Globalization, Advertising and Promotion: Asda Case Study

This report, titled "Impact of Globalization upon advertising and promotion: A case study on Asda", investigates the influence of globalization on Asda's advertising and promotional activities. The research explores the background of globalization, its benefits for businesses, and its specific impact on Asda, a major British supermarket retailer. The study examines the effectiveness of Asda's current marketing strategies, including paid advertising and cause marketing, and analyzes the financial costs associated with these efforts. It also assesses Asda's market share within the retail industry and offers recommendations for improving marketing policies and strategies, such as incorporating word-of-mouth marketing and enhancing employee training. The report utilizes literature review, data analysis, and research methodology to provide a comprehensive understanding of the topic, concluding with reflections, recommendations, and alternative approaches to enhance Asda's advertising and promotional efforts in a globalized market.

Globalization

Table of Contents
INTRODUCTION...........................................................................................................................3
Background of the research.........................................................................................................3
Rationale of the research.............................................................................................................4
Literature Review.............................................................................................................................4
Effectiveness of the current marketing strategies of Asda..........................................................5
Financial cost of marketing and advertisement of Asda.............................................................5
Understanding current market share of Asda in retail industry..................................................7
The recommendations to improve marketing policies and strategies of Asda............................8
Research Methodology....................................................................................................................9
DATA ANALYSIS........................................................................................................................11
RESEARCH OUTCOMES ...........................................................................................................21
Reflection, recommendation and alternative methods...................................................................22
Conclusion.....................................................................................................................................23
REFERENCES..............................................................................................................................24

TITLE: Impact of Globalization upon advertising and promotion: A case study on Asda”.
INTRODUCTION
Globalization is a broader concept which is helpful in spreading the technology,
information, products, services, jobs across the national boundaries. This also enables the
countries to allow trade across their boundaries so as to avail the products and services which are
not available easily toward their premise (Brower and Mahajan, 2013). Globalization is helpful
for the countries having poor economic condition by investing with modernization, job
opportunity, upgraded access to free trade of goods and services. This allow the countries to
avail good opportunities of jobs. Thus overall, globalization help the countries to improve their
economic condition. With the help of globalization, the world has become a single market in
which trade has become easy as compared to the previous era. This has make things easier for
the organizations to invest in other countries. There are a lot of factors which are helpful for the
companies to invest in other countries. They look forward for the political, economic, social,
technological standards of the country. In case of lacking in any area force these countries to pull
their legs behind. This research is base on Asda which is a British supermarket retailer
headquartered in Leeds, West Yorkshire. The company mainly deals in retail sector and apart
from that it also operates itself in financial services and mobile sector. The company was
acquired by the American giant Walmart and has become third largest retail store in UK after
Tesco and Sainsbury. This dissertation is based on the impact of globalization on the advertising
and promotion of Asda.
Background of the research
This research is based on the impact of globalization on the advertising and promotional
activities of Asda. It is a British retail supermarket which is operating its services within UK.
The company has a large base of customers and wants to operate globally. In order to do that
globalization will help the company in advertising and promotion. In order to expand the
business, advertisement and promotion activities are necessary (Crane, 2016). These activities
allows the customers to know about the background of company and its products and services.
Therefore globalization will help the company in advertisement and promotion at global level.
These activities will allow them to expand their business globally.

Rationale of the research
The main aim of conducting this research is to increase the knowledge of globalization on
the advertising and promotion of Asda. This will help the researcher to identify the use of
globalization at global level. Apart from that, concept of globalization will help them to
understand its importance in making the whole world a single market (Crane, 2014). Current
marketing strategies of Asda are also discussed in this research which are helpful in
understanding the different strategies of company. Accordingly, different strategies can be
formulated with the help of current strategies. These strategies and policies will help the
researcher to increase its knowledge towards globalization.
Research Aim
The main aim of this research is “To identify the impact of globalization on the
advertisement and promotional activities of Asda.
Research Objective
 To study effectiveness of current marketing strategies of Asda.
 To analyse financial cost of marketing and advertising of Asda.
 To understand current market share of Asda in the retail Industry.
 To make recommendations to improve marketing policies and strategies of Asda.
Research Questions
 What is the effectiveness of current marketing strategies of Asda?
 What is the financial cost of marketing and advertisement of Asda?
 How to understand current market share of Asda in retail industry?
 What are the recommendations to improve marketing policies and strategies of Asda?
Literature Review
Literature review is the analysis and new finding of the already written articles on a
particular topic. The researcher uses different articles of the related topic and continue the further
results in its own research. It help a researcher to include theoretical and methodological
contribution of the topic.
Effectiveness of the current marketing strategies of Asda.
According to Matthew Harvey, 2018, Asda is a British supermarket giant which has
second position in the retail market of UK. All this position is captured due to effective

marketing strategies of Asda. The company has many strategies such as Paid advertisement,
Cause marketing, Word of mouth etc. All these marketing strategies have a great impact over the
increase in sales of company. Following is the explanation of increase in sales of the company.
Paid Advertisement:
It is one of the important strategy which has a great impact over increase in sales of the
company. These type of advertisement shows on the front, bottom and side of the web pages.
The advertisement company is responsible in maintaining the advertisement so as to make its
effective in terms of marketing of Asda. There are different types of categories in the paid
advertisement such as PPI, PPC and display ads. All these categories depends upon the
marketing campaign of company. PPI stands for pay per impression in which payment is made to
the website owner by the company. This payment is done on the basis of number of views of
users of advertisement. PPC stands for pay per click in which payment is done to the website
owner by clicking the advertisement of Asda.
Cause marketing
This type of marketing stands for the benefit to both company and the customers. A
discussion is provided to the customers so as to help them find their benefit in purchasing the
product. This type of marketing leaves a great impact in the minds of customers. Basically, thus
marketing help the customers to provide solutions to them so that they can imposed to purchase
the product of Asda. Although, there are many rivals of Asda in UK which are also providing the
same product to the customers. Asda has to give a cause to the customer to purchase their
product. Therefore, this type of marketing strategy will help the company in increasing their sell
among their rivals.
Financial cost of marketing and advertisement of Asda
According to article views marketing and advertisement is one of the important concept
of increase in sales of the company. Asda have to invest in the marketing department so that they
can avail their products to the customers. This will help the customers to know about the
products and services of the company. As per the data company has invested a lot in the
advertisement in a couple of years. As per the data of cost of advertisement from the year 2012
to 2016, company has invested highest in 2012. In 2012, the company invested 109 million
British pounds. After that 2016, is the highest year in which company had invested 108 million
British pounds. This data shows that company was focusing on delivering their products among

the customers. This advertisement cost will enhance their customer base and thus increases the
sales.
As per the given data, it can be concluded that 2016 is the least invested year in which
advertisement cost is low. The company invested just 75 million British pound in 2016. This
statics resulted in decreasing the cost of investment in advertisement of products of company. It
may be resulted to a great loss to the company as their customer base can decrease.
Understanding current market share of Asda in retail industry
According to Smith, 2018, Market share is the partition of market to a specific company.
In this research, the market share of Asda is discussed among its rivals. This market share will
show the current market strategies of Asda and its performance among its rivals. These retail
stores have a great competition among themselves but still the performance of company is
Illustration 1: Advertisement cots of ASDA
Sources : Advertising expenditure of Asda Stores Ltd in the United Kingdom (UK) from 2012 to
2016 (in million GBP), 2019.

competitive in a giant market. Asda is a leading retail company having a great base in the
customers. Although there are many rivals of the company also which also have a great share in
the market among the retail industry but still Asda has placed a great involvement of its presence
in the market share. An statistics is discussed below which shows the market share of grocers in
Great Britain monthly from January 2015 to October 2018.
According to the above stated graph it can be concluded that Tesco and Sainsbury had the
largest share from January 2015 to October 2018. Although Aldi stands in just below Sainsbury,
but still the market share of It is higher in comparison to Tesco. Both the Tesco and Sainsuby
had almost 44% of the share in grocery market in UK. This states that they have dominated the
area in which other companies are lacking. There are four giant super market stores which are
also known as big four are known as Tesco, Sainsbury's, Asda and Morrison. Asda had almost
16% of the market share in UK which has its influence among the customers. This data shows
how the company is tackling the customers on behalf of fulfilling their needs and demands.
Illustration 2: Market share of Asda
Source: Market share of grocery stores in Great Britain from January 2015 to October 2018,
2019

The recommendations to improve marketing policies and strategies of Asda.
According to Schultz, 2016, marketing strategies Asda was discussed earlier. Theses
strategies include paid advertisement, cause marketing etc. Although, these marketing strategies
helped the company to increase their sales but still they require to have more effective strategies
which are helpful for them to increase their market share. The company had cut the cost of
marketing and advertising in a couple of years recently. Therefore it is required to have effective
strategies which can help them to compete among their rivals. Another reason to improve the
marketing strategies include that the company is having less market share as compared to other
rivals such as Tesco and Sainsbury. These companies are having a great market share. Therefore
some steps should have been taken to implement new and advanced marketing strategies which
are helpful for them to increase their sell and will take them to increase their market share also.
Therefore the company should use some of the another strategies such as word mouth etc. Word
of Mouth is a marketing strategy which will enhance the use of two way communication with the
customer. This will help the company to know the needs and demands of customer easily. Apart
from that, they can also identify the drawbacks of the their products so that they can nullify
them. The drawbacks should be eliminated from the products and services of the company. Apart
from that, the company should provide effective training to the employees who are engaged in
marketing activities. These employees should be trained hard so that they can use the marketing
strategies effectively. They should communicate with the employees so as to gain their views
and perception which are helpful. Another recommendation to the company is that they should
try to identify the strategies or products and services of their company. This will help them to
implement some of the changes which are necessary in order to increase their products sell. They
should try to improve the quality of products and services to the customers. This will help the
company to sustain itself among the rivals.
Research Methodology
Research methodology is the ways and procedure through which a research can be
conducted in an ethical way. This step helps the researcher to explain the research relevancy and
robustness. In order to explain the research methodology, research onion is used by the
researchers. Following are the layers of research onion:
Research Philosophy

There are two types of research philosophies which are used by the researcher. These
research philosophies include pragmatist and interpretivist research philosophy. Pragmatist
research philosophies is used in this research as it is new in comparison to the other research
philosophies (Davis, 2013). This research philosophy is also helpful for the researcher as it yield
better results by implementing different approaches within the research. Apart from that,
different theories and framework are also used in this research with the help of pragmatist
research philosophy.
Research approach
This is the next step in research onion in which there are two types of research
approaches have been used such as inductive and deductive research approach. Out of these two
research approaches inductive research approach is used by the researcher. This approach is used
as it best fits with the pragmatist research philosophy. This approach is helpful in collecting the
primary data and prepared a questionnaire so as to understand the observation of the number of
respondents. This approach is helpful in forming the views and perception to outcome the
address of research.
Research Strategy
The research strategy for investigate is case study approach with the usage of survey
questionnaire. Herein, research is engaged to an respective contextual setting. The firm research
strategy is case study which supports an improve knowledge about that on which firm
concentrate (Gao, 2012). Case study approach facilitates a concentration for the investigation
with the attempt to highlight the effects of the problems upon organisational case study. This
render a powerful relevancy in context of research outcomes applicability as well as consequence
that the outcomes circumstance can have upon particular company. It will be different to result
utilization in case more common approach was considered without any particular company case
study advised fro the examination.
Research Choice
There are two types of research choices available for the researcher in order to conduct a
research such as qualitative and quantitative research methods. In this research, qualitative
research methods are used. This types of method is helpful in forming the theoretical framework
of methods so as to collect the data (Kamal, 2013). In case of qualitative research methods, a

number and statistics is used so as to provide relevancy in the data. Another reason behind
selecting the qualitative research methods is that it is consistent with the inductive research
approach.
Data Collection
Data collection is essential part of investigation as well as without it research can not be
complete. It is systematized process that aids in gathering and assembling information from
various sources so that an appropriate results can be identified for particular issues. Herein, data
collection is significant part of this research. It can be performed through two methods that is
primary data and secondary data collection. Primary data is that which is develop first time
through researcher. It can be collected with the help of some methods that are surveys,
questionnaire and so on. Another one is secondary data, it is already gathered as well as recorded
by another people. It can be available through some sources like journals, websites and so on. It
save the time and minimise the cost of investigator.
Research Sampling
In case of research sampling a sample questionnaire is prepared in order to identify the
issues of research topic. This questionnaire contains research questions based on assumption so
as to gain primary data. The questionnaire should be close ended so that respondents will answer
with their perception in positive, negative or neutral way (Kaynak and Hassan, 2014). The
respondents are the persons who are aware of the research objectives and are asked questionnaire
so as to collect the primary data. These respondents should have knowledge of the required field
to satisfy the relevancy and robustness of the research. The number of respondents taken in this
research are 35. In order to identify the samples of respondents convenience sampling approach
is taken. This approach is helpful for the researcher to identify the potential respondents which
have knowledge of the specific field.
Research Ethics
In order to make a research ethically good, it should be relevant and robust. These
features can be adopted with the help of informed consent, anonymity and confidentiality. In
case of informed consent, the primary research respondents should be aware about the concept of
research. The research objectives should have been clear in their minds so that they can answer
the questions correctly and accurately (Kobayashi, 2012). In case of anonymity, the details of the
research respondents should be hidden so that no one can identify their identity. This will help

the researcher to make the research anonymous. In the end, confidentiality refers to the relevancy
of information. The information of the research should not be transferred to the person who dos
not have proper authentication of that data. The data should be kept confidential so as to
maintain the confidentiality clause of research.
DATA ANALYSIS
QUESTIONNAIRE
Q.1. Are you aware about the concept of globalization ?
 Agree
 Disagree
Q.2. Do you think globalization directly impact on promoting and advertising activities of
ASDA ?
 Yes
 No
Q.3. What are the advantages of globalization while expanding business operations at globally ?
 Gain higher income and profitability
 Create Employee opportunities
Q.4. Does globalization assist in enhancing ASDA growth and profitability level at the market
place ?
 Agree
 Disagree
Q.5. What are the various issues and challenges of globalization faced by ASDA at the time of
promoting business activities ?
 Cultural indifference
 Change in technology
Q.6. Does globalization help company in creating job opportunities for country people ?
 Yes
 No
Q.7. What are the different ways through ASDA can easily promote their business operations
and functions at international level ?
 Provide attractive offers

 Satisfying all customers needs
Q.8. Can globalization aid in expanding ASDA customer's base at global level ?
 Agree
 Disagree
Q.9. Does globalization play an important role in global area while promoting their business
functions ?
 Yes
 No
Q.10. Do you have any suggestion regarding impact of globalization on business activities and
its functions at global level.
Theme 1: Concept of globalization
Q.1. Are you aware about the concept of
globalization ?
Frequency
 Agree 25
 Disagree 15
25
15
Agree
Disagree

Interpretation: From the above described table, it can be analysed that globalization is the
process which help in connecting domestic as well as international customers with each other.
This is useful in gaining high income and growth in order to reach with desired buyers of an
organisation. Along with this, there are around 25 respondents who are think that globalization
assist in making connection with different customers and fulfil their needs and wants in better
manner. Rest of the 15 respondents are said that globalization is not an effective concept which
help company in expanding business operations at global level.
Theme 2: Globalization directly impact on promoting and advertising activities of ASDA
Q.2. Do you think globalization directly impact
on promoting and advertising activities of
ASDA ?
Frequency
 Yes 20
 No 20
Interpretation: It can be analysed that globalization is that functions which directly affect on
promoting business activities and its functions at market place. This will assist in promoting and
Yes No
0
2
4
6
8
10
12
14
16
18
20
20 20
Column B

advertising different company's activities effectively. It can be used for distributing ASDA goods
and services in order to gain high income and profitability in better way. Along with this, there
are approximately 20 respondents who are directly impact on promoting business functions and
its activities in improved manner. On the other hand, there are around 20 respondents who are
not agree on this statement.
Theme 3: Advantages of globalization while expanding business operations at globally
Q.3. What are the advantages of globalization
while expanding business operations at
globally ?
Frequency
 Gain higher income and profitability 27
 Create job opportunities 13
Interpretation: As per the described table, it can be analysed that there are various advantages
and benefits of globalization at the time of expanding business operations and its functions at
global level. This will assist in reaching with desired goals and targets effectively. There are
around 27 respondents who are agree on that statement in which they think it will assist in
gaining higher income and profitability in better manner. Along with this, there are
Gain higher income and profitability Create job opportunities
0
5
10
15
20
25
30 27
13 Column B

approximately 13 respondents who are said that this is helpful in creating huge job opportunities
for country people.
Theme 4: Globalization assist in enhancing ASDA growth and profitability level at the
market place
Q.4. Does globalization assist in enhancing
ASDA growth and profitability level at the
market place ?
Frequency
 Agree 32
 Disagree 8
Interpretation: It can be analysed that globalization is the process which assist in making
connection with large number of customers in order to achieving income and profitability. This
is used for increasing ASDA growth and its income level. Along with this, there are around 32
respondents who are agree on that statement in which they think globalization help company in
enhancing their growth and development level. This will help them in reaching with desired
customers needs and wants in effective manner for acquiring high income for an organisation.
On the other hand, there are approximately 8 respondents who are disagree on that consideration.
Agree Disagree
0
5
10
15
20
25
30
35 32
8
Column B

Theme 5: Issues and challenges of globalization faced by ASDA at the time of promoting
business activities
Q.5. What are the various issues and
challenges of globalization faced by ASDA at
the time of promoting business activities ?
Frequency
 Cultural indifference 26
 Change in technology 14
Interpretation: From the mentioned table, it can be examined that there are various issues and
challenges of globalization which are faced by ASDA while promoting effective business
functions and activities in large market place. There are around 26 respondents who are agree on
that statement in which culture indifference is the major issue for globalization which are faced
by firm while promoting advertising activities. On the other hand, there are approximately 14
respondents who are agree on that change in technology is one of the major issue and challenges
of globalization that are faced by ASDA while promoting desired business functions and
activities.
Theme 6: Globalization help company in creating job opportunities for country people
Q.6. Does globalization help company in
creating job opportunities for country people ?
Frequency
 Yes 30
Cultural indifference
Change in technology

 No 10
Interpretation: It can be analysed that globalization is effective procedures which can help in
maintaining and developing relationship with their customers. This will assist them creating
appropriate job opportunities for the country people in order to reach with desired goals and
targets. In addition to this, there are around 30 respondents who are agree on that statement
where globalization assist ASDA in developing large number of job opportunities for nation
people. On the other hand, there are around 10 respondents who does not agree on that statement
in which they think it is not helpful in creating huge amount of job opportunities for their country
people.
Theme 7: Different ways through ASDA can easily promote their business operations and
functions at international level
Q.7. What are the different ways through
ASDA can easily promote their business
operations and functions at international level ?
Frequency
 Provide attractive offers 36
 Satisfying all customers needs 4
Yes No
0
5
10
15
20
25
30
30
10
Column B

Interpretation: According to the above described table, it can be analysed that there are various
ways through which ASDA can easily promote their business functions and its operations at
global level. Globalization help company in maintaining and managing business operations and
its functions while promoting variety of products and services in better manner. There are around
36 respondents who are said that this will provides attractive offers to their customers in order to
satisfy their needs and demand. On the other hand, there are approximately 4 respondents who
are think it will assist in satisfying all buyers needs and wants effectively.
Theme 8: Globalization aid in expanding ASDA customer's base at global level
Q.8. Can globalization aid in expanding ASDA
customer's base at global level ?
Frequency
 Agree 35
 Disagree 5
Provide attractive offers Satisfying all customers needs
0
5
10
15
20
25
30
35
40 36
4
Column B

Interpretation: According to the above described table, it can be analysed that globalization is
the process which help company in expanding business operations and its functions in better
manner. This is used for increasing customer's base who are willing to attract towards firm
products and services effectively. There are around 35 respondents who are agree on that
statement in which they think globalization assist in expanding ASDA company customers
volume at international level. On the other hand, there are approximately 5 respondents who are
disagree on that consideration. This will assist in spreading business functions and operations at
global area for gaining high income and growth.
Theme 9: Globalization play an important role in global area while promoting their
business functions
Q.9. Does globalization play an important role
in global area while promoting their business
functions ?
Frequency
 Yes 30
 No 10
35
5
Agree
Disagree

Interpretation: According to the above described table, it can be examined that globalization is
the procedure which assist firm in reaching with potential customers in order to acquire high
income and profitability. Along with this, globalization play an essential role in international
market place at the time of promoting advertising activities and functions. There are around 30
respondents who are said yes for this statement in which they think globalization will play an
important role at globally and this will assist in promoting business activities and functions.
RESEARCH OUTCOMES
Findings – It can be examined that globalization assist in developing appropriate job
opportunities for country people in order to satisfying their needs and wants in better manner.
This is used for ASDA in order to promote their business operations and its functions effectively.
It can be analysed that globalization play an important role while promoting and advertising their
business activities in the market place. Globalization assist in expanding business customer's
base or volume at international level for providing them required goods and services.
Conclusion – From the above described report, it can be analysed that Globalization is helpful
for the countries having poor economic condition by investing with modernization, job
opportunity, upgraded access to free trade of goods and services. This allow the countries to
avail good opportunities of jobs. Thus overall, globalization help the countries to improve their
economic condition.
Yes No
0
5
10
15
20
25
30
30
10 Column B

Recommendation – It can be recommended that ASDA can used globalization concept which
help them in developing appropriate connection with desired customers. This can be used for
promoting and advertising variety of goods and services among potential customers. They
required to use new techniques and methods which help them in attracting large number of
customers towards firm goods and services.
Reflection, recommendation and alternative methods
Researcher has conducted the research on the basis of questionnaire. In this case a
number of respondents are asked to identify the research objective on the basis of their
knowledge. These outcomes will help in completed the research aim. While conducting the
research, the researcher had faced a lot of issue which have distracted its perception. Some of the
respondents have very rude behaviour. The respondents did not provide proper response on the
research questions. They behaved rudely with the researcher at the time of asking the questions.
This experience was bad when the researcher asked questions. Apart from that, some of the
participants were very interesting which helped the researcher to identify the issues of research.
They also provide efficient knowledge of the objectives of researcher through which researcher
helped in funding the aim. These researcher were very good in ethics also. They have responded
to the researcher ethically. In this way the researcher has a combination of both good and bad
experience while conducting the research.
As per the questionnaire, the company had faced an issue of culture and technology while
expanding their business globally. In order to counter the situation, they should analyse the
culture of respected country so that they can invest properly. In order to identify the cultures,
they should find, perception, taste, thinking and reaction of the customers while using the
product of company. The company should also improve themselves in the filed of technology.
They should conduct a research d identify the technologies of the rivals which have already
working in that area. These strategies will help them to update with the technology.
In case of using the alternative methods, the researcher has used questionnaire so as to
gain the primary data. In order to gain the primary data another method can also be used. These
methods include interview process. In this process, a respondent is asked to provide necessary
information about the list of questions. This method is effective because it provide interaction
directly with the respondents.

Conclusion
From the above described report, it can be analysed that Globalization is the wider
concept which is useful in expanding business operations, technologies, goods, facilities,
information, job all over the national boundaries. It will enable the nations which are allow to
trade different types of goods and services among customers. Globalisation is the concept which
assist in attracting large number of customers towards respective products and facilities. Apart
from that, concept of globalization will help them to understand its importance in making the
whole world a single market. The company has many strategies such as Paid advertisement,
Cause marketing, Word of mouth etc. Such marketing scheme have a great effect which assist in
increase sales of company.

REFERENCES
Books and Journals
Brower, J. and Mahajan, V., 2013. Driven to be good: A stakeholder theory perspective on the
drivers of corporate social performance. Journal of business ethics. 117(2). pp.313-331.
Cleveland, M., and et.al., 2016. Identity, culture, dispositions and behavior: A cross-national
examination of globalization and culture change. Journal of Business Research. 69(3). pp.1090-
1102.
Crane, A. and Matten, D., 2016. Business ethics: Managing corporate citizenship and
sustainability in the age of globalization. Oxford University Press.
Crane, D., 2014. Cultural globalization and the dominance of the American film industry:
cultural policies, national film industries, and transnational film. International journal of cultural
policy. 20(4). pp.365-382.
Davis, A., 2013. Promotional cultures: The rise and spread of advertising, public relations,
marketing and branding. Polity.
Gao, Z., 2012. Chinese grassroots nationalism and its impact on foreign brands. Journal of
Macromarketing. 32(2). pp.181-192.
Kahle, L.R. and Gurel-Atay, E. eds., 2013. Communicating sustainability for the green economy.
ME Sharpe.
Kamal, S., Chu, S.C. and Pedram, M., 2013. Materialism, attitudes, and social media usage and
their impact on purchase intention of luxury fashion goods among American and Arab young
generations. Journal of Interactive Advertising. 13(1). pp.27-40.
Kaynak, E. and Hassan, S., 2014. Globalization of consumer markets: structures and strategies.
Routledge.
Kobayashi, K., 2012. Globalization, corporate nationalism and Japanese cultural intermediaries:
Representation of bukatsu through Nike advertising at the global–local nexus. International
Review for the Sociology of Sport. 47(6). pp.724-742.
Leiss, W., and et.al., 2013. Social communication in advertising: Consumption in the mediated
marketplace. Routledge.
Lingard, B. and Sellar, S., 2013. Globalisation and sociology of education policy: The case of
PISA. In Contemporary debates in the sociology of education (pp. 19-38). Palgrave Macmillan,
London.
Mangram, M.E., 2012. The globalization of Tesla Motors: a strategic marketing plan
analysis. Journal of Strategic Marketing. 20(4). pp.289-312.
McAllister, M.P. and West, E. eds., 2013. The Routledge companion to advertising and
promotional culture. Routledge.
Nam, S., 2013. The cultural political economy of the Korean Wave in East Asia: Implications for
cultural globalization theories. Asian perspective. 37(2). pp.209-231.
Nica, E., Manole, C. and Potcovaru, A.M., 2016. Competition in the worldwide workplace:
economic globalization and labor rights. Journal of Self-Governance and Management
Economics. 4(3). p.73.
Percy, L., 2016. Strategic advertising management. Oxford University Press.
Sandes, F.S. and Urdan, A.T., 2013. Electronic word-of-mouth impacts on consumer behavior:
exploratory and experimental studies. Journal of International Consumer Marketing. 25(3).
pp.181-197.

Schultz, D., 2016. The future of advertising or whatever we're going to call it. Journal of
Advertising. 45(3). pp.276-285.
Seo, S., and et.al., 2013. Influence of informational and experiential familiarity on image of local
foods. International Journal of Hospitality Management. 34. pp.295-308.
Sethi, S.P., 2012. Multinational corporations and the impact of public advocacy on corporate
strategy: Nestle and the infant formula controversy (Vol. 6). Springer Science & Business
Media.
Shenkar, O., Luo, Y. and Chi, T., 2014. International business. Routledge.
Smith, K.E.I., 2018. What Is Globalization?. In Sociology of Globalization (pp. 3-10). Routledge.
Tan, Y., and et.al., 2013. The construction of masculinity: A cross-cultural analysis of men’s
lifestyle magazine advertisements. Sex Roles. 69(5-6). pp.237-249.
Westjohn, S.A., and et.al., 2016. The influence of regulatory focus on global consumption
orientation and preference for global versus local consumer culture positioning. Journal of
International Marketing. 24(2). pp.22-39.
Online
Effectiveness of current marketing strategies. 2018. [Online]. Available
through:<https://www.essay48.com/marketing-strategy/13769-ASDA-Marketing-
Strategy>.
Advertising expenditure of Asda Stores Ltd in the United Kingdom (UK) from 2012 to 2016 (in
million GBP). 2019. [Online]. Available
through:<https://www.statista.com/statistics/549735/asda-stores-uk-ad-spending/>.
Market share of grocery stores in Great Britain from January 2015 to October 2018. 2019.
[Online]. Available through:<https://www.statista.com/statistics/280208/grocery-
market-share-in-the-united-kingdom-uk/>