Strategic Marketing Analysis of Morrisons plc

MG529 STRATEGIC MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Market analysis............................................................................................................................4
Identification of organization's key strategic marketing objectives for the campaign.................7
Campaigning strategies................................................................................................................8
RACE Model for the campaign ..................................................................................................9
Marketing Roll Out Plan..............................................................................................................9
Gantt chart..................................................................................................................................10
Budget .......................................................................................................................................11
Key Performance Indicators .....................................................................................................12
Recommendations......................................................................................................................13
CONCLUSION..............................................................................................................................13
REFERENCES................................................................................................................................1

INTRODUCTION
The element of marketing in a business organization means the process of promoting
one's goods and services to the larger consumer markets. On the other hand, the process of
strategic marketing management refers to the measures and guidance that the organization
provides in order to market its products successfully. This helps to target the selected audience
for brand promotion (Chernev, 2018). The report below will analyse strategic marketing and its
relevant aspects on the basis of UK's leading supermarket retail store 'Morrisons plc'. Morrisons
offers an array of products ranging from farm produced organic edibles, apparel, etc. The report
will include the company's detailed market analysis to determine its market size, competitors'
status, various economic forces, and stakeholder measurement. It will contain a roll-out
marketing plan for strategic implementation of the company's goals.
MAIN BODY
Market analysis
Market size
Market size refers to overall number of possible customers or buyers in the market for a
given particular product. The giant retail organization of Morrisons firm consists of more than
130,000 employees in approximately over 500 retail stores and has good market share in the UK
retail industry. The company consists of a broad range of retail products pertaining to either
groceries or homely goods. Almost every country has different tax rates, import rate,
unemployment rate, etc. which affect the company's stability in market. The changing in policies
impact affect the business sales and its market size eventually. Economic conditions never
remain same it will change according to market conditions. As Morrisons is a long-standing
company but it is still dependent around 30% of share of UK market. But sometimes economic
factors will be depended on the consumers spending capacity, demand and taste and preferences
of consumer. It mainly focuses on the advertising for its brand value in lieu of luxurious items

and all these factors determine its market size. The retail firm can market its products based on
its market size to increase its total share. (Tiemann, 2020).
Competitors' analysis
The above analysis of market size can be accurately illustrated through an organization's
competitor analysis which can be seen in the context of Morrisons company. The organization
industrial rivalry among the global and local food and drinks industry is extremely high. Within
the industry, there are a lot of factors involved pertaining to various functions like
manufacturing, high distribution costs, patenting, qualitative expenses, licensing laws, and more.
It is high for this industry due to high level of competitors and their counter products. The
company can curb this disadvantage by enlarging its customer base. The suppliers play a key role
in the demand and supply chain of the firm. The foods industry too like many others get affected
by the powerful position of suppliers. The company can benefit from being service oriented too
besides supplying consumer products as its new strategy. The retail-store has to tailor its
products as per customers' needs for gaining competitive edge (Shi, Sun, and Zhang, 2018).
Analysing micro and macro-economic forces affecting the organization
SWOT ANALYSIS
Strengths Morrisons has a good network of both traditional and digital
marketing platforms. With a well diversified market supply chain,
it is the largest buyer of British farm produce and is extending its
reach to more suppliers.
Weaknesses The company has a very low customer satisfaction level. Also, due
to some conflicts regarding the rights of British farmers it has
become unpopular thus negatively affecting brand image
(Benzaghta and et.al., 2021).
Opportunities There is an array of opportunities in the form of establishing a
strong online presence. It can boost brand image and business by
growing 'organic products' market.