Detailed Analysis of ASDA's Marketing Strategies and Plan

This report provides a comprehensive analysis of ASDA's marketing strategies. It begins by outlining the key roles and responsibilities of marketing within ASDA, including market research, product decisions, pricing, promotion, and budget management. The report then explores how marketing functions within the wider organizational context, emphasizing its interrelation with operations, finance, human resources, and logistics. A comparative analysis of ASDA and Tesco's marketing mix is presented, covering product, price, place, promotion, people, process, and physical evidence. The report further details how ASDA utilizes the marketing mix to achieve its organizational objectives, focusing on customer satisfaction and profitability. Finally, a basic marketing plan for ASDA is discussed, including market analysis, customer identification, competitor analysis, budget allocation, and promotional strategies.

MARKETING- LO 1

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Key roles and responsibilities of marketing in ASDA.....................................................1
1.2 Roles and responsibilities of marketing with wider organisational context.....................2
Task 2...............................................................................................................................................3
2.1 Comparison of marketing mix of ASDA and Tesco........................................................3
Task 3...............................................................................................................................................5
4.1 Marketing Plan for ASDA................................................................................................5
Conclusions......................................................................................................................................6
REFERENCES ...............................................................................................................................7

INTRODUCTION
Marketing refers to satisfying the customers wants and improving relationship between
company and customers. Marketing functions roles and responsibilities within organisation is
been studied and its interrelation with different organisational functions. Achieving
organisational objectives through marketing mix strategy.
TASK 1
1.1 Key roles and responsibilities of marketing in ASDA.
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. Below are responsibilities of ASDA's marketing function: Market research: To gather information about customers and their needs the marketing
department of ASDA conduct studies. Decisions about products: Marketing functions of ASDA determines the product in
terms of their variety, brands, design, quality, features, etc., to meet the customer's needs
and desires. Price Decisions: The role of ASDA marketing is to set the prices of products, in order to
attract customers and earn maximum profit. Promotion: ASDA marketing function is to promote and present products and services to
targeted market. Improve sales processes: It's marketing responsibility to identify the customers' feelings
and improving the sales process in ASDA. Manage marketing budgets: ASDA's marketing department plans for the budget for the
marketing activities.
 Track trends and monitor competition: To know what best or mistakes of their
competitors to avoid falling into them marketing functions of ASDA watch their
competition.
Roles and responsibilities of marketing in context to marketing environment:
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Marketing department of ASDA identifies trends and make it into opportunities with
changing marketing environment. Below given are responsibilities of marketing in changing
marketing environment: Developing marketing plans and strategies: Marketing department of ASDA identifies
customers wants and desires and delivers them to satisfy their needs. To maintain balance
between organization's objectives, resources, goals and its changing marketing
environment strategic plans are made. Market information system: For surviving changing environment ASDA's marketing
department develop Marketing information system (MIS) for analysing products and
market, making plans and implementing it. Monitoring market environment: Marketing department of organisation identifies
changes in the environment and trends and converts these into opportunities. Marketing research: Information about the organisation's products, market, targeted
customers, etc., helps the marketing management to monitor marketing environment.
 Product strategy: Marketing department plans for product strategy to meet customers'
wants and need. The products are been categorised by features, price and quality, for
attracting the customers. They decide which product line to modify, eliminate or
maintained.
1.2 Roles and responsibilities of marketing with wider organisational context
For promoting the mission and the business of the organisation, marketing department
plays an important role. They are responsible for reaching out to the customers in market and
promoting their business and products. Marketing department have to link with or have a close
relation with the other departments or functional areas for developing an effective marketing.
Below are interrelation of marketing with the other departments of ASDA:
 Marketing department with operations management: Marketing department and
operations department works closely to ensure that to satisfy current and future customers
wants appropriate development plans and research is been conducted. To provide the
desired quality and specification of the products to customers and to meet the required
volume of stock or products in ASDA's supermarket.
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 Marketing Department with Finance department: Marketing department incorporates
with finance department to get the proper budget for conducting research studies, for
implementing promotional and distribution strategies. Finance department of ASDA have
a brief of whole organisation's business operations to ensure that its within the financial
capability of the organisation.
 Marketing department with Human resource department: For having the appropriate
skilled and qualified marketing professionals, Human resource department conducts
recruitment and selection procedures for filling vacant positions in marketing department.
Incorporation between marketing and human resource development creates an
enthusiastic and competent sales team by providing them trainings for conducting
researches and to meet targets of production.
 Marketing department with Logistics department: Marketing department of ASDA
works closely with the logistic department for continuous flow of the products in the
organisation. Whenever inventories of the products in the supermarket reduces marketing
department contacts the logistics department to supply the products to fulfil the
requirements of customers needs and demands.
Task 2
2.1 Comparison of marketing mix of ASDA and Tesco
Marketing mix is a marketing strategies used to satisfy the customers of target market
while considering various factors such as, product, price, place, promotion, etc.
Below given are marketing mix (7Ps) principles :
 Product: Refers to what organisation is selling, which could satisfy customers
considering the required features, quality, etc. of the product.
 Price: Customers buying behaviour can be affected by the pricing strategies for products
and services. Price of a product should be determined on basis of customers willing to
pay, cost involved, profit margin, etc.
 Place: Place refers to where the products is been displayed, sold or distributed in the
market. Place of distribution should be easily accessible for customers.
 Promotion: All the activities done for making customers aware, including advertising of
the products and the business are known as promotions.
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 People: The salespersons and staffs who works within the organisation are people in
marketing mix.
 Process: Processes involved in to deliver products and services to customers refers to
process.
 Physical evidence: Physical evidence refers to what customers sees which includes the
environment of the business, interior, layout, packaging, brands, etc.
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.
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 All its stores are clean and attractive.
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and have number of stores. All
products are segmented.
Objectives of the organisation achieved through marketing mix
For achieving business objectives ASDA apply or adopts various strategies and tactics of
marketing mix. Use of 7Ps of marketing mix in ASDA marketing planning the business can
achieve its organisational objectives. By adopting marketing mix strategy organisation achieves
its objectives from following process:
 Product: The products that are been sold in the stores should be according to the needs
and demand of the customers, with this customers are satisfied and increase profitability.
 Place: Products and services to customers should be easily accessible. The store of the
organisation must be located in an approachable place for the target customers this would
help to attract targeted customers and increase the profit earning.
 Price: Price is the most attracting factor for bringing the customers, better pricing
strategies be adopted for value customers.
 Promotion: Promotion through advertising, social media promotion, etc. are focused to
increase sales and profitability.
 Process: Services provided the customers should be attracting and satisfying. Ex- always
smile while delivery of goods, etc.
 People: The staffs and management should be skilled and qualified for achieving the
objectives of the organisation.
 Physical evidence: Stores should be kept clean and attractive and all products should be
properly arranged. This would lead to more satisfied customers and increase profitability.
Task 3
4.1 Marketing Plan for ASDA
Basic marketing plan for ASDA are discussed below :
Company has to analyse their potential customers and market trends. Being a large organisation
with many stores at different locations ASDA must conduct a clear market survey and customer
research to understand the needs and wants of the customers to achieve organisation's objectives.
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In order to sustain in the market organisation has to deliver the requirements of the customers.
Customers are to be identified who would use their products and service.
The competitors of the organisation has to be identified, through competition analysis helps the
business organisation to know about the market trends and to develop competitive strategies.
After evaluating the researches and strategies formulation on the basis of the market needs and
requirements, the budget for various marketing activities are been proposed from finance
department and create a well specified objectives and goals. Adopting an appropriate
promotional strategies for increasing sales is been formulated.
Conclusions
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.
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REFERENCES
Books and Journals
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