Strategic Marketing Planning for Morrisons

STRATEGIC MARKETING
PLANNING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Corporate and Business Objectives.............................................................................................3
Ansoff Matrix marketing theory.................................................................................................3
Marketing Mix Strategy..............................................................................................................5
CONCLUSION................................................................................................................................7
Books and Journals.....................................................................................................................8

INTRODUCTION
Strategic Marketing Planning (SMP) is a continuous process that is used by organization
for formulating effective strategy and implementing it into targeted market. In competitive
current business scenario it is essential for organization to have effectual SMP for achieving
desire position in industry. The chosen company in present report is Morrisons that's the largest
supermarket chain of UK. Current case study will include corporate and business strategic
objectives of specified firm. Present report will comprise marketing model suitable for
organization in attaining its objectives.
TASK 1
Corporate and Business Objectives
 Increasing sales of company by 15% at the end of 2 years so that profitability margin can
be enhanced with mentioned period.
 Improving employee turnover about 10% within 120 days so that cost for recruiting,
retaining, etc. can be reduced.
 Enhancing operational efficiency by 25% for achieving higher productive till the end of
current financial year.
 Providing better customer services through enhancing marketing and promotional
strategy more effective by 20% at the end of 2 years. Obtaining required skills, knowledge and experience through providing training &
development programs to workers by 15% at the end of 1 year.
Appropriate marketing theory for achieving these mentioned objectives of Morrisons
There are several models that help firm to reach its desirable goals in effectual patten.
Morrisons is progressing supermarket chain that has important objectives for long as well short
term that can be attained through mentioned models (Hernandez and Menon, 2021).
Ansoff Matrix marketing theory
It is defined as grid tool that can be utilized by Morrisons for analysing and identifying
appropriate marketing strategy. The theory shows 4 approaches that can aid organization in
assessing & evaluating risk associated with each strategy. It comprises product and market
penetration & development, diversification.
Market Penetration