Asda Walmart Analysis



Meeting stakeholder needs through community involvement

Introduction

ASDA is the second largest UK retailer with 321 stores in the UK and 148,000 colleagues. The process of marketing is often defined as finding out what customers want and then providing it for them. Businesses now generally interpret this more widely as also doing well in the communities in which they operate. Customer loyalty is extremely important, especially in a highly competitive market such as supermarket retailing. Competing on price helps to retain customers, but so does non-price competition, such as having a good image in the community. This case study looks at how ASDA has developed a vision that includes community involvement.

Mission statements

ASDA makes clear statements of its mission, purpose and values to help stakeholders see the direction the business is taking. The mission statement sets out its long term aims and is 'To be Britain's best value retailer exceeding customer needs always.' Its purpose is stated as 'To make goods and services more affordable for everyone'. Its values show what the company believes in including respect for the individual, excellence and customer service. New colleagues receive a detailed induction into all three elements.

A mission statement sets out the long-term direction of the organisation. ASDA's mission is: 'to be Britain's best-value retailer exceeding customer needs always'.

As well as having a mission statement, ASDA has a statement of purpose. This helps stakeholders to understand why the business exists. ASDA's purpose is 'To make goods and services more affordable for everyone'.

ASDA also has a series of values. These are moral statements that help to encapsulate the company's beliefs which then determine the decisions and actions it takes in the marketplace. ASDA's values are:

respect for the individual

strive for excellence

Service to our customers.

ASDA’s Objectives:

According to the (2006) the following are the...