Report on Marketing Management Orientation: A Case Study of ASDA

This report examines the marketing management orientation of ASDA, a British retailer, focusing on key concepts and their effectiveness. It explores various orientations, including production, sales, product, and societal marketing. The analysis highlights how ASDA utilizes these approaches to enhance its market presence, build a strong customer base, and achieve sustainable growth. The report concludes that marketing orientation is crucial for understanding and meeting customer needs, enabling ASDA to effectively circulate its products and services within the market and maintain a competitive edge.

Marketing Management
Orientation(Report)

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Explain key marketing concept with there effectiveness in relation to organization taken........3
CONCLUSION................................................................................................................................4
REFRENCES ..................................................................................................................................5

INTRODUCTION
Marketing management is the process by which an organizations is able to build profit
through targeting market with its product and services. Scope of such management is wider as it
helps in capturing market in more effective manner. Nature is dynamic as it holds tendency to
make business organizations goals and objectives accomplished within time limit specified for it.
In this report the organization that has been taken is ASDA which is an British retailers and has
its headquarters in London, UK. The report covers about marketing management orientation
with social marketing orientation in relation to the chosen organization.
MAIN BODY
Explain key marketing concept with there effectiveness in relation to organization taken
Marketing Management Orientation
It is the philosophy of business which is focused upon making identification done in
relation to needs of customers and wants which is presented by them. Under it main focus is
upon design, selling, production with manufacturing of product which are sold within
market(Piha and Avlonitis, 2018). In order to attain success the concept of marketing
management orientation should be used by an organization for gaining more and more customers
within market. Also the strategy helps in capturing market in faster and better manner for an
organization like ASDA. There are various kinds of orientation which are explained as follows:
PRODUCTION ORIENTATION
This approach is based upon mass product model and stream lines the production process
while offering the product. Also it has been developing focus upon various aspects that is related
to production making it more effective in nature. In this approach main focus is over lowering
production cost that helps in making customers base to be formed(Venugopal, 2021). This helps
an organization like ASDA is able to decide the price of product by reducing production cost
which makes strong customer base created within the market. ASDA with the help of such
approach is able to increase economic stability by making profit and revenue generated
effectively. It make price decided as per the GDP rate making basic needs of customers satisfied
with an positive approach.
SALES ORIENTATION

As per this approach main focus is developed upon selling of product within the market
by targeting audiences in particular market. It is done for increasing selling of product and
services which directly impacts organizations growth. Organization like ASDA is able to
achieve selling target through segmentation which makes product reach to all customers by
understanding needs and wants of customers. ASDA through the approach achieves short terms
sales goals leading towards sustainable growth of organization from long term
perspective(Wang, Su, and Guo, 2019)..
PRODUCT ORIENTATION
In this approach product orientation approach has been used which makes product and
service circulated effectively within market. Through such approach ASDA is able to develop
structure which helps in improving quality of product as per customers needs. This helps in
developing skills of employees which leads towards producing innovative idea making product
reach to customers in no time.
Societal Marketing Orientation
This is another approach which is part of marketing orientation that is used for
understanding conditions existing within society. Under it major aspects that has been covered
are trends and culture of people living in society. Organization like ASDA through the approach
is able to target customers through which goodwill of organization increases which makes
sustainability achieved within various process. Also it make product and services formed as per
rising needs within market(Yang and Tsai, 2019).
CONCLUSION
From the above discussion it can be concluded that marketing orientation is the process
by which an organization is able to cover market in more effective manner. In this all factors
impacting growth of market has been covered within it. Further, it has been analysed that
organization like ASDA is able to improve various aspects like production, product, selling and
societal which makes its product and services circulated within in market in more effective way.
Also it makes strong customer base to be created making market to be captured within no time. It
plays important role in understanding needs and wants of customers.

REFRENCES
Books and Journals
Piha, L.P. and Avlonitis, G.J., 2018. Internal brand orientation: conceptualisation, scale
development and validation. Journal of Marketing Management, 34(3-4), pp.370-394.
Venugopal, P., 2021. SOCIAL ENTERPRISE: TRANSITING FROM PRODUCT
ORIENTATION TO MARKETING ORIENTATION. Academy of Marketing Studies
Journal, 25, pp.1-2.
Wang, D., Su, Z. and Guo, H., 2019. Top management team conflict and exploratory innovation:
The mediating impact of market orientation. Industrial Marketing Management, 82,
pp.87-95.
Yang, S.Y. and Tsai, K.H., 2019. Lifting the veil on the link between absorptive capacity and
innovation: The roles of cross-functional integration and customer orientation.
Industrial Marketing Management, 82, pp.117-130.