Marketing, Sales and Negotiation Skills for Morrisons

MARKETING, SALES AND
NEGOTIATION SKILLS

Table of Contents
EXECUTIVE SUMMARY........................................................................................................3
INTRODUCTION......................................................................................................................4
MAIN BODY.............................................................................................................................4
PESTEL and SWOT Analysis...............................................................................................4
Discussion and analysis of Marketing Mix............................................................................9
Sales and negotiation skills applied within Morrisons.........................................................12
CONCLUSION & RECOMMENDATION............................................................................13
REFERENCES.........................................................................................................................15
Online...................................................................................................................................15

EXECUTIVE SUMMARY
Marketing is one of the most important activity performed within every business as it
bridges the gap between the place of origin and the place of consumption with regards to the
goods produced by the business. Marketing department undertakes to analyse business
environment in order to assist management in devising marketing & sales strategies, so that
overall business objectives can be met. In this report, PESTEL model has been used to
analyse the macro environment of Morrison’s while SWOT model has been used for
analysing micro environment of the company. Also, 7 P’s of marketing mix has been
discussed with reference to Morrison’s in order to analyse the marketing strategies of
Morrison’s. The company has adopted different pricing strategies for its wide range of
products along with using several promotional tools to generate potential customer lead.

INTRODUCTION
In every organization there is a separate department known as a marketing department
which carry out the role of marketing for every organization. The role of marketing is like a
face of the company within the market which involves coordination and production of
materials that is core for representing the business among target audience. Accordingly, it can
be said that the marketing department within every business plays an important role in terms
of promoting organization’s mission and overall business within the market. Certain activities
performed by marketing department are definition and management of brand, marketing
campaign management, producing materials that assists in marketing and promotion of
organization’s products and services and reaching out to customers and community in order
to build positive brand image of the business.
The present report is based on Morrisons which is known as the fourth largest
supermarket chain of United Kingdom founded in 1899 by William Morrison. The industry
within which the company is operating is the retail industry of UK.
With the help of unique marketing strategy framed by its marketing department,
Morrisons is successfully able to position itself in a competitive position within the UK retail
market which helps the company in meeting their goals and objectives from time to time
(Miklosik and et.al., 2019). They consider their marketing team as the company’s voice for
targeting households. The marketing plays vital role in enhancing Morrisons reputation
through creation and implementation price plans, building understanding of their target
audience and accordingly, delivering their advertisements through media which talks to their
target market directly.
MAIN BODY
Marketing environment consists of both internal as well as external factors that are
supposed to be influencing the organizational decisions with respect to its marketing
activities either directly or indirectly. Internal factors can be controlled by businesses but
external factors are out of the control of the organization.
PESTEL and SWOT Analysis
In macro environment refers to the existence of those external factors that are
supposed to be influencing the business decisions and the business have no control over the
same. To understand the macro environment, PESTEL model is being used to determine what