ASDA Marketing: Developing a Marketing Plan to Improve Advertising

This assignment provides a comprehensive marketing plan for ASDA, a leading supermarket chain in the United Kingdom. The plan focuses on enhancing advertising tactics for ASDA's range of quality items, with the aim of increasing brand awareness and profitability. It includes an executive summary, defined objectives, and strategies based on the 4Ps of the marketing mix (Product, Price, Place, Promotion). The plan also incorporates STP (Segmentation, Targeting, Positioning) strategies, market research, competitor analysis, and SWOT analysis to identify strengths, weaknesses, opportunities, and threats. Furthermore, a PESTLE analysis examines the political, economic, social, technological, legal, and environmental factors affecting ASDA's marketing efforts. The plan proposes a budget and outlines monitoring and controlling mechanisms to ensure effective implementation and performance management. The report concludes that utilizing digital marketing channels like Facebook and Instagram can significantly enhance ASDA's brand image and attract new customers.

MARKETING PLAN

Table of Contents
INTRODUCTION.....................................................................................................................................2
TASK..........................................................................................................................................................2
Producing a basis marketing plan for ASDA...........................................................................................2
CONCLUSION..........................................................................................................................................6
REFERENCES..........................................................................................................................................7

INTRODUCTION
Marketing plan is defined as strategic document that clarifies target markets, aims,
objectives, mission and activities that a company effort to conduct to promote their venture and
products all over the world. The current assignment will be based on ASDA, which is known as
the best supermarket chains the United Kingdom. The study will explain coherent marketing plan
for firm to enhance its advertising tactic for range of quality items.
TASK
Producing a basis marketing plan for ASDA
Executive summary-
It is not so easy to promote a product or service and business in market, because it
requires selection of appropriate tools and techniques as well as sources. ASDA marketers has
utilized effective and appropriate methods and formed useful tactics like market research, etc.
which made them capable to gained expected outcomes. By considering each factor, they have
taken steps towards success and obtained desire results.
Aim-
The goal of ASDA is to generate excellent brand awareness worldwide and increase
profitability.
Objectives-
 To maximize profits margin within 12 months by 50%
 To generate revenue by 50% in 1 year
 To gain competitive advantages in 12 months
 To generate wide web traffic in 1 year.
Strategies-
4Ps of marketing mix-
Product-

It is important for marketer and other department to focus on improving grocery and
other types of goods quality that ASDA may offer to its target market (EJIKE, 2020). It may take
efforts to be innovative.
Price-
Organization may use low pricing strategy to make purchase or shopping easier for
everyone especially middle class customers who tend to buy quality items but unable to do so
just because of cost (Ing, Osman and Tze-Yin, 2020).
Place-
In term of distribution source, firm may take initiative to offer seasonal offerings via
using own outlets, which people already know and easily reach at that particular location in the
UK (Setiawan, Hasyim and Mutiara, 2020).
Promotion-
For purpose of promotion, marketer may use effective digital marketing channels such as
Instagram and Facebook because in United Kingdom these are one of those social media
platforms that population in nation may highly use and create billions of account on these.
STP-
Segmentation-
Demographic, behavioral and psychographic are those segmentation tactics that marketer
may utilize to target everyone as their customers, because firm may seek to offer each item for
them and effort to make them happy (Punhani and et.al., 2021).
Targeting-
For this purpose, they may use undifferentiation tactic to target all and offer same
offerings to each which is quite important and beneficial for ASDA success in retail industry
much better than its rivals (Laurini, Luceri and Latusi, 2021).
Positioning-

By aiming to promote business and products, marketer may utilize social media sources,
which made them capable to obtain desire outcomes and quickly generate awareness of company
all over the world that is incredible.
Tactics-
Market research-
When marketer expect to get successful, then it is essential for them to conduct
appropriate market research, because it allow them to determine each element that affect their
marketing tactics and overall plan (Purcărea and et.al., 2021).
Competitor analysis-
In term of competitive analysis, marketer may effort to collect information about key
rivals such as TESCO, Sainsbury, Morrison’s, etc. and their strategies to make their own better
than these brands, which is important.
SWOT analysis-
Strength-
ASDA may utilize its key strength in term of skilled workers to advertise item and
enhance marketing tactic, which in return may provide expected outcomes to management and
other stakeholder of company.
Weakness-
Lack of online presence is the biggest weakness of company that may put negative
impact on success of its marketing plan and profitability. It may lead to decrease operational
efficiency and productivity as well as customer base.
Opportunity-
Technology advancement is one of those opportunities that marketer may grab in term of
creating account of the most popular sites of social media, which contribute to gain the attention
of new and profitable customers.
Threat-

Intense competition within retail industry is the big threat that put negative impact on
ASDA marketing efforts and current practices. It may drive the attention of management towards
formation of strategic plans and actions.
PESTLE analysis-
Political factor-
Changes in political factors such as tax rate, trade, political stability, etc. may put
negative affect on ASDA current attempts and tactics through which it may tend to gain
competitive advantages, while operating its venture into national and international market.
Economic factor-
Due to pandemic, unemployment rate and other factors like economic growth in recent
time get affected which lead to decrease operational efficiency of ASDA and put negative impact
on its employment policies in term of putting pressure to hire more people (Aziri, and Ismaili,
2020).
Social factor-
Market trends, income level and other factors may put positive impact on ASDA, because
it already offers those products that customers may prefer to buy according to their choice, health
concern and veganism that is current market trend.
Technology factor-
Technology advancement is one of those technological factors that may positively
influence ASDA success and growth and lead to increase profitability and sales even better than
competitors that also operate in similar industry.
Legal factor-
Sudden change in employment laws, customer safety regulation and other policies may
put negative impact on organizational sales and current employment policy and practices in term
of driving attention of management towards reforming their activities according to new terms.
Environmental factor-

Customer and government concern regarding environmental sustainability may put
positive impact on ASDA, as it may already take initiative to reduce its carbon footprint that
influence marketer to promote venture without taking too much stress about anything.
Budget-
Resources Cost £
Human resource 1500
Training 1000
Create accounts on social media sites 2000
Market research 600
Paper printing 700
Total 5,800
Monitoring and controlling-
For purpose of monitoring and managing worker’s performance regarding current
marketing plan, marketer and HRM may take action to train staff.
CONCLUSION
From above analysis, it has been concluded that by using Facebook and Instagram, and
creating account on these two sources of marketing, marketer has generated excellent brand
image in retail world. They have successfully gained the attention of new customers and
profitable investors.

REFERENCES
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