Marketing Mix Analysis of Competitors for Launching Luxurious Food Products by Morrison

UNIT 2 MARKETING
PROCESS AND PLANNING

TABLE OF CONTENTS
PART 2............................................................................................................................................3
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
P3 Comparing the ways under which different organization adopts the marketing mix in order
to achieve the over all business objectives..................................................................................3
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

PART 2
INTRODUCTION
Process benchmarking refers to the process of focusing on the selected product or product line in
order to increase the effectiveness of that particular product. This process adds glory on the over
all production process of that particular product. It involves adding improvement in the product
after analysing the competitor's strategies. This report will illustrate the marketing mix of two
luxury product food lines that is TESCO and ASDA. These firms are the competitors of the
Morrison. The effective benchmarking analysation of these two firms marketing strategies will
provide the idea of improvement that has to be taken by Morrison in order to increase the
customers share in the market in relation of launching luxurious line of food products.
MAIN BODY
P3 Comparing the ways under which different organization adopts the marketing mix in order to
achieve the over all business objectives
Marketing mix refers to the proper planning all those steps that is related the product, price, place
and promotion. These elements has been considered as the 4PS of the marketing (Thabit, T. and
Raewf, 2018). As Morrison company is planning to launch the luxurious line of food products.
Therefore, it is important to analyse the competitor's marketing strategy. As this helps in getting
the ideas that are needed for the improvement in the products. An effective strategy is needed in
order to maintain the quality of existing product along with launching new product.
4 PS ASDA TESCO
Product The company is providing the
different range of food
products such as drinks, frozen
food, bakery, food cupboards
and groceries. The company is
providing the non-food
products as well.
The firm is ensuring the
varieties of food to their
consumers. This results in
TESCO is ensuring large
number of products to their
customers in the field of food
and non-food as well.
As the analysation is about the
food line production.
Therefore, it has been found
that the company is providing
the different range of food
product (Blut, Teller and Floh,