Morrison's Marketing Strategy Analysis

This assignment analyzes Morrison's marketing strategy, specifically examining their use of behavioral segmentation to target consumers based on factors such as taste, preferences, and lifestyle. It delves into how Morrison develops its operations based on these criteria and explores the elements of their marketing mix. The report also emphasizes the importance of a systematic approach in implementing marketing activities.

MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
DESCRIPTION OF THE SEGMENTATION................................................................................1
a. One specific consumer segment for the product.....................................................................1
About company...........................................................................................................................2
b. Characteristics of the chosen segment....................................................................................2
c. Marketing mix that reflect to the characteristics of the selected segment...............................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing is very important concept that assists to determine successful operations at
workplace. It covers different functions and operations to make successful results in the business
such as advertisement, public relation, etc. (Ramanathan, Ramanathan and Parrott, 2017). In this
context, present report based on the Morrison which is the retail sector enterprise in UK market.
They are providing several kinds of products and services such as food, drink, etc. In order to
gain the insight information about company, the report covers specific consumer segmentation
for the products and services. Furthermore, it includes characteristics for the selected segment
that assists to develop results in the market.
DESCRIPTION OF THE SEGMENTATION
Market segmentation is the important tool that divide market in different parameter on
the basis of geographical, demographical, psychological and behavioural segmentation. This
kind of segment assists to create distribution and marketing department to sales products and
services in the different areas of the world (Pousttchi and Hufenbach, 2014). Morrison
demonstrates behavioural segmentation which is based on the behaviour, nature and attitude of
customers. The company has assessed the choice of customers which based on the customer
database and survey. It has been identified that purchasing behaviour of customer of chosen
enterprise develop in finer foods, healthy foods, etc. Therefore, the company operated their
functions on the basis of new range of products.
a. One specific consumer segment for the product
Marketing mix is the important element for the Morrison to put up the right products and
services at the competitive price. Market segment is the important tool that assists to put products
and services to the right targeted customers through segment on the basis of taste, style, needs,
etc. In Morrison, these tools considered as the top and effective aspect which is significance for
the marketing. Furthermore, the company selected behavioural element to segment customer
market (Agrawal and Smith, 2015). Mainly, the company require more sales and growth so that
they target to youth generation people. It assists to carry market segmentation tool to perform
very well with sales, expansion and diversification.
With the help of this aspect, segmentation process consist competitive positioning that
assists to identify potential customers for their products. The company also able to derive
1

competitive advantages because of their positioning and segmentation. It could be done through
proper advertisement (Dholakia, Dholakia and Chattopadhyay, 2017). Along with this, Morrison
has advantages to create growth opportunities to attract and retain new with older replacement. It
is the main objective of the company to grow their market in systematic manner. Therefore,
growth is possible to find the right customers at workplace.
About company
Morrison wad founded in 1899 by William Morrison. Its headquartered exist in Bradford,
UK. It is the second largest company which sold food manufacturer with 60% fresh food that
available in the store (Jaiswal, 2017). Mainly they are operating for food and grocery products in
different areas of the market. The company is known for their re tail chains and products.
Furthermore, they are also covers online selling of products and services through website.
b. Characteristics of the chosen segment
Traditional marketing segmentation seek to divide the market in the homogeneous group
that are based on the different characteristics such as gender, race, geographic, income, etc. Habit
based behavioural segmentation is the human centred approach which determines segments in
the market in which consumer actually perform functions (Bailey and Mishra, 2016). In the
chosen enterprise, behavioural segment determines act of segmenting the customers that are
based on the specific to make purchasing decisions. Main aim of the implementing behavioural
segment is understand customer on the basis of their purchasing habit, usage habits and spending
habits.
Goal of the segmenting the customers are also based on the behavioural data such as
assessment of the various segments that are based on the different factors. It also assists to
determine about the product and services to meet with each segment requirement. Product need
to be tailor to meet with aims and objectives (Piotrowicz and Cuthbertson, 2014). Beside this, in
Morrison there are mainly six types of elements included in the behavioural segmentation that
assists to play very important role in the business. It creates several opportunities that make
purchase such as purchasing behaviour, occasion, timing, usage rate, benefits sought, loyalty,
etc.
Purchasing behaviour can be defines in different categories such as complex, variety
seeking, dissonance reducing and habitual. Most of the customers fall into these categories in
which they live. Classification also demonstrates which considered purchasing in systematic
2

manner (Ciravegna and Brenes, 2016). Complex purchasing behaviour is the most evident when
the customer highly involved to purchase any products and services in the systematic decision-
making. In Morrison, decision-making is complex for those products which require hygiene.
Variety seeking purchasing behaviour ascertain to create evident when customer are not involved
in the purchasing process. Therefore, significant differences exists in products that are offered by
the different brand.
In addition to this, occasion and timing is the another component which include for all
consumers' propensity to make purchases fluctuates based on the time. In Morrison, it includes
three subcategories such as universal occasions, regular personal occasions and rare personal
occasions (Payne and Frow, 2014). These elements could be applied for the certain demographic
aspects for example, consumer are generally more prone to make purchasing during winter.
Usage rate is the knowing often customers to use the products and services that helps to market
initiatives. It could be categories in different aspects such as heavy users, mid-level users, light
users, etc. Loyalty also need to be placed for long term perspective in systematic manner.
c. Marketing mix that reflect to the characteristics of the selected segment
In the marketing mix aspect, there are various elements included in Morrison to conduct
effective results at workplace. In this aspect, product, price, place, promotion, people, process
and physical evidence. In respect to develop effective results, marketing mix consist right
products and services at competitive prices so that it will help to put for right targeted customers
on the basis of customer lifestyle, taste, preferences, etc. (Ramanathan, Ramanathan and Parrott,
2017) These both tools are also considered creating significant results that is important concept
for Morrison. Furthermore, it also helps to bring several profits and revenue to expand their
profits to the business.
Product: Product is the thing which acquire more customers on the basis of different
characteristics. In this way, Morrison need to improve their existing products and services that
bring profitability at workplace. As per the customer demand, the company need to focus on the
sale which is expected to improve expansion of product line. The company is focused for value
led grocer and for fresh food as well. High quality and fresh food is the key of success in the
selected business (Pousttchi and Hufenbach, 2014). Therefore, they run business under brands
such as Morrison cellar, M Kitchen, NuMe, etc. The company delivery fresh food products that
assists to accomplish more effective functioning. Beside this, the company also addressed their
3

products with different segment in UK market so that responses will be created at online
perspective.
Price: Customer are always like to produce creative results with pay negotiable price for
the products and services. In this way, Morrison need to offers goods at cheaper price so that
they are able to compete with other organisation easily. For example, providing discount, free
coupons, etc. With the help of lowering the products price, the selected business encourage their
customers towards the effective results at workplace. Further, they are also focuses on the range,
quality, ease of shop, etc. Further, it is the biggest way to concentrate on the customer
requirement. In addition to this, they are also using premium pricing, promotional pricing and
product bundle pricing. They are offers more cards, coupons which is price comparison tool.
They are also focuses on the range, quality, etc. Therefore, it assists to customers to make
decisions for the choosing stores over others. On the basis of different allocation, efficient and
effective resources can be develop at workplace. For each and every activity money will be
allocate to enhance market share (Dholakia, Dholakia and Chattopadhyay, 2017).
Promotion: In order to promote the products and services, there are different tools exists
that need to be implemented to increase brand image of the company. These tools assists to
promote products and services of Morrison in systematic manner. It includes activities direct and
indirect marketing that carry different form of advertisement. Promotional tool assists to promote
new line of products in the online system on UK mass media. Along with this, it is also ascertain
to create effective promotion through trade shows, events, merchandising, etc. (Ramanathan,
Ramanathan and Parrott, 2017)
Place: In addition to this, the chosen company require right market where they can place
the right product and service in systematic manner. In this way, Morrison has responsibility to
understand right market for the products and services. Therefore, market segmentation and
distribution channel will be ascertain to make effective results at workplace. There are several
areas exists where the chosen business supply their products and services in systematic manner.
In this aspect, in more than 150 convenience stores, the chosen company dealing to produce
effective results. In the wide geographical areas, distribution marketing strategy develop their
operations and functions. Along with this, the selected business has more than 545 tractors and
1606 trailers that assists to create efficient deliveries. The selected enterprise has service
4

agreement with Ocado that ascertain to create home deliveries of the orders that received through
Morrison.
People: Morrison also tries to create job opportunities for the local people so that it create
positive impact on the community. It is also employed qualified butchers, bakers, greengrocer,
etc. It is also supply products and services to more than 12 million customers in different areas of
the world. Brand is also develops with 117000 employees in the supermarket chain. Staff
members also allocate with suitable skills and capabilities to carry daily task which increases
online sales and loyalty of customers at workplace (Bailey and Mishra, 2016). For example,
rotate, transfer, etc. Furthermore, the cited firm also determines conducting of training and
development through employee performance will be develops.
Process: Morrison also offers multi channel experience in their convenience and online
stores. The company also choosing and offers the lowest price for the products and services on
the permanent basis and store easier with pleasant place to shop. Consistent customer
communication also lead to focus on the delivery in distinctive shopping environment. Along
with this, Morrison also demonstrates wide range of fresh food and giving flexibility to customer
to choose the right products at right price. Improve processes such as personal shopping,
warehousing, delivery time, etc. create effective functioning at workplace (Dholakia, Dholakia
and Chattopadhyay, 2017).
Physical evidence: Physical evidence is the another important parameter that assists to
Morrison to create effective functioning at workplace. The company runs with more than 600
stores in different areas. Therefore, it includes one national centre and seven regional distribution
centres. The selected company also presence across the UK with supermarket such as Morrison
local, online coverage, distribution centre, etc. Website of the company also determines their
product range which offered by the business in systematic manner (Pousttchi and Hufenbach,
2014). It covers marketing mix of the Morrison. With the help of creating solid and efficient
range of physical evidence on the website, standard will be maintain in systematic manner.
CONCLUSION
From the above report, it can be concluded that marketing is the important fundamental
aspect that assists to accomplish desire results at workplace. In this way, report summarised
about the segmentation criteria for Morrison in which company demonstrates their operations for
behavioural segmentation in the market. Furthermore, it articulated about the basis on which the
5

company develop their operations such as taste, preference, lifestyle, etc. Moreover, it is
determines discussion to develop marketing mix elements at workplace of the chosen business.
In addition to this, the selected business concentrate to undertake different activities to work in
systematic manner.
6

REFERENCES
Books and Journals
Agrawal, N. and Smith, S.A. eds., 2015. Retail supply chain management: quantitative models
and empirical studies (Vol. 223). Springer.
Bailey, A.A. and Mishra, A., 2016. Internal Marketing, Retail Employee Commitment, and
Employee Response to Retail Theft: An Exploration. In Let’s Get Engaged! Crossing the
Threshold of Marketing’s Engagement Era (pp. 833-838). Springer, Cham.
Ciravegna, L. and Brenes, E.R., 2016. Learning to become a high reliability organization in the
food retail business. Journal of Business Research, 69(10), pp.4499-4506.
Dholakia, R.R., Dholakia, N. and Chattopadhyay, A., 2017. Indigenous marketing practices and
theories in emerging economies: Consumer behavior and retail transformations in India.
Journal of Business Research.
Jaiswal, S., 2017. A STUDY ON MARKETING STRATEGY OF RETAIL BUSINESS WITH
SPECIAL REFERENCE TO MOM AND POP STORES IN DURG BHILAI CITY OF
CHHATTISGARH. Global Journal of Multidisciplinary Studies, 6(6).
Payne, A. and Frow, P., 2014. Developing superior value propositions: a strategic marketing
imperative. Journal of Service Management, 25(2), pp.213-227.
Piotrowicz, W. and Cuthbertson, R., 2014. Introduction to the special issue information
technology in retail: Toward omnichannel retailing. International Journal of Electronic
Commerce, 18(4), pp.5-16.
Pousttchi, K. and Hufenbach, Y., 2014. Engineering the value network of the customer interface
and marketing in the data-rich retail environment. International Journal of Electronic
Commerce, 18(4), pp.17-42.
Ramanathan, U., Ramanathan, U. and Parrott, G., 2017. Role of social media in retail network
operations and marketing to enhance customer satisfaction. International Journal of
Operations & Production Management, 37(1), pp.105-123.
7