Asda Pestle Analysis Essay

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According to ASDA website (2015), the group is the second largest supermarket chains in UK, owned by American giant Wal- Mart Stores Inc. The company launched a 5 year growth multi-channel strategy on 2014, which aims to consistently reduce prices, improve quality and expand the brand into more consumers in UK (ASDA 2015). The long term strategy of ASDA is about ‘every day low price’, £300m will be invested in 2,500 essential items for lowering their price, which includes branded and own-label grocery goods (ASDA 2015). In 2015, ASDA continually expands physical stores, which is about opening 17 new stores and revamp 62 existing stores (ASDA 2015). Eight more superstore will be opened in UK, the ‘one size fit all’ model is designed for meeting changing needs of customer (ASDA 2015). The superstore covers all range of products; meanwhile, it has in-store innovations, which aims to surprise customer, give them …show more content…

For example, a fashion catwalk showing the latest fashion trends (ASDA 2015); applying 3D printing in its York store to produce the 3D model of customers in full colour and mini figures; and launched ‘food for now’ (small items for one pound, such as chicken nuggets) and ‘food for later’ (take away easy eating item) for fulfil time pressured customers (ASDA, 2015).

Moreover, E- Commerce is laid in the centre of new strategy, as the online grocery currently plays the fastest growing department for the organization, which is already worth£1 billion (ASDA 2015). Taking advantage of Walmart’s global ecommerce platform, ASDA could access and analysis the largest collection of commerce data in the world (Walmart, 2015). Therefore, it is possible that delivering personalized shopping experience and making customers shop anytime and anywhere online and offline. The ASDA mobile

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