ASDA was established in 1965 by a group of farmers from Yorkshire to offer an outlet for their farm products. ASDA is the biggest value retailer in Great Britain with more than 265 stores and 125000 employees (Lamba, 2003). ASDA became a subsidiary of Wal-Mart in 1999.
Deresky (2008) says that after becoming a subsidy of Wal-mart, the operations of ASDA were strengthened by adding general merchandise and ramping up its apparel and food offerings and bringing in Wal-Mart’s state of the logistics systems and state-of- art inventory. Since ASDA became a part of the family of Wal-Mart in June 1999 its sales has dramatically increased. Today ASDA is UK’s 2nd biggest retailer (McLoughlin and Aaker, 2010).
ASDA satisfies both its customers and employees. ASDA’s human resource management philosophy is based on listening to employees and reacting to their suggestions. ASDA has been known as leading employee friendly grocers of British based on the Sunday times. ASDA has also been awarded prize for being the best British Company in term for flexible hours. On the other hand, ASDA offers products to its customers at very less cost and welcomes its customers with smiley faces. Instead of extending internationally ASDA stays in UK and focuses on improving its business there. ASDA has a market share of roughly 17%, today, through its various subsidies by names ASDA/Wal-Mart Supercenters, ASDA Direct, ASDA George Stores and ASDA Living Stores.
ASDA offers e-retailing services through its website, www.asda.co.uk. The delivery is free on orders placed above 99 dollars; else delivery is made at the cost of 3.50 dollars. The goods are delivered within two-hour time slots. The website, though easy to use, is not as fast as that of its competitors in the market
- Deresky H (2008), International Management: Managing Across Borders and Cultures: Text and Cases, Dorling Kindersley, New Delhi, p 460-461.
- McLoughlin and Aaker (2010), Strategic Market Management: Global Perspectives, John Wiley & Sons, UK, p 128.
- Lamba A J (2003), The Art Of Retailing, Tata McGraw Hill, New Delhi, p 307.