Marketing Essentials Report: ASDA, M&S, Marketing Mix & Planning

This report provides a comprehensive overview of marketing essentials, using ASDA as a case study. It begins by outlining the roles and responsibilities of the marketing function within ASDA, including brand management, promotional planning, and social media monitoring. The report then explor...Read More

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Role and responsibility of marketing function in TUI......................................................3
P2 Interrelationship of other functional units of Asda with marketing departments.............5
TASK 2............................................................................................................................................6
P3 Comparison of marketing mix tool of Asda and Marks and Spencer...............................6
TASK 4............................................................................................................................................9
P4 Basic marketing plan.........................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing essential is a term that is used by today’s competitive firm for enhancing and
exploring their business unit and for make a good brand image in the market. It makes the
connection between customers and the firm and its products and services. This report includes
the ASDA company which is one of the leading retail store in the UK. It provides various
products like food, drinks, baby products, home wares, healthcare etc. This report includes the
marketing function and their roles and responsibilities with other marketing environment and
other marketing departments of the organization. This is important to interrelate for enhancing
the profits and smooth functioning of the activities. Further it shows the marketing elements that
help in compare the study for enhancing and exploring the firm. At last it shows the business
plan that shows the newly launched product of ASDA for earning more profits.
TASK 1
P1 Role and responsibility of marketing function in TUI
Marketing is a concept of effectively bringing the products of the company into the marketplace
and promoting them according to the current market trends and behaviour of potential buyers.
Marketing is a tool by which companies that word about its production and services basically its
offering in which it is dealing and by which earns its expected revenue and profit units
(Macarthy, 2018). The marketing professionals and marketing team of an organisation has
various roles and responsibilities which plays a vital role in promoting and selling actions of the
entity. It is the job of marketing team to reach out to the excellent public for developing an
effective and positive image of the organisation and the offerings of it. Use specific roles and
responsibilities which are are performed by marketing team of Asda are as follows:
ROLES of marketing function of Asda: Defining and managing the brand is one of the most essential an important role of
marketing professionals involve him studying word about the entity, the company stands
for, are the specific offerings that is products and services of the organisation and the
respective company works. The marketing team of Asda will be performing activities on

behalf of the entity for informing and appropriate information to people about the
operations and its offerings. Producing marketing and promotional plans is another very essential activity and roll
performed by marketing team of Asda (Gonzalez-Zapatero, Gonzalez-Benito and
Lannelongue, 2016). The marketing professionals will conduct market research in order
to identify and determine the needs of the people and focuses on the products and
services which are actually required by them. According to this research getting team will
develop marketing campaigns and take initiative for promoting the offerings of Asda in a
way to change the buying behaviour of people in favour of of the organisation. Monitoring and managing social media is another essential role of marketing team of all
different organisation and as of Asda. The marketing professionals be assigned for this
particular role there they keep an appropriate eye on the social media platforms of the
company by which they are reaching to maximum population and promoting their
products and services.
RESPONSIBILITIES of marketing function of Asda:
 Conducting customer and market research is a very necessary and important task which
is conducted by the marketing professionals of Asda as it is their responsibility to keep a
check and monitor the marketplace. this is one of the most essential responsibility of
marketing professionals because in the current scenario the market and customer needs
are regularly evolving which makes it a very necessary task for marketing team. By
conducting customer and market research company can easily determine and define its
target market along with it also assist in grabbing emerging opportunities in the external
environment (Daoud, 2016). Monitoring competition is necessary because as the market is changing consumers
behaviour is changing competition is also changing and increasing in the super market
retail industry. The marketing team and professional of Asda needs to monitor the
competition present in the marketplace for knowing their position and knowing where
they stand in comparison with Asda. Monitoring competition also enable the entity to
bring in those practices which are helpful for the competitor and also prove to be helpful
and potential for Asda itself.

 Defining strategic marketing plans is another responsibility which is fulfilled by the
marketing professionals. as the marketing team conducts market research, analyse the
behaviour of customer and also monitors the competitors another responsibility which
they perform is developing cost effective marketing plans and strategies for Asda in order
to direct the organisation towards right path for attaining there long-term pre-determine
goals and objectives.
P2 Interrelationship of other functional units of Asda with marketing departments
Marketing plays a crucial role in achieving the targets of an organisation through setting an
effective connection and collaboration with all functional units of a company, thus lead to a vital
role in managing broader organisational context (Alford and Page, 2015). In order to get better
implication about role and responsibility of marketing in broader organisational context a
description about interrelation between marketing and other functional unit of Asda is provided
below:
Marketing and finance department- it is the responsibility of finance department of an
organisation to manage the revenue and expenses of a company in an effective and most vital
way. Thus, an adequate amount of monetary fund’s and revenue is required by finance
department of Asda to meet its day to day expenses and maintain its liquidity. Thus, fiancé
department is helpful for marketing as it ensures availability of better funds to meet expanses of
advertising and other tools of marketing. Further, monetary demand of finance department could
only be meet by effective marketing as it the aspect that lead to enhancement in overall sales
revenue and profitability of an organisation. Thus, it can be evaluated that an interrelationship
between marketing and finance department plays a crucial role in efficient and smooth working
of Asda company through enhancing overall profits and sales revenue for finance department to
meet various expenses.
Marketing and HR department- Recruitment of talented and more competent staff for
betterment and success of an organisation is a crucial role of HR department. Marketing of Asda
plays vital role in supporting HR department as it ensures effective advertising and promotion of
job vacancy and job description to attract wider pool of candidates for HR department so that a
more suitable and competent candidate can be selected by HR department. Further, HR
department of Asda ensures better efficiency level of members and employees of marketing team
to enhance the sales and profitability of organisation. Thus, it can be evaluated that an

interrelation and connection between marketing and HR is beneficial for overall organisation as
it ensures selection of more competent individuals that ensure effective promotion and marketing
of product to achieve the target of higher sales and profitability.
Marketing and sales department- The main aim of sales department of Asda company is
achieving higher level of sales and profitability that cannot be possible without effective
marketing and promotion of product. Thus, an interrelation and collaboration between marketing
and sales department is necessary and crucial for overall success and benefit of an organisation.
Marketing plays a crucial role in analysis of current trends and demands of target market thus,
support sales department of Asda to provide products and services that are liked by customers.
Thus, connection between sales and marketing ensures higher revenue and profitability for Asda
company through meeting the demands and expectations of customers and also helps in
maintaining a balance between expected demand and supply of a product.
TASK 2
P3 Comparison of marketing mix tool of Asda and Marks and Spencer
Marketing mix - It refers to a framework that is used by the companies to set an actions, tactics
and strategies related to promote the brand or their offerings in the competitive market. It
consists of 7Ps that helps in monitor all the marketing goals that a company can adopts.
Marketing manager of a ASDA make a chart that shows the comparative study of all the 7 Ps. It
can be mentioned below.
Basis ASDA Marks & Spenser
Product ASDA is one of the leading
retail organization in UK that
deals in various types of
product range like drinks,
foods, household, home ware,
baby and kids toys, footwear
and healthcare (Rundh, 2016).
Marks & Spenser, is one of
the best retailer in the UK, that
deals in variety of products
like food, clothing, cosmetics,
accessories, home-wares,
furniture and flowers.
Price ASDA, follows a cheap and
reasonable pricing strategy
Marks & Spenser follows a
premium pricing strategy and

because it targets the moderate
customers. They also adopts
the promotional pricing
strategy that helps in creating
high revenues with high sales.
targets the high-elite peoples.
And they also adopts the
competitive pricing model to
attract many customer who
give worth to the money when
purchase the products.
Place ASDA is a giant superstore
which has number of stores in
various countries like
Stantonbury, Norwich, UK,
Barnstaple, and Newport. It
has 400 approx outlets in all
over the world.
They spread its market in all
over the world as there stores
are avilavle in Egypt, Qatar,
Finland, Kabul, Canada,
France, Belgium, India, Spain
and many more other
countries. And it has almost
1000 stores globally.
Promotion It uses modern way of
promotional tools like social
media to attract numbers of
people. They promote their
products via facebook and
create a strong brand image.
Marks & Spenser follows both
types of promotional tools like
traditional as well as modern.
In this they use newspaper,
radio, billboards and social
media and also their online
website to promote their
products (Erevelles, Fukawa
and Swayne, 2016).
People In this elements people play a
great role in ASDA as there
sales people are well trained to
attend the customer that helps
in earning more and more
profits. In these employees
who are engaged in customer
service department can
The strength of Marks and
Spenser is there employees
which are approx more than
80000, and because of this
they pay extra attention on tier
employees and give their
friendly environment so that
they work efficiently and

politely gives the solution to
the customer problems.
effectively.
Physical evidence ASDA is one of the best
supermarket stores in UK
which sells its product
offerings in unique way of
packaging so that customers
who visit on the store can
easily identify the company
products. This will increase
the brand image (Eagle, 2019).
The physical evidence of the
company depends on their
physical outlets tat was
present all over the world
from which company can give
the offers to their customer
like home delivery, cash on
delivery etc.
Process Process is the main element of
marketing mix that helps in
ensuring that all the products
are available on all the stores.
If not then a system software
notify it nearby stores to refill
the stock.
Marks & Spenser properly
research the market and
capture the opportunities to
satisfy the customer needs, for
this they follow a online
feedback process for smooth
running of the activities.
Marketing planning process
It refers to a dimension that was developed to understand and make the marketing plan
which involves all the marketing objectives, program, strategies and actions that helps in
designing the product as per the customer demand. Marketing manager of a ASDA make a
marketing planning process to analyze the various factor which helps in understanding the
market and its target customers.
 Situation analysis- It is the First stage where the manager of a ASDA take all the
competitive advantage for this they analyze the whole market and its customers need and
wants. This helps in making the product that is core step in completing the mission and
enhancing the firms (Arendt and Allain, 2019).
 Marketing strategy- In this step manager of a ASDA make a strategy that helps in
maintaining the loyalty in the exiting customers for this they properly follow the first step
of analyzing the situation.

 Marketing mix- It is the third step where ASDA offers a variety of product to its
customers by using seven elements of the marketing mix. And because of this every
customer value the products and the brand value. This also helps in gaining the
competitive advantage in the market place.
Implementation and control- it is an important stage where manager need to implement all the
step and their work that it can be done properly or not. In this customer give their feedback about
the products and according to they if there is any changes needed than company can do easily
while taking corrective actions. It helps in maintaining the brand image in the market and also
helps in gaining the customer loyalty (de Talhouet, 2020).
TASK 4
P4 Basic marketing plan
Company overview
Asda is a British supermarket retail store which was founded in 1949 by Peter and Fred Asquith
and Sir Noel Stockdale. The company is headquartered in in England UK and a subsidiary of the
parent Walmart. Isa is an organisation which is currently serving to various large markets such as
American and European markets follow the expansion policy. The company expand its business
into number of markets geographical. This business plan is developed for Asda for introducing
there clothing line. Asda deals in grocery financial services and in general merchandises. Now
which changing market conditions increasing competition is the is planning to who introduced
their clothing line as well.
Vision
Is the second largest retailer in the UK and it has been the largest subsidiary of Walmart. The
vision statement of states that the supermarket chain aims at the becoming Britain’s best value
retailer exceeding the needs of customers regularly.
Mission
Currently Asda deals in grocery and financial services serving to large customer base on regular
basis but with increasing competition in in detail industry is planning to add clothing line also in
the supermarkets like its competitor Marks and Spencer (Mukherji, Pattanaik and Sundrum,
2019).
Strategic Objective

 To increase sales and revenue unit by 10% in next 6 months.
 To increase customer base by 6% in next 8 months.
 To increase profit units by 8% in next 12 months.
STP Segmentation is a technique of dividing the market place and the population in smaller
groups for recognising the potential segment according to the offerings of business.
Market can be segmented into four manners which are demographical, geographical,
behavioural and psychographic. Asda segments its marketplace geographically as
company continuously expand into new market places and make its presence. Targeting stage comes after segmentation when company first appropriately analyse and
evaluate the whole marketplace and then target their potential customers according to the
offerings of it and needs of the people. Asda is a market retailer which serves to to all
different segments of society higher middle or lower class. But with it's clothing line
company is focusing on middle and higher segments of society and targeting them
(Papadas, Avlonitis and Carrigan, 2017). Positioning stage refers to position the brand and the offerings in the marketplace in the
most effective manner by attracting the attention larger population. For effective
positioning Asda can make use of digital tools and social media as technology and digital
tools is the part of basic day to day life of people can help the company in reaching to
maximum population in very less time.
Marketing mix Product is new as Asda has expanded and introduced product line that is clothes
premium quality and durability. Price policy adopted is price penetration where initially sold and the growth the company
will make changes in their pricing structure. Place, currently the new product line is only introduced in UK and all the outlets of
British marketplace. Once the company start making profits then it will expand the
product line into international stores present in other marketplaces. Promotion tool which most potential for Asda by looking at the current market situation
is social media. We can make use of different social media platforms For spreading word
about their new clothing line.

 People associated with as there are skilled and very potential in retail sector but for
enhancing their skills sets company will provide them training and development sessions. Physical evidence of the new product line will be e the branding and promotions
performed by company along with the physical Store will be the best physical evidence.
Monitoring and controlling
For supervising and controlling company have used: Feedbacks- It is one of the most common monitoring and controlling technique which is
used by organisations and which will be helpful for Asda. As by collecting regular
feedback from the people and customers buying new clothing products Asda can evaluate
the productiveness and effectiveness of the product line. Feedbacks will enable the
marketing manager of Asda to know that where the company is lacking and how much
the customers are satisfied with the new offerings (Onozuka, 2019). KPI’s- This is one tool which will enable Asda to make comparison between the sales
unit and revenue standards of earlier and after launching the new product line. key
performance indicators will enable the marketing manager to analyse fast performance of
company and the current performance along with knowing the rise in sales and revenue
units after implementing new product line.
CONCLUSION
The above report conclude that marketing is one of the most essential concept and tool which is
used by organisations for conduct a is active market research and accordingly make the
promotional plans along with other growth and success plans. The marketing essential unit first
analyse the different roles and accountabilities of marketing department along with the
interrelationship of marketing with other functional unit of the organisation. Moreover,
comparison of marketing mix strategy of Asda and its competitor Mark and Spencer is done
following their effects on the marketing planning process. Once the comparison is done then a
marketing plan is developed thoroughly for introducing and launching new product line in the
marketplace.

REFERENCES
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