ASDA

The one stop shop for every need

Planning, Tools and Techniques in developing a Market Strategy

Submitted to
Mr. Hakeem Ajonbadi- Senior Lecturer
CECOS London College, London, UK
In the Partial Fulfillment of the Requirements for the Diploma in Management
Studies NQF Level 7, Leading to MBA, Wales University

Prepared by
Anup Lal Shrestha
Date
13/10/2009
College Registration Number- CLC 42247
Task 1

Investigate the Planning and Range of Tools and Techniques involved in

developing a Market Strategy.

Using marketing principles, theories and concepts critically evaluate a range of

tools and techniques used by a retail store of your choice. You should begin with
general evaluation of their marketing strategy and then consider each of the
following:

An assessment of the importance and the use of information in their marketing

strategy.
An analysis of how the global context has been incorporated into their marketing
strategy.
A reflection on how the retail store has embraced e-business strategies in their
marketing.
Introduction

The purpose of this assignment is to partially fulfill the requirements for MBA
program and address three tasks stipulated by the assignment brief for unit 17-
Strategic Marketing Management. The assignment is produced in the form of
business report.

The first part of report shows understanding and application of the Planning
Principle and Range of Tools and Techniques, involved in developing a Market
Strategy of ASDA in Task 1. The second part involves in examining a range of
marketing strategy options for The Ford Motor Company for Task 2. Lastly, the
third section of the assignment to explore the implications of changes in the
marketing Environment for organizations for Airline industry like British Airways to
assess the impact of the environmental changes in the UK economy in particular
and world business environmental changes in UK also regarding the private label
of Argos which is becoming the threats for the products with their brand.
Task 1

Company Profile

ASDA became the one stop shop for all the needs of customers as was started
with the vision of founding fathers. It has become the number one supermarket
chain located in the UK. It has got the wide variety of offer food, clothing as well
as general merchandise items for its customers. The company came together
with Wal-Mart in the year 1999.

In 1920s, the history begun when Asquith family owned the butchers shops at
Knottingely. The two brother Fred and Peter who took over the business who
were also the founders of ASDA. The two company’s Craven Dairies Ltd. and
West Riding Dairy Farmers merged in 1949 to establish the Associated Dairies &
Farm Stores ltd. was only in 1965 that the company got its present name when
Associated Diaries came together with Asquith. As per records of 2007 the
company has a share of 16.8% in the grocery market of UK.

The simple white and green colors were the format of ASDA. There were many
super centers in the UK when it became one of the subsidiaries of Wal-Mart.
Today, there are total of 21 such supermarkets in the UK alone. The company
brought into the market “ASDA Living” which was the general store of the
company in 2003. They sold a range of products including clothing, toys, home
electronic products, health products, home appliances, as well as beauty
products. The company has joined hands with the Compass group that has
coffee shops in a few of the stores of the company.

Mission and Objectives

ASDA aims to be the Britain’s Best value retailer exceeding customer needs
always.
Its purpose is to make goods and services more affordable for everyone. Their
values show what the company believes. These values include
• respect for the individual
• aiming for excellence
• good customer service
New colleagues receive a detailed induction into all three of these.

Marketing Plan
ASDA has got its extensive plans to fulfill the future for customer satisfaction.
• To provide goods and services that are cheap and affordable to consumers or
the public.
• To reduce the cost objectives of their items/products
• To recycle their waste
• To package their products well
• To support voluntary services
ASDA was the second largest supermarket chain in the United Kingdom (U.K.).
Positioned as a value for money store, it sold groceries, apparel, CDs, books,
videos, and other household items. ASDA, which was taken over by Wal-Mart in
1999, had used the formula of Every Day Low Prices (EDLP) to gain market
share in the British retail market. The initiative proved successful for a few years,
but stopped yielding results as competition increased. In 2005, ASDA’s sales
declined and market share fell from 16.7% in 2004 to 16.5% in 2005.
Task 2

Company Profile

Ford, a global brand with a global visionWho doesn't know the Ford automobile
brand, the namesake of the slightly less famous name of Henry Ford and long
time company confirming the good health of the North American economy?
During these one hundred years of existence (the company was founded on 16
June 1903) the group got its first taste of the glory days in 1908 with the launch
of the first vehicle in the automobile industry, the mystic Ford T painted in one
colour, black. It's no exaggeration to say that Ford is now very much part of the
world economic climate.Far from intent on basing operations on a unique brand
and type of automobile, the group embarked on a series of buyouts. This gave
the company the deeper rooted presence it enjoys in the automobile industry
today.They are also involved in credit operations with Ford Credit and the
production of spare parts and lubricants via MotorCraft.Their brands include
Ford, Volvo, Mercury, Lincoln, Jaguar, Mazda, Land Rover, and Aston Martin.

Mission

Ford Motor Company is a worldwide leader in automotive and automotive-related

products and services as well as in newer industries such as aerospace,
communications and financial services. Our mission is to improve continually our
products and services to meet our customers’ needs, allowing us to prosper as a
business and to provide a reasonable return for our stockholders, the owners of
our business.

Values

How do we accomplish our mission is as important as the mission itself.

Fundamental to success for the company are these basic values:

•People: Our people are the source of our strength. They provide our
corporate intelligence and determine our reputation and vitality. Involvement
and teamwork are our core human values.
 •Products: Our products are the end result of our efforts, and they should be
the best in serving our customers worldwide. As our products are viewed, so
are we viewed.

Profits:
Profits are the ultimate measure of how efficiently we provide customers with the
best products for their needs. Profits are required to survive and grow.
Conclusions

The business sector in which ASDA works is highly competitive. Supermarkets

need to keep customers loyal. ASDA keeps them loyal by having a good effect in
the places in which it works.

Recommendations

Every business needs lots of information to grow bigger or improve its services
and facilities, in the same way I recommend the company to start the business to
overseas countries like my home country- Nepal, so that every human beings
wants shopping in such a good place with cheap price.
The quality of any services department relies as much on product itself as it
relies on the staff that it acquires. The staff is selected on merit and proper
training of the staff is a must for ensuring quality. Proper incentives are also
required to keep them motivated and agile.

References

ASDA’s Corporate site, www.your.ASDA.com

The Times 100, www.thetimes100.co.uk
The Times 100 Edition 11, www.tt100.biz
Wikipedia, www.en.wikipedia.org
Corporate Watch, www.archive.corporatewatch.org
ASDA’s Advertising Site, www.about-asda.com
Financial Online Journal, www.companiesandmarkets.com