Impact of Marketing on Company Performance: A Research on ASDA

This research project investigates the impact of marketing activities on ASDA's performance within the retail sector. The report begins with an introduction outlining the research aim, objectives, and factors contributing to project selection, followed by a literature review exploring various authors' perspectives on marketing's role in business success. The study then examines ASDA's marketing strategies, evaluating their effectiveness in enhancing customer satisfaction and overall business performance. Data collection methods, including primary and secondary sources, are discussed, alongside ethical considerations and analysis of results. The research provides recommendations for improving ASDA's marketing efforts and their effect on profitability and market share, aiming to provide a comprehensive understanding of marketing's influence on the company's operations and brand image.

Research project

Table of Contents
TASK 1............................................................................................................................................1
Introduction......................................................................................................................................1
1.1 Research project and outline specifications.....................................................................1
1.2 Factors that contribute into the research project selection...............................................2
1.3 Literature review..............................................................................................................2
Evaluating performance of business at market places............................................................3
1.4 Specifications about research project...............................................................................5
1.5 Appropriate plan and procedures for agreed research specification................................5
M1 Identify and apply strategies to find appropriate solution...............................................7
M2 Selection of appropriate methods and research techniques............................................7
D1 Critical Reflection of own working..................................................................................8
TASK 2............................................................................................................................................8
2.1 Matching of Resources with questions.............................................................................8
2.2 Research investigation as per the agreed procedures and specifications.........................9
2.3 Record and collect relevant data.......................................................................................9
M3 Present and communicate e appropriate findings..........................................................11
D2 Responsibility for managing and organising activities...................................................11
D3 Demonstrating convergent, lateral and creative thinking..............................................12
TASK 3..........................................................................................................................................12
3.1 Techniques of research evaluation.................................................................................12
Research Design...................................................................................................................13
Research Philosophy...........................................................................................................13
Research Approach .............................................................................................................13
Data Sampling.....................................................................................................................13
3.6 Ethical Consideration.....................................................................................................14
3.2 Analysis of results in original research specification.....................................................17

3.3 Recommendations to research to link it with research findings.....................................28
TASK 4..........................................................................................................................................29
Covered in Poster.................................................................................................................29
REFERENCES..............................................................................................................................30

TITLE: The main aim of this project is to ascertain the impact of marketing on company's
performance. A research on ASDA.
TASK 1
Introduction
In all organisations, there are various operations which are required to be performed so
that revenues can be generated and profits are earned. In any business, aim and objectives are
made for which they are established. The work is performed by various departments which
include finance, human resources, sales, marketing and many more. Under marketing, several
promotional activities are undertaken so that sales can be enhanced and with the help of this,
improvement in overall performance can be attained (Silverman, 2016). Additional advantages
will be received by this over other competitors and also brand image is established. Operations
are carried out in retail sector by ASDA and this whole report is based on it only. By using this,
evaluation of impact of marketing activities can be made. For the conduction of this, certain
methods and tools will be used so that it can be carried out in the most effective manner. For the
collection of data, both primary as well as secondary sources are to be considered. Marketing are
useful activities for every business so they will establish strong images at market places by
creating awareness about the offered products and services.
1.1 Research project and outline specifications
Aim: The main aim of this project is to ascertain the impact of marketing on company's
performance. A research on ASDA.
Research objectives: Some of the objectives for which research is performed are as
follows:
 To Evaluate performance of business in market.
 To determine efficiency of marketing activities for company.
 To identify effect on performance due to marketing activities.
 To provide recommendation in order to improve overall performance of ASDA.
1.2 Factors that contribute into the research project selection
In the research project, different sources are used in order to collect data which is used
for purpose of study. In the process of selection, there are various such factors by which
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contribution is made and so they shall be analysed. All the services that are provided to
customers should be made in accordance with their preferences and therefore, it is necessary to
determine their needs. ASDA will be able to attain success by this as level of customer
satisfaction is increased. In project, a topic is to be selected and for that the technique which is
used is known as project selection (Snyder, 2012).
In the process of marketing, there are various challenges which are faced by ASDA. So,
in order to achieve targets, it is required that they shall be identified in advance. All the research
questions can be dealt in an effective manner by identifying all issues on timely basis (Khan,
2011). This helps in the accomplishment of aim and objectives of research in a proper way.
Therefore, for the identification of impact of marketing on performance of company, certain
research approaches will be taken into consideration. The overall aims and objectives should be
achieved in effective and planned ways so that research will be completed in effectual and
planned ways. The research should not be biased at the time of collecting data and he should
collect data and informations which are valuable for overall research operations.
1.3 Literature review
In the global economy, there is high level of competition and to overcome it, goals are
established by organisation so that higher benefits can be achieved in comparison to other
competitors (Flick, 2015). This is an important part of the research as it helps in collecting
informations which were given by different authors. These persons are involved in research
operations are having good knowledge about the research topic as they are investigating them in
order to analyse various facts and figures which are beneficial for the overall working of the
research. Company will be able to improve their image with the help of marketing activities as it
plays an important role in company's performance. Various authors are there who have provided
their views regarding this. The collection of data is made by using secondary sources which
includes journals, books, articles and others. It will also be required that gap which exist in
between past and present should be determined. By taking them in use, research can be carried
out in a better manner and also, targets will be achieved in the most effective manner.
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Evaluating performance of business at market places
According to Smith (2015), the technique that can be used by any business for increasing
customer satisfaction is marketing. This will be used for various purposes and one among them is
to reduce communication gap in between organisation and its customers. For the achievement of
this, two way communication system is incorporated by ASDA. By using it, company will be
able to determine all requirements of consumers and will provide services on that basis so that
the best quality products and services can be delivered. As per the views of Panneerselvam,
(2014) there are various activities which are to be undertaken in marketing and they include
public relations, distribution, sales promotion, social media and advertisement. They are used by
ASDA so that more number of customers can be attracted and overall increase in the sales
revenue is attained. This helps in maintaining a positive image in both domestic and global
markets.
Profitability of business is affected by some factors which are to be included in marketing
plan and they are product, price, place and promotion. All the demands of customers will be
fulfilled by taking all elements in notice. All the marketing activities which are adopted by firms
are beneficial in order to enhance the overall sales and profitability volumes of firms. Thus firms
will establish strong images at market places and this is an important factor in order to attrct
customers towards their offered products.
Efficiency of marketing activities for company.
As stated by Geerts (2011), output is taken as basis for measuring performance in
organisation and then comparison is made according to it. Under this, three areas are covered
which consist of shareholders, financial performance and product market. The position that is
maintained in market can be identified by using it. The current development of business is
required to be measured and for this reason, companies have started using balance score card.
This helps in the formulation of such policies and strategies by which overall improvement will
be attained and also, current and past financial position is compared. The measures that are to be
taken for achievement of further growth can be identified by using all the findings.
According to the views of (Smith, 2015) it is stated that efficiency of different marketing
activities can be analysed which the help of following factors which are stated below as:
Measurement of marketing success: The most common factors used by ASDA in order to
enhance the efficiency of market place is the overall gross profits which is divided by the overall
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marketing expenditures. The major difficulty is that there are various factors at market place
which are affecting the profitability. The external factors are also affecting the success of
business at market areas such as economic fluctuations, demographic changes and the strategies
which are adopted by the competitors. It is also assumed that at the market places all the
activities are homogeneous by nature and they does not change year by year.
Target Marketing: The plans and strategies are formulated by ASDA then the most
important factor is linked with analysing customer segment which is effective. The new
promotional techniques are valuable in order to enhance the overall sales and profitability ratios
by attracting loyal customers towards their offered products and services (Tareque Aziz and
Azila Mohd Noor, 2013). The decision making tools are also useful in order to improve the
overall efficiencies of organisations.
Efficiency Verses Productivity: The marketing efficiency can greatly be improved
without enhancing the productivity of business organisation by using those promotional tools of
media which are less expensive and the adds should be placed in newspapers as it is mostly used
by people in order to know what is happening around the world. Internet and the social media
tools are beneficial in order to improve the efficiency and also effectiveness of organisation.
Measuring the results: The firms should use qualitative techniques in order to examine
their productivity ratios at market places by using different social media tools. There should be
track record that all the marketing activities are going on the right paths. The results of different
marketing activities should be analysed as they are beneficial in order to know about the
positioning of firms at market places.
Impact of marketing on company's performance
As per the views of Hunleth (2011) there will be positive impact which is experienced by
business due to marketing. In comparison to other organisations, brand image of ASDA has
improved by adoption of all these activities. Some of the things which are attained by this
includes increase in revenue and profitability and also reduction in communication gap. So, with
the help of them, needs of consumers are fulfilled and this is also beneficial for retail sector.
In accordance with the opinion of Snyder (2012) awareness among public is increased by
using advertisement, promotions and through improving public relations. People will come to
know about products and its features and by analysing them, they can choose the one which
meets their preferences.
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According to the study of (Silverman, 2016) it is examined that marketing activities are
beneficial for firms in order to promote their products at market places and this is the most vital
factor which results in enhancing their overall sales and profitability ratios. Marketing tools are
also useful in order to examine the plans and strategies which are adopted by the competitors in
order to maximise their market shares and also profitability index. Brand images of firms are also
beneficial factor in order to retain customers who will not be purchasing products from other
rivalries which are available at market places (Wilson, 2017). If the customers are having
positive experience from the marketing activities which are organised by firms in order to
enhance their overall sales ratios then it results in maximising their overall sales ratios as they
will be sharing their experience with other persons and this is an important factor which results
in maximising their market shares.
1.4 Specifications about research project
The informations which are collected by the research persons plays an important role in
the overall execution of research activities. The investigator uses mainly two sources of
collecting data which is named as primary and secondary sources of data collection. The primary
sources of data is related with those informations which are collected for first and these are not
used by the researcher in their previous studies while on the other hand the secondary sources of
data collection the information are already available in books , magazines, newspapers etc. The
primary methods are very costly and also times consuming but they draw out valid conclusion
about the impact of marketing activities on organisational performance (Thompson, Clarke,
Clarke and Stillwell, 2012). In the present research the researcher has used both primary and
secondary sources for collect9ing informations. Questionnaire are also formulated in order to
know about the view points of customers. Different types of methodologies were formulated in
order to complete all the research operations in effective and planned ways thus attaining success
in their overall business activities.
1.5 Appropriate plan and procedures for agreed research specification
In order to complete all the business activities in allotted time it is very essential to save
both time and money by developing plans and procedures so that operations are complete in
allotted time durations. The method which is used for the carrying out research so that effective
achievement of aims can be attained is known as research methodology (Qualitative research
methodologies, 2017). Overall impact of various operations on business can be identified by
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using it and also research questions will be solved in most appropriate manner. Some of the
important techniques which can be used under this are provided here under:
 Formulating business aims and objectives: This is the primary purpose of all research
activities. In this factor the investigator execute aims and objectives which are linked
with the research topic and this can be designed in time durations of 3 to 4 days. Research design: For increasing the overall understanding of marketing activities, the
best research design approach shall be used. There are many such designs which can be
undertaken but the most important ones are explanatory, descriptive and correlation. As
in depth knowledge is required in present situation so descriptive method is used. Research approach: Inductive and deductive are the two approaches which can be used
in any research. By taking all the observations in consideration, various theories will be
developed and due to all this researcher is using inductive approach (Hunleth, 2011). Research philosophy: In any specified project there are two major philosophies which
can be used and they are Interpretivism and Positivism. As there is the need to analyse
various human perceptions in current case so here interpretivism has been taken into use.
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M1 Identify and apply strategies to find appropriate solution
The different strategies which are used for finding effective solutions are evaluated below
as:
Literature review: In this factors the views of different authors are considered and also
the data is collected from different magazines articles, journals and books in order to draw valid
conclusion about the effectiveness of marketing activities. Data collection techniques: The two methods which can be used to collect data are
primary and secondary. Questionnaire can be used as primary method as by the help of it
opinion of several people can be known. In respect of secondary sources journals, books
and articles can be considered. Sampling technique: This is the tool which can be used to analyse whole population as
under this sample is selected and research is carried out on them. In the given case
random sampling is chosen for collection of important information. Data analysis: There are some methods which can be used for this purpose and in given
case qualitative analysis is selected (Purce, 2014). Under this thematic analysis is taken
into use and here themes are prepared which are further used for making of graphs. They
are then considered for making interpretation.
M2 Selection of appropriate methods and research techniques
For the analysation of all the activities there are many different evaluation techniques that
can be taken into consideration by researcher so that project can be completed effectively. The
most important techniques are formative and summative (Bratton and Gold, 2012). All the
factors by which performance is affected can be identified with the help of it. For the
improvement of current performance, formative method can be used whereas in case of
summative overall improvement will be achieved.
As in present case overall impact on performance of company due to various marketing
activities is to be analysed so for this purpose summative evaluation technique is used. All the
opinions and views of many people are identified by carrying out survey in market (Wood and
McCarthy, 2014). Also research questions are resolved as all aims are achieved in better manner.
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D1 Critical Reflection of own working
The most important factors are linked with analysing business performances for ASDA
as it results in evaluating their shares at market places thus analysing their sales and profitability
index. If the performances of firms are effective then it helps in establishing strong brand images
by which they can attract loyal customers who will not buy the products from their rivalry firms.
Business performance are also useful factors in order to know the taste and preferences and
accordingly the products and services can be offered to them. The firms should focus on
developing customised products in order to retain loyalty of customers and develop effective
customer relationship.
TASK 2
2.1 Matching of Resources with questions
In the research there are various resources which are used so that all the work is
performed in best possible manner (Wright and McMahan, 2011). There are many requirements
in terms of ethics and policies which are to be followed so that functions can be done in smooth
way. The person whose material is utilised under this research will have to be given credit of it.
In the completion of research many people are there who have made contribution and so such
practices should be followed which are ethical and also they will be given all rights by that. The
impact of research on natural and social environment is identified by an individual and then
proper examination of findings should be done so that risk that is involved is determined.
All the persons shall be involved in research and their ideas and views should be included
as by this they feel that they are also important. Also all aspects will be covered by the help of
this. Online data can also be taken into consideration for the purpose of carrying out performance
evaluation.
How to evaluate performance of business in market.
How to determine efficiency of marketing activities for company.
What are the ways to identify effect on performance due to marketing activities.
To recommend ways in order to improve overall performance of ASDA.
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2.2 Research investigation as per the agreed procedures and specifications
The researcher have to use the best and effective research methodologies in order to draw
valid outcomes of the research. There are mainly qualitative and quantitative research tools used
in order to draw valid conclusion. In the qualitative research the investigator carry out analysis
and operations on the basis of behavioural and attitude of persons.
For the purpose of collection of data, a sample size has been selected and research is
carried out on them (Budhwar and Debrah, 2013). For the achievement of objectives, their
opinions will be analysed so that proper steps can be taken in this regard. In order to make any
project a success consideration should be given to some variables which includes organisational
performance and marketing activities. As this is the direct method by which data is obtained so
all of it is reliable. In current case many challenges are there and to overcome them requirements
of consumers is to be evaluated.
2.3 Record and collect relevant data
For the conduction of research investigation, questionnaire can be used so that efficient
examination is carried out. By performing this identification of opinion of various people can be
done and this helps in achievement of research objectives (Huselid and Becker, 2011). The
survey under given case will be carried out on 25 customers who are chosen as sample. The
questionnaire is presented below:
Questionnaire
Name:
Age:
Gender:
Q1. Are the services of ASDA satisfactory according to you?
 Highly satisfactory
 satisfactory
 Dis satisfactory
 Highly dis satisfactory
Q2. The performance of company is improved by marketing activities. Do you agree with this
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