Marketing Strategies and Interrelationships in ASDA Group Ltd.

Desklib provides past papers and solved assignments. This report analyzes ASDA's marketing strategies and interdepartmental relations.

MARKETING ESSENTIAL
ASDA Group Ltd.

Contents
INTRODUCTION...........................................................................................................................2
EXPLAIN THE ROLE OF MARKETING AND HOW IT INTERRELATES WITH OTHER
FUNCTIONAL UNITS OF AN ORGANISATION...................................................................3
P1 KEY ROLES AND RESPONSIBILITIES OF THE MARKETING FUNCTION OF
ASDA GROUP OF COMPANIES..............................................................................................3
P2 ROLES AND RESPONSIBILITIES OF MARKETING RELATE TO THE WIDER
ORGANIZATIONAL CONTEXT..............................................................................................5
M1 ROLES AND RESPONSIBILITIES OF MARKETING IN THE CONTEXT OF THE
MARKETING ENVIRONMENT OF ASDA.............................................................................6
M2 THE SIGNIFICANCE OF INTERRELATIONSHIP BETWEEN MARKETING AND
OTHER FUNCTIONAL UNITS OF ASDA...............................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing plays a very important role for any organization. To understand the market
environment, demands of the customer, building a healthy relationship with the customer and in
increasing the market share company needed an effective marketing strategy. Today every
company knows the importance of marketing in order to build a profitable relationship they are
adopting the innovative approach towards the strategy of marketing. And in this current market
scenario, the awareness for marketing essential is very high. This assignment is based on the
report of ASDA Group Ltd. This assignment would provide the roles and responsibilities of the
marketing and interrelationship of marketing with other functional units of an organization. It
will also discuss the concept of the marketing mix and the planning process of marketing with
the comparison of the marketing mix of ASDA with its competitor. It will describe the marketing
strategy which ASDA can adopt or apply for the success of the company.

LO1
EXPLAIN THE ROLE OF MARKETING AND HOW IT INTERRELATES WITH
OTHER FUNCTIONAL UNITS OF AN ORGANISATION
Marketing refers to selling and exchanging of goods and services in the market. It is the social
process through which individuals and business enterprises obtain what they need and want by
creating and exchanging value with others (Kotler and Armstrong, 2010). Marketing is not only
related to selling it includes the entire business (Baker, 2016). The chartered institute of
marketing says, it is not only to identify the needs of the customers, but it is also to satisfy the
customers. The existence of any business depends upon the fulfilment of customer needs and
wants by proper research and development activities.
Marketing holds all the business activities that are involved in getting goods and services from
producers to the hands of the consumers. It is the activity which is designed to make a profit
through ascertaining, appealing, creating and satisfying the needs of a customer. And it is cannot
be the only responsibility of the marketing department because it includes most activities of the
business as it is the essential ingredient of business strategy. The role of marketing has increased
in a very large way as it is a managerial function which includes the activities like market
research, forecasting of demand, product planning, pricing, distribution and advertising (Lim et.
al., 2017). Marketing is the process through which an organization or a business enterprise
interacts with the stakeholders and customers to build and manage the relationship and to earn a
profit.
P1 KEY ROLES AND RESPONSIBILITIES OF THE MARKETING FUNCTION OF
ASDA GROUP OF COMPANIES
Marketing plays a very important role in any kind of business as without proper marketing no
business can run successfully. As it is the most important activity which is direct links to the
sales and profitability. In the field of FMCG and electronics marketing innovations and technical
changes are occurring at a very increasing rate. The competition is coming from all directions
from global markets to the local market. And the responsibilities and participation of marketing
are increasing day by day. The following are the roles and responsibilities of ASDA Group of
Companies are discussed below:

Meets consumer needs and wants
It is necessary for the marketers to identify the needs and wants of the customers and adopt the
marketing strategies accordingly. Customers are the main factor who affects the business a lot
and the presence of customers decides the future and the existence of the business. And in this
competitive world of marketing, it is necessary to retain the customers by identifying their needs
and wants and it is also very important to satisfy the needs of the customers.
Assure organization growth, survival and reputation
The existence of business depends upon the retaining of the customers and it survives because of
the increase in the market share. To achieve the objectives and goals of ASDA it is important to
make the proper marketing plan as it helps a lot in satisfying the customers (Michalakeas et al.,
2015).
Widens Market
It is important for marketers to use mass communication tools like sales, promotion, advertising,
etc. to promote the products far and make them available in every area to increase sales and
profit.
Better Product offerings
Marketing plays an important role in managing and designing products. It is very important to do
the perfect packaging and pricing which appeals to the customers more and the continuous
improvement in the products helps to retain the customers far.
Management of demand
There are several types of demand like negative demand, declining demand, irregular demand
and no demand. Marketers need to manage these demands of the customers related to the
products and need to work accordingly.
Economic growth
Perfect marketing creates demand and the increasing in demand promotes production and
distribution activities. And in the result, it increases the growth of the industries which creates

employment opportunities. This improves the standard of living and helps in the overall growth
in the economy of the country.
P2 ROLES AND RESPONSIBILITIES OF MARKETING RELATE TO THE WIDER
ORGANIZATIONAL CONTEXT
Marketing plays an important role in the expansion and diversification of any business or an
organization as it is the way to reach to the consumers. It is an activity which promotes the
products and makes them available to each and every customer (Bowen, 2016.). It includes the
activities which introduce the products and services and give information about the goods and
services of an organization to the customers. Marketing function involves various roles and
responsibilities of an organization which helps in the growth and development of the company.
The followings are the roles and responsibilities which are required to widen the business are
discussed below:
Marketing communication
It is very important to communicate with the other organization and the customers to get
feedback to improve the quality and services of the products (Jones and Comfort, 2018). It is
necessary to know the taste and demand of the customers for the continuous growth and
development of an organization.
Improvement in Quality and services
It is necessary to get the proper feedback from the employees and customers about the goods and
services and it is very much needed to improve the quality and services of the products. This is
one of the most important activity and also the responsibility to check the quality and services
and provide the best quality product and services to the customers.
Promotion of services
The promotion of products and services also relates to the roles and responsibility of marketing
to expand the business. It is important to promote the services globally and make the customers
aware of the services and provide information about the products.
Market research

One of the most important roles of marketing is to conduct the research and development
program on a continuous basis. It is important to search for innovation and creativity in the
products to compete in the global market. And it is also very important to know the changes in
the environment of the market and work accordingly.
Enhance the reliability
It is necessary to provide the best services to the customers by continuous improvement in the
quality and services of an organization because this is only the way to gain the trust of the
consumers. And this is one of the most important responsibilities of any organization to be
always loyal to the customers.
M1 ROLES AND RESPONSIBILITIES OF MARKETING IN THE CONTEXT OF THE
MARKETING ENVIRONMENT OF ASDA
Marketing management is an essential part of the ASDA Group of Companies as it includes the
planning and execution of various concepts of marketing (Michalakeas, 2015). The marketing
concept includes pricing, advertising, sales, distribution etc. which helps to target the customers
of the company. The role and responsibilities of marketing in the context of the environment are
discussed below:
Marketing strategies and plan
To develop the marketing strategies and plan it is essential to know about the needs and wants of
the customers. This helps the marketer to make the plan according to the change in the
environment and change in the taste and demand of the customers. It is necessary to analyze the
environment and make the strategies according to the current market environment.
Marketing information system
The marketing information system requires for the analysis of market and products and for the
implementation of planning according to the condition of the market. MIS is required for needed
data and information about the market.
Monitoring market environment

The marketing manager needs to identify the trends and changes in the market environment. In
this challenging global scenario, marketers need to monitor the environmental factors which may
affect the business. These factors include the change in the economy, change in technology,
political, legal and change in social culture.
Marketing research
Marketing research refers to gain specific knowledge about the product and services to target a
particular group of consumers. It is very important for any organization to do market research
before launching any new product in the market.
Market segmentation
In the large and diverse market, it is not possible for any company to connect with all the
customers. The company needs to divide the customers according to the needs and wants of the
customer and for this accurate segmentation is required (Dibb, and Simkin, 2016).
Brand equity
It is important to add the extra value to the products and services which helps to increase the
brand value of an organization. To retain the customers it is very important to make the brand
value and gain the trust of the customers. This only will make the reputation of an organization
among the customers.
M2 THE SIGNIFICANCE OF INTERRELATIONSHIP BETWEEN MARKETING AND
OTHER FUNCTIONAL UNITS OF ASDA
Marketing includes various functions like sales, promotion, advertising, distribution, etc. and
these are the function which comes under the marketing process. There are many key elements of
marketing functions which are required before launching a new product. The main key elements
of marketing functions of ASDA are discussed below:
Research
It is very important for any organization to do accurate research before launching any new
product or services because without proper research no business can run successfully (Sekaran,
and Bougie, 2016). It is the most important marketing function which needs to execute properly

because it helps to get the relevant information of the market. It just does not only help to give
the information but it also helps to achieve the other resources like raw material, finance,
logistics etc. which helps to run the business smoothly. ASDA group of companies also
concentrate on the research and development program before taking any final step.
Strategy
After the proper research of the market, the next step is to make a proper strategy by identifying
the strength and weaknesses of the business process. The strategies are required to compete in
the tough market and to gain the proper ideas which are required to execute the business plan of
an organization.
Planning
Marketing management involves financial planning, operational planning, sales and distribution
planning, etc. Perfect planning is essential for the continuous execution of the functions of an
organization. It helps to achieve the target without any confusion in lesser time. To make the
perfect planning is the key to success of an ASDA group of companies.
Tactics
Tactics refer to the short term plans which are required to attract the customers by conducting
sales and promotional activities. It is to provide the offers which target the customers in order to
increase the sales of an organization. ASDA also organizes the sales and the offers like buy1
get1 free and certain discount on the products to attract the customers.
Above discussion was for to evaluate and analyze the key elements of marketing functions of an
ASDA group of companies. The interrelationship between key marketing functions and other
functions of ASDA are discussed below:
Production department
The marketing department needs to work with the production department to know whether the
research which has been done is defining the needs of the customers or not. The production
should be done according to the requirement of the customers, what is the demand and how
much quantity would be required to produce to fulfil the requirement of the customers.

Marketing department set the target which may increase the capabilities of the production
department as marketers need the products in the market as soon as possible.
Finance department
The marketing department of ASDA is also linked to the finance department as the finance is
required to meet the needs of promotion, advertising, research and distribution. And the finance
department wants that other departments should work according to the allocated budget. And like
other department marketing department also needs the budget for performing the function of
sales and promotion.
Human resource department
The marketing department also needs to work with the human resource department as the
appropriate staff is needed for the research and development of new products and services. And
ASDA needs skilled and competent staff to sales the products and to achieve the target of sales
and marketing. Human resource is needed to maintain the balance in all the departments.
Implementation and monitoring of plans
The last step is the implementation of the plans and monitoring the marketing plans of the
company. It is important to find out the mistakes in the planning process and implement the
plans properly to achieve the marketing goals and objectives.

CONCLUSION
This assignment reports the understanding of roles and responsibilities of the marketing and its
significance in the growth of the company. It has explained the marketing strategy of ASDA and
how the elements of the marketing mix can be used to achieve overall business objectives. It
describes the internal and external factors which affect the business. For developing an effective
marketing strategy various tools and techniques have been discussed. It tells that the marketing
function and its relationship with other departments and other organizational function are
necessary to attain the overall goals of an organization.

REFERENCES
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