Strategic Marketing Plan for Asda: Corporate & Business Objectives

This report provides a comprehensive analysis of Asda's strategic marketing plan, focusing on its corporate and business objectives. It begins with an introduction to strategy, differentiating between corporate and business strategies, and then delves into Asda's corporate strategy, which sets the overall goals and direction, and its business strategy, which outlines how to achieve short-term goals. The report explores Asda's history, including its founding as Associated Dairies and its subsequent mergers and acquisitions. It then examines Asda's corporate and business objectives, including providing high-quality products at low prices and expanding its business globally. The report applies the SMART objectives framework to assess Asda's goals, emphasizing specificity, measurability, achievability, relevance, and time-bound aspects. The conclusion summarizes the key findings, highlighting the importance of both corporate and business strategies for organizational success. The report references various books and journals to support its analysis. This report is a solution for a Strategic Marketing Planning assignment from Richmond University.

Strategic Marketing
Planning

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
P1 Corporate strategy.............................................................................................................3
P2 Business strategy...............................................................................................................3
P3 History of chosen organisation..........................................................................................4
P4 Asda corporate and business objectives............................................................................4
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Strategy is the one which is able to provide a path to achieve the goal and objective of the
business. There are different strategy like corporate strategy and business strategy which is there
going to be discussed in the report. In this, report there is chosen organisation is Asda which is
multinational company and able to provide high quality product with less price. In this, report
there is discussion about the corporate strategy along with business strategy and SMART
objective of the chosen organisation (Ansoglenang, 2018).
MAIN BODY
P1 Corporate strategy
Corporate strategy refers to the highest strategy which is there in the company and having
highest value which is there able to define the corporate overall goals along with direction of the
company that is there required to have in the company. Corporate strategy is the one which refers
to the continuous process and must have the ability to respond in better manner in relation to
changing condition along with surroundings that is market situation. This is the highest strategic
plan in all over the organisation hierarchically. This corporate strategy is there achieve red by the
organisation that is through the strategic management activities. Asda is the company which is
able to make some corporate strategy which can be fulfil and achieved by the organisation after
many year due to having the long term goal of the organisation. This strategy is long in nature
and having result in long term. This is the one which is able to provide long term result and have
the vision directed towards any organisation or company. It is able to help to determine overall
value of an organisation, able to motivates workers and set strategic goals to achieve them in
better manner. Corporate strategy not only set the goal of the organisation but it also defines the
way through which organisation could achiever that goal. This can help to achieve the goal of the
organisation that is set by the corporate strategy (Næss, 2020).
P2 Business strategy
Business strategy is the one in which some objective is set by the organisation which can
be achieved by the organisation. This is also said to be long term business planning in which
there is need for some time to allocate the resources and to make decision that can help to
achieve the objective of the organisation. Business strategy is the one which is there able to set
the short term goal of an organisation that is there in the company which can help the

organisation to get better Business. They are the one which is able to make the way through
which company can achieve the long term goal in relation to attract high customer base and
strengthen performance of the organisation. Asda is the multinational company and it is able to
create the business strategy which can help to attract high customer base for their product and
services and help to achieve the long term goal of the organisation (Rejoice, 2019).
P3 History of chosen organisation
Asda is a multinational company and was founded as Associated Dairies along with Farm
Stores Limited in year 1949 that is in Leeds. Asda name was occurred in the 1965 when there
was the merger with the Asquith chain that is of three supermarkets along with Associated
Dairies. Asda have the abbreviation which is there of Asquith along with Dairies and often
capitalised. This is the company which is able to increased GEM's £6,000 sales per week and
around £60,000 per week that is in just six months. In 1980 for shot time Asda Stores Ltd was
merger with Asda-MFI plc with two companies (Tjahjono, 2017). After sales of MFI along with
Allied Carpets there was change in the name of company to Asda Group plc. In 2005, there was
amid report which was concerned with the Walmart and was related with alienage in the store of
market. In year 2008 of November, there was published in report that Asda was there to buy
stores of Irish retailer Dunnes. In year 2009, Walmart was sold to Asda for about £6.9 billion that
is to their Leeds-based investment subsidiary that is Corinth Services Limited. This deal were
took place in August and described as the part of group restructuring which means that Asda is
there under the control of Walmart. In May 2010, Netto's UK Operations were bought by the
Asda with there of £778 million. The deal provided the high benefits to the company in
providing the smaller along with more localised stores. In February year 2011, Asda has
announced about the purchase of 6 stores that is from Focus DIY, that was later on converted to
supermarket that year (Viltard and Viltard, 2018).
P4 Asda corporate and business objectives
Objective is the one which is for any of the business or organisation there that can lead to
go through and able to achiever that objective that is there for long time of the business. There is
an Corporate objective for the company and that is to provide high quality of product and
different services to the people in very low cost that is to lead to better and sustainable designed
that is in relation to reduce the environmental impact and to reduce the operation cost that is

there in the world. Along with this, they also like to expand their business in all over the world in
relation to provide their product and services to all people (Tasleem, 2019).
SMART objectives
S- Specific and Stretching
This is the one which is there able to set the objective which is there is specify the
objective that is to be clear about the objective. In relation to this, Asda needs to set the specific
business objective or goal that is to expand the business by 30% that is there to inform the
employee about the how to expand this business. In relation to this, there is need to inform and
state the objective in better way that how to expand the business through which there is a better
expansion with effectively goal achievement. There is a corporate strategy which is that Asda
want to sell their product to all over the world with high quality and least price by 5%. In relation
to this, company needs to inform about all the information through which employee and the
management and different function is able to achieve the objective (Chang, 2019).
M- measurable
In this, there is need to have the goal or objective in measurable which is regarding that
how much to expand the business and how much to deliver the product to whom? This is the one
in which there are many of steps and how much to expand the business in the organisation to
achieve the objective of the company. In this objective should be there in the qualitative or
qualitative. In this, there is business strategy is that to expand the business by 30% which is
clearly provide the data regarding the expansion objective of the company. In context to
corporate strategy Asda have the objective to sell their product in all over the world by 5% with
less pricing. There is need to complete the objective within time and have the satisfactory to the
consumers.
A- achievable and agreed
This is the one in which the set objective should be enough that it can be achievable for
the organisation. In context to Asda, there is need to corporate strategy is the one which seems to
be hard to achievable but by using the right strategy that can be achieve with effective manner.
There in relation to business strategy there is need to achieve the expansion objective and that is
continue with effective manner. This can be seen by anyone and there is high expansion of the
organisation there in all over the world.
R- relevant

This is the one which should be relevant to the organisation and having the ability to
achieve that objectives within set period of time. In context to corporate strategy, Asda is able to
set the objective which is regarding to reduce the operation and production cost. There is also for
the business strategy which is there for expand the business in relation to have the information
about the expansion process to the employee so that they can work with that ability to achieve
the objective of the organisation.
T- time bound
In this smart objective there is need to have the information about the time period that
this corporate strategy to sell the high quality product to the customer at lower price and this
objective should be achieved by the Asda by year 2030. To achieve the business strategy, there is
need to set the time for the expansion of the business to the company that is regarding the
expansion within 10 years (Gorostidi-Martinez, 2017).
CONCLUSION
From above discussion, it can be concluded that there are different strategy which
corporate strategy the business strategy which is for same organisation and have different
pathway to achieve that objective in effective manner. In this, report there is discussion about the
corporate strategy, business strategy and brief history of organisation with their SMART
objectives.

REFERENCES
Books and Journals
Ansoglenang, 2018. Conceptual Tools for Building Higher Education Institutions Corporate
Image and Reputation. American Journal of Educational Research and Reviews, 3,
pp.28-28.
Næss, 2020. Corporate greenfluencing: a case study of sponsorship activation in Formula E
motorsports. International Journal of Sports Marketing and Sponsorship.
Rejoice, 2019. Relationship between Corporate Image and Competitive Advantage in Mobile
Telecommunication Industry in Nigeria. European Journal of Innovative Business
Management, 3.
Tjahjono, 2017. The role of corporate reputation moderation of banking services. Polish Journal
of Management Studies, 15.
Viltard and Viltard, 2018. Corporate University: An implementation case analysis, in Argentina.
Independent Journal of Management & Production, 9(4), pp.1235-1253.
Tasleem, 2019. Impact of technology management on corporate sustainability performance.
International Journal of Quality & Reliability Management.
Chang, 2019. The strategic view and development of corporate social responsibility: the case
study of Samsung. International Journal of Strategic Decision Sciences (IJSDS), 10(1),
pp.105-130.
Gorostidi-Martinez, 2017. Corporate political strategies: a contemporary literature review.
Journal of Advances in Management Research.