ASDA Marketing Plan: Strategies, Objectives, and Tactics

This marketing plan focuses on ASDA supermarket and its strategies, objectives, and tactics to achieve business growth and sustainability. It includes a comparison of marketing mix elements between ASDA and Primark, evaluation of strategies applied by firms, and a detailed marketing plan for ASDA. The plan covers segmentation, targeting, positioning, and tactics used by ASDA to attract and retain customers.

UNIT 2
1

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Covered in PPT.......................................................................................................................3
TASK 2............................................................................................................................................3
Comparison between two different companies based on marketing mix elements................3
Evaluation of varied strategies applied by firms to achieve business objectives...................5
Marketing plan of ASDA.................................................................................................................6
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
2

INTRODUCTION
Marketing is one of the most essentials functions of a company; it provides several
benefits to organizations. It can be considering as important action of selling and promoting
specific product or service, including advertising and market research. It includes promoting and
delivering items to customers or other ventures. It plays vital role in context of business growth
as it helps to greatly raise brand awareness at global level. This assignment will be based on
ASDA supermarket, which falls under list of leading and most popular supermarkets in the UK.
This study will define comparison based on elements of 7Ps model apply by different companies
and will also examine several tactics applied by firms to achieve their business aims and
objectives. Furthermore, this report will explain basic marketing plan develop for chosen
company and marketing mix to achieve overall marketing objectives of firm.
TASK 1
Covered in PPT
TASK 2
Comparison between two different companies based on marketing mix elements
Marketing mix is one the most effective strategic frameworks that details tactics,
appropriate actions, strategies and initiative utilized by a business organisation such as ASDA, to
promote and advertise their produced items and services to the consumers, with this framework
consisting of 7 key elements called the 7Ps of the marketing mix. Here, comparison between
ASDA and Primark is based on marketing mix that can be applied:
Marketing
Mix Element
Asda Primark
Product Asda provides increased range of
diversified goods and products to the
customers in an effort to satisfy their
varied demands, needs, requirements and
preferences. Asda specialises in selling
general merchandisers, groceries and
household apparels to consumers, placing
great emphasis on the overall quality of
their manufactured products.
This firm also caters valuable range
of varied products to its consumers
within the retail industry of UK,
specialising in selling clothing and
home ware products to its
consumers. It places increased
focus on the design, fashion and
trends of the consumers and
industry while manufacturing its
3

products.
Price Asda operates by using the skimming
pricing strategy, under which the retail
business organisation sells its newly
introduced goods and products at high
prices, with the prices generally
decreasing as the product grows older
with time in order to generate optimum
levels of profit margins for the business
(AlJazzazen, 2019).
Primark operates on the
competitive pricing strategy, by
selling its manufactured goods and
products at highly competitive
prices within the retail industry of
UK, in order for their goods and
products to be increasingly
attractive, interesting and
affordable by their customers (Ülkü
and Hsuan, 2017).
Place Firm serve its consumers within the retail
industry of the United Kingdom, through
various physical retail establishments that
are located all across the home town. In
addition, Asda also services its
consumers through effective supply chain
management and logistics activities
(Singh, 2019). Channel management term
is widely utilized in sales marketing
parlance. It defined procedure where
ASDA develops different promotional
techniques and sales tactics to reach
biggest possible consumer base.
Contrastingly to Asda, Primark
exclusively services its retail
customers via physical outlets
establishments that are located at
the most popular destinations
within the UK, making it easy for
their customers to find and shop
with the retail business
organisation.
Promotion Asda invests significantly into its
marketing operations, with the marketers
of Asda using marketing tools belonging
to both traditional and digital marketing
channels such as billboards, newspapers,
magazines, radio and TV commercials,
social media platforms, smartphone
When compared to Asda, the
marketing operations of Primark
are relatively limited, with the
retail business organisation
choosing to only engage in
promoting and advertising its
manufactured products to the
4

applications etc., to effectively promote
and advertise their products to the
consumers within retail sector of UK.
consumers through popular
marketing tools such as online
websites, social media platforms
and TV, radio commercials.
Process The operational processes at Asda are
managed effectively by its leadership and
management, which enables the business
organisation to conduct its operations
successfully over a sustained period of
time in UK’s retail sector.
The operational processes of
Primark are also highly effectively,
with particular emphasis being
placed on its cooperation and
collaboration organisation wide, so
that the retail business is able to
conduct its operations successfully.
Physical
Evidence
Asda’s senior management place
increased emphasis on the overall venture
reputation, awareness and value metrics
that the retail business organisation
possesses within the retail sector of UK.
In addition, the leadership also
emphasises attractive layout and design
of its retail establishments in order to be
able to effectively attract consumers from
external markets.
With the overall budget of
organization being relatively
limited when compared to Asda, it
does not place comparative levels
of emphasis on the overall outlook,
design to its retail establishments
instead choosing to focus on
providing their customers with
optimum standards of customer
service.
People Asda possesses highly skilled, talented,
qualified and experienced employees
which enables the retail establishment to
conduct its varied operations successfully
within the retail sector of UK for the
increased productivity and profitability of
the business organisation.
Primark also possesses skilled,
talented and experienced
employees, but places increased
emphasis on its employees being
able to provide to the consumer’s
high levels of customer service so
that the retail business is able to
operate successfully.
5

Evaluation of varied strategies applied by firms to achieve business objectives
As discussed above, ASDA and Primark both are using many tactics and applied in
business context to achieve set goals and objectives, which is quite beneficial and helpful for
companies. For example, attractive and unique layout of supermarket gain attention of new
buyers as well as help company to show their physical present at all over the world. As compare
to ASDA, Primark is not able to do that, but they still adopt strategy which brings benefits for its
business like increase profitability and consumers base even better.
Marketing plan of ASDA
Marketing plan is report that outline strategies that company is planning to use in order to
influence maximum number of customers and earn more profitability. Marketing plans is used by
marketing manager of ASDA to take accurate decision about the way firm needs to cope up with
future threats or the way it can make the better utilization of available opportunities for growth
and sustainability of firm. Therefore, marketing plan of ASDA can be evaluated and analysis as
follows:
Marketing plan
ASDA is second largest British supermarket retailer that was established in 1949 having
stores in more than 630 locations and employees around 165000. ASDA mission is to become
one of the trusted retailer brand and helps people live better lifestyles by having products or
services at lowest rates possible for satisfaction of their needs (Quix, 2019). “ Save money and
live Better is the slogan of ASDA that helps in attracting large number of individuals to prefer
products of its as compared to other competitors in market.
Executive summary
ASDA is second largest British supermarket retailer that was established in 1949 having
stores in more than 630 locations and employees around 165000. ASDA mission is to become
one of the trusted retailer brand and helps people live better lifestyles by having products or
services at lowest rates possible for satisfaction of their needs (Quix, 2019). “Save money and
live Better is the slogan of ASDA that helps in attracting large number of individuals to prefer
products of its as compared to other competitors in market.
6

Situational Analysis
Marketing manager of ASDA have effectively conducted situational analysis before planning to
enter into new market in order to earn more profit margin and expand its business operations.
SWOT analysis is powerful tool that helps in analysis both internal and external factors that
impact on strategies and operations of business. Such as:
Strength
 Amazing marketing campaign and strategies are the biggest strength of ASDA that have
contributed in gaining competitive positioning in retail sectors of UK.
It also has varieties of products and services such as food, clothing, home appliances and
financial services that helps in better satisfaction of customer’s requirements (SWOT Analysis of
Asda, 2019).
Weakness
 Company have limited global presences that has hinder more growth and success of
enterprise.
 False advertisement such as “lower price on everything you buy” has adversely impacted
on brand image and reputation of firm.
Threat
Ever changing policies of government and consistent price cut by other competitors in market
have created threat for growth and sustainability of operation of ASDA for longer time frame.
Opportunities
 ASDA have opportunities to expand its business in new emerging countries through joint
venture in order to enhance its profitability.
It also has opportunities to increase its presence in online sites so that more younger generation
want to be part of firm.
7

Objectives
 To increase overall profitability and market share of firm by 15% till 2021.
 To build strong brand image in mind and heart of customer’s by providing them best
services.
 To increase online presences or investment in digital media to 10% of total profit earned
so that people can easily select products or services while staying at home.
 To launch organic food range by September, 2020 so that people can have healthy food at
reasonable rates and company can sustain its operation for longer time frame.
Strategy
There are several strategies which have been decided by marketing manager of ASDA in order
to attain its objectives such as it have effectively segmented or classified targeted and positioning
its brand image in market. So, that large number of individuals are motivated to be part of firm
for satisfaction of their requirements.
Segmentation: ASDA marketing manager have classified customers on basis of
demographical, geographical and psychological basis so that better strategies can be formulated
to influence them to make purchase for fulfilment of their desires. Such as people are segmented
on basis of their income level, population, place at that which they live or taste and preferences
or belief, values of particular individuals (Eyvrigh, 2016). Segmentation of people on all basis of
all criteria has helped in better understanding of their needs thus helps marketing manager in
deciding appropriate strategies that can yield maximum benefits.
Target: ASDA has one of the objectives to provide better qualitative products and
services at reasonable rates or high discounts rates so it has decided to target all people that
considered prices of products while selecting specific firm. Therefore, company have motivated
lower and middle income group people to make purchase of ASDA products in order to satisfy
their psychological needs.
8

Positioning: Marketing manager of firm have planned to make use of marketing
campaign or low prices strategy to positioning its brand image in minds and heart of individuals.
United kingdom is facing recession due to impact of Brexit so use of low pricing strategy have
contributed in increasing awareness and growth of organisation. Therefore, ASDA has
effectively positioned its reputation as to provide heavy discount to people than any other
competitors in retail sectors.
Tactics:
These are several steps or key measure that are undertaken by marketing manager to
attain objectives of company. ASDA marketing manager have make use of marketing mix
strategies in order to attract and retained maximum number of customer’s within organizations.
Therefore, marketing mix strategies used by ASDA to achieve its goals can be illustrated as
follows:
Products: Company have always emphasis on providing wide range of products and services to
customer’s so that needs of diverse individuals can be satisfied and company can attain
competitive advantages.
Price: Marketing manager of ASDA have offered discount prices to people that have motivated
and influenced to prefer ASDA products in comparison with other firms in retail sector of United
kingdom (Asda Marketing Mix (4Ps) Strategy, 2020).
Place: Company have its operations in more than 631 location at different parts of world with
number of highly dedicated, determined employees that are ready to work for growth and
success of firm. Online presence of ASDA products give ease and comfort to younger and adult
customer’s to make purchase while staying at home and offices. Thus, it saves their lot of time
and efforts and contributed in providing seamless experienced.
Promotion: Pricing is one of the effectively promotional strategies that is used by ASDA to
attract maximum number of people and enhance profitability of firm. Advertisement through
social media platform, television are some other method that are used by ASDA to promote
products and services to customers.
9

Physical distribution: It can be stated that ASDA have strong distribution channel, number of
warehouse that helps in keeping stock of various goods at particular place so that needs of people
can be fulfilled. Use of information technologies and home delivery services of ASDA have
helped in gaining customer’s satisfaction level.
People: There are various individuals in ASDA that are working cooperatively with each other
in order to achieve particular goals. ASDA have emphasis on retaining high talented,
experienced and knowledgable employees so that it is able to meet customer’s expectancy.
Process: Manager have specified roles and responsibilities that need to be completed by
particular individual thus it helps in reducing conflict and confusion and better cooperation
towards common goals (Casey, 2019). Therefore, systematic process have helped in quick
delivery of products and services to end customer’s and growth of firm.
Actions
Marketing manager in order to implement plan have decided appropriate system,
procedure and process that employees need to follow while performing their respective activities.
It has make modification in organization structure and have clearly stated roles, responsibilities
that need to be performed by specific individuals so that objectives of company can be achieved.
Control
It is the last steps that is planned by marketing manager in order to control and effectively
monitor each process so that better outcome can be yield and company can easily expand its
business. Information technologies is used by manager to monitor, evaluates and analysis
outcome that have been achieved from implementation of specific activities so that corrective
action can be taken within limited time frame and cost. Performance analysis and actual profit
earned by company during particular year are some of the basis on which marketing plan can be
controlled and monitored. Therefore, marketing manager by controlling activities and
performance of employees is able to delivered qualitative services to customers.
10

CONCLUSION
By summing up above discussion in context of ASDA, it has been concluded that ASDA
and Primark by using effective strategies achieving their objectives and aims. By using
marketing mix elements they both obtain benefits but in different manners. Furthermore, it has
been analysed that after making comparison based on marketing mix concept, marketing plan has
been developed that help ASDA to get desire outcomes.
11

REFERENCES
Book and Journals
AlJazzazen, S.A., 2019. New Product Pricing Strategy: Skimming Vs. Penetration.
In Proceedings of FIKUSZ Symposium for Young Researchers (pp. 1-9). Óbuda
University Keleti Károly Faculty of Economics.
Casey, R., 2019, April. External marketing. In BSAVA Congress Proceedings 2019 (pp. 298-
299). BSAVA Library.
Eyvrigh, G. M., 2016. A review of marketing strategies. Kuwait Chapter of the Arabian Journal
of Business and Management Review, 6(1). p.77.
Hollensen, S., 2018. Marketing-Strategie und Marketing-Mix. In Einführung in das Bildungs-und
Kulturmanagement (pp. 31-44). Ziel-Zentrum für interdisziplinäres erfarungsorientiertes
Lernen GmbH.
Quix, F., 2019. Retail marketing. Routledge.
Singh, R., 2019. Why do online grocery shoppers switch or stay? An exploratory analysis of
consumers’ response to online grocery shopping experience. International Journal of
Retail & Distribution Management.
Ülkü, M.A. and Hsuan, J., 2017. Towards sustainable consumption and production: Competitive
pricing of modular products for green consumers. Journal of cleaner Production. 142.
pp.4230-4242.
Online
Asda Marketing Mix (4Ps) Strategy. 2020. [Online]. Available
Through:<https://www.mbaskool.com/marketing-mix/services/17050-asda.html>.
SWOT Analysis of Asda. 2019. [Online]. Available
Through:<https://www.marketing91.com/swot-analysis-of-asda/>.
12