sufi

The impact of marketing strategy on the market share

of the United kingdom leading retailers: Marks &

SpencerM.A. Marketing and Innovation

This major project on the impact of marketing strategies on the UK leading retailer has been submitted for the M. A. In marketing and Innovation at the University of Anglia Ruskin for the academic year 2012 by Ms Aida D. D. DIEYE. Student ID 1127032

ABSTRACT

The purpose of this research is to study the impact of marketing strategies on the

market shares of the UK leading retailers and ASDA has been chosen as the example

Page

2

The impact of marketing strategy on the market share of the United kingdom leading retailers: Marks & Spencer

study case. Marketing strategies are some of the most relevant tools that a company can

use to gain market shares.

This research is conducted to see the implementation of marketing strategies on the market shares of major British retailers Marks & Spencer. Marketing strategies are used as tools to gain market share.

By setting out a marketing plan, the company can maximize its profit by mainly

focusing on a good combination of its product mix for its customers. This involve;

selling, creating or expanding the product line with a good position, adapting the price

according to the expectations of the customers, building awareness regarding the

availability of the products or services of the company and then elaborating a

distribution plan which will be convenient to the customers; the company can analyse

the competition within the market and then set out a good corporation plan which will

enable the firm to differentiate itself from its main competitors.

A company can maximize its profit by applying marketing tools such as marketing Mix or other combinations of different strategies. This implies,selling, creating or increasing the product with a good position, adjusting the price (prize) according to the expectations (forecasts) of customers, building awareness concerning the availability of products or services of the company and then develop a plan (plan) that will be comfortable distribution to customers, the company can analyze competition in the market and then present a good plan (plan) of society that allow the company todifferentiate itself from its competitors.

Page

3


The objective of this research were to find out the role that marketing strategies play in

enhancing the growth of the firm and in the meantime how this can reward the

company by giving to it an edge on its competitors.

The purpose of this search (research) was to discover the role that marketing strategies play by increasing the growth of the company and at the same time how this society can reward consagrándosele an edge to competitors.

In order to investigate the impact of marketing strategies on the market shares, an

interview has been conducted towards ASDA’s employers to have knowledge on the

marketing strategies that the company uses to increase its market share. A survey was

also processed from ASDA’s consumers to know their point of view regarding the

company’s products therefore the value they give to ASDA. To get into the marketing

strategy set by the company to gain market share, interviews have been conducted on

the company’s employees.

In order to study the impact of marketing strategies on market shares, an interview has been conducted to ASDA employers to have knowledge about marketing strategies that society uses to increase its market share. A survey (research) has also been treatedASDA consumers to know their views concerning the products of society as the valuethey place on ASDA. To enter into joint marketing strategy by the company in the market share gain, interviews have been conducted on employees of the company.

From these interviews, it was found out that the company allocated all the necessary in

term of budget to the marketing department which has to set an effective strong

Page

4


marketing strategy as they are aware of its impact on their market share. However,

there was still a lack in the strategy set by ASDA as its customers are not aware of some

service, benefit and product available in store due to an inefficient communication

strategy.

From these interviews, (the) discovered that the company assigned all the toiletries in the term (term) budget sales department must place a strong effective marketing strategybecause they realize their impact on market share. However, there was always a lack ofoverall strategy ASDA because their customers are not aware of certain service and product advantages available in the store due to ineffective communication strategy.

By using a regression analysis too, the hypothesis stated that marketing strategy impact

positively on the market share of the company has also been proved correct. Marketing

has a great role in term of improving the financial performance of the company hence,

increase its market share.

With the help of a least squares analysis also, the hypothesis stated that the impact ofmarketing strategy candidly about the market share of the company was also proved correct. The sale has a big role in the term (term) to improve the financial performance of the company thus increase their market share.

Table of Contents

Page

5


ABSTRACT.............................................................................................................................................................. 2

INTRODUCTION...................................................................................................................................................7

Background of the study..................................................................................................................................7

Rational of the study....................................................................................................................................... 10

Research Objectives:.......................................................................................................................................13

Research Questions:........................................................................................................................................13

Scope of the Research:................................................................................................................................... 14

LITERATURE REVIEW................................................................................................................................... 16

INTRODUCTION................................................................................................................................................ 16

MARKETING STRATEGIES........................................................................................................................... 17

Topic 1: Marketing Mix........................................................................................................................19

Topic 2: Branding................................................................................................................................... 24

Topic 3: Consumer Behaviour..........................................................................................................33

Topic 4: Customer Relationship Management..........................................................................38

Topic 5: Marketing Communication...............................................................................................41

Relationship marketing strategies and market share............................................................47

METHODOLOGY................................................................................................................................................ 50

I. RESEARCH DESIGN........................................................................................................................52

II. RESEARCH APPROACH................................................................................................................54

1. Secondary research.................................................................................................................. 54

2. Primary research....................................................................................................................... 57

III. Data collection method and ANALYIS....................................................................................62

1. Data collection method...........................................................................................................62

2. Data analysis method...............................................................................................................66

3. Population and Sampling.......................................................................................................70

Page

6


DATA COLLECTION ANALYSIS AND INTERPRETATION...............................................................73

ANALYSIS RELIABILITY................................................................................................................................ 74

Results from survey.............................................................................................................................. 75

Interview findings..................................................................................................................................93

CONCLUSIONS................................................................................................................................................... 97

RECOMMENDATIONS.................................................................................................................................... 98

1. Marketing mix............................................................................................................................. 98

2. Brand loyalty............................................................................................................................... 99

3. Branding strategy......................................................................................................................99

4. Marketing Communication.................................................................................................100

5. Customer Relationship Management.............................................................................101

1. Objectives:.................................................................................................................................. 102

2. Research aims fulfilment.....................................................................................................104

3. Limitations and future research.......................................................................................105

REFERENCES................................................................................................................................................... 106

Page

7


CHAPTER 1

INTRODUCTION

Background of the study

In this period of globalisation and hard competition between companies, competent and

effective marketing strategies are required to survive in the business environment, to

gain more customers hence increase the company’s growth in terms of market share.

Companies implement different strategies in line with their business plan and to have

competitive advantage, therefore growth and profitability.

In this period of globalization and stiff competition between societies, relevant marketingstrategies (required) are required for effective and survive in the environment(environment) business, to gain more customers increasing therefore the growth society in terms of market share. Companies give different compliance strategies under itsaction plan and to have competitive advantage, because the growth and profitability.

Marketing has been considered as the most important area which enables the company

to improve its financial performance hence, its market share. According to

faculty.fuqua.duke.edu (2012), strategic marketing gives assistance to the business unit

in the development of its strategic perspective in order to direct its future course. It

essentially deals with the strategic three Cs constituted by the customers, the

competition and the corporation.

The sale has been considered the domain (area) more important than allowing thecompany to improve its financial result consequently

Page

8


its market share. Accordingfaculty.fuqua.duke.edu (2012), gives the strategic sale help (assistant) to the business unit to develop its strategic perspective in order to direct its future course. Strategic threeCs is essentially made up of customers, competitors and society.

Elaborating a perfect marketing strategy involve the determination of a clear market

definition, a good match between the needs of the customers and the corporate

strengths therefore, gives a performance superior to the competitors’ one based on the

competitive competences of the business. Furthermore, according to different

researches that have been done, it has been found that a good marketing strategic plan

highly contribute to the growth of companies’ market share as it helps to boost sales,

maintain and attract customers, outperform the competitors strategies and then give a

position of leader to the corporation within the business area.

Developing a marketing strategy perfect containing the determination of a precise definition of the market, a good match between the needs of customers and businessforces, give it a superior representation to competitors' one based on the competitiveskills of the business (business). In addition, according to different search (research) whohave been made, has been found that a good plan (plan) strategic marketing contributestrongly to growth of the market while helping companies expand (exaggeration) sales,maintain and attract customers, beyond the strategies of competitors and then take a position as head of the company in the industry.

Page

9


According to Jain (1996), in order to achieve these objectives, the company should be

able to strongly and positively match for a good lasting relation, the needs of the

customers and the objectives of the corporation, which must be better than the one

offered by the competitors. Therefore, the company should use its relative corporate

competitive advantage and strengths to satisfy the needs of its customers. In other

words, the level of marketing strategies given by the company must be superior in all

level to the one set by the competitor; otherwise this would make no difference on the

offers according to the customers’ preferences, therefore may result in a decline of the

company’s sale in favour of the competitors.

According to Jain (1996), in order to achieve these objectives, the company should be able to party hard and honestly for a good development, customer needs and objectivesof society, it must be better than that offered by the competitors. Therefore, societyshould use its competitive advantage and business forces on to meet the needs of its customers. In other words, the level of the marketing strategies outlined by the companyshould be higher in all level one together for the competitor, otherwise it would make no difference on job preferences as customers' may therefore be at result in lower sales ofthe company in favor of competitors.

This will require a good definition of the market in which the company will compete,

involve setting the means in order to know how to compete, and then the right time for

a perfect market entry. The main reason or objective behind this research is to assess

the impact of marketing strategies on the companies’ market share and in the meantime

to study the role that marketing strategies play in increasing market share.

This will require a good definition of the market in which competing society, involves placing the means to learn to compete, then the momentum for a perfect market entry.The main

Page

10


reason or purpose behind this search (research) is to assess the impact ofmarketing strategies on the share of market societies and study at the same time the role marketing strategies play in increased market share.

Rational of the study

Different rivalry strategies are use by companies to boost their sales in order to increase

market shares as well as their profitability. Among these strategies, it has been agreed

that marketing strategies are the most relevant and important strategies that really

contribute to the success of any organisation by increasing its market shares leading to

the financial performance.

Different strategies are used by corporate rivalry to extend (exaggeration) sales toincrease market share as well as profitability. Among these strategies, he (she) agreedthat marketing strategies are most appropriate strategies and more important thanactually contribute to the success of any organization to increase its market shareleading to financial results.

Marketing is of great value to any organisation and the combination of different tools

from understanding the consumers’ behaviour, satisfying their needs and wants, to

creating a more satisfactory mix product will enable the corporation to reach its

Page

11


objectives to increase its market share. The purpose of this study is to assess the impact

of marketing on the market share of ASDA and to find out how a good marketing

strategy can give to the company a good competitive position and increase its market

share.

The sale is of great value to any organization and the combination (mono) tools(instruments) different understanding consumers' behavior, satisfying their needs and wants, to create a more satisfying product mix will allow the company achieve its goals to increase its market share. The purpose of this study is to evaluate the impact ofmarketing on the market share of ASDA and discover how a good marketing strategycan give society a good competitive position and increase its market share.

Adapting a good marketing strategy enable the company to boost its sales thus,

improve its market share on its competitors, and according to some studies, the secret

behind the success of the most successful companies in the world is built around strong

marketing strategies. Marketing focuses mainly on the best strategy to be used by the

corporation to effectively differentiate itself from its main competitors and on the

distinctive strengths to satisfy its customers by delivering a better value to them.

Adapting a good marketing strategy will enable the company to expand (exaggerate) and sales, improve its market share over its competitors, and according to somestudies, the secret behind the success of the most accomplished companies worldwideis set around strong marketing strategies. Concentrations on the market mainly on the best strategy to be employed by the Company to effectively differentiate its main competitors and the forces distinctive to satisfy their customers supplying them a better value.

Page

12


A lot of research has been conducted in order to study the impact of marketing on the

company’s market share using different perspective, but, still there is a need to do

further researches due to the fact there is a continuous change in the market

environment and conditions as well. Although this research is academically important,

it is of interest to the researcher for personal interest in marketing strategies. The

researcher has the aim to build a professional career in marketing therefore, the

findings of this study will be very valuable to her in terms of enhancing her knowledge

regarding marketing strategies as well as the issues related to the topic hence, will

enable her to have a better approach in term of enhancing the performance of her

employer company.

Many search (research) has been conducted to study the impact of marketing on the part of the market society that uses different perspective, but (but), there always needs tosearch (research) that far more is since there is a continuous change of environment(environment) and market conditions also good. Although this search (research) isacademically important, is of interest in the researcher's personal interest to marketing strategies. The researcher has the purpose to establish a career in marketing then, the results of this study will be of great value in terms of increasing their knowledge will concern marketing strategies as well as issues tied (linked) to the subject thus will allowa better approach (approach) in the term (term) to increase the results of their employercompany.

Page

13


Research Objectives:

The aims and objectives of this research are:

To investigate and examine the marketing strategies followed by ASDA.

To explore the impact of marketing strategies in enhancing the growth share of

the company.

To find out how marketing strategies can reward the company by providing an

edge on its competitors.

The aims and objectives of the search (research) are: to study and discuss marketing strategies ordered (continuous) of ASDA. To explore the impact of marketing strategiesto increase the value of growth of society. To find out how marketing strategies can reward the supplying company an edge over your competitors.

Research Questions:

In order to go further in this study, research questions have to be formulated and this

will enable the researcher to come up with valuable outcomes.

What role do marketing strategies have in the growth of the company’s market

share?

How marketing strategies can reward the company with the best competitive

position?

How marketing strategies can enhance the financial performance of the

company?

To go further in this study, issues search (research) must be made and this will allow theresearcher to propose the precise results. What role have marketing strategies for growth by market society? What marketing strategies can reward the company with the best competitive? What marketing strategies can increase the financial result of society?

Page

14


Scope of the Research:

This research is crucial to the success of ASDA due to the fact that marketing strategy is

the main tool that enables companies to reach their objectives. Nowadays, customers

become more and more demanding in terms of satisfying their needs and wants. The

level of competition is very high and companies use strong rivalry competition method

to survive. In this context, ASDA which is considered as the United Kingdom second

largest retailer needs to upgrade by conducting research on marketing strategies.

This search (research) is crucial to the success of ASDA as the marketing strategy is the tool (instrument) that enables corporate principal achieve their goals. Today, customersare becoming more demanding in terms of satisfying their needs and wants. The level of competition is very high and the companies employing the method of strong competitiverivalry to survive. In this context, ASDA is considered as the second largest retailer in theUK should improve leading the search (research) on marketing strategies.

By doing so, ASDA will be able to benchmark on its main competitors but, in the mean

time, will find out how to improve its present marketing strategy to meet the

requirement of the market. The market environment continuously changes and for this

reason, ASDA needs to do research on the changing behaviour of the customers, their

new needs and wants in order to satisfy them.

By doing this, ASDA will evaluate on its main competitors, but at the same time, discoverhow to improve your current marketing strategy to meet the market requirement. The environment (environment) market changes without interruption and for this reason, ASDA must do the search (research) on

Page

15


the customer behavior changes, new needs and wants in order of (the) meeting.

Marketing strategy is very important to the survival of any organisation and

implementing a good one will boost the company’s sales, improve its financial

performance hence increase its market share. For this reason, it can be said that it is

important for ASDA to do research on the impact of marketing strategy on its market

share.

The marketing strategy is very important for the survival of any organization and expandstart running bond (exaggerate) the sales of the company, improve their financial performance by increasing their market share accordingly. For this reason, you can say it is important that ASDA do the search (research) on the impact of marketing strategy ontheir market share.

Page

16


CHAPTER 2

LITERATURE REVIEW

INTRODUCTIONMarketing is considered as the process in which companies plan and execute the

conception built around the pricing, promotion and placement of goods ideas and

services in order to satisfy the objectives of individual and organisation (Allen, 2011).

According to Webster (1991), a well established marketing strategy which satisfies the

needs of the consumers will provide the firm with a great sales volume therefore,

increase its market share. This research will be based on the examination of the impact

of marketing strategies on the share of UK leading retailers in reference to ASDA. The

purpose or objective behind this study is to assess the relationship between marketing

strategy and market share. For this reason, secondary data has been collected and

presented along with the literature review.

The sale is seen as a process in which societies provide for and execute the design(design) set about assessment, about the promotion and placement around the(investment) of ideas and freight services to meet the objectives of the individual and theorganization (Allen, 2011). According to Webster (1991), a well-established marketing strategy that meets the needs of consumers will supply the company

Page

17


with large sales volume, increase its market share since. This search (research) is based on examinationof the impact of marketing strategies on the part of top retailers ASDA BRITISH referring to. The purpose or objective behind this study is to evaluate the relationship betweenmarketing strategy and market share. For this reason, secondary data were gathered and presented with review of literature.

MARKETING STRATEGIES

Opinions about marketing strategy and its impact on the market share of the company

have been given by different scholars. According to Chandler (1962) strategists and

managers need to define the marketing or the strategies of the business in general and

its impact on the structure. Kotler and Keller (2006) stipulated that marketing

strategies are very important to the development and success of the company due to the

fact that the strategic market plan defines the markets that has been targeted by the

company while offering to this particular market segment a value proposition which

will be supported by an analysis based on the best market opportunities.

Opinions regarding the marketing strategy and for their impact on market share of society have been given by different researchers. According to Chandler (1962)strategists and marketing directors should define the strategies and issues (business) in general and its impact on the structure. Kotler and Keller (2006) stipulated that marketing strategies are very important for the development and success of the company since the plan (plan) market defines strategic markets which the company has referred to this segment offering particular market a value proposition that will be supported by an analysis based on best market opportunities.

Page

18


Various studies have been carried out by previous scholar on marketing strategies and

its impact on the market share, meaning that the topic has been discussed by different

researchers in different perspective, however, more research need to be done on this

topic according to the modern environment and conducted by new researchers

although there is still a limited availability of data.

Various studies have been made by the previous research on marketing strategies and their impact on market share, meaning that the subject was controversial by different researchers in different perspective, however, more need to search (research) to bemade on this subject depending on the environment (environment) modern and be driven by new researchers but there was always a limited availability of data.

Further detailed researches have been conducted by Chiang and Robison (2002) in the

same subject and it has been found that companies which have established good

marketing strategies have the opportunity to invest much more in new products

negotiation and or R&D which will enable them to boost their sales therefore, will

acquire market share and keep their development on track. By comparing the eighteen

to the previous centuries, Baker (1999) has investigated the role of marketing strategies

on the acquisition of market share and it has been found that, due to the fact that world

population keep growing, the most successful corporations in the world use radical

marketing strategies linked to the needs of their consumers to acquire market share

which is their long term primary goal.

More detailed search (research) has been led by Chiang and Robison (2002) in the same subject and has been proven that companies established good marketing strategies have the opportunity to invest (spend) a lot more in the negotiation of productsI new the R * D to enable them to enlarge (exaggeration) as sales, gain market share andkeep their development on the road. Comparing

Page

19


the eighteen preceding centuries, Baker(1999) studied the role of marketing strategies on the acquisition of the market and it hasbeen proven that as world population continues to rise, the most accomplishedcompanies in radical marketing strategies people use tied (linked) to the needs of its customers to acquire market share which is their first long-term view.

Topic 1: Marketing MixMarketing mix remains to be a centrepiece aspect of marketing strategy. Porter, (2004)

defines it as a set of different marketing tools correlated to each other to provide a

positive outcome from the marketplace. Ferrel and Hartline (2010), consider marketing

mix as being a tool which emphasises on a quality product and advertising with an

internal sales staff, direct marketing distribution, and a superior price point.

Therefore the marketing mix concept is composed of a range of stages that each focuses

on a particular point of the marketing strategy that leads to a product success.

These stages are commonly known as the 4 Ps which are Product, Price, Place

(distribution), and Promotion.

The marketing mix is to be a key aspect of marketing strategy. The porter, (2004)defines it as a set of different tools (instruments) correlated marketing to supply each of the positive results of the market. Hartline and Ferrell (2010), intended to bring to marketthe mixture as being a tool (instrument) that emphasizes on a product and advertising (ad) quality with internal sales staff, distribution of direct marketing, and one point higherprices (prizes). Thus the concept of mixing retail range consists of stages that eachfocuses on a particular point in the marketing strategy that this leads to a successfulproduct. These stages are generally known as the 4 picosecondes which are produced, price (prize), place (distribution) and promotion.

Page

20


Product

The product is generally the first and most basic market consideration. Therefore loads

of definitions for product can be found in the literature. However, they all converge to

the simpler point that a product is anything that "satisfies a market need or want".

In their book "Marketing: An introduction", Porter and co-producers define product as

anything that can be offered to a market for attention, acquisition, use or consumption

that might satisfy a want or need.

The product is generally the first and the vast majority of the basis of consideration of the market. Therefore charges (expenses) of the definitions for the product can be found in the literature. However, they fully converged to the point that a simple product is something that "satisfies a market need or want." Sale in his book (pound) ": an introduction," the goalkeeper and the Co-producers define the product as anything thatcan be offered to a market for attention, acquisition, use or consumption that mightsatisfy a want or need.

Product is all the more important that it represents the heart of a company's marketing

strategy." A marketing manager cannot determine a price, design a promotion strategy,

or create a distribution channel until the firm has a product to sell" (Lamb, Hair and

McDaniel).

The product is more important is the heart of the marketing strategy of a company. "A marketing manager can not determine a price (prize), to design a promotional strategy, or create a distribution channel until the company had a product to be sold" (Lamb, Hairand McDaniel).

Page

21


PricePrice plays two major roles in a marketing strategy. First it enables to determine how

much of a product consumers purchase. ‘This is an indication for potential customers on

the benefits they think they will receive from the product'' (Cant, Strydom, Jooste 2009).

Secondly in terms of finance, the price influences whether the product can be profitable

to the marketer or the reseller. As one of the most dynamic element of the marketing

mix, Price determines the value given to a product. In fact, its importance can be

referred as the element of profitability that ensures a company's survival. For Ruskin-

Brown (2006), 'the better the company’s marketing is the higher the profit'. Price

therefore can affect the market share of a company in the way it impacts on the

consumers' perception of its product compared to the one of competitors.

Rate the games two important roles in a marketing strategy. First it determines howmuch consumers buy a product. "It's an indication to potential customers about the benefits of what they think will get the product" (slope, Strydom, Jooste 2009). Second interms of finance, the price (prize) influences if the product can be profitable to the dealeror retailer. As one of the most dynamic element of the sales mix, price (prize) determines the value embodied in a product. In fact, its importance may be referred to as an element of return that ensures the survival of a society. For Ruskin-Brown (2006), "plus the sale ofthe best society is the benefit" is high. The price (premium) can therefore affect (target)market share of a company that performs the way consumers perception "of their product compared to competitors.

Place

Page

22


In marketing mix, Place or distribution refers to the fact of making the products

available when and where the customers want them. A part of this place “P” is physical

distribution, which involves all the business activities concerned with storing and

transporting raw materials or finished products. The goal is to make sure the products

arrive in usable condition at designated places when needed (lamb, Hair and McDaniel,

2011).

The sales mix, place or distribution refers to the fact returning the products available when and where customers want them. A portion (heading) of this place "P" is a physical distribution, which involves all economic activities concerned by storing and transportingraw materials or finished products. The aim is to ensure the products to reach a usable state once the right places needed (Lamb, Hair and McDaniel, 2011).

Generally speaking Place is the combination of objectives set to get the right products or

services to the right people ,at the right place, at the right time, with the right price, by

using the right promotion and communication strategies. Place is seen as the least

meaningful of the 4 Ps by some thinkers in the literature. However it has become at the

centrepiece of the 4 Ps. Mercer insists “ in addition to the major element of distribution,

Place covers what seem to be very diverse elements, including channel decisions,

logistics, channel management, retailing and customer support.

In general the place is the combination (mono) the set of targets to get them good products or services to the individuals concerned, in the right place at the right time, withgood price (prize), with the help of good strategies for promotion and communication.The place is seen as less signicatif the 4 picosecondes by some thinkers in the literature. However, it made the centerpiece of the 4 picosecondes. The cloth merchantinsists "besides the main element of the distribution, the coverage (covered) in place thatseem to be very

Page

23


diverse elements, including channel decisions, logistics, selling chainmanagement, and support the retail customers.

PromotionPromotion mix includes packaging, advertising, sales promotions, exhibitions, display

systems etc. It is also called marketing communication and is ever changing. Marketing

practitioners considers promotion mix as way to gain advantage over competitors, and

though to acquire larger market share. To the extent that market share is used to

evaluate the market performance of a product, marketing mix “4 Ps” is the key tool to

reach this performance. According to some business practitioners, a close watch over

day-by-day changes in market shares is key indices or even synonymous to market

information (Cooper, Nakanishi 19996).

The promotional mix includes packaging, advertising (advertising), sales promotions,exhibitions, etc. cleats. Also called the communication market is always changing.Selling the medical practitioners considers the promotion mix way to gain advantage over competitors, and yet acquire a larger market share. To the extent that market share is used to assess the representation of a product market, the marketing mix "4picosecondes" is the tool (instrument) to achieve this primary representation. According to some medical practitioners affairs (business), approached by monitoring change overday after day in market shares is the main index or even synonymous with market information (Cooper, Nakanishi 19996).

Page

24


Topic 2: BrandingBrand is defined as a name, term, sign, symbol, or design, or a combination of them,

intended to identify the goods or services of one seller or a group of sellers and

differentiate them from those of competitors. Hugh Davidson (1987) added that brand

is a means for a customer to identify specific benefits from a product/service that

arouse expectations in their minds about quality, price, purpose and performance. A

brand stands out from commodities because commodities lack identity.

The mark (brand) is defined as a name, term (term), sign, symbol, or design (design), or a combination (mono) of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from competitors. Hugh Davidson (1987)added that the mark (sign), it means for a client to identify the benefits of a product detailawake waiting for service (forecast) in their minds about quality over price (prize),regarding order and respect to representation. A mark (brand) you take goods becausethe goods are missing from the identity.

The importance of branding has made the use of the name for the activity e.g. to Hoover

is more frequently used than to vacuum clean, to Google rather than to search.

Nowadays branding is gaining intense pressure in the world of business. Too many

companies provide products or services functionally similar to those of many other

companies. Hence, companies feel the need to build strong brands for their marketing

strategy to sustain leadership. Brands are part and parcel of the factors that help

identify customers buying decision. As these customers’ wants and needs have

developed through history, the roles played by brands have also evolved.

The importance of branding made using the name for the activity for example, Hoover is used more frequently than the

Page

25


void (hollow) clean, rather than Google search (research).Today branding wins the intense pressure on the world of business (business). Too manycompanies supply products or services fonctionellement them similar to those of manyother societies. Consequently, companies feel the need for marks (brands) strong to holdyour marketing direction. The marks (signs) are part and parcel of the factors (carriers) to help identify customers who purchase decision. While these customers' wants and needs are developed through history, the roles played by brands (signs) also evolved.

The evolution of branding can be classified in three main sequences upon time with:

Classical brand where people used to buy a brand as it met their product requirements,

so the general concept of branding was successful. When a consumer buys a brand this

was a sign to the social class he belongs to and how high his earning was. Thus, at that

time many ‘classic brands’ emerged and each of them determined totally the specific

need they were purchased for. If a customer buys a ‘Tide’ or ‘Ariel’ it was for household

to achieve their goals for clothing wash up. The same as eating at McDonald’s

guaranteed a predictable, hot, hassle-free meal (Mastering Marketing, 1999).

The evolution of branding can be classified into three main orders on time with: mark (brand) Classic where people used to buy a brand (mark) because it met their demands for product, and the general notion of branding was achieved. When a consumer buys a brand (mark) was a sign on the social class that belongs to and how high their income was. So, at that time many brands (signs) `classical 'emerged and each fully determined the specific needs that have been purchased for. If a customer buys a tide of 'or' Ariel'was for the home (cleaning) achieve its goals for washing clothes. The same as eating at McDonald house predictable and guaranteed hot meal, without dispute (control(dominating) Marketing, 1999).

Page

26


Contemporary brand where the basic functional needs were satisfied by then current

products, consumers sought for wider needs and requirements from the latter. Some

would go to a McDonald’s for a fast and hot food, whereas others were looking for a

decor where to sit and enjoy a meal. Being aware of that fact, marketing managers have

developed their business in a manner that would meet these new customers ‘wants

according to functionality and benefits from the product and service.

The mark (brand) where contemporary basic functional requirements were previouslysatisfied with current products, consumers looked to the wider needs and conditions of the latter. Some would go to McDonald for a food fast and hot, while others sought(investigating) a setting to rest (reset) and see a meal. Realizing this, marketing managers developed their business (business) in a way that would find these newcustomers they `want depending on the functionality and benefits of the product and service.

A study on automaker has shown that car manufacturers used to launch a car capable

to drive people from place to place with very basic functionalities such as speed,

mechanics...but later consumers required further benefits related to safety, comfort and

design. Volvo a successful car brand at that time did not just stand for transportation

but a car for that protection of self and family was an intrinsic concern.

A study on the automaker proved that the car manufacturers used to shuttle a car able to drive people from one place to another with very basic features such as speed,

Page

27


mechanics deceased but consumers had demanded other benefits tied (linked) to the safety, comfort and design (conception). Volvo mark (sign) right car at the time simplydid not represent a car for transport but this protection of individual and family was anintrinsic concern.

Post modern brand where modern consumers are fond of brands with regard to their

aims to achieve different social and economical aspirations. As the customer’s

requirements are getting more and more various marketing managers try to do more

with less, moving from specialist to generalist concept to fill the gap.

Point to the mark (brand) modern where modern consumers are fans of marks (brands)in their objectives for different social and economic aspirations. As customer demandswill get increasingly diverse marketing managers test (test) to do more with less, moving from specialist to generalist concept bridging the gap.

Brand equity refers to a value added on a product by its brand name. A reputation and

knowledge of a brand that give a product a premium position on products of the same

categories. This is characterised by a positive consideration that lain on consumers’

minds. That is the reason why brand is seen as one the most valuable assets a company

has. Brand has now become a key factor in rise on profitability, market share and

product loyalty.

Page

28


Capital marks (brands) refers to one value on a product by its brand (mark). A reputation and brand awareness (signal) that give a product a position of the highest quality productin the same categories. This is characterized by a positive consideration that found onconsumer spirits. "It is the reason for which the mark (brand) is seen as the vast majorityof the benefits (wins) precious that a society has. The mark (brand) now became a keyfactor in the rise of profitability, market share and product loyalty.

Feeling the growth of brand role in the businesses, researchers have studied it through

and have come to a conclusion that identifies brand into three levels:

At firm level, a brand is measured on a financial basis, calculated on how much it is

worth as an intangible asset. Because, some companies success on their products and

investment incomes are widely related to their brand.

Sensing the growing role of mark (brand) in companies, researchers (the) studied and came to a conclusion that identifies the make (signal) at three levels: at the firm level, a mark (signal) is measured on a financial basis, calculated as very much is incorporeal.Because, success of some companies about their products and capital gains are largelytied (linked) to the mark (brand).

Branding Ice-berg model: this classical model on branding explain the myopia that

marketer have in terms of branding thinking that only having a good brand name can be

Page

29


enough to reach their business objectives and for this reason they invest a lot of money

to build brands. However, there are two sizes regarding an Ice-berg. Associated it to a

product will give the part you can see above which is constituted by the brand name,

price, package and advertisement. This is important in terms that it will affect the

customers’ decision making to purchase the products.

This classical model explains myopia stigmatize the dealer has in terms of branding tothink of it that has only a good brand (mark) may be enough to achieve their commercialand therefore vested (spend) a lot of money (silver) to set marks (brands). However, there are two sizes of concern to an iceberg. Associated with a product given the (room) you can see above that consists of the mark (brand), price (prize), the package and advertising (ad). It is important in terms so that decisions affecting him (intended) to customers' products to buy.

The other part below that the customers can’t see, constituted by the low cost

operation, efficient production, quality of the product, strong R&D and string supply

chain. These aspects are important and are the keys of the company’s success and

survive. By using this model, the company will have the opportunity to innovate and cut

the cost of its products and to offer a high level of service to its customers. This will

foster the company’s sustainability and growth as well as to transform its products into

brand.

The other part (party) under this so that customers can not see, constituted by the operation of low cost, efficient production, product quality, strong R * D and the supply chain of fine cord. These aspects are important and are the keys to success in societyand survive. With the help of this model, society will have the opportunity to innovate andcut the cost of their products and offer a high level of customer service. This will stimulatethe sustainability and growth of society as well as transform their products mark (brand).

Page

30


Source: fibre2fashion.com (2012)

Branding pyramid model: Other practitioners compare brand to a pyramid due to the

fact that it is constituted by different layers. The specification aspect which is the lowest

stage is about to distinguish the product from alternatives. This is followed by the next

stage which is all about giving assurance in terms of reliability. The moments of choice

will give the customers the opportunity to choose your brand among the same products

which are available in the market and if your brand is successful, it will position itself.

Other medical practitioners comparing the mark (signal) as a pyramid consists of different layers (diapers). The appearance of specifications is the lowest stage is about to distinguish the product of alternative solutions. This is followed by the next stage which is all to say in terms of reliability. The moments of the election will give customers thechance to pick his mark (sign) between the same products that are available to the market and if your brand (mark) is achieved, it will be placed.

Page

31


There is the example of to Google for an online research. The next stage is about the

customer having some emotional connection with your brand and he or she will want to

be associated with this particular brand and to use it t establish their self-image. The

last stage of the pyramid will involve an emotional involvement of the customers so that

they can mirror themselves in this brand showing who they want to be, the feeling and

emotional they want other people to see in them.

An example of Google for a search (research) online. The next stage is about thecustomer who has an emotional connection with your true and mark (brand) and he orshe will want to be associated with this brand (mark) t hire you particular and establish their image of him himself. The last stage of the pyramid contain an emotional involvement of customers so that they can be reflected in the appearance of mark (brand)who want to be, emotional feeling and want others to see them.

The brand belongs to them. By using this branding model, the company will get more of

its customers’ loyalty as they will consider themselves as the ambassadors of the

company and its brand.

To many marketing managers, strong brand equity leads itself commonly to a premium

price, high market share and reduction in introducing new products or a combination of

these three benefits.

the mark (brand) is theirs. With the help of this model of branding, the company will get more customer loyalty 'because it is regarded as ambassadors of the company and itsbrand (mark). Many marketing

Page

32


managers, capital marks (brands) usually takes much a price (prize) of the highest quality, a high market share and reduced introduce new products or a combination (mono)missin sum..

Source: dobney.com (2012)

Topic 3: Consumer BehaviourIn this present era, the customers are central to the survival of any organisation

therefore; their behavioural aspect must be known in order to satisfy them. According

to Michael and Solomon (2010), the consumer behaviour is just not only about

Page

33


analysing the buying but is about the having and the being of the consumer. Evans and

Foxall (2006) stated that understanding the needs and wants of the customers is an

underpinning tool of the marketing concept.

In this current era, customers are central to the survival of any organization because, itsbehavioral aspect must be known in order to satisfy them. According to Michael andSolomon (2010), consumer behavior is just not only analyze the purchases but is havingand being of the consumer. Evans and Foxall (2006) stated that he understood thecustomers needs and wants is a tool (instrument) support the concept of sale.

For this reason, he stipulated that understanding what the customers want is the most

important starting point for any business oriented organisation. The attitude of the

individual is also important in designing its approach. According to Gordon (2006), it is

important to understand the three component of the attitude. The beliefs and

knowledge of a person are part of the cognitive component of its attitudes and this is

important as it is central to the perception of the individual.

For this reason, he stipulated that he understood what customers want is the starting point is most important for any business organization. The attitude of the person is also important to designing its approach (approach). According to Gordon (2006), it isimportant to understand the three components of attitude. Beliefs and knowledge of a person are part of the cognitive component of attitudes and is fully central importance of the individual perception.

Page

34


The emotion and feeling of the person can impact a product or service due to their

affective component and the behavioural aspect of the person based on the degree of

their knowledge on the product is also important. All these dimensions have to be

analysed for a customer research purpose to set a reliable target. According to East and

Wright (2008), the customer do their purchase decision only after research and

evaluation of alternative products are done.

The emotion and feeling of the person can make a product or service (entertainment) because of its affective component and behavioral aspect of the person based on the degree of product knowledge is also important. All these dimensions must be analyzedto search a (research) client to set a reliable target. As it is, and Wright (2008), the customer make their purchase decision only after the search (research) and the evaluation of alternatives are made.

After having purchase it, the product will be re-evaluated for further decision and this

may affect the customers’ relation with the company in the future. Therefore, marketing

activities have to take into consideration not only the process the consumers take

before choosing their products but also the after sales consequences that can built or

ruin the relationship with the customer.

Then having to buy it, the product will be reevaluated for more choice and this can affectrelationship (target) to customers' with the company going forward. Consequently,marketing activities should take into consideration not only the process of makingconsumers choose their products before but just after the impact of sales that can bebuilt or break customer relationships.

Page

35


Black box model of behaviourism: according to practitioner, this model gives an idea

on the interaction between the stimuli, the characteristics of the consumer, the decision

process and the responses of the consumer. The stimuli can be related to the

interpersonal or the intrapersonal relation between people. The black box model is not

based on the processes that exists inside the consumer but on the relationship that

exists between the stimulus and the consumer’s response and then the company plans

and processes the marketing stimulus whereas the social factors give the environmental

stimulus.

According to the practical physician, this model gives a stimulus enters the interaction, the characteristics of consumer decision process and consumer responses. Stimuluscan be tied (linked) to the interpersonal or intrapersonal between people. The black box model is not based on the processes that exist within the consumer, but on the relationships between stimulus and response of the consumer and then plans (plans) ofsociety and try to sell while stimulating factors (carriers) are social environmentalstimulation.

The buyer decision process and characteristics determine their response and this is

considered as a conscious and rational decision process which shows that the buyer has

identified the problem. Therefore, in order to gain more of their customers, the

company should take into consideration these different arguments regarding their

Page

36


behaviour which will enable them to offer them products or services that will respond

to their needs and wants.

The process and the characteristics of buyer decision to determine their response and this is regarded as conscious, rational process of decision proves that the buyeridentified the problem. Therefore, in order to gain more customers, the company should take into account these different arguments concernarían their behavior that will allow them to offer products or services that respond to their needs and wants.

Source: marcbowles.com (2012)

On a research done by Ehrenberg (1988) on mobile phone, it has been shown that an

outcome of market share can come from aggregate consumer behaviour thus;

companies have to take into consideration the share of the customer recommendation

which is in line with the market share of the product itself. A study done on the

company “Black & Decker” by Hawkins and Coney (2006) has shown that the company

has the ability to take market share away from its competitor because they know their

customer and they have understood the principle that guides their consumption.

Page

37


Comparatively, IBM had failed it first attempt with the PC Jr, to get into the home

computer market as it lacked information about the behavioural aspect of the family.

On a search (research) made by Ehrenberg (1988) to the mobile phone, we show that the results of market share could come and global consumer behavior, companiesshould take into consideration the client's recommendation that it agrees with the market share of the product. A study on society "Black and Decker" by Hawkins and rabbit(2006) proved that the society had the ability to take market share from its competitorsbecause they know your customer and understand the guiding principle of consumption.By comparison, IBM he (she) had been suspended prove (try) first with JR PC, enter thepersonal computer market lacked information on the behavioral aspect of the family.

Today in the automobile industry, the Generation Y has become the attraction to

manufacturer like Toyota and Ford. Because even If most of them have low salary and

do not see marketing hype as a stimulus, they are all attracted by customised products

for their unique needs and this has contributed to improving the market share of these

companies. However, some research has shown that even if the studying the consumer

behaviour is important, the market share of the company can be improve only by

retaining the customers and applying marketing strategies base on accurate results

from the behavioural study.

Today in the car industry, Gen Y was the attraction to the manufacturer such as Toyota and Ford. For although the vast majority of them have low wages and do not see the exaggeration of sales as a stimulus, they all are attracted to products that meet customer needs for their unique needs and this helped improve the market

Page

38


share of these companies . However, the search (research) proved that although the study of consumer behavior was important, the market share of society could be maintained only get bettercustomers and applying marketing strategies based on accurate results from thebehavioral study.

Topic 4: Customer Relationship ManagementAccording to Doole et al (2005) a CRM helps the firm to settle the communications and

learning strategies which highlight the intention of the corporation in creating a long-

lasting relationship with its current and prospective customers. It helps in collecting

information and to have a truthful and simple access to a large range of information by

reducing the costs and improving the customer services.

According to Doole and others (2005) types of CRM helps the company that managesthe communications and study strategies that emphasize the intention of society by creating sustainable relationships with current and potential customers. Help collectinginformation and to be truthful and simple access to a vast range of informationmejorándole reducing costs and services to customers.

The importance of a good relationship between customers and the company resides in

the fact that it is considered as a process which is related to all characteristics from

identifying customers, building customer relationship, creating customers knowledge

with the aim to shape their perceptions in relation with the company’s services and

products. It is the centre of marketing strategy which joins together external network

and internal functions and processes to create and bring value to the company’s

customers at a profit.

Page

39


The importance of good relations between customers and society lies in the fact that it is considered a process that is tied (linked) to identify all the characteristics of customers,building customer relationships, creating customer knowledge in order to form their perceptions link with services and products of society. It is the center of the marketing strategy that brings together the external network and the functions and internal processes to create value and provide them to customers to benefit society.

It helps firms to eliminate the barrier between them and their customers, to find and

retain customers while assisting the firm in collecting competitive intelligence. Chen

and Popovich (2003) stated that the main aspect of CRM as a marketing technique is the

fact it can improve customer service which is crucial in today business, develop up and

cross-selling, improve customer targeting and facilitate a better specification of

marketing message. Croteau and Li (2003), stated that managing the relationship with

its customers allows a customisation of services and products but also offers customers

a “one-to-one” experience for the perspective of a customised marketing plan.

It helps companies eliminate the barrier between them and their customers, clients find and keep helping the company gathering competitive intelligence. Chen and Popovich(2003) stated that the main aspect of CRM as a sales technique was the fact that can improve the customer service is crucial in business (business) today, was developed and cross sell, improve the customer and facilitate better targeting sales messagespecifications. Croteau and Li (2003), stated that the management of customer relationships allows for personalization of services and products but also offer customersan experience (experiment) "linear" to the prospect of a plan (map) marketing tailored tocustomer needs.

Page

40


Considered as a marketing technique, it facilitates companies to make the move in the

direction of being a customer centred organisation, in positioning the customers in the

middle of all the information regarding the company’s release. According to Buttle

(2004), it impacts on the market share of the company as it increases the revenue while

increasing the customer loyalty and satisfaction. Reinartz, Krafft and Hoyer (2004)

stated that managing the relationship with the customers, impacts on the market share

of the business as it enables segmentation based on economic value of the customer,

develops retention efforts and customer acquisition and helps to offer right products

and services to right customer.

Considered as a sales technique facilitates companies to take the step (management)to be a customer focused organization by placing customers in the midst of all information concerning the liberation of society. According to Buttle (2004), carried out on the market share of the company as income increases while increasing the loyalty andcustomer satisfaction. Reinartz, Krafft and Hoyer (2004) reported that controlling thecustomer relationship, the impact on market share of the business (business) and allowsegmentation based on the economic value of the customer, develop conservation efforts and the acquisition client and help to provide good products and customer serviceright.

Page

41


Leigh and Tanner (2004) has pointed some significant ideas that CRM plays in the

market share of a business such as: improvement of the sales force, its effectiveness and

efficiency, simplification of customer support, reduction of cost-to-serve, increase of

product differentiation enhancement of pricing policy. For Jones, and Chonko (2005), as

part of marketing strategy set by the company, it has a crucial part in term of increasing

its market share. While offering customized products and services, maintaining a good

relationship with the customers enable the company to increase its market share.

Leigh and Pummel (Give the can) (2004) addressed some significant ideas in thesegames CRM market share of the business (business) as: improvement of the sales staff, effectiveness and efficiency, simplification of support for clients reducing the cost-to-service, increased product differentiation improvement of policy prices (prizes). For Jones, and Chonko (2005), as an element of marketing strategy set by society, has apart (party) crucial in the term (term) to increase its market share. While the supply of products and services tailored to customer needs, now of good customer relationshipsenable the company increase its market share.

Topic 5: Marketing CommunicationThe communication with the stakeholder is crucial to the development of the company

as it helps on the elaboration and the coordination with other members mainly the

customers to secure long term relationship. The same products or services are offered

by competitors therefore, according to Fill (2009), a core activity is provided in

marketing communication to enable interested people to understand and appreciate the

other groups’ intention to provide them with valuable products and services.

Page

42


Communication with the depositary is crucial to the development of society because theyhelp in the development and coordination with other members primarily to customers who set long-term relationships. The same products or services offered by competitorsbecause, according to the adequacy (2009), a core activity (bone) is supplied in themarket communication to allow interested persons intention to understand and appreciate other groups' to supply on the valuable products and services.

Different tools are used to communicate the products to the customers however, to

build brand value and to encourage the customers towards the company, advertising

and sales promotions were used. The usual marketing communication has changed

overtime in and, order to reach the customers the companies need to upgrade their

communication strategy accordingly. Marketing communication is now more

customized and the one-to-one approach has gained on the all fit one mass because

building customer loyalty instead of trying to seduce new customers is now a trend in

marketing. Patrick and Geuens (2010) stipulated that decision making units are

exposed to different media.

Different tools (instruments) are used to convey the products to customers but to establish brand value (signal) and to encourage customers to society, advertising(advertising) and sales promotions have been used. The communication customary inmarket

Page

43


changed overtime and order to reach customers with the need for companies to improve their communication strategy accordingly. The communication market is now more tailored to customer needs and focus (approximation) linear won over the entire mass of an adjustment because the construction of customer loyalty instead of testing (trial) to seduce new customers is now a trend in marketing. Patrick and Geuens (2010)stipulated that the decision-making units were exposed to different media.

For this reason, in order to reach its target audience, the company should vehicle its

communication message according to their needs and not to give the same message.

For this reason, in order to reach your audience go, the company carries on its messagecommunication vehicle to suit your needs and not give the same message.

A I D A communication model: practitioners have come to the effect that customers

are bombarded with thousand of advertisement message every day meaning the

content of the ads must grab their attention to be selected among other. The proposed

model of marketing communication should be applied in order to attract the Attention

of the customers, to engage them by personalising the issue to maintain their Interest

regarding the product, to explain the benefit of the products in order to make it

Desirable by the customer and then stress the deal in order to incite the customer to do

the purchase Action. Apply this communication model will make the company’s

Page

44


marketing communication strategy more effective as the objective to turn potential

customers into a purchaser will become a reality.

Came from the medical practitioners so that customers are bombarded with thousandsof advertising message (ad) each day which means that the content of advertisementsshould catch their attention you have to choose another. The model proposed bymarketing communication should be applied in order to draw attention to customers, toengage them (hiring) personalizing the issue to maintain their interest concernaría the product, explain the advantage of products to make it desirable for the client and thensubjected to a limitation of the subject (business) to encourage the customer to make thepurchase action. Apply this model of communication render the communication strategyof market society entirely more effective than the objective to transform potential customers in purchaser will become a reality.

Source: finntrack.co.uk (2012)

DAGMAR communication model:

Page

45


It is also o interest for the company that the customers have a degree of comprehension

on the benefit and feature of the product. Once this has been done, the company should

persuade the customer to build a conviction and adopt a positive attitude towards the

product and then the last stage will be all about the customers buying the products or

attempting any action to buy it. By following this communication model, the company

will just generate and increase its revenue which is the goal of having a marketing

communication plan.

It is also of interest to society or that customers have a degree of understanding of the advantage and product feature. Once this has been done, the society should lead the customer to establish a conviction and a positive attitude toward the product and then the last stage is all about customers who buy products or prove (try) any action for thepurchase . Following this model of communication, the just society will produce andincrease your income is to have a plan (plan) of market communication.

Page

46


Source: theglaringfacts.com (2012)

According to a study done on MasterCard Europe, it has been shown that the company

Europay International has maintained its market share in France resulting from a good

communication strategy which has built brand awareness and has created strong

emotional bond with its targeted audience. Reaching the target audience has been

proved to be in line with the marketing objective of the company. A study on the

automaker Hyundai by Pelsmacker (2009.) has shown that even if the company does

not profit from the highest market share, its value adding program like Assurance plus

communicated to the customers has positively impacted its sales.

Page

47


According to a study of MasterCard Europe, shows that of Europay Internationalcompany had maintained its market share in France that was a good communication strategy that established the reputation of the mark (sign) and created a strong emotional bond with assistance referred to. We reveal that the offense of the target audienceagrees with sales target of society. A study on the automaker Hyundai Pelsmacker(2009). Proved that although the company does not market advantage by the highest, itsadded value as security program (insurance) more frankly communicated with customershad made their sales.

Relationship marketing strategies and market share

According to Doyle (2008), the profit of the company is boosted by short term

marketing strategies which in return grasps market share. Therefore, it is antithetical to

plan a long term marketing strategy and to think about top position. In his research

regarding the competition between the CD room version of encyclopaedia and the

computer in the UK, Doyle (2008) has found that the actual marketing strategies used

by companies are more customised than before compared to the standard strategy used

before.

According to Doyle (2008), the benefit of society is extended (exaggerated) formarketing strategies to take on short-term change in market share. It is thereforeantithétique to provide a marketing strategy for long term and think of the position. In your search (research) that concerned the competition between the CD version (room) of the encyclopedia and the computer Rill, Doyle (2008) found that effective marketing strategies employed by companies were more adapted to the needs of client before (above) compared to the standard approach used before.

Page

48


This has given the opportunity to acquire a high profit margin, to enhance the

customers’ loyalty and to gain a greater share on the spending of the customers. Even

more, he stipulated that product value, the spending on implementing, the research on

customers, the marketing strategy deployed are determinant on the share of the

organisation. It has also been drawn from this research that business need to give value

to their customers to gain market share otherwise, will see their market share declining

in accelerating rate.

This gave the opportunity to acquire a high profit margin, increase fidelity to clients' and win a larger share of customer spending. Much more, stipulated the value of product, the cost to implement, search (investigate) about customers, marketing strategy deployed(shown) are determinants of the organization. It has also been pulled (drawn) for this search (research) that the need for business (business) to give value to their customersto gain market share in other words, you will see its market share decrease in the rateincrease.

Page

49


Many practitioners have raised the concern between marketing strategies and market

share with important linkage between the two of them. A research done by Reddy

(1994) on the US industries has shown that they have lost 50% of their market share

worldwide in a wide range of product such as automobiles, electronic equipments and

electric motors. It has been concluded that this situation has happened due to the fact

that the US industries have aggressively been rivalled by foreign competitors like Japan

( more than 75% global market share) who have more studied and understood the

global market demand in order to launch product according to the changing need of the

environment and the customers.

Many medical practitioners up (outraged) the concern among marketing strategies andmarket share tringlerie important between the two of them. A search (research) made byReddy (1994) on U.S. industries were proved that the world lost 50% of its market sharein a wide range of product such as cars, electronic materials and electric motors. Weconclude that this situation is the one given place (happened) that U.S. industries haveaggressively been rivaled by foreign competitors such as Japan (market share over 75%) than more studied and understand the global market demand to launch the product according to the changing needs of the environment (environment) and customers.

Page

50


From this analysis, it has been found out that an effective marketing strategy is very

important to the survive of the company as it will enable the company to understand

the customers, satisfy them in terms of needs and want, boost its sales and it will

perform positively in term of finance and then enhance its market share and position.

In this analysis, (la) we find that an effective marketing strategy is very important for the survival of society because society will understand customers, to satisfy them in terms of needs and wanting to expand (exaggerate) their outright sales and run on the term (term)of finance and then increase their share and market situation.

CHAPTER 3

METHODOLOGYThis research is based on the impact of marketing strategies on the market share of the

companies, with ASDA as the example of case study. Marketing is one of the main

sectors that enable a company to be successful. With this changing environment

characterized by strong innovation and competition techniques, only companies that

Page

51


are capable of providing the best products or services to fit the expectations of its

customers in terms of needs and satisfaction, by using competitive and efficient

marketing techniques would survive.

This search (research) is based on the impact of marketing strategies on the market share of companies with ASDA as an example of case study. The sale is one of the main areas that allow a society to be achieved. This environment (environment) in the process of evolution to be characterized by strong technical innovation and competition, onlycompanies that are able to supply the best products or services to accommodate the expectations (forecasts) of its customers in terms of needs and satisfaction, with the help of competitive and efficient techniques of selling survive.

This would boost the sales level of the company because a market research has been

done according to the customers ‘need and how to satisfy those needs and this would

impact on the market share of the company as well by increasing it. In other words, the

role of marketing strategies is to find out what the customers are looking for and then to

provide the best product or service to satisfy their needs. This will result on an increase

of the sales level of the company therefore; provide the company with a rise on its

market shares. Considered as a systematic approach, the purpose of a research method

is to solve issues related to the research itself. The research approach, strategy and

design, data collection and analysis techniques as well as ethical consideration will be

discussed in this chapter.

This would extend (exaggerate) the sales level of society because a search (research) market has been made according to customers' need and how to meet those needs and that take

Page

52


place on the market share of society; increasing also. In other words, the role ofmarketing strategies is to discover what customers are looking for (research) and thensupply the best product or service to meet your needs. This will result on an increase insales since the level of society, a society caters to rise above their market shares.Considered approach (approach) systematic method to search (research) is to solveproblems tied (linked) to search (research) itself. The approach (approach) searches (investigation), strategy and design (conception), the techniques of data collection and analysis as well as the moral consideration will be discussed in this chapter.

I. RESEARCH DESIGNDescriptive research is to obtain accurate information about the given topic: the impact

of marketing strategies on the market share of ASDA. It starts with a general

assumption that the researcher checks to confirm or invalidate it (Goodstein 1999). It is

used when studying the situation which is quite clear that information needs is

sufficiently precise and that the problems and variables are identified. While

exploratory research provides qualitative results and guidance from a small number of

respondents, descriptive research can perform quantitative analysis on representative

samples of the study population. Descriptive research will be used to determine the

factors involved in the decisions to buy certain products in a given population.

The search (research) is to obtain descriptive information about the exact given subject: the impact of marketing strategies on the market share of ASDA. It begins with a general hypothesis that the

Page

53


researcher checks to confirm or to invalidate (Goodstein 1999). It is used to study the situation which is very evident that information needs to be fairly accurate and that the problems and variables are identified. While the search (research)supplies exploratory results and qualitative advice on a limited number of sureties, the search (research) descriptive quantitative analysis can be performed on representative groups of the study population. The search (research) specification will be used to determine the factors (carriers) involved in decisions to buy certain products in a given population.

Exploratory research mainly provides qualitative data about ASDA. It is not based on

assumptions or preconceived ideas, the researcher uses it when he has no prior

information about a topic or very little. In other words, certain areas of the topic will

also require the use of this method due to the fact that there is little information about

ASDA in certain areas. This method is generally flexible, unstructured and

qualitative. Exploratory research will be used for various purposes: to better define the

issues with the marketing strategy of ASDA, generate ideas for new products, gather

feedback, pre-test a questionnaire and determine the criteria involved in choosing

certain marketing strategies for their impact on the market share. This type of research

can also explore the attitudes of the consumer towards certain products which would

determine if the marketing strategies set by ASDA are highly effective or not.

The search (research) caters mainly exploratory qualitative data about ASDA. It isfounded on assumptions or preconceived ideas, the investigator (the) uses when he has no prior information about a subject or too little. In other words, certain sectors of the subject also require the use of this method since

Page

54


there is little information on ASDA in certain sectors. This method is usually flexible, structured and qualitative. The search(research) exploratory be used for different purposes: to better define the issues with the marketing strategy of ASDA, produce ideas for new products, alliance feedback, pretesta questionnaire and determine the criteria involved selecting certain marketing strategies and their impact on market share. This type of search (research) can alsoexplore the attitudes of consumers toward certain products that would determine whetherthe set of strategies

II. RESEARCH APPROACH

Different philosophies have developed different research approaches. But, the most

important for a research study are: (1) the empirical approach which is categorised by

three categories which are: quantitative and qualitative approach, inductive and

deductive and objective and subjective approach and (2) the non empirical approach.

Different philosophies developed different neighborhood search (research). But the most important for a study of search (research) are: (1) focus (approach) empirical category is classified by three categories are: approach (approach) quantitative and qualitativeapproach (approach) inductive and deductive and objective and subjective and (2) focus (approach) rather than empirical.

Page

55


1. Secondary research

The secondary research involves the summary of existing research that has been

written already about ASDA. It is required to determine what has already existed in the

research field for a preliminary stage. Secondary data about ASDA are those published

by government agencies written about the retailing industry in the United Kingdom

(Herrman 2009). They are useful for the researcher as they provide information

required to measure the size and the evolution of the demand for a product or market

size and composition, or to describe the structure of an industry.

The search (research) involves secondary summary of the search (research) existingalready been written about ASDA. What (the) demand to determine what already existed in the domain search (research) for a preliminary stage. Secondary data regarding theASDA are published by government agencies writing for the retail industry in the UK(Herrman 2009). They are useful for researchers because they supply the information required to measure the size and the evolution of the demand for a product or an importance and composition of the market, or to describe the structure of an industry.

The main advantage of this type of data is their low cost in terms of money and

time. Indeed, ASDA can access these documents at very low cost, and the use of external

secondary data enables the researcher to gather information in a relatively short time.

Page

56


External data can also be secondary to direct research of primary data through

questions and specific research hypotheses about the impact of marketing strategies on

the market share of ASDA. It is a set of information collected for specific purposes, with

a view to foreign research problem specific to the company ASDA. It is rare to find

exactly the information needed.

The main advantage of this type of data is its low cost in terms of money (silver) and time. Indeed, ASDA can access these documents very low cost, and use of externalsecondary data allows the investigator to gather information in a relatively short duration.External data can also be secondary to direct the search (research) of the primary datafor specific issues and assumptions search (research) about the impact of marketing strategies of the market share of ASDA. Is a set of information collected for specific purposes, in order to detail the problem of searching abroad (research) at ASDAsociety. It is rare to find exactly the information needed.

In most cases partial answer are given. Sometimes there are no data on the secondary

topic of interest to the manager or no data is available. It is also possible that existing

information is outdated or too old. For the purpose of this research, secondary data will

be collected from government publication, sales and customer reports, articles and

books. It is important to choose different sources due to the fact it is significant to do an

overview of the literature as it supports the primary research.

In the vast majority of cases, partial response are given. Sometimes there are no data onthe subject of secondary interest in the principal or no data is available. It is also possiblethat existing information is outdated or too old. To this search (research), secondary datawill be collected by the publication of

Page

57


government reports and sales (relationships) client, articles and books (pounds). It is important to choose different sources is significantbecause for an overview of the literature because it holds the search (research) primary.

2. Primary research

1. Qualitative approach

Qualitative research generates and analyzes descriptive data such as words written

or said and the observed behaviours of people (Taylor & Bogdan, 1984). It

refers to a method of research interest in the meaning and the observation of a

phenomenon social in nature. It processes data difficult to quantify. It does not reject

numbers or statistics but do not just give them the first place.

The search (research) produces and analyzes qualitative descriptive data such as wordswritten or said and behaviors observed by the people (Taylor & Bogdan, 1984). It refersto a method of interest search (research) for meaning and a social observation of aphenomenon in kind. Try hard to measure data. Not rejected (check again) numbers or statistics but simply does not give the first place.

Page

58


2.1.1Research methods used

Interview

Blanchet (1999) distinguishes on the one hand the general level of the interview and

also the level of ''oral'' questionnaires and interviews ''research'' as part of a subset of

the wide range of interviews. Labov and Fanshel (2005) define the interview as

a speech-event in which a person A has extracted information of a person B, information

that was contained in the bibliography of B.

Blanchet (1999) differs from the general level part of the interview and also the level ofthe questionnaires "oral" and interviews "search (research)" as part of a subset of the range of interviews. Labov and Fanshel (2005) define an interview as a speech-event in which a person extracted information to a person B, the information was contained in the literature of B

Different types of interview exist and among them there are: The free interview

where the investigator fails to ask questions to redirect the interview. The researcher

will be directing unplanned questions to the managers and customers. The structured

interview where the interviewee answers questions prepared and planned in a

particular order that he already sets for the participants and the semi-structured

interview where where the interviewer provides some questions by way as a

benchmark. The interview may not be individual, it can also be group and the intended

purpose can be very diverse. Participatory observation is a process that includes

voluntary attention and intelligence by a terminal objective or organizes objects to

collect information. Observation in this research is designed in the research about ASDA

with a theoretical framework of reference.

Page

59


The different types of interviews exist and among them are: the free interview where the researcher does not raise questions to reorient the interview. The lead researcherunplanned issues to managers and customers. The structured interview where the interviewee responds to questions prepared and provided in a particular order alreadyplaced for participants and semistructured interview where where the journalist who holds an interview serves some issues so as an indication. The interview can not be individual,group and can also be expected to be very diverse. Participatoire observation is a process that includes a voluntary care and intelligence by a target terminal or organization objects to collect information. The observation in this search (research) isconceived in the search (research) for ASDA with a frame (executive) theory of reference.

Survey

As it will be very costly and difficult to gather information on hundreds of people, a

survey is the main tool to have the point of view of the customer regarding the

information the researcher seeks to obtain.

Because it will be very expensive and difficult to collect information on hundreds of people, a survey (research) is the tool (instrument) to be the main point of view ofcustomer information concerning the researcher sought.

Page

60


2.1.2 Benefits of qualitative research

The researcher is interested in the impact of ASDA’s marketing strategies on the market

share of the company. For this reason, a qualitative research will help to understand, try

to describe, explore a new area, and evaluate performance. The success of a project is

partly due to the quality of qualitative research on which the researcher relies. A

qualitative research will enable the researcher to identify the needs of ASDA customers,

to decide which marketing strategy is effective in the market, to improve operation and

performance regarding the company’s weaknesses, to identify the evaluation of the

customers regarding their operation in order to improve their market share.

At the investigator concerned the impact of marketing strategies of ASDA on the market share of society. For this reason, a search (research) Qualitative help you understand,trying to describe, explore a new area, and evaluate results. The success of a project ispartially due to the quality of the search (research) qualitative research with which theaccount. A search (research) will allow the qualitative researcher to identify the needs of customers of ASDA, decide which marketing strategy is effective on the market, to improve the operation and results concerning the weaknesses of society, to identify the evaluation customer regards its operation in order to improve their market share.

2.2 Quantitative approach

Data gathered through questionnaire will be used in this study for the quantitative

approach and the result will be presented as numbers and figures.

Data collected by the questionnaire will be used in this study for the approach (approach)and quantitative results will be presented as numbers and figures.

Page

61


2.2.1. Research method used

Deductive approach

It is the scientific method of formulating a hypothesis to deduce observable

consequences to establish validity about ASDA. When researchers deduce for the future,

it is called prediction. In this study, the deductive method will compare the results of

ASDA to direct observation of facts. Information necessary for the topic is gathered and

data from surveys collected to get specific results However, the research or the theory

will be verified, adjusted for the confrontation with the facts and refuted.

Is the scientific method of formulating a hypothesis to deduce observable consequencesfor the validity regarding ASDA. When researchers infer from now on is called foresight.In this study, the deductive method ASDA compare the results of direct observation of the facts. Information required for the subject are collected and survey data(investigations) together to obtain specific results, however, the search (research) or the theory will be checked, adjusted to ensure the confrontation with the facts and refuted.

Objective approach

Page

62


In this study case, the researcher will consider objective approach in order to be more

independent in term of conducting the research and analysing the data and not been

influenced by the outcomes of the research.

In this case study, the investigator considered that it will be to approach (approach) goalmore independent in the term (period) to conduct the search (research) and to analyze the data and influenced by the results of the search (research .)

III. Data collection method and Analysis

1. Data collection method

Finding the impact of marketing strategies on the market share of the company involves

interacting with the employees and customers of ASDA to obtain secondary and

primary data for the purpose of data collection.

The conclusion of the impact of marketing strategies on the market share of societyinvolves acting one after another with employees and customers of ASDA for secondary and primary data to data collection.

1.1 Secondary data collection

The secondary data are those already available because they have been published either

by previous researchers or by different sources. For the purpose of this study on the

impact of marketing strategy on the market share of ASDA, data will be collected from:

Page

63


Secondary data are already available because these have been published by previousresearchers or different sources. For the purpose of this study on the impact of marketing strategy on the market share of ASDA, data will be gathered from:

Sales report: this source of information is closely watched by retailers as well as

researchers. This will enable the researcher to gather information about ASDA,

and cover prior months’ sales and use it as an indicator to watch the

effectiveness of the company in the retailing industry.

This source of information is closely watched by retailers as well as researchers. This allows the researcher to collect information about ASDA, and sales' and cover months of hire as an indicator to monitor the effectiveness of the company in retail industry.

Customers report: such reports can be found in customers forums and can be an

updating method to gather information about ASDA.

· Such reports (relations) can be found in customer forum and may be an update methodto collect information about ASDA.

Page

64


Articles: they are ultimately important in the data collection due to the fact they

can release information that does not exist in other publications.

· Are ultimately important in collecting data because the information may appear that there are no other publications.

Government publications and statistics: it is a surely efficient source through

which the researcher can have a sure statistics about the market share and

growth of retailers, such as ASDA, in the United Kingdom.

· Is a likely effective source for which the researcher can have reliable statistics regardingthe market share growth of retailers such as ASDA in the UK.

Books: they are highly relevant in the research because they can help in

generating different perspectives about ASDA.

They are highly adapted to the search (research) because they may help producedifferent perspectives on ASDA

1.2 Primary data collection

Interview

Page

65


Regarding the primary research, a face to face interview will be conducted by the

researcher. In the process, the employees of ASDA will be answer to fill a questions

related to the topic of the research and questions will be asked to the interviewee. A

detailed explanation of the purpose of the research will be given to the respondent and

this technique will help the interviewer to collect comprehensive data without putting

any limits on respondents. Enough time will be granted to the respondent if they have

any particular question and the questions will be as simple as possible. Also, in order to

obtain the most from the interview, it will be conducted at a time that suits the

respondent in a convenient place chosen by them.

Still concerning the search (research) primary face to face interview will be conducted bythe researcher. In the process, ASDA employees will answer questions to meet tied(linked) for the search (research) and questions will be put to the interviewee. A detailed explanation of the end of the search (research) will be devoted to the guarantor and this technique will help the journalist who holds an interview that collects data not complete without putting any limit on guarantors. We will give you enough time to the guarantor if they have any particular question and the questions will be as simple as possible.Furthermore, in order to obtain the vast majority of the interview, we will drive while suitsthe guarantor in a convenient place chosen by them.

Survey

A survey will be done on ASDA’s customers. For this reason, the researcher will make

available at the accountant a number of questionnaires. After every purchase, she will

ask the customer to take five minutes off their time to fill the questionnaire and an

explanation will be given to them on the purpose of the research. This technique will

enable the researcher to collect an important number of answers for the purpose of the

research. The choice of the place to hand out the questionnaire which is the accountant

is relevant to the fact that whoever comes to ASDA have to pass by. The other place the

Page

66


questionnaire will be distributed will be the self pay checkout machines because those

who do not stand the queue to pay or those who are in a rush tend to go there as it is

quicker. These two places are chosen for to hand out a maximum number of

questionnaires.

A survey (research) will be made on customers of ASDA. For this reason, theinvestigator will make available to the book a number of questionnaires. After eachpurchase, we ask the client also get five minutes of your time to fulfill the questionnaire and consecrate them an explanation about the end of the search (research). This technique allows the researcher to gather a significant number of responses to the search (research). The choice of where to distribute the questionnaire is the book is adapted to the fact that next to ASDA must go through. The other place that the questionnaire will be distributed machine control because individual wages are not in line to pay or those in a rush tend (stretch) to go there because it is faster. These two placesare chosen to distribute a maximum number of questionnaires.

20 words missin here..

2. Data analysis method

Collis and Hussey (2009) stipulated that qualitative and quantitative are the main

methods to analyse primary data. Also according to him, the quantitative technique

allows the presentation of the outcomes of the research in the form of percentage and

number. Whereas, the findings from interviews in a form a statement which constitute

the qualitative data will be subject to analysis and appraisal in the form of paragraph

and headings. For the purpose of this study, a combination of qualitative and

quantitative methods will be used as to analyse the questionnaire and interview

findings.

Page

67


Collis and Hussey (2009) stipulated that quality and quantity were the main methods foranalyzing raw data. Also according to him, the quantitative technique allows the presentation of search results (research) as a percentage and as a number. Whereasthe results of the interviews in a form that constitute a statement of qualitative data will be subject to analysis and evaluation in paragraph form and in form of securities. For the purpose of this study, a combination (mono) qualitative and quantitative methods will be used as to analyze the results of questionnaire and interview.

For the qualitative method, interview techniques will be used and for the quantitative

method, the questionnaire will be useful. The results from every single interview with

ASDA staff will be interpreted and this will enable to analyse the insight quality

information. The distribution of the questionnaire to ASDA customers will give

quantitative data from their point of view. By combining these two techniques, the

researcher will be able to draw valid and authentic findings on the impact of marketing

strategy on the market share of ASDA for research to generalize.

For the qualitative method, interviewing techniques will be employed and the quantitative method, the questionnaire will be useful. The results of each interview simple ASDA staffwill be interpreted and this will analyze the information quality of analysis. The distributionof the questionnaire to customers of ASDA give quantitative data on your point of view.Combining these two techniques, the researcher can draw valid and authentic results on the impact of marketing strategy on the market share of ASDA for the search (research)spread.

Page

68


a. Limitation of secondary and primary dataSecondary research is seen to be the most widely used method for ASDA for collecting

information however it has many ups and downs. It is easy to access but the quality of

research is not of high credibility. Therefore, it should highly be examined and

scrutinized as well as questionable. There is incomplete information when it comes to

data collection from the secondary research (Kumar 2006).

The search (research) secondary is seen to be the most widely used to ASDA for thecollection of information, however, that have many heights and the low (average). It is easy to access but the quality of the search (research) is not high credibility. It should therefore be tightly monitored and controlled as much as uncertain. There are someincomplete information when it comes to collecting data from the search (research), secondary (Kumar 2006).

Information should therefore promising and valuable. However, the researcher does

not get the complete version of the value of the study. And finally, when using the

secondary data, it is not up-to-date. At some point, the secondary data is sometimes is

unclear and vague and cannot help make a clear cut decision. Primary data should

always be verified too.

Information should be as bright and beautiful. However, the researcher does not get thefull version of the value of the study. In conclusion, using secondary data is not current. At one point, secondary data are often unclear and vague and can not help make a definite decision. Raw data should always be checked as well.

Page

69


b. Validity of secondary data

The secondary data for this research will be closely examined and check if the

information presented is appropriate and valid. Double-checking and asking some

questions will be crucial to basically verify the quality of the data. Questions come as

follow:

Who creates the information about ASDA?

When was it created and when was it collected?

Is the information about ASDA outdated or is it up-to-date?

How was the data collected?

Secondary data for this search (research) have examined in depth and to verify theinformation provided is suitable and valid. Reverify and raise some issues will be crucialto verify mainly the quality of data. The issues are as follows: · Who makes theinformation on ASDA? ¿· When was created and when was it collected? ¿· Information about ASDA are expired or are up to date? ¿· How data have been collected?

On the other hand, the validity in qualitative research should be ensured and examined.

The data should be questioned and also tested about ASDA. Therefore be the external

and internal validity will be crucial to the research. External validity refers to the extent

to which most results of the research are transferable. However, internal validity refers

Page

70


to the extent to which the researcher has taken any further explanations and

measurements concerning the marketing strategies set by ASDA.

Moreover, the validity of the search (research) should be maintained and qualitativeexamination. The data should be returned in cause and examined regarding ASDA. Istherefore the outer (external) and internal validity will be crucial to the search (research).The external validity refers to the point at which the vast majority of search results(research) are transferable. However, internal validity refers to the point at which the researcher took very different explanations and measures for all of the marketingstrategies of ASDA.

3. Population and Sampling

For this study, questionnaires have been distributed among the company’s customers.

They are chosen in order to obtain their perception on the company and the population

can be defined as those who shop at ASDA or who have the experience to. As millions of

people go to ASDA for their shopping, the sample frame would be those who are

interested in the future improvement of ASDA. In order to have an important number of

people in a short period of time, a convenience sampling will be used and a sample of

160 will be enough to have a wide range of opinion.

For this study, questionnaires were distributed to customers of society. They are chosenin order to obtain their perception of society and the population can be defined as thosewho shop at ASDA or who has the experience (experiment). For the millions of people go to ASDA for their purchases, the frame (executive) would witness such those who areinterested now on improvement of ASDA. In order to have a number of people whomatter in a short period, a convenience sample will be used and a sample of 160 will beenough to have a wide range of opinion.

Page

71


On the other hand, a selection of 20 employees particularly form the marketing

department of ASDA have been chosen as respondents to go for an interview and to give

their opinion or perception regarding the marketing strategies used by the company

and which are important to them in term of acquiring more market share. Cronbach’s

test will be used to validate the sample and to make sure it is reliable. 0.7 has been

considered as the best value of Cronbach’s alpha.

Moreover, as a selection of 20 employees including the sales department of ASDA have been chosen as guarantors to go for an interview and to give his opinion or perceptionconcerning the marketing strategies employed by the company and who are important to them in the term (term) to acquire more market share. The test (test) will be usedCronbach's to validate the sample and ensure it is reliable. 0.7 has been considered as the best value of Cronbach's alpha.

However, any value equal to 0.5 or above is also considered as correct. in the meantime,

In order to reach the most valuable people regarding the research, the researcher was

being directed by the interviewees to other relevant staff members to obtain valuable

answers and reliable information.

However, any value equal to 0.5 or above is also considered as correct. At the same time, in order to reach the most precious concerned the search (research), the researcher was directed by respondents to other appropriate staff members to get answers precious and reliable information.

Page

72


a. Ethical consideration

Research has been conducted in a very positive manner according to ethical issues. Any

social or public information that could damage the authenticity of ASDA and could also

cause public unrest will be removed. The information given by the participants will be

used only for the purpose of the research, their name will not be disclosed and the

information will be kept confidential.

The search (research) has been conducted in a very positive according to moral questions. Any social or public information that might damage the authenticity of ASDAas well) cause public unrest will be removed (will be). The information supplied byentrants will be used solely for the purpose of the search (research), your name will not be disclosed and the information will be kept confidential.

Employees of ASDA will participate freely and they will be advised on the

confidentiality of the provided information on top of the questionnaire which they must

read before going further. Also, research findings will not be manipulated against ASDA

in favour of its competitors and no misinterpretations neither personal view will be

done. ASDA has its ethical consideration regarding information on the company itself,

Page

73


meaning that the outcomes of this research should be in accordance with the company’s

policies. To protect the employees also, all declaration regarding the company will be

kept anonymous.

ASDA employees participate freely and be given an opinion on the confidentiality of information supplied on the questionnaire what to read before going further. Moreover, the results of searches (investigation) will not be maneuvered against ASDA for its competitors and any error of interpretation neither of view will be made. ASDA has moralconsideration concerning information society itself, means that this search (research) should be in accordance with company policies. To protect employees as well, any statement that will concern the company will be kept anonymous.

CHAPTER 4

DATA COLLECTION ANALYSIS AND INTERPRETATIONThe main concern of this chapter is to analyse data that was gather through survey and

interviews and to present the results by using charts, graphs as well as regression

analysis. Hypothesis is also proved through the findings from the analysis.

As said above, the impact of marketing strategies on the market share of ASDA will be

investigated in this research. Therefore, it will be subject to study through a survey, the

perception of ASDA’s consumers

The main concern of this chapter is to analyze the data that was alliance by the survey(research) and the interviews and present the results with the aid of diagrams, graphics as well as with the help of the least squares analysis. The hypothesis is also proven by the results of the analysis. As stated above, the impact of marketing strategies on themarket share of ASDA will be studied in this search

Page

74


(research). It will therefore be subjectto review by a survey (research), the consumer perception of ASDA

. Then, an interview will be conducted on the employees for the same purpose, means,

finding out there perceptions regarding the marketing strategies that ASDA uses to gain

market share which will lead to an analysis and comparison of the results. In order to

investigate the perception of consumers on the ASDA’s products, a selection of 160

consumers has been done and 20 employees has been interviewed to find out their

perception regarding the marketing strategies of the company.

. Then, an interview will be conducted on employees for the same purpose, the media, discovering there perceptions that will concern the marketing strategies used to winASDA's market share will lead to an analysis and a comparison of the results. In order tostudy the perception of consumers about products ASDA, a selection of 160 consumers has been made and 20 employees have been interviewed to discover their perceptionsconcerning the marketing strategies of the company.

ANALYSIS RELIABILITY

In this data analysis, a sample reliability analysis has been done in order to find out the

reliability of the data. This will show either the sample or the data subject to this

research is reliable, or valid or not by using the Cronbach’s alpha. A value equals to 0.5

or above means that the data and the sample are both valid and reliable.

In this analysis, a sample reliability analysis has been done to explore the reliability

of data. This shows that the sample or the reason given for this search (research)

Page

75


is reliable, valid or not or with the help of Cronbach's alpha. The value equal to

0.5 or abovemeans that the data and sample are valid and reliable.

Reliability of questionnaires

Number of Items Cronbach’s Alpha

7

5

0.786

0.670

Source: Researcher’s own derivation on reliability statistics (2012)

For this study, the reliability analysis on 7 as stated on Cronbach’s alpha is 0.786 and

this shows that the questionnaire is reliable as well as valid for testing the hypothesis. A

Cronbach’s alpha of 0.671 with a number of items equalled to 5 has shown that the

number of question on the interview is enough and the data is valid as well as reliable

for conducting the hypothesis too.

For this study, the reliability analysis of 7 as indicated on the Cronbach alpha is 0.786and this proves that the questionnaire is reliable and valid measure for both hypotheses.The Cronbach's alpha of 0.671 with a number of flat items to 5 proved that the number of the question of the interview was asse 'and the data are valid and reliable to drive the hypothesis as well.

Results from survey 1.Consumer Demographics

The purpose of this part of the research is to analyse the demographic of the consumers

of ASDA and 4 questions related to age, gender, ethnic region and income level have

been asked. For each question, a frequency table has been drawn to show the results

from their analysis.

The end of the part (party) this search (research) is to analyze the demographic of consumers in ASDA and 4 issues tied (linked) to age, gender, region, ethnicity andincome level have been

Page

76


put . For each question, a table of frequency has been pulled(removed) to give the results of its analysis

Age distribution statistics:

AGE GROUPS FREQUENCY PERCENTAGE (%)

18-25

25-35

35-45

45-55

55-above

Total

33

56

45

12

14

160

20.6

35

28.1

7.5

8.75

100

Table 1: Source: Researcher’s own derivation (2012)

This table above shows that, in a sample of 160 consumers, 20.6% were in an age group

of 18 to 25 years old, 35% of the respondents were aged between 25 and 35 years old,

28.1% were of age group 35-45, 7.5% belong to the age group 45-55 and the rest 8.75%

of the study sample belong to the age group 55 and above and this means that people in

the age group 25 to 45 years old are more likely to by the products that ASDA offers.

The above table shows that in a group of 160 consumers, 20.6% were in one age groupof 18 or 25 years, 35% of the catches were aged between 25 and 35 years, 28.1% were from 35-45 age group, 7.5% belong to the 45-55 age category and rest 8.75% of the study sample are in the age group 55 and above and this means that people during the years of the age group 25 to 45 are more likely to at ASDA products off

The majority of respondents who shop at ASDA are aged between 25 and 45 years old.

This choice is due to the fact that this period of is very tight as they have too much

responsibility meaning they need to consider their spending in order to save money.

Page

77


Some of the customers have just started working and are very concerned about their

future in term of having family with new responsibility, taking a mortgage or moving

away from the family house and all this need a budget.

Most fasteners that make purchases ASDA is aged between 25 and 45. This choice is due to the fact that this period is very tight because they have too much responsibility thatthey should consider your spending to save (spare) money (silver). Some customers juststarted work and are very concerned about their future in the term (term) to have the family with the new responsibility, to take a mortgage or removal of the family home and all this need a budget

The others are single parents and they need money for the family. For these reasons

they focus more on price than quality even if they wish to have the quality for their

budget.

Others are relatives (parents) single and need the money (silver) for the

family. For thesereasons focus more on the price (prize) that the quality but want

the quality for your budget.

Ethnic Distribution

FREQUENCY PERCENTAGE (%)

European

African American

Asian

other American

Oriental

Others

Total

59

15

10

51

25

--

160

36.8

9.3

6.2

31.8

15.6

--

100


Page

78


From this statistics, it can be stipulated that 36.8% respondents on this study were from

Europe, 9.3% were African American, 6.2% of the respondents are from Asia, other

American were 31.8% and 15.6% of the respondents come from the Oriental countries.

European and other American are more concerned about shopping at ASDA than the

other ethnics. This can be explained by the fact that most products the other ethnics

groups need are not available at ASDA and the company has based its segmentation on a

specific group of people.

From this statistics, it may stipulate that 36.8% sureties on this study were from Europe, 9.3% were African American, 6.2% of the catches are Asia, one American had 31.8% ofyears and 15.6% of the catches come from eastern countries. The European and oneAmerican are more concerned about shopping in ASDA the other ethnics. This can be explained by the fact that the vast majority of products the other ethnics groups need is not available for ASDA and segmentation of society based on a specific group of people

For this reason, the other ethnics group would just prefer to go to different supermarket

or just markets where they are sure they will find their own foods. Different cultures eat

different foods and it is also important for these people to eat as they were home. Going

to a place which is have been targeting a different group will just frustrate them at the

point at the point they will just stuck to one place where they are sure they will find all

they need.

For this reason, the other group of ethnics rather just go to the supermarket or justdifferent markets where they are sure will find their own food. Different cultures eat different foods and is also important that these people eat because they were home. Goto a place that is it referred to a different group of (the) frustrate just about to point that they just been stuck in a place where they are sure they will find all they need.

Page

79


Income statistics


High Income

Higher Middle Income

Middle Income

Low Income

Very Low Income

Total

6

11

32

53

58

160

3.75

6.87

20

33.12

36.25

100


From this statistics it could be shown that 36.25% of the respondents have a very low

income, the number of respondents with low income were 33.12%, 20% of them have a

middle income, the percentage of the higher middle income respondents were 6.87%

and the high income respondents were 3.75%

Panel (Panel) 3: source: the very derivation of the researcher (2012) The statistics thatcould show that 36.25% of the fasteners have an income too low, a number of fastenerswith low income were the 33, 12%, 20% have an average income, the percentage of the guarantors highest average income were 6.87% and the catches were high-incomeyears 3.75%

People in a gap of middle to very low income are more likely to shop at ASDA. These

people even if they would like to buy quality products, their budget is too tight to allow

Page

80


them to. Therefore, according to the positioning of the company, they have no other

choice than to go to ASDA as a minimum quality can be guaranteed. High income earner

would just not see the supermarket as the one that suits them because they will judge

the quality as very low in accordance to those who are shopping there.

People in a half space very low income are to make purchases from ASDA. These people even want to buy quality products, their budgets are too tight (tight) to allow themto. Therefore, according to the positioning of the society, have no choice but to go toASDA while a minimum quality can be guaranteed. The high-income buyers just would not see the supermarket as the suited because they judge the quality and very low in the agreement that shop there.

High income earner also would like their shopping to reflect their personality therefore,

ASDA would not be the best place for them and they would prefer to go to the

competitors where they will feel more comfortable in doing their shopping according to

their social class and life style.

The high-income buyers that their purchases would also reflect your personality then,ASDA is not the best place for them and would rather go to competitors where they feel more comfortable making the purchase by social class and lifestyle.

Non-demographic test (descriptive)

What is your level of satisfaction regarding the products of ASDA?

Page

81


In this non demographic test, the level of satisfaction regarding the products that ASDA

offers is measured and the responses that were given by the interviewees are showed in

this below table.

What is your level of satisfaction that considers the ASDA products? In this test (test)population is not the level of satisfaction concerning ASDA offers products is measured and the responses that have been given by respondents in this account are shown below.

Consumers Satisfaction Level


Very satisfied

Satisfied

Neutral

Not satisfied

Very dissatisfied

Total

12

40

8

66

34

160

7.5

25

5

41.2

21.2

100


The reading of these results has shown that more of half of the respondents are not

happy with the products offered by ASDA. 41.2% are not satisfied and 21.2 very

disappointed. While 5% of the respondents preferred not to give their opinion, 25%

claimed to be satisfied and only 7.5% among them are very happy with the products.

Reading these results proved that more than half of the sureties was not happy with the products offered by ASDA. 41.2% and 21.2 are not satisfactory so disappointed. While 5% of the sureties would rather not give his opinion, 25% claimed to be satisfied andonly 7.5% between them are very happy with the products

Page

82


This can be seen as a threat to the company because the number of people who are not

satisfied is very important. People are just buying the products because they do not

have another alternative to satisfy their needs and wants. This means they are ready to

switch over anytime they see a better offer in terms of product availability and price

that suits them.

This can be seen as a threat to society because the number of people who are

notsuccessful is very important. People buy products just because they have

no alternative but to satisfy their needs and wants. This means they are willing

to switch over when they see a better deal in terms of product availability and price

(prize) that suits them

The qualitative aspect of the company’s products is not satisfactory and the customers

are aware of this which is not a good point for a company which projects to grow in the

future. The quality of a product is it main competitive tools and if the products are poor,

it will be very easy to lose customers and there is no trust and loyalty coming from

them.

The qualitative aspect of the products of society is not satisfactory and customers realizethat this is not a plus for a company that plans to develop from now on. The quality of a product it is the tools (instruments) and whether the main competitive products are poor, it's easy to lose customers and there is no trust and loyalty that comes from them.

What is your satisfaction level regarding the different dimensions of ASDA?

The purpose of this question is to measure the satisfaction level of the customers on the

quality of ASDA’s products, their overall marketing strategies to communicate those

products, the accessibility of their stores, the reliability of the products and their prices.

This question has been asked to measure the satisfaction level of ASDA consumers on

different dimensions.

Page

83


What is your level of satisfaction that considers the different dimensions of ASDA? The purpose of this question is to measure the level of customer satisfaction on the quality ofASDA products, its global marketing strategies for communicating these products, the accessibility of its stores, the reliability of the products and their prices (prizes). Thisissue has to measure the level of satisfaction of consumers of ASDA on differentdimensions.

Satisfaction level on ASDA different dimensionsStrongly not

satisfied

Not Satisfied Neutral Satisfied Highly

Satisfied

Total

Freq Per. Freq Per. % Freq Per. % Freq Per. % Freq Per.% Freq Per. %

Brand Quality

Marketing/Communication

Stores Accessibility

Prices affordability

25

21

35

5

15.6

13.1

21.8

3.1

46

58

63

29

28.7

36.2

39.3

18.1

10

11

9

13

6.2

6.8

5.6

8.1

66

53

33

78

41.25

33.1

20.6

48.7

13

17

20

56

8.1

10.6

12.5

35

160

160

160

160

100

100

100

100


By analysing the different dimensions of ASDA, it has been found that the number of

people who are not satisfied with the company is very important. Regarding the

brand/quality, 15.6% to 28.7% are being from not satisfied at all to just not satisfied

giving a percentage of 44.3% to the level of dissatisfaction. 41.25% are happy with the

brand and only 8.1% are very satisfied.

By analyzing the different dimensions of ASDA, we check that the number of people who are not satisfied by the company is very important. Still concerning the brand / quality, 15.6% - 28.7% are satisfactory satisfactory exactly giving a percentage of 44.3% at the level of discontent. The 41.25% are happy with the mark (brand) and only 8.1% are very satisfactory

More than half of the respondents did not judge the marketing communication of the

company as satisfactory (36.2% not satisfied and 13.1% are extremely not) while the

Page

84


level of satisfaction being from 33.1% satisfied to 10.6% extremely satisfied. The store

accessibility also is a weakness of the company as the majority of the respondents

(21.8% strongly not satisfied, 39.3% not satisfied) are not happy with the stores

locations while 20.6% are satisfied and only 12.5% very happy with.

More than half of the sureties did not consider the communication of market society assatisfactory (unsatisfactory 36.2% and 13.1% are not extremely), while the level of satisfaction is 33.1% 10.6% satisfactory extremely satisfactory. The accessibility of store is also a weakness of society because most of the catches (21.8% stronglyunsatisfactory, 39.3% unsatisfactory) is happy with the store sites while 20.6% aresatisfactory and only 12.5% very happy with.

Regarding the price affordability, the respondents are satisfied by with a percentage of

48.7% satisfied to 35% very satisfied.

Customers see ASDA as a brand that does not reflect the quality they wish to have to

satisfy their needs. Even if they claim that is exists a minimum quality, the level is very

low compared to other brand like Sainsbury.

Still concerning the affordability (awards), the guarantors are satisfied by a rate of 48.7%to 35% satisfactory very satisfactory. ASDA customers see as mark (brand) that does not reflect the quality they want should meet your needs. Although there who demand a quality minimum, the level is very low compared to the other mark (brand) as Sainsbury

The company focuses more on selling products at low price than the quality. Therefore,

the brand ASDA does not reflect the quality. Also, the marketing communication of the

company is not really effective as the company does not put enough effort to innovate it

Page

85


and fit it according to its target customers, it is a mass communication and does not tell

about existing rewards from ASDA like the competitors do with their club cards.

The company focuses more products to sell small price (prize) than quality. Therefore, the mark (brand) ASDA does not reflect quality. In addition, communication of marketsociety is not truly effective because society does not display (shows) many efforts to innovate and adapt it according to your target customers is a communication action onthe masses and not said about the rewards ASDA as existing competitors do with theircards (maps) of club.

The location of the supermarket’s stores is also a problem as most of them are situated

out of the city in Essex area and also very far from each other. This means that the

customers who live in the city have to travel to shop at ASDA which is not convenient to

them because tiring, time consuming and costly. However the cost leadership strategy is

quite rewarding as most of the company customers who have low disposable income

are quite satisfied with their prices. The ASDA offers them products they need at a price

that suits their budget.

The location of grocery stores is also a problem as the vast majority of them are locatedoutside the city in the region of Essex and also very far from each other. This means that customers who live in the city must travel to the ASDA store that they were notcomfortable because tiring, with long and costly. However, the cost management strategyis completely rewarding as the vast majority of enterprise customers who have low netincome are completely satisfactory with their prices (prizes). THE ASDA offers products they need at a price (premium) that suits your budget.

Page

86


If you had to decide between ASDA and its competitors, how much would its

marketing strategies influence you to buy its products?

The reason behind this question is to measure the degree of influence on the

respondents by the marketing strategy set by ASDA and which lead them to buy the

firm’s products and not the competitors’ one. The results of this study are shown on the

below table.

The reason behind this question is to measure the degree of influence over the suretiesfor all marketing strategy and whom ASDA (the) leads buy the products and competitors'company. The results of this study are set on the table below.

ASDA marketing strategies on customers view


Not influenced at all

A little bit influenced

Neutral

Influenced

Highly influenced

Total

25

42

20

47

26

160

9.3

13.7

12.5

29.3

2.8

100


Regarding the company’s marketing strategy, the degree of influence is not quite

satisfactory as on 29% of the respondents are satisfied with only 2.8% highly satisfied

Page

87


with. The percentage of respondents showing there no incitement regarding the

marketing strategy applied by the company is quite high with 9.3% not influenced at all

to 13.7% just a little bit influenced by.

Still concerning the marketing strategy of the company, the degree of influence is notentirely satisfactory as about 29% of the catches are satisfied only by 2.8% highlysatisfactory. The percentage of the catches shows that there is no incitement concerningmarketing strategy applied by society is quite high at 9.3% not influenced by all at 13.7%just a little influenced by.

This is due to the fact that the company has limited its marketing strategy only on

communicating its price differentiation. Whereas marketing strategy is based first on

knowing the customers behaviour, needs and wants, motivations, purchase decision

making process etc and then adopt the offer accordingly. The marketing strategy of

ASDA is less effective than its competitors in terms of brand quality, management and

positioning, communication efficiency, customer research and management as well as

distribution area. The company lacks all these marketing strategies to position itself in

the customers’ mind for the ideal brand.

It is due to the fact that the company limited its marketing strategy to communicate onlytheir differentiation in prices (prizes). Whereas the marketing strategy is based first learn about customer behavior, needs and wants, motivations, making purchasing decisionsand so on. and then take the offer accordingly. The ASDA's marketing strategy is less effective than its competitors in terms of brand quality (signal), management andpositioning, effective communication, search (research) and client management as well as the distribution sector. The company lacks all these marketing strategies to be placed in the clients' deal for the brand (mark) ideal.

Page

88


A good marketing strategy should take into consideration the communication strategy

of the company in order to reach their marketing objectives. By note taking into

consideration or implementing an effective marketing communication strategy, the

company has the least influence its customers who are more attracted by the

effectiveness of the competitors’ strategies. Also by using the same way of

communicating the same thing, the customers have just got bored thinking that they

would fine the same thing and there is no innovation from ASDA.

A good marketing strategy should take into account the communication strategy of the company to achieve its sales targets. For note taking into consideration or fulfills aneffective communication strategy to market, the company has less influence over theircustomers are attracted by the effectiveness of competing strategies. "Also with the help of the same way to communicate the same thing, customers are just annoying obtainedrefinarían thinking the same thing and there is no innovation ASDA.

How would you rate ASDA’s marketing strategies?

The reason behind this question was to know how good the respondents thought the

marketing strategies used by ASDA are.

The reason behind this question was well thought guarantors marketing strategies wereemployed by ASDA.

Page

89


Quality of marketing strategy


Very good

Good

Fair

Neutral

Poor

Bad

Total

15

25

33

25

43

19

160

9.3

15.6

20.6

15.6

26.8

11.8

100


Statistics have shown that the marketing strategy utilized by ASDA does not have big

effect on the customers and it has been lowly rated by the respondents as people are

more negative on the quality with a percentage of 11.8% to qualify it as bad and 26.8%

as just poor. 20.6% of the population think it is fair while 15.6% rated it as good and

9.3% think it is very good.

The statistics proved that the marketing strategy used by ASDA did not exert a large effect on customers and humbly been evaluated by the guarantors because people aremore negative about the quality at a rate of 11.8% to qualify it by very bad and just 26.8%as poor. 20.6% of the population think it is fair while 15.6% rated it as a bonus and 9.3% think it is very good.

Page

90


This is due to the fact that the marketing strategy of the company has not been good

elaborated, a perfect study on the behavioural aspect of the customers has not been

done, and the communication strategy based on the marketing is not efficient.

Therefore, the company is unable to provide its customers with the necessary they need

to be happy with and to give them a good rate compare to its competitors who are

mainly focused on shaping there marketing strategy.

It is due to the fact that the marketing strategy of the company was not made good, arefined study on the behavioral aspect of the clients has not been done, andcommunication strategy based on marketing is not effective. Therefore, society can notsupply its customers the vanity they should be happy with and to give them that (that) a good rate compared to their competitors who are mainly concentrated form theremarketing strategy.

No innovation has been brought to ASDA’s marketing strategy according to the

changing needs of the customers while the company’s competitors release strategies

that incite and influence the purchase of the customers with them. ASDA marketing

strategy is very predictable and customers do need something that stimulates for an

eventual purchase.

No innovation has been made to the marketing strategy of ASDA as the changing needs of customers while the company's competitors released (exempted) strategies that encourage and influence the customer

Page

91


buying them. The marketing strategy is verypredictable and ASDA customers need something to stimulate a purchase for some.

Which products do you usually buy from ASDA?

The purpose of this question is to find out the categories of products that consumers do

usually by from ASDA to know the most valuable one.

The purpose of this question is to discover the categories of products that consumersusually do for ASDA to know the most precious.

Product category purchased


Food

Home appliance

General Clothing

Electrical

Home furniture

other

Total

72

18

42

3

25

-

160

45

11.25

26.25

1.87

15.62

-

100


The above results have shown that a percentage of 45% of the respondents buy their

food from ASDA, 11.25% do buy their home compliance products from ASDA, the

buying of general clothing is also important with a percentage of 26.25%, 1.87% of the

Page

92


consumers buy their electrical products from the company and the buying of home

furniture from ASDA is 15.62%. From these results, it has been shown that consumers

are more likely to buy food and general clothing from ASDA. However, all the products

are liked by the consumers and they do purchase it.

The results above showed that a percentage of 45% of the guarantors buy their food fromASDA, the 11.25% purchase their products at home under ASDA, overall apparelpurchases are also important with a rate of 26, 25%, 1.87% of consumers buy theirelectrical products of the company and purchases of furniture in the house ASDA are15.62%. From these results, we show that consumers were to buy food and clothingASDA general. However, all products are loved by consumers and (the) purchase.

The tendency of the customer to buy more food and general clothing at ASDA is due to

the fact that these products is less expensive than the competitors even if they consider

that the quality is not there. For the general clothing, people need to change it

frequently meaning they would go for the cheaper one. For the other products, ASDA is

in competition with other store like Argos which has a good reputation regarding their

electronic and home appliance and furniture.

The tendency of the customer buy more food and clothing ASDA is generally due to the fact that these products are cheaper than competitors but consider that the quality is notthere. For the dress general, people need to change meaning more often go for cheaper.For other products, ASDA competes with the other store like Argos that has a goodreputation concerning your appliance and electronic goods and household furniture.

For this reasons, customers would just prefer to go where they can have it less

expensive and in a good quality. ASDA is more focused on the primary need of its

Page

93


customers where the company has centred its marketing strategies and communication.

At the image of its food, the customers do not have s trust on its other products.

For this reason, customers prefer to just go where they can have it cheap and goodquality. ASDA is more focused on the primary need of their customers where the company focused its marketing and communication strategies. The image of their food, customers do not inspire confidence about their other products.

I nterview findings Also in order to study the impact of marketing strategies on the market share of ASDA,

an interview of 20 employees from ASDA has been conducted and important

information has been gather from them on the marketing strategy used by the firm and

how this has enable them to gain market share. From the data analysis, it has been

found that:

In order to study also the impact of marketing strategies on the market share of ASDA, an interview of 20 employees of ASDA has been conducted and the alliance wasimportant information from them about the marketing strategy employed by the company and how this has to allow them to gain market share. Data analysis, we find this:

The company is conscious about the effect of the marketing strategy on their

performance but this has not been taken into account previously. However, according to

the importance of this issue an important budget is being allocated to the marketing

department that will enable them implement their marketing plan which will be mainly

Page

94


built on studying customers’ needs and wants. With a good panel of information built on

the customers, ASDA will set its marketing strategies according to the requirements of

the local market, the economical factors and the understanding of its consumers.

The society is aware about the effect of marketing strategy on their performance but this has not been considered previously. However, according to the importance of this issuea significant budget is allocated to the sales department that will enable them to implement their plan (plan) of marketing needs will be substantially over study in clientswant 'and. Being built a distinguished board (table) of customer information, ASDA puttheir marketing strategies according to local market conditions, factors (carriers) economic and understanding of their consumers.

Allocated the necessary budget to conduct decent market research is important to the

company as now they have understood that the money invested is seen as a return on

investment. Also according to the employees, the marketing strategy of ASDA changes

according to the periods and events. For every single season the company builds a

marketing strategy according to the demand of its customers. In this way, the company

grows continuously by increasing its sale. Different strategies have been elaborated by

ASDA in term of generating ideas from the customers on how to maintain their position

in the retail industry.

A allocated the budget to conduct the search (research) suitable market is important for society because they now understood that the money invested was seen as a return on investment. Also according to employees, ASDA's marketing strategy varies according to periods and events. For every single season set society a marketing strategyaccording to customer demand. Thus, the society develops continuously increasingsales. Different strategies have been developed by ASDA in the term (term) to produce ideas from customers about the way they maintain their position in the retail industry.

Ideas from customers are collected in a box situated at the entrance of the store and are

being taken into consideration by the marketing department to set marketing strategies

Page

95


and customer services satisfaction. Also in term of loyalty, the company use a method

different to the one used by its competitors to reward their customers.

Ideas from customers are collected in a box located at the entrance to the store andtaken into consideration by the sales department to place the satisfaction of marketing strategies and customer services. Also in the term (term) of fidelity, the use of society that a different method used by competitors to reward their customers.

Actually, always in its marketing strategy built on price differentiation, the firm, instead

rewarding its customers with the point base system as used to do its competitors, ASDA

offers them £40 worth of voucher anytime they shop for more than £40 at ASDA.

However, there is no enough communication regarding this to incite the customers

more about the idea to shop at ASDA for.

In fact, always set your marketing strategy on the differentiation of prices (prizes), the company, instead of this that rewards customers with point-based system as used for its competitors, ASDA offers the $ 40 bonus value when they shop for more than $ 40 inASDA. However, there is not enough communication concerning this to encourage morecustomers to the idea of making purchases for ASDA.

The company has established a global marketing strategy for its food and non-food

products but, this has not work efficiently and they are working on how to customize

more their marketing strategy in the local industry. Also to show to customer that there

is a transparency on their marketing and pricing strategy, the company openly show

them that there is no hidden fees or extra charges on the their products by displaying

the competitors prices for the same products.

The company established a global marketing strategy for food and nonfood products, butthis does not work effectively and work more on how to adapt your marketing strategy in the local

Page

96


industry. Customer also prove that there is a transparent about its sales strategyand evaluation, test them open society there are not any hidden fee or surcharge on their products showing prices (prizes) competitors of the same products.

CHAPTER 5

Page

97


CONCLUSIONS

The purpose of this research was to study the impact of marketing strategy on the

market share of the company and ASDA has been taken as a company case study.

Marketing strategy is really important at this era where companies compete strongly to

reach their objective. Therefore, implementing not only an effective marketing strategy

but a strong one, enable the company to survive and gain market share. Allocating an

important budget to the marketing research and plan department would not be

considered as a waste as this will create a return on investment. A deep study on the

customers’ needs and wants will be conducted and in return, based on the results, an

adequate offer will be given to them.

The purpose of this search (research) was to study the impact of marketing strategy onthe market share of society and ASDA has been taken as a case study of society. The marketing strategy is really important to this era where companies compete fiercely to achieve its objective. Therefore, in compliance not only effective marketing strategy but strong, allowing the company to survive and gain market share. Allocating a significant budget department search (research) and plan (plan) market is not considered as wastebecause it will create a return on investment. A thorough study on customers' needs and wants and instead will be conducted based on the results, they devote appropriate offer.

Once this strategy works, it intensify the company’s sales hence, increase its profit as

the customers ‘data base will get bigger. Implementing an effective marketing strategy

is very important to the survival of any business mostly in the retail industry. Marketing

gives the company the opportunity to study the market in term of right entry period,

findings the gap to fulfil by giving the customers an adequate offer that match their

needs found from a good market research in order to have a good market position.

As this strategy works, it will intensify the company's sales thus increase their profitbecause the database of customers' get bigger. The implementation of an effective marketing strategy is very important for the survival of any atareas you largely in the retailindustry. The sale gives the company the opportunity to study the market of the term(term) of good input period, the results devoting space to

Page

98


meet clients that combineappropriate offer (supply) tested needs a good search (research) market to have a goodmarket situation.

By adapting a good marketing strategy, companies improve their financial performance

from continuous increased sales which will in return increase their marketing.

Marketing techniques change overtime and companies have to update in line with the

environment, new challenge and changing behaviour of customers to gain market value.

Otherwise, would just get eliminated from the competition.

Adapting a good marketing strategy, companies improve their financial result ofincreased sales continued to increase its marketing instead. Sales techniques changeovertime and societies must update as to the environment (environment), the newchallenge and change customer behavior in the market value gain. Otherwise, just geteliminated by competition.

For the purpose of this study on the impact of marketing strategy on the share of the

company, a survey has been conducted on the consumers of ASDA in order to have an

idea of their perception regarding the company’s offers and in the meantime to know

the value they give to the firm. Questionnaire of the survey have been established in a

manner that will give accurate information of the customers ‘perception the value they

Page

99


give to the company and its products and services. From there, it has been drawn that

customers are in overall not happy with the company’s product and they reckoned that

the marketing strategy used by the company does not have a good effect on them in

terms of influencing their choice of where to purchase.

For the purpose of this study on the impact of marketing strategy on the part of society, a survey (research) has been carried on ASDA consumers to get an idea of their perception concerning bids society and knowledge of both the value they attach to the company. The survey questionnaire (research) have been established in a way that will give accurate information of the customers' perception of the value they place on society and its products and services. Hence, it has been pulled (drawn) that customers are inthe combination (mono) not happy with the product of society and was told that the marketing strategy employed by the company does not exercise a good effect on them in terms of influencing their choice of where to buy.

RECOMMENDATIONS

1. Marketing mixFirst and foremost, the company should update their market research. As the market

environment is continuously changing, they should conduct new market and customers

research to know what are the presents and real needs of their target customers, know

them well in term of buying behaviour and purchase decision making to know what

motivate them regarding a product or brand. Once this has been done, a marketing mix

improvement should follow it.

First, society should update your search (research) market. While the environment(environment) market changes without

Page

100


interruption, should conduct the search (research) market and customer to know what are the présenux and the real needs of their target customers, the (the) well known in the term (term) of shopping behavior and purchasedecision making to know what (the) motivate Still concerning a product or brand (sign).Once this has been done, an improved sales mix should follow.

Even if the prices of the products are in majority affordable the quality is very low

compared to what the company claims it to be. Quality can be sometime more important

than the price and in this particular case, the customers would love to have quality

product at an affordable price. Also it would be with benefit for ASDA to include in its

offers products not only for a specific customer target but also products for other

ethnics groups like Oriental, Asian and African American people as they do not find the

products they need at the stores. ASDA provides food and non-food products that

perfectly match with its strategies. However, there must be a match between the ability

to provide cheap product but with the right quality mostly expected by its customer.

Although prices (prizes) of the products are most affordable (accessible) the quality is very low compared to what it intends to be society. The quality may be more important at one time or another that the price (prize) and in this case individual customer would like to have the quality product at an affordable price. It would also be the advantage toinclude in their products ASDA offers not only a specific target customer but alsoproduced for other ethnics groups such as Eastern people of Asian and African American because they find the products they need to stores. ASDA supplies food andnon-food products that perfectly combined with their strategies. However, you must havea party there comes the capacity to supply the product cheaper but good quality largelyprovided by its customer.

Page

101


The company needs to improve its store location. They should open some store insight

the city to be as close as possible to the customer preventing them from driving miles

and wasting their time for shopping. Being at a convenient place will boost their sales

and increase their market share. Also by doing so, they will gain more potential

customers as well.

The company must improve its store site. Analysis should open tent city to be as closely as possible for the client to prevent them losing thousands and lead time for purchase.Being in a comfortable extended (exaggerate) their sales and increase market share.Besides doing this, you will gain more potential customers too well.

2. Brand loyalty Brand loyalty is intrinsically the foundation of a company’s profitability and survival.

The higher the levels of brand loyal customers are the less the expenditure on

marketing strategies for an organisation because loyal customers promote positively a

company’s product to potential customers. In addition to that, it is easier and less

expensive to launch and introduce more products that are targeted at same customers.

It is also a means to restrain new entrants in the market.

Page

102


The brand loyalty (signal) is inherently the basis of profitability and survival of a society.More levels of brand loyal customers (signal) are high are less spending on marketing strategies for an organization because frankly loyal customers will favor the product of a society to potential customers. Besides that, it is easier and cheaper to launch andintroduce more products that they are lying to them the same customers. There are also a means of retaining of newcomers on the market.

ASDA can improve its brand loyalty through different ways such as providing quicker

service to their customers, ensuring quality products for lower prices, being more

accessible to customers by widening the distribution network etc. ASDA can also retain

its customers by improving the service in a continuous basis. In a nutshell, to develop its

brand loyalty ASDA should know its niche market, concentrate its efforts to ensure

more customer satisfaction, support its products with good offer scheme, and

constantly bring some innovations that lead customers to repeatedly purchase their

product.

ASDA can improve brand loyalty (signal) in different ways such as supplying a faster service to its customers, ensuring quality products for prices (prizes) below, being moreaccessible to customers expanding (spreading) the distribution network etc. ASDA alsocan keep your customers by improving the service on a continuous basis. In short, develop brand loyalty (signal) ASDA should know your niche market, concentrating itsefforts to ensure greater customer satisfaction, supports its products with a good plan(plan) of offer, and constantly brings some innovations that lead customers repeatedlybuy your product.

Page

103


3. Branding strategy ASDA branding strategy can be affiliated to a corporate brand, because the

overwhelming majority of their products are hold in the company’s name. This is good

to the extent that ASDA aims to use the reputation of the company name on their

products. However product brand is gaining nowadays more power on corporate brand,

because reputation is defensive though company focused, brand instead is market

oriented and focuses on value and competition. Thus, ASDA branding strategy should be

developed into a more appealing and stronger approach which is product brand. Brand

names associated with the products are seen nowadays as the most valuable assets of

an organisation. In ASDA’s clothing range, some items are product brand such as

‘’George”, however in the grocery section loads of products need to be labelled with a

product brand.

The branding strategy of ASDA may be affiliated mark (sign) of business because the overwhelming majority of its products is taken in the name of society. It is good to the extent that ASDA intends to use the reputation of the company name on their products.However product brand today earns more power (force) on the mark (brand) companies,because reputation is however focused defensive partnership, the mark (brand) in theplace (square) is market-oriented and focuses on the value and competition. Thus, the strategy of branding should be developed in ASDA approach (approach) more attractiveand stronger than is trademark. Marks (brands) tied (linked) products are seen today asthe vast majority of the benefits (wins) precious of an organization. In the range of ASDAclothing, some items are brand product as `'George', however in the grocery sectionloads products must be marked with a product brand

Page

104


The interview of 20 employees from ASDA has been conducted in order to have an idea

on the marketing strategy that the firm utilises to gain market share. It has been found

out that the company allocates an important budget to its marketing planning and

implementation as they have understood the importance of setting an effective

marketing strategy. A good market research will give the clue to the company on how

they should position themselves, and gain an increase market share.

The interview of 20 employees of ASDA has been conducted in order to get an idea of the marketing strategy the company uses to gain market share. Lo (la) we find thatsociety places a large budget to market planning and execution because accordingunderstood the importance of an effective marketing strategy. A good search (research)will market the clue to the society about the way they should be placed, and gain a market share increase.

Different methods can be used by ASDA, from exploring their customers’ data base to

asking them on how to improve their position. By associating their customers’ idea to

their marketing strategy, the company will increase its sales and financial performance

hence, gain market share. Far from maintaining their strategy to this point, the company

should adapt its offer according to upcoming events and this will give to them a short

term performance for a long term perspective.

Different methods can be employed by ASDA, database to explore their clients' to askabout how you improve your position. Idea involving their clients' with their marketing strategy, the company will increase its sales and financial results thus gain market share.Far from maintaining its strategy at this point, society must adapt its offer as upcoming events and this will give the short-term to long-term perspective.

Page

105


4. Marketing Communication The fact that ASDA uses celebrities in its marketing communication is good however,

now the communication methods have change and instead doing all fit one mass

advertisement, they should focus sometimes on the one to one communication method

which will be seen by their customers as more customized. It will create a good picture

of its products which is positive in the customers view. Also from this research, it has

been found out that the rewards its customers by offering vouchers.

The fact that ASDA uses celebrities in their marketing communication is good but nowthe communication methods are changing and the place (square) that makes all theadvertising (ad) a mass adjustment, should be targeted sometimes on one to onecommunication method that will be seen by customers as more adapted to customer needs. Create a good image of their products that is positive in view of customers. Alsothis search (research), what (the) found that rewards its customers by offering bonuses.

However, its communication is so weak than most of the customers are not aware of

the existence of. A real improvement of the company’s communication will give them

popularity which will result in increasing their sales volume, improving their financial

performance and increasing their market share as more potential customers would join

the company. The implementation of an effective marketing strategy based on a

profound market research on the customers ‘needs and wants will enable ASDA to

Page

106


achieve its financial objective which would grow year by year and the survey and

interviews have also proved that marketing strategies have a positive impact on the

market share of any company.

However, your communication is as weak as the vast majority of customers do notrealize the existence of. A real improvement of communication between the companygiven the popularity will increase its sales volume, improve its financial performance and increasing its market share because potential customers would gather society. Running a successful marketing strategy based on a search (research) market depth on it (it, her)customers' needs and wants will allow ASDA to reach your financial goal that would growyear after year and the survey (research ) and the interviews also showed that marketing strategies had a positive impact on market share of any society.

In this global competition where customers can switch over easily from business to

business to get the same products or even better at competitive prices, companies

needs to apply effective and strong marketing communication strategy in order to

maintain their customer data base, survive and increase their market share. To make it

more efficient, ASDA show follow step by step the AIDA communication model in order

to be more attractive in terms of grabbing the attention of their customers on the

product that exist in stores, and on the rewards they can have by shopping at ASDA,

engaging their interest on how particularly the product can solve their problems,

making their products more desirable in their communication by stressing the benefits

and then stress the deal for a purchase action.

In this global competition where customers can easily switch over from company tocompany to obtain the same or even for mejorarles to prices (prizes) competitivecompany needs to implement the communication strategy effectively market closes and the order to maintain

Page

107


their customer database, to survive and increase their market share. To make it more effective, exposure of ASDA are point by point the AIDA model of communication to be more attractive in terms of taking care of its customers in theexisting product in stores, and the rewards can be for the purchase in ASDA, compromising (hiring) interest on the way that particular product can solve their problemsby returning their products more desirable in a communication submitting a limitation ofbenefits and then submit the matter to a limitation (business) to a stock purchase.

The visibility of ASDA is also not effective due to the fact that most of their stores are

located out of town therefore, even if customers know about the company, its

competitors’ brand names come more across them. For this reason, the company should

make its brand and logo more visible by using different media in order to have the

brand ASDA in the mind of the customers.

The visibility of ASDA also not effective due to the fact that the vast majority of its storesare located outside the city because, although customers know the company, marks itscompetitors' more by chance they are. For this reason, society should return their mark (brand) and logo more apparent with the help of different media in order to have the mark (brand) in the spirit of ASDA customers.

5. Customer Relationship Management A customer relation management strategy is also crucial to the survival of the company.

Therefore, the company should more think about the customisation of its customers,

their loyalty by giving them reward that worth it. It will also be important to take into

consideration the reflection of the customers on how they would like the company to

proceed on different matter that link them to ASDA. Marketing strategy give to the

Page

108


company different tools that help to attracts customers by giving them the products or

service they need.

A strategy for customer relationship management is also crucial to the survival of society.Therefore, society should think more about customizing your customers, reward their loyalty consagrándoseles value is in it. It will also be important to consider the reflection of the customers about the way in which society would want to proceed on the matter (subject) is different than all (the) atan (link) to ASDA. The marketing strategy givedifferent tools (instruments) of companies that help clients attract consagrándoselesproduct or service they need.

It has also been proven that the probability there is a positive impact of the marketing

strategy set by the company on the company market share is correct. Meaning that,

more the company is willing to spend in implementing its marketing strategy, the

greater the return on investment as high market share.

So (the) show that the likelihood is a positive impact of all marketing strategy by the company on the company's market share is correct. Meaning that the more society is willing to spend fulfilling your marketing strategy, plus the return on investment as high market share is large.

The other hypothesis saying there is no link between marketing strategy and market

share and or the effectiveness and efficiency of the company is not achieved via

marketing strategy have been rejected The objective of this research has also been

achieved through the regression analysis, interviews and survey. According to this

finding, it can be concluded that an effective marketing strategy always impacts

positively the share of the company.

Page

109


The other hypothesis suggests that there is no link between marketing strategy andmarket share me the effectiveness and efficiency of society is not made throughmarketing strategy have been rejected (thrown back) in order to this search (research) has also been made by the analysis, interviews and the survey (research) regression.According to this conclusion, we can conclude that an effective marketing strategyalways makes really part of society.

1. Objectives: 1.1To investigate and examine the marketing strategies followed by ASDA.

The impact of marketing strategy on the market share of the retail industry with the

case study of ASDA has been study in this research and it has been found out that the

company is quite focused on marketing. The firm allocates an important budget to its

marketing department in order to enable them to study the market in deep by

conducting efficient market research however; there is still a gap they should fulfil in

order to reach their objective and to make their marketing strategy more efficient.

The impact of marketing strategy on the market share of the retail industry with ASDAcase study was study in this search (research) and we discovered that the company is totally concentrated on marketing. The company allocates a significant budget to yoursales department to enable them to study the market leading deep into the search(research) yet efficient market, there is always a space to be met in order to achieve your goal and make your more efficient marketing strategy.

Page

110


Also in its marketing communication strategy, the company uses celebrities to

advertise its products and this is a good tactic as it has somehow influenced the

purchase decision of the customers with its slogan “why pay more”. The company uses

price comparison and displays its competitor’s prices on their shelf to let customers that

their prices are genuine. In the meantime, they try to build a customers’ loyalty plan

different to the club card system and which is based on rewarding the customer by

giving vouchers for every spending more than £40.

Also in their market communication strategy, the company uses celebrities to advertise their products and is a good tactic because a certain way has influenced the buying decision of customers with its slogan "why pay more." The company employs the comparison of prices (prizes) and shows the prices (prizes) of your competitor on yourshelf for customers that its prices (prizes) are true. At the same time, prove (try) plan (plan) to build loyalty to customers' different system cards (maps) of the club and who is based customer reward vouchers for every expenditure giving more than $ 40.

This strategy has also been built in terms of saving customers money which is central to

ASDA philosophy. Also from the previous literature survey, the importance of marketing

strategy in positioning the customer has been proven by different scholars and

according to ASDA’s employees, the success of the company is built around its

marketing techniques.

This strategy has also been established in terms of money (silver) of clients of economy that is central to the philosophy of ASDA. Also search (research) bibliogáfica above, theimportance of marketing strategy that the client has been tested by different

Page

111


investigatorsand employees as ASDA, the success of the company is set around their sales techniques.

1.2To explore the role of marketing strategies in enhancing the growth share

of the company.

The marketing strategy used by the company has an important role on the growth of the

share of the company and it has been found out from the survey and interviews that the

techniques used in their marketing strategy has helped the company to improve its

financial performance by boosting its sales. The company has built its marketing

strategy on a price differentiation, cost leadership strategy by offering lower price than

its competitors for the same products and this has rewarded the firm by increasing its

market share overtime even if they did not escape from the downturn economical

condition in 2007.

The marketing strategy employed by the company plays an important role on growth bysociety and what we discovered in the survey (research) and interviews which (to) the techniques used in their marketing strategy helped the company improving its financial performance goal (exaggerating) sales. The company established its marketing strategyon a tiered pricing (premiums), cost management strategy offering price (prize) lowerthan its competitors for the same products and that rewarded the company increasing its market share of overtime but did not escape the economic state of decline in 2007.

The case of ASDA has been taken in this study as the company has somehow survived

during the recession period rewarded by its new marketing strategy based on price

differentiation in line with the customers’ needs of having good products at an

Page

112


affordable price that will enable them to save money every day. The customers also

from the survey have valued the products and reckoned been somehow a bit influenced

by this marketing strategy which would influence them more if a bit improved used and

this has obviously played a great role on the company’s share.

ASDA's Box has been collected this study while the society has survived a certain wayduring the recession rewarded for his new marketing strategy based on differentiation of prices (prizes) according to customer needs have 'of bond produced at an affordable price that will save them (spare) money (silver) each day. Customers also the survey (R)products evaluated and considered to be a certain way a little influenced by this marketing strategy that would influence more about them as a little better used and this obviously played a big role on the part of society.

1.3 To find out how marketing strategies can reward the company by

providing an edge on its competitors.

This objective has been proven from the survey and interviews which has confirmed

that the success of ASDA is the fruit of its marketing strategy. This has given to the

company an edge on its competitors by taking away some market share from them. The

company has also gained a great data base of customers who have confirmed that they

have in mind the brand ASDA anytime they go for shopping as the marketing strategy of

the company always remind them the possibility of saving.

This goal has been proven by the survey (research) and interviews confirmed thatASDA's success was the fruit of your marketing strategy. This gave the company an edge over their competitors taking market share some of them. The company also won alarge database of customers confirmed that they had the spirit the mark (brand) ASDAwhenever they go shopping while the marketing strategy of the company always remember the possibility of economy.

Page

113


The position of the firm was noted well but, by adopting a good marketing strategy, the

company has position itself in this competitive environment. This has enhanced its

market value, improved its financial performance hence rewarded the company with a

great market share which has improved overtime. Studying the customers’ needs and

want in this changing environment has enabled the company to offer them the products

and service they are looking for in there every day life and which will give them the

opportunity to save money too. Also, the company take into account the idea of its own

customers to improve their marketing strategy and this has been a good strategy as

customers feel really involve in terms if contributing to the success of the company.

The position of the company has been well noted, but taking a good marketing strategy, the company has the same position in this race condition. This increased its commercial value, its financial performance improved accordingly rewarded the company with amarket share that was improved overtime. Needs who study customers want 'and in this environment (environment) in the process of evolution allowed the company to offerproducts and services designed to (investigate) there in every day life and give them the chance to save (spare ) money (silver) as well. In addition, the company takes into account the idea of their own customers to improve their marketing strategy and was a good strategy and the customers really feel to imply in terms of whether contributing to the success of society.

2. Research aims fulfilment The purpose of this research is to study the impact of marketing strategy on the

market share of the company and it has been proved that marketing strategy

contributes to the improvement of the market share of the company by

influencing the purchase decision of the customers.

The purpose of this search (research) is to study the impact of marketing strategy on the market share of society and show that the marketing strategy contributes to improvingmarket by society influencing the purchase decision customers.

Page

114


The hypothesis that marketing strategy positively impacts the market share of

the company has been revealed correct. this study has also been successful due to

the fact the researcher has not only accomplished it and given conclusions and

recommendations on the findings related to the impact of marketing strategy on

the market share of the company, but also its personal interests in building a

career in marketing has been fulfil and she has enhanced its knowledge

regarding the marketing topic and its implication in the real world has been

satisfactory. This experience will enable her to know how to build a good career

in marketing and to improve the performance for her future employer base on

this experience.

The hypothesis that the marketing strategy really makes the market share of the partnership was properly directed. This study has also been achieved due to the fact that the researcher not only met him and given conclusions and recommendations that concerned the results attached (linked) to the impact of marketing strategy on the market share of society, but as their interests establishing a career in personal marketing wasfulfilled and increased his knowledge was concerned the subject of sale and their involvement in the world (people) real was satisfactory. This experience (experiment) will let you know to establish a good career in marketing and improving outcomes for their future employer based on this experience (experiment).

Page

115


3. Limitations and future research This research has been conducted to study the impact of marketing strategy on the

market share of the company. From the outcomes of this research, it has been proved

that marketing strategy has a positive impact on the market share of the company. For

their survival in the market, the company needs to invest in marketing strategy as this

will help to know their customers, offer them a mix products that suit their needs and

wants, use an efficient way to communicate it to them to reach potential customers, to

manage effectively their relationship with the customers for a long term loyalty.

Marketing strategy is a stimulus to the customer purchase decision therefore is

beneficial to the company for a long term perspective.

This search (research) has been conducted to study the impact of marketing strategy onthe market share of society. The results of this search (research), what (the) show that the marketing strategy has a positive impact on market share of society. For their survival onthe market, the company must invest (invest) in the marketing strategy because it helpsto know their customers, (the) offer the products of a mixture to suit their needs and wants, using half communicate them effectively to reach potential customers to effectivelymanage their customer relationships for long-term loyalty. The marketing strategy is an incentive to the customer that the purchase decision is healthy for society for a long term perspective.

The relationship between marketing strategy and market share presents a challenge to

the manager of the company as they have always to try to keep pace with the

Page

116


challenging environment to adopt their marketing strategy and to gain market share.

For this reason it is necessary to go for a further investigation in this topic to have more

idea about the influence of marketing strategy on the market share of the company and

how this relationship can be challenged or strengthen in the future. Attempt has been

made to study the same issue in more detailed way.

The relationship between marketing strategy and market share will present a challengeto the director of the company as they always have to try to keep the environment(environment) to adopt its provocative marketing strategy and gain market share. It is therefore necessary to go for a survey (research) later on this subject have more idea about the influence of marketing strategy on the market share of society and how these relationships can be discussed or reinforced from now on. The attempt has been madeto study the same question more detailed.

However, there is still a gap to be filled as there is no detailed study on the impact of

marketing strategies on the market share of the company at the moment. Presently the

continual change of the market environment in term of technology as well as other

factors and resulting in the constant change of the consumers’ behaviour lead to the

need of conducting further research that will help to keep up with the transforming

environment by giving suitable results that will be implemented.

However, there is a space to be met as there is always a detailed study on the impact ofmarketing strategies on the market share of society today. Currently the continuous change of environment (environment) market of the term (term) technology as well asother factors (carriers) and have as the result of consistent behavior change consumers'lead if necessary to conduct more search (research ) that will help keep the environment(environment) transformation giving the results will be given appropriate compliance.

Page

117


Regarding the limitation of this study, it has been found out that there is a linkage

between the elements of the topic. The study of one element of the topic includes other

elements that are likely to influence the value market of the organisation. Not only has

the marketing department needed to be investigated.

Still concerning the limitation of this study, (la) we find that there is a tringlerie between elements of the subject. The study of a subject item includes other elements that are likely to influence the market value of the organization. Not only the sales department should be studied.

REFERENCES

Book Referencing

Jain S., C., 1996, “Marketing Planning and Strategy”, 6th Edition, South Western College

Publishing

Allen, J., E., (2011) “Nursing Home Administration”, 6th Edition, Springer Publishing

Company.

Kotler, P, Keller, K, L, (2006), “Marketing Management”, 12th Edition, Prentice Hall of

India Private Limited

Li, S., X., Chuang, T., (2001), “Racing for share in the market: Hypercompetition and the

performance of multiunit multimarket firms”, Advances in Strategic Management, 18th

Edition, Emerald Group Publishing Limited

Baker, J., M, (1999), “The Marketing Book” 4th Edition, p. 22, the Charter Institute of

Marketing

Kumar, N, (2004), “Marketing as Strategy. Understanding the CEO’s Agenda for driving

growth and innovation” 2nd Edition, Thomson press Ltd

Page

118


Palmer, A, (2004), “Introduction to Marketing: Theory and Practice” 2nd Edition, p.1,

Oxford University Press

McDonald, M, Morris, P, (2012), “Marketing Plans: A complete Guide in Pictures” 4st

Edition, p76 A John Willey and Sons LTD

Hooley, G, J, Piercy, N, F, Nicauloud, B, (2006), “marketing strategy and competitive

positioning” 4th edition, p.20, Pearson

Woodside, A, G, (1996), “Measuring the effectiveness of Image and linkage

Advertisement: the Nitty gritty of Maxi Marketing”, 1st Edition, Quorum Books

Eechambadi, N, V, (1994), “Does Advertising work: the marketing practice”, the

McKinsey Quarterly

Doyle, P, Stern, P, (2003), “Marketing Management and Strategy”, 4th Edition, Pearson

Education Limited

Dransfield, R, Needhan, D, (2005), “GCE AS Level for Edexcel: Applied Business”, 1st

Edition, Heinmann Inspiring Generation

Ferrell, O, C, Hartle, M, D, “Marketing Strategy” 5th Edition, South Western Cengage

Learning

Bronnenberg, G, Mahajan, H., Vanhonacker, R., “The Emergence of Market Structure in

New Repeat-Purchase Categories: The Interplay of Share in the market and Retailer

Distribution”, Journal of Marketing”, 37th Edition p. 16-31.

Pollay, R., Siddarth, S. Siegel, M., (1996),“The Last Straw? Cigarette Advertising and

Realized Share in the markets among Youths and Adults, 1979-1993”The Journal of

Marketing, Vol. 60, No. 2 (Apr., 1996), p. 1-American Marketing Association

Doyle, P, (2008) “Value-based marketing: marketing strategies for corporate growth

and shareholder value”, 2nd Edition, John Wiley and Sons

Reddy, A,C, (1994), “Total Quality Marketing: the key to regaining Market share”, 1st

Edition, p.2, Greenwood Publishing group. Pp

Page

119


Sheth, J., Sisodia, R. (1995). “Feeling the heat:. Marketing Management”, 4th Edition, p.8,

Pearson

Weber, J. (2002). “Managing the marketing budget in a constrained environment:

Industrial Marketing Management”, 5th Edition, p. 717, IMM Publishing

Michael, R., Margaret K., H., (2010), “Consumer behaviour: a European perspective”, 4th

Edition, Pearson Education

Evans, M., G, Jamal, A., Foxall, G(2006), “Consumer Behaviour”, 1st Edition, Willey and

Sons

Doole, I.,Lancaster, (2005) “Understanding and Managing Customers”, 1st edition,

Pearson Education, Harlow, UK.

Peppers D. and Rogers M. (2011) “Managing Customer Relationship”, 2nd ed. Jonh Wiley

& Sons Hoboken, New Jersey

Peelen, E.(2005)” Customer Relationship Managemen”t,2nd ed., Pearson Education,

Harlow, England.

Francis Buttle (2009)” Customer Relationship Management concepts and technologies”

2nd edition, Elsevier, Jordan Hill, Oxford

Hawkins, D., H., Roger, J., B., (2004,)” Consumer Behavior: Building Marketing Strategy”,

9th Edition, Library of Congress Cataloguing

Buttle, F. (2004), Customer relationship management: Concept and tools.

Burlington, MA: Elsevier

Chen, I., J., Popovich, K. (2003). “Understanding customer relationship

Management (CRM): People, process, and technology” Business Process

Management Journal, 9(5), 672−688

Croteau, A., & Li, P. (2003), “Critical success factors of CRM technological

Initiatives, Canadian Journal of Administrative Sciences”, 20(1) 21−34

Jones, E., Stevens, C., & Chonko, L., (2005). “Selling ASAP: Art, science, agility,

Page

120


Performance”, South-Western Mason, Ohio: Thomson

Fill, C., (2009), “Marketing Communication “, 5th Edition, Pearson Education Limited

De Pelsmacker, P., Geuens, M., Bergh, J., D, (2010), « Marketing Communication: A

European perspective », 4th Edition, Pearson

Porter, Wong, V., Saunders, J.,Amstrong, G., (2004), “Principle of Marketing” 5th Edition,

financial times/Prentice hall.

Ferrell, . O. C., Hartline, M., D., (2010) “Marketing Strategy”, 5 edition, cengage learning.

Lamb, C., H., Joseph F. H., McDaniel, C., (2007), “Essentials of Marketing”, 7th Edition,

Cengage learning

Website Referencing

http://faculty.fuqua.duke.edu/~moorman/GeneralMills/Section2/

Section2Documents/MarketingPlanningAndStrategy-p23-27.pdf (20.02.2012 at 13:50)

http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/8590340/

Asda-loses-market-share-over-last-three-months.html (20.02, 2012 at 16:12)

http://your.asda.com/press-centre/asda-wins-market-share-as-customer-numbers-

reach-record-high (20.02.2012 at 15:30)

http://tutor2u.net/business/marketing/market_analysis_marketshare_intro.asp

(20.02.2012 at 16:17)

http://www.imrg.org/IMRGWebSite/user/pages/homepage.aspx (20.02.2012 at

20:47)

http://www.marketingweek.co.uk/asda-rewards-loyalty-with-vouchers/

3019734.article (02.02.2012) at 12:06)

http://www.corporatewatch.org/?lid=800 (02.02.2012 at 12:28)

http://your.asda.com/system/dragonfly/production/

2012/01/04/12_59_19_568_All_about_Asda.pdf (05-03-2012 at 13:01)

http://your.asda.com/system/dragonfly/production/2012/01/04/12_59_19_568_All_about_Asda.pdf

http://your.asda.com/system/dragonfly/production/2012/01/04/12_59_19_568_All_about_Asda.pdf

http://www.corporatewatch.org/?lid=800

http://www.marketingweek.co.uk/asda-rewards-loyalty-with-vouchers/3019734.article

http://www.marketingweek.co.uk/asda-rewards-loyalty-with-vouchers/3019734.article

http://www.imrg.org/IMRGWebSite/user/pages/homepage.aspx

http://tutor2u.net/business/marketing/market_analysis_marketshare_intro.asp

http://your.asda.com/press-centre/asda-wins-market-share-as-customer-numbers-reach-record-high

http://your.asda.com/press-centre/asda-wins-market-share-as-customer-numbers-reach-record-high

http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/8590340/Asda-loses-market-share-over-last-three-months.html

http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/8590340/Asda-loses-market-share-over-last-three-months.html

http://faculty.fuqua.duke.edu/~moorman/GeneralMills/Section2/Section2Documents/MarketingPlanningAndStrategy-p23-27.pdf

http://faculty.fuqua.duke.edu/~moorman/GeneralMills/Section2/Section2Documents/MarketingPlanningAndStrategy-p23-27.pdf

Page

121


http://www.worksmart.org.uk/company/company.php?id=01396513 (05-03-2012 at

13:32)

http://www.fibre2fashion.com/industry-article/17/1612/marketing-branding-key-

for-survival-growth2.asp (10th-03-12 at 13:02)

APPENDIX

http://www.fibre2fashion.com/industry-article/17/1612/marketing-branding-key-for-survival-growth2.asp

http://www.fibre2fashion.com/industry-article/17/1612/marketing-branding-key-for-survival-growth2.asp

http://www.worksmart.org.uk/company/company.php?id=01396513

Page

122


This research is an investigation on impact of marketing strategies on market share of ASDA. Your participation is required to study the market value of the products of company. All the data provided by

you will be held confidential. Your participation will be truly appreciated.

SECTION 1

Gender

Age group:

Ethnic origin:

Education:

SECTION 2

1. How satisfied you are with products of ASDA?

2. How satisfied are you with the following dimensions of ASDA

male female

18-25 25-35 35-45 45-60 60-above

Asian oriental south American African american European Other……………

Very low income Low income Middle income Higher middle income High income

very dissatisfied dissatisfied neutral satisfied Very satisfied

Page

123


S.No Dimensions Very dissatisfieddissatisfiedneutral satisfied Very satisfied

1 Brand Quality

2 Prices affordability

3 Stores Accessibility

4 Marketing/Communication

3. Compared to other product categories available in market would you say that ASDA products are

4. Based on the features of marketing strategies presented by ASDA do you think that the company marketing strategies are

5. If deciding between products of ASDA and competing products, how much would the ads of ASDA influence you to buy product?

6. In general, how would you rate the quality of ASDA marketing compared to other marketing strategies of similar nature?

Please be assured that your responses will be treated as strictly confidential.

Thanks for your cooperation

much better somewhat better about the same much worse

excellent good fair poor undecided

very much somewhat undecided very little Not at all

excellent good fair poor undecided

Page

124


INTERVIEW FROM EMPLOYESS OF M&S

Interviewer:………………………………………….

Date:……………………………………………………..

Time ----------to-------------

Participants name: …………………………………….

Designation:……………………………………………….

Questions

1. How ASDA has managed to increase its market share?

2. Which marketing strategies are utilized by company to attract

customers?

3. Does company organize different marketing campaigns?

4. Does company spend heavily on marketing sector?

5. What benefits company is getting by implementation of

marketing strategies?

Thank you very much for your time.