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