Marketing Process, Stages, and Strategies: ASDA Case Study Report

This report provides a comprehensive analysis of ASDA's marketing strategies. It begins by defining marketing and its application within ASDA, a major British supermarket retailer. The report examines the marketing process, including situational analysis and marketing strategy, and details the stages of marketing orientation: production, product, sales, and marketing. A significant portion of the report is dedicated to ASDA's marketing mix, encompassing product, price, place, promotion, process, people, and physical evidence. Furthermore, it explores the importance of marketing activities, such as creating customer value and creating the need for products. The report concludes by discussing stakeholder engagement, its impact on marketing, and the engagement required from stakeholders, highlighting its significance for project success and organizational goals. The report uses multiple sources to support its findings.

Marketing

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INTRODUCTION
Marketing defined as a set of tool that is being used by the enterprise in order to foster
selling and buying of products as well as services. It includes promotional activities, selling and
distributing activities of products to consumers and other business. ASDA is one of the biggest
British supermarket retailer headquartered at West Yorkshire. They are in more than 633 locations
and having 1,65,000 number of employees. This report contains the process of marketing, stages of
marketing that is production oriented, product oriented, sales oriented and the marketing orientation.
This report also contains the marketing mix of Asda and having different strategies used by the
company.
TASK 1A
1.
ASDA opens largest store in the retail industry and it is being expected to open one of the biggest
store in UK presently they are operating in 633 locations having the products that is grocery,
general merchandise and financial services. Marketing in the retail sector which creates the demand
of product in order to increase the sales and number of customers. It is the activity through which
company owners is being enhance the demand of product by promoting the product and service
with high quality in their goods and services to enhance the revenue and the sales from the
customers.
Process of marketing in Asda are: Marketing concept identify the needs of customer by analysing
the market through different marketing activities. Process of marketing in Asda is done on the
sequence steps: situational analysis analysed in identifying the opportunities that which types of
product consumer wants, identify the best pricing and promotional activities in order to attract the
customer according to the different market segmentation.
Situational Analysis: In this the firm find itself as on the basis of identifying the opportunities so
that they can ultimately satisfy the needs of customers. Company must understand their own
capabilities as well as the environment in which they are operating (Sinapuelas, Wang and
Bohlmann, 2015).
Marketing strategy: It is the best step in which the company satisfy the unfulfilled needs of
customers, it is the strategic plan for pursuing the opportunity that can be developed and it will
provide the specific market information that select the target segment of market.
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Marketing mix decisions: These are being made on the basis of controllable parameters of
marketing mix helps to identify the competitive advantage by implement the best pricing,
promotional, and distribution activity in the business. (Blok, Hoffmans and Wubben, 2015).
control and Implementation: marketing plan is being evaluated and make the new product which
is being launched and in this the methods efforts is being closely monitored . The marketing process
need to continues monitoring to identify the actual performance of new product so is not end with
the implementation.
Stages of marketing in Asda are:
Production Orientation In this all the efforts is on producing goods and services as all the efforts
is devoted towards high efficiency of products, this may lead to ignorance of customer needs and
wants the company to be into mass production of standard items. This method is best suited for the
environment where the demand is more than supply. It concentrates on increasing production,
reduce the cost and make the revenue through demand volume.
Product Orientation This stage is about that good quality products 'sell themselves', companies are
concentrating on improving as well as controlling of quality and last there is having the greater
profit through increased sale due to quality of products. Problem from this approach is that not all
the customers want and can afford superior quality of product as this approach focus on product
living out customers (Sinapuelas, Wang and Bohlmann, 2015).
Sales orientation This stage is describe the . Many times as the over capacity of stock is being may
lead to fall in demand due to depression. Key issues are high level of production customers are
considered as reluctant to purchase and need to be coerced in buying.
Marketing Orientation In this Asda, do the planning and decision making that is being revolved
around the customer needs and wants. It satisfies the needs of customers by performing the co-
ordinated set of activity that includes actions as well as functions of all employees of company.
Marketing mix of Asda
Production It is the first element that begins the discussion on marketing mix of company by
having their products and services. It provides the wide variety of products that includes the fresh
food, clothing, grocery, entertainment goods etc. customers can also buy the fresh, chilled and the
frozen food as well also contains the health and beauty products and many more from Asda.
Company is also having the financial services, travel insurance, travel money.
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Price Asda is having the agenda to offer the products at low rates to their consumer. It is being
committed that to provide the outstanding value to the customers for across the money to its entire
range of food, general merchandising and clothing. They assure that they are even cheaper than
Tesco if not they will give the difference (Sierra‐García, Zorio‐Grima and García‐Benau, 2015).
Place The distribution channel of Asda is two main channels which is online as well as offline.
The company is having the 525 stores across the UK and having the range of store format that is
super centre, superstores, super markets and the petrol filling stations. Super centres are the largest
centres that offers the extended range of food and non-food items that are supported by the
concessions that are food service offer, hair dressers etc.
Promotion Asda do the promotion of its products through television, newspaper and also they
can use the online marketing in order to promote the product in all over the world. Company using
the different promotional activities like sales promotion and provide the discount vouchers in order
to attract the customer also gives the buy 1 get 1 free offers and other special offers to attrect the
customer.
Process - The process of Asda is that they contract with supplier and obtain the materials and make
the effective product in order to increase the sales. Therefore, Asda safely maintained produce for
their customer in the shelves. Customer can easily buy product and make the payment on the
payment desk and also they can use the machine for make payment. On the other side, customer
take advantages because firm can provide their service for 24 hours.
People In Asda 1,60,000 people is being working and it offers both on -the-job training and off-
the-job training to develop the employees at all levels. In order to appreciate the hard work to its
employee’s company pays the extra amount for the unsociable hours. Company also offers the
members of staff that is having higher wage in exchange for new contract and also introduce unpaid
breaks (Kitchen and Burgmann, 2015).
Physical Evidence It is the last stage of marketing mix. Physical evidence of Asda contains and not
limited to its stores, machinary, website as well as brochures. Website of Asda is easy to use and
fantastic in its look.
2.
Marketing is the set of activities that creates message and information regarding the product
and service and communicating the message in the effective format. Marketing is being having
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many forms that includes press release, advertisement and communication from clients having the
different techniques to increase the sales. it is essential because it helps to attract the customer
create interests in offerings. Asda store is launching the new product or services in its store than the
objective of company is to announce about that new product and services and make the excitement
among potential users about the uniqueness of its product and their role is to find most exciting as
well as innovative way to get out the message out in the market and can be able to reach out to the
ultimate consumers (French and Russell-Bennett, 20150.
Providing the best product to consumers
enterprise which are offering branded product with good quality increases customers value
of their differencing to their customer through giving the huge advantages even that exceeds the
high cost. Once the marketing has created that their products are of high quality than they are ready
to get things on high prices as it also changes the mind of customers.
Provides the consumers at low cost
Asda can choose to focus to their efforts in providing the reliable product at reasonable
price. As the low price helps the company to increase its value of offering to its customers even if
they are weighted against the low benefit. For example, if the Asda place the high value products to
their customers by offering at low cost than they will be receiving the consistent customers (Ferreira
and Ferreira, 2018).
Creating the need
Facts about the product is important, marketers help the consumer to understand that why
they need the new product, as there are having many stores that are opening like Asda but the
marketing department is having the job to help customers and make them believe that the company
is best in fulfilling their needs. These elements can create the need for the user.
3.
Stakeholder engagement is one of the key to project and programme success. The effective
engagement helps in translating the needs of stakeholder into organisational goals and it also creates
the basis of effective strategy development. Motivation helps the group of stakeholders to arrive at
the decision and ensure the investment in meaningful outcome stakeholder engagement and
stakeholder management is arguably one of the most important ingredients for successful delivery
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of project and they are often regarded as the fringe activity that can be outsourced for the business
as usual functions. Stakeholder engagement impact on marketing activity:
Relationships are key
evaluating the relationships it helps to enhance trust. As high trusted employees work
together with more easy and effective way. doing the effort to recognize and building good
relationship with stakeholders' as it can enhance the confidence across the project environment,
minimise the uncertainty and speed the problem solving as well as decision making (Fan, Lau and
Zhao, 2015).
Clear and consistent communication
To make the project successful all the party need to understand the proper procedure and
activity which aids to meet the objective of the firm. Therefore, clear two way communication
reduce the level of misunderstanding and it is effective way to solve the problem relates to product
and services. Thus, sharing the reliable information with customer and stakeholders it can help to
build the trust and helps to engage with people. On the other side, company take suggestions for
their stakeholder that which types of strategy will suits in the organization and firm can consider it
in decision making.
Outline the engagement required from stakeholders
stakeholder engagement is being needed for the organization because they are the reason
who enhance the company value. Therefore, consult with stakeholder is necessary because they
provide the best ideas and give advice and feedback to organification for future expansion. On the
other side a continues conversation plays an important role in decision making. Thus, high
engagement requires resources and time. It describe the stakeholder expectations and it can
increase the disappointments among the people if the company views are not meet to requirements
of stakeholders.
Build the project around the engagement
varies assessment being fail when firm not take any advice from their stakeholder because
many stake holders cannot satisfied with the decision as result they live the organization. Therefore,
organization recognised the people as an internal process of organization in order to enhance the
Market share of the firm. On the other side, Stakeholder engagement is the key of success that aids
to build the performance of the firm because when stakeholders are satisfies so they enhance their
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involvement and gives the fresh ideas to organization in order to generate revenue and sales.
Therefore, It allows the proper timing and designing to involve all the stakeholders such as
employees, suppliers, customer, shareholders to discuss understand and internalise each project
milestone in the process (de Leeuw and et.al., 2016). parties who nit clearly analyse the process and
having the difficult time in remaining engaged and move to desire direction later.
Take the responsibilities
stakeholder engagement is essential requirement for every organization this is not only job
of top manger it relate with each employee and stakeholder. Thus, a better communication helps to
sharing the ideas with each other that helps to meet the requirements of stakeholder as they trust
on the brand.
TASK 1B
In the business, marketing is one of the important actions that helps in creating the brand
awareness and also place the products in front of having the prospects. As the tactical
communication tools are being conveyed from one command to another. The purpose of marketing
is to sell and promote as well as spread the awareness regarding the service and product. Marketing
is considered as creating the strategy and awareness by communicating through this modern terms
such as advertising, promotions etc.
Tactical communication tool used to generate the awareness in marketing are ;
Social media marketing
In this era this is the most familiar mode, as companies, brands and the organisation flood
the daily social media by the visual and video ads, viral content and the posts that is an effort to earn
the comments like shares, re-tweets and more (Blok, Hoffmans and Wubben, 2015).
Promotions
While sending the message by using the resources and their result is often being classified as
promotion. Traditional method in creating the promotions include in-store signage and point of
purchases displays, free samples, leaflets, brochures etc. the goal of the promotion is to increase the
sales by increasing the awareness of brands in the mind of customers.
Advertising
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It is highly prevalent marketing tool of communication as it is used to get the message
efficiently and message to large audience. Companies can use the number of different types of
advertising that includes magazine, newspaper, television, radio and the advertising on internet.
Most effective way usually use this general formula of AIDA that is attention, interest, desire,
action.
Public relations
It is the marketing communication tool that is being helps the company to ensure positive
public image, it is one of the largest online business resource. Goal of public relation is to help the
consumers in better understanding of the company as well as its product. Public relation also
includes the public appearances like interviews, press release and the sponsorships of major sporting
events (Ashley and Tuten, 2015).
As per my view all these above are the strong communication tool that is being used by the
company to generate the awareness among the minds of customers. This tools are also used to
promote the products and services of company. I view that by using the combination of these tools
they may prove the strongest ways to go in the minds of customers and build the image in the
market. As per my view this is one of the best way for the company to use this above tools while
launching any new product and services by the company as the above communication tools are used
to build the particular image in the eyes of customers and make them introduce without coming
them into the store, this helps the company to increase the sale s even on the other aspect as they
attract the customers by different modes of communication as the above tools are being proved to
increase the sales and ultimately help the company to earn more revenue (Fan, Lau and Zhao,
2015).
CONCLUSION
From the above report it is being summarised that this report is explaining the process of
marketing as it helps the company to identify the opportunities on this behalf marketing strategies
are being formulated, on that basis decisions were made and in the end results are being monitored.
This all were done in the four process that is decisions, implementation and control, marketing
strategy, situational analysis. This report also elaborates the different communication tools that is
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being used in the awareness of marketing are advertisement, promotions, social media marketing
etc.
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REFERENCES
Books and Journals
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory study
of branded social content and consumer engagement. Psychology & Marketing. 32(1).
pp.15-27.
Blok, V., Hoffmans, L. and Wubben, E.F., 2015. Stakeholder engagement for responsible
innovation in the private sector: Critical issues and management practices. Journal on Chain
and Network Science. 15(2). pp.147-164.
Boateng, H. and Agyemang, F.G., 2015. The effects of knowledge sharing and knowledge
application on service recovery performance. Business Information Review. 32(2). pp.119-
126.
de Leeuw, S and et.al., 2016. Trade-offs in managing commercial consumer returns for online
apparel retail. International journal of operations & production management.36(6). pp.710-
731.
Fan, S., Lau, R.Y. and Zhao, J.L., 2015. Demystifying big data analytics for business intelligence
through the lens of marketing mix. Big Data Research. 2(1). pp.28-32.
Ferreira, J. and Ferreira, C., 2018. Challenges and opportunities of new retail horizons in emerging
markets: The case of a rising coffee culture in China. Business Horizons. 61(5). pp.783-796.
French, J. and Russell-Bennett, R., 2015. A hierarchical model of social marketing. Journal of
Social Marketing. 5(2). pp.139-159.
Kitchen, P.J. and Burgmann, I., 2015. Integrated marketing communication: making it work at a
strategic level. Journal of Business Strategy. 36(4). pp.34-39.
Sierra‐García, L., Zorio‐Grima, A. and García‐Benau, M.A., 2015. Stakeholder engagement,
corporate social responsibility and integrated reporting: An exploratory study. Corporate
Social Responsibility and Environmental Management. 22(5). pp.286-304.
Sinapuelas, I.C.S., Wang, H.M.D. and Bohlmann, J.D., 2015. The interplay of innovation, brand,
and marketing mix variables in line extensions. Journal of the Academy of Marketing
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