CASE STUDY

ASDA ASSOCIATED DAIRIES & FARMS

Group Members
Cdr Afzal ur Rehman
Bilal Khalid
Capt Muhammad Amir Rehman
Lt Cdr Muhammad Shehzad Azhar
Nousheen Rasheed
 ASDA
INTRODUCTION
• UK’s (ASSOCIATED DAIRIES AND
second largest supermarket and FA
founded in
1949
• Business activities
 Retailer focused on selling food, clothing,
electronics, toys, home furnishings and general
merchandise
 Additional services such as ‘ASDA Money’
financial services.
• 1999 - ASDA became a subsidiary of Walmart
( Strategy facilitated Walmart to enter the UK market
and provided ASDA with access to the full range of
expertise of the Walmart company)
 ASDA
INTRODUCTION
• ASDA followed expansion strategy in UK market
and has acquired a number of stores from Netto to
increase the number of local ASDA Supermarkets.
• ASDA’s philosophy If your people enjoy working
with you, your customers will enjoy shopping with
you.
• Aim for all colleagues to be passionately engaged
in supporting each other in a safe family
environment of trust and respect.
• ASDA success as a leading retailer is it’s trained
and engaged HR providing excellent customer
service.
 ANALYSIS OF CASE STUDY

• Case study emphasize the importance of

HRM Functions and how these functions
when integrated with effective leadership
display the success for any organization.

• How ASDA’s recruitment and selection

processes, teamed with effective leadership
and its colleague engagement strategies, are
helping the company to achieve its mission.
 SEQUENCE OF PRESENTATION
• Organizational Culture ASDA’s success is its
organizational culture which has been built over time
and how colleagues behave at ASDA.
• Human Resource Management HRM is one of the
four key functions of any organization, (others are
finance, operations and marketing).
ASDA HRM involves consideration of:
 Workforce planning.
 Recruitment and selection.
 Training.
 Appraisal.
 Motivation and employee recognition.
 SEQUENCE OF PRESENTATION
Recruitment
 How ASDA attract and retain talented colleagues
with the best fit for the job
 How on line Recruitment process improved the
speed and efficiency of recruitment

Selection
 Importance of job description and personal/job
specification
 Colleague Steps’ process which has three key
stages – ‘Step In, Step On, Step Up
Conclusion
 JOB DESCRIPTION & PERSONAL
SPECIFICATION
A job description indicates
what the job entails, specifying what tasks will be
undertaken by the appointed colleague.

The personal specification outlines the essential and

desirable personal qualities and skills required for
the role. These inform applicants and help
managers select the candidates that best match the
requirements for the position.
 ASDA WAY
The assessment centre known as either ‘ASDA
Reality’ or ‘ASDA Magic’ provides an
opportunity to demonstrate strengths which
align to ASDA’s culture, beliefs and way of
working.
When recruiting internally, an appraisal is used
to help inform the selection process.
An appraisal is where a colleague discusses
their performance, skills and development
opportunities with their manager.
 JOB DESCRIPTION ELEMENTS

•List the essential duties required to carry out

this job.
•List them in order of importance.
•Use complete sentences.
•Use the present tense.
•Use gender neutral language
•Specify line of authority
 PERSONAL SPECIFICATION
ELEMENTS
• Education level.
• Experience.
• Specific skills.
• Personal characteristics.
• Certifications.
• Licenses.
• Physical abilities.
BENEFITS OF ASDA USING
TECHNOLOGY

•ASDA promotes career opportunities on its

dedicated careers website(www.ASDA.com)
•ASDA also utilizes social media tools such as
LinkedIn for recruitment.
•In 2013 was able to advertise 27,000 jobs
online utilizing online media partners such as
REMPLOY
•Website handled 1.5 million applications in
2013.
BENEFITS OF ASDA USING
TECHNOLOGY

• ASDA utilizes the internet’s unmatched speed of

transmission and global coverage for offering
vacancies for potential colleagues.(FAST)
• Easier for candidates to apply.(EFFICIENT)
• Faster for ASDA to process the online application.
(FAST)
• Online recruitment partner REMPLOY helps in
outsourcing job advertisements(EFFICIENT)
BENEFITS OF ASDA USING
TECHNOLOGY
•LinkedIn helps in finding widest range
of potential candidates (EFFICIENT)

•LinkedIn also advertises tailored

requirement of ASDA for potential
candidates best fit for the job.
(EFFICIENT)
Additional Online Presence
•Online presence through popular social
media sites and apps effectively
contributes towards image building and
attracting potential employees
•ASDA has immense presence at
Facebook, with over 850,000 likes and
posts are updated every week.
•ASDA’s Twitter boasts 110,000 followers
Internal Talent Development
• HRM in ASDA is focused to retain as many
colleagues as possible and aims to fill 70% of
its leadership team vacancies through
internal promotion.
• Filled 80% of the leadership vacancies
internally.
• This part focuses on Pros and cons to ASDA’s
aim to recruit 70% of its leaders internally.
Hiring Process
•Internal Recruitment
•External Recruitment
Internal Recruitment Pro’s
• Saves time and Money spent
Head Hunting
Advertising
Training and Development costs
Vacancy Time to Fill delays
• Reduces Training Time
• Improves Productivity
• Improves Morale
• Facilitates Succession Planning
ASDA’s PHILOSOPHY FOR
INTERNAL TALENT
DEVELOPMENT
• ASDA’s believes in Positive Behavior’s to improve
Internal Hiring process:
• Fairness
• Opportunity for all
• Respect for each other which is collaborative and
listens to colleagues
• Pride in ASDA
TALENT DEVELOPMENT
PROGRAMS
• ASDA offers its colleagues a wide range of
opportunities for career development. The focus is
supporting and investing to enable them to become
the next generation of leaders.

The industry’s first 3-year BA Honors degree in

retail and distribution
George retail foundation degree
an accredited apprenticeship scheme (3000
apprenticeships in 2012)
o‘Colleague Steps’ (For internal
Progression)
oASDA’s Academy Framework for
continuous Training and
Development of its staff
 EFFECTIVENESS OF TRAINING &
DEVELOPMENT IN COLLEAGUE RETENTION

• Colleague retention has always been a major

concern of ASDA
• ASDA includes:
1)The Welcome program to help newly
inducted college get familiar with customer
service excellence
2)ASDA Academy’s framework for continuous
training & development of colleagues to get
professional excellence
 EFFECTIVENESS OF TRAINING &
DEVELOPMENT IN COLLEAGUE
RETENTION

Following are the

opportunities available:
• The industry’s first 3-year
BA Honors degree in retail
and
distribution
• George retail foundation
degree
• An apprenticeship scheme
The Step In, Step On & Step Up Phases:

• “Step-In” is a four week induction program that all new

colleagues undertake. This culminates in the award of a
certificate and a performance review to allow colleagues
to move into the ‘Step On’.
• “Step-on” stage includes coaching, retail apprenticeship
and further responsibilities such as first aid training,
moving to a new department etc.
• “Step-Up” Stage includes a performance review upon on
colleagues can seek further career progression and leaning
opportunities.
Colleagues Feedbacks:
• Gareth Woods progressed quickly, starting as a graduate trainee
in 2004 before becoming a Department Manager in 2005 and
then a Night Store Manager in 2006.
• Helen Milford has seen great progression since joining ASDA as a
part-time General Store Manager. Working her way up to
Director of Customer Services at the Leeds Home Office & she
has subsequently been promoted to Regional Director for the
whole of the North of England.

Impacts:
The Big ASDA Anniversary event recognizes colleagues with long
services from 25-45 years. The last event saw 1749 colleagues
celebrating milestone anniversaries with the company.
CONCLUSION
• ASDA’s success relies on its following
attributes:

• Recruitment of Right person for the right job

by Internal movement across the roles and
external hiring across all levels
• Providing structured Training & Development
Opportunities
• Focusing on Customer Eccentric Career
Thank you
Questions are Welcome