ASDA Marketing: Strategies, Responsibilities & Marketing Mix Analysis

This report provides a comprehensive overview of ASDA's marketing essentials, including its mission, vision, and values, and delves into the definitions of marketing by various authors. It highlights the importance and objectives of a marketing plan, utilizing PESTLE for external analysis and SWOT for internal analysis. The report elaborates on the marketing process through the marketing mix, covering pricing, products, places, promotions, people, process, and physical environment. It outlines ASDA's marketing function responsibilities, including market research, product and price decisions, promotion strategies, and budget management, along with its responsibilities in the wider organizational context, such as coordination with operations, finance, HR, and logistics. A comparison between ASDA's and Tesco's marketing mix is presented, followed by a proposed marketing plan schedule for ASDA, concluding with the significance of marketing in organizational activities and the role of marketing mix strategies in achieving business objectives.

Marketing essentials

INTRODUCTION
ASDA was founded in 1965 at Leeds, West Yorkshire, England.
Its an retail industry with over 640 stores all around Britain. In 2016, the
total revenue earned was 21666 million pound.
President and CEO: Roger Burnley
Products: Grocery, general merchandise and financial services.
Marketing is the management process of buying and selling through
identifying customer's needs and satisfy them. For successful marketing
ASDA identify the needs wants and demands for customers satisfaction

Cont.
 Mission: to be Britain's best-value retailer
exceeding customer needs always.
 Vision: To make goods and services more
affordable for everyone.
 Values: respect for the individual, strive for
excellence and service to our customers.

Definitions of marketing by
different Authors
 Social process of creating and exchanging values to other
for obtaining needs and wants of individual and
organisation is called Marketing (Kotler and Armstrong,
2010).
 Marketing is a relationship between individual and
organisation for satisfy through creating and maintaining
mutual exchange (Baker, 1976).
 Marketing is the process of generating interest on
products and services to potential customers and clients
(Susan Ward).

Importance of Marketing
 Helps in New product development
 Increase product portfolio
 Guide to improve business
 Helps in differentiation

Objectives of Marketing Plan
 Outline marketing strategies
 Situational analysis
 Target audience
 Set budget

External analysis of marketing
plan of ASDA
For external analysis PESTLE is used:
 Political
 Economical
 Social
 Technical
 Environmental
 Legal

Internal analysis of marketing
plan of ASDA
For internal analysis SWOT analysis is used:
 Strength
 Weakness
 Opportunity
 Threat

Marketing process through
marketing mix.
Following are considered as
steps of marketing mix:
• Pricing
• Products
• Places

Cont...
• Promotions
• People
• Process
• Physical environment

Responsibilities of ASDA's
marketing function
 Market research
 Decisions about products
 Price Decisions
 Promotion
 Improve sales processes
 Manage marketing budgets
 Track trends and monitor competition

Resposibilities of marketing in
context to marketing environment:
• Developing marketing plans and strategies
• Market information system
• Monitoring market environment
• Marketing research
• Product strategy

Responsibilities of marketing with
wider organisational context :
The responsibilities of marketing are following:
• Marketing department with operations management
• Marketing with Finance department
• Marketing with Human resource department
• Marketing with Logistics department

A comparison between marketing mix
of ASDA and Tesco are given below:
Basis ASDA Tesco
Product Sells around 30000 products
through supermarket retail
business and also offers
mobile phone and financial
services.
Offers 40000 or more
products through retail stores
and also offers grocery
delivery service and free
music downloads.
Price Low price strategy to sell
high volume of product.
Several end seasons, festive
discounts.
Maintain low prices as
possible without reducing
quality of products. Provides
loyal customers with extra
discounts.
Place Follows a simple and fresh
approach for store settings. Large store set up which is
not easier for accessibility and
are not comfortable.

Cont...
Promotion For promotion adopts pricing
strategies, focuses on
discounts and schemes.
Low prices plays a big role in
promotions. Use TV
advertisements, offers,
discounts, etc.
People Trained staffs for high quality
customer services. Excellent sales assistants are
responsible for its success.
Process Offline and online delivery of
all kind of products to the
customers and fast delivery
and billing process.
Speedy billing services and
easy acquirement of product,
offline as well as online.
Physical
evidence It lies in large size, prime
location and have number of
stores. All products are
segmented.
All its stores are clean and
attractive.

Marketing Plan for ASDA
 Analyse market trends
 Customer research and survey
 Identifying customers
 Identifying competitors
 Proposing budgets
 Formulate Promotional strategies

Marketing Plan schedule for ASDA

CONCLUSION
 This report states the roles and responsibilities of marketing
in an organisation.
 Marketing is been interrelated with other functions of the
organisation for smooth functioning of the organisational
activities.
• Marketing mix strategies helps the organisation in their
marketing planning process for achieving the objectives of the
business.

References
Books and Journals
Baker, M.J., 2014. Marketing strategy and management. Macmillan International
Higher Education.
Goworek, H., McGoldrick, P.J. and McGoldrick, P.J., 2015. Retail marketing
management: Principles and practice. Harlow, UK: Pearson.
Kumar, V., 2015. Evolution of marketing as a discipline: What has happened and what
to look out for. Journal of Marketing 79(1) pp.1-9.
Lamberton, C. and Stephen, A.T., 2016. A thematic exploration of digital, social
media, and mobile marketing: Research evolution from 2000 to 2015 and an
agenda for future inquiry. Journal of Marketing,80(6) pp.146-172.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.