MARKETING PLAN

Marketing Plan

ASDA PLC Online Services

Introduction2

Marketing Plan2

SITUATION ANALYSIS3

PEST Analysis4

Political4

Economical5

Socio-cultural5

Technological6

ASDA'S THREATS AND OPPORTUNITIES6

COMPETITOR ANALYSIS7

ASDA'S STRENGTHS AND WEAKNESSES9

Strategy Development10

Purchase Process10

Customer Interest11

Market Segmentation11

Mass Marketing Strategy12

Mode of Market Entry12

Implementation13

Marketing Mix13

Distribution and Communication14

Advertisement16

Research and Development17

Critical Reflection17

Conclusion18

References20

Marketing Planning

Introduction

ASDA is a chain of supermarkets, which operates under Wal-Mart Stores Inc., and is selling similar goods to the head company. They are known for their low prices, convenient locations, as well as friendly services. ASDA is operating only in UK for the time being, and is very popular among local customers, since it offers a very wide range of products, and has more than 500 stores all across the country, so that buyers can find any product from food to electronics, clothes or household products under one roof and in convenient location.

Marketing Plan

The main aim in forming strategies for customers is making sure their needs are fulfilled. ASDA manages to satisfy their customers in a satisfactory manner by employing such strategies, while at the same time forms a stronger relationship with clients. ASDA also focuses on bringing their products into an affordable range for customers. In its efforts, the company continuously updates the offered prices of both basic and premium products. It is also very important for ASDA to maintain its impression and hold their trust in their products. ASDA works to maintain its reputation as a company that produces only high quality products, therefore, it maintains the enhancements and up gradation of its tools and machinery. ASDA stresses on treating each of its customers separately as unique individuals. The price and the kind of product are sold keeping in mind the needs of the area where it is operating (Annual Report ASDA, 2012).

Situation Analysis

This section conducts an analysis of ASDA's position in the market and helps customers understand it by providing a PEST analysis. The research will also analyze the Porter Five Forces to determine strategies for ASDA to establish in the Russian market.

PEST Analysis

PEST is an acronym for “Political, Economic, Social and Technological”. These aspects analyze the variability in the business environment. Sparks et al. (2003) suggests that for a company to grow and spread in other areas, it must be aware of these aspects of a business.

Political

Since the company is forming its establishment in Northern Europe, the European Union and Asian Retail Sector cannot be overlooked. The geopolitical differences between Russia and the European Union have apparently been temporarily been resolved and Russia's focus has shifted towards tackling and overcoming the global recession by increasing their trade with the world. ASDA has earned governmental support for domestic associations due to the increasing requirement for both small and large businesses as stated in the Gain Report (2010). In light of this, the company must acknowledge these various political aspects governing its establishment in the Russian market.

Economical

The current financial crisis has resulted in the worst economic downfall after the World War II. Experts predict that by the year 2015, the Russian government may have to suffer an economic loss of as much as 80 ...