Analysis of Asda's Online Presence, CRM, and Strategic Recommendations

This report provides an in-depth analysis of Asda's online presence and electronic consumer relationship management (eCRM) strategies. It explores the application of eCRM, including operational, analytical, and collaborative approaches. The report examines Asda's consumer presence analysis, covering communication mix elements such as advertising, sales promotions, direct mailing, and the application of the Ansoff matrix for market penetration, development, product development, and diversification. The analysis highlights how Asda utilizes these strategies to enhance its market share and customer engagement. The report concludes with recommendations to improve customer relationship management through online engagement and effective promotional strategies, particularly in the context of the COVID-19 pandemic and the increasing importance of online shopping. The report emphasizes the impact of digital technology on business management and the importance of adapting to market changes.

Online presence report
Contents

INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Electronic consumer relationship management...........................................................................3
Consumer presence analysis........................................................................................................4
Recommendation.............................................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Digital business management use the techniques and methods to build the new term of
values and the concept of business to support the effective functions. It involves the digital
brands and the technologies in business (Arya, 2018). The management consider in this report is
Asda. It is a British supermarket chain at headquartered in England. The organisation was
founded in 1949 and at present time it termed to the second largest supermarket chain in UK.
TASK
Electronic consumer relationship management
Consumer relationship management deals with the managerial operations in terms of their
consumer’s potentials, team members, vendors and others in the business. The basic objective of
Asda is relating to consumer relationship software is to facilitate the business goals and
behaviours to serve them well-mannered things. Asda have resulted to the higher consumer
satisfaction with the mannered high retaining rates. It has been divided into various sort of
categories:
Operational CRM: It is the primary function of consumer resource management that
includes the sales, marketing and services. It has been termed that consumer can be the problem
solver in business. It helps the business of Asda to automate the procedure of the sales services to
boost up the sales as effectively. The operational consumer relationship management system has
designed to help their consumer to respect to achieve better satisfaction section (Cheney, and et.
al., 2019. The management of Asda are already able to process the leading terms for predicting
the qualification manner. Asda supports their consumers to organise their actions and profile.
The company also provide the benefits of lead counting for automating the sales, marketing and
the services.
 Analytical CRM: The analytical consumer relationship management can also set the
integrates terms to invoice the software for generating the reports to have detailed the
ratio of the cash flow. It will also get updates the source of information of the
consumers by maintaining their view point and considering of the performance. Asda
is also capable to track their details of their consumers and support them.
 Collaborative CRM: It involves the organisation sales, consumer technical support,
external stakeholder, vendors and suppliers and distributors. Asda concentrates on

their targets as effectively and straightforwardly and that is important for them in
marketing terms to provides them approximately sales team in the manner of their
reports.
Consumer presence analysis
E- commerce is the digital platform in which company sells and target their audience
through digital media and electronic media. They make updates on their company website so by
this they can able to communicate and conversion with the customers in effective manner.
Digital customer relationship management is the process of communicating and interacting with
the customer through effective manner and can solve their problems and issues (Daigle, 2021).
As customer relation management helps the company in knowing their interest and preferences.
There is a theories which helps the company in interacting better with the customers. This is
communication mix:
Advertising: As Asda company promote its brand and products thorough advertising at the
digital platforms so that they can make updates to the people and related with the company and
digital platforms.
Sales promotions: Now a days company is doing sales promotion on their online websites to
attract customers towards their brand and products and services. Sales promotion can be created
by the company for limited time period in order to sell there products and services at lower cost.
Asda company includes sales, gift, prizes and product samples (Gay, 2021). Sometimes company
provides loyalty cards to the customer so that they can purchase their products and services at
lower prices.
Direct mailing: As after the visits of customers in their stores, company take feedbacks from the
people to how they feel about the products and services. Direct mail helps the company in
getting feedbacks from the customers and solving their issues and problems. This can create
impact on e- commerce in order to make certain changes and improvements in the business and
their activities.
Ansoff matrix: As the Asda is one of leading supermarket retailer in UK. Ansoff matrix is
referred as the strategic marketing planning that provide various opportunities to the respective
organisation to enhance its revenue and developing business activities through producing new
products and services through tapping then into new market. Respective model facilitates the
Asda to take various sustainable competitive advantages as compared to its respective

competitors. There are four factors are included in this model that are utilise accordingly and
lead the organisation towards success. All dimensions are discussed below:
Market Penetration: Asda apply market penetration strategy through promoting its
existing product in existing market. In order to enhance market share and customers base
respective organisation open various stores in same market place. Asda offers various discounts,
promotions and other activities in order to enhance the sale of product and ensure market as well
as customer reach (Gikandi, 2021). Asda creates various barriers to stop new entries or
competitors that distribute the market profitability level effectively. All of above measures help
the respective organisation to enhance the sales as well as profitability ratio in the current
market.
Market development: The strategy of market development is related to the promoting and
providing existing product in new markets. There are various strategies are implement by their
Asda to stores in new locations and enhance market share. Respective organisation ensures that
each of its stores covers a certain region effectively and provide them better quality products and
services them its competitor. It opens its stores outside the United Kingdom in order to gain
global market share.
Product development: Product development is referred as the process of launching new
product in existing market place. Asda implement various strategies such as ensuring its
expansion through launching new product. On regular bases respective organisation includes
new products in its stores in order to attract potential customers and retain them with
organisation (Paduraru, 2020). It includes various new products like gas station selling petrol’s
as well as money exchange services and many more that facilitates the organisation to boost
sales and profitability.
Diversification: Diversification is related to the providing different product then
competitors that includes various new features and qualities that attract customers. As the Asda
provides various diversified products in its product line. It horizontally diversifies its product
range by adding customer electronics, sports, shoes and manna more. It requires the high
investment as well as enhance organisation's profit.

Recommendation
It is to be recommended that customer relationship management can be improve in Asda
company through engaging customers more with the company products and services. By getting
online company will be able to sell their products and service to the customers in effective and
interact them towards their brand. To gain competitive advantage in the market, company should
have to make effective promotional strategy in order to complete its business objectives and
goals. It is recommended that there are various customers who are looking for online shopping at
the time of covid 19, for this company is engaging customer towards their brand. And this will
increase them to helps in gaining competitive advantage and increasing in their profitability.
CONCLUSION
From the above report it has been concluded that, digital technology is having a dramatic impact
on the management of business world. The company are setting their ratio in real time to offers
their holders the plan of actions and can also improve their course of lines in the field of market.

REFERENCES
Books and Journals
Arya, A. and Mittendorf, B., 2018. Bricks-and-mortar entry by online retailers in the presence of
consumer sales taxes. Management Science, 64(11).pp.5220-5233.
Cheney.A. and et. al., 2019. Perceptions of Presence and Community in Immersive Online
Learning Environments. In Emerging Technologies in Virtual Learning
Environments (pp. 116-131). IGI Global.
Daigle, D.T. and Stuvland, A., 2021. Social Presence as Best Practice: The Online Classroom
Needs to Feel Real. PS: Political Science & Politics, 54(1).pp.182-183.
Gay, S., 2021. TAKING CHARGE OF YOUR ONLINE PRESENCE. Physician Leadership
Journal, 8(1).pp.75-78.
Gikandi, J.W., 2021. Enhancing E-Learning through Integration of Online Formative
Assessment and Teaching Presence. International Journal of Online Pedagogy and
Course Design (IJOPCD), 11(2).pp.48-61.
Paduraru, A.M., 2020. Ever-increasing relevance of online presence for business companies: an
improvement proposal for Transportes Franpama SL.