Strategic Marketing Report: ASDA's Australian Market Entry Strategies

This report provides a comprehensive strategic marketing analysis for ASDA's planned entry into the Australian market with its organic product line. It begins with an executive summary and table of contents, then delves into the adaptation and standardization of the marketing mix, emphasizing the importance of balancing standardized elements with adaptations for the Australian market. The report explores the CBBE (Customer-Based Brand Equity) model, detailing brand identity, meaning, response, and resonance. It also examines communication mix and models, including advertising, public relations, and personal selling, highlighting their importance in reaching target customers. The report further discusses the measurement of success, including sales targets, market share, and return on investment. Finally, it concludes with recommendations and a summary of the strategic marketing functions and concepts, emphasizing the importance of adapting to the local market and effectively measuring performance.

Strategic marketing

Executive summary
The summary of the report is significantly put light on strategic marketing under which
various functions of marketing demonstrator that needs to be consider while making plan of
launching new product into Australian market. Also, the report identified effective modes of
communication to reach large number of customers by measuring companies potential.

Table of Contents
Executive summary..........................................................................................................................2
INTRODUCTION ..........................................................................................................................4
MAIN BODY...................................................................................................................................4
TASK ..............................................................................................................................................4
Adaptation and standardisation of marketing mix......................................................................4
CBBE model...............................................................................................................................5
Communication mix and models................................................................................................6
Measurement of success..............................................................................................................8
CONCLUSION................................................................................................................................8
REFRENCES...................................................................................................................................9
Books and Journal.......................................................................................................................9

INTRODUCTION
An organisation desires for globalisation which include new or existing product
establishment into new market. Strategic management is required to set appropriate plan and
strategies that is necessary for making the product successful and take advantage of
opportunities arriving into new market. In this report, ASDA preparing for locating into
Australian market with new organic products in reasonable price with superior quality.
Therefore, it is required to understand about the factors of marketing at would help them in easy
expansion and promotion. For that purpose, the presentation is going to show different models
of communication and brand relations. Also, success will be measure through effective ways.
MAIN BODY
TASK
Adaptation and standardisation of marketing mix
In order to enter into intentional market, adaptation and standardisation needs to be analyse by
organisation for marketing mix. It describes the choice of strategy that needs to be adapt for
promoting and regulating new products successfully. The terms standardised and adaptation
needs to be maintain equally as these both define factors of marketing mix. The terms
standardised is based on huge level to expend marketing mix whereas, adaptation is required to
be balanced with different culture and region. Hence, strategic approach is require to take
decision for setting global marketing elements. Marketing mix basic gives elements of product,
place, price and promotion which are equally significant of adopt or standardised. Asda needs to
undertake effective decision regarding selection of each segments in order to enter into
Australia market. There are discussion about elements of marketing mix:
Product: An organisation product is the most valuable thing that require much influence
on its quality and quantity. The product could get standardised easily as it is based on customers
demand and preferences which is mainly common into globe. People follow ongoing trends into
market which only differences as per region and culture. Asda could setup organic product
into Australian market, as the people are concerned about their health into existing as well as
foreign market.
Price: it is also nan important factor of marketing mix. Price is the mount buyers are
ready to pay for companies products if it is reasonable and worth taking. So that, it needs to be

set by undertaking important factors into consideration. Asda needs to take standardised pricing
strategies under which price are set by market forces and contains less risk factor. Asda will
continues to offer and buy on the set prices which does not lowers down the profits.
Promotion: promotion includes advertising, sales, marketing, public relations, direct an
indirect marketing. Organisation need to decide which promotional tool must be effective as per
different countries culture and people preference. It must be standardised and adopt. Taking
standardisation policy, the promotion will regulate into whole wide world with the same
message. So that, Asda must use standardisation of promotion that would be effective to use one
way for all into minimum cost.
Place: This factor depended on the size and location in which companies operates their
business. It defines various channels of distribution through shops, outlets, online stores,
websites and more. The place must be approachable and convenient for the targeted customers.
The channels are adopted into international market due to different elements, export and import
procedure and difference in currency. Asda needs adopt effective distribution channels by way
of Internet and websites that will gain more customers by launching products as per demand of
Australian market.
CBBE model
The CBBE I.e. customer based brand equity model is significant for the company to
make their brand strong and recognisable. It influence on brand value, people beliefs and opinion
based on perception for connecting with companies brand. It eradicate how people make its
positive and negative thoughts while seeing the brand into market. Their response is necessary
to know significant aspect of this model that consist brand identity, brand meaning, brand
response and Brand resonance.
Brand identity: The company gets identifies and recognize by its unique brand name and
identity that is must to create comparisons with others. This brand reflect a unique selling point
of the company that attract customers. ASDA is already well settled brand into UK market that is
going to further elaborate into Australian market with organic product. The product must be
incredible and consist unique elements for usefulness that customers approach back towards
same brand name.

Brand meaning: Brand meaning reflect on the value and demand the company is fulfil into
market. The brand is established for meeting the needs of customers demand and their
expectations. It defines on the basis of performance and image company regulate with their
operation. Asda needs to be effective and proficient in fulfilling what customer want by
undertaking their feedbacks, opinion and work on the basis of physiological and social factors so
that, people will set a positive image of the company.
Brand response: this element of brand defines customers response over a new product into
market. People are judgemental and make their decision with the first impression. So that, brand
needs to perfect in quality, quantity, and superiority in order to be far from failure. Response
could be in any form or on any basis such as insufficient needs, unique aspect,, trustworthiness
and much more.
Brand resonance: this factor is the most desirable and difficult to attain for brands. As it is the
situation which people share a unique bond and connection with the company that no one could
break into market. Asda must work with all the above brand pyramid factors effectively in order
to reach on this level. The company attain huge success if brand get resonance power into
Australian market.
Communication mix and models
Communication is the most significant process that companies needs to be perform effectively.
Connecting with customers lead to provide number of benefits in new or existing market.
Majorly concerned about new market, companies faces many challenges in making conversation
with their target customers through which they lack in understanding what potential customers
wants expect form the brand. Therefore, IMC integrated marketing communication provide
justified factors for delivering messages and make communication with each other. This IMC
works on human centric approach under which, organisation operations and perform only after
knowing customers perceptions which is solved by IMC. In order to launch a new product into
market, customers play important role for profitability of ASDA as their success and failure into
large new market is depended upon how brand position itself into Australia. These are the
common challenges Asda would face while entering into Australian market. So that, the
company must adopt IMC approaches which undertake loyalty, outside in approach, inside out
approach and customer perceptions. Through these approaches, Asda would come to know about
how valuable is to make communication with customer to know what they really want, does their

product go well into market, what changes they expect from the company. Getting answers of
these question will be beneficial for Asda to make reliable improvement and stand successfully
into new market. As communication is the most required key for success of companies when the
audience are part of their business. Many Large firms includes various communication channels
but make sure to use the most effective one into large market. These channels could be
advertising, social media, public relations, campaigns and many more.
Effective marketing communication method:
Advertising: In order to launch a new product into market, it is obvious that customers will not
get aware about the product without it will not arrive at large level. Advertising is most
beneficial method for describe products features, price meaningful into large market. It is a
way of paid promotion. Paying higher value leads to result in attracting customers to use
companies product and make their contribution by showing loyalty and strut towards the brand.
ASDA use advertising method in their existing countries and now they required to opt
advertising strategies into Australian market by putting good level of investment.
Public relations: ASDA must work on building public relations with community, institution and
public groups. These relation would help them in getting support for the branding and promoting
nee product. In new market of Australia, it would be difficult to get support but by making
contacts and giving good strategies will attract public and investors which will get keen to
support the company.
Personal selling: another effective marketing tool of promotion is personal selling that include
methods of sales which must be effective to distribute the products successfully. it consist lot of
efforts towards making highest sales with the help of E-commerce. Online sites are being the
best way which engage large number of people towards making the product render. Asda needs
to operate their online platforms available into Australian market specially for organic products
categories.
Measurement of success
An organisation must see how well they performed into market as compare to past and
present situations. Success needs to measure to check where is the need for improvement and
what are the main strong pint of ASDA. There are ways to get measure on he baits of different
essential factors that are important to be maintained for the company. Measuring gives potential
content on which company needs to work more for achieving success into new market. It is

beneficial or ASDA to identify how much they attain sales by involving strategies of marketing.
Is there any need for opting different methods and requirement for more investment. at initial
level, Asda will work on minimum investment criteria so hat no loss would get suffer, after
measuring success they will get clear intuition on is the investment was reliable for them or not.
Sales targets: ASDA aims for getting sales up to 20% on their organic product into Australian
market. This will be based on dependence of physiological, demographical factors of the
company by making possible efforts in fulfilling customer demand. The sales needs to be
measure on monthly basis so that improvement will be made at initial phase of new product
development.
Market share: gaining sales targets and aching market share are both reliable to survive into
new market environment. ASDA in need to capture 50& of Australian market so that, more of
customer get attract and prefer to make organic substance their priority.
Return on investment: investment could be include in terms of monetary or intangible asses
which will provide future benefits into market. ASDA make the investment on land , labour,
promotions and other factors that needs to be return back in favour of company.
Recommendations:
An evaluation on standardisation and adoption of marketing mix has identifies the
important factors on which Asda formulate their strategies for product, price, promotion and
place into Australian market. Standardisation is effective for deciding product and price as it has
global reach and similarities into parent and foreign country. Whereas, price and promotion will
be vary as per different locations. Into Australian market, Asda must use price decided by
market forces and make promotion by analysing the most suitable channels by adopting
strategies.
CONCLUSION
The above report has concluded the relevance area on strategic marketing. It involves
various function and concept of marketing mic that is place, price, promotion and place. In
which, factors of price and promotion needs to be adopt on the basis of location an size of firm.
Moreover, the company must adopt various communication tool to make ware about new
product into market so that, success would reflect and profitability get enhance. Measuring
success is the last but the most important function that an organisation must follow. This is
necessary to undertake improvisation.

REFRENCES
Books and Journal
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Lehtinen, N., 2017. Strategic Marketing Analysis: Case: DNA Plc.
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Development and Competitiveness, 11(2), pp.27-38.
DeTienne, K. B. and DeTienne, D. H., 2017. Neural networks in strategic marketing: exploring
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