Critical Evaluation: ASDA's Response to the COVID-19 Pandemic

This report provides a critical evaluation of ASDA's response to the COVID-19 pandemic. It begins with an introduction to ASDA, its organizational structure (hierarchical and tall), mission, and strategies (growth, low price, market segmentation, crisis management). The main body analyzes the challenges ASDA faced, including store closures, supply chain disruptions, and decreased sales, while also highlighting the successes in the grocery and pharmaceuticals sectors. The report also examines ASDA's reactions, such as offering hybrid work, providing financial assistance, and expanding home delivery services. Furthermore, the report suggests alternative strategies for future success, including various sales promotion techniques, market penetration, market disruption, and product diversification. The conclusion summarizes the key findings, and the recommendation section suggests additional strategies like team contributions, market research, and financial analysis to improve revenue and customer base. The report emphasizes the importance of employee training and event organization for business growth. The provided references include books and journals that support the analysis.

Critical evaluation of
an organisations
response during the
pandemic

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
RESULTS...............................................................................................................................3
The organisation structure ASDA follows.............................................................................3
Mission statement of ASDA...................................................................................................3
Organisational strategy of ASDA...........................................................................................4
The culture of ASDA..............................................................................................................4
DISCUSSION.........................................................................................................................4
Challenges faced by the organisation and how the firm react to the pandemic.....................4
An alternative strategy can be implement by the ASDA for future success..........................5
CONCLUSION................................................................................................................................6
RECOMMENDATION...................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
ASDA stands for Associate Dairies. The company was founded in 1960 at Yorkshire,
UK, headquarter in Leeds, England. It is the one of the largest supermarket in the UK. Initially,
the group was formed by farmers and expanded in south in 70s & 80s. It was founded by the
Asquith family- W.R. Asquith and a Peter & Fred(son's of W.R. Asquith) are the co-founder of
the ASDA. The company deals in the wide variety of products and services, food and apparels,
along with music, videos, books, superstore, supermarket, super-centres, ASDA living, petrol fill
station and now they are adding pharmacies, jewellery, optician and photo studio to their stores.
Further, the Walmart acquired ASDA in 1999 and more than million new customers were claim
by the company. The company is known for its two marketing campaign- ASDA price and
rollback campaign. It provides the range of financial services and other services at the
supermarket as well as online covering the whole UK.
MAIN BODY
RESULTS
The organisation structure ASDA follows
ASDA company follows a hierarchical organisation structure because they have a range
of employees performing their work in various departments of the company. Therefore, there
information has to pas through many people. The hierarchical structure is one in which there are
various level and the company is in organised structure. In this firm the decision is taken by the
senior members, at the top level in hierarchy & the manager plays an important role in the
organisation therefore, they follows an autocratic style of leadership. ASDA also has a tall
organizational structure, which has some advantages that helps the business in achieving its goals
and targets.
Mission statement of ASDA
The main mission of the ASDA is “to be Britain’s best-value retailer exceeding customer
needs always”. This is a long term objective of the firm and the firm is working on it to achieve
their goals.‘Saving you money every day’ isn’t a marketing slogan; it’s the single-minded focus
of everyone at ASDA. They encourage everyone to be open and honest. They work creatively

and collaboratively with each other, valuing everyone's input. They get on with things, they
make them happen. They believe in respecting each individual and treating their customers well.
Organisational strategy of ASDA
ASDA has formulated the growth strategy, making their product available for all so
extending the reach of product on online as well as at outlets too. They have examined that there
is a need to expand and innovate new commodity. ASDA has acquired Netto UK, Danish
discount supermarket and many more. The organisation's strategy is focused on the low price and
quality product. As of now, they have made a new digital platform which includes the news,
events and activities to get involved with them. It's a meeting place where people can ask the
question, give feedback and connect with the company. The company also uses market
segmentation strategy which allows it to approach targeted customers to make their product or
service available for them. The company follows strong crisis management. It enables the
company to have more skilled employees, minimize damage and restore business operations as
quickly as possible.
The culture of ASDA
The company's culture defines how the colleagues behave in the ASDA. This tells the
relation between employee and employer, the attitude towards each other and how the employee
treat the customer. The working culture of ASDA is very simple. Employees at ASDA are
treated very well and equally. Whatever be the position of seniors, they are down to earth and
adaptable. The company believes on providing the customer service to their customer and in
working with their honesty. In ASDA the main aim is to provide safety to the employee. A
company follows a transparency in the organisation(Ariyanti, 2020). The managers are focused
towards their employee, treat equally to each employee, give respect, provide opportunity to each
employee. The company's culture is made on the key point is to bring out the best true-selves to
work each day. At the company saving money and keeping low cost is part of a culture.
DISCUSSION
Challenges faced by the organisation and how the firm react to the pandemic
The challenges faced by the ASDA during COVID19 pandemic are as follows:
In the uncertainty of the pandemic, it was crucial to get key messages across and to
reinforce through repetition and reminder. The lock-down was there due to which the stores and

outlets were closed hence no sales were there. ASDA cancelled quarter of orders with clothing
suppliers. The company was suffering losses in other sectors too(Besser, Flett, and Zeigler-Hill,
2020).
Its sales fall by 9% in first quarter due to closing the stores and cancelling the
deals with the suppliers. On the other hand, the grocery and pharmaceuticals sector did not
possess loss. So the ASDA's grocery sector was open and they earn profit through online orders
and home delivery. The company has offered the hybrid mode job for the employees and provide
the full salary to some of the employees who are facing financial issues. During the post
pandemic issue the company recruit approx 23000 employees to feed the nation and provide the
job who lost during pandemic.
The company has started home delivery during the pandemic, supplying the food
essentials at door step and help the needy people by providing them food. They help financially
to the most of the people. They donated the food and other essentials to the weaker section
people. The company provided a shield to the people and rent free tenants so no financial
pressure(Besser, Flett, and Zeigler-Hill, 2020).
An alternative strategy can be implement by the ASDA for future success
The company should adopt different technique for sales promotion for growth of the
business. Such as low prices- buy one get one free, 50%discount offer to attract the customers
and to increase the sales. The company should do collaboration for promotion to grow the
business. If company can fulfil the customer needs then can can grow because customer plays a
major role in growth to company. The company can also use marketing strategies such as:
 Market Penetration: This strategy can be used by a company to grow its
business. It is a common strategy which allows a company to move beyond from its
existing customers. ASDA can use this strategy to enhance its sales. It allows the
company to identify new markets where its products can fit good(Saleh and Mujahiddin
2020).
 Market Disruption: It is used by the companies when they want to get dominant
over some of the existing companies by using some different ways or ideas for
marketing. ASDA can use this strategy by using a unique idea or plan, using something
innovative and by offering quality products at affordable prices.

 Product Diversification: This is the strategy of developing new products with new
features to the existing ones. ASDA can use this strategy to attract more customers by
adding more useful features as per the demand of customers(Wang, Pan, Liu and et. al.,
2020).
CONCLUSION
From the above report it is concluded that how ASDA is one of the largest supermarket in
the UK dealing in the wide variety of products and services. ASDA company follows a
hierarchical organisation structure with a wide range of employees in different field. The
company follows an autocratic style of leadership. The firm's mission is to become Britain’s
best-value retailer satisfying customer's needs. Its long term objective is to working on
overcoming such mission. ASDA have made a new digital platform which includes the news
events and activities in it. The company is also using market segmentation strategy which
enables it in approaching target customers to make product or service available for them. The
working culture of ASDA is very simple. All employees are equally treated there. There is a kind
of transparency in the organisation among the employees as they are also involved in decision-
making process. It faced many issues such as: difficulty in getting key messages across, its sales
fall by 9% in first quarter and others.
RECOMMENDATION
From the above analysis it is recommended that companies should use more strategies as
possible to increase sales, expand business and hence, the overall revenue. Some of the important
strategies can they use are: market development and disruption strategies. These two can be more
beneficial for any business who want to get successful in marketing and other areas also. Apart
from this company can also facilitate team contributions, conduct market research, eliminate
non essential processes, create budget, increase quality of product and analyse financial
statements. ASDA could generate more revenue if it regularly keep hiring talent and solving the
problems of the organisations. The company could organize events to gain the customer base and
popularity in the market. There should be better strategies for the achievement of the
organisational goals at time and for enhancing customer and increment in brand image. It is also
recommended that the company could put more efforts in the training of the employees or may
organize more training and development programs for the newly hired employees.

REFERENCES
Books and Journals
Ariyanti, A., 2020. EFL students’ challenges towards home learning policy during Covid-19
outbreak. IJELTAL (Indonesian Journal of English Language Teaching and Applied
Linguistics), 5(1), pp.167-175.
Besser, A., Flett, G.L. and Zeigler-Hill, V., 2020. Adaptability to a sudden transition to online
learning during the COVID-19 pandemic: Understanding the challenges for
students. Scholarship of Teaching and Learning in Psychology.
Saleh, A. and Mujahiddin, M., 2020. Challenges and Opportunities for Community
Empowerment Practices in Indonesia during the Covid-19 Pandemic through
Strengthening the Role of Higher Education. Budapest International Research and
Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 3(2), pp.1105-
1113.
Wang, Y., Pan, B., Liu, Y., Wilson, A., Ou, J. and Chen, R., 2020. Health care and mental health
challenges for transgender individuals during the COVID-19 pandemic. The Lancet
Diabetes & Endocrinology, 8(7), pp.564-565.
Wang, Y., Pan, B., Liu, Y., Wilson, A., Ou, J. and Chen, R., 2020. Health care and mental health
challenges for transgender individuals during the COVID-19 pandemic. The Lancet
Diabetes & Endocrinology, 8(7), pp.564-565.
Arifiati, N., Nurkhayati, E., Nurdiawati, E., Pamungkas, G., Adha, S., Purwanto, A., Julyanto,
O. and Azizi, E., 2020. University students online learning system during Covid-19
pandemic: Advantages, constraints and solutions. Systematic reviews in
pharmacy, 11(7).
Dunnagan, C.L. and Gallardo-Williams, M.T., 2020. Overcoming physical separation during
COVID-19 using virtual reality in organic chemistry laboratories. Journal of
Chemical Education, 97(9), pp.3060-3063.