Marketing Plan for Morrisons Food and Drinks Section

Marketing Plan

Table of Contents
Overview......................................................................................................................................3
Vision...........................................................................................................................................3
SMART Objectives.....................................................................................................................3
PESTLE Analysis........................................................................................................................3
SWOT Analysis...........................................................................................................................4
STP Approach..............................................................................................................................4
Marketing Mix.............................................................................................................................5
Competitor Analysis....................................................................................................................5
Budget..........................................................................................................................................5
Monitoring & Control..................................................................................................................6
REFERENCES................................................................................................................................1

Overview
The following marketing plan will be explaining the process of planning the marketing
strategies of the food and drinks section of the Morrisons Plc in the UK. The Morrisons Plc thus
trades in the products likes bakery & cakes, seafood, meat, fruits & vegetables, chilled processed
products, pastries, rotisserie, coffee, porridge, salad bar, fresh meat & fish. Etc. It also offers
door – to – door delivery of these food and drinks to the customers through its online website.
Also, as of 2021, it owned and operated around 497 supermarkets across England, Scotland &
Wales and one supermarket in Gibraltar.
Vision
The vision statement of the Morrisons talks about making and providing food that it is
wholly proud of and where efforts of everyone is of a value to allow people to afford and enjoy
what they are eating.
SMART Objectives
The objectives of Morrisons regarding the food and drink section needs to be SMART
i.e., specific, measurable, achievable, realistic and time – bound. Therefore, such objectives and
targets will include the following:
 By 2025, the own products of the Morrisons will be healthy i.e., low in fat, salt and sugar.
 By 2025, the chicken that will be sold by the Morrisons will be barn born and barn raised.
 By 2025, sales of the products of own brand which are plant based will grow by 300%.
 By 2025, eggs will be free range that are used in the processed foods and as ingredients.
PESTLE Analysis
POLITICAL ECONOMIC
 Policies and regulations changes due to
Brexit.
 Legislations of UK government on food
retailers (PESTLE analysis, 2022).
 Currency fluctuations and pressure on
inflation
 Tightening of budgets of households
due to rise in oil prices.
SOCIAL TECHNOLOGICAL
 Rising age population.
 Growth of health and education of
consumers.
 New brand positioning.
 Use of artificial intelligence.
 Reduction of efforts being wasted and
costs due to investment in technology.