Investigating ASDA's Profitability: Marketing Strategy Impact Analysis

This research report investigates the impact of marketing strategies on the profitability of ASDA, a British supermarket retailer. The report begins with an introduction outlining the importance of marketing in a competitive market and the need for businesses to maintain a positive brand image and customer satisfaction. A comprehensive literature review examines existing research on marketing strategies such as relationship marketing, social media marketing, and email marketing, and their effects on profitability, market share, advertising, and customer service. The report also explores the challenges ASDA faces in generating profitability, including market dynamics, changing customer demands, and the need for skilled workers. It then discusses ways for ASDA to improve performance, such as focusing on value, understanding market trends, and improving employee teamwork. The report also includes a research plan that consists of the aims/objectives, research methodology, sampling, ethical issues, deliverables, resources, and a timeline for implementation. The research aims to analyze ASDA's marketing campaigns, assess their impact on brand image, and identify strategies to increase sales and gain market share. Finally, the research plan concludes with an evaluation section and a list of references.

Business Research
Plan

Contents
Introduction.........................................................................................................................................3
Literature Review................................................................................................................................3
Research Methodology........................................................................................................................8
Sampling.............................................................................................................................................10
Accessibility........................................................................................................................................10
Ethical Issues.....................................................................................................................................10
Significance........................................................................................................................................11
Deliverables........................................................................................................................................11
Required Resources...........................................................................................................................11
Implementation Time Table.............................................................................................................12
EVALUATION OF RESEARCH PLAN.........................................................................................13
REFERENCES..................................................................................................................................14

Title: To investigate the impact of implementing marketing strategies in increasing
profitability of company. A study on ASDA
Introduction
In a competitive and dynamic market, each and every business organisation focus on
maintaining their positive brand image by delivering best services to its customers as per their
needs and wants. This is the reason that it is important for company to keep happy and
satisfied their customers so that they can easily generate larger profitability. In market place,
consumers are the one who have power to develop company image by consuming their
offerings. For sustaining in market place, organization is also responsible for implementing
effective marketing strategies as it helps them in effectively collaborate with their consumes
(Proctor, 2014). With the assistance of this, company can easily promote their product and
services in market place to invite large number of people over there. One of the main
advantages of implementing marketing strategies to aware the people towards the features,
specification and benefits of company and its products. Basically, it is focus on encouraging
as well as influencing target customers to buy company products and service. This will
directly contribute in increasing overall profitability level at market place and at the same
time also may aid in established competitive brand image. Current business plan is based on
the ASDA, is a British supermarket retailer that run their business in over the world to
increase their presence at market place. Mainly, it sells variety of products such as clothing,
toys, food, general merchandise at an affordable price. This is the reason that company easily
invite more and more customers towards its offerings.
Literature Review
This section plays a significant role in undertaking research activities because it is
based on secondary resources which provide detailed and in-depth analysis towards the
specified area of study. This section provides information on the basis of different views of
authors about the study and its objectives as well. One of the main advantages of this phase is
that it helps in evaluating theoretical framework which is beneficial in drawing a valid
conclusion at the end of the study. Mainly, it includes various sources such as different
books, journals, online articles, newspaper and many more that help researcher to gather
qualitative and depth information to address the specified issues of research.
Background of research

In market place, various companies are operating their business with the aim of
generating profitability level. It may increase competition level among organizations. For
cope-up with this, firm use various marketing strategies that support them in sustaining in
market place and at the same time also help in establishing competitive image (Ward, 2016).
Mainly, implementation of marketing strategy might be innovative in nature as it helps
business to get ahead in the competition. This will directly contribute in increasing market
share and profitability as well. In addition of this, using of marketing strategy is also useful in
developing goods and services along with bet profit marketing potential. As it is also
contributing in discovering the specified areas that contributes in increasing overall growth of
company at market place.
Different type of marketing strategies in context of business
According to Hutchinson and et. al., (2015), Specific businesses employ marketing strategies
to communicate with their customers. It is also used to notify consumers of the
characteristics, requirements and benefits of the products of the business. Essentially, it
focuses on encouraging the target population to purchase these specific products and services.
The marketing strategies may be completely innovative or they may be tried or tested earlier
by business organization to effectively attain all the benefits. In context of this, there are
some effective marketing strategies that can be beneficial in improving overall performance
of company at market place. All these are as follows:
Relationship marketing: In business organization, it is important to maintain healthy
relation with their customers so that they can easily provide them better services as per their
needs and wants. Building positive and healthy relation with customers is one of the crucial
marketing strategies that create strong, emotional customers connecting towards the company
that may lead to ongoing business. This will directly contribute in attaining customers loyalty
and long-term customers engagement within the market place.
Social Media Marketing: It is one of the powerful ways for businesses to reach prospects and
customers. As customers are already interacting with brands through social media, and if
company cannot speak directly to audience through social platforms like Facebook, Twitter,
Instagram. Mainly, it is also a great marketing strategy that provide remarkable success to
business organization by building its strong brand image. This will directly contribute in
inviting more and more customers over its services and at the same time also keep them

loyal. With the assistance of this firm can generate its profitability level by increasing overall
sales at market place.
Email Marketing: It is one of the styles of marketing techniques that perform far better than its
conventional one. As, it's much easier to gather email addresses than to collect mailing addresses.
Then two, the prices are much lower because the email marketing does not require printing then
postage prices. By contrast sending emails is practically safe. With the help of this, company can
easily communicate with their customers that support them in making them aware about the
products that offer by company.
The role of marketing strategies in increasing profitability and market share of ASDA
According to Armstrong and et. al., (2018), Companies are designing marketing campaigns
to help build brand identities, increase sales and gain market share. Strategic strategies
include the reliance on promotional resources available to marketing professionals, and the
use of these resources has an influence on the success of the organization. The focus of a
market strategy is on the impact of specific elements and how they influence the role of a
product on the marketplace. In this regard, there are some effective role of marketing
strategies in increasing overall profitability level:
Advertising: One of the goals of the business strategy is to raise awareness of the brand and
to create a positive image for the brand. Advertising is one of the main elements of a business
strategy that helps to achieve this aim. Company that advertise, particularly during economic
downturns, outperform firm that they ads. In the short term, advertisements produce revenue
that have an effect on earnings. In the long run, they are developing the brand value and at the
same time also increasing profitability level at market place.
Promotion: In business organization, marketing strategy providing discounts or rewards have
a somewhat different impact than ads. In the short term, promotions boost revenue and can
improve profitability; in the long term, however, discounts appear to hurt the brand. This
means that promotions can be a short-term marketing tactic to address specific problems such
as over-the-counter or end-of-line issues.
Customers service: Although customer service is not explicitly a marketing feature, business
strategies should focus on the development of superior customer service as a competitive
advantage. Awareness, interaction, disposition, connection and experience are the specific
elements of customer service. In this regard, Advertising affects some of these components,

but the aim is to optimize customer satisfaction through customer focus on all aspects of
buying and ownership experience. Efficient approach results in high customer retention,
lower acquisition costs and higher productivity.
Challenges faced by company at the time of generating profitability at market place
According to Dayan, Heisig and Matos, (2017), It is crucial for business organization to
increase their profitability by serving best quality or products to its customers. With the
assistance of this company can easily capture larger market share from its competitors. In
addition of this, it is also crucial for business organization to maintain their positive image by
delivering services as per customers’ needs and wants. At the time of operating their business
at market place, company face various issues that negatively impact over the company and its
performance level. All these challenges understood by following points:
Keeping up with the market: Now a days, it is one of the challenging tasks for company to
keep update with the market because nature of market is totally dynamic. In this change are
occurs continuously that can be complicate for the business at the time of sustaining in
market place. If company fail in managing their operational activities as per the market trends
and activities that firm can reduce their profitability level and also face high competition in
wider market place.
Change in customers demand: It is crucial for company to satisfy their customers by
providing them quality products and services as per customers needs and wants. In changing
market place, customers have huge alternative option in market to buy a product. That it is
the reason that face issue while understanding their actual wants that they required from the
company. In case, consumers are not satisfied with company and its services that it directly
put negative impact over the brand image of company and at the same time also reduce its
profitability level.
Lack of skilled workers: Employees are the one who contributes a lot within the company in
attaining higher success. As they help in handling customers more effectively and at the same
time also understand their actual needs and wants. If employees not much able to execute as
well as perform task and activities. It became major issue in-front of company at the time of
operating their business. By this firm can reduce its positive brand image and also fail in
generating larger profitability level.

Ways by which firm can improve their positive performance in competitive market
place
According to Lieder and Rashid, (2016), In competitive market, it is important for company
to sustain and attain competitive advantage. This is possible by implementing effective
marketing strategies and also delivering best quality of services to its target’s customers.
With the assistance of this, firm can easily increase their sale that positively impact in
attaining competitive image. In addition of this, company is also responsible for analysing
market change and customers demand so that they understand what exactly they want from
the company. This is beneficial in improving overall performance level and also generating
larger profitability. In this regard there are some effective ways used by ASDA to enhance
their positive brand image at competitive market place:
Focus on providing more value: It is beneficial for company to win loyal customers when
you regularly offer them more interest. This means constantly concentrating on customer
service and what tools you can use to make their experience easier. By concentrating on how
you can provide more value, you can boost your company's results.
Understand market trends: For improving positive performance, analysing market trends is
one of the effective ways that help in in inviting large number of customers over its services
and at the same time also make them loyal. Delivering offers as per market trends company
can easily capture larger market share from its competitors and established its positive brand
image.
Improve employee teamwork: It is crucial for company to Improv how things work and
how well procedures are performed is the first thing you need to look at when you want to
boost company's performance. If workers enjoy a workspace, feel comfortable and work well
together, their loyalty to your organization increases. With the help of team work of
employee’s company can easily enhance their profitability by handling customers in an
effective manner.
Research Aims/ Objectives
It is one of the important sections in which researcher set specified aim and objectives
to undertake the whole research in an effective manner. With the help of this, investigator
take right and reliable decision at the end of the research. Thus, it is crucial for researcher to

effectively analysis the overall nature of the investigation so that they can easily improve the
possibilities of making it more successful.
Research aim:
“To investigate the impact of implementing marketing strategies in increasing
profitability of company”. A study on ASDA
Research objectives:
 To explore the different type of marketing strategies in context of business.
 To determine the role of marketing strategies in increasing profitability and market
share of ASDA.
 To identify the challenges faced by company at the time of generating profitability at
market place.
 To access the ways by which firm can improve their positive performance in
competitive market place.
Research questions:
 What is the different type of marketing strategies in context of business organization?
 What is the role of marketing strategies in increasing profitability and market share of
ASDA?
 What kind of challenges faced by company at the time of generating profitability at
market place?
 What are the alternative ways by which firm can improve their positive performance
at competitive market place?
Research Methodology
It is one of the crucial sections that explain different techniques and process used by
researcher to determine as well as analyse specified research topic. Mainly, it allows
researcher to gather authentic and valid information that contributes in achieving positive
outcomes at the end of the research project. In context of this, it also includes different set of
techniques and framework used by investigator to undertake the investigation in an effective
manner.
Type of investigation: While performing research activities, it is crucial for researcher to use
right and appropriate method so that study can be undertake in right manner. It can be

classified on the basis of two types such as qualitative and quantitative research. As it helps
in providing vast knowledge and at the same time also create some necessary area to
determine the variables. Both type of research is appropriate for researcher to gather
measurable and detailed data towards the research theme (Guenzi and Storbacka, 2015). In
context of this, qualitative research techniques will be used by researcher as it is effective in
providing accurate information about the impact of marketing strategies that used by
company to increase their profitability at market place (Kohtamaki and et. al., 2015). One of
the main advantages of using this method is that it helps in providing in-depth analysis about
the respondent’s behaviour and attitude as well.
Research philosophy: This section of research methodology is related with the beliefs
and assumption in which data should be analysed and gathered. Mainly, there are two type of
philosophy such as interpretivism and positivism. For undertaking current investigation,
interpretivism research philosophy will be used by researcher as it helps in interpreting
knowledge that is gather through questionnaire. With the help of this researcher can easily
take right decision and at the same time also draw a valid conclusion in order to undertake an
authentic investigation.
Research approach: It is referring to an effective process by which an investigation
analysis the data in order to resolve a specified issue. It is divided into two approaches such
as inductive and deductive. These type of research approaches help in giving reliable
information. Under this investigation, inductive approach is effective as it may aid in
analysing the actual data and also determine the current aspects through which investigator
take right judgement and improve the possibilities of attaining positive results.
Research design: It is explained the framework and structure that implement by the
researcher to effectively assess the research objectives in an effective manner. As, it can be
classified on the basis of different types such as descriptive, explanatory and experimental
research design. In context of current research, investigator will apply descriptive research
design as it is based on a specific area of study in order to take a reliable decision. With the
help of this, researcher can easily attain specific and accurate outcomes that help in making
overall research more successful.
Data collection: At the time of undertaking research, there are two type of data collection
such as primary and secondary. Both methods are effective in nature because it supports
investigator to gather accurate and detailed information about the research topic. With the

assistance of this, researcher easily quantify the overall results in order to draw a valid
judgement. In this regards, primary method of data collection provides fresh and first-hand
information that is never used before. It includes various sources such as observation, survey,
questionnaire, focus group interview and many more. Apart from this, secondary method
provide data that is already published and used by another person (Nagle and Müller, 2017).
It also supports in undertaking literature review that is based on different authors point of
view. Under this research, investigator will use primary method because it helps in providing
accurate information. In this questionnaire will be prepared by researcher that includes
various close-ended questions asked from the selected respondents in order to understand
their view point towards the actual impact of marketing strategies over the company
performance.
Sampling
It is described as an important process that used by researcher to analyse
predetermined observations selected from the huge population (Rahimi and Gunlu, 2016). It
may assist in providing valid information about the research topic and area as well. In this,
researcher uses a sample size that is related to the different analyse. It is classified on the
basis of two types such as probabilistic and non-probabilistic. Under this research, researcher
will use probabilistic sampling method to select sample size as per random basis. By this, 30
respondents will be selected as they get equal chances to be selected for sharing their views
and opinion towards the research theme.
Accessibility
Under this research, it is also an effective section that it related to practice of making
a website that is used by various people to access the data. In context of this research,
researcher is the one who have authority to access to gather data and information from
authentic sources. With the help of this researcher easily sharing the data and at the same
time also provide access to another people who are involved within the research. This will
contribute in attaining reliable and authentic information about the specified area of research.
Ethical Issues
At the time of undertaking research, ethics is one of the major aspects that is based in
the different values, standards, principles and many more which should be adopt by
researcher to male whole research more effective. Thus, it is crucial for investigator to

effectively employ ethics within the research. Along with this, researcher is also responsible
for focus on activities and also tries to implement in ethical manner. As investigator also
responsible for keeping all the personal information of respondents confidential that can be
beneficial in eliminating the chances of arising any kind of issues at the time research
activities. Apart from this, it is also crucial for investigator to collect all the data from
validated and authentic sources so that proper decision can be easily taken (Kumar, 2018).
Furthermore, there are different type of principles such as confidentiality, autonomy and
informed consent. All these are crucial for researcher to includes at the time of undertaking
research activities. With the help of this, researcher can easily attain positive outcomes and
develop successful investigation.
Significance
The main signification of undertaking current research is to effectively understand the
impact of implementing marketing strategies in increasing profitability level of company. It is
important for company to effectively use marketing strategies to promote its image and
products so that large number of customers det easily attracted (Pekkola, Saunila and
Rantanen, 2016). As it is beneficial in increasing sales and profit margin of company at
market place that make them more competitive and famous. By undertaking current research,
company easily improve their knowledge and performance as well. As this researcher provide
vast information about the specified topic that support company in maximizing the sales and
positive image as well. Apart from this, it is also beneficial for investigator because it
improves their personal and professional skills. By this, learner easily undertake same study
in future without any kind of issues and obstacles and same time also make it reliable.
Deliverables
It is also playing a major role in research as it helps in meeting all the set objectives in
an effective way (Payaud, 2014). Thus, it is important for researcher to divide entire activities
in sub groups so that team member can easily perform activities in stipulated time frame.
With the help of this researcher can easily develop a successful research without any kind of
issues and problems.
Required Resources
There are various resources that required within the research to complete its activities.
In this context, primary and secondary sources are the crucial as it help in gathering reliable

data towards the research topic. Along with this, books, websites, internet sources, and many
more. All these are the part of secondary sources that support in gathering reliable
information. On the other side, primary sources are related with questionnaire that is based on
actual information that provide by selected respondents. Furthermore, there are some other
sources such as stationary expenses, travelling expenses, administration cost and many more.
Implementation Time Table