- Asda is a major UK supermarket chain that was acquired by American retailer Walmart in 1999. It operates various store formats across the UK and has over 150,000 employees. - Asda aims to offer customers a wide range of products at low prices. It has developed a new marketing strategy focusing on quality and freshness rather than just low cost, as customers were less responsive to only price-focused messaging. - Asda faces pressures in maintaining competitive prices and quality while competing against other retailers, both brick-and-mortar and online. Its SWOT analysis identifies low prices as a strength but also potential weaknesses in food quality and threats from price competition.

2. Background Asda was obtained by US corporation Wal-Mart in June 1999. Wal – Mart is the world’s largest retailer. Stores are concentrated mainly in the North of England and Wales.

3. Purpose Offers services such as CD’s,DVD’s, Groceries, Games, Electrical, Flowers , Furniture, Local Gifts, Mobile phones , Opticians, Pharmacy, Photo, Travel , Delivery and Insurance. Asda aim is to produce good quality products at low prices.

4. Management Must have good team building skills Good communication skills as will be working with the public Motivational skills to encourage workers Excellent leadership abilities. Retail Managers is the management role for Asda.

5. Size & Employees As of January 2006, there were 243 ASDA superstores 37 ASDA supermarkets 5 ASDA Living stores 10 George clothing stores and 24 depots (distribution centres). ASDA has 150,000 employees, (90,000 part-time, 60,000 full-time).

6. Finance Asda has retained its title as the UK's cheapest supermarket ahead of rival Tesco, according to new research. Since being bought by Wal-Mart, ASDA has set off a price war in the UK by initiating Wal-Mart's aggressive "price-rollback" program. The chain came out on top in the annual report produced by trade magazine The Grocer , which compares the cost of household items in each of Britain's major stores. Asda again came out the cheapest, at an average of £167.60 per basket.

7. Marketing Asda has developed a new £45 million marketing strategy that will see the end of the "always low prices" slogan. The new phrase will be "more for you for less", which Asda believes will emphasise the quality and freshness of its food and drink products as the low price angle was not working as well as it used to with consumers.

8. Marketing Asda has developed a new £45 million marketing strategy that will see the end of the "always low prices" slogan The new phrase will be "more for you for less", which Asda believes will emphasise the quality and freshness of its food and drink products as the low price angle was not working as well as it used to with consumers. Asda's market share fell last year to 16.7 per cent and its position as the UK's second biggest supermarket is under pressure from Sainsbury's.

9. Pressures Maintaining low prices Maintaining high quality services and products Competition from e-commerce Around Christmas fierce competition takes it’s toll.

10. SWOT Analysis Strengths – low prices, friendly employees Weaknesses – quality of food substandard Opportunities – expansion Threats – other supermarkets, price wars etc

11. Credits Lauren Ferguson, Rachael Blackstock, Louise Irvine and Nathan Milligan