Asda's Marketing Environment: PESTLE, SWOT, and Marketing Mix Analysis

This report provides a comprehensive analysis of Asda's marketing strategy, employing PESTLE and SWOT frameworks to assess the external environment and internal capabilities. It delves into the marketing mix (7Ps), examining Asda's product offerings, pricing strategies, distribution channels, promotional activities, people, processes, and physical evidence. The report also reflects on the development and application of sales and negotiation skills within the context of Asda's operations, highlighting their importance in customer relationship management and achieving business objectives. Recommendations are provided to further enhance Asda's marketing effectiveness and overall business performance, emphasizing the importance of promotional activities and pricing strategies in attracting and retaining customers while maintaining a competitive edge in the UK supermarket landscape.

INDIVIDUAL REPORT

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
PESTLE AND SWOT ANALYSIS............................................................................................1
DISCUSSION AND ANALYSIS OF MARKETING MIX.......................................................4
SALES AND NEGOTIATION SKILLS....................................................................................5
RECOMMENDATIONS............................................................................................................6
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing department play a significant role in advertising the business operation and
mission of an organisation. It express as a face of the company, coordinating and producing all
frameworks that represent the business. The main role of marketing is to get the customer
attention so that firm enjoy large sales and profitable results. It also lower the risk of taking the
next step by taking tactical decisions using elements of marketing mix (Ozanne and et. al., 2021).
To conduct this report effectively Asda is to be undertaken that is a leading supermarket
organisation in UK. It deals in variety of products such as foods, clothing, tableware etc. it was
founded in 1949 where around 165000 employees are working. This report involves PESTLE
and SWOT analysis that so that company marketing environment is to be effectively analysed.
Further use of marketing mix elements are presented below that is completed with the use of
sales and negotiation skills that is generated at the time of involve in management course.
MAIN BODY
PESTLE AND SWOT ANALYSIS
Pestle analysis
In present business scenario, competition has maximised and for this manager emphasis
on divide strategy to gain competitive edge within marketplace. In order to measure the
competition it is crucial for business entity to examine macro factors so that effective strategy
related to develop sales and profits are build properly and efficiently (Leban and Voyer, 2020).
To examine macro environment Asda adopts the use of pestle analysis that includes six
dimensions that covered political, legal, social, technological, environmental, economical
dimensions. Pestle analysis defines as a strategic tool that is used to recognise the macro
environment properly that impact operations of company. In context of Asda, it is presented
below:
Political Factor
 As UK is open minded
country where
government implement
favourable policies to
protect investors.
Economical factor
 There are various
aspects fall under this
dimensions such as
interest rate, inflation
rate, tax regimes etc.
Social factor
 This factor includes
taste, preferences,
demographic factors
etc. Changing lifestyle
of people influence
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Hence, it is political
stable country that
promotes growth of
business. Therefore it
create a great
opportunity for Asda to
expand their business
effectively (Patel and
Feng, 2021). But due to
Brexit, major
fluctuation done in
currency value, due to
which buying raw
material from other EU
country is likely to be
curtailed.
These aspects impact
operations of Asda. For
example- due to
effective growth in
economy of UK,
customer spending
power is increased as
they are able to buy
products from Asda.
As the demand of
financial services that
Asda offer also
developed. This shows
that due to effective
economic condition of
country customer
spend more and it
influence positively the
buying decisions.
company sales and
profits. For example- in
UK preference of
customers related to
food products have
changed as they now
prefer organic or vegan
food rather than junk or
artificial flavour foods.
This impact positively
on Asda to enhance the
sales by offer quality or
organic food products
to customers.
Technological factor
 In present world,
technology become a
key element in
operation of business.
Hence it maximised the
use of advertising, e-
marketing,
communication etc. To
gain high market share
and growth
management of Asda
Legal factor
 It is essential factor
that represent laws and
regulation which are
imposed by
government of UK for
welfare of employees
so that they treat
employees effectively.
In context of Asda,
management adopts
equality law, health
Environmental factor
 In modern society,
people are highly think
about environmental
sustainability practices.
In terms of Asda, they
adopt environmental
sustainable practice
such as eliminate the
use of plastic in
producing and
packaging of products
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emphasis on take Asda
direct and clothing
business online
because it provides a
platform to Asda to
easily connect with
customers and
understand their needs.
This make Asda
operations efficient and
effective.
and safety law to
working employees so
that they are satisfied
with the working
atmosphere and
emphasis on
completing the targets
proficiently. This helps
Asda to generate more
profitable results
within marketplace.
and services, use
sustainable resources
so that customers are
satisfied and company
generate more
profitable results
(Balayar and Mazur,
2021).
SWOT analysis
In context of Asda, SWOT analysis presented below:
Strength Weakness
 The main strength of Asda is a huge
range of product and services that they
offered to their customers. Asda has
around 25 distribution centres within
UK.
 Although company have excellent
marketing campaign that assist its
services and customer delight.
 Strength of Asda has clear aim to
reduce environmental impact of their
operations due to which they attain
high profitable results.
 Major weakness of Asda is that
company have limited prsence in global
market as compared to their rival firms.
 Another weakness of Asda is that the
company is not effectively financial
stable because of millions of debt this
impact negative on their operation (Jia
and et. al., 2021).
Opportunities Threats
 The main opportunity of Asda is that it
mainly emphasis on expand their
 Due to number of competitors present
in the marketplace Asda face high
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business operation in many new areas
such as jewellery, pharmacy etc.
 Acquisition of number of smaller
companies with Asda creates
opportunities for Asda to maximise the
business operation.
 Company long term sustainable goals
creates opportunity for business
growth.
threat in their existance.
 Consistent price cut by the rivals of
Asda creates threats on the sales and
profits of business.
DISCUSSION AND ANALYSIS OF MARKETING MIX
Asda is a second largest supermarket company in UK that has around 600 stores in all
over the UK that is a part of Wal-mart family since 1999. In Asda, around 145000 employees are
working who are working to serve 18 million customer shopping in the stores of Asda every
week. To effectively understand the analysis of Asda, marketing mix is very prominent tool that
includes 7 Ps which are presented below:
Basis ASDA
Product It is a essential element that represent the product that company offers to their
customers for gaining profitable results within marketplace (
Marketing mix of
ASDA, 2025). Asda provides variety of products to customers that involves
fresh foods, clothing, home leisure, drinks, beauty products, laundary
households, entertainment products and many more. The company also offer
financial services such as travel insurance, personal loans etc.
Price Asda is a company that offer low cost pricing strategy to sell their products
and services to customers. The company values the worth of money of
customers across entire range of food, clothing and many more merchandise
offerings. The company also follows the price guaranteed system in which
they said that if they sell their products on high cost as compare to any grocery
stores such as Tesco, morrisons, Waitrose etc. than they give the different
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amount to customers on guaranteed basis.
Place Company like Asda has around 600 stores in all over the UK and they use two
types of distribution channel i.e. online and offline channel to attract large
base of customers and this will develops loyal and long lasting customers of
organisation. This helps in earning high profitable results in marketplace.
Promotion Asda adopts the use of traditional and online form of promotional tool to
advertise their products and services to customers. In this they adopts the use
of television, newspaper, brochure, social media applications ( Facebook,
Instagrams).
People There are around 145000 people are working in Asda in all over the UK where
Asda have its own presence. In this company appreciate their workers to work
effectively by pay extra so that they are satisfied with the working.
Process Asda adopts the use of Self-service process where customer use e-machine to
pay payments. This save the time of employee and customers and retain both
with the organisation for longer time period.
Physical
evidence
The physical element of Asda is their stores, logo of brand that help people to
identify the Asda products in crowd.
SALES AND NEGOTIATION SKILLS
I am glad to understand the sales and negotiation skill within the module because it helps
me in handle the customers and communicate the features of products and services in prominent
manner. There are various sales and negotiation skill such as
confidence (useful to maintain
positive attitude), Resilience (communicating with conviction), Active listening, expectation
management etc. all these skills that I have developed during my module learning helps me to
work in Asda and attract large base of customers. By using active listening skill I effectively
listen the customers needs and problems and due to proper communication skill I can properly
deliver the product features and solutions which the customer face. It is useful to maintain the
customers-organisation relationship in effective and prominent manner. Communication is useful
to build trust of customers and this is an effective sales skills that I have gained during the
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module. In this my strength i.e. confidence helps me to maintain the positive attitude in me due
to which I effectively encourage my team mates to build confidence so that Asda enjoy more
profitable results within marketplace. Having an skilled expectation management within Asda I
can effectively manage and organise the balance between a firm negotiator and a collaborative
one that is essential to maintain brand image within marketplace. All these skills i.e. sales and
negotiation skills are very helpful for me to market the products and services and build strong
relationship with customers so that firm enjoy large growth.
RECOMMENDATIONS
There are various recommendation in relation to market products and services of Asda
due to which firm overall objectives are attained in prominent manner. Several recommendations
are presented below:
 Using promotional element of marketing mix, Asda effectively market their products and
services that helps in attracting large base of customers (Chernev, 2020). It is done with
the good communication because by this company effectively deliver the new product
and service to buyers in prominent manner. Due to this company overall objectives is to
be attained.
 By using effectively pricing strategy company market their offerings to customers and it
helps in achieving the objectives of Asda i.e. become a leading superstore in UK.
CONCLUSION
From the above report it is to be concluded that marketing, sales and negotiation skills are
very essential for a business to gain high growth and longer sustainability. Therefore in this
various aspects are included that are useful to market the products and services in an appropriate
manner. This elucidates Pestle and swot analysis that helps in developing the strategy related to
attracting customers on products and services. Further the marketing mix is useful to take tactical
decisions where negotiation and sales skills are used. To attract customers product, price, place,
promotion are highly essential because without it no customers are attracted towards company
offerings.
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REFERENCES
Books and Journals
Balayar, R. and Mazur, R., 2021. Women’s decision-making roles in vegetable production,
marketing and income utilization in Nepal’s hills communities.
World Development
Perspectives. 21. p.100298.
Chernev, A., 2020.
The marketing plan handbook. Cerebellum Press.
Jia, F. and et. al., 2021. Curbing opportunism in marketing channels: The roles of influence
strategy and perceived fairness.
Journal of Business Research. 131. pp.69-80.
Leban, M. and Voyer, B.G., 2020. Social media influencers versus traditional influencers: Roles
and consequences for traditional marketing campaigns. In
Influencer Marketing (pp. 26-
42). Routledge.
Ozanne, L.K. and et. al., 2021. Enabling and cultivating wiser consumption: The roles of
marketing and public policy.
Journal of Public Policy & Marketing. 40(2). pp.226-244.
Patel, P.C. and Feng, C., 2021. LGBT Workplace Equality Policy and Customer Satisfaction:
The Roles of Marketing Capability and Demand Instability.
Journal of Public Policy &
Marketing. 40(1). pp.7-26.
OnlineMarketing mix of ASDA, 2025. [Online]. Available through:
<https://howandwhat.net/marketing-mix-asda-asda-marketing-mix/>
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