Feb 2021

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MARKETINGMANAGEMENT
Table of ContentsEXECUTIVE SUMMARY.............................................................................................................1INTRODUCTION...........................................................................................................................2MAIN BODY...................................................................................................................................2Background information about ASDA company and industry it prevails..................................2Marketing audit along with macro environmental analysis of ASDA stores limited.................3Marketing mix of ASDA stores limited......................................................................................8Actions and changes required in the marketing mix of the company to reduce its gap with itsexternal environment...................................................................................................................9CONCLUSION..............................................................................................................................11REFERENCES..............................................................................................................................12
EXECUTIVE SUMMARYThe marketing management is organisation discipline which focuses on practicalapplication of market orientation and management of firms. The marketing management ofASDA stores has been highlighted in this report. The report has begun with laying a briefbackground of ASDA and the industry it prevails. The report has also discussing about PESTLEanalysis which affects functionality of the company ASDA. Also, the marketing mix has beenhighlighted in this report along with changes which has been analysed to required to make forreducing the gap with their external environment has covered in this report.1
INTRODUCTIONMarketing management is a discipline of organisation that focus on techniques, practicalapplication of orientation of marketing, methods inside organisation and management ofmarketing of firms along with activities and resources(Berry, 2016). For better explanation ofmarketing management ASDA stores limited will be taken. The ASDA stores is a British supermarket company in UK. The company deals in general merchandise, grocery, mobile phone,financial services,etc. The report will lay emphasis on background information of ASDAcompany and the industry the company prevails. This report will also undertake a market auditand overall marketing attractiveness. Also, the report will discuss macro environmental factorswhich affects operations and functioning of the ASDA group. The marketing mix of ASDAstores will also be highlighted in this report. The report will also cover changes which will berequired in marketing mix of ASDA stores to reduce gap with their external environment.MAIN BODYBackground information about ASDA company and industry it prevailsASDA stores limited is a super market company of Britain. The headquarters of companyis in West Yorkshire and Leads. The company was founded in 1949 by Fred Asquith, Perter andSir Noed Stockdate(Luca, Hibbert, and McDonald, 2016). The company trades in financialservices, general merchandise, insurance and also is Grocery. ASDA is the subsidiary companyof 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 numerousvariety 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 andservices 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, thecompany was one of the third largest chain of supermarket in UK. Now in 2019, the companyincrement in their position from third to second. The company offers various services to theircustomers 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 largestsupermarket chain in UK after the TESCO and Sainsbury in 2018. But in 2019 they regain theirposition and comes to the second position. It also offers the various services to their customer2
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