ASDA: Business Overview and Customer Strategies Report

This report provides an overview of ASDA, a major British supermarket and retailer. It begins with an introduction to ASDA's founding, mission, and vision, followed by a detailed examination of its product and service offerings, including supercenters, superstores, ASDA Living, and the George fashion segment. The main body of the report focuses on ASDA's strategies for enhancing customer satisfaction, such as emphasizing product quality, conducting market research, creating loyalty schemes, and analyzing competitor strategies. The report concludes by summarizing the key findings and reiterating the importance of effective strategies for attracting and retaining customers. References include books, journals, and online sources.

ASDA

Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
ASDA is a large chain of British supermarket and retailer which was founded by JW
Hindell and Noel Stockdale. The company was founded in the year 1949 and is headquartered in
Leeds in UK. This company was founded when the Asquith family merged their retail business
with the Associated Diaries Company in Yorkshire. Further after that the company expanded in
the South England at the time of 1970 and 1980. The company is also listed in the London stock
exchange until 1999 at the time when it was acquired by the American retail giant which is
Walmart. Bsdies the supermarket the company also provides many different types of product and
services to the consumer all over the globe.
MAIN BODY
Mission and vision of organization
Mission- the mission of the company is to Britain’s best value retailer and meeting the
consumer need always.
Vision- the vision of the company is to provide customer satisfaction by using quality
product and services and focus on pleasant living environment.
Product and services being provided by the company
ASDA provides for more than 145000 job opportunities in the stores of ASDA all over
the world and caters to the need of more than18 million of consumer who are shopping in the
stores of ASDA every week. There are wide range of services and products which the company
is offering to the consumer all over the world. The major product and services which are being
provided to consumer are as follows-
 Supercentres- this is the largest ASDA store which offers for extended range of variety of
product under one roof. This variety of product includes food and non- food products,
fashion segment, and many other range of variety of product of daily need of consumers.
Under this pattern, Milton Keynes is the largest store which measures at 100,000 sq.ft.
 Superstores- this is another segment of store which is based on common format and
offers fresh food, cafe, optician, non- food offers, pharmacy all at one location (Company
facts, 2020). Further these stores are designed and planned to each location according to
the local requirements of the people.

 ASDA living- this is another major service which ASDA is providing for the consumer
relating to this living and infrastructure. These ASDA living stores are dedicated to the
offering of range of product and services relating to the furnishing, home appliances,
fashion segment, general merchandising and many others (Karimi and Huaccho Huatuco,
2019).
 George- this is another major segment of company which was launched in 1989 and has
around 560 stores all over the world. This is the fastest growing online fashion business
which serves for 800,000 consumers every week. This segment of ASDA is known for
the quality of product and service and the fact that it provides for the latest style and
fashion segment.
Strategies for increasing consumer satisfaction
Attracting the consumer is the most important aspect of the company and major
contributor in the success of the business. The major reason for this is that if the consumer will
not be happy and satisfied with the company then they will not buy the product and services of
company. Thus, this will decrease the profits of business and also will not lose market share.
Further for this ASDA has to make use of effective strategies for increasing consumer
satisfaction. These strategies assistive for ASDA are as follows-
The first and foremost strategy for the company is to focus majorly on the quality
of the product and services which the company is offering (Lee and et.al., 2020). The major
reason is that if the quality of the product and services will be good then this will attract more of
the consumers. Thus, for this the company must majorly focus on improving the quality of the
product and services.
Another major strategy is to continuously do market research relating to the need
and preferences of the consumers. The major reason for this is that when the company will
continuously search for the changes in the need and requirement of consumer then they will be in
position of adapting to these changes. Hence, this will assist the company in identifying the fact
that what is running in the market and business environment. Thus, with help of the market
research the company will be in position to attract more of the consumer.
Further another major strategy which is assistive for ASDA is to create some
loyalty schemes and under these schemes the company must provide some benefits to consumers
(Ladeira and et.al., 2016). Thus, this loyalty schemes will attract more of the consumers (Wu,

2020). The major reason is that when the company will provide any offer which is of benefit for
the company then this will attract more of the consumers. For instance the company can use
some point scheme and when the consumer attains the required number of point then they will
get some exciting offers. These offers can be like 15% discount, some extra discount over
purchase of fixed amount and many other offers (Neacşu, 2020).
Another major strategy is to research the strategies of competitors as well. This is
particularly because of the reason that when ASDA will analyse the strategy of competitors then
they will make their strategies in much better and effective manner. Hence, they will provide
more better product and services in comparison with the other competitors and this will increase
the satisfaction of the consumers.
CONCLUSION
In the end, from the presentation it can be concluded that the use of effective product and
services is essential for the company in order to attract more of the consumers. This is
particularly because of the reason that when the company will offer effective product and
services to consumer then only the consumer will purchase it. Thus, the product and services
offered by ASDA includes a wide variety of services like superstores, George, ASDA living and
many other services. Further it was also noted that the providing satisfaction to consumer is the
most essential thing for company. For this many strategies were provided like providing quality
services, research consumer need and many others.

REFERENCES
Books and Journals
Karimi, H. and Huaccho Huatuco, L.D., 2019, September. Supply Chain Management Strategies
for Increasing Productivity and Satisfying Customer Demand in the Fast Fashion Retail
Sector in the UK. In British Academy of Management Conference. York.
Ladeira, W.J., and et.al., 2016. Running for pleasure or performance? How store attributes and
hedonic product value influence consumer satisfaction. The International Review of
Retail, Distribution and Consumer Research. 26(5). pp.502-520.
Lee, S., and et.al., 2020. Corporate social responsibility (CSR) as a customer satisfaction and
retention strategy in the chain restaurant sector. Journal of Hospitality and Tourism
Management. 45. pp.348-358.
Neacşu, N.A., 2020. THE CUSTOMER-ORIENTED STRATEGY–A TOOL FOR
INCREASING CUSTOMER SATISFACTION ON THE ROMANIAN BANKING
MARKET. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series
V. 13(1). pp.49-56.
Wu, J., 2020. Optimization Strategy of Online Store Marketing Based on Consumer Satisfaction.
In Innovative Computing (pp. 929-935). Springer, Singapore.
Online
Company facts. 2020. [Online]. Available through:
<https://corporate.asda.com/our-story/company-facts>