Marketing Strategy and Marketing Mix of Morrisons

This report discusses the marketing strategy of Morrisons for increasing its market share and growth. It analyzes the 4 Ps of marketing with the help of marketing mix and customer driven strategy using STP analysis. The report suggests that Morrisons can use the Ansoff Matrix for market expansion and focus on market penetration and market development strategies. The report also highlights the importance of product quality, pricing, placing, and promotion in the marketing mix of Morrisons. The report concludes that Morrisons can target health-conscious people and online shoppers for better growth opportunities.

ASSESSMENT 2 -
INDIVIDUAL WRITTEN
REPORT

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Developing marketing strategy....................................................................................................3
Marketing mix of Morrisons........................................................................................................4
Customer driven strategy.............................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................1

INTRODUCTION
This report is based on the issues that are identified on the assessment 1, which identifies
role of marketing as essential for business in order to promote business and increase its value in
the market. The concepts of marketing are connected with organization to achieve its aims and
objectives and increase sustainability in the industry. Various external and internal factors are
executed with the help of SWOT analysis for Morrisons.
In assessment 2, marketing strategy of business will be discusses for increasing its
market share and growth. Further it will also analyse the 4 Ps of marketing with the help of
marketing mix. At last, it will analyse the customer driven strategy such by using STP analysis.
MAIN BODY
Developing marketing strategy
Morrisons is the most knowable organization in the retail sector of UK, they can use the
suitable strategy for enhancing their growth in present industry and gain the better advantage.
The market strategy provide chance to business for growing their opportunity in the existing
place as well as the target market to provide better product and service to customers. Ansoff
Matrix is the suitable strategy for that case and it is also called Market Expansion Grid. It is two
by two framework that helps to analyse plan and evaluating the growth initiatives. Thus, there
are four growth strategies of matrix such as Market Penetration, Market Development, Product
Development, Diversification (Morgan and et.al., 2019). For Morrison the suitable strategy
would be Market Penetration which describe the concept of improving sales of existing product
into existing market. Market Development will be also in the case of organization. The market
growth strategy of Ansoff matrix is helpful for business to make further growth aspect for their
business operation effectively in the markets of UK. The ansoff matrix strategy is useful and it
can be adopted by Morrisons in order to provide customer with better service and products at
favourable price. Thus, it can be said that it is helpful for organization to get the attention from
audience towards such offerings and get the positive impact on the buying behaviour as well.
The market penetration strategy introduce the distribution channels in the markets of UK
and the growth opportunities that would be productive for carrying out the maximum output in
industry. This strategy gives less access to risk where it could be supportive for Morrisons to stay
ahead and stable in market with maintaining the great position. The development in such
circumstances is necessary to get the high quality of output and managing the understanding to

the customer buying behaviour. There are new emerging trends growing immensely in such
markets where company can carry out the unique strategy which fulfil the demand of customers
and product at reasonable price as compared to their competitors. By this the current market
share of the business will increase in the retail industry. By following the ansoff matrix growth
strategy organization profitability will be increased and reflect in more improved terms toward
customers. Whereas the main aim of this is to grow the organization in effective terms and being
more productive in market place to maintain the existence of company (Sridhar and Fang,
2019). From all the above aspects, it also adds value to company image and relevant with
customer buying ability to make the purchase in the product and service.
Thus, the cost-cutting measure will be the source to execute the business operations and
customer will have the positive impact over its sustainability in the UK retail market. With
market development strategy of Ansoff matrix company can sell their existing product to new
target market which will grow several opportunities for them to conduct business expansion in
other markets. This will require systematic market research that individually target clear about
market segments. Also, new markets demands entity to develop new marketing and distribution
channels for each market. Hence, following this strategy would carry out the successful business
activities for company as compared to using old methods. It is important for any organization to
develop the suitable marketing strategy (Al Adwan, 2019).
Marketing mix of Morrisons
Marketing analysis of brand with marketing mix cover the areas of 4Ps such as Product,
price, place, promotion. These strategies help the organization to succeed, and position itself
competitively in market to achieve business goals and objectives.
Product
Morrisons is the valuable grocer service provider who focus on supplying fresh food. The
high quality of fresh food is the key aspect for growth of the company. They prepare themselves
and deliver food products as they have own manufacturing and production facility which is the
bet advantage for company. For their production the company seek attention to their product
quality, feature, packaging and appearance of the food products. The various quality of product
are served at their shops and factories (Lahtinen, Dietrich and Rundle-Thiele, 2020). The
products are categorized under Meat and poultry, seafood and fish, fruit and veg, fresh food,
bakery and cake and much more. Such wide range of collection drives to the customer attention,

and they get everything they want as per their requirement without getting somewhere else. The
company also takes impact of product on people seriously, as such it is the first supermarket of
UK to sell their branded fresh milk in carbon neutral cartons. The new products are followed by
strategy to address the desire of customers. For this they have introduced of Selling plant based
products which would be helpful for customer in brining plant based food in diet plan.
Price
Morrison continuously change their pricing and provide offerings by lowering price and
in same providing the better quality to their respective customers. They also ensure about pricing
should never be the reason for customer to shop somewhere else. There are many competitors in
market who follow the pricing strategy for targeting audience but Morrison always apply unique
style to interact with their customers as called premium pricing, product bundle pricing,
promotional pricing (Asdi and Putra, 2020). There are match and more card that is price
comparison tool. With their pricing they focus on relevant factor like quality, range, ease of shop
and service that support customer to develop decisions to select stores of Morrison over others.
They implement great competitive pricing strategy which encourage people to continue purchase
with them as compared to various supermarket chain like Tesco and Asda that is expensive in
such category. Further, they also decrease their prices on more than 400 grocery essential, and
that strategy made most of the customer happy. By following the growth strategy such pricing
factors impact positively towards the brand image and raise their concern among individual
within existing marketplace. Hence, developing more further stores with providing better
offering for customer to the target market will supply more benefits to company and following
such leads to better growth aspects.
Place
Morrisons is the second largest fresh food manufacture in UK, where the placing is in
several areas with physical presence of stores above 660 in which more than 150 are
convenience stores. It has wide geographic range in its place and has huge channel of source of
providing better service to customer. The online delivery of product facility help the company to
reach to wide range of customers across country. They also have an agreement with amazon
which enable facility for prime member to make purchase from “Morrisons on Amazon” with
free delivery. While operating and controlling huge portion of food supply chain, mostly it is
sold online and inn retail outlets. Further, while investing the placing issues it shows that Trust

pilot customer are unhappy as they are not getting referable item and unsuitable substitutes.
Morrisons should work to enhance the affected consumer confidence. Placing the product in
different areas implement the better outcomes for company and increases the chance for
providing better services to customer. The systematic process will be used in this which would
easier to carry business operations.
Promotion
Promotion carries best sources to conveying about company products to the people and
such advertising and other activities are very essential for every business to conduct. For every
organization it is not possible to follow such activities on the continuous basis. This requires
techniques and tools to carry out marketing or product to operate in suitable ways. Morrisons
have the great promotion strategy which includes good mix of social media and print advertising
for consumers to get to know about products. Their products are sponsored by TV entertainment
shows. The campaigns are very well-known for using beautiful pictures and features several
styles,colours and fonts (Niazi, Rashid and Shamugia, 2021). Moreover, approaching customer
by concentrating on price factors rather than quality or continence can reflect to be more
beneficial. The promotional activities can be effective in various forms where the use of social
media is the major concern. Thus, another various activities are used by company to enhance
their advertising. “My Morrisons” loyalty card facility is been very effective, in their retail
outlets such offerings are provided to consumer with instant money instead of points that they
can spend immediately. By all these aspects, discounts are also provided to customer on regular
basis in order to maintain good brand image and customer attention.
Customer driven strategy
The segmentation, targeting and positioning model provide positioning of product and
service to target various group of consumers in efficient way. These three process evaluates
Segmentation of market, Targeting the best customers and positioning offerings.
Segmentation
In demographic process it describes about the people specification that includes their
age, gender, family life cycle, income etc. target audience for company is people from all age
groups as such there are many advantages, product and service categories provide by the4m. It
consumes all the necessary item for people of all the age groups and mostly it aims at health
conscious people. They are the significant source, such company provide the fresh food on the

same basis. In total habitants most quantity of people vary in age group of twenty-five to fifty-
four year old, with major ratio of men as compared to women (Sukma, Lubis and Utami, 2019).
By Psychographic segmentation UK has turned as hub for people of numerous nationalities
across the globe. Their attitudes,lifestyles, personalities and interest are extremely diverse. It is
not possible for business to segment market using such Psychographic tool, as such this would
create various micro groups making it tough for business for operating in efficient way. In
geographic condition's, Morrison has all of its existing outlets located at all areas of country.
The main target groups are health conscious people and online shoppers, and they are present
throughout the country. There is not supporting evidence of idea that stated target groups live in
specific area or geographical location. Hence, Morrisons do not have reason to segment market
on geographical basis. The benefit segmentation describes the annual report of the organization
that suggest they have developed operational units all over country based on segmentation. They
would the existing segments for introducing new products. With the present benefit segmentation
process proves the effective enough for controlling markets for next five years as the product
launches, the current model will be taken into consideration.
Targeting
Targeting describes consumer profile or spending patterns of the people in the
marketplace of specific country (Liu and Shan, 2021). Similarly, for Morrison the target
consumer are most of the health conscious people as such organization provide fresh and healthy
food quality to target them in their favour. The country vegetarian population is growing
immensely as compared to past few years. After the pandemic people are more concerned about
the making useful and safety purchase for themselves. Thus, Morrisons maintain the facility to
fulfil, their needs and get more attention from existing and new customers. Moreover, the online
shopping has also increased in the good beneficial scale. Online customers are also the biggest
target group due to mostly people make purchase through online platform and take advantage of
those facilities. While focusing on retail outlets the company is also focused about their online
groups and provide them better facility would be more beneficial for success ratio of company. It
can be turn out to highly prospective market ion upcoming years.
The consumer profile elaborates in detail about the spending patterns of people, their
interest towards products and service they require. From all of these organizations can identify
the requirements and maintain their stability in markets. Performing business operations in

various areas also describes how food sales growth was. Although by analysing the growth ratio
it would be easier for entity to make sudden changes in similar basis and lower sales ratio in
particular area can be developed by company. From all such measures company get the
advantage to manage their business activities and by analysing the outcomes they get idea for
further development concerning the buying behaviour of customers.
Positioning
The positioning conduct by concerning the market mix variables as source of indicator,
that shows target markets as place. The promotional activities must be comprehensive for
influencing huge amount of consumers. The marketing strategy for vegan products id formulated
in various stages. Morrisons came up with the apt market analysis and further developed
strategic plan as well as carry out the annual and long term plan (Kuang, 2022). The growth
strategies were also developed for measuring the results for taking disciplinary actions to make
their market strategy perfect. By following to BCG matrix of product function as well as overall
strategy, it describes that new product of Morrison will be suitable for high market growth and
relative market share because of latent opportunities. Thus, it would be suitable for star position
as per matrix and with their adoption placement organization is not willing to access any such
new placements strategies for marketing of new products.
Apart from this they would use existing distribution channels and stores for broadening
the product line. They can use Fabs marketing techniques to execute the high level of consumer
awareness. By using such technique it would be helpful for conveying the message, product
offering, advantages, benefits and features of products in effective and quick ways to reach large
group of customers at similar time. The message would be conveyed in FAB will describe about
low sugar product, vegan products, free from products. This technique carry out the message for
customer, so they would get attention to product ion the special note and match with their
suitability (Ing, Osman and Tze-Yin, 2020).
CONCLUSION
According to the above text, it has been executed internal and external factors by using
the SWOT and PESTLE analysis. Apart from this, it had discussed that the marketing
approaches adopted by the business reflects the market share and growth of the business with the
help of with the help of growth strategy by Ansoff. The company has been able to prepare
effective strategies with the help of marketing mix which dives a better position of the business

in the market. The customer driven strategy which is developed with the help of STP analysis
provides better assistance to the business.

REFERENCES
Books and journals
Al Adwan, A., 2019. E-marketing strategy: to improve customer preference for local brand over
foreign brand in the era of a developing country. Marketing. 15(3). pp.85-98.
Asdi, A. and Putra, A.H.P.K., 2020. The Effect of Marketing Mix (4P) on Buying Decision:
Empirical Study on Brand of Samsung Smartphone Product. Point Of View Research
Management. 1(4). pp.121-130.
Ing, P., Osman, Z. and Tze-Yin, L., 2020. Marketing Mix and STP Strategies: An Exploratory
Study into Grocery Retailers in Malaysia. Asian Journal of Entrepreneurship. 1(4).
pp.129-143.
Kuang, J., 2022, April. Research on the Marketing Strategy of Pinduoduo—Based on the STP
and 4Ps Methods. In 2022 7th International Conference on Social Sciences and
Economic Development (ICSSED 2022) (pp. 2128-2133). Atlantis Press.
Lahtinen, V., Dietrich, T. and Rundle-Thiele, S., 2020. Long live the marketing mix. Testing the
effectiveness of the commercial marketing mix in a social marketing context. Journal of
Social Marketing.
Liu, Y. and Shan, H., 2021. Fresh Fruit Time based on STP analysis and statistics method
(Changchun) Word-of-mouth marketing strategy research. In E3S Web of
Conferences (Vol. 233, p. 02055). EDP Sciences.
Morgan, N.A., and et.al., 2019. Research in marketing strategy. Journal of the Academy of
Marketing Science. 47(1). pp.4-29.
Niazi, N., Rashid, M. and Shamugia, Z., 2021. Role of Marketing Mix (4Ps) in Building Brand
Equity: Case Study of Shell Petrol, UK. International Journal of Applied Business and
Management Studies. 6(1). p.2021.
Sridhar, S. and Fang, E., 2019. New vistas for marketing strategy: digital, data-rich, and
developing market (D3) environments. Journal of the Academy of Marketing
Science. 47(6). pp.977-985.
Sukma, D., Lubis, P.H. and Utami, S., 2019. Analysis of Marketing Strategy of Minyeuk Pret
Using STP, Ansoff Matrix, and Marketing Mix.