1. Asda – Store Managers Leadership Training 2011
case
Y
D
ASDA are part of the Walmart Group and are recognised as
the leading provider of value for money groceries in the UK
supermarket industry.
U Based in Leeds, the Coaching & Development team are
responsible for delivering the training policy for the group
and its 100,000 employees.
T Project: Venue finding for a series of store managers training
programs
S
Locations: UK Wide
Venues: Various
Number of Delegates: 2,000
Dates: January – December 2011

2. ASDA – Store Managers Leadership Training 2011
case
Y
D Brief:
To project manage a preferred hotel program to include
U
meeting and training facilities, event management and hotel
accommodation. Tender the business to venue groups to
deliver value for money and quality services
T Communicate the venue program, dates, venues and course
details to internal stake holders and manage the booking
S
process for each delegate on each course, also taking care of
the hotel bookings.

3. ASDA – Store Managers Leadership Training 2011
case
Y Venues and Locations:
D 6 Cities were chosen across the UK – Leeds, Glasgow,
Colchester, Kent, Bolton, Swindon and were chosen for their
good central points for the UK wide staff.
U Venues were chosen on the following criteria
•Proximity to Rail, Road and Airport links
T
•Quality of meeting rooms and hotel rooms
•Flexibility in relation to amendments and cancellations
•Overall value for money
S Duty of care to its employees is essential to ASDA, so venues
who bought into its HR policy and showed understanding of
the requirements were selected and thank you to Devere
Solutions, Principal Hayley and other Independent hotel
partners who were eventually chosen

4. ASDA – Store Managers Leadership Training 2012
case
Y
D Hotel Bookings:
Browns Venues and Events created an on line portal for
delegates, where all chosen venues had been loaded and
U
where hotel bookings could be made on the negotiated rates
set up. Information on the course, such as dates, agenda and
travel information, could also be accessed via the portal
T Payment and Invoicing:
Browns Venues and Events took care of all invoicing and
S
payment arrangements with each venue and consolidated
them into one monthly invoice for Asda. This drastically cut
down the administration for the client

5. ASDA – Store Managers Leadership Training 2011
case
Y
D Challenges:
Value for money is essential for Asda, getting the best rate
possible at good standard properties was a very important
U part of the brief to us. This was coupled with the very
specific meeting room requirements, which required a very
good understanding of the properties being proposed
T Solution / Execution:
We utilised our strong working relationship with senior
personnel within the venue groups to negotiate the very
S best rates for the client. Being armed with exact business
levels and carrying out thorough pre-event briefs, ensured
the hotels new exactly the forecasted business they could
expect and allowed accurate and good pricing.

6. ASDA – Store Managers Leadership Training 2011
case
Y
D Verdict – Feedback from the client
U “Thank you Sean and team for all of your help on this years
programs. Particularly as there were a lot of internal changes
in our offices at the time, you and the team genuinely did
T
take a weight off our shoulders and I am really grateful for
everything you did – thank you so much”
S
Emily Dew
Learning & Development Team
Asda