Marketing Plan for Morrison's: A Focus on Differentiation Strategy

Coursework

EXECUTIVE SUMMARY
The principle of core marketing is regarded to be marketing principles, which centres on four
components: product, pricing, promotion, and location. It may be defined as the examination of
market research with the goal of determining the firm's performance in order to achieve greater
business success. Morrison's, a UK-based shop that deals with a variety of items, was selected as
the company for this project. The method and stages of marketing are studied in this project,
which have an influence on companies and are highly beneficial to the organisation in the
interrelationship of the issues.

Contents
EXECUTIVE SUMMARY.................................................................................................................................2
INTRODUCTION...........................................................................................................................................4
PART A.........................................................................................................................................................4
Situation analysis of the business............................................................................................................4
Objective of the business........................................................................................................................8
Strategy...................................................................................................................................................9
Tactics....................................................................................................................................................10
Action....................................................................................................................................................12
Control...................................................................................................................................................13
Recommendations.................................................................................................................................13
Personal Reflection................................................................................................................................14
REFERENCES..............................................................................................................................................15

INTRODUCTION
A solid marketing plan is stage process guidance to implementing Thier Company’s
marketing strategy and is a template for selling their goods and services. It's a pragmatic,
thorough document that outlines forth distinct, attainable, and quantifiable goals. Marketing
techniques are circular and never-ending (Ramos, 2018). The procedure of formulating and
managing their marketing strategy should be integrated into their daily operations. Morrison’s is
the chosen organisation for this assignment. Morrison’s is a grocery retailer that is ranked as the
4th biggest grocery store chain in the United Kingdom. Its offices are in Bradford, and its stores
provide a wide range of merchandise. The present strategic position of the company has been
demonstrated in this research, taking into account both internally and externally considerations.
This report based on the SOSTAC framework in which consists of situation analysis, objectives,
strategy, tactics, action and control in detailed manner.
PART A
Situation analysis of the business
Macro Analysis:
PESTLE Analysis: PESTEL analysis is a strategic coordination and execution methodology that
is frequently utilized. This is an abbreviation for the macroeconomic business environment's
political, economic, social, technical, environmental, and legal concerns. Morrison Wm
Supermarkets Plc. works in a complicated and diverse climate marked by legislative changes,
rising environmental activism, social realities, technology advancements, and a changing judicial
framework.
Political: There really are external variables that have an affect on Morrison, namely political
issues that are the underlying factors of government systems and regulations. Brexit is one of the
big occurrences that has created a high level of uncertainty and has changed the organization's
policies and rules. The effects of government laws on this organisation can be defined as
powerful effects on the activities and actions of the company (Merritt and Zhao, 2021).
Morrisons' political variables are the limitations of advantages that the company receives as a
result of government legislation.