Meeting stakeholder needs through community involvement
An Asda case study

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Page 4: ASDA´s community programme

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ASDA's community programme is there to help the company meet its mission, purpose and values. The aim is to: 'differentiate ASDA from its competitors by appealing to customers and motivating colleagues'.

It is an ongoing programme that is now seven years old. At its centre are the stores, depots and head office. Their actions are determined by five criteria, which are:

  1. people
  2. health
  3. education
  4. community
  5. 'big' events.

Each of these criteria is then used as a focus for a yearly programme of activities. These are set up in each store by a local events co-ordinator.

So, for example, under the criteria of health, ASDA stores and depots were involved in raising money for its Tickled Pink campaign, which supports Breast Cancer Care and Breast Cancer Campaign. Colleagues and customers acted as blood donors. ASDA encourages blood donor vans to be set up in its car parks, ensuring the service is available to everyone in the community. Dietary and nutrition advise is also provided.

ASDA's programme helps colleagues to take part in their local community, after all they live and work there too. This process of working closely with others underlines the company's values. Such principles have helped it to give a moral focus for the planned direction of the organisation.

Asda | Meeting stakeholder needs through community involvement