Assessing Digital Marketing Strategies for ASDA's Global Expansion

This essay explores the impact of digital marketing strategies on the international expansion of ASDA within the UK retail sector. It begins by outlining the background of the study, research aims, objectives, and questions, emphasizing the rationale and significance of the research. The literature review covers different digital marketing strategies and their importance, factors influencing international expansion in the UK retail sector, the impact of digital marketing strategies on ASDA's international expansion, and distinct digital marketing strategies that can favorably influence ASDA's international expansion. Research methods, including the research type (qualitative), approach (inductive), philosophy (interpretivism), data collection methods (primary and secondary), sampling technique (simple random sampling), and data analysis (thematic analysis), are discussed. The essay concludes by addressing ethical considerations relevant to the research process.

COURSERWORK

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Background of the study.........................................................................................................1
Research aim and objectives..................................................................................................1
Research questions.................................................................................................................1
Rationale of the research........................................................................................................2
Significance of research.........................................................................................................2
LITERATURE REVIEW................................................................................................................2
RESEARCH METHODS................................................................................................................5
Research Type........................................................................................................................5
Research Approach and philosophy.......................................................................................5
Data collection.......................................................................................................................5
Sampling.................................................................................................................................6
Data analysis...........................................................................................................................6
Ethical Consideration.............................................................................................................6
REFERENCES................................................................................................................................7

Topic: To evaluate the impact of different digital marketing strategies on international
expansion in the context of UK retail sector. A study on ASDA
INTRODUCTION
Background of the study
In the current competitive business environment, retail sector is plying crucial role in
influencing the economic growth & development of UK. The retail sector is considered to be
integral part of UK economy as contributes across 5.2% in GDP and generate higher number of
employment. There are several factors that influence growth of retail sector which are required
to be affected positively in order to achieve success. Digital marketing strategy is considered
with promoting goods & services via using internet & establishing communication by electronic
devices. There are different forms of digital marketing strategies such as social media,
influencing, email, content, SEO, PPC, etc which contribute in influencing consumer on
international level. ASDA is one of the successful supermarket chain that offers number of
goods such as groceries, clothing, etc. The current investigation will pay attention on
ascertaining influence of different digital marketing strategies on ASDA's international
expansion. It will shed light on qualitative research & thematic analysis for gaining deeper
insights.
Research aim and objectives
Aim:
The main aim of the current study is to ascertain impact of different digital marketing
strategy on international expansion of ASDA.
Objectives:
 To develop understanding of different digital marketing strategies and its significance
 To ascertain the factors influencing international expansion in UK retail sector
 To evaluate impact of different digital marketing strategies on international expansion
of ASDA
 To recommend different digital marketing strategies which can favourably influence
international expansion of ASDA
Research questions
 What is the concept of different digital marketing strategies and its significance?
 Which are the factors influencing international expansion in UK retail sector?
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 How different digital marketing strategies impact on ASDA's international expansion?
 Which are different digital marketing strategies that can favorably influence
international expansion of ASDA?
Rationale of the research
The main reason behind conducting study is to assess impact of different digital
marketing strategies on international expansion of ASDA. Digital marketing plays significant
part in influencing ability to reach customers and affecting their buying decision that aid in
meeting objective of international expansion. The study can provide assistance in gaining
information regarding different marketing strategies significance, factors influencing
international expansion in retail sector. Its impact on expansion and improvement strategies to
accomplish desire position.
Significance of research
Digital marketing is important in order to affect consumer in international level to
conduct expansion activities. The research can help ASDA to conduct corrective digital
practices meeting objectives of growth & expansion. This is useful for similar organizations
operating in retail sector and for scholars & learns to conduct research on similar subject matter.
LITERATURE REVIEW
Theme 1: Different digital marketing strategies and its importance
According to Kaur (2017) Digital Marketing (DM) is concerned with spreading
awareness of products via using technological devices with help of internet. There are various
types of approaches which can be used for DM such as social media, content writing, search
engine optimization and pay per click. On the other side, Olson and et.al., (2021) articulated that
DM is associated with influencing buying decision of customer through connecting on digital
platform. The crucial course of action which are highly used and benefit firm includes email,
mobile, affiliate and influencing marketing which boost growth of firm. In against to this,
Vaculčíková, Tučková, Z. and Nguyen, X.T., (2020) depicted that digital marketing is
communicating without with usage of content, videos, etc. The methods which can be used by
business for conducting DM practices comprises display, online, search engine, land page
marketing, etc. These all helps in meeting objective of business by enhancing communication
with customers.
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In the views of Feldstein (2019) there are several ways in which DM strategies helps
company that includes increased customer loyalty, engaging with buyers and obtaining
corrective audience. These aids in enhancing customer reach of firm which aids in attaining
growth & development. On the other side, Watson and et.al., (2018) said that each method has
certain limitations which are needed to be highlighted order to gain ability to eliminate its
impact. This includes security issues, higher transparency of pricing, dependency on technology,
etc. which adversely affect the performance of business. In against to this, Saura, Ribeiro-
Soriano and Palacios-Marqués (2021) stated that in order to achieve success implementing
different digital marketing becomes important as offers number of pros. This involves consistent
lead pipeline, better conversion rate, brand credibility, maximum ROI, proper measuring results,
etc.
Theme 2: Factors influencing international expansion in UK retail sector
As per the views of Malesev and Cherry (2021) International Expansion (IE) is
associated with enhancing the market reach from domestic platform to cross boarders. There are
several forms of components that boost h or hinder the IE practices of organizations. It becomes
essential for firm of highlight these factors as formulating strategies on this basis can be exerted
in higher effective manner. It includes changing consumer trend, operational concepts and
management expertise. On contrast to this, Tabuena and et.al., (2022) said that IE refers to
enlarging scale of operation by increasing targeted market in turn higher profitability &
sustainability. The elements which can hamper the growth & development of business involve
technology aspects, entry & exit, rise in income, legal rules & regulations, availability of
resources, etc.
In against to this, Malik, Khurana and Tanwar (2022) stated that availability of funds,
political, economic, etc. factors has higher level of influence on processing of business. There
are distinct GDP, interest, disposal income, etc play crucial role in affecting the international
expansion. These all decides the level of revenue generating capacity of business which
ultimately influence objective of international activities. On contrast to this, Miklosik and et.al.,
(2019) articulated that there are both type of elements which hamper growth & development of
business by affecting directly & indirectly. These components involve brand recognition,
cultural understanding, geographical distance, etc. On the basis of this, it can be interpreted that
these are the certain elements which has impact on ability to conduct international practices.
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Theme 3: Different digital marketing strategies impact on ASDA's international expansion
According to and et.al., (2019) digital marketing techniques play crucial role in
affecting the performance of organization. It makes important for concern to focus on gathering
accurate & relevant insights about such course of action that can boost performance if business.
There is availability of distinct form of DM approaches which influence firm positively. It helps
in reducing cots and increasing market reach that aids in attaining organizational objective. For
instance- ASDA with help of DM strategies can decline expenses of connecting with its targeted
audience in higher effective manner. On contrast to this, Fink, and et.al., (2020) said that there
are few situations in which firm get adversely influenced that involves internet frauds and
requiring greater expertise knowledge. This makes difficult for organization to achieve its goals
as fraud can spoil image of brand which can hamper growth & development actions. It can result
in declination of trustworthiness in market which hamper revenue generating capacity, diverse
credibility position, etc.
In the views of Sobol, ClevelandL and aroche, M. (2018) company in order to meet the
objective of operating on large scale on global platform can favorably get affected from positive
feedback given on digital channel. There is trend of reviewing the performance of firm's
products before making the buying decision. On the other side, Peter and Dalla Vecchia (2021)
depicted that spreading rumors through digital platform as compared to physical mode is exerted
more rapidly which hampers developing capacity of business. There are few complications as
well such as compliance with legal requirements, etc that makes difficult to coordinate with
changing circumstances. In against to this, Saura (2021) said that the one of the significant
extent of the benefit which can be obtained by firm operating on global platform involves fast
conversion rate that boost sales volume which makes financial position of enterprise effective in
industry. Responding to customers problems can be done effectually by making frequent
modifications.
Theme 4: Distinct digital marketing strategies which can favorably influence international
expansion of ASDA
In the views of Nair and Gupta, R. (2021) there are diverse methods which can be used
by business for improving the prevailing situations in turn greater amount of performance can be
derived. For gaining the effectual performance the course of action which can be applied by firm
that involve focusing on conversion rate. Execution of measurement of conversion with
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standards targets so that deviation can be identified. This can allow improving ability to meet
international expansion. On the other side, Krishen and eta.l., (2021) depicted that the one of the
significant course of action which can permit organization to modify its current outcome is
taking feedback from customers. This can help in gaining information about lacking areas so
that higher quality marketing action execution become possible. In against to this, Zhu, G. and
Gao, X., (2019) said that using multiple channels of marketing can aid in coordinating with
requirements of firm. Ensuring proper implementation quality & interactive performance in turn
gaining significant attentions of buyers can be done.
As per the views of Al-Weshah, Kakeesh and Al-Ma'aitah (2021) there are few
methods which are needed to be emphasized by company for making appropriate level of
changes to gain standard performance. It involves empowering digital supervisor, using behavior
analysis, executing KPIs, etc. These can allow improving performance by overcoming imitating
areas. On the other side, Kim and Moon (2021) specified that leverage cross channel, focusing
on conversational marketing, increasing speed site, etc. so that higher profitable situation can be
derived. On the basis of this, it can be mentioned that these strategies can allow improving
performance of business.
RESEARCH METHODS
Research Type
There are two types of research which can be conducted for accomplishing the study
objectives that are qualitative and quantitative. Qualitative form of research basically pay
attention on gathering theoretical information. Quantitative research focuses on achieving
numerical & fact based data for attaining goals of study. The current study will select qualitative
research as ascertaining impact of different digital marketing on international expansion is
theoretical subject. This can permit meeting objectives like significance, factors affecting
international expansion, impact of DM strategies on it, etc. so that deeper information can be
attained.
Research Approach and philosophy
There are two distinct approaches such as inductive & deductive for gaining information
about the procedure carrying out for meeting objective. Interpretivism & positivism are the two
philosophies which can be taken for making significant research. For the current study,
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inductive approach & Interpretivisim philosophy as assessing influence of different digital
marketing strategies on international expansion of specified organization.
Data collection
In order to conduct the research in effective manner having significant level of
information becomes essential. This can be done by paying attention on primary & secondary
method so that appropriate data to conduct effectual information. Primary data is concerned
with having information which is purposely collected for particular subject has not been used
previously. On the other side, secondary data is concerned with published information which has
been used earlier. For collection of primary data the scholar will focus on using questionnaire by
spreading among targeted audience which is managers of ASDA. In secondary data collection
focus will be provided on gaining information from articles, journals, books, etc.
Sampling
Sampling is concerned with selecting group of people from population for attaining
significant information. For the current study, simple random sampling technique will be sued
for selecting 20 managers of ASDA in turn having relevant information to accomplish
objectives.
Data analysis
Thematic test analysis and SPSS are two method of data analysis which can be utilized
for evaluating gathered information. In the recent investigation researcher will emphasize on
thematic test analysis so that deeper information about the subject matter so that meeting
objectives like significance, factors influencing, etc can be derived.
Ethical Consideration
For successful completion of research focusing on having effective ethical
considerations is important so that accurate performance can be obtained. For this purpose,
scholar will pay attention on including reference, signing consent form from targeted audience
for shown willing participation, data protection, etc so that ethical requirements can be met.
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REFERENCES
Books and Journals
Al-Weshah, G. A., Kakeesh, D. F., & Al-Ma'aitah, N. A. (2021). Digital marketing strategies
and international patients’ satisfaction: an empirical study in Jordanian health service
industry. Studies of Applied Economics. 39(7).
Feldstein, S., (2019). The global expansion of AI surveillance (Vol. 17). Washington, DC:
Carnegie Endowment for International Peace.
Fink, M & et.al., (2020). Effective entrepreneurial marketing on Facebook–A longitudinal
study. Journal of business research. 113. 149-157.
Kaur, G., (2017). The importance of digital marketing in the tourism industry. International
Journal of Research-Granthaalayah. 5(6). pp.72-77.
Kim, K. H., & Moon, H. (2021). Innovative digital marketing management in B2B
markets. Industrial Marketing Management. 95. 1-4.
Krishen, A.S & eta.l., (2021). A broad overview of interactive digital marketing: A bibliometric
network analysis. Journal of Business Research. 131. pp.183-195.
Lee, J. Y. H. & et.al., (2019). A longitudinal study of leader influence in sustaining an online
community. Information & Management. 56(2). 306-316.
Malesev, S. & Cherry, M., (2021). Digital and social media marketing-growing market share for
construction SMEs. Construction Economics and Building. 21(1). pp.65-82.
Malik, P., Khurana, M. & Tanwar, R., (2022). Digital Marketing: Transforming the Management
Practices. In Transforming Management with AI, Big-Data, and IoT (pp. 99-125).
Springer, Cham.
Miklosik, A. & et.al., (2019). Towards the adoption of machine learning-based analytical tools
in digital marketing. Ieee Access. 7. pp.85705-85718.
Nair, K., & Gupta, R. (2021). Application of AI technology in modern digital marketing
environment. World Journal of Entrepreneurship, Management and Sustainable
Development.
Olson, E.M. & et.al., (2021). Business strategy and the management of digital
marketing. Business horizons, 64(2), pp.285-293.
Peter, M. K., & Dalla Vecchia, M. (2021). The digital marketing toolkit: a literature review for
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Tabuena, A. C. & eta.l., (2022). A Literature Review on Digital Marketing Strategies and Its
Impact on Online Business Sellers During the COVID-19 Crisis. Asian Journal of
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Vaculčíková, Z., Tučková, Z. & Nguyen, X.T., (2020). Digital marketing access as a source of
competitiveness in traditional Vietnamese handicraft villages. Innovative Marketing.
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Watson IV & et.al., (2018). International market entry strategies: Relational, digital, and hybrid
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