MG529 Strategic Marketing Coursework 1 Report

This report covers strategic marketing for Desklib, focusing on Morrison's marketing mix, market size, competitor analysis, customer analysis, and more. It includes a budget and recommendations for the company. Course code MG529.

Strategic Marketing

Contents
INTRODUCTION...........................................................................................................................3
Main Body.......................................................................................................................................3
RECOMMENDATION..................................................................................................................9
CONCLUSION...............................................................................................................................9
REFERENCES.............................................................................................................................10

INTRODUCTION
Marketing can be defined as the actions which are taken in order to maintain the position
in a market and the products are marketed in a way which attracts the consumer towards
business. While the strategic marketing can be refereed where the targets are achieved and aimed
in a very structural and systematic way(Prasad.,2020).The sustainable competitive edge has the
high focal point on the services and targeted market generally for the promotions and price. This
project will give the depth and insight about the competitor analysis, market analysation, micro
and macro factors with the stakeholder analysis. There is proper strategy and action plan in order
to achieve the goals and objectives and there is a race model for the intention of marketing’s and
communication mix moreover it has the inclusion of budget, roll and many other and the
recommendation for the organisation in regards of engaging the customer in digital platform. The
organisation Morrison’s has been undertaken for analysation it is multinational company.
Main Body
MARKETING MIX
It can be explained where the tactics and the action plan are used and undertaken by the
company for the purpose of branding and promoting in the market. The marketing mix of
Morrison’s marketing mix is discussed below:
Product Price
Morrison is a multinational organisation and
the fourth largest supermarket in the united
kingdom. They cater the distinctive needs of
the consumers. They also have the online
presence for making the process smooth and
they offer the numerous grocery delivery.
The organisation Morrison is making the effort
and edge in order to provide the low price to
their consumers. They are reducing and
lessening the prices and adopting the economic
scale advantages.
Place Promotion
The Morrison’s is located in the Bradford
united kingdom. They have the numerous
stores which are distributing the products to
online an offline.
The organisation Morrison’s has conducted
and introduced different market activities
which will bring the awareness as they are
promoting their products by sponsoring and

use the various action plan.
MARKET SIZE
The Morrison sis leading and comes in the highest supermarket retail stores in the United
Kingdom. The organisation has captured the significant amount of market size is 10.9% percent.
The organisation share the significant amount of rivals which is variable in market sainsbury ,
Tesco , asda. Who are in the similar industry (Herbane., 2019). The organisation expanded and have
the 497 stores in England, Scotland and Wales. The organisation is getting success and their
margin is increasing religiously as they are using and coming with the different market strategies
and also to cope up with the downfall.
COMPETITIVE ANALYSIS
In this proper analysation, identification nd in depth research about the products as there
are the numerous competition who serves the similar products in the market (Logemann., 2019). To
have the proper research about products and strong analysation will lead to benefits as the higher
market share in and the higher position in the market will benefit and gave the upper hand in the
organisation . With regards to Morrison they competition is from Tesco , aldi , Sainsbury all
discussed below :
Basis of Difference Morrison Aldi Sainsbury
Market Share In the united kingdom
the Morrison has the
share of 10.9% in
overall .
It has the 8.2% market
share in the Britain
The has quite high
share which is 15.3%
Marketing Strategy The organisation uses
different strategies for
promoting the business
such as hoardings ,
promoting the
products as they are
also launching their
loyalty card .
Aldi has the medium
marketing strategic
which helps them
sometimes or not.
They don have the
over the top of
strategies such as they
provide the leaflets ,
The organisation offer
the nectar reward in
order to generate the
sales and shows the
increment in the
customer. They also
has the different
vouchers and customer

newspaper and the
articles .
coupons .
Pricing Strategy The organisation
Morrison has adopted
the leadership as their
pricing strategy as it is
for marinating the best
quality with low
price .
Aldi has incorporated
the value based
strategies which helps
the consumer and
caters their needs .
They have the
competitive edge and
their strategy is also
competitive pricing
where they tackle the
rival operation
smoothly .
Products & Services The Morrisons offer
different products such
as the food , clothing
and the books ,
magazines
They are known for
offering the products
such as the organic ,
meat and gluten free
products .
The company sells
various organic and
environment friendly
products for instance
the frozen salad and
the vegetables .
MACRO AND MICRO ECONOMIC FORCES AFFECTING ORGANISATION
PESTLE ANALYSIS
pestle can be explained where the macro and external factors are discussed:
political factors : Morrison’s is the fourth largest supermarket which provides and do the service
in distinctive nations as the Britain unstably and fluctuating government has the impact in the
business after Brexit the performance can is low(Ammar., 2018).
 Economic factors : the economy of united kingdom is facing the criss globally and the
eradication or the levelling off the purchasing power of a consumer has impacted the
organisation.
 Social factors : in this factor the behaviour , social , ethics has been considered and
catering the preferences of the consumer .
 Technological factor : the advance up graduation and high end technology has been used
they in-store experience has increased and the smart portal for benefiting the worker so
the technology and artificial intelligence has been incorporated .

 Legal factors : the distinctive country legal and documents are different and
understanding the problems and international laws .
 Environmental factors : this factor plays the role in organisation . The company needs
to understand and caters all the government regulation which will be made . It has the
competitive edge from the rivals .
SWOT ANALYSIS
Strength Weakness
The organisation has the strength in terms of
revenue one of the largest and stands fourth in
the Britain .
It has the effective and efficient supplier which
plays the significant role in the operations .
They follow the simple model and reducing the
cost of a company . They have the great bond
with their consumer s and the supplier s.
The organisation need to use more of
technology as they lack behind from their
competitors this is one of their weakness .
The financial planning is not efficient and
effective up to mark so they lacks behind due
to this .
Opportunities Threat
The advance technology incorporation and
opening the nee market in the different
nations .
Understanding the consumer behaviour and the
trends of the market which keep coming .
The irregularity in the innovative supply . The
high and low keeps coming their is not stability
.
The intense and high competition.
CUSTOMER ANALYSIS
The organisation Morrison is providing the significant and considerable amount of
products to the customers with the high quality. The service are effective and efficient . They
also offers the low prices to the products along with that they maintain the high quality. They are
providing the products which are satisfying the consumers(Armstrong., 2021)(Sheehan., 2018)(Ansell, .,
2019).

STAKE HOLDER ANALYSIS
It can be explained where the organisation build the flexible action plan of the road map
where they can establish the relationship with stakeholder with the impact of business
operations . with regards of Morrison the stakeholder analysation is discussed below:
 high power high interest : it encompasses the owners and investors in the company the
management is done properly with the interest and influence in the business operations .
With regards to Morrison’s the shareholders have the high position in making the
business orders.
 High power, low interest : in this the government and communities falls into the
consideration with the high power and low interest . With regards to Morrison , the
Britain government has the right to regulate the laws and employment rules in the
Morrison’s operations they are getting the corporate tax timely .
 Low power, high interest : in this organisation has lower power in making the decisions
and the high interest in the working of a company . According to the company Morrison’s
the workers are delegated with the responsibility and accountability to encourage the
workers with the sky rocketing earnings .
 Low power, low interest: the customer come with low power and low interest . With the
regards of Morrison’s they are concerned with the products and services .
KEY STRATEGIC MARKETING OBJECTIVES
The marketing action plan of Morrison’s is to provide the higher quality of food with the
services which stand out to the consumers as they pay the prices . The organisational aim is
provide the better and quick services .
CAMPAIGN STRATEGY
The objective behind the campaign action plan is to have the increment in awareness
among the individuals and for the extra values which are curated and created for the customers as
for them providing the high quality of products and services to the customer with the affordable
price (Ansoff., 2018). The main goal is to provide the money value to the consumer and in the last
the numbers of customer should be increased .
STP ANALYSIS :
 segmentation : the Morrison’s has adopted the geographical segmentation as the
organisation is expanding their business on the basis of geographical locations . Apart

from this their main goal is to also adopt the demographic segmentation and
fragmentation as they wish to provide the products to every sort of age, with the different
age and gender.
 Targeting : the Morrison’s targeted market is on the basis of profit and the marketing
share in the economy (Hunger., 2019).They have targeted the different segment and
expanding the business in distinctive countries .
 Positioning : In this the position of the organisation in the economy assist in making the
position of products and services stable from their competition . With regards to
Morrison’s it is developing the price values by providing the high quality of food and
services to the consumer.
BUDGET
MORRISONS Marketing Monthly £
Advertising campaign £30m
Social Media advertising £39m
Marketing automation £30m
Online display advertising £55m
Search engine optimisation £25m
Management training £85m
Total £264m
RACE MODEL
The race model can be explained in managing and planning the distinctive registries also
it is used for making the digital campaign and run the campaign for the organisation. The
marketing campaign and promotion is done with regards of Morrison’s the you tube , Instagram,
Facebook , twitter by using all these social media platform the promotion and insight is given to
the consumer(Bogers., 2019). They can also be aware about the discount and vouchers which the
organisation will offer.
KPI

The kpi which is knowledge performance indication which is a tool for managing the
performance of an individual and accomplishing the goals and objectives of a organisation.
Major indicator of kpi which is used in Morrison are discussed below:
 customer satisfaction: it is the indicator which is used for measuring the success in
marketing campaign where the organisation gets the feedback and constructive criticism
from the customers regraded to the products and services. The satisfaction is subjective
and it varies as it can be also based on the efficiency of products and effectiveness of
products.
 revenue growth: it can measure on the basis of the cost of goods sold and it tracks down
the sales of a company.
RECOMMENDATION
From the above report it can be advised and recommend to the managers of a company
that they should make people aware about the discounts they offer more often as it will boost
their sales. The organisation should be active on the social media where they can answer the
queries of consumer and provide the solution in a efficient manner.
CONCLUSION
From the above report it can be concluded that strategic management is one of the
important tool for the companies which assists and allows the company to run effective and
efficiently the business swot analysis and pestle analysation has also been done. The competitor
analysis where the customer strength and weakness of a rival is understood whereas the customer
analysis where the customer or the customer preferences is being done as well as the digital
marketing practices by using the model called race mode(Fuertes., 2020).

REFERENCES
Books and Journals
Ammar, O. and Chereau, P., 2018. Business model innovation from the strategic posture perspective: An
exploration in manufacturing SMEs. European Business Review.
Ansell, C. and Boin, A., 2019. Taming deep uncertainty: The potential of pragmatist principles for understanding
and improving strategic crisis management. Administration & Society, 51(7), pp.1079-1112.
Ansoff, H.I., Kipley, D., Lewis, A.O., Helm-Stevens, R. and Ansoff, R., 2018. Implanting strategic management.
Springer.
Armstrong, M., 2021. Strategic human resource management. Kogan page.
Bogers, M., Chesbrough, H., Heaton, S. and Teece, D.J., 2019. Strategic management of open innovation: A
dynamic capabilities perspective. California Management Review, 62(1), pp.77-94.
Fuertes, G., Alfaro, M., Vargas, M., Gutierrez, S., Ternero, R. and Sabattin, J., 2020. Conceptual framework for the
strategic management: a literature review—descriptive. Journal of Engineering, 2020.
Herbane, B., 2019. Rethinking organizational resilience and strategic renewal in SMEs. Entrepreneurship &
Regional Development, 31(5-6), pp.476-495.
Hitt, M.A., Ireland, R.D. and Hoskisson, R.E., 2019. Strategic management: Concepts and cases: Competitiveness
and globalization. Cengage Learning.
Hunger, J.D., 2020. Essentials of strategic management.
Logemann, M., Piekkari, R. and Cornelissen, J., 2019. The sense of it all: Framing and narratives in sensegiving
about a strategic change. Long Range Planning, 52(5), p.101852.
Prasad, L.M., 2020. Principles and practice of management. Sultan Chand & Sons.
Sheehan, M., Grant, K. and Garavan, T., 2018. Strategic talent management: A macro and micro analysis of current
issues in hospitality and tourism. Worldwide Hospitality and Tourism Themes.