中国咨询网提供ASDA验厂培训,所有的首席和高级顾问都在SGSITSBVCSCC等国际著名第三方评估公司工作过,擅长为工厂提供全面而优质的社会责任及管理系统方面的咨询服务,100%包你通过ASDA验厂，详情请登陆:http://英国Asda公司是英国第一家在自己生产的食品和软饮料中禁止使用人工色素和香料的超市。Asda致力于“无污染”食品的生产，它向公众表示，到今年年底，那个超市的9000个注册食品和软饮料将不含任何色素，香料，甜味剂，氢化油脂，以及味精这样的添加剂。所有Asda自己生产的产品也将在2008年，即提前两年使产品质量符合食品安全标准所规定的含盐量。仅仅今年，公司就减少了156吨的盐。1999年，沃尔玛收购了英国的Asda集团。这是一家实力强大、管理完善的连锁超级市场集团，是英国零售业的巨头之一。尤其是Asda与沃尔玛的风格非常接近。实际上，Asda集团很久以来一直在借鉴沃尔玛的经营宗旨与经营模式，因此几乎根本无需进行任何企业文化方面的改造。Asda的一些经营理念与沃尔玛如出一辙：例如当日特价制，无促销，积极销售独有品牌的产品，重视客户服务，把员工称为“同事”等等，就连服务口号“乐于助人”都与沃尔玛的“顾客至上”非常相似。2002年，Asda一举创下150亿美元的销售额。2002年1月14日，沃尔玛便宣称，将以全现金方式收购英国第四大超市连锁公司Safeway公司。沃尔玛是借助其英国子公司Asda来筹划与英国第二大超市连锁店森斯伯瑞公司联合投标，参与收购Safeway的竞争。Safeay占有英国零售市场的10%市场份额，此举将奠定沃尔玛全面制服英国零售业，而成为其霸主。不知这样的历史会不会在中国零售业的未来重演？这也许是危言耸听，但绝对是一个值得我们大家更加深入思考的课题。AsdaisachainofsupermarketsintheUnitedKingdomofferingfood,clothingandgeneralmerchandiseproducts.ItbecameasubsidiaryoftheAmericanretailgiantWal-Martin1999,andiscurrentlythesecondlargestchainintheUKafterTesco.ASDAisWal-Mart'slargestoverseassubsidiary,accountingforalmosthalfofthecompany'sinternationalsales.AsofJanuary2006,therewere21ASDA/Wal-MartSupercentres,243ASDAsuperstores,37ASDAsupermarkets(includingtowncentres),5ASDALivingstores,10Georgeclothingstoresand24depots(distributioncentres)-340intotal.ASDAhas150,000employees,whoitreferstoas"colleagues"(90,000part-time,60,000full-time).Thecompanyisalsoengagedinpropertydevelopmentthroughitssubsidiarycompany,GazeleyPropertiesLimited.AsawhollyowneddivisionofWal-Mart,ASDAisnotrequiredtodeclarequarterlyorhalf-yearlyearnings.ItsubmitsfullaccountstoCompaniesHouseeachOctober.ASDArecentlyacquiredseveraloldSafewaystoreswhichwillsoonbere-brandedandre-namedASDA.Contents[编辑]HistoryASDA,WestBridgford,Nottingham,EnglandASDAstoresLTDThepresentASDAStoresLimitedwasfoundedasAssociatedDairies&FarmStoresLtdin1949.HowevertheformationoftheASDAnameoccurredin1965withthemergeroftheAsquithchainofthreesupermarketsandAssociatedDairies;ASDAisanabbreviationofASquithandDAiries.Forashorttimeinthe1980sAsdaStoresLtdwasasubsidiaryofASDA-MFIplcfollowingamergerbetweenthetwocompanies.OthercompaniesinthegroupwereAssociatedDairiesLtd,thefurnitureretailerMFIandAlliedCarpets.AfterthesaleofMFIandAlliedCarpetsthecompanynamechangedtoASDAGroupplc.ThedairydivisionwassoldtoamanagementbuyoutandrenamedAssociatedFreshFoods,meaningthatASDAtodayhasnoconnectionwithoneofthefirmsitsnamewasderivedfrom.Thecompanywentthroughatroubledperiodintheearly1990s,butwasthenrevivedundertheleadershipofArchieNorman,wholaterbecameafrontbenchConservativeMP.Hewaschairmanofthecompanyduringtheperiod1996–99.ASDA,whichthenowned230stores,waspurchasedbyWal-MartoftheUnitedStates,onJuly26,1999.SincethetakeoverASDAhascontinuedtomaintainitsheadquartersatthethennewlyopened"ASDAHouse".ASDAHousewasoneofthefirstofthenewlargeofficeblockstoopenaspartoftheredevelopmentofthehugeareasouthoftheRiverAirefromthecitycentreofLeeds,intheHolbeckdistrict,WestYorkshire.In2005,amidreportedconcernswithinWal-Martaboutaslippageinmarketshare,partiallyduetoaresurgentSainsbury's,ASDA'schiefexecutive,TonydeNunzio,wasreplacedbyAndyBond.Inthesameyear,AsdaexpandedintoNorthernIrelandbypurchasing12SafewaystoresfromWmMorrisonSupermarketsplc.[编辑]DairyscandalInDecember2007Asda,Sainsbury'sandotherretailersadmittedtopricefixingdairyproductsbetween2002and2003.Asdacommented,"EveryoneatAsdaregretswhathappened,particularlyaswearepassionateaboutloweringprices,Ourintentionwastoprovidemoremoneyfordairyfarmers,whowereunderseverefinancialpressureatthetime."Sofarintotaltheseretailershavebeenfined£116million.Tesco,MorrisonsanddairycompanyLactalisMcLellanddeniedanyinvolvementinprice-fixing;however,theOfficeofFairTrading(OFT)saysitwillcarryonitsinvestigation.Itwasannouncedthattheallegedprice-fixingcostconsumers£260M.[编辑]StoreformatsFollowingthetakeoverbyWal-Mart,several"AsdaWal-MartSupercentres"havebeenopened,creatingsomeofthelargesthypermarketsintheUnitedKingdom.ThefirstSupercentreopenedinLivingston,ScotlandinJune2000,anditalsoremainsthelargest.Therearecurrently21ASDAWal-MartSupercentresintheUK.InOctober2003ASDAlaunchedanewformatcalled'AsdaLiving'.Thisisthecompany'sfirst"generalmerchandise"store,containingallitsnon-foodrangesincludingclothing,homeelectronics,toys,homewares,health,andbeautyproducts.WiththesestorestheyhavelinkedupwithCompassGroupwhooperatethecoffeeshopcaffeRitazzawithinsomeofthestores.ThefirststorewiththisformatopenedinWalsall,WestMidlands,andatthetimeofwritinghasbeenfollowedbytenfurtherstoresinCortonwood(Barnsley),Altrincham,Byker(Newcastle-upon-Tyne),Dartford,Tottenhamhale,Lincoln,Thurrock(Essex),Glasgow,LeedsCrownPointandatYorkgateinBelfast.Tescoisalsotriallingasimilarformat,"Homeplus",inDenton,GreaterManchesteraswellasinBristol.AsdahasalsoopenedanumberofstorescontainingitsGeorgerangeonlyinseveralcitycentres.InApril2006,ASDAlaunchedanewformatcalledASDAEssentialsinaformerCo-opstoreinNorthampton,followedbyanotherinPontefractamonthlater.ThiswasmodelledontheFrenchLeaderpricechain,withasmallerfloorplatethanASDA'smainstreamstores.Essentialsfocusesprimarilyonown-brandproducts,onlystockingbrandeditemsthatareperceivedtobeatthe"core"ofafamily'sweeklyshop.ThisstyleofretailingisanattempttoaddresscompetitionfromdiscountsupermarketssuchasAldi,LidlandNetto.On6December2006TheGuardiannewspaperreportedthatfurtherplannedstoreopeningswereunderreviewfollowingpoorsalesintheexistingoutlets.Itwasalsorevealedthattherangeofbrandedproductshasbeenexpanded.InearlyJanuary2007itwasannouncedthattheinitialtrialEssentialsstorewouldclosewithinamonthafteronly10monthsoftrading.In2004,theGeorgeclothingbrand(seebelow)wasextendedtoanumberofstandaloneGeorgestoresonthehighstreet.TheGeorgelabelisnamedafterGeorgeDavies,founderofNext,whowentontosetupthePerUnaclothingbusinessforMarks&Spencer.GEORGEStand-alonestoresarealltoclosewithinthenext12monthsduetohighrentcausingpoorreturns.Instead,ASDAaregoingtofocusonopening10-12newASDALivingStoresin2008.[编辑]MarketshareAsofFebruary2007,Tescohas31.4%oftheUKgrocerymarketwhileASDA'sshareis16.8%,followedbySainsbury'sat16.5%,andMorrisonsat11.0%.Itiswidelyexpected,aspredictedbyformerASDAbossTonydeNunzioin2006,thatSainsbury'swillreclaimsecondplaceatsomepointintheshorttomediumterm,butthishasnothappenedasyet.[编辑]MarketingAnASDAMercedes-BenzSprinterdeliveryvan.ASDAisknownfortwofamousmarketingcampaigns.Inthe"ASDAprice"campaign,customerstaptheirtrouserpockettwice,producinga'chinking'soundasthecoinsthatASDA'slowpriceshavesupposedlyleftintheirpocketsknocktogether.Inthelate1980s,priortothereintroductionofthetappocketcampaign,advertisingforASDAhadfeaturedtheFairgroundAttractionsongPerfect.In2004,SharonOsbournewasselectedtobepartofanewmarketingcampaignbyASDA;herlastadvertwasairedinAugust2005.Inthesmileyface"rollback"campaign,alsousedinWal-Martadvertisements,aCGIsmileyfacebouncesfrompricetagtopricetag,knockingthemdownascustomerswatch.ThefocusofthesecampaignsistoportrayASDAasthemostaffordablesupermarketinthecountry,aclaimthatischallengedbycompetitors,especiallyALDI.CurrentlyinASDAadvertisingisathemefeaturingsingingchildrenandtheprevioustapofthetrouserpocketadvertisingwasreducedtoadouble-taponastylised'A',stillproducingthe'chinking'sound.Thishasincludedanadvertduringthe2006FIFAWorldCupfeaturingtheEnglandfootballerMichaelOweninanadvertwiththechildrensingingVindaloo.ThelatestadvertisingcampaignhasdoneawaywiththerollbackhookinfavouroffeaturingcelebritiesVictoriaWoodandPaulWhitehouse(amongstothers)workingasASDAemployees.ASDAhasbeenwinneroftheGrocerMagazine"LowestPriceSupermarket"Awardforthepast10years[7],andusesthistopromoteitselfacrosstheUK.InAugust2005,rivalsupermarketchainTescochallengedASDA'sabilitytousetheclaimthatitwasthecheapestsupermarketinthecountry,bycomplainingtotheAdvertisingStandardsAgency.TheASAupheldthecomplaint[8]andorderedASDAtostopusingit,citingthattheGrocerMagazinesurveywasbasedonlimitedandunrepresentativeevidenceasitexaminedthepriceofjust33products,andthatthesurveydidnotstudylow-costsupermarketssuchasAldi.AsaresultASDAnolongercitesitselfas"OfficiallyBritain'slowestpricedsupermarket",insteadusing"Winner:Britain'slowestpricesupermarketaward".ForChristmas2007ASDAreintroducedthe'That'sASDAprice'slogan[3]aswellastheinfamous'jingle'tosomeofitsadvertsalthoughthiswasovershadowedbythecelebrityendorsed"TheresnoplacelikeASDA"Startingin2008,ASDAhavebeenreturningtoitsrootsandisnowre-focusingonpricewithitsnew"WhyPayMore"campaignbothonTVandinstores.CurrentASDAtvcommercialsinFebruary2008focusonpricecomparisonsbetweenASDAanditsrivals,usingthe"WhyPayMore"sloganandoldDad'sArmythemetune.TheoldASDAjinglehasonceagainbeenremoved.adverts.ASDAadvertslogans,past&present"ThatsASDAPrice""Permanantleylowpricesforever""Alltogetherbetter""AlwaysLowPrices""MoreforYouforLess""TheresNoPlacelikeASDA""WhyPayMore"[编辑]SponsorshipASDAsponsoredEnglishfootballteamSheffieldWednesdayduringtheearly1990s.ASDAcurrentlysponsorastandinPrentonPark,homeofEnglishfootballteamTranmereRovers.ASDAcurrentlysponsortheASDAstandattheLibertyStadium,Swansea,homeofWelshfootballteamSwanseaCityF.C.andWelshRugbyUnionregionalteamOspreysRugbyClub.[编辑]EmployeerelationsASDAhasfeaturedprominentlyinlistsof"Bestcompaniestoworkfor",appearinginsecondplaceintheTimesnewspaperlistfor2005.Itoffersstaffadiscountof10%onmostitems(exceptionsincludefuel,stamps,lottery,giftcardsandtobaccorelateditems)On"doublediscountday",inDecember2005,ASDAtemporarilyincreasedthestaffdiscountto20%,butexcludedalcoholicdrinksfromtheextradiscountforreasonsof"operationalprofitprotection".In2007ASDAchosetoallowstaffupto£100offalcoholbeforediscounts.TheywerealsoallowedtopurchaseitemsfromGeorgewith20%off.However,duringthis"doublediscountday",alledibleandmostnon-ediblegroceryproductsandelectricalitems(excludingdigitalcameras)werenotincluded.TheGMBUnionattemptedtogetTescotoofferasimilardiscounttoASDAstaffasapublicitystunt,andASDAsubsequentlyincludedtheseproductsintheextradiscount,butwithamaximumspendof£100,downfrom£250intheyearsbeforethealterations.Whilethereinstatementofthediscountwasintendedtobeapublicitystuntthatimprovedcolleaguerelations,itresultedinfurtherbitterfeelings.Thiswasduetothefactthatintheyearspreviously,musicalbums,singles,DVDs,videosandvideogameshadbeenincludedinthediscountday,butwerenotreinstatedwiththerestofthediscountafterASDAbackeddown.[编辑]TradeunionrelationsInAugust2005,themanageroftheWakefielddepotreadoutwhatwerecalled"foreign-sounding"namesoverthepublicaddresssystemorderingthemtoreportimmediatelytothemanager'soffice.Theworkers,whowereallMuslims,wereorderedtoproduceevidencethattheywerenotillegalimmigrants.Atleastonewasthreatenedwiththesackunlessheproducedhispassportthenextday.Thehighlypublicinitiativebymanagement,whichcamewithinweeksofthe7JulybombingsinLondon,wasfollowedbyaspateofgraffitiatthedepotinWakefieldexpressinghatredandcontemptforMuslimsandtheirreligion.InFebruary2006,Asdawasfined£850,000forofferingemployeesofanewlytakenoverdistributiondepotapayrisetogiveupunionrights.AnemploymenttribunalfoundtheAmerican-ownedsupermarketchainguiltyofpromising340distributionstaffa10percentpayrisetogiveupthecollectiveagreementnegotiatedbytheGMBunion–anactwhichisillegalundera1992labourrelationslaw.ThecourtorderedAsdatopay£2,500toeachemployeeattheCountyDurhamdepot.InJune2006,GMBUnionmembersatthecompany'sUKdistributiondepotsagreedtostrikeforfivedaysfrom30June2006.ThetwosidesfailedtoagreeonhowmanyofAsda's12,500depotworkersbelongtotheunionacrossits24depotsaroundtheUK.TheGMBclaimedthefigureas7,000,butAsdaclaimedthenumberwasnearer4,500.ThedepotsaffectedincludeBedford,Chepstow,Dartford,Didcot,Erith,Falkirk,Grangemouth,InceGeorgeinWigan,Lymedale(inStaffordshire),Lutterworth,Portbury,Skelmersdale,Teesport,Wakefield,andWashington.ASDAthreatenedlegalaction,citingflawsintheballotprocess,butafterdiscussionattheTUC,anagreementwasreachedforanationallevelconsultativebodyandthestrikecalledoff.[编辑]OnlineASDAlauncheditsonlineretailerservicein1998,butfromthestarthadover-estimateddemand.ItbeganwithadedicateddepotbasedinCroydon,SouthLondon,butthiswasclosedwithanumberofredundanciesshortlyafterassaleswerelowerthanexpected.Itcontinuedtheonlineservice,butemulatedtheTescostore-basedmodelinstead.Sincetheroll-outofthegrocerydeliveryoperationASDAhasmovedintonon-foodonlineretailing.Currentcategoriesincludeentertainment,contactlenses,furniture,travel,electricals,gifts,mobilephonesandflowers,withmorecategoriesbeinglaunchedeachyear.InMay2004itannouncedamajorexpansionoftheservicewhichwillincreasecoveragefrom30%oftheUKpopulationto35%.TheGrocermagazinereportedaturnaroundinthefortunesofASDA'shomeshoppingserviceundernewheadofHomeShopping,RichardRamsden.Morerecently,ASDAsteppedupitscommitmenttohomeshopping,focusingonfullUKcoveragebytheendof2007.AndyBondhighlightedthatASDAwillberecruitingupto1,800newstafftobolsteritsoperationsandfocusoncompetingwithTescointheonlinearena.InJanuary2007,ASDAlauchedda-.uktocompetewithTesco'shighlysuccessfulTescoDirect.Thisnewventureispartofitsonlinebusiness,withmorethan3,000domesticandhomeelectricalproducts.ASDA'slongtermambitiontocapture5%ofthe£1.9bnmarketby2012.Recently,thecompanysolditsDurabrand1005DVDplayerforonly£9,theUK'slowestpricedDVDplayer,whichsoldoutinjusttwodaysfromstartofthepromotion.[编辑]ASDASmartPriceASDASmartPriceisanofrillsprivatelabeltradenameofASDAsupermarketintheUK.TherangeisinmanywaystheUKequivalentofthegenericbrandsinUSstores.TheequivalentsfromtheotheroftheBigFourSupermarketsareTescoValue,Sainsbury'sBasicsandMorrisonsValue.TheSmartPricebrandcantraceitsoriginstoASDA’sFarmStoresbrandlaunchedinthemid1990s,itconsistedofproductsthatwereofferedatalowerpricethantheequivalentnamebrandproductandASDA’sownbrandequivalent.TheFarmStoresbrandoriginallyconsistedofasmallnumberoffoodonlyproducts,largelyfrozensuchasfrozenchipsandasmallrangeofreadymeals,thisrangelaterexpandedtoincludefreshfood.In2000followingtheacquisitionofASDAbytheAmericanSupermarketchainWal-MarttheFarmStoresproductswerephasedoutandreplacedwiththenewSmartPricebrand"basedonWal-Mart'sGreatValueandSam'sChoice"SmartPriceproductsarealmostalwaysthelowestpriceoption(knownasCheapestOnDisplay)inaproductcategoryinASDAstores.Occasionallythisdifferenceisonlyafewpence,howeverinothersitisamarkeddifference.Forexample,aboxofSmartPriceBiologicalWashingPowdercosts50pencewhiletheequivalentASDAbrandwashingpowdercosts£1.50andnamebrandalternativescostfromtwopoundsupwards.TheSmartPricelabelwasoriginallyafoodonlybrand,howeverovertheyearsithasexpandedtocoveralmosteveryproductrangeinthestore.LikeearlygenericproductsintheUSsomeSmartPriceproductslackwhatcanbethoughtofas‘frills’inthemodernbrandnameorsupermarketownbrand,forexampletheSmartPriceToothpastehasanoldfashionedscrewcapratherthanthenowmorecommonflipcapandtheSmartPricerangeofcrispscomeintraditionalclearplasticbagsratherthanthefoilbagscommontomostnamebrandversions.TheSmartPricebrandnameevenhasitsowngroups(orfanclubs)onMySpaceandFacebook.[编辑]ASDAFinancialServicesASDAhasestablishedafinancialservicesdivision,followinginthefootstepsofTesco,Sainsbury'sandotherretailers.ASDAsimplyattachesitsownbrandtoproductsprovidedbyothercompanies.Servicestheyofferincludeinsurance(providedbyNorwichUnion),creditcards(providedbyGECapitalBank)andloans(providedbyTheFundingCorporation).1997-Present:VotedBritain'sLowestPriceSupermarketinasurveybyGrocer33Magazine.2001,2002,2003—Votedatop10UKemployerbytheSundayTimesTop100BestEmployersSurvey,althoughthemeritofASDAbeingawardedsuchanawardiscontestedbytheGMB.2002NestléSocialCommitmentAward,awardedbypeersinthefoodindustry[编辑]EthicaltradingIn2006,agroupoflabourrightsorganisationsarguedthataspartofoneoftheworld'slargestcompanies,ASDAisinapositiontoinfluencethefashionindustrytoensurehigherstandardsforworkersthroughoutthesupplychain.ASDAhassigneduptotheEthicalTradingInitiative(ETI)whichrespectsworkersrightsforfreedomofassociationandalivingwage.Implementingthisinitiativeisdifficult,however,becausetheconceptofalivingwagevariesbetweencountriesandthebuyingstrategiesofamajorimporterlikeASDAhaveanindirectimpactonnationalminimumwagesbyobliginggovernmentstosetthemlowenoughtostopbusinessesfromgoingelsewhere.)