Marketing, Sales and Negotiation Skills for ASDA: SWOT and Pestle Analysis, Marketing Mix, Reflection and Recommendations

This project discusses the impacts of SWOT analysis and Pestle analysis on the marketing environment of ASDA. It also analyzes the marketing mix of the company for its products and services. The project provides sales and negotiation skills which can be useful for marketing products and services.

Marketing, Sales and
Negotiation skills

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Swot and Pestle analysis..............................................................................................................3
Analysation of marketing mix.....................................................................................................6
Reflection.....................................................................................................................................9
Recommendations........................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is the activity which is undertaken by the company for promoting the buying
and selling of products. Selling is the process in which the company creates products for selling
them to the customers as the integrated part of the marketing process. ASDA is the organization
which has been chosen for this project. It is a British supermarket chain which is headquartered
in Leeds, England. The company was founded in 1949 by the family of Asquith as their retail
business along with Associated Dairies company. This organization has been listed in London
Stock Exchange Since 1999. Its industry of supermarket chain is full of competition in UK. The
role of marketing for ASDA is very essential as it helps the business to develop a brand image
which is helpful for the business to grow efficiently. In this project the impacts of SWOT
analysis and Pestle analysis on the marketing environment of ASDA has been discussed. In this
project the analysation marketing mix of the for the illustration of the marketing tactic of the
company for its products and services has been discussed. This project provides the sales and
negotiation skills which can be useful for the marketing products and services.
MAIN BODY
Swot and Pestle analysis
PESTEL Analysis
It is one of the significant technique that is helpful in accomplishing the relevant
information about the internal & external environment in turn factors affecting the operational
practices of business can be identified. ASDA is being international company get affected form
the several components which can be properly recognized by applying this approach which are
as follows:
Factor Impact
Political Political environment, Brexit, tax
policy, etc.
These are the factors that play role
of influencing ASDA practices as
prevailing political environment
highly affects the marketing
actions. Tax prevailing in market
as well affect the promotional

activities, so that e complying
with these requirements become
important.
Economic Pay levels, cost of credit,
competitive pressure, GDP,
interest rate, etc.
ASDA as being international
organization need to attention on
conducting marketing activities
which can get affected from the
employment, interest rate, etc
(PESTLE Analysis of ASDA,
2022). These can affect both
positively & negatively so that
taking relevant course of action
to get higher profitability.
Social Culture norms & beliefs, changing
customer trends & preferences and
attitude
There are number of social
factors that affect the marketing
practices as its main objective to
influence people positively in turn
having higher profitability,
sustainability, etc can become
possible. The social aspects that is
affecting the functioning of
ASDA involves changing
demand of consumers, attitude,
etc in both manner so involving
these factors in decision-making
is crucial.
Technological Super fast broad brand, mobile
apps, up gradation of technology,
emergence of digital practices, etc
In the current era, coordinating
with changing up gradation of
technology to employees become
important to offer effective

marketing practices. Emergence
of digital marketing is positively
affecting ASDA to meet
organizational objectives such as
higher profitability, greater
market share, etc.
Environmental Carbon footprint, hazardous waste,
declination of pollution and access
to particular raw material
ASDA need to focus on these
factors through ensuing ethical
conducting of strategy that
permits business to receive
positive impact on operational &
promotional action to attract
customers.
Legal Consumer, labor, employment, tax,
ethical practices, etc.
ASDA need to focus on these
laws to ensure that proper ethical
action of marketing, fair
remuneration, compliance with
social corporate responsibilities,
tax, etc can positively affect
business.
SWOT analysis
Strengths
 There are number of strengthening
areas which helps firm to execute
its operational practices in accurate
manner (SWOT Analysis of ASDA,
2022).
 The one of the significant strength
Weaknesses
 There are certain lacking parts of ASDA
which are required to be emphasized in
order to make improvements in turn
higher sustainability can be obtained.
 The limitations of firm are false
advertising, e frequent fluctuation of

is huge range of products, excellent
marketing campaigns, and greater
qualified employees.
products prices, restricted business entry
and limited feedback mechanism is
affecting smooth functioning of
business.
Opportunities
 There are various opportunities
which can be grabbed by ASDA
to have higher ability to overcome
prevailing competition.
 The opportunities which can be
received by ASDA includes
expansion intone markets &
domain, emergence of digital
platform, etc.
Threats
 Risks which can be faced by firm
includes fluctuation of price, increased
number of competitors, government
changing policies
Analysation of marketing mix
This organization has been able to understand the marketing tactic with the help of
discussing the marketing mix. The marketing mix consists of the 7 Ps which are as follows,
Marketing
Tactical
Tools
Current Strategy Marketing tool
Product The products of this organization are very
diverse in nature and are expanded in the terms
of groceries that include all types of food
products like, Drinks, Frozen Foods, Bakery,
Household, Laundry and beauty and health
products. This company also has clothing as its
products which consists of all the trending
Display Advertising and
Social Media.

elements of the business (Nencheva, 2021).
The footwear of this organization are also very
famous for its quality and prices. ASDA also
deals with mobile phone network which also
includes its money transactions that includes
car insurance, credit cards and business
rewards.
Price The price of products for this organization is
considered to be very reasonable which is the
reason why the business has achieved success.
For this organization a certain type of target
customers have been taken into consideration
for positioning its prices accordingly (FERNIE,
2018). This product has been able to successful
make profit from its operations due to the
impacts of target customers which are able to
create high sales volume for its customers.
Digital Marketing, search
Engine Optimization
Promotion ASDA has always found success in the ways in
which it believes the aggressiveness of the
marketing policy. This company has
successfully adapted to its policy with the help
of creating eye-catching commercials which
are advertised in newspapers, television,
leaflets and billboards (Marketing mix of
ASDA, 2018). It also utilized the social media
channels for creating a positive brand equity
which is a part of its promotional strategy. This
allows the company to gain competitive
advantage in a very competitive environment.
Social media marketing
Place It is the company has been able to show
effectiveness in the merger place of marketing
Commercial advertising

which allows the organization to develop its
rapid expansion plan that is able to include the
stores for almost every part of the UK. This
organization has also developed merger which
has influenced the emphasis that is regarding
the average store that is considered to be 20%
more than its competitors. It has different types
of store formats which is the reason for its
success. Along with this the company also
utilize online operations for influencing the
online competition.
People The marketing mix of this company focuses the
target market which prefers to shop offline via
supermarket. It has different types of products
for targeting the different segment of the
customers. It is important for the company in
the development of the effective strategy that
helps the business to achieve individual
practices (Osei and et.al., 2018).
Email marketing
Process The marketing process of this company for its
products is on the basis of the target market
which it has for its different products. It can be
said that the business is able to analyse the
growth of the business which is regarding the
practices which helps the business in
developing new practices which are related to
the operations of the business. It is also very
important for the business to bring
effectiveness in the application of the
management practices.
Packaging/ Through the packaging practices of this Print Advertising

Physical
Evidence
organization it is very important for the
business to make sure that the business is able
to influence its marketing through deigns and
promotional messages on the packaging (El-
Gohary, 2020.). Effective packaging of the
business is able to increase the customer
relations with its products and also improve the
performance of the company. Through
packaging the organization is able to bring
innovation in its products which helps it for
marketing practices.
Reflection
In my experience while working as the sales executive at ASDA stores I was able to
develop different skills. This organization has been able to interact with the customers which
helped me in developing essential communication practices and skills. Development of
communication was the essential feature of me to improve my effectiveness in the organizational
growth. Due to enhancement in the communications skills I was effectively able to grow my
negotiation skills which allowed the business to develop its prospective towards the having a
business mind. These experiences turned to be very important for the development of the product
knowledge. This organization has lots of different products which are considered to be very
effective for the foundation of the sales pitches. It is also very important for the organization to
be more active in listening and also being able to build strong relations which can bring effective
communication. It was very effective practice that allowed me to improve my relations with the
customers which came into the supermarket.
Recommendations
Marketing Tactical Tools Recommendations
Product This organization needs to bring new products into the market

which are on the basis of the latest trends. It can be done with
the help of some markets research through surveys and
customer feedbacks (HR and Aithal, 2020).
Price The pricing strategy for this company should be very cost
effective such that it can gain competitive advantage in this
market.
Promotion Utilization of new technologies like AI into other technologies
can be very strong way of improving promotions.
Place Social media Platforms which are trending needs to be
considered for developing the effective marketing practices.
People It is important for the company to recognize their target market
for which they are developing their marketing services for
better effectiveness.
Process The process of marketing can be improved by the business with
the help of new digital marketing models which would bring
efficiency in its practices (Mejia, Gopal and Trusov, 2020).
Physical evidence The utilization of the resources of the company is going to be
very important for the business to bring success in the
company.
CONCLUSION
From this project it can be concluded that the marketing practices of ASDA is very
effective for the company and has the chance of developing the growth of the organization. In
this project the factors which affect the marketing has been analysed with the help of Pestle and
Swot analysis. This project has also been able to discuss the marketing mix of the organization in
detail. A reflection on the ways in which the was able to learn from my experience of marketing
has been provided.

REFERENCES
Books and Journals
El-Gohary, H., 2020. Coronavirus and Halal Tourism and Hospitality Industry: Is It a Journey to
the Unknown?. Sustainability. 12(21). p.9260.
FERNIE, J., 2018. Relationships the supply chain in 02. Logistics and Retail Management:
Emerging Issues and New Challenges in the Retail Supply Chain, p.35.
HR, G. and Aithal, P. S., 2020. Integrated Marketing Mix Framework for Baby Care Retailing in
India. International Journal of Applied Engineering and Management Letters
(IJAEML). 4(1). pp.191-218.
Mejia, J., Gopal, A. and Trusov, M., 2020. Deal or No Deal? Online Deals, Retailer
Heterogeneity, and Brand Evaluations in a Competitive Environment. Information
Systems Research. 31(4). pp.1087-1106.
Nencheva, V. H., 2021. The Christmas Period Around the World-An Excellent Moment for
Dayketing Strategies. Delhi Business Review. 22(2). pp.31-38.
Osei, C., and et.al., 2018. Developing and deploying marketing agility in an emerging economy:
the case of Blue Skies. International Marketing Review.
Online
Marketing mix of ASDA, 2018[Online]. Available through:
<https://www.marketing91.com/marketing-mix-of-asda/>
PESTLE Analysis of ASDA. 2022. [Online]. Available through: <https://howandwhat.net/pestel-
analysis-of-asda/>
SWOT Analysis of ASDA. 2022. [Online]. Available through:
<https://www.marketing91.com/swot-analysis-of-asda/>