Comparing Marketing Mix Strategies of Morrison and ASDA

MARKETING ESSENTIAL
ASSIGNMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 2.................................................................................................................................................3
P3- Comparing ways in which different companies apply marketing mix in regard to
marketing planning process to achieve venture objectives.........................................................3
M3- Evaluating different strategies applied by firms.................................................................6
LO 3.................................................................................................................................................6
P4- Producing a basic marketing plan for Marks & Spencer......................................................6
CONCLUSION.............................................................................................................................10
REFERENCES..............................................................................................................................11
BIBLIOGRAPHY.........................................................................................................................12

INTRODUCTION
Marketing refer to set of activities, aims and objectives which a company attempts to
achieve by using effective strategies. In term of key element, marketing help to gain competitive
advantages and increased profitability of organizations. The current assignment will be based on
Morrison's, which falls under list of leading supermarket in the UK. The study will define
comparison between two companies based on implication of marketing mix and will also justify
basic marketing plan in regard to chosen firm.
LO 2
P3- Comparing ways in which different companies apply marketing mix in regard to marketing
planning process to achieve venture objectives
Here, marketing mix as strategic model is utilized in context of Morrison and ASDA.
They both used this concept in order to achieve their business objectives.
7Ps Marks & Spencer ASDA
Product In term of product strategy,
M&S focus on covering
products for all age group be it
women, child and men. It
attempts to offer quality items
that help to satisfy consumers
and gain the attention of new,
which is quite beneficial for
organization in term of
increasing sales.
The range of services and
products, which this company
may sell is unique and varied.
In term of goods tactics, firm
focus on improving quality of
items continuously, which is
quite essential. As it help to
increase customer base and
profitability of brand.
Price Marks & Spencer uses
competitive pricing tactic, to
gain competitive edge and
maximize its profits margin,
which is actually important for
its business within retail sector
On the other hand, in order to
retain potential buyers and
attract new, Company used
low pricing strategy which is
one of those key elements that
help to sell bulk of its items in

(Chen and et.al., 2019). As it
support to strengthen its brand
even better than last few years
or months. This strategy allow
company to be competitive for
longer in industry.
market, which in return
increase productivity, sales
and profitability more than
other supermarket brands.
Place In term of distribution
strategy, M&S got more than
1000 outlets operating and
running in more than 50
nations, Its major ventures is
in UK where firm has around
850 stores (The Marketing
Mix, 2021). Its stores are
located at main market where
consumers may easily reach
and buy what they want too.
As a distribution tactic, ASDA
establish its organizational
presence in varied places,
through which company sells
their items and manage
inventory according to buyers
needs. By following an easy
and fresh approach to outlet
formats, it moves to Walmart
style after business acquisition
with key three zones.
Promotion Supermarket seeks to gain
competitive advantages in
term of gaining the attention of
international consumers, for
which it used traditional as
well as digital marketing
sources. It allows firm to reach
at global market easily and
effectively. It also attempts to
align advertisement campaign
with digital advertising and in
store tactic.
While, ASDA uses unique
promotion tactic in term of
offering discounts and
valuable schemes to
customers. It helps firm to gain
varied benefits such as
competitive advantages. It
efforts to launch a new logo
which also play vital role in
product and venture
promotion, in term of catching
eye of new consumers.
People M&S pays specific attention in On the other side, ASDA take