Marketing Processes and Planning for Morrisons: A Comprehensive Guide

This report covers the concept of marketing, marketing operations, and the different areas and roles of marketing. It also compares the ways different organisations apply marketing mix to the marketing planning process to achieve business objectives. A marketing plan and media plan are developed for Morrisons. The report includes a SWOT analysis and SMART objectives.

Marketing Processes and
Planning

Table of Contents
INTRODUCTION...........................................................................................................................4
P1 Explain the concept of marketing and marketing operations including the different areas
and role of marketing..............................................................................................................4
P2 Explain how the marketing function relates to the wider organisational context.............5
TASK2 ............................................................................................................................................7
P3 Compare the ways different organisations apply marketing mix to the marketing planning
process to achieve business objectives...................................................................................7
TASK3...........................................................................................................................................10
P4 Develop a marketing plan...............................................................................................10
P5 Produce a media plan......................................................................................................13
CONCLUSION .............................................................................................................................14
REFERENCE.................................................................................................................................15

INTRODUCTION
Marketing is referred as the activities and actions that are undertake by organisation for
the purpose of promoting organisational products and services in specific market place.
Organisations develop marketing plan as well as process in order to influence customers for
purchasing organisational products that enhances sales as well as profitability ratio. In this report
chosen organisation is Morrisons which was established in the year of 1899 by William
Morrisons headquarter situated in Bradford, UK. Morrisons is the fourth largest supermarket
chain of United Kingdom. Organisation deals in variety of products such as clothing, food and
drinks, books and various others. In this report concept of marketing as well as its operations,
roles and areas are covered. There is marketing functions and marketing operations mentioned in
the context of different organisations. Along with that marketing plan as well as media plan is
mentioned in this project report.
TASK1
P1 Explain the concept of marketing and marketing operations including the different areas and
role of marketing
Concept of marketing: Marketing is considered as the business activity which is used by
the organisations for the purpose of spreading awareness regarding organisational products and
services and influence them to purchase products. Marketing enable business to promote its
products and services in market. There is various concepts are included in marketing such as
identifying market demand, current trends, customers needs, demands and preferences that
enable organisation to increase sales, profitability to gain competitive advantages over other
competitors (Abbasi, 2018). Effective marketing in important for Morrisons to gain deep insight
in terms of competitive conditions as well as help to analyse marketing gaps and opportunities
that enable organisation to attain determined goals and objectives in efficient manner.
Marketing operations: Marketing operations are considered as the broad term that
explained different marketing functions which are relates to process, technology and people that
helps marketing team to conduct all operations in efficient manner. Marketing operations consist
various activities like overseeing market conditions, business marketing planning and
effectiveness of organisational marketing campaigns (Al-Surmi, Cao and Duan, 2020).

Morrisons conducts different marketing operations to attract potential customers and enhance
organisational sales and profitability ratio.
Roles and responsibilities of marketing:
Marketing is essential business function that enable organisation to enhance
organisational sales and provide required products and services to customers that retain them
with organisation for longer period of time. There is different mass communication tools are
used by the organisation such as promotions, event marketing and various others. Some roles and
responsibilities of marketing are mentioned below:
Assess customers requirements: Marketing is the activity that enable organisation to
identify needs, demands, attitude and preferences of customers. There is online marketing
campaigns are conducted by the Morrisons to access customers requirements and current
marketing trends to provide required products and services to customers. It helps organisation to
attain higher sales and profitability ratio.
Help in business growth and development: Marketing enables Morrisons to survive in
competitive business environment and lead business towards attaining the objective of growth
and development through understanding needs and demands of customers (Chang, Wang and
Arnett, 2018). By conducting marketing operations, respective organisation attain higher market
share and maintains strong image in marketplace.
Face competition: Marketing activities help Morrisons to keep with current trends,
analyse market demand and face intense market competition through take effective decisions.
Respective organisation conduct training programme for its employees that enable them to
handle all critical situation that are raised in marketing operations. Effective marketing actions
enable business to gain competitive advantages over other competitors.
P2 Explain how the marketing function relates to the wider organisational context
In organisation various organisations are working together to run business operations in
efficient manner and attain determined goals and objectives. Morrisons conduct its operations
through different department like human resource, operations, marketing and IT department that
are related to each other. Interrelation of these departments are mentioned below:
Marketing and finance: Marketing operations are interlinked with the operations of
finance because financial department of organisation provides budget as well as required finance
to marketing department to carry different marketing activities and campaign (Graenu, 2019).

Finance department also prepare salary slip for marketing department employees. Financial
department provides information to marketing department regarding organisational financial
positioning and effectiveness of marketing campaign.
Marketing and human resource: Human resource department is responsible for
recruiting appropriate employees for organisation as well as develop HR policies that enable
business to attain determined goals and objectives. HR department help marketing department to
appoint suitable candidates with having specific qualities and skills. HR department of Morrisons
ensures that proper training and development programmes are conducted for marketing
employees so they can perform their operations with effectiveness. Both of departments are
interrelated and support each other activities (Grubor and Jakša, 2018). Organisational HR
department provides feedback regarding marketing employees and ensures that employees work
in favourable conditions.
Marketing and production/ operation department: Organisational production
department perform various activities which are related to producing organisational products and
services. Marketing department of Morrisons linked with organisational production department
because marketing department provides related information related to marketing trend and
customers needs to operations department that enable them to produce products and services
accordingly that satisfy customers.
Marketing and customer service department: Customer service department is related to
resolve customers problems related to organisational products. Marketing department and
customer service department are interrelated and work together for access customers needs and
demands as well as satisfy them with organisational offerings. Customer service of Morrisons
provides feedbacks of customers related to products that help marketing department to make
changes in products as per the needs and demands of customers. Ultimate purpose of both
department is to develop strong relationships with customers in order to retain them with
organisation.
As all department of organisation such as finance, customer service, finance are
interrelated with marketing department. Interrelation in these department help business to attain
organisational determined goals, visions, missions and objectives (Hagen, Zucchella and Ghauri,
2019). Vision of Morrisons is to become leading supermarket as well as retain potential

customers through provide them quality products and services. Marketing department of
Morrisons accomplish defined objectives on time with efficiency.
TASK2
P3 Compare the ways different organisations apply marketing mix to the marketing planning
process to achieve business objectives
Marketing mix is defined ad the fundamental of marketing which is used by marketing
managers to access current situations of market than develop organisational marketing plan
accordingly that enable business to gain competitive advantages. In marketing mix various
factors are included such as product, price, place, promotion, process, people and physical
evidence. It is applied in every organisation in different manner in marketing planning for the
purpose of attaining objectives with efficiency. Comparison between Morrisons and Tesco in the
context of marketing mix are mentioned below:
Marketing mix Morrisons Tesco
Products Morrisons is the supermarket chain in
UK that provides range of products
and services to its customers such as
clothings, home ware, food and
drinks and others. Respective
organisation emphasis on providing
quality product at affordable prices.
Tesco is the leading retailing
organisation that carious products
through number of stores situated in
various countries. Respective
organisation provides bakery foods
products, sports and leisure products.
Frozen products, clothing, beauty as
well as helps products under its own
label.
Price Morrisons concentrated on providing
quality products at reasonable prices.
Respective organisation make various
efforts to ensure that prices will not
become the cause of switching
customers (Hole, Pawar and Bhaskar,
Tesco offers products at affordable
prices that attract large customers.
Organisation uses economies of scale
as well as choose suitable
procurement in order to set low
pieces of products. Tesco cut

2018). Morrisons adopt different
pricing strategies such as bundle
pricing and promotional pricing.
Organisational also consider some
factors such as quality of products,
demand of market and ease of
customers in the process of setting
product prices.
promotional expenses to reduce
organisational product prices.
Place Morrisons provides its products and
services through 660 physical stores
as well and through online websites.
As respective organisation has wide
geographical presence that helps
organisation to provide its products to
wide customer base. Morrisons
contains one national as well as seven
regional distribution centres.
Tesco offers range of its products to
its customers through 7000 stores
across national boundaries. These
stores and classified in Tesco Metro,
Tesco Express, Tesco Superstore
which are involved in selling
groceries and non-food items to
customers. Online shopping and
websites also used by organisation to
provide its products to customers.
Promotion There is different types of
promotional strategies are use by
Morrisons to promote products and
service in market and attract large
number of customer base. Respective
organisation uses social media
marketing platform for the purpose of
spreading information related to
products in market. Sales promotion
and personal promotions also other
methods that are used by organisation
to promote their products.
Whereas Tesco possess effective and
strong brand image in market due to
its lower prices. Organisation uses
various methods to promote
organisational products such as
television advertisements, hoardings
as well as promotional discounts and
offers that helps business to improve
sales (Kuchta, 2020). Social media
campaigns also used by organisation
to spread information regarding
products.

Process Morrisons performs different
operational process that makes
organisation that facilitates
organisation to become compatible in
proposed retailing sector. Respective
organisation focus on improving its
logistics as well as supply chain that
helps organisation to make all
products available in stores.
Organisation contains capable online
delivery process as well as range of
technological gadgets that helps
business to run process in efficient
manner.
Tesco adopts structured and well-
defined process that help business to
ensure smoother running of business
operations. Respective organisation
uses flexible process that help
business to reduce the level of
deviation within organisation.
Various modes of online delivery are
implemented by the organisation that
enable business to improve
organisational performance.
People Morrisons focus on its customers as
well as employees and improve their
satisfaction level within organisation.
Respective organisation emphasis on
recruiting talented and skilled
employees then provide them training
and development opportunities that
enable them to perform with
efficiency to attain determined goals
and objectives. 110,000 employees
are engaged with organisation. It
helps business to enhance employee
loyalty and engagement with
organisation.
Whereas Tesco recruit skills and
capable employees through
systematic and structured selection
process. In Tesco around 4,00,0000
employees are working with
organisation who perform their
operations with efficiency and
contribute in attaining organisational
goals. Respective organisation
provides proper assistance as well as
support to its employees that enable
them to work in right direction.
Physical
evidence
Morrisons is the supermarket that
concentrates on products packaging
Physical evidence are defined as the
proof of organisational authentic

to improve its visibility. Respective
organisation develops various
customer-friendly websites that
enable customers to gain
organisational products everywhere
(Moisander, Närvänen and Valtonen,
2020). Organisation provides its
products through stores in different
place that contains various physical
items that provides surety to
customers regarding existence of
organisation.
products that are offered to
customers. Equipments, logos, labels
and physical evidences of Tesco that
help customers to identify
organisation over other competitors.
Sores, furniture and other items are
the physical evidences that are exist
in organisational premises.
TASK3
P4 Develop a marketing plan
Mission of Morrisons
Morrisons mission is to utilise experience as well as innovative designs for the purpose of
provide responsive and flexible solutions to the packaging industry. Other mission of respective
organisation is to provide quality products and services to customers at affordable prices that
help business to retain potential customers with organisation. Morrisons want to become leading
supermarket through attaining higher market share.
SMART objectives:
 To increase sales of organisation by 20%
 To increase business revenue by 15% in a period of one year To expand product portfolio in order to attract large number of customers
Corporate level strategies of Morrisons:
 Morrisons corporate level strategy is to allocate all organisational resources at all
hierarchical level of business that enable business to run its operation in efficient manner.
 Hierarchical business structure is adopted by the organisation that helps leaders of
organisation to communicate all information regarding policies and strategies efficient
that improves business performance level (Mokliak, Hyrka,and Myronenko, 2019).

 Corporate strategy of Morrisons is to strengthening organisational brand image through
provide quality products to customers.
Situational analysis:
SWOT analysis:
SWOT analysis is the strategic framework which is used by the Morrisons to analyse strengths,
weaknesses, opportunities and threats that help in taking efficient decisions.
Strengths:
 Morrisons contains effective supply chain and distribution network that strengthen
business performance. Organisation also provides range of products such as food,
clothing, beverages and various other. Morrison has 13,000 skills and capable employees that helps business to attain
determined goals and objectives.
Weaknesses:
 Limited geographical reach as compared to other brand is the weakness of Morrisons. Issues related to farmers impacts organisational brand image.
Opportunities:
 International expansion provides various opportunities to Morrisons to explore
operations in international boundaries. Increment in demand of organic products provides opportunities to business improve
sales.
Threats:
 Regular changes in government policies and taxation rates create threat for business
through bring uncertainty (Pažėraitė and Gedvilaitė, 2018). Intense competition from well-known brands such as Tesco, Sainsbury and other brands
that impacts organisational performance.
Pestle analysis:
Pestle analysis is the strategic framework used by Morrisons to evaluate external factors
that impacts business performance and functionality in positive as well as negative manner.
Political factor: Changes in political situation, governance system, trade restrictions and
fiscal policies are some political factors that impacts business operations so, respective
organisation analyse them and take decisions accordingly.

Economic factor: In economic factors various aspects such as higher inflation rate,
interest rate and economic growth pattern that impacts Morrisons performance and efficiency.
Social factor: Rapid changes in consumers behaviour, societal norms, demographics and
cultural factors impacts on Morrisons performance. So respective organisation analyse these
factors and provides products and services according to requirement.
Technological factor: There is latest technologies and innovations are adopted by
organisation that improve business performance. Social media marketing and online shopping is
used by organisation to that enable business to reach wide customer base.
legal factor: There is regular changes are happened in employment laws, health and
safety laws, consumer protection laws that impacts business functionality. Morrisons considered
these laws and regulations in operations that enable business to attain determined objectives with
efficiency.
Environmental factor: Morrisons uses various environment-friendly practices and
strategies such as waste management process as well as environment related rules that enable
business to attain sustainable competitive advantages then other competitors.
Competitor analysis:
Competitive analysis is considered as the planning which is used by organisation to
research major competitors for the purpose of gaining depth insight through identifying their
products, services, pricing as well as marketing strategies (Pedko and Hordiienko, 2019).
Morrisons faces intense competition from Tesco, Alsi, Sainsbury and other brands so
organisation assess their unique value proposition and adopt them in own strategies as well as to
gain competitive advantages.
Marketing strategies: Products: Morrisons products and services to its customers such as clothings, home ware,
food and drinks and others. Price: Morrisons adopt different pricing strategies such as bundle pricing and
promotional pricing. Place: Morrisons provides its products and services through 660 physical stores as well
and through online websites.

 Promotion: Respective organisation uses social media marketing platform for the
purpose of spreading information related to products in market (Pysarenko, Bagorka and
Dorofyeyev, 2018). Process: Morrisons performs different operational process that makes organisation that
facilitates organisation to become compatible in proposed retailing sector. People: Respective organisation emphasis on recruiting talented and skilled employees
then provide them training and development opportunities. Physical evidence: Organisation provides its products through stores in different place
that contains various physical items that provides surety to customers regarding existence
of organisation
Monitoring and measurement actions:
Morrisons uses various measurement and monitoring techniques for the performance on
evaluating business performance and efficiency. Benchmarking, Consumer life time value and
return on investment marketing is used by respective organisation measure its performance and
ensure that business operations are running on right track.
P5 Produce a media plan
A media budget
Marketing activities Expenses (In Euros)
Marketing research 2500
Owned media (Blogs) 2000
Video advertisement (You Tube) 1500
Social media marketing ( Facebook) 1000
Recruitment (Full-time) 1500
Recommendations and rationale for selected and integrated multi-media activities
There is different media platforms are used by Morrisons for the purpose of promoting
organisational products and services in market. It enable business to attain determined marketing
goals and objectives in efficient manner. Respective organisation also uses multi-media activities

that enable business gain sustainable competitive advantages. Some reconsiderations on multi-
media activities are mentioned below:
 It is recommended to Morrisons to use video advertisement platform to promote
organisational products and services to customers. You-Tube is mostly used by
organisation because it has higher of users . It helps business to make direct connection
with customers and influence them to purchase organisational products and services
(Wall-Reinius, Ioannides, and Zampoukos, 2017). Morrisons is recommended to use social media marketing platform that enable
organisation to connect with large number of customers, increase business sales and
create high website traffic. Facebook is the application which is used by Morrisons to
promote its products and services to customers.
Appropriate digital, offline and social media channels for communication
Some channels of communication are mentioned below: Digital channel: In digital communication platforms are defined as the platform in which
organisation promotes it products through the use of internet. Morrisons uses search
engine marketing, display marketing and email marketing. Display advertising is most
suitable due to attracting large number of customer base through displaying quality of
products. Offline channel: Offline media channels of communication includes radio, television
pamphlets, advertisement, as well as print media. Television media is most appropriate to
cover higher market share. Social media channel: Social media platform includes Facebook, YouTube, Snap chat,
and whatsapp and facebook messenger. Morrisons uses YouTube channel because if
having higher followers.
Multi-media plan based on quantitative and qualitative criteria
Multi-media plan is referred as the marketing strategy that facilitates organisation to
promote brand through using one or more media channels. It is related to incorporation of
different social media campaigns, television advertisements, print media advertisements, and
online platform of advertisement in order to convey cohesive and concise message to customers.
It enables business to gather qualitative and quantitative customer related information that help

to develop products accordingly as well as retain potential customers. These are the criteria that
helps business to develop effective strategies and run business in right direction.
CONCLUSION
As per above report, it can be concluded that marketing is the important function of
organisation that help business to spread information related to products for the purpose of
attracting large customer base. In organisation various functions are operated that interlinked
with each other and help business to attain determined goals and objectives. To sustain in
competitive business environment, organisations develop marketing plan that provides direction
to employees and help to gain high market share.

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