Impact of Market Orientation on Corporate Governance: ASDA Report

This report delves into the impact of market-oriented practices on corporate governance and performance, using ASDA as a case study. The study aims to determine how market orientation influences ASDA's operations. The report explores the background of the study, research aims, objectives, questions, and problem statements, followed by an extensive literature review covering key concepts like market orientation, corporate governance, and their interrelation. The research methodology section outlines the research philosophy, approach, and methods used, including data collection sources and timeframes. The data analysis chapter interprets collected data, followed by recommendations and an action plan for enhancing ASDA's proficiency. The report concludes with a reflection and conclusion, summarizing the findings and insights gained from the research, providing a comprehensive understanding of market orientation's role in a company's success.

Market orientation and
corporate strategy

Table of Contents
Topic: To determine the impact of market oriented practices on corporate governance and
performance of company. A case study on ASDA..........................................................................3
CHAPTER 1: INTRODUCTION ...................................................................................................3
Background of the study ............................................................................................................3
Research Aim .............................................................................................................................4
Research Objective .....................................................................................................................4
Research Questions ....................................................................................................................4
Problem statement of study ........................................................................................................4
Rationale of research ..................................................................................................................5
CHAPTER 2: LITERATURE REVIEW ........................................................................................5
CHAPTER 3: RESEARCH METHODOLOGY ............................................................................9
Research Philosophy...................................................................................................................9
Research approach ...................................................................................................................10
Research method ......................................................................................................................10
Source of data collection...........................................................................................................10
Time frames and activities........................................................................................................11
CHAPTER 4: DATA ANALYSIS................................................................................................14
Interpretation and review of collected data ..............................................................................14
CHAPTER5: RECOMMENDATION AND ACTION PLAN .....................................................26
Recommendations ....................................................................................................................26
Action plan ...............................................................................................................................26
Reflection..................................................................................................................................28
Conclusion................................................................................................................................28
REFERENCES .............................................................................................................................30
APPENDICES ..............................................................................................................................32

Topic: To determine the impact of market oriented practices on corporate
governance and performance of company. A case study on ASDA.
CHAPTER 1: INTRODUCTION
Today's era of marketplace is being highly competitive and globalised which directly
impact over customer taste or preference and market trends in order to acquire higher level of
satisfaction. Hence, the aspect of market orientation plays a important part within organization as
it lead them to cope with all current or emerging marketplace needs in an efficacious mode. The
concept of market orientation is refer to an approach which enable an organisation to identify the
need as well as desires of consumers and take corrective course of action by introducing the
product with an intention of rendering high level of gratification to targeted audience in an
improved manner. Moreover, with the adoption of market orientation inside firm it impose
several benefits to company such as enhance consumer loyalty, improve brand image, enlarge
market size and many more (Arrigo, 2018). Apart from this, the element of market orientation
has three alternatives which an enterprise can implies within its business function i.e. sales ,
product, production orientation. Hence, it can be stated that market orientation practices
influence company's overall performance and its corporate governance in a positive or negative
way. In context of this research, Asda company has been regraded as it is leading and reputed
retailer in UK retail industry by covering the product range of grocery, financial service, general
merchandise all over the world. In this research report, it encompasses research aim, objective,
rationale, questions as well as gathered different scholars opinion and presented in the form
literature review. Furthermore, make use of various research methodologies for creating relevant
report in present marketplace. Finally, interpretation of collected data by utilising appropriate
software and recommended suitable views to organisation for enriching its proficiency ratio.
Background of the study
For understanding the concept of market oriented practices within an organisation and its
influence over its performance Asda company has been considered. Hence, Asda is one of the
well recognised and branded retailer in UK retail industry (Bello, Halim and Alshuabi, 2018). It
is founded in the year of 1949 and subsidiary of Walmart. Along with this, it deliver grocery,
general merchandise, financial service across the globe by keeping high quality. However, the

industry where Asda function its functional unit is highly competitive and challenging in terms
of acquiring technologies, marketing tactics, dealing with industrial or market trends and so on.
Due to which, it directly affect over establishment capability in fulfilling its sales target in a
prescribed time limit. Hence, with the application of market orientation enable organisation to
determine the customer demand or need and also to offer best quality of products for obtaining
profit maximisation in a amended mode. Furthermore, it also drive organisation to put its brand
in an combative and competent place by keeping best quality in delivering products or services
and imposing affordable price as per marketplace trends or competition (Duan, Cao and
Edwards, 2020).
Research Aim
The aim of this research is “ To study the impact of market oriented practices on
corporate governance and performance of company” . A case study on ASDA.
Research Objective
 To identify the usefulness of market oriented practices in Asda
 To investigate the influence of market oriented practices on performance of the company
 To study the relationship between market orientation and corporate governance.
Research Questions
 What is the usefulness of market oriented practices in Asda?
 What is the influence of market oriented practices on performance of the company?
 What is the relationship between market orientation and corporate governance?
Problem statement of study
In this current era of marketplace, every form of organisation are attracted towards the
concept of globalisation as it lead them to introduce their market division without any trade
barriers (Dina and Cahy, 2018). On the other hand, it also impose huge challenge over
organisation in regard of fulfilling the existing or emerging customer trends and demands in an
amended manner. Due to such challenges, it impact negatively over the potentiality of
establishment in placing its brand in a better perspective and also to create positive response
among targeted audience within desired time frame. Additionally, as the market trend changes it
modifies consumers taste or preference which threat establishment to obtain high level of
satisfaction from desired population in nan improved mode. Henceforth, proper usage of

resources empower Asda to improve its overall brand reputation as well as can enrich sales
performance among rivalries.
Rationale of research
The core reason behind choosing current topic for current research study is that for
attaining sustainability in terms of productivity and profitability among competitors the aspect of
market orientation is regarded as one of the important element. This is because, it assist
organisation to identify the customer demand or need and also motive them to apply accurate
strategic decision with a purpose of enhancing market share or size in an positive manner. Along
with this, by conducting such study it enable researcher to evaluate the degree of threat or
competition between companies in order to modify overall performance in a improved style.
Furthermore, by organising such research, it also empower researcher to understand and
discover the relation between market orientation and corporate governance for improving the
proficiency ratio of establishment in an effectual mode. However, it also aid investigator to
examine the potentiality of competitor and also to take corrective course of action for attaining
competitive edge in an amended way. Apart from this, organising such research report, it motive
researcher to understand different research methodologies in order to develop a valid and reliable
report in a specified time duration in an efficient way.
CHAPTER 2: LITERATURE REVIEW
To identify the usefulness of market oriented practices in Asda
According to the views of Brian Hill, 2019, In the existing scenario of industry, there is
an intense level of opposition among companies in regard of placing the brand in a better
position, acquiring advanced technologies, generating market strategy for accomplishing the
business goal in an amended manner (Glaveli and Geormas, 2018). However, to deal with such
competition or rivalry in an efficient way, the aspect of market oriented in companies is viewed
as an integral determinant. This is because, it is an organised or systematic approach that
empower firm to determine customer need or trend and also motive them to impose appropriate
strategies or tactics which lead them to receive high level of satisfaction and loyalty from
consumers towards brand. In addition to this, the market oriented practices involves meeting out
the expectation of consumers, developing relevant marketing tactics on the basis of industry
trends or competition, implementing innovative technologies and etc. Hence, the core purpose of

market orientation is to bring increased level of customer satisfaction to gain competitive edge
over competitors in an effectual way. Along with this, the term market orientation is centred
upon three major dimension which assist establishment to accomplish its sales target like
customer, competitor orientation and inter-functional coordination. With the amalgamation of
these three element, it support Asda to enhance its profit margin ratio and also can take best
strategic decision to face dynamic nature of business environment. Apart from this, as per
scholar opinion it has been signified that the market oriented based business are characterised by
several attributes which impact over its potentiality to acquire positive response from consumers
for a long term (The Importance of Market Orientation for Emerging Firms, 2019). However, the
practice of market orientation is viewed as a useful aspect in Asda because it drive them to
conduct market research to examine customer need, aid them to introduce novel product or
services, empower to utilise product innovation methods and so on. Due to such role, it help
Asda to make or accept any sort of modification and changes into its current marketing tactics
without any hindrances as it lead them to achieve impressive style of success among rivalries in
an improved way.
In the view of Sam Ashe Edmunds, 2020, For attaining sustainable growth and
development, an organisation requires to introduce such products and services which is capable
of generating consumer loyalty in an improved mode as well as help them to acquire aggressive
position among competitors in a stipulated time duration (Herman, Hady and Arafah, 2018). In
this relation, market oriented practice plays a important role as it is concern with identifying
customer demand or need and developing suitable products or services in order to improve sales
performance within current industry. In addition to this, it drive Asda to analyse targeted
population potentiality and willingness to consume the particular products and on the basis of
that firm will be able to set affordable pricing strategy with an intent of maintaining long lasting
relationship in an amended manner (The Importance of Market Orientation for Emerging Firms,
2020). Along with this, it also drive Asda to understand the accurate scenario of industrial
competition which assist an organisation to make use of various promotional techniques like
sales promotion, public relation, personal selling, online or digital marketing, direct sales and so
on. With the utilisation of these promotional activities, it aid Asda to enlarge its market share or
size and also to cover wide range of population in an innovative style without any hindrances.
Apart from this, the practice of market orientation is to investigate or analyse the degree of

opposition between companies and also to anticipate the factors of existing business environment
in order to enrich the capability of Asda to obtain profit maximisation in an efficacious way.
Henceforth, for surviving inside industry for longer time frame and also to build healthy
relationship with customer the application of market oriented practices help Asda to accomplish
its pre determined objective as well as can meet high margin sales among focused consumers in
an amended mode (Jacoby, 2018).
To investigate the influence of market oriented practices on performance of the company
According to Dawit Tsegaye Sisay, 2017, As per current market analysis it has been
examined that an effective and productive market oriented practice is an essential component.
This is because, it aid an establishment to deliver the product or services on the basis of
customer demand or requirements in an effective manner. However, the concept of market
oriented define as a customer centred approach as its primary concern is to anticipate the
consumer preferences and make best strategic decision for maximising the profit margin and to
satisfy the population in an improved mode. Along with this, there are main different
determinants that involves under the aspect of market orientation are customer, product,
production, supplier, competitor orientation and inter-functional cooperation. Hence among
these various determinants of market orientation, customer orientation is considered as a key
factor to drive an business to improve overall performance in a better way (The influence of
market orientation on firm performance and members’ livelihood in Ethiopian seed producer
cooperatives, 2017). However, application or usage of market orientation inside organisation's
functional unit it influence its performance in a positive way. This is because, it support Asda to
retain its desired audience for longer time period towards brand by producing best quality of
commodity in an affordable price. Additionally, it also empower Asda to analyse its internal and
external factors such as political, economical, social, legal, technological and etc. in order to
enrich the capability of enterprise to gain competitive advantage among rivalries in an
expeditious manner (Luu, 2019). The another influence that Asda acquires with the application
of market oriented practice in its business function is that adoption of innovative or advanced
technologies as there is a huge demand among UK population regarding automated or artificial
intelligence inside business premises. However, it drive Asda to attract the attention of large
number of population towards brand by developing some online services like creation of
webpage, official websites, internet booking and many more. Henceforth, such contribution of

market oriented practice, it help Asda to place its brand in an aggressive or competent position
and also can attain sustainable growth in an effective way within prescribed time limit.
According to Ajayi M. Oluwatoyin, 2018, The aspect of market orientation enable an
organisation to create long lasting satisfaction and value among customer towards brand in an
impressive style. In this context, with the proper utilisation of available resources such as
promotion of product, pricing strategy, quality of commodity, placing in best location, following
simple procedure for delivering it enable Asda to stay competitive within the existing uncertain
business environment (The Impact of Market Orientation on Performance of Selected Hotels in
Ondo State, Nigeria, 2018). Henceforth, on the basis of overall understanding of the term market
orientation it has been identified that its is positively related to Asda performance. This is
because, it aid company to analyse the consumer demand and market competition as well as lead
them to make best contribution in order to obtain maximum level of consumer satisfaction and
generate affirmative outcome among targeted audience in a stipulated time period.
To study the relationship between market orientation and corporate governance
According to Georgios Batsakis, 2017, Market orientation is represented as a major
marketing strategy in which primal concern is about understanding and satisfying customer need
or demand in an effective manner in order to reach competitive edge (Corporate Governance
and Tobin's Q as a Measure of Organizational Performance, 2017). Hence, the usage of market
orientation is regraded as an important component as it enable establishment to offer value and
also to empower them to enhance its business performance consistently in an amended mode.
Moreover, in current business environment majority of the products are available within fierce
market which has direct interaction or affect over firm's profit margin. Hence, the only way that
help organisation to remain competitive is that optimum utilisation of available resources and
also can fulfil the customer requirements in an efficacious way (Molander, Fellesson and Friman,
2018). However, the concept of market orientation aid company to maintain parallel
communication inside cross departments as well as can motive firm to react with market changes
in an impressive or productive style in an expeditious mode. On the other hand, the term
corporate governance is define as the combination of policies, procedures, rules, process, laws
through which an organisation are operated, governed, directed and controlled with an aim of
accomplishing pre defined goal in an amended way. Therefore, it has been determined that there
is strong and healthy relationship or connection among market orientations and corporate

governance. This is because, it lead Asda to put its more focus on their business and customer
demand rather than their private interest like examining consumer requirements, analysing
market competition, governing business performance, contribution of manpower towards an
achievement of firm's objective and so on. Additionally, it also motive Asda to monitor all the
business activities among departments and also to generate enormous growth opportunities in
order to acquire increased level of coordination and collaboration among competitors in an
innovative or impressive style. Henceforth, development of appropriate marketing strategy and
grabbing the available growth opportunities help Asda to enlarge its market division and sales
performance in an improved manner (Montiel H, 2018).
CHAPTER 3: RESEARCH METHODOLOGY
Research methodology refers to the particular procedure as well as techniques which is
mainly used to analyse, process, select and identify appropriate information about a particular
topic (Long, 2015). Within the research paper, the methodology category allows the reader in
order to critically measure a study's of reliability and validity. Through making use of this
methodology researcher is able to reach conclusion in an effective manner.
Research Philosophy
It gives belief about several ways in which data towards particular subject or
phenomenon should be collected, used, gathered and analyse with the help of researcher. There
are two types and methods of research philosophy that could be used by researcher, mentioned
below:
Positivism: It is mainly used by the researcher in which he is able to focus on different
types of predicting things and able to reach appropriate results. Therefore, this method also
called scientific method which is used to evaluate and measurable entire structure method in
order to understand behaviour and values of people (Jaeger, Zacharias and Brettel, 2016).
Interpretivism: This is another type of research philosophy which is also used by
researcher for gathering and collecting appropriate data and methods in order to receive great
results in future.
From the above philosophies of research Positivism Philosophy has been chosen for
further investigation or concentrating on entire research to gain better results.

Research approach
It shows the procedure and plan used for particular research and includes 2 parts of
research approaches which is going to be discussed below:
Deductive: It comes under the so many variants like formulation of hypotheses, selection
of theories and summarising or collecting data. Therefore, it is generally called on testing theory.
Inductive: This type of research approach is more concerned about development of new
theories from the availability of data. It gives large number of ways and assumptions in order to
reach conclusion of particular research (Al-Ansaari, Bederr and Chen, 2015).
Thus, inductive approach has been selected to reach specific conclusion along with it
concentrates on overall functions of a research.
Research method
It refers to the process of offering systematic plan in order to conduct attaining goals and
objectives of any kind of research. There are two sorts of research mentioned below:
Qualitative research: With the help of this type of research researcher could have best
knowledge about human behaviour and attitude and than summarise research purpose.
Quantitative research: According to this method data generally collected from numeric
forms that only focus on the knowledge in depth ( Bapat and Mazumdar, 2015).
From the above types of research quantitative method of research has been selected in
order to get accurate knowledge and for effective presentation of findings so that researcher can
reach their targeted goals.
Source of data collection
There are two types of data collection which is going to be discussed beneath:
Primary source: In this source, researcher always able to get data from the first which it
means which is not used by any other person like interviews, polls, surveys and so on.
Secondary source: It gives accessibility of data which already exist and summarised
through few past researchers like books, journals, document and so on.
From the above mentioned sources use of primary as well as secondary data has been
used by the researcher to complete research project in a well manner. Primary sources provide an
authentic and up to date information to meet the criteria of research while secondary sources
provides a support to validate the findings of primary research (Bai and Chang, 2015). Use of
questionnaires is made to collect information from primary source while secondary information

is collected with he help of various available books, literature and online website and links to
achieve the objectives of this research.
Time frames and activities
For best framing of time there are few activities in which Gantt chart is one of them used
to distributes effective time frame, given below:
Gantt chart
It refers to the horizontal bar graph that mainly gives graphical presentation of several
task and it is combined with appropriate research. Thus, it brings transparency and clarity in the
work of researcher. Therefore, Gantt chart always considered as an important tool which is used
by researcher to identify several task and activities of the project (Tajeddini, 2016).
ACTIVITES WEEK
1
WEEK
2
WEEK
3
WEEK
4
WEEK
5
WEEK
6
WEEK
7
WEEK
8
WEEK
9
WE
1 0
Submission of research
proposal
Complete background
information for research
project
Collect secondary
sources of information
for research project
Complete research methodology
and collect primary and
secondary sources of information
Complete collecting
data for study and
present the result
Determining Budget

Data Interpretation and
analysis
Evaluating results and
findings
Complete the report and
submit the final report
For maintaining the authenticity and reliability of this research project use of random
sampling method is made as this provides an unbiased technique to select a group of people
from a large optional where each unit has equal chance of being included or selected for the
research purpose (Kazakov, 2016). A group of 50 respondents among the employees, workers,
supplier, customers and other stakeholders of ASDA are selected to determine the impact the
market oriented practices on corporate governance and on its performance as they are ones who
are directly related and get affected by the policy and strategy of ASDA company. Use of
questionnaire method is made to collect information from respondent as it provide an easiest and
cost effective way to gathered and collect responses and opinion of individuals with the help of a
written document that contain a combination of questions to evaluate and understand the
behaviour of respondents on the specified topic.
Questionnaire
Q1) Are you having any perception about the the impact of market oriented practices on
corporate governance and performance of company?
a) Yes
b) No
Q2) What advantages and usefulness are lead by market oriented practices for an
organisation?
a) Increase in sales volume
b) Better market share and profitability
c) Enhancement in competitive strength.
Q3) What are the possible challenges and issues related with maintenance of market
oriented practices within an enterprise?

a) Lack of adequate financial resources
b) Difficulty in product development
c) Sheer number of employees
d) Lack of communication and coordination
Q4) What negative implications are faced by ASDA because of workers strikes and
conflicts within its organisation?
a) Reduction in productivity
b) Negative impact on brand image and customer loyalty
c) Reduction in profit
Q5) What overall influence is created by market oriented practices on performance of an
organisation?
a) Positive
b) Negative
Q6) Are you agreed with the fact that, there is any kind of interrelationship between
market orientation and corporate governance?
a) Agreed
b) Disagreed
Q7) What are the main components and principal of Corporate governance that perform
a critical role in success of an organisation?
a) Transparency
b) Accountability
c) Security
d) All of the above
Q8) What positive impact could be lead by market oriented practices on corporate
governance and performance of a company like ASDA?
a) Resilience and faster adoption of change by corporate governance

b) Increase in innovation through listening to customers
c) continuous improvement in efficiency and effectiveness
Q9) What are the main factors that can be adopted by ASDA to have an effective
corporate governance in its organisation which is properly related and coordinated with
market oriented practises?
a)Attracting and maintaining qualified and talented directors
b) Meeting the requirement of corporate governance code
c) Meeting expectation of sophisticated shareholders
Q10) Any further recommendations for the ASDA company?
Research ethics- While collecting information from respondents and during the various
stages of research it is necessary to meet and fulfil all moral responsibility and conduct research
in an ethical way (Sun and Price, 2016). While conducting this research due consideration is
provided to all ethical and moral aspects of research and it also ensured that none of the research
question or activity hurts the sentiments or emotions of any respondent or individual. Proper
written consent and approval is taken from all the respondents and associated parties to conduct
and complete this investigation and research in an ethical way.
Research reliability and validity- It is mainly related with the authenticity and
reliability of collected data and judged through the fact that weather the research information is
meeting and fulfilling the criteria and objectives of research (Zhang and Zhu, 2016). To maintain
the validity and reliability of this research use of best research methodology and tools are made
which includes use of questionnaire and secondary research to meet the objectives on time. Use
of questionnaire ensure collection of data on time with minimum resources and cost and also
ensure the accuracy of information as the selected group of respondents includes all the
associated parties(employees, suppliers, customers and other stakeholders) of ASDA which have
relevant information about is business function and operation.
Research resources and budget- Use of various resources and assets like financial
resource, human resources, technical assistance, statical tool etc. are made to conduct and

complete this research project on time together with maintaining its cost efficiency. It is
estimated that for conducting this research and for procurement of various resources there is
requirement of around £ 600 on the basis of evaluation of various activities and task of research.
CHAPTER 4: DATA ANALYSIS
It is mainly associated with collection and gathering of information and arranging it in a
systematic manner to have proper analysis of research findings. With respect to this research use
of thematic approach of data analysis is made to have a better interpretation of information, a
description of which is provided below.
Interpretation and review of collected data
Theme 1: Perception about the the impact of market oriented practices on corporate
governance and performance of company
Q1) Are you having any perception about the the impact of
market oriented practices on corporate governance and
performance of company?
Frequency
a) Yes 45
b) No 5
b) No a) Yes
0
5
10
15
20
25
30
35
40
45
5
45

Interpretation
Out of the 50 respondent selected for this research project 45 individuals are having a
perception and idea about the the impact of market oriented practices on corporate governance
and performance of company where as 5 respondents are not having much understanding about
this.
Theme 2: Advantages and usefulness lead by market oriented practices
Q2) What advantages and usefulness are lead by market
oriented practices for an organisation?
Frequency
a) Increase in sales volume 20
b) Better market share and profitability 14
c) Enhancement in competitive strength. 16

Interpretation
a) Increase in sales volume
b) Better market share and profitability
c) Enhancement in competitive strength.
0
2
4
6
8
10
12
14
16
18
20
20
14
16
Frequency

Increase in sales volume is supported by maximum number of respondents i.e. 20
individuals out of 50 as a usefulness of market oriented practices. Beside this, the above chart is
depicting 14 individuals support better market share and profitability while 16 respondents
support enhancement in competitive strength as the the advantages of the market oriented
practices.
Theme 3: Possible challenges and issues related with maintenance of market oriented
practices
Q3) What are the possible challenges and issues related with
maintenance of market oriented practices within an
enterprise?
Frequency
a) Lack of adequate financial resources 10
b) Difficulty in product development 8
c) Sheer number of employees 14
d) Lack of communication and coordination 18
0
4
8
12
16
10 8
14
18
Frequency

Interpretation
With regard to above stated picture it can be evaluated that 10 individuals are having a
view point that lack of adequate financial resources is the issue faced while maintenance of
market oriented practices within an enterprise where as 8 respondents are in favour of difficulty
in product development. Further, 14 individuals are having an opinion that sheer number of
employees is a challenge faced by organisation during maintenance and management of market
oriented practises where as 18 respondents are supporting lack of communication and
coordination.
Theme 4: Negative implications are faced by ASDA because of workers strikes and conflicts
Q4) What negative implications are faced by ASDA because of
workers strikes and conflicts within its organisation?
Frequency
a) Reduction in productivity 20
b) Negative impact on brand image and customer loyalty 12
c) Reduction in profit 18
Interpretation
a) Reduction in productivity
b) Negative impact on brand image and customer loyalty
c) Reduction in profit
0
2
4
6
8
10
12
14
16
18
20
20
12
18

The over stated picture is reflecting that 20 individuals are having a thinking that
reduction in productivity is the the negative implication that is faced by ASDA due to strike and
conflicts at organisation where as 12 are in favour of negative impact on brand image. Further,
18 respondents are having a view point that reduction in profit is the biggest negative impact of
strike and conflicts.
Theme 5: Influence of market oriented practices on performance of an organisation
Q5) What overall influence is created by market oriented
practices on performance of an organisation?
Frequency
a) Positive 46
b) Negative 4
Interpretation
the graph pasted above is showing that 46 respondents believes that a positive influence
is created by market oriented practices on performance of an organisation while 4 individuals are
in favour of negative influence of market orientation practices that includes higher cost of
operations and many other.
a) Positive b) Negative
0
5
10
15
20
25
30
35
40
45
50 46
4

Theme 6: Interrelationship between market orientation and corporate governance
Q6) Are you agreed with the fact that, there is any kind of
interrelationship between market orientation and corporate
governance?
Frequency
a) Agreed 42
b) Disagreed 8
Interpretation
It has been evaluated on the basis of above picture that 42 respondents are agreed with
the fact that an interrelationship between market orientation and corporate governance is there
while 8 individuals are disagreed with this fact.
Theme 7: Main components and principles of Corporate governance
a) Agreed b) Disagreed
0
5
10
15
20
25
30
35
40
45 42
8

Q7) What are the main components and principle of
Corporate governance that perform a critical role in success
of an organisation?
Frequency
a) Transparency 12
b) Accountability 10
c) Security 15
d) All of the above 13
Interpretation
The above bar graph is reflecting that 12 respondents have suggested that transparency is
the main principal of corporate governance that plays most important role in success of
organisation while 10 individuals are showing a favour for accountability. Beside this, 15
individuals are supporting security as the most important principle of corporate governance
where as 13 respondents are supporting all the above options as the main components of
corporate governance.
Theme 8:Positive impact lead by market oriented practices on corporate governance and
performance
a) Transparency
b) Accountability
c) Security
d) All of the above
0
2
4
6
8
10
12
14
16

Q8) What positive impact could be lead by market oriented practices on
corporate governance and performance of a company like ASDA?
Frequency
a) Resilience and faster adoption of change by corporate governance 12
b) Increase in innovation through listening to customers 22
c) continuous improvement in efficiency and effectiveness 16
a) Resilience and faster adoption of change by corporate governance
c) continuous improvement in efficiency and effectiveness
0
5
10
15
20
25
12
22
16
Frequency
Interpretation
With respect to over stated diagram it can be evaluated that 12 respondents are having a
view point that resilience and faster adoption of change by corporate governance is lead by
marketing oriented practises while 22 individuals believes that increase in innovation through
listening to customers is a positive impact of marketing oriented practises. Further, 16
respondents believes that continuous improvement in efficiency and effectiveness is the
advantage lead by market oriented practices on corporate governance and performance.
Theme 9: Main factors that can be adopted by ASDA to have an effective corporate
governance, properly related and coordinated with market oriented practises
Q9) What are the main factors that can be adopted by ASDA Frequency

to have an effective corporate governance in its organisation
which is properly related and coordinated with market
oriented practises?
a)Attracting and maintaining qualified and talented directors 16
b) Meeting the requirement of corporate governance code 14
c) Meeting expectation of sophisticated shareholders 20
0
4
8
12
16
20 16 14
20
Frequency

Interpretation
The above drawn picture is provide information that 16 individuals in are favour of
Attracting and maintaining qualified and talented directors as a main factor that can be adopted
by ASDA to have an effective corporate governance in its organisation which is properly related
and coordinated with market oriented practises where as 14 are in support of Meeting the
requirement of corporate governance code. Along with this, 20 respondents are having an
opinion that Meeting expectation of sophisticated shareholders is the main factor to that can be
implemented by ASDA to have an effective corporate governance that is properly related and
coordinated with market oriented practises.

CHAPTER5: RECOMMENDATION AND ACTION PLAN
On the basis of review and analysis of collected data following recommendation can be
made for ASDA to counter the various issues associated with management of market orientation
and corporate strategy.
Recommendations It is recommended for ASDA to attract and retain highly qualified and talented directors
so that effective planning regarding the strategies and budget required for market
orientation can be formed. Well trained and skilled directors are having the capability to
take mutual decisions that provides a coordination and connection between market
orientation and corporate governance thus, meet the expectations and desires of all
stakeholders and associated parties to counter the issues related with management of
market orientation and corporate strategy.
 Compliance with requirement of corporate governance code is also recommended for
ASDA as it yield better control and accountability to counter and meet the issues related
with corporate governance and maintenance of positive behaviour and culture in the
organisation. Meeting the requirement of Corporate governance code will be beneficial
for ASDA as it will reduces the chances of conflicts among employees and encounter the
issue of workers strike in organisation.
 It is also recommanded for ASDA to meet the expectation of sophisticated stakeholders
through adopting effective leadership and management style which facilitates
participation of all associated parties and workforce in decision making so that an
effective strategy and plans can be made that meet expectation of all stakeholders that
facilitates effective corporate strategy together with better market orientation through
meeting the neds and demands of customers.
Action plan
On the basis of findings of this research project following action plan is prepared by
researcher for ASDA organisation for effective communication of research outcomes:
Issues Implication on ASDA Suggested Strategies to encounter
issue
Market orientation The issues related with effective An effective management of

issue market orientation mainly includes
lack of financial resources and
difficulty in product development
to meet the expectation of
customers. Its implication
includes lack of coordination and
communication together with
sheer number of employees.
resources together with better
planning is suggested for ASDA. To
solve the issue of lack of
coordination an participative
leadership style like democratic
style can be adopted by ASDA as it
also help in encounter the issue of
sheer employees through retaining
and maintaining talented employees.
Beside this, the market oriented
practices should meet the
expectations and desires of
customers through effective product
development strategy.
Corporate
governance issues
These issues are mainly associated
with effective culture and
atmosphere in the organisation.
The corporate governance issue
that is faced by ASDA includes
the workers strike over its new
contract that has lead to many
conflicts and negatively affects the
productivity and profitability of
organisation (Asda workers on
strike over new contracts - told to
sign or "face the sack before
Christmas". 2019).
To encounter the issues related with
corporate governance, ASDA should
effectively comply with the policies
of corporate governance code to
have better accountability and
control over various activities and
function of organisation. It facilitates
a better culture and atmosphere
within the organisation that reduces
the chances of confusion. Beside this
appointment and retaining of well
qualified and talented directors are
also suggested for better planning
and decision making to address the
issues related with corporate
governance.

Reflection
The journey associated with this investigation provides me a joyful experience together
with lots of information and knowledge regarding the concept of market orientation and
corporate governance. I had got various information about the the issues related with
management of market oriented practises that includes lack of funds, sheer number of employees
together with ineffective product development strategies. Beside this, I also learned that lack of
effective corporate governance can lead to ineffective workplace atmosphere and culture that
facilitates conflicts and worker's strike. To meet the objective and aims of this research many
efforts are made by me that includes collection of data from primary as well as secondary
research method. For gathering information from primary sources use of an questionnaire is
made by me that includes 10 questions to evaluate the opinion of respondents on the specific
topic. Beside this, under secondary research method a literature review is done which is based on
the data gathered from various online links and website.
While conducting this research many issues and challenges are faced by me that includes
lack of sufficient time and resources. These obstacles are timely identified by me and to
encounter these challenges use of various statistical tools like Gantt chart are made to ensure the
proper allocation of time and resource over various task to achieve the objectives on time and
with minimum cost. Beside this, issues related with management of team was also encountered
thus, various team bonding activities are also carried out me. Overall this, research has enhanced
and sharpen my research and professional skills thus, created various opportunity and
possibilities that can be encountered by me in future. The enhanced knowledge and skills are
helpful for me in my overall improvement and professional and educational development thus,
this research is very useful and significant for me.
Conclusion
On the basis of above research work it can be summarised that a number of issue are
encountered by an organisation during management of market orientation and corporate
governance which are mainly associated with ineffective communication, lack of funds and sheer
number of employees. To encounter these issues, appointment of talented and well qualified
directors is an effective way as it lead to efficiency in decision making and compliance with
corporate governance code lead to better culture and atmosphere in the organisation. Beside this,
a participative and effective leadership style and planning are also lead to reduction in the issues

relate with workplaces conflicts and lack of communication. The three main components of
corporate governance includes accountability, transparency and security which are essential for
ensuring success and effective performance of an organisation.

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APPENDICES
Research Proposal Form
Student Name: ______________________ Student ID: ____________
Centre Name: _____________________
Tutor: ________________ Date: ___________________
Unit: ____________________
Proposed Title: ______________________________________________
Section One: Title, objective, responsibilities
Title or working title of the research project (in the form of a question, objective
or hypothesis) To determine the impact of market oriented practices on corporate
governance and performance of company. A case study on ASDA.Aim
To study the impact of market oriented practices on corporate governance and
performance of company. A case study on ASDA.
Research objectives (e.g what is the question you want to answer? What do you
want to learn how to do? What do you want to find out?):
Research objectives
 To identify the usefulness of market oriented practices in Asda
 To investigate the influence of market oriented practices on performance of the
company.
 To study the relationship between market orientation and corporate

governance.
Research questions
 What is the usefulness of market oriented practices in Asda?
 What is the influence of market oriented practices on performance of the
company?
 What is the relationship between market orientation and corporate governance?
Section Two: Reasons for choosing this research project
Reasons for choosing the project (e.g links to other subjects you are studying,
personal interest, future plans, knowledge/skills you want to improve, why the
topic is important):
The main reason for selecting this topic is that it is helpful in attaining sustainability in
terms of profitability and productivity among competitors, the concept of market
orientation is regarded as one of the important element. This research also helpful for
researcher as it facilitates discovery of relationship between market orientation and
corporate governance and also enhance its skills and knowledge.
Section Three: Literature sources searched
Use of key literature sources to support your research question, objective or
hypothesis:
To identify the usefulness of market oriented practices in Asda
As per the opinion of Brian Hill, 2019, In the current scenario of industry, there
is high level of competition is seen among companies and firms to have better market
position and large customers base thus, the usefulness and importance of market
oriented practises are increasing for ASDA as it yield better promotion and marketing
of product and services.
To investigate the influence of market oriented practices on performance of the
company
According to the view point of Dawit Tsegaye Sisay, 2017, Effective and a
productive market oriented practices are essential for an organisation which should be
based on market analysis as it aid in capability of organisation and make it able to

deliver product and services as per the demands and expectation of customers.
To study the relationship between market orientation and corporate governance
According to Georgios Batsakis, 2017, Market orientation forms a major and crucial
part of marketing strategy in which primary concern is on understanding and satisfying
customer need or demand in an effective manner in order to reach competitive edge .
Development of appropriate marketing strategy and grabbing the available growth
opportunities will help Asda to enlarge its market division and sales performance in an
improved manner.
Section Four: Activities and timescales
Activities to be carried out during the research project (e.g research,
development and analysis of ideas, writing, data collection, numerical
analysis, tutor meetings, production of final outcome, evaluation,
writing the report):
The sequence of all the activities to be done for achieving and meeting
objectives of thus research project are shown below in the Gantt chart.
Milestone one: _________________
Target date (set by tutor): ____________________
Milestone two: _______________________
Target date (set by tutor): ______________________
Gantt Chart
ACTIVITES WEEK
1
WEEK
2
WEEK
3
WEEK
4
WEEK
5
WEEK
6
WEEK
7
Submission of research
proposal
Complete background
information for research
project

Collect secondary
sources of information
for research project
Complete research methodology
and collect primary and
secondary sources of information
Complete collecting
data for study and
present the result
Determining Budget
Data Interpretation and
analysis
Evaluating results and
findings
Complete the report and
submit the final report
Section Five: Research approach and methodologies
For this research project use of an effective research methodologies are made that
includes Positivism Philosophy, inductive research approach, quantitative research
method and data collection from both the sources i.e. primary and secondary sources
of information.
Comments and agreement from tutor
Comments (optional):
I confirm that the project is not work which has been or will be submitted for
another qualification and is appropriate.
Agreed: ________________ (name)_______________ Date ______________
Comments and agreement form project proposal checker( IV sampling)
Comments (Optional):

I confirm that the project is appropriate.
Agreed /Disagree: (Name of the IV)
Date
Research Ethics approval form
All students conducting research activity that involves human participants or the use of data
collected form human participants are required to gain ethical approval before commencing their
research. Please answer all relevant questions and note that your form may be returned if
incomplete.
For further support and guidance please see your respective Unit Tutor:
Before completing this form, we advise that you discuss your proposed research fully with your
unit tutor. Please complete this form in good time before your research project is due to
commence.
Section 1: Basic details:
Project title:
Student name:
Student ID number:
Programme:
College Name:
Intended research start date:
Intended research end date:
Section 2 Project summary
Please select all research methods that you plan to use as a part of your project:
Interviews Yes No
Questionnaires Yes No

Observations Yes No
Use of personal records Yes No
Data Analysis Yes No
Action Research Yes No
Focus Groups Yes No
Others (Please specify) :
Section 3: Participants
Please answer the following questions, giving full details where necessary.
Will your research involve human participants?
YES
Who are the participants? Tick all that apply:
Ages 12-16: Young people aged: 17-18 Adults:
How will participants be recruited (identified an approached)?
For this particular research work participants are recruited that are aware about the concept
of market orientation and corporate governance.
Describe the processes you will use to inform participants about what you are doing:
notice board are used together with emails to inform participants about the activities and
work of research.
How will you obtain consent from participants? Will this be written? How will it be made
clear to participants that they may withdraw consent to participate at any time?
Consent will be obtained in written form through signing of consent paper by participant.
Studies involving questionnaires: will participants be given the option of omitting questions
that do not wish to answer?
Yes No
If no please explain why below and ensure that you cover any ethical issues arising from this
Studies involving observation: Confirm whether participants will be asked for their

informed consent to be observed.
Yes No
Will you debrief participants at the end of their participation (i.e give them a brief
explanation of the study)?
Yes No
Will participants be given information about the findings of your study?(This could be a
brief summary of your findings in general)
Yes No
Section 4: Data Storage and Security
Confirm that all personal data will be stored and processed in compliance with the Data
Protection Act (1998)
Yes No
Who will have access to the data and personal information?
Only the researcher and the tutor can have the access on the personal information of
respondents.
During the research:
Where will the data be stored?
Will mobile devices such as USB storage and laptops be used
Yes No
If Yes, please provide further details:

After the research:
Where will the data be stored?
How long will the data and records be kept for and in what format?
Will data be kept for use by other researchers? Yes No
Section 5 : Ethical Issues
Are there any particular features of your proposed work, which may raise ethical concerns?
If so, please outline how you will deal with these:
It is important that you demonstrate your awareness of potential risks that may arise because
of your research. Please consider/address all issues that may apply. Ethical concerns may
include, but are not limited to the following :
 Informed consent.
 Potentially vulnerable participants.
 Sensitive topics
 Risk to participants and /or researchers
 Confidentiality/anonymity
 Disclosures/ limits to confidentiality
 Data storage and security, both during and after the research (including transfer,
sharing, encryption, protection).
 Reporting
 Dissemination and use of your findings.
Section 6: Declaration
I have read, understood and will abide by the institution’s Research and Ethics Policy:
Yes No
I have discussed the ethical issues relating to my research with my Unit Tutor:
Yes No
I confirm that to the best of my knowledge:
The above information is correct, and this is a full description of the ethical issues that
may arise in the course of my research
Name: Date:
Please submit your completed form to your supervisor and also attach to the Research

Proposal when submitting to Turnitin.