Social Media Marketing for Morrison's

This assignment investigates the significance of social media marketing (SMM) strategies for Morrison's in promoting their business offerings at an international level. It employs a mixed-methods approach, combining both primary and secondary data collection techniques to understand the effectiveness of SMM in reaching global customers. The study aims to highlight how SMM can enhance customer engagement and value proposition for Morrison's in the international market.

Business Research Methods

Table of Contents
1. Background of the study..........................................................................................................2
2. Significance of the research.....................................................................................................2
3. Literature review......................................................................................................................2
4. Research questions...................................................................................................................4
5. Research aims and objectives..................................................................................................5
6. Research methodology.............................................................................................................5
7. Project plan..............................................................................................................................7
8. Conclusion...............................................................................................................................8
REFERENCES..............................................................................................................................10

Topic: To analyze the significance of social media marketing as an audience marketing tool in
the promotion of business at global level: A study on Morrison’s Plc
1. Background of the study
In the strategic business environment, each business unit is engaging in social media
marketing with the motive to develop awareness among the large number of people. Social
widens the reach of company at low cost and thereby offers opportunity in relation to realizing
the objectives. Now, SMM become the highly significant tool of marketing which in turn offers
opportunity to the business organization in relation to identifying the level of competition.
Besides this, strategy of SMM also assists firm in building and maintaining sound relationship
with the customers (Ismail and Ismail, 2017). In the retail sector of UK high level of competition
takes place between different entities pertaining to products or services, discounting offers etc.
In this, SMM enables firm to develop contact with the customers and highlight the features of
unique products or services. All the leading retail firms of UK such as Tesco, Sainsbury,
Morrison’s, ASDA, LIDL etc. are placing greater emphasis on undertaking SMM strategy.
Hence, all such firms place advertisement on social networking sites such as Facebook, Twitter
etc to promote the products or services at international level (Huhman, Kelly and Edgar, 2017).
Moreover, social sites such as Facebook, Twitter etc are used by all the people internationally. In
this, company has opportunity to develop and raise awareness among the customers regarding
the products or services offered by it globally. Hence, SMM provides high level of assistance to
the retail business units in fulfilling their goals to the significant level.
The present proposal is based on Morrison’s plc which is the leading British
multinational retailer of UK. It offers wide range of products or services to the customers at
affordable prices. Company introduces several discounting offers with the motive to entice the
purchasing decision making aspect of customers. Along with this, it has attained fourth position
in the category of largest chain of supermarket. Such business unit has 498 stores and offered
employment opportunities to 132000 people globally. Morrison’s is listed on the recognized
stock exchange of London such as FTSE 100. In this, proposal will shed light on the level to
which social media marketing (SMM) assists in developing awareness among the customers
globally about the products or services provided by Morrison’s. Further, it will reflect how SMM
tool helps in promoting brand image of firm and helps in achieving success.

2. Significance of the research
The present study and its outcome are highly significant from several perspectives.
Moreover, trend in relation to making use of SMM is increasing with the very high pace in each
and every sector. In this, report will provide deeper insight to the firms which are operating in
retail sector about the extent to which SMM is highly important for the business to promote it at
global level. Besides this, study and its outcome will also assist in framing suitable strategies for
the promotion of products or services internationally. Thus, by making evaluation of findings
retail business units can develop highly strategic framework for the upcoming time period. Along
with this, now promotion of brand image is also one of the major concerns of business unit.
Thus, this report will help retail business organizations in understanding the manner through
which brand image can be promoted. In this way, study based on the effectiveness of SMM in
the promotion of brand image and business offerings will prove to be more fruitful for
Morrison’s. Moreover, it will give input to the retail firms for decision making and thereby helps
in preparing competent plan for the near future.
Besides this, the present study will also assist other scholars who wish to conduct study
on a similar kind of topic. Findings of the study and secondary data will provide other
investigators with brief overview regarding SMM. Hence, study will develop high level of
understanding among other scholars about the manner through which business units whether
operating in retail or any other sector can promote corporate events and brand image. Besides
this, it will also enable scholar and gives opportunity to them in relation to the development of
new hypothesis for quantitative investigation. All the above depicted aspect shows that
significance level of study is high to a great extent.
3. Literature review
Literature review section is highly based on secondary data findings presented by other
scholars. It may be served as a framework that is prepared by the researcher including positive
and negative aspects presented by other analysts. Hence, LR enables researcher to develop
understanding about SMM and thereby analyze primary data set in the best possible manner.
Thus, it is the brief thesis which in turn provides high level of assistance to the researcher in
analyzing the view points of respondents more effectually. In this, scholar prepares themes
according to the research aims as well as objectives and thereby reflects secondary findings in a

structured way pertaining to SMM & its association with the promotion of products or services
globally.
Theme 1: Social media marketing and its role in the promotion of business at global level
In accordance with the views of Keegan and et.al., (2017) now business units are placing
high level of emphasis on promoting business at international level through SMM. This strategy
is highly significant which in turn helps company in enhancing market performance and thereby
assists in meeting the level of competition significantly. Moreover, now individuals spend more
time on social networking sites such as Facebook, Twitter etc. This in turn helps company in
developing awareness among the customers who resides at international level regarding the
products or service offering. In this way, by persuading customers regarding offerings business
unit can entice the decision making aspect of them to a great extent. However, on the critical
note, Key and Czaplewski (2017) said that sometimes individuals share their negative
experiences regarding specific corporate event. Such aspect negatively affects brand image and
purchasing decision of other customers. By considering this, it can be stated that SMM strategy
also has negative impact on company’s image and performance level.
According to the views of Kumar, Choi and Greene (2017) by using SMM strategy,
business unit can share information about the new products and services with the customers at
global level. Now, with the motive to aware the target market each business unit places emphasis
on sharing images about the services on social sites. Moreover, Facebook, Twitter, Pinterest etc
are the main sites that help in providing information to the customers about the products or
services offered by it. Hence, SMM strategy provides help to the firm in approaching as well as
engaging the target market and thereby helps in meeting the desired goals as well as objectives.
Along with this, Pantani and et.al., (2017) found in their study that social media
marketing tool gives opportunity to the firm to widen the customer reach. Moreover, social
networking sites are used by people at national and international level. In this, such tool or
strategy enables company to enhance customer base and develop its global presence. Thus, it is
an accountability of the corporation to provide customers with highly accurate information.
Moreover, in the case of furnishing unauthentic and unreliable information business enterprise
would not be in position to develop as well as retain loyal customer base. Thus, firm should keep

in mind all such factors when taking decision in relation to promoting business internationally
through SMM.
Theme 2: Use of SMM in the promotion of brand image
By doing assessment, Plikas and et.al., (2017) identified that SMM is the most effectual
tools which in turn helps in promoting brand image more effectually. The rationale behind this,
social media tool provides opportunity to firm in relation to understanding the needs, wants and
expectation level of customers. In this, by making suitable changes in the existing offering
business unit can maximize the level of sales, profit and customer satisfaction. Thus, by meeting
the demands of customers corporation can build long term relationship with the customers. In
this, by developing and maintaining sound relationship with the customers business enterprise
can promote brand image. On the other side, Singh and et.al., (2017) stated that to promote
corporate events and brand image through SMM company has to spend more time. Moreover,
without having attractive presentation of events and offering firm would not become able to
entice the customers. Thus, proper knowledge, skills and enough time is highly required for
promoting brand image through SMM. In addition to this, Song and et.al., (2017) depicted that
brand image can be promoted by the firm via SMM to a great extent. With the help of social sites
firm can interact with and provide information to the customers on a continuous basis. Thus, it
can be presented that SMM is highly significant which in turn helps in promoting brand image
and thereby contributes in the organizational success.
Literature gap: From secondary data analysis, it has been identified that SMM strategy
helps in promoting brand image and thereby maximizes sales as well as profitability. By such
assessment it has been identified that SMM assists in developing awareness among the
customers at global level. However, other authors failed to mention the extent to which customer
base can be enhanced through SMM. In this, present study will make focus on the level to which
customer base can be enhanced through the means of social media marketing strategy.
4. Research questions
In accordance with the research issues which are going to be investigated and objectives
following questions have been framed by the researcher.
Question 1: What is the significance of SMM in the promotion of business at global level?

Question 2: How SMM helps Morrison’s in enhancing its brand image?
5. Research aims and objectives
Aim of the present research is to investigate the role of social media in promoting
Morrison’s products globally. On the basis of such aim following objectives have been framed
by the researcher:
 To develop understanding about the concept of social media marketing.
 To understand the significance of SMM in promoting business globally in the context of
Morrison’s Plc.
 To evaluate the effectualness of SMM strategy in developing and enhancing the brand
image of Morrison Plc internationally.
 To recommend the most effectual ways to Morrison’s through which it can make better
use of SMM in promoting business in the international market.
6. Research methodology
Research methodology implies for the tools and techniques that will assist researcher in
approaching as well as resolving issues in an effectual way. Under research methodology, all the
tools and techniques are highly co-ordinated with each other. Thus, by keeping all such aspects
in mind researcher will undertake integrated methodology to evaluate the significance of SMM
in the promotional aspect of business globally such as:
 Research type: In order to conduct study in a highly effectual way scholar is required
to select suitable research type according to the research issue. Types of research can
be distinguished into two types such as qualitative and quantitative. In this, scholar
will make assessment of issue by undertaking qualitative research technique. On the
basis of such aspect, by placing emphasis on the role of SMM in the context of the
promotional aspect of business offerings internationally appropriate outcome will be
presented by an investigator. Thus, qualitative investigation will be conducted by the
scholar to arrive at suitable outcome.
 Research approach: In research, approaches can be divided into two types such as
inductive and deductive which are highly varied as per the nature of investigation. Thus,
scholar needs to keep in mind the type of investigation while carry out the study. In this,

scholar will employ inductive approach to assess the role of SMM tool in promoting
business in the international market. The rationale behind the selection of such approach
is that it highly suits to the qualitative kind of investigation. On the basis of such aspect,
scholar will initiate with the observational aspect regarding SMM and its association with
corporate events. Thus, in accordance with inductive approach, study will develop new
theoretical framework regarding the promotional aspect of corporate events through
SMM.
 Research philosophy: Positivism and interpretivism are the main two types of research
philosophies that researcher can undertake for resolving an issue. Selection of
philosophies is also highly based on the type of investigation conducted. Thus, for
fulfilling the objective in relation to the impact on SMM on the promotion of corporate
events of Morrison’s interpretivism philosophy will be undertaken by the researcher.
Hence, by interpreting the qualitative aspects pertaining SMM and its association with
international business promotion solution will be presented by scholar.
 Data collection: Researcher can present fair solution only when the gathered data is
highly appropriate and in line with the research issue going to be investigated. Basically,
there are mainly two sources that researcher can undertake to gather data such as primary
and secondary (Shaw and et.al., 2017). In this, to analyze the importance of SMM in
developing awareness among the individuals regarding corporate events of Morrison’s
scholar will gather data from both the sources such as primary and secondary. To gather
primary data scholar will conduct survey on 20 managers of Morrison’s via
questionnaire. Hence, by asking questions about SMM, its significance and related
impact on the promotion of products or services globally scholar will gather data from
managers. The rationale behind the selection of manager is that they have better idea
about the extent to which SMM helps in promoting products internationally. Besides this,
books, journals and scholarly articles will also be evaluated by the researcher to collect
secondary data about SMM as well as its role in retail firms including Morrison’s
regarding the promotion of business at international level.
 Sampling: For conducting study in an appropriate manner and within the stipulated time
frame it is highly required for the scholar to select suitable sample out of overall
population (Echiverri and Lane, 2017). In this regard, by using either probabilistic or

non-probabilistic technique researcher can select sample that having characterises as per
remaining population related to this study. Thus, by using simple random sampling
technique 20 managers of Morrison’s have been selected by the researcher. Hence, by
collecting information from such respondents with the help of questionnaire data will be
gathered.
 Data analysis: It implies for the process that researcher considers for evaluating,
analyzing and deriving suitable outcome from gathered data set (Fay, 2017). In this,
scholar will conduct thematic analysis to analyze both primary and secondary data set.
Thus, thematic analysis will be conducted by the researcher to analyze and interpret data
gathered from both primary and secondary sources. Thus, by preparing themes according
to the questionnaire and interpreting information about sales as well as profit figure
solution will be presented.
 Reliability and validity: For maintaining reliability as well as validity in the study
research will undertake latest data sources regarding SMM and its significance in the
promotional aspect of corporate events. Besides this, researcher will undertake data that
is highly related to the issue. Further, scholar will mention figures about sales and profit
as well as viewpoints provided by the respondents with the high level of accuracy.
 Ethical aspects: In order to meet all the ethical aspects or consideration effectual
measures will be undertaken by the researcher. On the basis of such aspect, researcher
will send consent form to the respondents for taking permission from them regarding
survey. Further, researcher will add reference list at the end of the study and do proper
citation in the relative parts. Thus, by fulfilling all such aspects scholar would become
able to enhance the effectiveness of study.
7. Project plan
In the recent times, scholar can attain success only when study is accomplished within the
suitable time frame. In this, by preparing suitable project plan scholar can complete study within
the stipulated period. Project plan is highly significant that provides assistance to the scholar and
gives indication about the activities needs to be performed once one has completed:
Activities / weeks 1 2 3 4 5 6 7 8 9 10 11 12
Selection of research topic or issue

Evaluation of books, journals and scholarly
articles to develop theoretical understanding
about SMM and its role in promoting business
internationally
Framing research aims & objectives and
outlining the proposal
Determining methodology of the research
according to the issue
Collection of primary data by conducting
survey with the help of questionnaire
Collating and recording data in an appropriate
manner
Analysis of data by using thematic perception
test technique and supporting the same with
secondary findings
Concluding findings and giving
recommendations
Arranging report in a highly structured format
Final submission of the report
8. Conclusion
From the above proposal, it has been concluded that mixed philosophies and approaches
will be undertaken by the scholar. Further, data will be gathered by the scholar through using
both primary and secondary techniques. In this, study will help in understanding the extent to
which SMM strategy is highly significant for Morrison’s in relation to promoting business

offering at international level. Study and its outcome will create more value for the customers by
presenting the ways through customers at global level can be approached and enhanced.

REFERENCES
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