Marketing Report: Analysis of Morrison's Supermarket Marketing Strategies

Marketing Report End
term Summative
Assessment

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
TASK...............................................................................................................................................3
Company profile..............................................................................................................................3
Marketing Environmental analysis..................................................................................................4
Swot Analysis..............................................................................................................................4
Slept Approach ............................................................................................................................5
Porter five forces..........................................................................................................................6
Integrated Marketing Communication.............................................................................................8
Integration of Online and Offline Media.....................................................................................8
Advertising: ...............................................................................................................................10
Sales Promotion: .......................................................................................................................10
Direct and Digital Marketing: ...................................................................................................10
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
This report aims to analyse various area of marketing which is necessary to take vital
decisions (Hartley, Routon, and Torres, 2019). Marketing is an important activity which create
plan for product, price, promotions and place that helps the company to grow in the marketing. It
attracts customers and retain them for long time. This report is based on Morrison’s supermarket
to analyse their internal and external market forces for building plan for communication, offline
and online media channels. This will show how to interact with the people and engage them
towards company’s strategy and products. Also, the discussion will be supported through Swot,
Pestle and Porter framework to gain understanding about the company’s market.
MAIN BODY
TASK
Company profile
Morrison’s is one of the largest supermarket market of UK which is scattered at many
locations in the country. The company was established in 1899 and running their operations
since 123 years (Homburg, Theel, and Hohenberg, 2020). It is serving great consumer products
in each and every store in England which flourish the company with high revenue performance.
It is a part of retail industry which is known for high competition and large number of buyers.
The core purpose of the company is to provide products which can be used and experience by
every people and they can get healthy and satisfactory lifestyle. The company mainly
manufacture fresh food varieties in the store and sell them under one roof with other brand
products as well. They deal in grocery and food related substances which are highly sourced with
quality ingredients. The organisation also has online delivery channels which is become a highest
attractive factor for the Morrison to engage and keep customer happy. They are located in almost
497 place and customers are satisfied with the product quality and less pricing policy of the
company. The company was first established as the cake and bakery products and headed to
become a largest supermarket in UK. This has become possible with the great efforts and
strategies to be trustable for the customers. Morrison’s has achieved brand name through serving
what their customers wants. They keep varieties of food items, preparing breakfast trough
opening a new kitchen concept in which the breakfast will be made by the colleague as per the

customer desired menu. It has almost 110000 number of employees in the year 2021. The
revenue reflects in 17536 million. the organisation also has implementation of big data analytic
due to having an online presence, delivery portals and serving through digital technologies.
Morrison has experts and professional workforce which are specialised in producing high quality
goods and maintain customer relations at supermarket and online channels as well. This shows
that, Morrison has capability to bear risk and uncertainties into market of better strategies will be
prepared by undertaking modern business solution.
Marketing Environmental analysis
Swot Analysis
Marketing environment includes all the external and internal factors which which directly
impact the organisation in the positive and negative way.
Swot analysis is a tool which helps the organisation to asses its strengths, weaknesses,
opportunities and threats (Benzaghta, and et.al 2021). These four factors basically impact the
company to deal with new emerging trends which is evolving in the market. Various factors are
described below:
Strengths – This factor helps the organisation to asses their strengths in the market. It
can be any service or product which they are offering to the customers. Morrison is one of the
most popular super market chain. The organisation provides quality products to the consumers in
the market at a very reasonable price.
 The organisation has established their entity in the market by acquiring different
companies in the past year.
 The business of the organisation is improved with the new technology implementation in
the workplace.
Weaknesses – This factor suggests that the organisation could asses their weaknesses
with the new trends in the market.
 Morrisons supermarket lacks in the geographical area compared to different big
competitors in the market.
 The company brand image is destroyed because they are not following the proper code
of conduct and policies in the workplace.