ASDA: A Detailed Analysis of Operations and Logistics Case Study

ASDA: A Detailed Analysis of Operations and Logistics

Introduction: ASDA: A Detailed Analysis of Operations and Logistics

According to the research, one of the most well-known companies in the UK is ASDA, a supermarket chain that serves a wide range of customers with goods for the home, clothes, and entertainment. The corporation employed 145,000 people and provided services to over 18 million customers each week through their nationwide network of living places. Large supercenters were used in the sector to supply meals and various additional services like dry cleaning, banks, and photo processing to draw clients. The business had created a platform for online sales to sell George through George.com and 560 locations, providing weekly service to 8 hundred thousand customers (Ong et al., 2021). This research studies that in 2011, a logistics service was introduced through the Grocery Click and Gather platform, which increased annual order volume to 15 million. To ensure that a single aim is achieved by the organization's members in modest increments, the organizational structure employs a hierarchy technique with various organizational branches. The ASDA uses top-down decision-making mostly and has a centralized distribution system with eight depots.

Background of the company

This research also analyzes the problem faced by the ASDA Company, One of the largest retail partnerships in the UK, ASDA, has experienced several difficulties due to the COVID-19 pandemic and shifting consumer purchasing habits. The pandemic has harmed the UK retail market, resulting in a quick fall in revenue growth. Consequently, ASDA likewise experienced a decline in its potential market.According to the difficulty faced by ASDA, it must create effective marketing strategies that can adapt to the continually shifting wants of consumers to overcome these obstacles. In order to build a solid reputation with clients and open up new expansion opportunities, effective branding techniques are necessary (Gielens et al., 2021).

Figure 1: ASDA logo

Objective of the research

• The purpose of this study is to assess how ASDA's brand positioning strategy has affected the company's bottom line.
• To accurately assess how consumers' purchasing habits have shifted since the outbreak.
• To create plans that will help raise clients' switching expenses.

Research questions

• How can better brand positioning tactics improve ASDA's bottom line?
• How have consumers' shopping habits shifted after the pandemic?
• How can we increase the barrier to client defection?

Research Timeline

Task	Deadline	Words
Introduction, background of organization, and review of the problem faced	2 weeks	500 words
Literature review	4 weeks	2000 words
Discussion of the secondary and primary research undertaken	2 weeks	1000 words
Critical review of the results of the research	1 week	1500 words
Recommendation and action plan	5 days	1000 words

Literature review

The Board's corporate governance structure and effectiveness

The set of laws, customs, and procedures that governs how a company is run, regulated, and directed is referred to as corporate governance. It includes many facets of business operations, such as decision-making, responsibility, simplicity, and risk management. Promoting long-term value development and ensuring an organization serves its stakeholders' interests which require effective corporate governance.

The corporate governance framework at ASDA is well-organized and intended to encourage openness, responsibility, and responsible decision-making (Gaur, 2021). A BOD made up of managers and non-manager members oversees the business. The Board's main duty is to give the company's management team strategic direction and oversight while ensuring it adheres to the law and ethical standards. Additionally, the Board is in charge of establishing the company's general strategy, keeping track of its financial performance, and ensuring it abides by all related rules and regulations.

A varied range of people with various backgrounds, experiences, and abilities comprise the Board of Directors of ASDA. The Board has created several committees, such as the Audit, Payment, andNominations Committee, to superviseparticular facets of business operations. The Board has adopted a Code of Conduct that sets standards for all workers and stakeholders because it is dedicated to advancing ethical conduct and sustainable business practices.

Because of ASDA's great financial performance, solar reputation, and loyal consumer base, it is clear that its corporate governance structure is effective. Due to its emphasis on client service, modernization, and sustainability, the company has constantly been d among the top retailers in the UK and the rest of the globe. The Board's oversight and strategic direction have been crucial to the organization's success (Smith, 2019).To maintain a successful corporate governance system, ASDA must overcome several obstacles like every other company. Keeping the business accountable to its stakeholders and transparent, particularly during crises, is one problem. The Board must proactively reach out to stakeholders, listen to their problems, and provide feedback.

ASDA has a well-designed corporate governance system to encourage openness, responsibility, and ethical decision-making. The company's success has been greatly influenced by the strategic oversight and direction provided by the Board. However, the business must exercise caution to maintain a strong corporate governance system and effectively address any problems that may occasionally develop.

Figure 2: Asda & Sainsbury's Shoppers Share Attitudes Toward Merger

The role of brand positioning strategies in enhancing the business performance of ASDA

Any company’s success depends greatly on its brand positioning, which is also key to improving ASDA’s financial performance.Brand positioning methods are used to distinguish a brand from its rivals and forge a distinctive character for it in the minds of consumers (Balaraman, 2021). Positive brand perception is a key factor in increasing sales and retaining customers, and it may be achieved through effective brand positioning.

Walmart owns the grocery company ASDA, which is situated in the UK. Over 180,000 people are employed by the business, which runs over 600 stores throughout the UK. Low pricing is well-known at ASDA, an important component of their brand positioning approach. The business markets itself as a low-cost grocery chain that provides high-quality goods at reasonable costs (Zwanka, 2021). This stance has been a major factor in ASDA's success and has helped it stand out from its rivals.

Brand positioning tactics can impact the company's financial success. A well-positioned brand may be able to charge more for its goods, which may result in higher profit margins. Concerning ASDA, the retailer's low-price strategy has contributed to a rise in sales volume, which has resulted in higher revenues and profits.

• Increased brand recognition is the main advantage of brand positioning tactics. Consumers find recognizing and remembering a brand simpler when it has a distinct personality and stands out from its rivals (Chaudhary, 2020). This is crucial in the retail sector because so many options exist for consumers. As a result of carving out a niche for itself as an inexpensive supermarket,ASDA has been successful in increasing consumer interest and brand identification.
• Another advantage is enhanced loyalty to the brand. Customers are more inclined to stick with a brand if they believe it to be distinctive and to provide something that its rivals do not. This is especially true regarding ASDA, where affordable costs are crucial to the brand's identity. ASDA has successfully built a devoted consumer base that appreciates affordability by maintaining low costs.

Initiatives for brand positioning play a role in shaping brand perception. As a budget grocery store, ASDA has successfully developed a reputation as a that is both approachable and affordable. This impression has attracted value-conscious customers looking for high-quality products at reasonable pricing (Kall, 2021). By establishing itself as one, ASDA has also been able to compete with other low-cost stores like Aldi and Lidl.

However, consistent effort and money are needed to position a brand effectively. Businesses need to make sure that they are always adjusting to shifting market trends and client preferences. In the case of ASDA, the business has recently rebranded itself as a retailer dedicated to sustainability and ethical sourcing. The company’s commitment to retaining its position as the industry leader is demonstrated by this step, which reflects the shifting consumer preferences for ecologically friendly products.

The changes witnessed in customer shopping behavior after the pandemic

The COVID-19 outbreak has significantly impacted customers' shopping habits. The way that consumers shop has changed due to lockdowns, social isolation policies, and further restrictions (Stemberk, 2021).There are some changes in consumer shopping behavior after the COVID-19 pandemic.

• Enhanced adoption of online shopping: Many customers turned to online shopping since physical establishments shuttered or had limited capacity. In 2020, worldwide e-commerce revenues increased by 20 percent. Many consumers now choose to shop online because of its ease and security.
• Preferences for touch less payment: Accordingly, the pandemic, phone payments, touchless cards, and online payment systemshave become popular (Hashem, 2020). Consumers avoid managing cash and moving payment workstations to lower the danger of infection.
• Enhanced demand for house delivery and nearside pickup: With physical stores closing and travel constraints, more customers are now using house delivery and nearby pickup. In April 2020opposed to the past year, nearside pickup orders jumped by 208 percent.
• Greater spotlight on health and safety: Customers are now more aware of their health and safety thanks to the pandemic. Customers seek businesses that value safety precautions, including mask use, sanitization, and social seclusion. Retailers are likely to represent more customers if they prioritize safety precautions.
• Shift in expenditure priorities: COVID-19 has also affected a shift in outgoing priorities for consumers (Adeabah, 2019). Consumers are spending further on necessary items, such as foodstuff and healthcare items, and decreasing spending on unnecessary items like entertainment and travel.
• Enhanced loyalty to local businesses: The pandemic has raised support for neighborhood businesses. Consumers are helping small regional companies that were severely impacted by the outbreak. This tendency will persist as consumers grow more conscious of how their purchases affect the regional economy.
• More focus on sustainability: The epidemic has boosted awareness of social and environmental problems, increasing demand for environmentally friendly and socially conscious goods. Consumers seek merchants who value ethics and sustainability (Haydock, 2019).

However, the pandemic has also increased customer awareness of the effect of their purchases on the local economy, which has increased support for small local companies. As long as customers continue to place a high priority on sustainability and ethical business practices, this trend is likely to persist. The epidemic has also raised consumer awareness of social and environmental issues, stimulating a market for socially and environmentally responsible products.

Ultimately, Consumer purchasing habits have been dramatically altered by the COVID-19 pandemic (Al-Ahdal et al., 2020). Safety concerns have increased the popularity of touchless payments, house delivery, and local pickup. Also, consumers are considering health and safety issues while deciding where to purchase. Consumers prioritize needed purchases above, not necessary ones, due to the pandemic, and they are spending less on non-essential things overall. The emphasis on sustainability and moral behavior has also increased, as well as support for small local enterprises. Even after COVID is over, these shifts in consumer behavior will probably be there, so firms need to adjust if they want to stay competitive.

The strategies would help to higher the switching cost among customers

The techniques I discussed seem similar to those employed by ASDA to raise consumer switching fees (Rashid, 2020). This is hardly unexpected, considering how frequently organizationsutilize these tactics to boost client loyalty and lower customer churn. By implementing these tactics, ASDA may gain a competitive edge and set itself apart from competing brands.

• Loyalty practices: Putting in place loyalty programs are one efficient way to make moving more expensive. These programs reward brand-loyal customers with gifts, savings, and other incentives (Jiang et al., 2023). These programs' advantages are created to build it more costly for consumers to switch to a rival brand. Customers who have accrued benefits such as incentives or loyalty points are less inclined to switch to a rival and sacrifice their advantages.Customers who frequently purchase at ASDA may be eligible for prizes and discounts through loyalty programs. Customers may be encouraged to keep doing business with ASDA to earn more rewards, which can reduce the likelihood of switching to a rival.
• Bundling goods and services: Another tactic to raise switching costs is to bundle goods and services. Businesses couldcreate it more challenging for consumers to move to a competing brand by bundling their goods or services (Saidat, 2019). For instance, ASDA may package items and services to make their offerings easier for clients and boost their perception of value.
• Customization and personalization: Personalized and customized goods and services might drive up switching prices. Customers are less likely to switch to a competitor’s product when they have put time and effort into personalizing or customizing their purchases. ASDA might, for instance, provide individualized packaging or suggestions based on clients' prior purchases.
• High-quality consumer service: Creating a positive business image and fostering consumer loyalty depends on offering superior customer service.A good customer service standard might also help make switching more expensive (Alam, 2019). Positive customer service interactions make customers less inclined to switch to a rival brand. In order to continue receiving the superior customer care they have come to anticipate, they could also be prepared to pay a greater price for the good or service.
• Contractual obligations: According to this, may be used by ASDA to raise switching costs. For instance, they could give discounts or other advantages to clients who sign contracts for a minimum time or impose cancellation fees on clients who break their contracts early (White III, 2023). These tactics increase consumer loyalty to ASDA by making it more costly and time-consuming for them to transfer to a competitor.

The abovementioned tactics can assist ASDA in increasing client switching costs, enhancing business performance, and lowering customer turnover. ASDA can set itself apart from rivals and foster enduring client loyalty by developing a distinctive and personalized shopping experience, establishing loyalty programs, combining goods and services, offering excellent customer service, and employing contractual responsibilities.

Figure 3: UK Grocery Market Share 1997-2019

Research Methodology

Discussion of the secondary and primary research undertaken

The research strategies and procedures used to accomplish the research objectives are described in the methodology portion of this dissertation. The research design and approach are first described in the chapter, then the research philosophy and data-gathering techniques are discussed. A thorough explanation of the data analysis methods applied in the study is also provided in this chapter. With a focus on the COVID-19 pandemic, this research seeks to study brand positioning by the ASDA Company in the course brand repositioning strategy to increase customers' switching costs in a cost-of-living crisis. To discover the best ways to concentrate on customers, the study will use a qualitative research design, constructivist research philosophy, deductive technique, and thematic analysis (Sullivan et al., 2019).The dissertation aims to investigate the COVID-19 pandemic's best practices for brand positioning strategy. The Saunders Onion Ring approach provides an organized and transparent process for researching a brand repositioning strategy. By adopting this strategy, the study will be able to offer insightful information about how businesses may manage brand positioning strategies to reduce consumer switching costs during a cost-of-living crisis.

The qualitative research design, constructivist research philosophy, deductive approach, theme analysis, and questionnaire survey will be employed to build a theory on brand positioning tactics. The findings of this study will offer organizations guidance on the best practices for brand positioning as they prepare for upcoming activities. Any research project must have a research methodology that describes the methods and strategies that will be utilized to gather and analyze the data. This part describes the research technique that will be utilized to examine ASDA's brand repositioning strategy to reduce customer switching costs amid a cost-of-living crisis (Sileyew, 2019). The research approach will focus on primary research, which will entail gathering new data from clients directly using closed- and open-ended questions.

Research Methodology for Studying ASDA's Brand Repositioning Strategy

Research Element	Description
Research Design	Qualitative Research Design
Research Philosophy	Constructivist Research Philosophy
Data Collection Technique	Primary research through a questionnaire survey
Data Analysis Method	Thematic Analysis
Approach	Deductive approach
Focus of Research	ASDA's brand repositioning strategy to increase switching costs during a cost-of-living crisis
Research Objective	To investigate the best practices for brand positioning strategy during the COVID-19 pandemic
Research Approach	The Saunders Onion Ring approach
Expected Outcome	Insights into how businesses can manage brand positioning strategies to reduce customer switching costs during a cost-of-living crisis
Significance of Study	Guidance for organizations on the best practices for brand positioning in preparation for upcoming activities

Research Design and Approach

This study used a qualitative research design as its methodology. This technique was considered suitable for this study since it enabled a thorough investigation of brand positioning strategy. Deductive reasoning was used in the research process, and the research hypotheses were drawn from the body of knowledge on brand positioning strategy (Bloomfield, 2019). The constructivist research theory will guide the analysis and comprehension of the participant data. The research will create a hypothesis about brand positioning strategy using a deductive method. The interview data will be subjected to thematic analysis to find recurrent themes and patterns. Both content analysis and descriptive statistics will be used to analyze the questionnaire survey. This study will use a descriptive research design as its methodology. With the help of this design, the researcher will be able to characterize and examine the traits of the research subjects and their impressions and opinions of ASDA's brand repositioning plan to raise switching costs in a time of cost-of-living crisis.

Research Philosophy

Constructivist research methodology is the approach chosen for this investigation. This philosophy was chosen because it enabled the researcher to investigate the subjective meanings and interpretations of the brand repositioning approach to raise customer switching costs during a cost-of-living crisis (Tamminen, 2020). The researcher notes that participant subjectivity may impact the study's findings. Social constructivism and viewing reality through the prism of the individual's subjective experience are key concepts in the constructivist research philosophy.

Type of Research

The dissertation discusses both qualitative and quantitative research types. This kind of study aims to investigate and comprehend people or groups' subjective experiences, perceptions, and attitudes. Constructivist research methodology is applied, emphasizing how people's subjective interpretations influence how they perceive the world. Additionally, the deductive method is used, which means that pre-existing theoretical frameworks and assumptions serve as the research's driving forces (Adhi Santharm, 2022). The fundamental data analysis approach, known as thematic analysis, entails finding and understanding patterns or themes in the data. To gather data for surveys and interviews, questionnaire surveys are used.

Data Collection

For this study, interviews were used to get the data. The study's target group was brand positioning strategies with knowledge on how to raise customer costs. Participants will be selected based on their knowledge of brand positioning, particularly the COVID-19 standard (Kalu, 2019). To encourage participants to discuss their experiences and thoughts on brand positioning strategy, the interviews will be performed utilizing two open-ended and eight close-ended questions. Video conferencing was used to conduct the interviews, videotaped and transcribed verbatim. A survey questionnaire will be used to gather the primary data online. A purposive sampling technique will disseminate the online survey questionnaire to a sample of ASDA customers (Santoro et al., 2019). A total of 30 people will be included in the sample, and the inclusion criteria include those who recently purchased at ASDA.

Data Analysis

Thematic analysis was used to examine the interview data. Finding patterns and themes in qualitative data is done through thematic analysis. Coding the data, grouping the codes into themes, and establishing connections between the themes in the appendix were all steps in the analysis process (McLeod, 2019). The analysis was done manually, and the researcher ensured it was rigorously and uniformly. Descriptive statistics and content analysis will be used to examine the information gathered through the online survey questionnaire. The information gathered from the closed-ended questions will be compiled and described using descriptive statistics. The information gathered from the open-ended questions will be classified into themes and categories and analyzed using content analysis.

Shopping Frequency	Number of Responses
Daily	2
Weekly	1
Monthly	17
Occasionally	10

Table 1: How often do you shop at ASDA?

Price Comparison	Number of Responses
Much cheaper	1
Slightly cheaper	7
About the same	15
Slightly more expensive	2
Much more expensive	0

Table 2: How would you rate ASDA's pricing compared to its competitors?

Considered switching	Number of Responses
Yes	6
No	24

Table 3: Have you ever considered switching to a competitor of ASDA because of price?

Factors	Extremely Important	Very Important	Somewhat Important	Not very important	Not at all important	Neither likely nor unlikely
Pricing	10	9	6	2	0	3
Brand loyalty	8	4	9	4	4	1
Value-added services	7	9	7	2	2	3
Communication of brand repositioning strategy	5	5	7	5	5	3

Table 4: Importance of various factors when shopping at ASDA

Close end questions

The data analyses from the questionnaire interview (attached in appendix) conducted through open and close ended questions is that, in a cost of living crisis, 71.4% of respondents would consider switching to an ASDA competitor. In poor circumstances, customers are more price-conscious and prepared to shop around for better prices. This emphasizes the need of communicating repositioning goals to clients and offering value-added services like home delivery and reward programmes to retain their business. While most respondents said ASDA's prices were comparable to its competitors, 28.6% thought ASDA was slightly lower. These findings show that value-added services and brand goals might help firms retain customers during challenging economic times.

Open end question

A breakdown of how 30 people answered the two (Attached in appendix) free-form questions:

Q 1. In the event of a price hike, what would lead you to shop at a store other than ASDA?

The majority of respondents to this question cited pricing as the main reason they switched to a rival during the recent economic downturn. Many people said they would move to a different company if they offered cheaper costs on necessities like food and cleaning materials. In the midst of a cost-of-living crisis, it appears that consumers are becoming more price-conscious in their pursuit of everyday necessities. Respondents also noted closeness to home or work, a greater selection of products, convenient delivery choices, better customer service, better rewards or loyalty programs, and better bargains or promotions. Customers are keeping a careful eye on prices and are willing to switch if they feel they are not getting the best bargain, as evidenced by the fact that some respondents said they would switch to a competitor if ASDA's prices rise more than its competitors during the crisis. Consumers' answers to this question point to the importance of low costs, good quality, and friendly service in keeping customers loyal to ASDA even as rising prices squeeze their budgets. To stay competitive, ASDA may also want to think about providing more convenient delivery alternatives and targeted promos and prizes for its loyal customers.

Reason for Switch	Frequency	Percentage
Cheaper Prices	22	73.3%
Proximity to Home or Work	14	46.7%
Better Selection of Products	11	36.7%
Convenient Delivery Options	9	30%
Better Customer Service	8	26.7%
Better Rewards/Loyalty Programs	6	20%
Better Bargains/Promotions	5	16.7%
Other	2	6.7%

Table 1: Factors Influencing Switch to Competitor

Q 2. In the midst of a price hike, what additional services do you believe ASDA should provide to keep people coming back?

Based on the responses to this question, it appears that customers are interested in a variety of value-added services from ASDA that can help them cut costs during the current economic downturn. Most customers would prefer free shipping on orders over a particular threshold, indicating that they are searching for methods to cut costs when purchasing goods online. Discounts on necessities, raised return procedures, a program for repeat business that offers discounts or rewards, educational materials to help customers preserve money, price matching guarantees, extended financing options for customers whose have trouble economically, customized advertisements and promotions, a customer service line or live chat function that is offered round-the-clock, and referral incentives were also mentioned by respondents as valuable extras. To keep clients during a time of rising prices, the answers to this question imply that ASDA should provide a variety of value-added services. In example, a loyalty program that provides discounts or awards for frequent customers, as well as free delivery on purchases over a specific amount, may be extremely helpful in retaining customers. ASDA may be able to separate itself from other retailers and keep more consumers during a cost of living crisis by providing educational materials to assist consumers save money, price matching promises, and extended payment options for clients who are struggling financially.

Value-Added Service	Frequency	Percentage
Free Shipping on Orders over a Certain Threshold	17	56.7%
Discounts on Necessities	13	43.3%
Improved Return Procedures	10	33.3%
Loyalty Program with Discounts or Rewards	9	30%
Educational Materials to Help Customers Save Money	8	26.7%
Price Matching Guarantee	7	23.3%
Extended Financing Options	6	20%
Customized Ads and Promotions	4	13.3%
24/7 Customer Service Line or Live Chat Function	3	10%
Referral Incentives	2	6.7%
Other	1	3.3%

Table 2: Value-Added Services to Retain Customers

A critical review of the Results of the Research

Summaries the main findings/results gained from the data analysis and interpretation of the responses from the survey questionnaire

The following are the most important takeaways from the data analysis and interpretation of the survey responses: 

The majority of respondents (17 out of 30) reported making at least one purchase at ASDA monthly, demonstrating that the store has a steady stream of customers. When asked to compare ASDA's prices to those of its competitors, the majority of respondents (15 out of 25) found them to be comparable. Seven of the people surveyed did note, however, that they found ASDA's prices to be slightly lower. Six respondents said they've given some thought to leaving ASDA for a cheaper alternative. This suggests that some customers are more sensitive to pricing. Relevance of Considerations: When considering an ASDA purchase, customers ranked low prices, lack of brand loyalty, and a lack of value-added services as extremely important or very significant. This shows how crucial these aspects are to gaining and keeping clients. The majority of respondents placed moderate importance on ASDA's ability to convey its brand repositioning approach. This highlights the importance of keeping consumers in the loop regarding the brand's strategic initiatives. 71.4% of Respondents Said They Might Consider Leaving ASDA If Prices Rose. In these economically trying times, it is even more crucial to offer reasonable prices and valuable extras. Pricing, value-added services, and clearly communicating brand strategy were all found to be important factors in the success of the retailers studied. ASDA can better serve its customers and earn their loyalty if its employees have a firm grasp on how those customers think and act.

The key results from the survey questionnaire in relation to existing research findings from the literature review

The survey's key conclusions can be interpreted in light of the literature study: Shopping Frequency? The literature matches most respondents' monthly ASDA shopping frequency. Most shoppers buy groceries weekly or monthly. This shows that survey respondents' shopping habits are typical. The poll supports previous studies suggesting ASDA's prices are equal to its competitors. ASDA is considered a cheap grocery store by consumers. ASDA's brand positioning hinges on their reputation for low prices. Consumer price sensitivity supports the finding that some respondents have contemplated switching to an ASDA competitor due to pricing. Price influences consumer decisions and brand loyalty. This shows that competitive pricing helps retain customers and reduce turnover. Cost, brand loyalty and value-added services are important, according to customer preferences study. Price predicts customer decision-making, while brand loyalty and value-added services increase consumer happiness and loyalty. These findings show that ASDA must priorities the above factors in its business strategy to exceed customer expectations and increase customer loyalty. Effective communication is emphasized in research, and most respondents rated ASDA's brand repositioning communication as moderately significant. It is discovered that communicating brand changes and improvements to target audiences strengthens relationships. The questionnaire's findings support prior research' emphasis on competitive pricing, brand loyalty, value-added services, and effective communication in affecting consumer behavior and satisfaction. The survey data supports the literature's theoretical foundations and emphasizes their importance for ASDA's commercial success and customer relationships.

Evaluation and Review of the Research

Briefly discuss some of the problems in using/relying on secondary sources of data for your literature review, the problems with your sample size and response rate for the study

A literature study using secondary sources can cause several issues such as Quality and dependability; Secondary sources vary greatly in quality and reliability. To ensure accuracy and reliability, sources must be properly evaluated. Data may be unreliable, biased, or lacking in depth. Secondary sources may not reflect the latest knowledge or research question framing. Depending on the literature review's knowledge threshold, secondary sources may be outdated or irrelevant. Researchers have minimal control over secondary data collection methods. Due to their differing objective or technique, the data may not be similar to the current study. The study's sample size and response rate may be problematic. The study's sample size may be too small to extrapolate results to the entire population or attain statistical significance. Small sample numbers increase sampling error and diminish generalizability. A survey's response rate can affect a study's dependability. When the response rate is low, non-response bias causes an unrepresentative sample. A small study with a low response rate may not be generalizable. The study's sample may not be typical of the broader population. When examining the study's outcomes, it's important to consider these restrictions and address them honestly. Future studies should increase sample size, response rates, and data sources to overcome these limits.

Explain how the stated limitations on the above have affected your overall results for your research

Secondary sources, sample size, and response rate may alter results. The following constraints may affect the study as follows: 

• Secondary Resources, to eliminate prejudice and inconsistency, primary sources are best for literature reviews.
• If source quality and trustworthiness vary, literature review findings and conclusions may be invalid.
• If the literature review is based on old or irrelevant material, its findings may not be applicable to the current investigation.
• The tiny sample size limits this study's usefulness. A limited sample size may not represent the population, and its conclusions may not be generalizable.
• The findings may be tainted by sampling error due to the limited sample size. Low response rates might cause non-response bias.
• If non-responders are very different from respondents, the sample may not be representative of the target population. This reduces the study's external validity and makes extrapolation harder.

These considerations should temper the research conclusions. Results may not apply to everyone. The report should identify the study's limitations to be transparent and contextualize the findings. The research community should consider how these limits may affect validity, generalizability, and reliability.

State what you would do different to overcome those problems if you were to do the same research again

If I did this research again, I'd do these: 

• To compensate for secondary sources, I would include many high-quality and recent sources.
• My sources will be scholarly articles, books, etc. Primary sources like primary research studies can enhance secondary sources and get closer to the truth.
• To offset a small sample size, increase study participation and work with other academics or institutions to pool data and recruit a broader, more representative sample.
• A larger sample size increases statistical power and reliability. Increase study participants' interest and excitement to boost response rates.
• Individual invitations, emphasizing the study's importance and rewards are among these techniques.
• I would make surveys and data collection as brief, simple, and easy as feasible to reduce respondent strain and increase response rates.

I hope these actions will strengthen the study's basis, quality, reliability, and generalizability. These steps would strengthen the research's validity and reliability.

Recommendation and action plan

Recommendations

The following steps are advised for ASDA to implement following a thorough review of the brand repositioning plan to increase consumer switching costs in the cost of living crisis:

• Develop a comprehensive brand repositioning strategy: ASDA needs to create a thorough plan that includes rebranding, upgrading product quality, and improving customer service. Customers' needs should be considered when developing the strategy, and it should be made tough for them to move to competing products.
• Conduct market research: To better understand the shifting demands of its clients and the variables affecting their purchase behavior, ASDA should conduct market research (Oana, 2020). This will support the company in creating goods and services that satisfy client requirements and increase client loyalty.
• Enhance customer engagement: ASDA should concentrate on boosting customer engagement by offering customized services and fostering a personal relationships with clients. This will make customers more loyal and make switching more expensive.
• Improve communication with stakeholders: ASDA should increase communication with its stakeholders by regularly updating them on the company's efficiency and interacting with them through social networking channels. Increased transparency and increased stakeholder trust will result from this.
• Foster ethical behavior: ASDA should promote ethical behavior by creating a code of conduct and regularly training staff members. This will contribute to improving the company's reputation and fostering stakeholder trust.
• Strengthen corporate governance: By ensuring that the management staff is held responsible for its activities while the Board of directors offers appropriate supervision, ASDA should improve its corporate governance procedures. The organization's reputation will improve, and the danger of corporate governance failures will be reduced.
• Enhance risk management: ASDA ought to improve its risk management procedures by identifying and reducing risks that might impact the company's operation. The performance and sustainability of the organization over time will be improved as a result.

Companies can use a brand repositioning strategy as a potent weapon to reduce customers' willingness to transfer brands during a downturn in the cost of living. As the ASDA instance has shown, a well-executed repositioning strategy can assist organizations in retaining their current clientele and luring in new ones. The research technique described in this dissertation may be helpful for other organizations wishing to pursue a similar strategy.

Businesses should think about enhancing their online presence and providing touchless payment choices to meet the need of customers searching for convenience, security, and safety in light of the changes in consumer purchasing behavior following the COVID-19 epidemic. Additionally, in the post-pandemic environment, businesses can draw and keep clients by offering house delivery and close pickup choices, prioritizing health and safety procedures, and concentrating on sustainability and moral practices. Businesses should also explore sponsoring regional companies to demonstrate their dedication to the neighborhood and be responsive to changing consumer spending choices.

Brand repositioning, it should be noted, is not a quick remedy and necessitates a sizeable time and resource commitment. Before implementing a repositioning strategy, businesses should thoroughly examine their market, rivals, and client preferences (Rogers, 2020). To interact with stakeholder groups and keep them updated on any changes, businesses should also ensure that their interaction channels are clear and transparent.

Finally, the organization's capacity to successfully implement a brand repositioning strategy determines its success. An effective leadership team, a talented workforce, and a solid governance framework are needed to guarantee that the approach aligns with the company's principles, vision, and mission. When used effectively, brand repositioning can help organizations overcome a crisis caused by rising living costs and become stronger in the end.

Action plan

The following is a step-by-step action plan for ASDA to carry out the suggested activities to raise customer switching fees throughout the cost of living crisis:

Activities	Timeline	Process
Create a thorough brand repositioning strategy	Deadline: one month	Internally analyze the present brand image, product quality, and client service. Conduct outside research on industry trends and the varying expectations of the consumer. Create a strategy that includes rebranding, improving the quality of your products, and enhancing your customer service so that it is challenging for customers to switch to a competitor's offering.
Conduct market research	Duration: two to three months	Carry out primary research, including focus group discussions and surveys, to better comprehend changing client wants and factors influencing their purchasing behavior. To find gaps and possibilities, analyze secondary research material such as industry studies and competition assessments.
Improve customer interaction	Timeline: Continuous	To establish a personal connection with customers and provide personalized services and communications. Continually acquire client feedback and modify services as necessary.
Boost stakeholder communication	Timeline: Continuous	Regularly inform stakeholders about the company's performance through publications and social media. Social media is used to interact with stakeholders to foster trust and promote transparency.
Encourage moral conduct	Timeline: Continuous	Establish a code of conduct and frequently educate employees about moral conduct. Create a system for reporting any unethical behavior you notice. Keep an eye on and assess the organization's ethical behavior constantly.
Boost governance in corporations	Timeline: Continuous	Assign management and board representatives specific jobs and duties. Ensure that the Board exercises sufficient oversight and that administration is held responsible for its deeds.
Improve risk management	Timeline: Continuous	Conduct frequent risk assessments to identify and reduce any risks that could influence the organization's running. Maintaining the effectiveness of risk management procedures requires ongoing observation and assessment.
Improve internet presence and options for contactless payments	Timeline: 1 to 2 months	Improve the company's online visibility by updating its website and social networking accounts. Provide touch-free payment choices to accommodate customers' shifting tastes.
Options for close pickup and home delivery	Duration: two to three months	Establish a strategy for immediate pickup and house a delivery that puts health and safety precautions first. Keep an eye out for, and adjust to, shifting customer preferences.
Sponsoring local businesses	Timeline: Continuous	Find local businesses that share ASDA's values and promote them. Create alliances with neighborhood groups to show the business's dedication to sustainability and moral behavior.

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