Ethical Business Practices

Marketing Communication

Table of Contents
Part A...............................................................................................................................................3
Ways to maintain the ethical behavior in an organization...........................................................3
Executive summary.....................................................................................................................3
Company Overview.....................................................................................................................4
Current Marketing situation analysis:..........................................................................................4
Marketing Objective....................................................................................................................5
Strategy and Segmentation..........................................................................................................5
Tactics and Action.......................................................................................................................6
Budget..........................................................................................................................................7
Control.........................................................................................................................................7
Conclusion...................................................................................................................................7
Part B...............................................................................................................................................8
REFERENCES..............................................................................................................................10

Part A
Ways to maintain the ethical behavior in an organization.
In simple terms, Business ethics is the application of moral and ethical norms in carrying
out the business. Every organization needs to design moral principle, standards and code of
conduct that employees and the workforce are expected to follow while dealing with clients and
customers (Castronovo and Huang, 2012). But many companies do not practically follow this
code of ethics and the researcher has named some of the organization which is least ethical as
Asda, Lidl, Morrison. Researcher has chosen Asda to understand the ethical climate of this
company and recommend the ways to improve it. The ethics has a wide scope, it is involved in
each and every segment. In law related aspect, the firm needs to follow law in true letter and
spirit. The motivations for being compliant is do right things out of fear of being caught rather
than desire to abide by law. This helps the company to go beyond the expectation. The company
should also its ethical practices in Finance as they should not adopt window dressing and
misleading financial analysis in accounting. The Asda should not indulge in Related party
transaction which is not at arm’s length prices. The top management of Asda mostly indulge in
Bribery and over billing of expenses that should be prohibited in an organization to create
positive ethical environment.
The ethics also covers Human Resource in its ambit. The Human Resource department
should ensure that they should not indulge in discriminatory practices and give each employee
equal and fair treatment (Parente and Strausbaugh-Hutchinson 2014). In order to manage all
these business code of conduct. Firm needs to conduct training session where they will educate
and teach each person working for Asda regarding the ethical practices adopted by company and
consequences of violation of these code of conduct. They will design the ethics committee that
will make ensure that no person in the firm is working against the firm’s code of practice and
review the policies, mission, goals and objective and then the data analysis is verified by an
independent party. The final report is then submitted to top management executives.
Executive summary
The integral area of marketing communication is advertising, direct marketing, sales and
promotions whose aim is to long lasting impact of company on its customer. In the technological
world, Internet plays crucial role in marketing communication tools as it helps to create
alternative methods of interaction such as online marketing, social media, database marketing . It

helps to create strong bond between the marketers and other stakeholders. The present report
have undertaken Asda, which is a british supermarket retailer which is part of the walmart group
in UK (Luxton, Reid and Mavondo, 2015). The present report discusses about the analysis of the
current marketing situation and design the strategy to attain marketing objective. It evaluates
different terms of marketing as Segmentation, Targeting and Positioning. This deport analyse the
determination of budget and establish monitoring and controlling system.
Company Overview
Asda holds renowned position in the UK grocery retailing market. The firm occupies the
leading position in the Clothing market with the George clothing brand. Asda is looking forward
to expand its business in the General Merchandise sector (Thorson and Moore, 2013). The
organization have large number of stores that makes the firm crucial part of communities of UK.
Sam Walton. Founder of Wal-Mart established the “the basic beliefs” as his company’s credo
that gives that reason to exist and develops the spirit of motivation among the employees. They
are Respect for the Individual, Service to our customers, Strive for excellence. It forms the part
of designing code of conduct for creating positive ethics climate. The firm needs to follow this
principles to create strong relationship with stakeholders.
Current Marketing situation analysis:
The marketing department of Asda needs to conduct current market situational analysis
before designing marketing objectives and strategies for making it a successful plan. The current
marketing situation analysis of Asda is as given below:
 Political factors: The marketing department needs to consider the trading and taxation
policies imposed by government. If the legislature have announced the increase in taxes
then the purchasing power of the customer then the firm needs to cut its marketing cost.
Nowadays Government is concerned about the health issues of the population (Blakeman,
2014). It has created political pressure and has result in the creation of new legislation
such as Alcohol Pricing reforms and Leveson investigation for supermarkets. These
factors directly and indirectly affects the job supplies, environment diversity and
planning. Thus, in order to survive in this competitive market, the firm needs to fulfil the
standards of a fairer, healthier, ethical and sustainable business practices.
 Economic factors: From the recent study, It has been found that since 2010, the big
discounters as Waitros, Aldi, Lidl have occupied 3.5% market share. In the end of