ASDA

Strategic Management for Asda

Executive summary

Globalisation undoubtedly paved new ways and horizons for the giants of the business world, and they too took utmost advantage of the opportunities that came their way. The ever increasing competition compels almost every firm to employ numerous competitive strategies. This paper discusses the fate of Asda, and how over time has it been able to deploy and execute its competitive strategies successfully. Moreover, the paper further critically analyses those strategies and discovers the rationale behind their employment. Furthermore, the paper also provides the possible recommendations which asda can employ to strengthen and consolidate their combative approach.

Strategic Management for Asda

Introduction

Globalisation over time has played a pivotal role in altering the course of trade and business altogether. The business practices which were earlier confined to the geographical borders only, are now being employed even at international level, with the objective of business expansion and exploration of the numerous opportunities that exist in international regions, with respect to the increased customer base, new horizons for the business, as well as the goal of maximising the scope of the company as much as possible.

There have been numerous companies in the world that took advantage of the advent of globalisation in the modern age. Globalisation undoubtedly paved new ways and horizons for the giants of the business world, and they too took utmost advantage of the opportunities that came their way. With the arrival of such opportunities, came along the stern and ever increasing competition, among the infinite companies that exist within the region, as well as in the international arena. Moreover, it was this ever increasing competition and diminution of the monopoly of a few gigantic players, which paved way for companies to devise the distinct competitive strategies. These companies devised and are still devising the competitive strategies, in order to not only out-do their competition but also develop a consolidated place for themselves in the business arena.

Asda

Asda currently is amongst the biggest super market retailing chain in UK, which mainly comprises of almost all the necessities of a common household. Asda entails a fascinating history, before Wal-Mart bought ASDA, and made its wholly owned subsidiary. It was 1965, when two brothers, belonging to Yorkshire, formed the Asda stores Ltd. At the outset the objective of establishing a shop, was merely to provide residents with the Fresh products. Although it was a slow and gradual process of acquisition and the building of shops, yet Asda was successful in turning itself from mere one initial Small store to a lucrative chain of supermarkets in the significant locations of UK. After MFI Merged with asda in the year 1985 and sold MFI after two years for a lucrative amount of almost US $800 million; it was from there that Asda started to impart new introductions into the line of products and brands it earlier possessed. Amongst the extensions, was the launch of a new apparel range, under the brand name of George. The brand was earlier available in only a few ...