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Asda is a major uk retailer with over 300 stores and 145,000 staff. Part of wal-mart since 1999, it has been consistently ranked as a top employer. Asda values the cima qualification for the personal and professional development of its finance colleagues, promoting integrity, ethics, and continuous development. This case study features three individuals - lynne grandison, emma cawthorn, and neil applebee - who share their experiences of studying cima while working at asda.
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ASDA House sits on the bank of the River Aire in the heart of Leeds. From the outside it looks like your average office block, but from the moment you walk through the door you realise that ASDA House bears very little resemblance to other major retail headquarters. The central atrium makes it feel – well, like an ASDA store. Plasma screens, polite ‘colleagues’ (that’s ASDA speak for ‘staff’) and lots of ‘hellos’ and ‘welcomes’ gives the impression that you could be arriving to do your weekly shop - but not on this visit. CIMA members and students work in business and Emma Cawthorn, Lynne Grandison and Neil Applebee are no different. Here they tell their stories.
CIMA student I grew up near Barrow-in-Furness in Cumbria. I did A-level Accounting but I didn’t want to do a specific financial degree at university so I chose to study Management at near-by Lancaster. During my sandwich year I worked for the NHS in Halifax where they were building a new hospital. Although I didn’t undertake any finance work, I got some unique experience in project management; buying equipment, conducting tours for health staff and negotiating with construction teams among other things. I graduated in 2002 and knew I wanted to stay in Northern England so I visited my careers office to assess my options. ASDA’s graduate scheme was the first application form I completed and it seemed exactly the type of company I wanted to work for. The thing for me about ASDA is that you can understand what the company does; everyone goes food shopping and you already know the competitors. It’s important for me to work for a company that I can get my head round. Finance at ASDA is a fully integrated part of the business with finance colleagues working alongside buyers, store managers, marketers, store developers, HR and logistics people. Finance colleagues are involved in day-to-day decisions as well as formulating longer term strategies which is why they’re looking for good communicators who can easily talk to non-finance colleagues. ASDA’s Finance Graduate Programme lasts for three years and incorporates gaining practical experience across several different finance functions to support CIMA studies. Owing to my degree I was already exempt from the Certificate level and one Managerial level paper. That left me with ten exams and Paper P10 (TOPCIMA) to pass before I could submit my logbook and apply for membership. I knew quite a few people who had done other accountancy qualifications but had left after they got their letters. Most of them moved out into positions which, had they joined as graduates, would be CIMA-sponsored roles! I knew that CIMA was the right route for me: it remains a lot more practical and rounded, rather than being theoretical and specific. The type of organisations I could work for with CIMA was impressive too. The roles at ASDA that I’ve undertaken are aligned to the different levels that we have been studying at CIMA. The first year role was number-heavy, producing lots of profit and loss accounts. At the same time, I was studying management accounting papers, doing debits and credits and financial accounting papers.
Case study Lynne Grandison Emma Cawthorn Neil Applebee
As I moved into commercial roles, the studies at CIMA became more strategic. I now work in Logistics Finance so I’m primarily focused on distribution costs and planning. I work alongside depots to ensure they have a plan which is financially robust and properly challenged. Lately I’ve also been carrying out a lot of work on the cost of shipping around the network, how this changes over time, and studying any trends.
CIMA student I’m a Business Studies graduate from Sheffield Hallam University where in my final year I specialised in finance. During my placement year I worked in retail, on the store management side, and after I graduated I worked for the same company for a further 12 months. I got some great experience on shop re-fits and staffing issues but I wasn’t using my financial skills very much. When I applied to ASDA’s Graduate Programme it seemed the obvious choice to pick a financial route into the company, as numbers and finance seemed to come easily to me – I’ve certainly got no regrets so far. I have all areas of the business open to me now, but I’m also even more convinced of the importance of a supportive and effective finance function of which I play a key part. Audit never appealed to me as a career choice. I knew I wanted to do something commercial, in finance, working for a retailer, in the North of England. ASDA was the obvious choice. If I had to pick a professional qualification now it would still be CIMA. It’s a perfect fit for me and my career. At the moment I’m a Business Development Analyst supporting the promotional and pricing team. Although I can obviously do the raw number-crunching, my current role is much more about analysing those figures and doing something with them. Most of my customers are non-finance people so it’s important for me to understand the technical aspects but even more important to be able to talk in layman’s terms too. Studying CIMA has been pivotal in learning new communication skills; highlighting in every day language what the risks and opportunities are, and then guiding them towards the best course of action.
CIMA member I’m not a real Northerner! I grew up in Berkshire and moved to study at Aston Business School where I completed my degree in Managerial and Administrative Studies, majoring in HR. I graduated in 1994 after the four year course which included a placement year working for Marks and Spencer. I knew retail was where I wanted to be so when I graduated I accepted an offer from M&S as a graduate management trainee. I had always wanting to go back- packing around the world and was fortunate enough that M&S allowed me to defer for a year. I ended up spending seven years with M&S and in that time self-funded my way through CIMA, changing my focus away from HR to financial management. When the time came for me to move on my career from M&S, I had family commitments in Yorkshire but I definitely wanted to stay in retail. For me, a CIMA accountant, retail plus Yorkshire meant ASDA. In my 3 years here, I have had three different roles. When I first arrived, I took up the position as Retail Commercial Analyst and then 18 months later, I was promoted to Regional Commercial Manager responsible for 63 stores. Six months ago, I moved to head up the Retail and Distribution Accounts teams within Business Accounting. My department is the hub where all financial information gets processed and produced. We focus on strong financial control that is executed through first class customer service. Our key role is providing accurate and timely information to the business on our operating performance supporting our commercial teams who make the nuts and bolts decisions about operational matters. From being in a fast-paced commercially- focused business, the CIMA syllabus actively supports what goes on in terms of real-life decision-support. When you get to strategic level, you can clearly see how a lot of the business models and financial strategy concepts of structuring organisations financially are applied at ASDA. The studies, the tools, and the techniques that you are learning are so closely linked with what goes on in the real world. That is why we train our finance colleagues through the CIMA route. I particularly enjoy the people part of my job. I get to spend time coaching finance colleagues who, with their CIMA qualification under their belt, are able to grow through the ASDA structure into different roles. The culture and how the business pulls together are important. We are in a very competitive market here and only through internal synergy can we achieve external success. The CIMA syllabus actively supports what goes on in terms of real-life decision-support. The studies, the tools, and the techniques that you are learning are so closely linked with what goes on in the real world. ‘ ‘ Case study ASDA
Lynne Grandison Emma Cawthorn Neil Applebee