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

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.