Marketing Plan for Morrisons

This report discusses a marketing plan for the Morrisons, a popular food retailer in the UK. It includes strategies like 7Ps of marketing mix, STP model, and PESTLE analysis to improve market share within the UK's retail industry.

Individual Writing Report

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MARKETING PLAN......................................................................................................................3
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is one of the major functions for a company or business. Currently each or
every organisation within the market is trying to make its marketing function more and more
effective, because without effective marketing functions no company can achieve its gaols in the
market on time. That’s why top-level management within most companies is focuses on
developing their marketing strategies. On other side, a company should always make an effective
marketing plan also for boosting its existing sales ratio in the selected market. This report
discusses a marketing plan for the Morrisons. There are Morrisons is one of the popular food
retailer companies within the United Kingdom. 7Ps of marketing mix strategy also has been
included in this marketing which will definitely support to this company for improving its market
share within the UK’s retail industry.
MARKETING PLAN
This marketing will play very excellent role for the Morrisons, because this plan includes
some productive marketing strategies and models, like; 7Ps of marketing mix, STP model,
PESTLE analysis etc. which can enhance all over growth of this food retailer (Karn and et.al.,
2019). In this situation, marketing manager of Morrisons is highly required to consider this
marketing plan within its daily operations. There are day by day marketing competition within
the UK’s food retail industry is continuously incresaeinbg, in which company can easily deal
with this marketing competition also with the support of this marketing plan. Of course, its
competitors also have taken various productive steps towards developing this an effective
marketing plan. That’s why marketing team of Morrison is highly required to implement existing
marketing plan in very proper manner.
Marketing Plan
Mission: Increase market share with 10% in the food retail industry of the United Kingdom
SMART Objectives
Specific: The marketing objective of Morrisons is completely specific, because it will able to
generate high revenue in the UK’s food retail industry through achieving this objective.
Measurable: The marketing manager of Morrisons can easily measure its marketing objective

by identifying existing performance of its marketing operations.
Achievable: The marketing objectives are fully achievable for this company, because
increasing market share with 10% in food retail industry is a very logical target (Kasemsap,
2016). Marketing team of Morrisons need to use some specific marketing techniques to
achieve its target in decided time period.
Realistic: This objective is really realistic, because lots of other businesses or companies also
set this type of objectives for increasing their profit in their respective industry or sector.
Timely: The marketing team of company can easily achieve this objective by using different
innovative marketing strategies in their various marketing campaigns.
STP Model
STP is very productive model for different companies of businesses, because this
model gives great opportunity to deeply understand accurate demand of different market
segments. In this situation, marketing team of Morrisons should highly consider this model
within its daily practices (Olanrewaju and et.al., 2018). Basically, STP refers its three major
stages segmentation, targeting and positioning, in which these all three stages of STP model
has been discussed below;
Segmentation: This is the first stage in the STP model where marketing team of Morrisons
need to divide its whole the large market into small market segments. It is very necessary for
the company, because when team divides its large market into small market segments, then it
can easily understand actual demand and wants of people within these various market
segments. The marketing team can divide its whole market geographically, demographically,
on the basis of income status, people attitude and interest etc. By conducting this step,
company will be able to provide those products and services to them, which they really want
to buy.
Targeting: Targeting is the second stage in the STP model after market segmentation where
the marketing team need to take different actions towards targeting various people and markets
(Kyriakopoulos, Hughes and Hughes, 2016). This is very necessary stage for this team,
because company will be able to provide its products and services in the market on the basis of
customers’ demand. Basically, marketing team of company should target in customers on the
basis of their attitude, interest and income status. It is very necessary task to the company,
because a customer is always demanding products and services in the market on the basis of

customer is background. For example; a customer comes from high income group, in which
Morrisons can sell its premium range of products to that customer. On the other side, if any
customer come from low income group, then company should provide them its products and
services on very favourable and cheap prices.
Positioning: Positioning is the third stage in this STP model where marketing team has highly
required to run various innovative promotional activities for positively influencing people in
different market segments. This is very important step for the company, because it can easily
attract lots of new customers or people towards own brand with the support of these different
promotional activities (Kasemsap, 2018). Currently various creative tools available in the
market which marketing team of Morrisons can use for highly promoting its food products and
services in different market segments. For example; marketing team can use digital marketing
tool for attracting large number of new customers towards brand. Currently digital marketing
tools plays very excellent role for different businesses, in which Morrisons also can use this
tool to promote its brand in the UK’s different market segments.
Marketing Strategies
The marketing department of Morrisons is highly required to develop or create some
productive marketing strategies for achieving large market share in the UK’s food retail
industry. Currently different strategies are already available to Morrisons’ marketing team. For
example; digital marketing, sponsorship and affiliate marketing etc. in which marketing
manager should highly consider these all strategies in their various marketing campaigns to
achieve positive results in the market.
Market Analysis
Market analysis to another necessary task for marketing team of Morrisons for always
running its business operations on progressive path. Currently some useful market analytical
tools available to the company which will help it to effectively analyse different factors of the
market (Taherdangkoo, Ghasemi and Beikpour, 2017). There are PESTLE analysis and SWOT
analysis most useful market analytical tool which has been used below;
PESTLE Analysis
PESTLE analysis has included six major external factors of Morrisons’ business
environment called political, economic, social, technological, legal and environmental. These
factors can influence this food retail company in both ways positively and negatively. All sic

factors of PESTLE analytical tool has been discussed below;
Political Factors: Political factors are highly affecting Morrisons in food retail industry of the
United Kingdom, because top-level management of this company is highly responsible to
follow those all formalities which has imposed by local government on different businesses or
companies (Tong, Luo and Xu, 2020). Currently the taxation is one of the best examples of
political factors, because each company or business of the UK including Morrisons is
responsible for fulfilling taxation formalities.
Economic Factors: Economic factors of the United Kingdom are positively influencing this
food company, because these factors are supporting to the company for gaining huge profit in
the market. The main reason behind previous statement is, currently the UK is one of the
richest countries in the world, that’s why it has developed economic conditions. Most local
people in this country can easily afford products and services which Morrisons has offered in
various market segments. In this situation, company is able to gain lots of advantages through
these economic factors of the United Kingdom.
Social Factors: Social factors are very favourable to Morrisons, because most people in this
country are completely literate. They ready to pay any cost to buy quality products and
services in the market, in which this food company is able attracts many customers towards its
brand by providing quality products and services within the UK’s food retail industry. On the
other side, people like to buy products from such companies also which always fulfil their
CSR (Corporate Social Responsibilities) on time. That’s why Morrisons need to fulfil CSR
also on time to build loyal customer base in this country.
Technological Factors: Currently Morrisons is able to take lots of advantages from
technological factors of this country (Marasco and et.al., 2018). Reason is, currently those all
modern technological machineries, tool and gadgets etc. are available in in the UK which can
support in increasing all over performance of this company. There is digital marketing tool is
also a major aspect of these technological factors which will enable to Morrisons to gain large
market share in the UK’s food retail industry.
Legal Factors: There are top-level management of Morrison is highly required to adhere and
follow consider those all legal and ethical considerations which has passed by the UK’s
parliament for different businesses or companies. In this situation, top-level management of
Morrisons need to properly adhere each and every law within its business environment. There

is employment law, contract law, etc are also small part of these legal factors, in which
company should consider these laws as well.
Environmental Factors: Environmental factors also highly affects this food retail company,
because existing management of Morrison is responsible to adhere all rules and regulations
which has passed by different environment protection organisations. On the other side,
management of company need to avoid conducting those all activities in its daily operations
which can harm to the natural environment.
SWOT Analysis
SWOT analysis is another useful analytical tool which can support to Morrisons for
analysing its various internal factors of business environment (Sansone and et.al., 2017).
Basically, this tool includes four main elements which has been discussed below;
Strengths: The Morrisons is one of the reputed food retail companies in the United Kingdom.
It has workforce of many effective employees who are day or night working in various stores
and supermarkets of this company for achieving its final goal.
Weaknesses: Many times, the management of Morrisons has taken such decisions which
negatively influence its daily business operations. It means, the management should take some
productive steps towards developing their decision-making skills for taking productive
decisions in the future business operations.
Opportunities: The Morrisons has great opportunity for attracting lots of new people or
customers towards its brand through implementing social marketing strategy in its different
marketing operations. Of course, currently, this company is already using social marketing, but
not in much effective manner, so the marketing manager is responsible to start using social
media marketing strategy at the large scale within its home country United Kingdom.
Threats: Day by day increasing competition in the UK’s food retail industry is the biggest
threat to this company. Nowadays its major competitors called Sainsbury, Tesco, Iceland food
ltd. and ASDA are giving very tough competition to Morrisons.
Budget
The marketing manager of Morrison is responsible to set a specific budget for this
existing marketing plan (Ozuem, 2016). On the other side, upper management of company
need to pass required fund for its marketing department. With the support of appropriate fund,
the marketing team will able be to implement this marketing plan in very proper manner.

Monitoring and Controlling
Monitoring and controlling also another major function to this food retail company,
where upper management and marketing manager of Morrisons need to properly supervise its
various marketing operations. The management has required avoid those attempts in its daily
operations which can negatively influence progress of Morrisons.
KPI (Key Performance Indicator)
The marketing manager at Morrisons need to use KIP (key performance indicator) tool
as well. There are KPI will support to marketing team to analyse existing performance of its
marketing operations.
CONCLUSION
It can be concluded that top-level management of Morrisons should give special
instructions to its market managers for properly implementing this marketing plan within its
marketing operations. This marketing plan will definitely support to Morrisons for increasing its
market share within the UK’s food retail industry. Currently there are high competition within
the UK’s food retail industry, in which upper management is able to gain huge competitive
advantage within this retail industry by implementing this plan.

REFERENCES
Books & Journals
Karn, M. S., and et.al., 2019. RPA Based Digital Marketing Robot.
Kasemsap, K., 2016. Retail marketing strategies and brand management: A global retail industry
perspective. International Journal of Social and Organizational Dynamics in IT
(IJSODIT). 5(2). pp.66-78.
Kasemsap, K., 2018. The roles of corporate marketing strategies and brand management in the
global retail industry. In Digital Marketing and Consumer Engagement: Concepts,
Methodologies, Tools, and Applications. (pp. 294-325). IGI Global.
Kyriakopoulos, K., Hughes, M. and Hughes, P., 2016. The role of marketing resources in radical
innovation activity: antecedents and payoffs. Journal of Product Innovation
Management. 33(4). pp.398-417.
Marasco, A., and et.al., 2018. Exploring the role of next-generation virtual technologies in
destination marketing. Journal of Destination Marketing & Management. 9. pp.138-
148.
Olanrewaju, A. S. T., and et.al., 2018, October. The Influence of Social Media on Entrepreneur
Motivation and Marketing Strategies in a Developing Country. In Conference on e-
Business, e-Services and e-Society. (pp. 355-364). Springer, Cham.
Ozuem, W. ed., 2016. Competitive social media marketing strategies. IGI Global.
Sansone, M., and et.al., 2017. Dynamic capabilities in retailers’ marketing strategies: Defining
an analysis model. Mercati & Competitività.
Taherdangkoo, M., Ghasemi, K. and Beikpour, M., 2017. The role of sustainability environment
in export marketing strategy and performance: a literature review. Environment,
Development and Sustainability. 19(5). pp.1601-1629.
Tong, S., Luo, X. and Xu, B., 2020. Personalized mobile marketing strategies. Journal of the
Academy of Marketing Science. 48(1). pp.64-78.