Report: Evaluating the Marketing Plan for ASDA's New Organic Juices

This report provides a comprehensive evaluation of ASDA's marketing plan, focusing on the introduction of new organic fruit juices. The report begins with an introduction highlighting the importance of marketing plans for business success. It then delves into the specifics of ASDA's plan, including market research, objectives, and a situation analysis incorporating the 5Cs framework (Company, Competitors, Customers, Collaborators, and Climate) and other analytical tools like Porter's Five Forces. The report examines customer and competitive analysis, marketing strategies encompassing the 7 Ps of the marketing mix (Product, Price, Place, Promotion, People, Process, and Physical Evidence), budget allocation, and promotional strategies, including e-marketing. The report also covers goals, objectives, and monitoring processes. Finally, it emphasizes the importance and benefits of a well-structured marketing plan for ASDA, concluding that an effective marketing plan is crucial for product promotion and overall business success. The report underscores the significance of factors like market research, competitive analysis, and budget setting in achieving marketing objectives. The report is contributed by a student and is available on Desklib, a platform providing AI-based study tools for students.

MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
LO 3.................................................................................................................................................1
P4. Evaluating a basic marketing plan for an organization....................................................1
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing is an important tool for any business in promoting their products and services
in market for gaining better outcomes. To achieve this, developing an effective marketing plan is
essential. This process is done to create, keep and satisfy their customers. This report will focus
on developing and evaluating the marketing plan for ASDA in introducing a new product which
can help them in promoting their services and products. It will also discuss about various factors
that are included in the marketing plan.
LO 3
P4. Evaluating a basic marketing plan for an organization
Marketing plan is an essential part of business planning of ASDA. Effective marketing
strategy is the key concept of this plan. It is a comprehensive document that outlines a business
advertising and marketing efforts for the coming year. It includes all the business activities
which ASDA can apply in their marketing plan for improving their enterprise in a set time
period. An effective merchandising plan also includes a description of their current
commercialism position in the market, discussion of their target market and a variety of selling
mix factors which can help in achieving their marketing goals (da Silva and Las Casas, 2017).
ASDA is planning to introduce new Organic Fruit Juices in their production to increase their
customers. There are several factors which are included in the marketing plan for this process,
such as:
 Market Research: This method helps the firm to evaluate their industry in which they
are operating as these will assist them in producing an effective marketing plan for the
system. This will also include their mission behind planning. Market research should be
clear, focused and realistic to get effective results. This practice allows a company to
discover their target market and record opinions as well as other input from consumers
regarding interest in product (Strandvik. and Heinonen, 2015).
 Objectives:
 To accomplish 11 % of revenue in first quarter of year
 To provide goods at competitive prices for enlarging consumer's base
 To attain market leader position by imparting quality commodities
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 Situation Analysis: This is the most important task which has to be followed by ASDA
in order to work effectively. This analysis basically includes a market analysis which is
followed by SWOT to determine their strengths, weaknesses, opportunities and threats.
This analysis will include various factors like for example: market forecast,
segmentation, customer information and marketing needs analysis, etc. All these factors
play an important role in developing an effective marketing plan (Chernev, 2015). There
are basically 5C's which are included in evaluating situational analysis, for example,
Company The company analysis involves evaluation of institution objectives, strategy,
and capabilities. This helps in identifying their aim and objectives. It also gives
them knowledge about their current position in market. This will evaluate the
overall performance of ASDA.
Competitors This helps in giving them information related to their competitors that can cause
threat to them, for example, TESCO. It helps in identifying and assessing them.
Customers It is done in order to study their behavior more precisely to deliver the best
service according to their choice (Tanner and Raymond, 2015).
Collaborators Collaborators are useful for businesses as they allow an increase in creation of
ideas, as well as an increase in the likelihood of gaining more business
opportunities. It can be achieved by collaborating with different agencies,
suppliers, distributors, partnerships, etc.
Climate It implies the overall environment of organization and how it is maintained. It
can be studied by applying PESTLE analysis into their system to study its
external environmental factors which can affect them.
Apart from these factors, there are various other methods which can be used in this
situational analysis. For example:,Porter's Five Forces industry analysis which includes five
different factors, i.e., threat of new entrant, bargaining power of buyer and supplier, threat of
substitute and rivals among existing opponent, that is used to understand warnings from
antagonist and identifying solutions to minimize those threats which is imposed by their
competitors present in market. Overall, this process is helpful in analyzing their profitability and
position with the industry.
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 Marketing planning schedule-
The planning schedule helps in making visual layout of many important events, deadlines
and tasks etc. This will help ASDA to attain clarity regarding vital activities to be undertaken to
accomplish goals quite effectually. Moreover, it would be able to allocate activities in effective
manner and timely achievement of marketing goals will be accomplished by organisation.
 Customer Analysis: This is a method which can be very useful for ASDA to study their
customer's behaviour in order to deliver the best service. Understanding the customers
will help them to deliver products according to preferences and needs which ensure to
increase rate. For this, they can segment customer in different groups based on their
characteristics, such as, according to the financial statements, location based, etc. This
process will help them to reach maximum number of their clients. Introduction of new
products should be according to their customers preferences which can help in attracting
them (How to Conduct Customer Analysis and Customer Segmentation, 2016).
 Competitive Analysis: It is very important for ASDA to analze their competitors and
what are the products and services they are providing to customers. It will help them to
improve their services and products. To luanch new product it becomes very important
for tehm to study their competition.
 Marketing Plan Strategies: These strategies includes all plans which organization has
developed to perform their functions in the market. These strategies include at least a
mission statement which covers defines aim to plan this strategy, objectives, and a
focused strategy including market segment focus, targeting and product positioning
(Byrd-Bredbenner and et.al., 2017). Marketing strategies of ASDA should be focused on
all the 7 P's of marketing mix which includes:
Price  They will set their price of their juices by using penetration
pricing strategy to increase customers rate.
 They have kept the pricing strategies in such way which can be
easily affordable by their customers. They sell the products at
low costs as compared to competitors.
Product  They are planning to introduce fresh Organic Juices in their
production with less or no chemical content in them.
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 It will be healthy and tasty as well.
 They will also provide various varieties in their juices as well, for
example, fresh juices of mango, apple, strawberry, kiwi, etc.
 They sell approximately 30000 products through supermarket
retail business and also offers mobile phone and financial
services (Chen and et.al., 2015).
Places  They generally have stores which are opens in various places so
that it is easily accessible for customers to buy their products.
 They will distribute it through all their offline as well as online
stores.
Promotions  For the promotion of their Organic Juices, they will use e-
marketing as it is more effective and gives better results.
 For the promotional activities they mainly focus on offering
discounts and schemes to attract customers. Other than this, they
can also use e marketing as a promotional tool as it will give
result in no time which can be very useful for them (Tanner and
Raymond, 2015).
People  They have highly trained and skilled employees which gives a
good service to their customers. This helps them to satisfy their
customers.
Process  They manage offline and online delivery of all kind of products
to customers and they also ensure fast delivery and billing
process as well to save their time.
Physical
Evidence
 They have worked on the packaging of their Juices to make it
more attractive to attract customers.
 They have large size stores which is located at prime location and
variety of products and all these products are segmented in order
to make them identified easily by their clients (Le, 2016).
 External and Internal Analysis
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SWOT Analysis
PESTLE Analysis
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 Marketing Plan Budget: This is the most important aspect in a marketing plan. There
should be enough budget in organization to perform all functions listed in the marketing
plan. Normally, a plan will also include specific sales tactics, programs, management
responsibilities, promotion, and other elements as well. Having a proper budget in
company to establish all steps effectively gives a positive response to them which is very
useful for them (Fine, 2017).
Activities Costs (in £)
E-marketing process 15000
Product Distribution 45000
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Illustration 1: PESTLE of ASDA

Total 60000
 Promotional Strategies: This plays an important role in making customers aware about
products and services so that they can increase customer rate as well as productivity rate.
In this method, can use various promotional activities to promote their products in
market, for example, can put advertisement in newspaper, magazines, etc. They can also
use e marketing techniques as well. E marketing will be the best option in promoting their
Organic Fruit Juices in market (Al-Dmour and et.al. 2016).
 Goals and Objectives: In this process, it explains about the desired outcome of
marketing plan which is to introduce new organic fruit juices in their production. Their
aim should be attainable and realistic and have a clear time frame as well. The most
common approach is to use marketing metrics which includes various factors in it, for
example, what is total market share of ASDA, their total number of customers and its
potential market, etc (Paley, 2017). These aspects help then in achieving their target.
 Monitoring: Proper monitoring of marketing plan is also very important for the
organization to make sure that every step has been progressing correctly. This helps them
in evaluating the effectiveness of their planning. Supervising all activities that are
included in the marketing plan ensures the proper functioning of organization.
Monitoring of their new Organic Fruit Juices can be done by taking reviews from their
people. They can also compare their outcomes with their objectives to check whether
they are fulfilling it or not. (Strauss and Frost, 2016).
Importance and benefits of Marketing Plan
Marketing planning is a process of setting up objectives and goals for commercialism
activity of the organization and of determining and scheduling steps that are necessary for them
in order to achieve their targets. There are various ways to explain why marketing plan is
important for ASDA (McDonald and Wilson, 2016). This process helps in avoiding future
uncertainties for company and it also ensures to maintain coordination and communication
among the departments. It helps the customers in getting high satisfaction.
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This process promotes successful marketing operations which increase the brand value of
ASDA in respective industry. Planning can be advocated to minimize the risk of failure
(Marketing Planning: Importance, Benefits and Characteristics, 2017).
CONCLUSION
From the above report, it can be concluded that it is very important for company to have
an effective marketing plan for promoting the products and services in market for their
customers. It has also explained about marketing plan of ASDA in which new organic fruit juices
will be launched by them for which they are using e-marketing as their promotional strategy. It
also discussed about various factors which are included in this plan such as market research,
competitive analysis, setting budget, etc. which helped in achieving their objective. In the end it
explained about the importance of this marketing plan for ASDA.
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REFERENCES
Books and Journals
da Silva, E. C. and Las Casas, A. L., 2017. Sports Marketing Plan: An Alternative Framework
for Sports Club. International Journal of Marketing Studies. 9(4). p.15.
Chernev, A., 2015. The marketing plan handbook. Cerebellum Press.
Byrd-Bredbenner, C. and et.al., 2017. The marketing plan and outcome indicators for recruiting
and retaining parents in the HomeStyles randomized controlled trial. Trials. 18(1). p.540.
Fine, S. H., 2017. Introduction to social marketing. In Marketing the Public Sector (pp. 1-12).
Routledge.
Paley, N., 2017. How to Develop a Strategic Marketing Plan: A step-by-step guide. Routledge.
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit from
them. John Wiley & Sons.
Strauss, J. and Frost, R. D., 2016. E-marketing: Instructor's Review Copy. Routledge.
Tanner, J. and Raymond, M., 2015. Principles of marketing. University of Minnesota Libraries
Publishing.
Le, T., 2016. B2C marketing plan: focusing on camera product category for Le Bao Minh Joint
Stock Investment Company.
Al-Dmour, H. and et.al. 2016. Factors affecting the effectiveness of cause-related marketing
campaign: moderating effect of sponsor-cause congruence. International Journal of
Marketing Studies. 8(5). p.114.
Strandvik, T. and Heinonen, K., 2015. Essentials of customer dominant logic. The Nordic
School, Service Marketing and Management for the Future. pp.111-127.
Chen, Y. and et.al., 2015. Linking market orientation and environmental performance: The
influence of environmental strategy, employee’s environmental involvement, and
environmental product quality. Journal of Business Ethics. 127(2). pp.479-500.
Online
How to Conduct Customer Analysis and Customer Segmentation. 2016. [Online]. Available
through: <https://www.brandwatch.com/blog/how-to-write-customer-analysis/>.
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Marketing Planning: Importance, Benefits and Characteristics. 2017. [Online]. Available
through: <http://www.yourarticlelibrary.com/marketing/marketing-planning-importance-
benefits-and-characteristics/50832>.
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