Marketing Intelligence and Competitive Analysis

This assignment involves a comprehensive analysis of marketing intelligence and competitive strategies for Morrisons retail store. The report explores the importance of market research, customer relationship management, and Porter's Five Forces model in achieving higher productivity and profitability. It also highlights potential issues with product delivery and suggests improvements.

MARKETING
INTELLIGENCE

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................2
TASK 1............................................................................................................................................3
1.1 Stages of purchase decision making process....................................................................3
1.2 Theories of buyer behaviour in terms of individuals and markets...................................4
1.3 Factors affecting buyer behaviour....................................................................................4
1.4 Relationship between brand loyalty, corporate image and repeat purchasing.................5
TASK 2............................................................................................................................................6
2.1 Various kinds of market research techniques...................................................................6
2.2 Sources of secondary data to achieve marketing research objectives..............................7
2.3 Validity and reliability of market research findings.........................................................7
2.4 Market research plan to obtain information in a given situation......................................8
TASK 3............................................................................................................................................8
3.1 Assessing market size trends within the market organisation operates in........................8
3.2 Planning and carrying out the competitor analysis...........................................................9
3.3 Evaluating organisation's opportunities and threats for a given product of service.......10
TASK 4..........................................................................................................................................10
4.1 Techniques of assessing customer response and evaluating their effectiveness............10
4.2 Designing a complete customer satisfaction survey.......................................................11
4.3 Review success of completed survey.............................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
Books and Journals...............................................................................................................13

INTRODUCTION
Marketing intelligence can be defined as the kind of research which is based on concept
of marketing to conduct effective and efficient promotional activities. This factor focuses on
consumer behaviour and their buying decisions to know about correct implementation of theories
or scenario of market trends. The survey should be designed to fulfil the needs, wants and
demands of clients to attain their satisfaction as well as loyalty. This report is based on
Morrisons which was found in the year 1899 by William Morrisons as an egg and butter stall in
England. This organisation is listed in London stock exchange as it is a part of FTSE 100 index
of enterprises. This assignment will discuss about buyer behaviour with its influencing factors
and provides information regarding research proposal and market search findings to use it. By
this, it has become easy to make decision of implementation of suitable strategies or policies to
build up promotional activities according to current trends of market (Akar and Topçu, 2011). It
also includes client relationship management to assess various levels of customer satisfaction by
using several developmental business skills.
TASK 1
1.1 Stages of purchase decision making process
Decision making to buy the particular product is based on several factors in respect to
tastes and preferences of clients according to their needs or wants in current trends.
Dimensions of buying behaviour: This can be defined as those elements on which
customer's preferences are based such as their budget of income, quality they want in product,
loyalty for a particular brand, etc.
Situations and kind of purchasing decisions: As per different conditions, the needs of
people will changed and they can buy only those goods or services which can be affordable for
the customers.
Purchase decision making process: There are several steps in making consumer's
decisionto purchasing the specific product are given below:
 Stage 1:- The first step is arises due to sort out problem because of that client needs and
wants should be generated to complete them, it is important to make decision of buying
(Phelan and et. al., 2011).

 Stage 2:- Second step includes to identify number of alternative choices which can fulfil
their demands or preferences.
 Stage 3:- Next step considered the factors related to evaluation of such factors to make
selection of the best one choice.
 Stage4:- After that, it is necessary to implement best choice of alternative to achieve
better output which facilitates better growth of company.
 Stage 5:- At last, it is mandatory to evaluate the whole process in respect to sort out
threats and problems regarding it (Minelli, Chambers and Dhiraj, 2012).
Morrisons have to work on all of the above mentioned factors to understand about
consumer behaviour to apply successfully. It results to boost up productivity and profitability.
1.2 Theories of buyer behaviour in terms of individuals and markets
There are various theories which indicates about to understand purchasing behaviour of
people as well as the market trends or scenarios. Due to this organisation will able to implement
innovative models or theories to fulfil customer's demand or preference and balance its position
in current market condition.
Generic theory of buying decisions: Most of the times, people used to follow this model
to make buying decision. In general, people are forced to make purchasing determination
regarding their daily needs or wants.
Stimulus response model: This factor considers the marketing and other stimuli enters
customers in “Black Box” for collecting information about several responses. These responses
must be included to work on the same which facilitates to complete their needs or expectations as
well.
Diffusion and innovation: This includes the diffusion of innovation theory in which it is
mentioned that an idea or product attains momentum and diffuse through particular social factor
or population. Adoption should be considered to purchase a new product for completing the
same desires (Sigala, Christou and Gretzel, 2012).
The enterprise named Morrisons has to use all above mentioned factors to improve their
skills of knowing about needs and desires of customers by implementing certain theories or
models.
1.3 Factors affecting buyer behaviour

There are many kinds of factors related to personal beliefs, needs, views or some cultural
aspects which play an important role to make any decision of purchasing regarding specific
product or service. Some of the factors are as follows: Sociological factors: - The situation of society or its belief or rules are essential to be
considered while doing anything. Because if people are living in particular social group,
then they have to follow its rules so that not to hurt anyone socially. Same thing will be
implement to buyer's decisions for any type of product or services as well (Reza Jalilvand
and Samiei, 2012).
 Economic factors: - This element of economy is just about money that how much strong
is the budget of customers. Because a person can buy only such products which are
affordable as per their budget of income. Psychological factors: - People used to purchase many things regarding their choices and
beliefs of their mind set ups. But sometimes, marketers of company or known people
motivate to buy the particular thing as per their satisfaction.
 Lifestyle factor: - People want to get themselves up to date according to current trends of
market. It also includes that an element of followers to some ideal celebrity as per their
favourities so that it is an essential factors of buying decisions.
Morrisons have to know about all the above considered components to modify their
products and services by implementing innovative strategies or technologies to fulfil
expectations of clients.
1.4 Relationship between brand loyalty, corporate image and repeat purchasing
There is a deep connection between brand loyalty, corporate image and repeat
purchasing. This can be considered as that, consumer satisfaction for a specific product
facilitates the repeat purchasing of the same. Hence, it results to attain brand loyalty of customers
and then it helps in maintaining or improving the corporate image of particular organisation.
Morrisons is also needed to apply such modifications by some effective strategies or
technologies to make its products or services more profitable. Because of this, the firm can
achieve better feedbacks for experience of using goods and it results in repeat buying of the
same. The fact is, if the enterprise is able to attain brand loyalty of customers or positive
response towards the product helps in attracting and retaining their clients. This aspect can

support to gain or boost up the goodwill or make a strong position of brand in market
competition in front of various competitors. Brand loyalty: - This can be considered as to gain trust factor of people by which they
only want to buy a specific product as per its long term satisfaction. Repeat purchase:- First time use of any product force the client to buy that specific brand
again and again because only that can fulfil their expectations more effectively.
 Company image: - It can be built by attracting and retaining the loyal customers because
it will helps in attaining better productivity and profitability to make its strong position in
market competition as per current trends.
TASK 2
2.1 Various kinds of market research techniques
There are several kinds of methods which can be utilised to conduct market research
more effective to facilitate the manufacturing of efficient products to attain better satisfaction of
clients. Role and importance of market research is to identify taste and preferences of customers
to gain improvement in goodwill as well as attract new clients by solving issues or gain
objectives as well(Zhou and Li, 2012). Several techniques must be used by Morrisons to improve
its quality and marketing activities are given below:
Primary research technique: This can be refers to include direct methods which
includes interaction with clients to know about their choices or desires. This basically considers
effective questionnaires, surveys, focus groups etc. which are explained below: Focus groups: - It can be included a group of people present in conference rooms and
ask them, several questions to fulfil developmental factors as well. Surveys and questionnaires: - This is based on various kind of forms, questionnaires,
client satisfaction or interview cards. It will results to know about requirement of
implementation of certain changes or modifications.
 In-Depth Interviews: - These interviews should be done individually with target
audience to know about their expectations or desires for making more effective products.
Secondary research technique: This is known as readymade data for conducting
research of market. It considers internal and external sources are as follows:

 Internal sources: - This kind of data can be explained as already maintained information
by the specific firm about their business like balance sheets, profit and loss statements,
inventory records, sales figures etc.
 External resources: - These resources are borrowed from the outside records of firm like
internet source, government aspects, universities and colleges, competitor's data.
2.2 Sources of secondary data to achieve marketing research objectives
The sources of secondary data can be utilised by the organisation to solve the problems or
issues regarding their previous experience as per feedbacks. By this, Morrisons can implement
correct and appropriate modifications in their strategies or techniques for marketing aspects. This
will make it more effective or efficient to complete expectations of people and attain better
productivity or profitability.
Stages of market research process Objectives: - It is necessary to set all the goals and targets to be fulfilled by researches
should be calculated to conduct it correctly. Data collection: - According to objectives, it is mandatory to collect right records for
research aspect to complete it properly. Study and analyse: - The collected records should be studied thoroughly to make
determination about appropriate decisions to be implemented in marketing factors. Make decisions: - After analysing the facts from the data collected. It is essential to make
proper determination to make more effective changes in an organisation.
 Evaluation: - the whole process must be re-checked to identify threats of it for solving at
right time to make it more efficient.
The organisations can conduct various kind research to fulfil their desired aspects by
qualitative and quantitative methods, face to face interviews, focus group technique, surveys,
interpretation of data, record mining technique etc. These all factors are useful to conduct an
effective or efficient research to make correct decision of applying proper changes or
modifications as per desires of the company.

2.3 Validity and reliability of market research findings
The research for desired factors should be based on real facts and figures so that the
findings have appropriate validity and reliability. Because the determinations make through these
researches have positive or negative impact on firm's productivity.
Sampling process: This element should be applied for determination that how much
suitable is will be the procedure to conduct research for specific goal.
Sample size: This component have an important role to implement right kind of
modification in an organisation to have better profits.
Validity: The objectives should be appropriate for having better decisions to improve
successful changes in technology or activities.
All the above mentioned criteria have to utilise or apply by properly by Morrisons to
maintain its goodwill in market and they fulfil the expectations or desires of their regular or loyal
clients.
2.4 Market research plan to obtain information in a given situation
There are various aspects which have to include in preparation of an effective marketing
research plan to gain knowledge about situational desires to be completed by the organisations.
The Morrisons have to follow several steps to build an effective and efficient planning to do
market researches.
 Purpose:- The firms have to first identify the purpose of conducting research because if
they know about cause of problem clearly then only it may possible to solve them with
correct methods.
 Marketing environment: - It is important to know about client preferences but at the
same time it will become more essential to know about strategies of competitors as well
as market scenario of chang8ing trends respectively.
 Primary and secondary: - There is two types’ of data which is used to analyse to make
proper decisions. Primary data includes focus groups, customer's satisfaction, interviews,
surveys etc. And secondary one considers internet search, publications, previous records
of firm etc.
 Methodology: - The method or technique of organising research aspects have an essential
role to make more proper decision of implementation.

 Implementation:- The suitable method or technique should be applied effectively and
efficiently to attain the desired targets.
Evaluation:- Various aspects of planning must be re-checked to identify the negative
impacts and try to minimize or solve them.
TASK 3
3.1 Assessing market size trends within the market organisation operates in
Market trend analysis is important to maintain the firm’s aspects as per the same because
new trends have many innovative opportunities to grab as well as challenges to reduce their
negative impacts(Porter's Five Forces model, 2011).
(Source: Larson, 2011)
Illustration 1: Porter's Five competitive Forces

 Customer survey: - The taste or desires of customers need to be understand by various
kind of techniques so that it will make easy to improve the quantities and qualities of
their marketing aspects. Forecast future demand: - Several kind of call centres are established by many firms to
ask clients directly on phone call about their experiences, expectations, demands etc. to
know determine the methods by which they can boost up productivity and profitability. Competitor analysis: - Besides of consumer's taste, it is also mandatory to know about
new and effective strategies of competitor firms so that they can take suitable steps
against it (Crouch and Housden, 2012). This will facilitates in retaining customers and
maintain the image of organisation in market trends.
 Growth and innovation: - the firms have to implement various factors due to changing
trends of market in respect of methods and products manufactured by them.
3.2 Planning and carrying out the competitor analysis
Planning and conducting the analysis of competitors is important to apply suitable
methods of marketing, technology if daily working etc. Morrisons have to study about its
competitors by application of porter's 5 forces model. Threat of new entrants: - If the task is to introduce something new in market then it is
considered to investment of large amount of capital. It also bears risk because it is totally
new concept for people and it takes time to adopt mew things because they become
habitual of previous ones. Competitive rivalry:- It is well known that already existing competitors have better
strategies to make its goods and services stronger so that the firm have to take care of all
this. Bargaining power of suppliers: - The suppliers should be controlled regarding their rate
of services to maintain balance between cost of manufacturing and profit margin. Bargaining power of buyer's:- Clients become more powerful in respect of bargaining
power because of having several choices of alternative to purchase their desired products.
 Threat of substitute: - They have to take care of strategies used by firms who
manufactures similar products then it is essential to make better techniques to maintain
image of firm in market.

3.3 Evaluating organisation's opportunities and threats for a given product of service
There are various kind of opportunities to grab them at right time for achieve better
profits and threats which are needed to be solved for avoiding loss. Morrisons also has several
positive and negative points.
SWOT Analysis of Morrisons
Strength: They already have good market share and have that power to enhance its brand
image stronger in market competition (Loshin, 2012).
Weakness: It is large scale firm then implementation of new innovations will more risky
for them if it will not controlled in respect of its impacts.
Opportunities Threats
 Morrisons have to increase its
performance in those areas which is out
of reach and there is lots of scope.
 They can implement various kind
trendy strategies to make attractive
services which results in increasing
profits and grab more market era.
 They need to try for reducing the cost
of fuel by using ozone-friendly vehicles
for distribution.
 If a firm want to apply some changes
then it has some challenges also then it
is essential to take care of them to avoid
loss or threats regarding it.
TASK 4
4.1 Techniques of assessing customer response and evaluating their effectiveness
Several methods are there to evaluate the client response as per their experience of using
particular product or service. Morrisons can apply various techniques to assess stimuli of
customers to fulfil their demands and preferences as well. For doing this, the organisations have
to organise or conduct different types of customer’s surveys which are given below: In-App Survey:- This aspect can be done through generating a feedback page on the
websites of particular firm top know about experiences as well as demands of people as
per their expectations. This may help to fulfil their preferences or desires more
effectively.

 Post service survey:- this kind of research are preferred to do after distribution of goods
to clients and then ask them about feedbacks of using it and take suggestions to improve
it for completing client expectations to make them loyal for brand.
 Email surveys: - This can be considered as an effective tool for collect information about
experience of using goods and ask for desired features they want to add on.
4.2 Designing a complete customer satisfaction survey
It is necessary to prepare a questionnaire for survey of customer satisfaction in respect to
know about the expectations and threats of goods or services provided by Morrisons.
Questionnaire
 Does the stores of firm have better collection of products as per update trends?
 Does the products have good Quality and features as per desires?
 Any suggestions to add on new features or feedbacks to improve?
 Does the experience of using product is satisfactory or not?
 Issues felt by using the products which are need to be improved?
4.3 Review success of completed survey
Morrisons have to evaluate the effects of customer satisfaction survey by questionnaires
to know about the feedbacks and suggestions of clients and it facilitates to know the success of
product to make it more effectively adopted by people to grab large market area.
Q1).Does the stores of firm have better
collection of products as per update trends?
Yes 30
No 20
Q2). Does the products have good Quality and
features as per desires?
Yes 35
No 15

Q3).Any suggestions to add on new features or
feedbacks to improve?
Yes 40
No 10
Q4).Does the experience of using product is
satisfactory or not?
Yes 38
No 12
Q5).Issues felt by using the products which are
need to be improved?
Yes 15
No 35
Data Interpretation
Q1).Does the stores of firm have better
collection of products as per update trends?
Yes 30
No 20

Findings - The retail store of Morrisons have good quality of products and the
improvement should be done for maintain stock up date in respect of current trends. As per
above discussion 30 clients said that collection is good but 20 people are not in favour of this.
Q2). Does the products have good Quality and
features as per desires?
Yes 35
No 15
Yes No
0
5
10
15
20
25
30
Column B

Findings- The goods and services provided by Morrisons have awesome feature but it
can enhance its quality by applying trendy aspects in it which will be more preferable by
people. From the above explanation, 35 customers agree that quality is good but 15 are not
agreed with quality of products.
Q3).Any suggestions to add on new features or
feedbacks to improve?
Yes 40
No 10
Yes No
0
5
10
15
20
25
30
35

Findings- The firms need to implement various aspects in respect to changing trends because
people like to purchase trendy products only. According to above data, 40 clients are in favour
in trends but 10 are not.
Q4).Does the experience of using product is
satisfactory or not?
Yes 38
No 12
Yes No
0
5
10
15
20
25
30
35
40

Findings- The organisation of Morrisons provides better quality services through its
products which are very good and people like it very much. As per above discussion, it is can
considered that 38 clients are satisfied and 12 are not with use of products.
Q5).Issues felt by using the products which are
need to be improved?
Yes 15
No 35
Yes No
0
5
10
15
20
25
30
35
40

Findings- As such, there is no issue but sometimes they deliver wrong kind of goods so
that it consumes time. Hence, they have make sure to render right products. According to
above data, it can concluded that 15 clients have issues with products but rest of 35 don't have
any problem.
CONCLUSION
This report has concluded that marketing intelligence is an important aspect of any firm
which is needed to be conducted. For this, it has been assessed that they can adopt suitable
method of marketing activities to achieve better profits. Also, it can be articulated that market
research should be done to know about the expectations and issues of customers to complete all
aspects. This will lead to maintain a strong customer relationship management in a better way to
attain higher productivity and profitability.
Yes No
0
5
10
15
20
25
30
35