阿斯達(dá)指英國(guó)Asda公司,成立于1949年,于1949年被沃爾瑪收購(gòu)。英國(guó)阿斯達(dá)公司是第一個(gè)禁止使用人工色素和香料的生產(chǎn)食品和軟飲料的超市，阿斯達(dá)致力于“無(wú)污染”糧食生產(chǎn),它向公眾承諾,到今年年底,在他們超市，，9000種被注冊(cè)的食品和飲料不會(huì)包含任何色素,香料,甜味劑,氫化油、味精等添加劑。Asda生產(chǎn)的所有產(chǎn)品也符合食品安全標(biāo)準(zhǔn),這樣公司將減少156噸鹽。(約翰·B,2003)

這是一個(gè)強(qiáng)有力的、管理完善的連鎖超市集團(tuán),英國(guó)零售業(yè)巨頭之一。尤其是Asda非常接近沃爾瑪?shù)墓芾盹L(fēng)格。事實(shí)上,阿斯達(dá)集團(tuán)在管理目的和商業(yè)模式上，已經(jīng)關(guān)注沃爾瑪業(yè)務(wù)很長(zhǎng)一段時(shí)間了,如特殊的系統(tǒng),沒(méi)有促銷(xiāo)活動(dòng),暢銷(xiāo)的獨(dú)特品牌產(chǎn)品的銷(xiāo)售,重視客戶服務(wù),員工之間被作為“同事”看待等等。此外,即使有服務(wù)口號(hào)“有幫助的”非常類似于沃爾瑪?shù)摹翱蛻糁辽稀薄?002年,阿斯達(dá)的銷(xiāo)售額達(dá)到了150億美元。本文將專注于論述戰(zhàn)略營(yíng)銷(xiāo)計(jì)劃。(勞斯CMM VHS,律師先生,艾略特,等,2004)

1.宗旨—Mission statement

許多大公司在其主要發(fā)展階段會(huì)面臨著巨大的挑戰(zhàn)，阿斯達(dá)超市在英國(guó)一直是一個(gè)非常成功的市場(chǎng)。一方面,它總是處于不斷變化的狀態(tài)；另一方面,它是一貫的承諾客戶,逐步建立了良好的品牌。然而,當(dāng)被沃爾瑪收購(gòu),它已經(jīng)面臨越來(lái)越多的挑戰(zhàn),包括許多方面,如它的未來(lái)發(fā)展方向,其員工的工作報(bào)酬,最重要的是它的財(cái)務(wù)狀況。本文專注于阿斯達(dá)處理財(cái)務(wù)狀態(tài)和操作方法上的獨(dú)特管理方式。(Selmer,Kristiansen Haglerod,et al .,2000)

Asda refers to the British Asda company, founded in 1949, and 1999 acquired by Wal-mart. British Asda Company is the first one supermarket to ban the use of the artificial pigment and spice in their production of food and soft drinks. Asda is committed to "no pollution" food production, and it said to the public, by the end of this year, the 9000 registered food and soft drinks in their supermarket will not contain any pigment, spice, sweetener, hydrogenated oil, monosodium glutamate and such additives. All production of products in Asda will also conform to the food safety standards and the company will reduce the 156 tons of salt (Johns B, 2003).

This is a powerful, management perfect chain supermarket group, one of the British retail giant. Especially Asda is very close to Wal-mart's in the management style. In fact, Asda group have been following Wal-mart business for a long time in management purpose and business model, such as the special system, no promotion, active sales of unique brand products, great attention to customer service, the staffs are regarded as "colleagues" and so on. Moreover, even there service slogan "helpful" is very similar to Wal-mart's "the customer is supreme". In 2002, Asda reached $15 billion in sales. This paper will focus on what goes into a strategic marketing plan. (Lawes CMM VHS, Law MR, Elliott P, et al, 2004).

1. 宗旨—Mission statement

Many big corporations are faced with big challenges in their key development moment. Asda supermarket has been a very successful market in Britain. On one hand, it has been always in a changing state. On the other hand, it has been consistent to its commitment to the customers, which has gradually established a good brand for itself. However, when acquired by Wal-mart, it has more and more challenges to deal with, including many aspects, such as its future development direction, and its employees’ treatment, and the most important one is the financial state of it. This paper focuses on the Asda’s unique way of managing its financial state and operation method (Selmer, Kristiansen, Haglerod, et al., 2000).

After analysis, it’s not difficult to understand that Asda has been so mature that it has never stopped to pay more attention to their commitment to their customers, so they have kept a good right in their financial arrangement, which permits them allow enough price cut strategy to benefit more customers, thus, more and more loyal relationship is established between Asda and customers. Asda has been always in a state of making their best to give more to the customers. This has proved one point, that is, if customers always want to earn more, that they can earn less and less, but if they always want to consider more for others, instead, customers get more and more. Maybe, Asda’s special principle of management operation is worth to being studied and gives other companies a good example (Ezzati, Henley, Lopez, et al., 2005).

2. 近期表現(xiàn)的綜述—Summary of recent performance

A few days ago, Asda supermarket announced to "reduce the price of a product". Asda supermarket found that the price is the most important factor that affects the mother’s decision to make a purchase. Asda supermarket said that in the future they will focus on the lower prices, to realize Asda Price Guarantee that Asda supermarket goods will be 10% cheaper than any other supermarket. Asda supermarket said, many clients will test if their purchase commodity prices are consistent with Asda supermarket’s commitment to their customers. At the same time, Asda supermarket will extend price cut strategy, and the Round Pound pricing strategy to remove the decimal point zero number. (Elliott, Stamler, Nichols, et al., 1996)

Asda supermarket also launched an online budget tracking service, helping mothers to create family financial database to track spending data to help mother manage weekly budget. (Fichtenberg, Glantz, 2002).

Asda supermarket spokesman said: "we know that, the customer does not want "lower price" is just a gimmick. If their weekly shopping budget is sixty pounds, so they want to clearly understand what necessities their family can buy, with clear weekly accounts." (Ferrante, Levy, Peruga, 2007).

Previously, Asda supermarket first released "mom index" (Mumdex) reported that surveying 4000 mothers and their family life, financial and future idea. This survey found that: "the most likely low price selling products" is the most important question that 90% of the mother thinks. (Jha, Chaloupka, Corrao, et al., 2006).

3.未來(lái)3年財(cái)政狀況的綜述—Summary of financial projections for three years

Financial projections in three years have been very surprising because it seems to put more attention to others or his partnership brands, which has been in this supermarket for a long time. Asda has given more and more financial services to the brands that connect with him, including the insurance, credit cards and loans, which has helped and benefited a lot to his partners. This kind of financial investment is very cost-consuming, but it can bring more benefits to Asda because its partners and suppliers can be more and more loyal to it, therefore, the fame of this great supermarket can be kept for a longer time, because it can continue to provide excellent service or product to its customers. (Jha, Chaloupka, 2000).

Besides, Asda also pays attention to some fields which have great potential of profits. In order to get more and more influence in its customers, then it decides to purchase some discounted brands, which has been very popular among some young people who are sensitive to fashions. These discounted brands have been very successful in its small world, but they also need some bigger market to promote them and Asda is a good chance for them to improve a lot.

4.市場(chǎng)概述— A market overview

The whole market for discounted clothes has been very prosperous since most of young people are concerned with their dressing. Therefore, Asda’s investment in discounted brands of clothes has been a very wise action, which is also a very creative way to keep up with the current tendency of fashion.

5.SWOT分析法—SWOT analyses

競(jìng)爭(zhēng)優(yōu)勢(shì)—Strength
Asda has been a very famous supermarket which has impressed his customers by his price cut strategies, therefore, any new stores or brands into the market can attract the customers’ attention. Therefore, even without any special advertising of the new brands, there can some loyal customers who will come to those new stores. Then the new brands can be spread among the customers due to the beneficial prices.

競(jìng)爭(zhēng)劣勢(shì)—Weakness
People still have more trust in some famous brands, which has been established for a long time. And the discounted brands are always faced with a bad fate because they are fixed to be some products with poorer quality.

機(jī)遇—Opportunities
This behavior has been a very creative one for the supermarket. Most of the discounted brands of clothes are focused in the central business shopping malls. Therefore, the new kind of fashionable stores to be in such a big supermarket is a fresh thing for everyone, which can attract more customers at first. In short, many younger people who are fond of the discounted brands will be attracted here undoubtedly. As long as it can keep its absolute price advantages, these customers can continue their purchase there.

威脅—Threats
Asda is not very skilled in dealing with the discounted brands stores, and many management strategies are still very immature because it has no such a kind of experience. There can be enough doubt on the management of these brands in the new market, which is still somewhat strange. After all, Asda is always a place for people to buy some daily commodities.(Ezzati, M., Henley, SJ., Lopez, AD., et al., 2003)

6. 結(jié)論—Portfolio Summary

In this way, there is every chance for Asda to have great success in some financial investment, relying on its good fame among people. (WHO, 2007) However, people’s trust cannot bring more profits to the financial arrangement, there still needs more and more strategies to win customers’ understanding and support. Meanwhile, customers want more participation in the decision of Asda’s new strategies; therefore, there can be more consultation with its loyal customers about how to expand its business. And Asda should also be aware of the competitive market of any products and services, so it should be sensitive of any rivals taking the same strategies in the fierce market. (Yusuf, Hawken, Ounpuu, et al., 2004).

7. 設(shè)想—Major Assumptions

Purchasing the discounted brands store can help Asda to attract more customers. It is known to all that originally those mothers can be a fixed customers group to Asda, but with so many discounted brands, it can also attract different kinds of customers, including some younger one who has been very sensitive to the fashions, so they will be fond of such a market. (WHO, 2006)

8.未來(lái)3年的營(yíng)銷(xiāo)目標(biāo)和策略— Marketing objectives & Strategies for next 3 years

For the next three years, there can be some plans to help promote the new financial purchase to be a success one. Marketing is a very essential process for Asda. Based on the past experience, Asda is definitely to make a certain strategy for its new policy. There can be some failures of the new strategy if there is no careful and reasonable consideration, so any strange phenomenon in the management can arouse their attention because they are sensitive to any progress in the procedures (Guindon, Perucic, Boisclair, 2003).

目標(biāo)—Objectives
There should be prosperous situation for the new purchased discounted brands in the supermarket. Many people should be attracted there. And when people mention some fashionable and cheap clothes, they can think of Asda brands.

策略—Strategies
To realize what is said above, the following steps can be taken:

More and more leaflets to be distributed to the university students who care more for fashions.

More TV advertising should be made use of so that there can be more people familiar with the discounted brands there.(Day, 997)

9.未來(lái)3年財(cái)務(wù)狀況的預(yù)算— Financial Projections for next 3 year

If this new purchase can be a success in the following time, there can be more investment and purchase of many other brands. Asda has tried to involve its business into clothes, and it can also invest in some other aspects, such asthe medicine, although this needs specialist to support, there can be some chances for its success because it is very popular at least in recent years. There can be enough trust on its service and product. Besides, construction materials are also a very promising field, which is worth of consideration. As long as there can be enough attention to quality of products, Asda is surely the first choice for many people who want to buy some good products in a low price. (Tansel, 1993)

10.建議和結(jié)論— Recommendations and Conclusion

Although the new investment and expansion are good and promising for Asda’s future, there are still many things to worry for Asda. For example, some brands need to have some advertising, but they cannot manage in a good way because they fail to pay attention to the real needs of customers. (Johns, Adam, Evans, 2006). In addition, the staffs there do not have some beliefs of Asda, including the low price and best service for customers, which can affect the good fame of Asda. That is to say, it takes time for the new entry brands to conform its management ideas to that of Asda. In this way, there can be some potential problems existing between Asda and those new brands. Besides, the profits-sharing is also another great problem. Customers are also sometimes confused with so many messy arrangements of different brands there.

To have a good management of the whole expansion project, there should be some new practice. First, more right should be given to their partners and give some guidance to them so that they can keep up with and agree with the belief and ideas of Asda. Second, Asda should have a good study of the market before investing a new field. Third, more attention should be given to the customers’ new needs.

Asda has established a good fame which is also hard-won, therefore, it should cherish its good name. Any new investment should be careful, which is not only for the consideration of the financial operation, but also for the maintenance of its fame. If there is any damage to its fame, the business can be destroyed to some degree. In this way, there should be enough care in any new investment. And strategies should also be kept up so that any problems can be dealt with effectively.