Marketing Management: An Analysis of ASDA's Marketing Strategies

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MARKETING MANAGEMENT

Table of Contents
1. Introduction
2. About Marketing
3. Development of marketing
4. Roles and responsibilities of marketing manager
5. Functional departments of ASDA
a) Marketing and Sales
b) Research and Development
c) Finance
6. Value of marketing
7. Marketing vs. other functional department
8. Organizations
Reference List

1. Introduction
• A company reaches to the
consumers through marketing
• ASDA follows low-price
marketing strategy
• Eye-catching commercials,
leaflets, newspapers, TV
channels, hoardings are used by
ASDA

2. About marketing
• Marketing is the process of
increasing interest of consumers
in products/services
• It allows a company to
communicate with the customers
(Morgan et al. 2019)
• It values the customers’ needs
and promote products to target
audience

3. Development of marketing
• Employ more than 250 staffs at marketing department
• Manage more than 30 external ad agencies (ASDA 2019)
• Spent nearly £40.5 million for advertisement (1st half of 2015)

4. Roles and responsibilities of marketing manager
• Pricing strategy development
• New customers identification
(Wensley 2016)
• Communicating marketing plan
and advertising
• Evaluating competitors
• Improving brand awareness

5. Functional departments of ASDA
a) Marketing and sales
• ASDA ranks 8th in marketing among retail companies across UK
• Around 2.6% growth in like-for-like sales (ASDA 2019)
• Increased sales rate by 0.1% in 2019

Functional departments of ASDA (Contd.)
b) Research and Development
• Partnership with University of Leeds to produce green products (Jones
et al. 2016)
• Sustainability initiative to enhance £800m savings of customers by
2020

Functional departments of ASDA (Contd.)
c) Finance
• Expected operating profit - £735.4m (2017)
• Strategic investment in quality, price and services (ASDA 2019)
• Cash flow from operating activities - £1,289.3m
• Net cash flow - £309.0m

6. Value of marketing
• Consumers come to know about a company
• Customers can easily identify the products and services as per their needs
• Enhance profitability (Dwivedi et al. 2015)
• Strengthen customer base and brand recognition

7. Marketing vs. other functional department
• Increased investment helps in
better marketing (De Mooij
2018)
• Choice of suitable medias and
strategies is needed for
effective marketing

8. Organizations
• TESCO, Sainsbury, Waitrose,
Ocado – major competitors of
ASDA
• Focus on improving brand
trust (ASDA 2019)
• Positive sales growth in
Christmas of 2018