COVID-19's Impact on ASDA's Marketing Strategies: A Case Study

This research proposal examines the impact of COVID-19 on the marketing strategies of companies in the UK retail sector, with a specific focus on ASDA. The study aims to understand both the positive and negative consequences of the pandemic on ASDA's marketing approaches, investigating how the company adapted its strategies to navigate the challenges posed by the crisis. The objectives include understanding changes in marketing concepts, identifying the benefits of new marketing strategies, analyzing the impact of COVID-19, and evaluating the effect on ASDA's marketing. The rationale highlights the significance of the topic, considering the economic recession and changes in consumer behavior. A literature review explores the shift towards digital marketing, the benefits of online channels, and the challenges related to data privacy and security, citing key publications. The research seeks to provide insights for marketing managers and organizations in the retail sector, offering recommendations on how to sustain market positioning and enhance customer satisfaction during and after the pandemic.

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Research study PROPOSAL
1. Your Name:
2. Student Number:
3. Email address:
4.Title or topic area of proposed study
To investigate the impact of covid-19 on marketing strategies of companies operating in retail sector of
United Kingdom. A case study of ASDA.
5. What is the aim of the study? (there should only be 1 Aim)
To understand the positive and negative impact of Covid-19 on ASDA marketing strategies performing its
function in retail industry of United Kingdom.
What are the objectives of your study?
(3 or 4 objectives that are SMART - Specific; Measurable; Achievable; Relevant; Timed)
Specific: To understand the change in concept of marketing with evolution of covid-19.
Measurable: To identify benefits of new marketing strategies used in context of covid-19 by
organization.
Achievable: To analysis whether the covid-19 has any impact on marketing of company or not.
Realistic: To evaluate impact of covid-19 on marketing strategies of ASDA.
Timeframe: To suggest solution related to marketing strategies that could be used by company to sustain
its positioning for longer time frame.
7. What is the rationale (both theoretical and organisational) for your study? (Approximately 500
words)
The topic of impact of Covid-19 on marketing strategies of companies is rationale to study as in recent
scenario, there are many organization are facing challenge related to attracting customers. Coronavirus
has lead economic recession that is high unemployment rate, lower disposable income of people thereby
reducing overall sales volume and profit margin of company. Thereby, in context of motivating people to
make purchase the marketing manager has decided to make use of digital media to attract or generate
awareness among customers so that they can take right decision. Moreover, marketing is one of the most
important functions as it helps in informing range of people about existing or new product launch of
company that lead in increasing overall revenue of firm (Ebersberger and Kuckertz, 2021). So, the topic is
significant to study as it helps in understanding the way companies are trying to cope up with covid-19 by
making transformation or change in their existing marketing practices. The study focus on retail sector of
Form B

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United kingdom and the way ASDA has changed its marketing from traditional to modern method in
order to grow and survive in highly competitive market condition. Providing online information about
company and its products has provided ease to customers to make right decision to purchase while staying
safe and secure at their home.
Furthermore, it can be interpreted that the study on impact of void-19will be fruitful for management,
companies and marketing manager of organizations that are working in retail sector of United Kingdom.
Through this study, they are able to know the benefits of making change in their existing marketing
strategies or using digital medium to inform customers with an objective to earn higher profit. So, it
would be fruitful for all managers, top executive in taking decision regarding the way they can enhance
their sales, customer’s satisfaction and brand image in times of global pandemic situation also (Vafainia,
2020). Thereby, this will helps them in gathering data related to the way digital platform has help
companies in connecting with range of people by maintaining social distancing. Companies through
making use of digital marketing are able to delivered 24 /7 hours services to millions of customers
residing in different parts of the country.
The study on impact of covid-19 on marketing strategies is also essential, as many companies have started
using different online channel to promote its existing products and services. So, the online platform has
some challenges such as it lead in threat to safety and privacy of information of company which can be
used for any purpose. Therefore, the study will help in understanding the way organization can
maintained security and privacy of personal information of company and its customers while operating
online so that no harm can be caused to them (Sirkeci, 2020). Thereby, overall the study is pertaining to
changes in marketing strategies with situation of covid-19 that has resulted in decrease in sales and profit
of company to maximum extend.
8. Brief review of relevant literature (Approximately 1500-2000 words) with a minimum of 6 key
publications cited. (Critically evaluate recent and relevant research that has addressed similar issues
to those covered in your objectives)
From the perspective of Ebersberger and Kuckertz, (2021), marketing is a significant process of company
which leads in promotion of products as well as brand image of organization. It is function of getting
people interested in products and services of company so that it can enjoy more profit margin and market
share in external environment. The author states that there has been significant shift in marketing
techniques with impact of covid-19 which resulted in increasing transfer of diseases from one person to
another. So, people have started preferring social distancing thereby it has created problem for marketer
to connect with range of people to enhance sales of company. Therefore, sudden change in external
environment has given opportunities to marketing manager of organization to provide home delivery of
products through offering online services. They can easily make order of their product through official
website of company and get product delivered to their door steps with any issue. The Ebersberger and
Kuckertz explained that covid-19 pandemic situation has lead growth in digital marketing to attract more

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and more customers in the firm.
As illustrated by Kumar and Mishra, (2020), there are various benefits that have been enjoyed by
company by changing their marketing strategies that is making use of digital method to aware customers.
The first benefit that has been enjoyed by company is they are able to connect with millions of people in
minimum time frame as well as cost. Positing crucial information, images in different channels such as
social media, official website of company and email marketing has yield in influencing more individuals
within organization. Customers can easily review feedback of previous customers in terms of viewing
their like, share and comment that helps them in taking right decision to purchase in order to fulfill their
respective requirements. So, the new marketing strategies have benefited both companies and customers
by building trust among them which finally lead in maximum sales of organization.
Furthermore, the author Hayes (2020), illustrate that new marketing strategies have provide conveniences
to manager to easily collect data from different sources about existing trends and customers preferences
thereby assist company in making necessary improvement in its products to make customers happy and
satisfied. It also contributed in providing more personalized experienced to customers so that they are
motivated to be part of specific firm for longer time frame. Thereby, it can be stated that new marketing
strategies helps companies in effectively copying with pandemic situation through maintaining strong
relationship with range of people living in society.
While as per view of Vafainia, (2020), there are several disadvantages of making use of new marketing
strategies by companies such as more dependence on innovative technology to market products and
services. Companies have to face competition across worldwide that enforce them to set appropriate price
of their respective products and services so that customers are influenced to make purchase to fulfill their
respective desired. Furthermore it has been learnt that new marketing strategies involves use of new
technology or online medium on which threat of privacy and security has increased to maximum extend.
So, company are facing challenges related to threat to their personal information while making use of new
marketing strategies. Moreover, there are many people that does have skill, knowledge related to market
products through digital medium which may results in dissolution of whole brand image of organization.
Therefore, all these disadvantages of new marketing strategies that have evolved due to impact of covid-
19.
According to Crick and Crick, (2020), the covid-19 have impact of marketing strategies of companies as
previously, most of the organization are making use of traditional method to promote their products such
as advertisement, bill board and personal selling. But with coronavirus, companies needs to maintained
social distances for ensuring health and safety of people therefore digital media has provide ease inform
and building relationship with range of customers. Thereby it can be stated that the coronavirus has
brought tremendous change in marketing strategies so that company can retained its market positioning

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and generate revenue through meeting needs of customers beyond their expectancy level. Digital platform
also helps company in understanding that it is best method to connect with people, know their preferences
and make necessary changes for better outcome.
From the view points of Sirkeci (2020), the covid-19 has positive impact on marketing strategies of
companies such as previously organization needs to invest huge amount of their capital for advertisement
through billboards, newspaper or any other medium. So, with covid-19, digital marketing have been used
which reduces overall cost of company thereby yielding more benefits to organization. Likewise, recently
organization can make use of content or email marketing to inform customers about existing offers so that
they are motivated to have products of specific firm to meet their respective requirements. Moreover, like
previously marketing manager needs not have to put much effort to attract customers or build relationship
that has helped in providing maximum benefits to companies. Most of the individuals spend plenty of
their time using internets for different purposes during lockdown phase or starting spread of corovirus,
thereby internet was one of the best medium to connect with people and generate sales.
The Crick and Crick (2020), also supports that covid-19 has resulted in making improvement in
marketing strategies or finding new and alternative method to reach the target customers in limited time
frame so that company can earn revenue. Marketing manager are spending more and more time and
energy to identified attractive method to influence people by making use of digital platform. So, overall
covid-19 has resulted in emergence of new marketing ideas which could be used in pursing individuals to
have products and services for benefits of organization. The companies are able to improve their
conversion rates by connecting and resolving problem of customers in limited time frame. Customers can
freely and openly share their grievances thus company are able to know about areas in which
development or improvement needs to be made for better satisfaction of end individuals. The author
further clarified that changes in marketing strategies has yield in more profit margin to companies as they
are able to connect with large number of customers residing in different parts of the world. Therefore, it
can be stated that it is pandemic that has made necessary changes in marketing strategies which helps
customers in fulfilling their respective requirements beyond their expectancy level.
On the other hand, another author R. Taylor (2020), in appose of the statement stated that covid-19 has
resulted in negative impact on marketing strategies as most of the marketing method used by companies
become insufficient to attract customers. Such as personal selling is not possible due to coronavirus for
safety and well being of customers thereby companies are not able to personally understand the wants and
preferences of customers. They started finding challenges in connecting with people to know their
unsatisfied wants but transformation in marketing strategies has helped in growth and sustainability of
organization for longer time frame. Moreover, there are number of people that limited knowledge or
access to new technology in order to make online order while staying safe and secure. Thereby, limited

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knowledge and access has resulted in creating problem for company to generate awareness and enhance
its profit margin.
Craven and et.al., (2020), also supports that there are many people that does not easily trust online
shopping due to increase number of fraud caused to people. Thus it has lead in stopping to them to make
online purchase of products and services in order to satisfy their respective wants. But due top
coronavirus, they are ready to intake some amount of risk and make online purchase so it has give
opportunities to company to change its marketing strategies in order to retained competitive advantages in
retail sector of United Kingdom.
9. Provide a concise outline of research methodology, including justification for choices. Please ensure
each sub section is completed.(Approximately 500-1000 words)
9.1 Research Strategy: It is overall plan or method that are used to conduct study or guide the way
researcher will plan, execute and monitor the study in order to gathered relevant information pertaining to
the topic. The study is specific to recent event that is impact of covid-19 on marketing strategies of
company operating in retail sector of United kingdom. The research is a new insight of existing research
with an motivate to know about the way marketing strategies have changed to cope up with pandemic
situation. Academic discipline such as all ethical value, principle and moral has been considered while
making the research on topic so that no harm can be caused to any individuals. Like consent has been
taken from respondent, information from reliable sources have been taken so that it can be useful for all
interested stakeholders.
9.2 Research Design: It specifies about method or techniques which has been selected by researcher

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while pursing the study. Such as qualitative or quantitative method that has been used by researcher while
completing the studying. The researcher will make use of qualitative method of research as it helps in in-
depth analysis of information thereby gaining more data related to the same (Pantano and et.al., 2020).
9.3 Data collection: Primary and secondary are two common methods that are usually used to collect
data pertaining to study so fruitful outcome can be achieved. Primary method involves collecting
information through first hand sources or primarily by researchers through making questionnaire or
conducting interview of specific candidates (Kumar and Mishra, 2020). On the other hand, secondary is
used of books and Journals, internet and others external sources to gathered information. In the research
both primary and secondary method has been planned in order to get maximum information.
9.4 Data analysis: This elements specify about the method that will be used to analysis that data so that
necessary information can be derived. Thematic and SPSS are two tools that are use by research to
complete its study related to the topic. In thematic, it make themes, graphs and charts to represent the
information gathered in better form so that other individuals can easily understand and interpreted the
same in limited time frame (Maulana, 2020). For the study, thematic analysis will been selected as the
study is related to the qualitative analysis which can be better interpretated and analysis through themes
and charts or pictorial representation.
9.5 Sampling: It is method of taking sample of information from group of individuals belonging to
similar taste and preferences. Radom sampling method will be used in the study to gathered data from
primary sources. For the study related to impact of covid-19 on marketing strategies around 30 employees
of ASDA has been selected so that right information can be gathered.
9.6 Ethical consideration: While making the study, it has been decide that all ethical will be considered
like protection of crucial information of organization, consent take from respondent, equal opportunities
to all respondent to take necessary decision or analysis information .
9.7 Research limitation: The biggest limitation involved in the study is limited time as well as resources
to complete the research so despite of that fact researcher has planned to make best use of available time
to gathered more useful and relevant information. Furthermore, the scope of study is limited to particular
organization that is impact ofcovid-19 on marketing strategies of ASDA in retail sector of United
kingdom.
Participant Data
Collection
Method
Reason for
choice of method
Population
Size
Sample
Size
Sample
Criteria
Data
Collection
Date
Employees of
ASDA belonging to
marketing
department
Primary
and
secondary
Both helps in
collecting wide
range of
information related
to study.
30 30 Random
sampling
25 April
2021
10. Project Plan – a Gantt chart showing the major activities you need to undertake to hand your
dissertation on time (please use MS Project if possible) A minimum of 15 activities is expected for the
plan to reasonably reflect what you need to do to complete your dissertation

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11. References – a full list of all the sources used in the proposal, presented using the Harvard system
of referencing.
Craven, M and et.al., 2020. COVID-19: Implications for business. McKinsey & Company, pp.1-8.
Crick, J. M. and Crick, D., 2020. Coopetition and COVID-19: Collaborative business-to-business
marketing strategies in a pandemic crisis. Industrial Marketing Management, 88. pp.206-213.
Ebersberger, B. and Kuckertz, A., 2021. Hop to it! The impact of organization type on innovation

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response time to the COVID-19 crisis. Journal of Business Research, 124. pp.126-135.
Hayes, M., 2020. Social media and inspiring physical activity during COVID-19 and beyond. Managing
Sport and Leisure, pp.1-8.
Kumar, R. and Mishra, R .S., 2020. COVID-19 Global Pandemic: Impact on Management of Supply
Chain. International Journal of Emerging Technology and Advanced Engineering, 10(4). pp.132-
139.
Maulana, N., 2020. Research Trends in Marketing Science Before COVID-19 Outbreak: A Literature
Review. Management & Marketing, 15.
Pantano, E and et.al., 2020. Competing during a pandemic? Retailers’ ups and downs during the COVID-
19 outbreak. Journal of Business Research, 116. pp.209-213.
R. Taylor, C., 2020. Advertising and COVID-19.
Sirkeci, I., 2020. Marketing and Consumers in an Era of Disruption Caused by Covid-19
Pandemic. Transnational Marketing Journal (TMJ), 8(1). pp.1-6.
Vafainia, S., 2020. Marketing in post COVID-19 era: A guide for marketing managers. Managing a Post-
Covid19 Era, p.31.