Hard Discounters vs Big Four UK Grocers: Asda Case Study
Former Vice President, Fresh, Frozen & Chilled at Asda and former Buying Director, Iceland Foods
inpractise.com/articles/Asda-vs-discounters-karl-martin-may2020
Why is this interview interesting?
- Asda's historical customer value proposition (historical KPIs through which Asda operationalized its customer proposition and measured performance)
- Asda's approach to price positioning in 2010: how Asda had lost touch with its price leadership proposition versus Aldi and Lidl
- Mainstream retailers vs the hard discounters in the UK: how the UK grocery retail industry is still struggling to grasp the impact of the hard discounters on the market
- How to stop a discounter: from the perspective of a mainstream retailer, why price is such an important variable when competing with a discounter and how price re-basing and profitability re-basing is the surest way to stop a discounter from taking market share
- Competing against hard discounters: a perspective on the disadvantages of being publicly listed
Karl Martin
Former Vice President, Fresh, Frozen & Chilled at Asda and former Buying Director, Iceland Foods
Interview Transcript
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