This report provides all the relevant information regarding ASDA supermarkets that is required for business and competitor intelligence needs. It contains the major external and internal factors that affect ASDA stores limited in SWOT and PESTLE analysis form. Conclusions and recommendations reached is based on the data collected in relation to the history, business description and the list of products and services provided by the supermarket.
ASDA supermarket is a British chain of supermarkets dealing with mostly retail business in foodstuffs, toys, clothing and the general merchandise. The supermarket chain has also a mobile telephone network known as ASDA mobile. The head offices of ASDA chain of supermarkets are situated in ASDA house Leeds, West Yorkshire (Asda par 4 2010). ASDA has collaborated with major players in the retail industries in strengthening and increasing its market share. One such situation is when the management showed interest in Wal-mart the largest retailers in the world (Deloitte 2009 par 1), and become its subsidiary in 1999. It is the second largest supermarket chain in the United Kingdom after Tesco. The ASDA supermarket was previously at third position but managed to overtake Sainsbury in 2003. The market share of the various supermarkets in the United Kingdom is as shown below:
The marketing promotions of ASDA supermarket have solely been based on price. The slogan for the supermarket is “Britain’s Lowest Priced Supermarket, twelve years running”. The supermarket has now been wholly owned by Wal-mart and thus is not required by law to declare its half yearly or quarterly earnings. The supermarket submits all accounts to Wal-mart’s offices each and every October. The supermarket enjoys an employee pool of 143, 126 in number thus a major employer in the region.
ASDA in 2006 introduced ASDA essentials to stock the products of the company. This