Marketing Strategy and Marketing Mix of Morrisons

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