This report provides a comprehensive analysis of innovation and creativity management at ASDA, a major British supermarket chain. It begins with an overview of ASDA, identifies key problems such as declining production and marketing standards, and explores the use of data resources and theoretical concepts for analysis. The report then delves into innovative methodologies like Six Sigma and Design Thinking, highlighting their application in addressing ASDA's challenges. A detailed solution is presented, including a business plan with SMART objectives, STP (Segmentation, Targeting, Positioning) strategies, a SWOT analysis, and the Lewis change management model. Furthermore, the report proposes an innovation audit methodology to evaluate the effectiveness of ASDA's innovation efforts. The conclusion summarizes the key findings and recommendations, emphasizing the importance of investments in innovation and the adoption of best-practice methodologies to drive growth and competitiveness in the retail industry. The report is a student assignment for the module BM632, 'Managing & Developing Innovation & Creativity'.
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