ASDA Marketing Plan: Strategies, Objectives, and Tactics

UNIT 2
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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
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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
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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
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