Principles of Marketing Management

Principles of
Marketing
Management

Contents
INTRODUCTION...........................................................................................................................3
Company background......................................................................................................................3
Macro analysis.................................................................................................................................3
PESTEL analysis.........................................................................................................................4
Micro analysis..................................................................................................................................5
Competitive analysis........................................................................................................................7
SWOT and analysis of SWOT.........................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Principles of marketing is described as the idea of marketing and concept that is being used
by organisation in developing their marketing strategies. Marketing managers of every
organisation identify the changing trends and demands of the customers in order to attain their
competitive advantage in the market (Asmoro, and Bachri, 2021). there are various principles
like principle of planning, direction, control and motivation that helps the organisation in
achieving their organisational goals and objectives and satisfy their customers. In this report the
organisation taken is Morrisons. It is the largest supermarket chain of UK and it is having
headquarters in England. Company was founded in the year 1899. This report includes
background of a company, micro and macro analysis then it consists of competitive analysis and
SWOT analysis of the company. At last, there is a conclusion made for the company of the
current situation.
Company background
Morrisons is the largest chain of supermarkets in UK which is having headquarters in
England. Company was founded in the year 1899 by William Morrisons. It is operating in about
495 stores in all over UK. There are about 110,000 employees working in the company currently.
The company is dealing in the products like food and drink, clothing and magazine, books and
DVDs. Morrisons is having various competitive like Tesco, Sainsbury and Aldi. They are using
marketing strategies in very effective manner and developing their product to satisfy customer
needs and demands.
Macro analysis
Macro analysis conducted by the organisation to analyse the external environment of the
company which can impact internal business operations and performance (Azadkhani, Imanfard,
and Soltani, 2020). This mainly focus on political, social, technological, legal and environmental
factors. It consists of all those factors which have no control over the company so they have to
develop according to these factors. Morrisons is conducting proper market research and planning
to overcome from these factors so that they could gain competitive advantage in the market. This
is conducted through Pestel analysis.

PESTEL analysis
Pestel analysis is a system of the factors that can affect internal environment of a company.
this stands for political, economic, social, technological, legal and environmental factors.
Morrisons is auditing in the market of UK and analysing all the factors accordingly here is the
discussion of pestle analysis below:
 Political factors : Political factors in the UK affect Morrisons presentation and success.
Because the debts of the British government and customers are very high in the British
political environment. Political issues comprise tax policies, job restrictions, and
government-adopted fiscal rules that touch the cheap and certain industries (Beckert,
2021). Morrisons is a largest food retail organization and has increased the requirements
to classify the political state in each country in direction to run commercial purposes
normally. Organizations closely analyse all issues in the UK market and formulate
effective strategies and plans. The Brexit uncertainty in the UK market affects Morrisons
imports from further nations.
 Economic factors : The economic environment includes several factors that affect
Morrisons performance, such as exchange rates, savings and interest rates, as well as the
business series that controls economic petition and asset. In the UK economy, rising fuel
prices will increase the value of product and service transfers and decrease profitability.
Also, rising salary expectations is a financial factor that affects Morrisons by raising
organizational costs. As there are several supermarket brands in the UK, such as Tesco,
Asda and Aldi, this improves Morrisons overall competitiveness. The organization
continues to bring innovations to gain a competitive advantage.
 Social factors : Because customers tend to buy from supermarkets like Morrisons rather
than homegrown retail stores, since these organizations offer all products and services
below one rooftop (Economics and West, 2021). Social factors include many factors,
such as cultural trends, demographic analysis, and demographics, that can have a positive
and negative impact on the business. As Morrisons offers healthier food to its customers,
this provides an excellent opportunity for organizations as customers in the UK have
switched to healthy eating habits. Morrisons provides training skills to its employees to
indulgence customers in a friendly manner in order to attract and retain them in the
organization for a long time.