ASDA
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 Planning and Range of Tools with Techniques are involved in developing a Market Strategy.
Using marketing principles, theories and concepts critically I am about to evaluate a range of tools and techniques used by a ASDA. The general evaluation of their marketing strategy is to be found considering each of the following: 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 ASDA has embraced e-business strategies in their marketing.
Company Profile
ASDA was started with the vision of the founding fathers to make it a one stop shop for all the needs of the consumers. The company is one of the well known supermarket chains located in the UK. It has on offer food, clothing as well as general merchandise items for its consumers. In 1999 the company came together with Wal-Mart.
The history of the company goes back in time to the 1920s. At that time the Asquith family owned a butchers shop at Knottingely in West Yorkshire. The two brothers in the family, Fred and Peter took over the business and were also the founders of ASDA. At the same time another company with the name of Craven Dairies ltd was formed with the help of a group of West Riding Dairy Farmers. In 1949 the companies merged to establish the Associated Dairies & Farm Stores Ltd. It 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 format of the ASDA stores is simple with green and white colors. After it became one of the subsidiaries of Wal-Mart there were many super centers opened by both the companies jointly. At present there are a total of 21 such supermarkets in UK alone. In 2003 the company brought into the market "ASDA living" which was the first general store of the company. It sold a range of products including clothing, toys, home electronics, health products, homewares, 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.
In 2006 ASDA introduced ASDA Essentials that stocked the products of the company. This served to compete with the other discount supermarkets in the region. However the store was closed down in 2007. The company also has its online store that started in 1998. It sells items in a number of categories including travel, entertainment, furniture, electrical, gifts, mobile phones, and flowers. The company also sells its own brand of clothing known as George. In 2007 the company launched ASDA electrical that focused on electrical products. This is to compete with Tesco Direct of Tesco.
ASDA has been reported to be one of the best known companies to work for. There is a discount of 10% on all the goods that are purchased by the staff from the company. Also in December there is a double discount day wherein the staff members are allowed a discount of 20% on their purchases. The company strives to make shopping at the stores an enjoyable experience for the customers. The company has many disability as well as family-friendly services that are available at all the stores that ensure that the company is able to cater to the different needs