Strategic Marketing Report: ASDA's Australian Market Entry Analysis

This report provides a strategic marketing analysis for ASDA's potential entry into the Australian market. It begins with an introduction to globalization and the need for strategic management. The report then delves into the adaptation and standardization of the marketing mix, emphasizing the importance of product, price, place, and promotion. It further explores the CBBE (Customer-Based Brand Equity) model for building brand strength and the role of integrated marketing communication (IMC) in reaching target customers. The report also discusses effective communication methods like advertising, public relations, and personal selling. Finally, it outlines methods for measuring market success, including sales targets, market share, and return on investment, and concludes with recommendations for ASDA's market entry strategy, including the need to consider price and promotion strategies based on location. The report references several academic sources to support its analysis.

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 Content
 Introduction
 Adaptation and standardization of marketing mix
 CBBE model
 Communication mix and models
 Measurement of success
 Conclusion
 References

Introduction
An organization desires for globalization
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.

Elements of marketing mix
In order to enter into intentional market, adaptation and standardization needs to be analyze
by organization for marketing mix. It describes the choice of strategy that needs to be adapt
for promoting and regulating new products successfully. The terms standardized and
adaptation needs to be maintain equally as these both define factors of marketing mix. The
terms standardized is based on huge level to expend marketing mix whereas, adaptation is
required to be balanced with different culture and region.

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Hence, strategic approach is requiring 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 standardized. Asda needs to undertake effective decision regarding
selection of each segments in order to enter into Australia market. There is discussion about
elements of marketing mix:.
• Product
• Price
• Place
• Promotion

CBBE ( customer based brand equity
model)
The CBBE I.e. customer based brand equity
model is significant for the company to make
their brand strong and recognisable. It
influences on brand value, people beliefs and
opinion based on perception for connecting
with company’s brand.
• Brand identity
• Brand meaning
• Brand response
• Brand resonance

Integrated marketing communication
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 face many challenges in making
conversation with their target customers though 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.

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Effective marketing communication method:
• Advertising
• Public relations
• Personal selling

Measuring the market success
An organization 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 the 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.
• Sales targets
• Market share
• Return on investment

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 a 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.

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 varying 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.