Strategic Marketing for Asda: Market Analysis, Campaign Goals, and Race Model

This document provides an in-depth analysis of Asda's strategic marketing approach, including market analysis, campaign goals, and the implementation of the Race Model. It explores how Asda differentiates itself from competitors and promotes sustainability. The document also discusses the company's market size, competitors, and stakeholder analysis. The campaign strategy focuses on reducing plastic usage and promoting customer reuse and refill containers. The Race Model is used to develop digital marketing and engage with online audiences. Multiple channels, such as websites, social media, and print media, are utilized for marketing penetration. A Gantt chart is provided to illustrate the project schedule for the digital campaign plan.

STRATEGIC MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
MAINBODY....................................................................................................................................4
LO1..................................................................................................................................................4
1. Market Analysis.......................................................................................................................4
LO2..................................................................................................................................................7
2. Campaign goal.........................................................................................................................7
3. Campaign strategy...................................................................................................................7
LO3..................................................................................................................................................8
4. Race Model..............................................................................................................................8
5. Marketing plan.........................................................................................................................9
6. Budget....................................................................................................................................11
LO4................................................................................................................................................11
7. Key Performance Indicator (KPI)..........................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Strategic marketing refers the procedure of organizing, designing, improving and
applying to receive competitive advantage from targeting market. The process of marketing
recognize strength of company which supports business to differentiate itself from other
competitors. It plays significant role in company as it assist to achieve mission of the company
by utilizing limiting resources effectively. Organization uses marketing strategy to lead
sustainable advantage in competitive market. There is an example of ASDA company which uses
marketing strategy to differentiate itself from competitors. It is a British supermarket retailer
company which is headquartered in Leeds, UK. The parent organization is Walmart. In this
report will cover market size and stakeholder analysis.
MAINBODY
LO1
1. Market Analysis
Market size: Asda is a supermarket retailer industry which is founded in 1949. It operates more
than 633 location in which 165,000 employee offers services to customers. The revenue of the
organization approx £21.666million and net operating income approx £791.7 million. The
subsidiaries of the Asda are Asda mobile, Asda money, Asda petrol, Asda supermarket etc.
market share of the Asda approx 15.3%. Organization offers varieties products such as Grocery,
general merchandize and financial services (Galati and et.al., 2017). Asda overtake Sainsbury's
for becoming the UK's second largest supermarket, between 2003 and 2014, organization
became second largest supermarket retailer company due to market share. Asda has given 30%
contribution in UK's grocery market share.
Competitors analysis: Asda comes in 2nd position after Tesco in term of market share.
Sainsbury, boots, Tesco and Morrisons are competitors of Asda. Tesco is ne of the biggest
competitor of Asda company. Tesco is British multinational, general merchandiser retailer
company which has market share approx 27.0%. Sainsbury plc is the third largest chain of
supermarket company which has market share contribution approx 15.3%. It is the nearest rival
of the Asda. Both companies retails same products in global market. Sainsbury gives big
challenge to Asda in term of grocery products. Tesco has vast global presence around the world
than comparison Asda (Josephson, Johnson and Mariadoss, 2016). Tesco and Sainsbury both has

high brand power in global along with various resources. Due to high market share Asda
overtakes Sainsbury and becomes second largest retailer industry.
Macro & Micro economic forces
Macro economic forces
To analyse market size and trend data use pestle analysis. It helps to examine and monitor
economic forces which gives impact on organization performance and their operation.
Political factor: Instability of government, employment law etc. are political factor. It
gives negative impact on organization because according to political norms' organization can
trade their product in limited countries. It gives impact on organization growth as result Asda
unable to promote brand value in different countries by retailing products to customers.
Economical factor: Foreign exchange rate, recession and inflation period etc. are
economical factor which gives positive impact on organization because it keeps foreign
exchange facilities for customers as result buying power of customers improves which alleviate
economical scale of the company.
Sociocultural factor: Demographical changes are sociocultural factor which gives
positive impact on company (Perera, 2017). For example people become health conscious that's
why they require healthy food which can improve their life cycle. On other hand organization
gets golden opportunity to give the value of the customers by executing sustainability trial store
campaign. It improves customer life by reducing pollution and keeps them free from disease.
Technological factor: New technology plays significant role in Asda company because it
offers online home delivery services to customers so that they don't have to come in store for
buying products. Organization offers own software app services to customers where they can buy
food and non-food item. Thus, organization improves their purchasing potential and retain them.
It gives negative impact s well because new technology requires experts for operating new
technology.
Legal factor: Employment and health protection law etc. are legal factor which gives
impact on organization. For example health protection law give positive impact on company
because it offers organic product for employees which is chemical free which is promoted by
government. Employment law gives negative impact on Asda because according to
governmental norms companies can't hire employee on law salary. It is beneficial for employee
but doesn't give positive impact on company because it can't hire large number of employee.

Environmental factor: Environmental protection law is economical factor where gets
positive impact on organization because it introduces new recycle packaging which can reuse.
This strategy promotes by government as well and improves customers loyalty on company.
Micro economic forces
Swot analysis
Strength: Asda is the second largest supermarket retailer company which has high brand
power in market. It has wide variety of products and their services such as food and non-food
item in which includes financial services. Walmart is parent organization of Asda which is
golden opportunity to promote business and penetration.
Weakness: It has limited global presence which is the biggest weakness of the
organization rather than competitors. It has limited resources for expanding business.
Opportunity: Organization gets opportunity to expand their business in pharmacies,
jewellery and photo department (Dixit, 2017). Asda has opportunity to go investment into
markets such as India, China etc. it supports organization to enhance brand value in various
market.
Threat: Tesco and Sainsbury are the biggest competitors of Asda. Organization has price
war with other retail chain which is also become big challenge for company.
Customer analysis:
Asda has main goal to provide the standard quality product to customers so that they get
the value of the money. That why organization focuses on customer and their requirement and
makes customer segment so that enables to meet each type of employees objectives. Based on
customer demand, offers wide variety of products such as groceries, fast food, fashion trend
services, financial services etc. the main goal of the customer segmentation to improve
purchasing power of them. Asda access on market by isolating their subsidiaries i.e. Asda
money, supermarket, Asda bank etc.
Stakeholder analysis: Asda is a British supermarket retailer company which offers wide variety
of products along with services. That's why organization has different type of stakeholders such
as customers, shareholder, employees, parent organization and government. Walmart is the main
shareholder of Asda. It helps organization to enhance business and market penetration. Even
Sainsbury also going to become shareholder of Asda. Company communicate with the
stakeholder by its own websites, social media and internet. Customers are main stakeholder for

the Asda that why it offers wide sources for communication and buying s. through the sources'
organization enable to offers wide variety products to customers. Asda uses print media,
newspaper etc. for market interaction.
LO2
2. Campaign goal
Asda is second largest supermarket retailer company in market which has main goal to
reduce plastic and promotes customer to reuse and refill container so that environment doesn't
pollute and enables to put pressure on Sainsbury's and Tesco. Organization uses this strategy to
gain customer trust and put pressure on supermarket (Thrassou, Vrontis and Bresciani, 2018). To
promote the strategy organization joins with UK's most powerful brand for introduction its own
first sustainability trial store in Leeds, England. Asda gives statement for reducing amount of
plastic uses since 2024. Organization allows shopper to give the feedback on their trials and
offers new idea which can improve strategic operation's practices. Through the strategy
organization wants to place pressure on supermarket companies.
3. Campaign strategy
Strategic goal of the organization:
To reduce plastic use Asda collaborates with UK's powerful brands so that they enable to
maintain plastic use and offers pollution and chemical free food item. To make it successful
organization gives “test and learn” facilities to shoppers where they can reuse plastic for food
item such as Coco Pops, rice krispies and uni liver's PG Tips tea. Beside 0f this organization
permits shoppers to give their feedback on strategy so that campaign can make more effective.
The main reason of the strategy to differentiate own brand from other recognizable brand. This
strategy makes Asda UK's first supermarket where shoppers can fill up their products such as
Asda's coffee, rice and pasts in their own brand containers.
Market opportunity
Asda is UK's second largest supermarket retailer company which offers wide variety
products to customers. The campaign strategy helps organization to promote the business in
other market like India, China. In these market organization can retail their products on wide
scale and improves brand power. Now days people become health conscious that's why they
require organic groceries which give positive impact on their health. Second Asda is the UK's

affordable market destination providing quality product. Government also promotes organization
campaign which enhance loyalty of customer on company.
Target audience
Customers and competitors are targeted audience for the organization in which customers
(majority of married living peoples) are main stakeholder for the Asda. It segments customers so
that enable to offer demanded products and retain them prolong time with company. This
campaign strategy enhance buying power of customers (Sahaf, 2019). Company offers
multichannel communication facilities to customers where they can interact and can buy product
according to their demand. Campaign strategy puts pressure on the Tesco, Sainsbury for the
plastic. It reduces customer attention on these companies.
General campaign messaging
The campaign message “ Asda launches first sustainability trial store in England,UK”.
Through the message organization information customers that they reduce plastic utilization by
modifying plastic into reusable plastic. Company also encourages customer to reuse and refill
food items in same container. It also offers “test and learn” facilities to shoppers where they can
try in different way and can give feedback so that campaign become more effective. Asda also
put pressure on the Tesco and Sainsbury's by the campaign message.
LO3
4.Race Model
It is strategic planning model which can employ for digital marketing and allows action
plan to makeover according to customer buying behaviour. Race model helps organization to
develop digital marketing and offers multiple channel for interaction so that capable to deal with
issues regarding approaching and targeting online audience and promotes them for online or
offline sale (Chernev, 2018). Asda implements this strategic model for developing digital
marketing and promotes multiple channel for communication to customers. The main goal,of the
framework to lead awareness about campaign to peoples and competitors.
Reach: The main role of reach phase is to build awareness of brand, products and their
services by digital platform, offline media so that enable to build traffic by various web presence
sites such as microsites, website and social media pages. Thus, Asda gives involvement in
different media for reaching large number of customers over the time.

Act: Act refers interaction which is second stage of race model. It boosts public
interaction on websites and social media for generating challenges for online marketer. Asda use
this interaction tool for keeping visitor's attention (David, David and David, 2017). Through the
interactive tool organization enable to measure campaign supports which influences decision-
making of Asda company. The second phase of race model helps organization to organize
digital, platform for campaign marketing. Asda also spends their more time on websites and
gives response on public shares, comment and likes.
Convert: it plays significant role in organization because it enables to convert marketing
mission into sales by both media online and offline. Asda offers e-commerce transaction
facilities where they can buy product and can do payment by online and offline channels. It gives
positive impact as result purchasing power of customer increases that directly generates revenue
and profit in company. This phase helps support organization to observe number of sales ratio by
both channel i.e. online, offline etc.
Engage: This phase assists Asda to build long term relation with first time customers in
term of build loyalty between company and customer as result organization enables to take
sustainable profit by retaining customers. Through the campaign strategy, organization enable to
establish loyalty among customers for the brand. Even organization allow customer for giving
the feedback o that enables to lead effectiveness in campaign strategy.
5. Marketing plan
(A) Multiple channels
Asda is British multinational retailer company which comes in second position as retailer
industry after Tesco. To make successful of campaign strategy organization applies various
media for communicate large number of peoples. It offers internet facilities in which includes
own websites, own software app, e-commerce transaction etc. so that large number of customers
can buy product in order to their preferences (Moutinho and Vargas-Sanchez, 2018). To
influence brand power uses social media in which includes Instagram, Facebook, Twitter,
LinkedIn, YouTube and Newsletter. Based on public like, comment and shares enables to
measure brand value. Newspaper, print medial etc. also uses by Asda for marketing penetration
and gives pressure on other competitors.
(B) Gantt chart

It is a bar chart which elaborates project schedule and tracks task performance in project.
Asda utilizes Gantt chart for carrying digital campaign plan in well-formed manner. In this chart
describes scheduled of social media for aware audience and competitors about mission of the
commercialism. This chart is applicable for four weeks which can maintain by monitoring on
daily basis.
First
Week
Monday Tuesday Wednesda
y
Thursda
y
Friday Saturda
y
Sunday
Facebook 8am to
10am
8am to
9pm
9pm to
10pm
11 pm to
1am
Twitter 11am to
12 am
8pm to
12pm
12pm to
2pm
Instagram 11am to
12 am
8pm to
12pm
12pm to
2pm
2am to
4pm
YouTube 2am to
4pm
11pm to
12pm
12 pm to
2am
LinkedIn 2am to
4pm
11pm to
12pm
10pm to
12pm
6pm to
8pm
Second
Week
Monday Tuesday Wednesda
y
Thursda
y
Friday Saturda
y
Sunday
Facebook 8am to
10am
8am to
9pm
9pm to
10pm
11 pm to
1am
Twitter 11am to
12 am
8pm to
12pm
12pm to
2pm
Instagram 11am to
12 am
8pm to
12pm
12pm to
2pm
2am to
4pm
YouTube 2am to
4pm
11pm to
12pm
12 pm to
2am
LinkedIn 2am to
4pm
11pm to
12pm
10pm to
12pm
6pm to
8pm
Third
Week
Monday Tuesday Wednesda
y
Thursda
y
Friday Saturda
y
Sunday
Facebook 8am to
10am
8am to
9pm
9pm to
10pm
11 pm to
1am
Twitter 11am to
12 am
8pm to
12pm
12pm to
2pm

Instagram 11am to
12 am
8pm to
12pm
12pm to
2pm
2am to
4pm
YouTube 2am to
4pm
11pm to
12pm
12 pm to
2am
LinkedIn 2am to
4pm
11pm to
12pm
10pm to
12pm
6pm to
8pm
Fourth
Week
Monday Tuesday Wednesda
y
Thursda
y
Friday Saturda
y
Sunday
Facebook 8am to
10am
8am to
9pm
9pm to
10pm
11 pm to
1am
Twitter 11am to
12 am
8pm to
12pm
12pm to
2pm
Instagram 11am to
12 am
8pm to
12pm
12pm to
2pm
2am to
4pm
YouTube 2am to
4pm
11pm to
12pm
12 pm to
2am
LinkedIn 2am to
4pm
11pm to
12pm
10pm to
12pm
6pm to
8pm
6. Budget
ACTIVITY AMOUNT
Market analysis £1600
Content creation £800
Social advertisement £1100
Social engagement £500
Software £700
Promotion £300
Total £5000
LO4
7. Key Performance Indicator (KPI)
KPIs assist organization to measure and lead new visitor for individual organization site
and yields success on social media marketing. There are various indicators which helps to

measure effectiveness of operation. Asda uses the KPIs for leading high success of campaign.
Indicators are-
Engagement: It is first area of social media where can measure effectiveness of operation.
Organization uses the first KPIs to observe effectiveness of strategic campaign. Organization
measures engagement by clicks, shares and comment of public on social media regrading
campaign. Thus type engagement of people show that how many people update for the post
which improves brand power of organization.
Reach: Asda can enable to reach new people and builds relationship with them by giving
response on their feedback and comments. Organization measures by followers, impression,
traffic data etc.
Customers: Asda enables to covert public into customers by improving their trust on brand.
Organization offers feedback facilities to customers where they can give comment on products
quality and their services (Banerjee, 2017). Beside of this organization allows customers to
suggest idea which can improve product services. Thu organization gives value to customers and
improves their buying potential.
CONCLUSION
Recommendation
 Asda can maintain their interaction continue with their audience if organization give
value to each segment customers. It can improve customer loyalty and improves trust of
audience. That why organization should give value to the customers.
 If organization uploads real information on social media regarding their operations can
improve audience interaction. Thus, organization can maintain followers like.
 Asda should spend more time on social sites and gives response on their concerns which
can lead effectiveness in audience for brand.
 The latest campaign strategy which is introduced by Asda for influencing customers and
audience trust on brand should maintain over the time. Thus, organization can maintain
continue engagement with customer on digital platform.

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