Assigment 4.

Asda is one of the Big Four supermarkets in the UK, alongside Tesco, Sainsburys and Morrisons. (Asda is UK's second largest supermarket As of March 2009, Tesco is the leading retailer in UK with market share of 30.4% whileASDAs share is 17.5%, followed by Sainsburys at 16.1% and Morrisions at 11.8% ). It is owned by US supermarket giant Wal-Mart and also owns the fashion clothing brand George. ASDAs mission is: to be Britains best-value retailer exceeding customer needs always As well as having a mission statement, ASDA has a statementof purpose. This helps stakeholders to understand why the business exists. ASDAspurpose is to make goods and services more affordable for everyone .

Asdas strategy is a low-price strategy, because 1. It is known for its Everyday Low Prices food grocery proposition. 2. At Asda you get great quality food at low prices. 3. Asda was named the lowest priced supermarket for the 12th consecutive year in 2009 4. Asdas everyday low cost business model enables his to drive productivity and lower prices further. 5. Asda is Britains lowest cost to operate supermarket 6. Asda is Britain's lowest-priced supermarket for 16th year in a row 7. There is the ASDA Price Guarantee. If The ASDA are not 10% cheaper than Tesco, Sainsbury's, Morrisons or Waitrose on your comparable grocery shopping they will give you the difference. Guaranteed! How do they keep our costs so low? It's all about the Asda culture. They might seem trivial but the simple things their colleagues across the business do every day really do make that difference. Things like:

1. Turning lights off when they leave a room 2. Recycling drinks cans and other packaging at lunch 3. Keeping depot doors shut to avoid wasting energy 4. Clearing breakages straight away to avoid potential accidents and costly insurance claims 5. Asking customers if they really need a carrier bag or a hanger 6. Treating company money as though its your own

Mahmudov Eynar