Part_1.docx - Running head ASDA STORES LIMITED MARKETING...

Info icon This preview shows pages 1–4. Sign up to view the full content.

Running head: ASDA STORES LIMITED MARKETING PLAN 1 Asda Stores Limited Market Plan Name Institution
Image of page 1

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

ASDA STORES LIMITED MARKETING PLAN 2 Part 1 Asda Stores Limited Market Plan Company overview Asda stores limited are a leading United Kingdom retail supermarket whose headquarters is in Leeds, West York Shire. In 1999, the company became a wholly owned subsidiary of Wal- Mart, a leading American corporate retail giant after its acquisition at £6.7 billion. The core business of the supermarket is to retail goods and services, although it offers other services such as financial services. Furthermore, the supermarket has a mobile phone company. Basically, the marketing promotion undertaken by the company is based mainly on the pricing strategy and just like Wal-Mart, its parent company; it uses the slogan “Save money, Live better”. However, it is the low price strategy adopted by the company that has raised ethical question where it underpays its workers in foreign countries like Indonesia in order to sustain its low price policy. Current situation market analysis The situation analysis is based on the internal and external factors that affect businesses. The internal environment is based on the procedures and processes that the company can control while the external analysis is premised on PESTEL model that entails political, economic, social, technological, ecological and legal factors, which are beyond the control of the company. Internal analysis The analysis is based on the controllable variables of the company. In the case of Asda, the internal factors are employees, communication and products. Employees The employees are a vital component of the success of an organization because they participate in almost all procedures and processes. Asda has approximately 150,000 employees,
Image of page 2
ASDA STORES LIMITED MARKETING PLAN 3 where 90,000 are casual while 60,000 work on full time basis. The aim of employing both full time and part time employees is to reduce the employees’ expenses so that it can attain its low products price strategies. The employees serve several functions that include marketing, research and development, general management of the organization and other duties. Products Asda sells different varieties of goods and services to its consumers. At first, the supermarket was posting poor performance, but its merger with Wal-Mart enhanced its performance as the organization has increased its product lines to include clothes, grocery and electronic goods alongside other products that can be retailed or based on online retailing. When online retailing is taken into account, the users of the products can access the store through its website where they can order for their goods, which are then delivered to the customer’s residence the following day.
Image of page 3

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

Image of page 4
This is the end of the preview. Sign up to access the rest of the document.
  • Fall '10
  • YANG
  • Marketing, Asda Stores Limited, limited marketing plan, asda stores, STORES LIMITED MARKETING

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern