Marketing Process and Planning for Morrison: A Detailed Analysis

Marketing process and
planning

Table of Contents
INTRODUCTION ..........................................................................................................................3
Explanation of the concept of marketing and the description of the roles of marketing function
in Morrison :................................................................................................................................3
An analysis of how the marketing function works and interacts with other departments of
business :.....................................................................................................................................5
P3 Marketing mix applied on different organisations to achieve business objectives :- ...........6
TASK 2............................................................................................................................................9
Develop a marketing plan that includes key elements of marketing planning for an
organisation to achieve marketing objectives :-..........................................................................9
Produce a media plan that includes recommendations and rationale for selected media
activities that meet budgetary requirements and objectives of a marketing campaign brief :. .11
CONCLUSION .............................................................................................................................13
REFERENCES:.............................................................................................................................14
Books and Journals:..................................................................................................................14

INTRODUCTION
Marketing process is an essential process for a business entity for gaining a strong
presence in the market. It is consisted of all the activities and strategies that an organisation uses
to sell its products or services. There are different types of functions involved in the marketing
process such as – distribution of the goods, promoting and raising brand awareness and analysing
the needs of the people in the market. Its provides a company with a competitive advantage over
other competitors and sustainability to make its process strong in the long run. The following
report is based on the detailed analysis of the term marketing with different parts that are
involved in its process and measures that taken in its planning (Palmatier and Crecelius, 2019).
The chosen company for the following report is Morrison which is a leading supermarket chain
in the world. It deals in vast product line which are consisted of large variety of food, drinks,
clothings and some home wear related products. The company was founded in 1899 by William
Morrison and started as an small stall in Raw son market, Bradford, England. Now the company
is the fourth largest supermarket chain in UK with around 492 stores. The report is divided into 2
part fro clear understanding which are further divided into small and brief topics. It starts with
the analysation of the role of marketing with its relation to other business units. It then compares
some ways in which companies use elements of marketing mix. A marketing plan is then
produced according to the objectives on the organisation. At last of the report it provides a media
plan to support marketing campaign.
Explanation of the concept of marketing and the description of the roles of marketing function in
Morrison :
Marketing is basically the activity of stimulating demand of a product or service from the
market. For creating the most effective impact, the department uses certain different types of
activities such as selection of target consumers, selection of modes and attributes,
communicating , promoting and distribution of the related products / services. Morrison uses
many ways and techniques for marketing and capturing the market. Morrison is one of the
biggest supermarket company in UK with over 110000 working employees in its diversified
stores all over the world. Due to the large presence, the company needs to consider the attributes
and ways of marketing that can help in attracting the customers and worldwide and not

negatively impact on any group of people or particular society. It has used the marketing
function so effectively that it has proved to be one of the main reasons of its success. Marketing
is so important for the company that it considers the activity as its voice though which the brand
itself communicate with the people. It works in enhancing its reputation through several
marketing techniques such as through social media, implementing attractive price plans and
building a deep understanding of the demands of its target customers. Several roles of marketing
department in context of Morrison are as follows :
 Finance – A marketing department needs to consider the factor of finance or money to
get the availability of funds which it can use for the marketing related activities. This can
be according to the monetary resources availability and plans of the business entity.
Morrison's marketing department focuses more on researching the market and
promotional related activities (Cornwell and Kwon 2020). It gets provided with a large
budget for these activities and aims to increase the output lastly though them.
 Market information – The collection of market information is very important to
understand the preference and needs of people. Morrison take it seriously and the study
of its marketing employees comprises of the changing needs of consumers, trends of
market, changing and building of strategies according to the related function. The
measures and activities taken totally depend on the information collected though market.
 Designing of product / service – The marketing team of the related company work in
developing and evolving of its products according to the demands of the consumers. It
also involves the building or selling of any new type of product which was not included
in its product line before. The preference and wants of the consumers are porivded to the
company's production department for development.
 After sales service – The related department or team of the company also offers its
customers with some after sales services. This help in building the loyalty from the
customers. Exchange of the sold products is used as the after sales service by Morrison's
related department.
 Supply chain development – Employees in the marketing department of Morrison are
also responsible for making the products delivered to the customers. Fro this, they work
in building and management of the supply chains that used for delivering the products to
the end consumers. The evolving of world towards preferring online platforms for