Digital Business Management: Asda Consultancy Report on CRM

This consultancy report examines the digital business management practices of Asda, a major UK supermarket chain, focusing on electronic Customer Relationship Management (CRM). The report evaluates the importance of e-CRM and consumer presence analysis in enhancing customer interactions. It explores operational, analytical, and collaborative CRM strategies, along with the impact of e-commerce and digital platforms. The analysis includes the application of the Ansoff matrix, covering market penetration, market development, product development, and diversification strategies. The report recommends actions to improve CRM through customer engagement and promotional strategies, especially in the context of online shopping. It concludes that digital technology significantly impacts business management and suggests strategies for Asda to maintain and enhance its market position.

Consultancy Report Template
Project background and Objectives
Digital business management use the techniques and methods to build the new term of values and the
concept of business to support the effective functions. It involves the digital brands and the technologies
in business (Arya, 2018). The management consider in this report is Asda. It is a British supermarket
chain at headquartered in England. The organisation was founded in 1949 and at present time it termed
to the second largest supermarket chain in UK.
Objectives
 To evaluate about the importance of Electronic consumer relationship management within the
firm.
 To investigate about the role of Consumer presence analysis in creating better interaction with
customers.
Research questions
• what the main need and importance of the Electronic consumer relationship management
within the firm?
• How a crucial role is being played by the Consumer presence analysis in creating better
interaction with customers?
Methodology
With respect to current study use of secondary sources of information has been made for
collection of data. The use of online article, journals and other digital form of information has
been made to effectively analysis and accomplish set objectives.
Research / analysis results
Electronic consumer relationship management
Consumer relationship management deals with the managerial operations in terms of their consumer’s
potentials, team members, vendors and others in the business. The basic objective of Asda is relating to
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consumer relationship software is to facilitate the business goals and behaviours to serve them well-
mannered things. Asda have resulted to the higher consumer satisfaction with the mannered high
retaining rates. It has been divided into various sort of categories:
Operational CRM: It is the primary function of consumer resource management that includes the sales,
marketing and services. It has been termed that consumer can be the problem solver in business. It
helps the business of Asda to automate the procedure of the sales services to boost up the sales as
effectively. The operational consumer relationship management system has designed to help their
consumer to respect to achieve better satisfaction section (Cheney, and et. al., 2019. The management
of Asda are already able to process the leading terms for predicting the qualification manner. Asda
supports their consumers to organise their actions and profile. The company also provide the benefits of
lead counting for automating the sales, marketing and the services.
• Analytical CRM: The analytical consumer relationship management can also set the
integrates terms to invoice the software for generating the reports to have detailed the ratio of
the cash flow. It will also get updates the source of information of the consumers by
maintaining their view point and considering of the performance. Asda is also capable to track
their details of their consumers and support them.
• Collaborative CRM: It involves the organisation sales, consumer technical support, external
stakeholder, vendors and suppliers and distributors. Asda concentrates on their targets as
effectively and straightforwardly and that is important for them in marketing terms to provides
them approximately sales team in the manner of their reports.
Consumer presence analysis
E- commerce is the digital platform in which company sells and target their audience through
digital media and electronic media. They make updates on their company website so by this they can
able to communicate and conversion with the customers in effective manner. Digital customer
relationship management is the process of communicating and interacting with the customer through
effective manner and can solve their problems and issues (Daigle, 2021). As customer relation
management helps the company in knowing their interest and preferences. There is a theories which
helps the company in interacting better with the customers. This is communication mix:
Advertising: As Asda company promote its brand and products thorough advertising at the digital
platforms so that they can make updates to the people and related with the company and digital
platforms.
Sales promotions: Now a days company is doing sales promotion on their online websites to attract
customers towards their brand and products and services. Sales promotion can be created by the
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company for limited time period in order to sell there products and services at lower cost. Asda company
includes sales, gift, prizes and product samples (Gay, 2021). Sometimes company provides loyalty cards
to the customer so that they can purchase their products and services at lower prices.
Direct mailing: As after the visits of customers in their stores, company take feedbacks from the people to
how they feel about the products and services. Direct mail helps the company in getting feedbacks from
the customers and solving their issues and problems. This can create impact on e- commerce in order to
make certain changes and improvements in the business and their activities.
Ansoff matrix: As the Asda is one of leading supermarket retailer in UK. Ansoff matrix is referred as the
strategic marketing planning that provide various opportunities to the respective organisation to enhance
its revenue and developing business activities through producing new products and services through
tapping then into new market. Respective model facilitates the Asda to take various sustainable
competitive advantages as compared to its respective competitors. There are four factors are included in
this model that are utilise accordingly and lead the organisation towards success. All dimensions are
discussed below:
Market Penetration: Asda apply market penetration strategy through promoting its existing
product in existing market. In order to enhance market share and customers base respective organisation
open various stores in same market place. Asda offers various discounts, promotions and other activities
in order to enhance the sale of product and ensure market as well as customer reach (Gikandi, 2021).
Asda creates various barriers to stop new entries or competitors that distribute the market profitability
level effectively. All of above measures help the respective organisation to enhance the sales as well as
profitability ratio in the current market.
Market development: The strategy of market development is related to the promoting and
providing existing product in new markets. There are various strategies are implement by their Asda to
stores in new locations and enhance market share. Respective organisation ensures that each of its
stores covers a certain region effectively and provide them better quality products and services them its
competitor. It opens its stores outside the United Kingdom in order to gain global market share.
Product development: Product development is referred as the process of launching new product
in existing market place. Asda implement various strategies such as ensuring its expansion through
launching new product. On regular bases respective organisation includes new products in its stores in
order to attract potential customers and retain them with organisation (Paduraru, 2020). It includes
various new products like gas station selling petrol’s as well as money exchange services and many
more that facilitates the organisation to boost sales and profitability.
Diversification: Diversification is related to the providing different product then competitors that
includes various new features and qualities that attract customers. As the Asda provides various
diversified products in its product line. It horizontally diversifies its product range by adding customer
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electronics, sports, shoes and manna more. It requires the high investment as well as enhance
organisation's profit.
Recommended actions
It is to be recommended that customer relationship management can be improve in Asda company
through engaging customers more with the company products and services. By getting online company
will be able to sell their products and service to the customers in effective and interact them towards their
brand. To gain competitive advantage in the market, company should have to make effective promotional
strategy in order to complete its business objectives and goals. It is recommended that there are various
customers who are looking for online shopping at the time of covid 19, for this company is engaging
customer towards their brand. And this will increase them to helps in gaining competitive advantage and
increasing in their profitability.
CONCLUSION
From the above report it has been concluded that, digital technology is having a dramatic impact on the
management of business world. The company are setting their ratio in real time to offers their holders the
plan of actions and can also improve their course of lines in the field of market.
Reference
Books and Journals
Arya, A. and Mittendorf, B., 2018. Bricks-and-mortar entry by online retailers in the presence of
consumer sales taxes. Management Science, 64(11).pp.5220-5233.
Cheney.A. and et. al., 2019. Perceptions of Presence and Community in Immersive Online Learning
Environments. In Emerging Technologies in Virtual Learning Environments (pp. 116-131). IGI
Global.
Daigle, D.T. and Stuvland, A., 2021. Social Presence as Best Practice: The Online Classroom Needs to
Feel Real. PS: Political Science & Politics, 54(1).pp.182-183.
Gay, S., 2021. TAKING CHARGE OF YOUR ONLINE PRESENCE. Physician Leadership
Journal, 8(1).pp.75-78.
Gikandi, J.W., 2021. Enhancing E-Learning through Integration of Online Formative Assessment and
Teaching Presence. International Journal of Online Pedagogy and Course Design
(IJOPCD), 11(2).pp.48-61.
Paduraru, A.M., 2020. Ever-increasing relevance of online presence for business companies: an
improvement proposal for Transportes Franpama SL.
Record of Activity
Following Gantt Chart is presenting record of the activity:
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Activities 1st
week
2nd
week
3rd
week
4th
week
5th
week
6th
week
7th
week
8th
week
9th
week
10th
week
11th
week
12th
week
13th
week
Selection of
research topic
Developing
aims and
objectives
along with
framing
research
questions with
regard to topic
Drafting
research
proposal.
Performing
literature
review with the
development of
themes.
Assessment
along with
selection of
research
methodology
Forming
questionnaire
consisting of
both close
ended and
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open-ended
questions.
Collection of
data through
questionnaire.
Analysing the
collected data
Drawing
conclusion.
Recommending
various
strategies for
resolving issue
regarding
demotivation.
Arranging
report in a
structured
manner.
Consultation
with tutor.
Performing
modification if
any.
Final
submission.
Print name
Signed
Date
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* Note: Guidance text is provided in RED under each heading.
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