Marketing Plan for Morrison: STP Approach, SWOT Analysis, and Marketing Mix

Marketing Plan

Table of Contents
Marketing plan.................................................................................................................................1
Overview of the company......................................................................................................1
Objectives...............................................................................................................................1
STP approach-........................................................................................................................1
SWOT analysis.......................................................................................................................2
Marketing Mix........................................................................................................................3
Marketing budget....................................................................................................................3
REFERENCES ...............................................................................................................................5

Marketing plan
Marketing plan is the written document which consist of all marketing strategies of a
company which they can use for growth. It includes vision, mission, objectives and
strategies of the company to survive in the market. It also helps to analyse promotional
techniques opt by the company to expand the awareness of products and services for an
organisation.
Overview of the company
Morrison is a chain of supermarkets and hypermarkets headquartered in Bradford,
UK. It is founded in 1899 by William Morrison. It is having 497 stores in at worldwide level
(Number of Morrisons stores in the United Kingdom from financial year 2009/2010 to
2020/2021, 2021). The main products which they sell are food and beverages, books,
clothing, magazine and many others. They are having 118,047 employees and annual
revenue $24.1Billion (Morrisons, 2022).
Mission- “To provide fresh food products to customers at great value of money to gain their
high satisfaction.”
Vision- “To serve best services to targeted customers and gain competitive advantage in the
market with quality of products.”
Objectives
 To serve best quality of products and services to customers.
 To gain competitive advantage.
 To gain high customer satisfaction and high brand reputation in market.
STP approach-
This model is used to analyse the ways by which a company can target their
customers in market. In context of Morrison, they are planing to launch a new product in
their supermarkets which is “Footwear”. Hence, the STP model for their new product launch
is mentioned below-
Segmentation- It is the process where whole market is divided into sub components
(Ghahnavieh, 2018). In context of Morrison, they segmented their customers such as gender,
age group, purchasing habit of customers and many others.
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