In this assignment I am going to be talking about the marketing mixes of the Asda/Walmart and the Waitrose supermarket chain.

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Manisha Vara

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HND Business & Finance

Asda & Waitrose

In this assignment I am going to be talking about the marketing mixes of the Asda/Walmart and the Waitrose supermarket chain. Also I will be applying the Ansof’s extension strategies and Jenkins customer growth options which are applied by the two chains.

The generic strategies to a business are Cost leadership, Differentiation strategies, Focus strategies. These can be applied to Asda Walmart and Waitrose both.

Asdas generic strategies are that Asda is a company that is known to be a no fuss good value for money store where as  Waitrose on the other hand is known as a company which has customer loyalty and does not really care about price.

ASDA

Asda seems to be following the strategy of Cost Focus.  the target market appears to be the social categories, distributed throughout the UK. The company is following a policy of low prices for the consumer, powered by cost savings from within the industry. This has been further improved by their takeover by Wal Mart, allowing ASDA access to the huge economies of scale that can be acquired by the largest grocery company in the world, alongside policies designed to enhance productivity from the work force, such as employee share schemes. Company advertising and promotion further promotes this image, with slogans such as “Every Day Low Prices”.

ASDA’s mission statement tells me much about the aims and goals of the company and in what way ASDA tries to focus it’s ideas and new developments which is important for ASDA as it not only defines ASDA’s purpose but defines ASDA’s entire work ethos and strategy which is at the heart of ASDA’s competitive advantage. ASDA’s mission statement is as follows: 

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‘To be Britain’s best value fresh food and clothing superstore, by satisfying the weekly shopping needs of ordinary working people and their families who demand value.’ idea.

ASDA also emphasizes the need to:

-The need to keep low prices and increase quality:

-Reduce waste to a minimum

-Listen to the needs and wants of the consumer

-Strive for better results and a good all round service

ASDA’s mission statement reveals that ASDA’s main concern is providing economical goods for a broad consumer base this is important as to maintain a competitive advantage ASDA must carefully identify ...

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