Wal-Mart Asda
Wal-Mart – ASDA in the UK
Two international marketing objectives
• Increase overall market share in the UK with their company ADSA by 15% by the end of the year
• Increase overall sales in the supermarket industry by 1 billion dollars in the next year
Communication Strategy
In assessing the current communication opportunities for the supermarket giant, Wal-Mart, you can look at their current audience, and their trends. The general audience for the Wal-Mart company can be very general in that it is a supermarket, that caters for the general public, rather then just a specific audience that most other businesses will tend to target, making finding a specific audience much harder.
The general audience however could be seen as someone more female skewed, with most of the shoppers being in their mid 20’s to late 30’s. They are their for their shopping for both personal and gift based purchases, that meaning that they are there to shop for themselves, but are also there to shop for gifts for their partners or for general gifts to their family and friends. The second largest audience could be seen as males, also between the same ages as the females, and also there to find general gifts, both for themselves and also for family and friends. Because of the variety of shoppers that do come to the Wal-Mart stores, it’s hard to exactly pin point one specific audience for marketing to them and specifically one target market.
The types of competition that are involved in the supermarket industry, similar to that of ASDA are all based around already well established supermarket chains in the UK. These other supermarkets include, Tesco (the current market leader in supermarkets, owning over 30% of the total market) Sainsbury and Morrisons (both of which are somewhat smaller then ASDA, but still strong enough to keep their own in the industry.)
In regards to the competition, ASDA is placed around the top, not quite the number 1 supermarket chain in the UK (as
Two international marketing objectives
• Increase overall market share in the UK with their company ADSA by 15% by the end of the year
• Increase overall sales in the supermarket industry by 1 billion dollars in the next year
Communication Strategy
In assessing the current communication opportunities for the supermarket giant, Wal-Mart, you can look at their current audience, and their trends. The general audience for the Wal-Mart company can be very general in that it is a supermarket, that caters for the general public, rather then just a specific audience that most other businesses will tend to target, making finding a specific audience much harder.
The general audience however could be seen as someone more female skewed, with most of the shoppers being in their mid 20’s to late 30’s. They are their for their shopping for both personal and gift based purchases, that meaning that they are there to shop for themselves, but are also there to shop for gifts for their partners or for general gifts to their family and friends. The second largest audience could be seen as males, also between the same ages as the females, and also there to find general gifts, both for themselves and also for family and friends. Because of the variety of shoppers that do come to the Wal-Mart stores, it’s hard to exactly pin point one specific audience for marketing to them and specifically one target market.
The types of competition that are involved in the supermarket industry, similar to that of ASDA are all based around already well established supermarket chains in the UK. These other supermarkets include, Tesco (the current market leader in supermarkets, owning over 30% of the total market) Sainsbury and Morrisons (both of which are somewhat smaller then ASDA, but still strong enough to keep their own in the industry.)
In regards to the competition, ASDA is placed around the top, not quite the number 1 supermarket chain in the UK (as