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Published by: Firoz Khan on Jan 14, 2011
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Research Methods and Management Report Course

This assignment is part of your final assessment Assessment Task: Choose a private UK firm for study. Identify an area of interest and proceed to carry out a research in an effort to make possible recommendations to solve any problem confronting the firm in the area you have chosen. You are to use secondary data only (e.g. statistics, reports, published documents and press information) for your analysis and your literature review should make reference to relevant theories in your chosen area. INSTRUCTIONS The results of this study should be presented in the form of a report (no more that 2,500 word count) using the following headings: Title page Abstract Acknowledgements Contents page Introduction, including statement of the problem, research question, aims and objectives. You can also include hypothesis depending on if your study is qualitative or quantitative research Literature Review Research Design and Methodology Data presentation and Analysi Discussion of findings, Recommendation and Conclusions References / Bibliography Appendices. Use a consistent font size, with a point size of 12 and Double line spacing. Make sure your work is fully referenced (both in the text and through a reference list at the end of the text), using the Harvard referencing format. Submission date: Tuesday 07th December 2010

INTRODUCTION : Asda is a British supermarket chain which retails food, clothing, toys and general merchandise. It also has a mobile telephone network, Asda Mobile. It has its head office in the Asda House in Leeds, West Yorkshire. Asda became a subsidiary of the American retail giant Wal-Mart, the world’s largest retailer, in 1999, and is the second largest chain in the UK afterTesco, having overtaken Sainsbury's in 2003. In 2010, 17% of UK grocery shoppers used Asda for their main shop, with 'special offers' the most cited reason for its popularity. Asda's marketing promotions have usually been based solely on price, with Asda promoting itself under the slogan Britain's Lowest Priced Supermarket, 13 Years Running. As a wholly owned division of Wal-Mart, Asda is not required to declare quarterly or half-yearly earnings. It submits full accounts to Companies House each October


Asda Stores Limited was founded as Associated Dairies & Farm Stores Limited in 1949 in leeds. The adoption of the Asda name occurred in 1965 with the merger of the Asquith chain of three supermarkets and Associated Dairies; Asda is an abbreviation of Asquith and Dairies, often capitalised. For a short time in the 1980s Asda Stores Ltd was a subsidiary of Asda-MFI plc following a merger between the two companies. Other companies in the group were Associated Dairies Limited, the furniture retailer and After the sale of MFI and Allied Carpets the company name changed to Asda Group plc. The dairy division was sold in a management buyout and renamed Associated Fresh Foods, meaning that Asda has since had no connection with one of the firms its name was derived from.

Asda Smart Price

Asda's Smart Price logo

Asda Smart Price is a no-frills private label trade name. The equivalents from the three other big supermarkets are Tesco Value, Sainsbury's Basics andMorrisons Bettabuy range,which has now changed to Morrisons Value range. The Smart Price brand can trace its origins to Asda's Farm Stores brand launched in the mid 1990s, which consisted of products that were offered at a lower price than the equivalent famous name brand product and Asda's own brand equivalent. The Farm Stores brand originally consisted of a small number of food only products, largely frozen such as frozen chips and a small range of ready meals, this range later expanded to include fresh food.

Smart Price products are almost always the lowest price option (known as Our Lowest Price) in a product category in Asda stores. Occasionally this difference is only a few pence, however in others it is a marked difference. For example, a box of Smart Price Biological Washing Powder costs 50 pence while the equivalent Asda brand washing powder costs £1.50 and well known name brand alternatives cost from £2 upwards. The Smart Price label was originally a food only brand, however over the years it has expanded to cover almost every product range in the store, including clothing and furnishings with the George Smart Price brand. Like early generic products in the US some Smart Price products lack what can be thought of as 'frills' in the modern brand name or supermarket own brand, for example the Smart Price toothpaste has an old fashioned screw cap rather than the now more common flip cap and the Smart Price range of crisps come in traditional clear plastic bags rather than the foil bags common to most name brand versions.

Abstract: Marketing key facter of asda is “lowest price super market”.

Asda is known for

memorable famous marketing campaigns. In the "Asda price" campaign, customers tap their trouser pocket twice, producing a 'chinking' sound as the coins that Asda's low prices have supposedly left in their pockets knock together. Asda has been winner of The Grocer magazine "Lowest Price Supermarket" Award for the past 12 years, and uses this to promote itself across the UK. In August 2005, rival supermarket chainTesco challenged Asda's ability to use the claim that it was the cheapest supermarket in the country, by complaining to the Advertising Standards Agency.

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^ "Contact the right service team". Asda. Retrieved 20 June 2010. ^ "Global powers of retail report - wal mart remains world's largest global retailer - Deloitte & Touche". www.deloitte.com. Retrieved 2008-10-07.

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^ a b "Wal-Mart buys Asda in UK retail shock". Eurofood. 17 June 1999. Retrieved 2008-04-06. ^ "Sainsbury's Overtakes Asda After Xmas Boost". SkyNews (Sky News). 2011-01-12. Retrieved 2011-01-12.


^ "YouGov SixthSense Supermarkets Report". YouGov SixthSense. 2010-01-09. Retrieved 201010-19.

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^ "1920 to 1960 - In the Beginning". All About Asda. Asda. 2005. Retrieved 2008-10-09. ^ Cinven - Case studies ^ "ASDA/WAL-MART - A Corporate Profile". Corporate Watch. Retrieved 2008-04-06. ^ "Allan Leighton". Management Today. 25 August 2005. Retrieved 2008-04-05.

10. ^ Hope, Christopher; Hall, James (28 January 2008). "Wal-Mart did lobby Blair over Asda".
London: The Telegraph. Retrieved 2008-10-09.

11. ^ "Asda acquires 12 NI Safeway stores". Northern Ireland News. 2005-06-06. Retrieved 2008-0406.

12. ^ "Asda eyes up the Republic: ThePost.ie". archives.tcm.ie. Retrieved 2008-10-09. 13. ^ "Dunnes urged to clarify rumours of Asda takeover". belfasttelegraph.co.uk. 14. ^ Tyler, Richard (8 Nov 2009). "Wal-Mart 'sells' Asda for £6.9bn in group
restructuring". telegraph.co.uk(London: Telegraph Media Group Limited). Retrieved 2009-11-11.

15. ^ "Asda posts flat profits and is ‘sold’ in internal Walmart deal". Retail Week. Emap Ltd. 9 November
2009. Retrieved 2009-11-11.

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