• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

In What Ways Have ASDA Maintained Competitive Advantage?

Extracts from this document...


In What Ways Have ASDA Maintained Competitive Advantage? The supermarket industry is fiercely competitive and is currently dominated by the "Big Three" companies: Sainsbury's, Tesco and ASDA. To ensure that they remain in these three, it is important that each company gains and maintains their own competitive advantage. So, in what ways does ASDA do this? The three main factors that help ASDA maintain a competitive advantage are: * Reputation * Advertising * Market Research ASDA is well known for being the friendliest and cheapest supermarket. Customers can expect the legendary 'service with personality' from all employees and the products they want at the lowest prices. This reputation is invaluable as it is the main reason why people shop and continue to shop at ASDA. To maintain this competitive advantage, ASDA make sure that their staff are as helpful as possible and regularly check to ensure that they are. ...read more.


This association will make people who tend to shop at different supermarkets want to shop at ASDA if they feel that they offer a better service and are better value. Market research is also vitally important to maintain their competitive advantage. Market Research ensures that ASDA provide everything that their customer needs and also finds new products that customers would be interested in. To make this competitive advantage as long-lasting as possible, ASDA frequently research into customer care, consumer issues and product development, as well as ongoing advertising campaigns and price comparison. This helps ASDA keep 'ahead of the game' and offer goods and services that their main competitors do not yet offer. Customers are also welcome to submit their feedback to ASDA through questionnaires available on their exit. These questionnaires help ASDA to find out the needs of their customers by interacting directly with them. Although these are the three main factors that help ASDA maintain a competitive advantage, others are just as important. ...read more.


New specialised counters are constantly being added to help customers find what they want more easily and to ensure that the food is of high standard. These include specialisation in pizza, chicken, and fresh salads and fruits. Specialisation allows ASDA to assign employees to make a certain type of food. By just concentrating on this food, this ensures that it is of high quality and the employee will be as helpful as possible because they will know a lot about it. Conclusion ASDA rely on competitive advantage to keep their existing customers and to encourage other people to shop there. ASDA have many ways to ensure that they maintain this advantage. These include market research, advertising, the Internet, innovation and most importantly, their reputation. All of these factors guarantee that ASDA is more attractive to shoppers than their main competitors and make people want to shop there. ASDA take competitive advantage very seriously and this has caused them to win numerous awards including, "Britain's best value supermarket" and also become the most popular supermarket in the UK. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Advertisements section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Advertisements essays

  1. Marketing Media and Audience Feedback

    The Sun often uses design to ensure it does not lack unity by designing panelled pages, and crossing the column gutters with headlines and pictures in the middle areas of the page. The harmony concept is also important to the design of the newspaper as it is used to give The Sun a standard appearance from day to day.

  2. The Hoboken Happenings television show and its accompanying Internet web site.

    As, baby boomers approach retirement age, their will be a significant increase in the aging and senior citizen population. Hoboken Happenings will have to stay abreast of the changing and emerging markets, possibly shifting the types of shows produced. While the productions will primarily focus on the 24-34 year old

  1. marketing research

    Here are some of the definitions of marketing from varied references: "Marketing is the management process which identifies customer wants, anticipates their future wants, and then goes about satisfying them profitably." - Business Studies Now! For GCSE "Marketing activities are all those associated with identifying the particular wants and needs

  2. Does the hardsell to distributors work in a new competitive scenario? Is there a ...

    Reasoned Kapoor. "You must take atleast three tonnes. I will come with you to the market and help you push it to the retailers.". Girjee thought over Kapoor's suggestion. If the retailers could be convinced, his problems would be over. For, once they picked up the stocks, his sale was complete.

  1. Visual basic project of the booking system

    For example, start time 10:00 am and finish time 9:00 am. * The way I solve this by creating an if statement where the programs ask itself if start time is greater than finish time, If Combohour.Text > Combohours.Text Then MsgBox ("THIS ROOM CAN NOT BE BOOK, THIS TIME HAS

  2. Marketing research.

    Company mission The mission of Object Software is to produce entertainment software which matches the highest international quality standards. Achieving this goal takes a good deal of time and investment. A typical game for the PC will take around 2 years to develop.

  1. Nike sprints ahead of the competition?

    Perhaps such success should be attributed in part to its wildly successful concept-based advertising campaigns. The company uses a process that is often called 'image transfer'. Nike ads almost never specifically place a product, or mention the brand name. A mood or atmosphere is created and then the brand is associated with that mood.

  2. Marketing Women’s Reputation

    Erving Goffman settles on a conclusion that: "...women are weakened by advertising portrayals via five categories: relative size (women shown smaller or lower, relative to men), feminine touch (women constantly touching themselves), function ranking (occupational), ritualization of subordination (proclivity for lying down at inappropriate times, etc.), and licensed withdrawal (women

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work