International Marketing Mix Strategy for Morrison Supermarket in India

Morrison
Report
System04104
5/8/2019

Introduction
Every country needs a separate marketing analysis and strategy to operate business in other
countries. The customer choice, needs, preferences, traditions, and demand in every country
are different from other country. To encounter these different needs of customers each
companies applies a separate marketing strategy that is called international marketing mix. In
every country, company applies a separate product, pricing, promotion, and distribution
policy that are part of international marketing mix.
(Bauner, and Wang, 2016)
International Marketing mix is a process of using different marketing mix strategy in
different countries based on the customer demands and preferences. The four Ps of marketing
mix product, price, place, and promotion applies differently with a different policy and
strategy in the international marketing. For expansion of the Morrison Supermarket, we are
considering here Asian Country India because it is one of the growing markets for retail
industry. India is a developing country and a huge population (1.3 billion approximately)
provides a larger market for Morrison retail stores. Apart from this, the political and
economic scenario will also allow other foreign brands and retail stores to invest in India.
From last few years, Wal-Mart is trying to enter in the Indian retail market because of India’s
larger market and increasing population. Morrison Supermarket can consider its international

strategy to enter in the Indian retail market for its broader expansion in the global market
(Benoit, Evanschitzky, and Teller, 2019).
What is SOSTAC ?
The SOSTAC model was given by PR Smith. SOSTAC is a planning model that was
originally developed in 1990s and it is consisting six factors such as Situation, objectives,
strategy, Tactics, Action, and control etc. SOSTAC model is helpful in planning marketing
strategies or campaigns. SOSTAC model is one of the easy models that help a company to
structure plans for different panning activities. SOSTAC helps in digital marketing strategy,
individual marketing strategy, or any international marketing strategy. If Morrison
supermarket wants to introduce itself in Indian market, the SOSTAC model will help to
analyse the market and formulating strategy to launch its business in Indian retail market. The
advantage of this model is that it is easy to understand and also easy to use (Bauner, and
Wang, 2016).

SOSTAC Analysis of Morrison
SOSTAC analysis helps the Morrison supermarket to implement the strategies for business in
the other market. SOSTAC Analysis is known for best analysis model that can help the
Morrison supermarket to understand the situation of international market. It is a logical order
that will help Morrison to tackling its plan and the company can also assess their process.
Situational Analysis
Situational analysis helps to understand the present situation and future opportunities for the
companies. It helps to understand the business environment of Morrison Super Market and its
strength and weakness to enter in the Indian Retail market. It also helps to understand the
micro and macro factors that affect its business in different country.
SWOT Analysis of Morrison
SWOT analysis is the analysis of internal and external factors or situation of Morrison
supermarket that are explained below:
Strength: The fast growth rate of the company is its key strength. The quality of foods,
vegetables, and their own packaging facilities provides strength to the company and reduce
the costs of products. Morrison charges low prices to its customers. Apart from this, company
sells more than 12000 non-food products as well.
Weakness: Company lacks in strong infrastructure of information technology. The company
also deals in some unattractive segments such as beauty products and electronic music
products. Electronic music products are almost replaced by mobile phones and i-pads.
STRENGTH
1. Fast growth rate.
2. Dealing in low prices products with
high quality
3. Focus on food items
4. Own packaging facilities
WEAKNESS
1. Lack in Information Technology
2. Dealing in some unattractive
technology
OPPORTUNITIES
1. Few Competitors in Asian Retail
THREATS
1. Large number of local un-organised