ASDA Marketing Strategies: A Comprehensive Analysis

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MARKETING ESSENTIALS
ASDA

Contents
INTRODUCTION...........................................................................................................................2
LO1 ROLES AND RESPONSIBILITIES OF MARKETING OF ASDA.....................................3
KEY ROLES AND RESPONSIBILITIES OF MARKETING DEPARTMENT OF ASDA.....3
RELATIONS OF ROLES AND RESPONSIBILITIES TO THE WIDER
ORGANISATIONAL CONTEXT IN ASDA.............................................................................4
SIGNIFICANCE OF INTERRELATIONSHIP BETWEEN MARKETING AND OTHER
FUNCTIONS OF ASDA.............................................................................................................4
LO2 USE OF ELEMENTS OF MARKETING MIX TO THE MARKETING PLANNING
PROCESS AS COMPARED TO OTHER ORGANIZATION.......................................................6
HOW COMPANIES USE ELEMENTS OF MARKETING MIX.............................................6
COMPARISON OF ELEMENTS OF MARKETING MIX OF ASDA AND WAITROSE......7
TACTICS APPLIED BY ORGANISATIONS TO KNOW HOW THEY ACHIEVE
BUSINESS OBJECTIVES..........................................................................................................8
LO3 MARKETING PLAN............................................................................................................10
EXECUTIVE SUMMARY.......................................................................................................10
INTRODUCTION.....................................................................................................................10
COMPANY BACKGROUND..................................................................................................10
BUSINESS OBJECTIVES........................................................................................................10
MARKET SITUATION ANALYSIS.......................................................................................11
INTERNAL ANALYSIS (VALUE CHAIN ANALYSIS).......................................................11
EXTERNAL ANALYSIS (PORTER’S FIVE FORCES).........................................................12
COMPANY’S STRATEGY (ANSOFF’S MATRIX)...............................................................12
7P’S OF MARKETING............................................................................................................13
MONITORING AND CONTROL............................................................................................14

CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing isn't about who can talk speedier, or close better. It is about a significant mental
understanding of customer needs (Baker, 2016). Steve Jobs had this gift better than for all intents
and purposes any point of reference. Henry Ford. Thomas Edison. Every headway in the
authentic setting of the world solidified an uncanny cognizance of human needs and the
imaginative vision to pass on it. According to the American Marketing Association (AMA)
Board of Directors, Marketing is the action, set of establishments, and procedures for making,
conveying, conveying, and trading contributions that have an incentive for clients, customers,
accomplices, and society on the loose (Jobber and Ellis-Chadwick, 2012). While one of the
marketing experts, Dr Philip Kotler defines marketing as the science and distinctiveness of
investigating, making, and conveying an incentive to satisfy the requisites of a functioning
market at a benefit (Armstrong, et al. 2014). Advertising recognizes unfulfilled needs and
desires. It characterizes measures and evaluates the span of the distinctive market and the benefit
potential. It pinpoints which sections the institution is a match for serving first-rate and it plans
and advances the correct objects and administrations (Kotler and Armstrong, 2010).
So, the agenda to describe this illustrations and definitions of marketing is to determine and
present the importance of marketing in this present world of high competitiveness. Marketing is
the reason why companies can easily reach their customers and serve them according to their
needs and demands. Further, it can be said that since the importance is increasing with the
increasing globalisation, technological advancements and other methods, there is a need to
understand the concepts and aspects of marketing to make a business successful and fruitful in
future. So, here the assignment study will be going to present some major and basic roles and
responsibilities of the marketing and then its interrelation with the other departments in a
business with its significance (Kotler and Armstrong, 2010). Afterwards, the assignment will
deal with the concept of the marketing mix and how the elements of it are utilised by the
companies in their business operations. At last, a new marketing plan will be designed and all
these will be done considering the example of ASDA in this following study below.

LO1 ROLES AND RESPONSIBILITIES OF MARKETING OF ASDA
KEY ROLES AND RESPONSIBILITIES OF MARKETING DEPARTMENT OF
ASDA
Depending on the organization, the obligations of the marketing function could involve at least
one of the accompanying roles and responsibilities and so do ASDA:
Defining the brand - This incorporates characterizing your identity, a big motivator for you, what
you state about yourself, what you do and how your producer demonstrations. This, in flip,
characterizes the experience you need your customers and mates to have after they have
cooperation with you.
Develop marketing campaigns - Promoting and advertising proactively distinguishes the product
and contributions to point of convergence on through the span of your income cycle, and
afterwards creates substances and interchanges that get the word out (Gummesson, 2011).
Develop marketing and promotional materials - You're publicizing and showcasing division
should make the materials that portray and advance your centre items and additionally
contributions. They ought to be stayed up with the latest as those product and contributions
advance.
Creating content for the latest marketing techniques - Your web webpage is usually the first (and
no doubt the main) position individuals go for comprehension about you. Your promoting
division will be subject for holding web substance present, in the meantime likewise attempting
to make certain your site comes up quickly when any individual inquiries in your kind of
business (McDonald and Mouncey, 2011).
Monitoring marketing platforms - Promoting should make a commitment to, control and
safeguard your online networking pages. It should furthermore control bills and cautiously watch
what's being posted about you on the web (Hassan, 2012).

Manage internal communications - Your staff must understand your organization, its qualities,
its targets and its needs. Publicizing and advertising are most likely at risk for specialist
correspondences by methods for a bulletin as well as intranet (Kotler and Armstrong, 2010).
Market research - Research encourages your layout target markets and conceivable outcomes
and causes you to understand how your items and administrations are seen (Jobber and Ellis-
Chadwick, 2012).
Overseeing new partners - Showcasing is regularly at risk for choosing and dealing with the
organizations and suppliers who produce promoting substances as well as/give publicizing
support. These could contain advertisement gatherings, print organizations, PR gatherings or
specialists, internet services, etc.
RELATIONS OF ROLES AND RESPONSIBILITIES TO THE WIDER
ORGANISATIONAL CONTEXT IN ASDA
On this regard, numerous associations commit an incredibly hazardous error of distancing
showcasing to a division and anticipate that supernatural occurrences must occur. Showcasing is
the motor room that ensures that the hierarchical objectives are finished and meanwhile, the
requirements and wants of the customers are additionally met (Williams and Page, 2011). An
advertiser is a crucial strategist of the association as his or her venture is to guarantee that the 2
normal partners' wishes are fulfilled. Basically, tremendous is for associations to realize that
showcasing isn't selling. In spite of everything, it's important to underscore that quite simply like
publicizing, promoting, customer administration and direct showcasing, offer falls below selling
(Xie and Allen, 2013).
Against this groundwork, showcasing assumes a focal job in guaranteeing that the association
accomplishes its ambitions (Kotler and Armstrong, 2010). All other departmental methods have
got to complement the key advertising plan of the organization. HR approach traditionally needs
to path the selling manner has been delineated since promoting will come to a decision the
dimension of action amid more than a few times of the year. On the factor when there's a super
development ahead, it'll pursue that HR may just utilize additional palms to aid the intense
interest created or that representatives would have got to work additional hours (Boone and
Kurtz, 2013). Within the occasion that it implies there can be a foremost preparing to organize

the representatives concerning the new object or improved restricts, it is the advertising potential
that sets the tone.
SIGNIFICANCE OF INTERRELATIONSHIP BETWEEN MARKETING AND
OTHER FUNCTIONS OF ASDA
Companies like ASDA have to deal with several challenges within their operating markets and
hence making operations effective should be done from the internal management and for which
the collaboration and synchronous working are necessary (Piercy, et al. 2010). The different
departments within the companies like HR, finance, procurement and supply chain, production,
marketing has to be linked to each other (Kotler and Armstrong, 2010). There are several
benefits of working with each other and manage the overall tasks as it can help in delivering the
best results for the business. In addition to this, the relationship between the functions like
marketing and finance is necessary to manage the costs of the company while at the same time;
the relationship between the marketing and sales is also essential in any company and hence
needs to be delivered with high efficiency (Hassan, 2012). In other terms, the areas like HR and
marketing is also linked within ASDA to make the best use of the talent and recruit the best one
to work on the directions of the company to achieve the desired targets.

LO2 USE OF ELEMENTS OF MARKETING MIX TO THE MARKETING
PLANNING PROCESS AS COMPARED TO OTHER ORGANIZATION
HOW COMPANIES USE ELEMENTS OF MARKETING MIX
Marketing is the function of an organization which includes the activities which are done to
promote the products and to provide information to the customers regarding the products. It is an
important activity which is performed to the sale and gains profit (Kotler and Armstrong, 2010).
For the existence of the products, it is necessary to perform these activities like advertising and
promoting the product as it also helps to increase the sales of the product. The companies like
ASDA are so effective in using high trend marketing and promotional practices in which they
use the elements of the marketing mix properly (Jobber and Ellis-Chadwick, 2012). For instance,
ASDA promotes its products in advertisements to attract people and showcase the quality they
serve to people despite the highly competitive markets. At the same time, they marketise their
product pricing to be cheaper than others and hence this use of different elements of marketing
mix helps them in gaining a competitive advantage in their operating markets.
Figure 1: Pricing advertisement by Asda

COMPARISON OF ELEMENTS OF MARKETING MIX OF ASDA AND
WAITROSE
Marketing mix involves the set of actions which are required to promote and sell the product of
an organization. Marketing mix has the elements which are used to make the perfect marketing
plan. The typical marketing mix includes 4Ps i.e. price, product, promotion and place but now it
is extended to 7Ps (Blythe and Martin, 2019). The 7Ps of the marketing mix of ASDA has been
compared to one of its competitor Waitrose. The elements of the marketing mix are discussed
below:
Product
Product refers to the goods and services including the features and qualities which the customers
want to buy. The marketers need to think about the needs and wants of the customers and
according to the requirement an organization used to make the products, it includes packaging,
styling, quality and quantity of the product (Piercy, et al. 2010). The ASDA generates more
profit than Waitrose as ASDA believes in producing the products according to the requirement of
the customers and does the perfect packaging and styling of the products.
Price
Price refers to the value of the products; it is the strategy of pricing the products which decide the
final price according to the cost and paying ability of the customers. ASDA always work to
identify the factors which can affect the business like how the price will affect the customer and
how much amount the customers are prepared to pay and it is meeting the profit margin or not
whereas Waitrose determines the price according to the profit margin.
Promotions
Promotion refers to providing information to the customers about the products. It is an activity
which makes the customer aware of the products and services which is offering (Ferrell and

Hartline, 2012). ASDA also organizes the promotional event from time to time and includes
advertising, sales promotion, and marketing to enhance the sales and revenue.
Place
To find the perfect place for product sales and distribution is very important because it affects a
lot where the product is required and where it should be produced. Finding the perfect location
for the business is important because it is necessary to reach the customers and it can be a great
marketing strategy to increase the possibility of maximizing the profit. ASDA and Waitrose both
are expanding their business in order to reach to the maximum customers.
People
It is very important to recruit the right person at the right place according to the requirement of
the job. ASDA and Waitrose focus on the skills of the employees who are needed to perform the
job. It is important to have trained and skilful employees for better work because they are the one
who executes the business (Hassan, 2012). If an organization is able to satisfy the customer by
excellent customer service then it helps to make the goodwill and brand value among the
customers.
Process
Process refers to the processes or an activity which takes place in executing the business. The
process of an ASDA is clear and sorted and its process is clearly defined to the service provider.
Physical evidence
Physical evidence refers to the existence of an organization and the product in the market. It is
very important to identify the location of service delivery of the products. If an organization
finds the service location which is able to attract the customers and provide the comfort to the
customers then it can make a positive experience to the customer which is very important for
retaining the customers (Kotler and Armstrong, 2010).

TACTICS APPLIED BY ORGANISATIONS TO KNOW HOW THEY ACHIEVE
BUSINESS OBJECTIVES
The set of steps which are required for the guidelines of marketing that how to promote and sell
the products in the market can be termed as business tactics in markets as an example. It works
to make the strategies which are adapted to increase the sales and for the last existence of an
organization. In order to achieve the goals and objectives, ASDA also adopts the various
marketing strategy plans. The marketing planning process of ASDA is discussed below:
Develop the action plan
The first step is developing action plans and setting the objectives of the company. The first and
the most important stage of the marketing planning process is setting the goals and move
forwards towards the goal of the company. It is to know where you are today and where you
want to reach in the future (McDonald and Mouncey, 2011).
Analyse the present situation
The second step is analysing the present situation by examining the current condition of an
organization. It is necessary to know your current situation for long term planning. Determine the
resources and environmental risk and advantages related to the launching of the product (Piercy,
et al. 2010).
Developing a marketing strategy
To accomplish the goals and objectives the company needs to make the marketing objectives and
marketing strategies. For the best promotion of the product, it is needed to analyse all the
marketing tactics which are available (Kotler and Armstrong, 2010).
Evaluation of risk and opportunities
By using the marketing mix elements the risk and opportunities can be identified in the market. It
helps to show the clear image of the marketing environment and guide towards the
accomplishment of the goals and objectives (Hassan, 2012).

LO3 MARKETING PLAN
EXECUTIVE SUMMARY
In this competitive world of marketing, there is a need to develop a strategic p0lan so that a
company can get some additional advantages over others and reach their desired goals of the
business in less time. So, for ASDA, with the need to enhance the market share and reach new
dimensions of the business, a new marketing plan has been developed below with the strategic
tools and techniques after analysing the business and its environment. Details are shown below.
INTRODUCTION
ASDA is one of the biggest retail supermarkets as in the UK retail market it has approx. 17%
market share. In this competitive and changing business environment of UK ASDA needs to
work on the business strategies to improve its position in the market (McDonald and Mouncey,
2011). This report describes the basic marketing plan for ASDA. A business can be driven
towards the success and achievement of the goals and objectives by developing the marketing
plan. Here is the discussion of the basic marketing plan of ASDA which is used to improve the
market share of the company.
COMPANY BACKGROUND
Asda is the leading retailer of the world with diverse product range and amenities for the people
from decades. The company has gained a great value in the markets and it is growing constantly
with its sustainable business practices designed for the better future of all the people related to
their business activities. The company has started working since 1949 and is now present in more
than 600 locations with over 165,000 staff. At the end of 2016, the revenue of the company has
reached over £21,000 million.
BUSINESS OBJECTIVES
Mission - to be the best-value retailer exceeding customer needs always around the globe
Values – respect, excellence in business and customer service
Objective – to reach new customer base and serve all with great products and service by the
company