Higher National Management Diploma Marketing Report: Morrisons

This report provides a detailed analysis of the marketing process and planning, focusing on the application of marketing principles within a business context, specifically using Morrisons as a case study. The report begins with an introduction to the concept of marketing in the 21st century, emphasizing...Read More

Higher National Diploma in Business
Management
Unit 2 Marketing Process & Planning
The Marketing Concept,
Functions and Mix (Part 1)
Marketing Planning (Part 2)
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Table of Content
Part 1: Briefing Paper
1.0 Introduction p
2.0 An explanation of the concept/definition of marketing in the 21st century
p
3.0 Description of the role of marketing function with examples from the
chosen organisation p
4.0 An analysis of how the marketing function works and interacts with other
departments p
5.0 An explanation of the extended marketing mix and examples from selected
supermarket p
2.0 An evaluation of how the marketing mix adopted by the selected
business (or business unit) contributes to the success of the organisation in
meeting their overall business objectives p
3.0 Recommendations p
9.0 Conclusions p
References p
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1.0 Introduction
In 21 St century business world has become so dynamic that marketing plays an
important role for an organisation to become successful. Marketing refers to an
activity and effort that a business organisation puts to promote as well as the
products and services (Deepak and Jeyakumar, 2019). This basically involves
selling, promoting and delivering the products and services to buyers. The
competition is increasing so rapidly that organisation should focus on this
department so that it can sustain for the long term. It involves the action that is
undertaken by the company to maintain the strong relationship with the customers so
that they can generate more revenues. This following report will have based on
Morrisons company which is the fourth largest supermarket chain of the UK. The
Morrisons is a well-known company founded by William Morrisons in 1899. The
companies headquarter is situated in Bradford, England having around 497 more
stores till 2021 across the nation. The report also covers the role and responsibility of
the marketing departments and analysis on how marketing departments function to
achieve the mission and success of the chosen company. The function of marketing
department that interrelates with other the department of the business is also
discussed. In addition to it the marketing mix is also explained that is adopted by the
respective company to achieve the overall business objectives.
2.0 An explanation of the concept/definition of marketing in
the 21st century
In 21 St century the customer’s preference and demand are so unique that new
technology and development should be used by business organisation to be
innovative. So, to make the product familiar to the customers they invest and focus
more on marketing. So marketing basically refers to the action of the business that
analyse the wants, needs, demand and queries of the customer in an effective
manner for which techniques are applied to a targeted market. Marketing helps in
finding out want customers wants and innovate the products according their demand
so that their satisfaction and expectation can be increased (Agzamov,
Rakhmatullaeva and Giyazova, 2021). This helps in customer’s retention which will
lead in increasing more profits. Marketing is basically done for the targeted
customers that includes the products description in a very creative manner that
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attracts the customers. In 21 set century the organisation uses marketing tool to
achieve the targets.
3.0 Description of the role of marketing function with
examples from the chosen organisation
Role of marketing function:
Marketing is the process that enables the business organisation to achieve
the goals by promoting and advertising the products and services. This department
helps the business to make strategic planning that helps in fulling the demand and
needs of the customers. In respect to the Morrison’s company the role of marketing
function is discussed below:
 Customers’ needs and wants: By adopting proper marketing strategy the
company can determine the customers’ needs and wants. According to the
Morrisons, it examines the recent trend and culture that is going on the market
to fulfil and meet the expectation of the buyers (Tien, Phu and Chi, 2019). To
survive in the market, the organisation should work according to the
customer’s trends and preference.
 Long term survival and growth: The business main focus should be on
meeting the demand and needs of the customers so that it can survive in the
long run. With respect to the Morrison’s, it provides customers with the good
quality of products that helps in maintaining good reputation along with the
customer's loyalty. This will help the business organisation to build the good
brand image in the Market targeted.
 Gain in market share: The market share can be increased of an organisation
by using different techniques of marketing such as advertising, public relation,
direct marketing etc. In relation to Morrisons, it attracts customers by using
different marketing media such as advertising, event marketing that leads in
growth and success. Due to this many people will start investing in the shares
of the respective company which will lead in efficient operation of the
business.
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 Quality product: If the organisation sells the quality product than it helps to
increase the customers pace and this leads to greater profitability. In context
to Morrison it provides the customers with the quality products that helps in
customer retention and belief along with the loyalty of customers will be
beneficial for the organisation (Heggde and Shainesh, 2018).
 Increasing competition: By observing the market very closely, the
organisation can provide the customer with the innovative product that they
are expecting. This helps the organisation to build the intense competition in
the markets. Morrison’s have lots of competitor in the market such as TESCO,
Sainsbury etc. By providing quality and innovative products to its customers it
has gained good market share. The company not only one areas in the
economy but also has spread its stores among other nation too which helps
them to increase their market pace more effectively and efficiently.
 Growth of economy: As lot of investment is done on the marketing by the
business organisation so that customer can be attracted towards the product.
As a result, this will be increase the demand of the products which leads in
increase in employability and profitability level. With respect to Morrison it
provides customer with the innovative and diversified products which helps in
economic growth.
4.0 An analysis of how the marketing function works and
interacts with other departments
Marketing is one the most important pillars of the business organisation that
includes strategic planning and research. This is done by the marketing department
that helps in creating relation with the other departments also. Some of the function
of marketing that interrelates with other are as follow:
 Marketing and manufacture departments: Before developing any products
the respective organisation needs to do adequate research. Further the
company needs to understand the recent trends and markets that helps them
to manufacture product according to the market expectation. Benefits over the
competitors can be gained by putting more efforts in research and providing
quality services to the customers.
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 Marketing and finance departments: The marketing department needs to
coordinate with the finance department so that they can work according to the
budget allocated (Thabit and Raewf, 2018). The budget requirements should
facilitate in different marketing techniques that used by business. The finance
department mainly focus on return on investment, high cash inflow and
increase in sales which helps in growth of the organisation.
 Marketing and human resources: Marketing department also works with
human resources as it hires the people who have good skills on research,
developing and promoting activities of the product. This department also
assist in providing training to the employee that helps in meeting the criteria of
the marketing departments. It helps in growth of the organisation by
developing more capable team of the marketing departments.
5.0 An explanation of the extended marketing mix and
examples from selected supermarket
Marketing Mix
Marketing mix is a part of marketing that mainly focus on accomplishing the goals
regarding the marketing strategy by using seven PS. With reference to this
Morrison's has considered this 7ps while marketing its products and apply these
frameworks gain market position and achieve goals and objectives. The seven P's
are discussed below:
 Product: This refers to that commodity that is built by the business
organisation that helps in satisfying the needs of the customers. The
organisation should design the product according to the customer preference
so that they can achieve the height of the success (Mahmoud, 2018).
 Price: It refers to the value that consumers are willing to pay for the products.
In relation to the Morrison's it provides its customer with wide variety of
products which ranges from medium to higher class people. According to the
seasons and festival it provides discounts and offers in the product.
 Place: The product should be available to the customers according to their
convenience so that it can gain competitive advantage. The respective
company also provide customers with the online services that make easily
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available of the products to the consumers.
 Promotion: It helps in attracting the large number of people towards the
products and influencing them to examine the products. By adopting different
techniques of marketing Morrison's has gained market position (Hanssens
and et., al., 2018).
 People: It refers to the people working for the business in provide services to
the customer's. This helps in increasing customer’s retention by providing
services according to them. This also leads to the employee motivation and
organisation give rewards on the basis of the performance.
 Process: It refers in providing services to the customers on time. It basically
focusses on the delivering the products according to need of the customers.
So that customers keep on purchasing the products (Sudari and et. al., 2019).
The respective company divides the areas and delivery the product
accordingly.
 Physical evidence: Here the customers basically attracts with product
packaging, labelling. In respect to the Morrison's the company provides its
customer with online services and physically products can be also bought in
stores.
2.0 An evaluation of how the marketing mix adopted by
the selected business (or business unit) contributes to the
success of the organisation in meeting their overall
business objectives
To achieve the organisational goals and objective marketing mix plays a vital
role. This helps in understanding the customers’ needs so that it can developed
according to the customers (Anjani, Irham and Waluyati, 2018). With reference to the
Morrison there are many benefits of these framework which are as follow:
 Allocation of resources: Morrison uses the resources very effectively and
effectively that helps in meeting the demand and the firms generate more
profit.
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 Customer's needs: By adopting the marketing mix it helps in understanding
the customer’s preference so that they can meet the needs by providing the
quality services.
 Responsibilities allocation: By providing training to the team’s members
and utilising their specialization the organisation gives more responsibility to
team’s members to give focus on customer satisfaction.
3.0Recommendations
 Marketing mix allows the company to gain more competitive advantage and
increase the profitability. This leads in adding more value in the organisation
so that success can be achieved. In context to the Morrison by utilizing the
resources properly it provides the customers with cost effective products.
 It also adopts different marketing techniques that leads in customer retention
which help respective company to maintain the brand image and increase its
profit regularly. This helps them to diversify the products and development
which leads in increasing sales.
9.0 Conclusions
From the above reports, it has been concluded that in order to achieve the
goals and success, marketing plays an important role in creating good brand image
and customer’s satisfaction. The company should use marketing function in an
appropriate manner so that it can lead to the growth of the organisation. It can also
implement different marketing strategies so that they can gain more competitive
advantage. The business concern gets many benefit by using marketing mix strategy
that helps in attaining the objectives.
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References
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation
Publishing.
Agzamov, A.T., Rakhmatullaeva, F.M. and Giyazova, N.B., 2021, June. Marketing
strategy for the competitiveness of modern enterprises. In E-Conference
Globe (pp. 1-3).
Tien, N.H., Phu, P.P. and Chi, D.T.P., 2019. The role of international marketing in
international business strategy. International journal of research in marketing
management and sales, 1(2), pp.134-138.
Heggde, G. and Shainesh, G. eds., 2018. Social media marketing: Emerging
concepts and applications. Singpore: palgrave macmillan.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies, 4(4).
Mahmoud, T.O., 2018. Impact of green marketing mix on purchase
intention. International Journal of Advanced and applied sciences, 5(2),
pp.127-135.
Anjani, H.D., Irham, I. and Waluyati, L.R., 2018. Relationship of 7P marketing mix
and consumers' loyalty in traditional markets. Agro Ekonomi, 29(2), pp.261-
273.
Hanssens, D.M and et., al., 2018. Consumer attitude metrics for guiding marketing
mix decisions. In Long-Term Impact of Marketing: A Compendium (pp. 557-
600).
Sudari, S and et. al., 2019. Measuring the critical effect of marketing mix on
customer loyalty through customer satisfaction in food and beverage
products. Management Science Letters, 9(9), pp.1385-1396.
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Table of Content
Part 2: Marketing Plan
1.0 How the strategic marketing plan links with the overall organisational
mission, corporate strategy and objectives p
2.0 Clear and SMART marketing objectives p
3.0 Marketing research to support the new product line launch p
4.0 A situational analysis p-p
4.1 Marketing audit, making use of appropriate analytical tools including
SWOT, Pestle and 5C analysis p
4.2 A competitor analysis including the market segments p
4.3 Sub-segments p
4.4 Articulation of the new product value-proposition in the eyes of the
customer p
4.5 Development of the marketing strategies applied to the extended marketing
mix p
4.6 Setting of an overall marketing budget, including allocation of planned
spend p
4.7 Tactical actions p
4.8 Identifying appropriate control and monitoring measures to ensure
achievement of objectives including metrics to measure success such as
Return on Marketing Investment (ROMI) and Customer Lifetime Value (CLV)
p
5.0 A comprehensive media plan that supports the planned marketing
campaign p-p
5.1 A media budget p
5.2 Recommendations and rationale for selected and integrated multi-media
activities within the set budget that meet the marketing objectives p
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5.3 Appropriate digital, offline and social media channels for communication
p
5.6 Full justification for a multi-media plan based on quantitative and
qualitative criteria p
References p
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1.0 How the strategic marketing plan links with the overall
organizational mission, corporate strategy and objectives
Strategic marketing plan is basically a planning process which comprises of the
development of marketing strategy that outlines the objectives, strategies to attain
the objectives and timeline to complete the task (Chernev, 2020). There are different
elements of marketing plan which are link with the mission, strategy and objectives
of firm. In context to Morrison company this has been discussed below: -
 Market research: -In relation to the Morison, the research which is conducted
by the company give them whole detail about the customer’s taste,
preferences, needs, wants and many more. This assist the firm in producing
goods according to the customers need which result in attaining the goals.
 Target market: - In context to the Morison, this basically comprises of
company market base on the basis of demographic, income, area and many
more. This assist the firm in understanding the consumer behavior and
formulate the corporate strategies according to them.
 Marketing mix: - In reference to Morison, this tactic is used by the firm in
order to promote their product in the market and attract the large base of
customers towards them. These 7 PS helps them in implanting the effective
marketing strategies.
2.0 Clear and SMART marketing objectives
This is basically a goal setting techniques which allow the team members to develop
the effective marketing plan to support as well as attain the company objectives. In
relation to the Morrison company, the setting up of smart objectives assist the
marketing team in clarifying that what to attain, how to attain and the areas in which
lacking off (Basil, Diaz-Meneses and Basil, 2019). The SMART objective in context
to the Morrison has been discussed below: -
Specific: The goals which are set need to be specific and clear so that it can
be attain by them easily. In relation to the Morrison, the goals which are set
contained the detailed information which helps the employees in understanding the
result.
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Measurable: to accomplished the desired objectives, goal need to be
measured effectively by specific standard. In context to the Morrison, benchmark can
be used by them in order to measured result.
Actionable: a goal need to be real and set on the basis of team members
skills as well available resources. In relation to the Morrison, the employees of firm
are very talented and they have they have the ability to attain the goals through their
skills.
Relevant: the objective need to be relevant business organization so that
rivalry benefits cab be enjoy by them (Herridge, 2019). In context to the respective
firm. The goals which are set are always relevant to the firm which assist them to
gain more and more profits.
Time bound: specified time need to be attached with the set targets because
without time frame goals become the moving targets. In relation to the Morrison, to
achieved the target specific time is set by the company management which helps
them in comparing their performance in future.
Hence, by using the SMART objectives Morrison management effectively
increase their profits as well as relationships with customers.
3.0 Marketing research to support the new product line
launch
Market research may be defied as the process of determining the viability of the new
services or product by conducting the result in the target market. It is very essential
for the Morrison to conduct the market research and understand the customers as
well as competitor’s strategies (Kumar and et. al., 2018). This helps them for their
new product line of food. Different types of methods can be used by the Morrison like
surveys, interviews, field observations as well as trials to known the perspective of
the consumers.
4.0 A situational analysis
4.1 Marketing audit, making use of appropriate analytical tools
including SWOT, Pestle and 5C analysis
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 Strengths: The Morrison is considered as the biggest supermarket of UK with
over 500 stores within the UK and the firm have unique supply chain and
distribution network.
 Weaknesses: In comparison to their rivals the firm has the limited global
presence which may act as a hurdle for their new food product line. This result
in affecting the firm image (Benzaghta and et. al., 2021).
 Opportunities: The respective firm has the opportunity to promote their new
products through online modes. This helps them to reach to the large base of
customers and increase the sales.
 Threats: Biggest threat which are faced by the firm is increase in the taxes by
the government and the market share acquired by their competitors. This act
as a threat for bringing new product.
PESTLE analysis
 Political factor: In relation to the Morrison, it is very important for the
company management to follow all the rules which are made by the
government to firm from any illegitimate interest (Grassi and Vallati, 2019).
This helps the firm in bringing new product in market.
 Economic factor: The financial position of firm can be affected by increase in the
interest as well inflation rate. To attract the customer base new food product can be
sold at discount.
 Social factor: Morrison must have to provide excellent quality of products to their
customers in order to attract them towards the new product. This result in developing
good perception form the firm product among the customer’s mind.
 Technological factor: - this bring new technology, which result improving the
customer experience as well as the sales (Shtal and et. al., 2018).
 Legal factor: All the laws like employment laws, minimum wage act and many
more are followed by the Morrison company which prevent the firm from being
panelised.
 Environmental factor: The packing methods which are followed by the firm is
eco-friendly which not affect the environment.
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5C analysis
 Company: the marketing manager of the firm analyze the internal environment as
well as strength and weakness of firm by using VRIO and SWOT analysis before
making any decision.
 Collaborations: This make able the organization in promoting the specific goods
worldwide and also assist the firm in distributing through proper supply chain.
 Customers: the Morrison management can reach to the customers on the
basis of demographic and behavioral (Betsch and et. al., 2018).
 Competitors: The local companies are the biggest competitors of Morrison which
can be find out through proper method of industry competitive analysis.
 Context: this basically find out the external elements which may affect the business
operations through PESTLE analysis.
4.2 A competitor analysis including the market segments
Competitor analysis is basically a process which allow the firm to identify the
competiveness of the industry and strategies used by them (Siswati, 2021)
(Henderson, 2018). In context to the Morrison a new food product line is launched by
the company and before launching the product they must have to do the market
segmentation analysis.
 Demographic segment: On the basis of this, for their new food product the
Morrison can segment their market according to age group and gender.
 Geographic segment: the firm can also introduce their product by segment
their market into different regions, countries and many more. This allow the
firm to known the perception as well as taste of the consumers.
4.3 Sub-segments
Demographic segmentation can be used by the Morrison company in order to
segment their market for new product. They can segment their market on the basis
of gender, income, age. Firm focus on all age group as well as income people so
that middle level income group can be covered.
4.4 Articulation of the new product value-proposition in the eyes of
the customer
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This basically describe what customer will get out of product. So, unique selling
proposition is used by the management of Morrison company which make their
product different in the market among the rest one. The uniqueness of product
result in motivating the buyer and attract towards the products. The product
range of the company is very wide and some they promote their products by
throwing some discounting offers in the market (De Pelsmacker., Van Tilburg
and Holthof, 2018). This result in developing their brand image along with the
loyal customer base.
4.5 Development of the marketing strategies applied to the
extended marketing mix
The marketing mix is basically a set of actions which comprises of seven Ps that
helps the management in implementing the marketing approaches to attain the
objectives of the firm (Zhao and et. al., 2019). In relation to the Morrison, the new
food product which is launch by the firm is organic and material used for packing is
recyclable. This improves the firm image in the market.
4.6 Setting of an overall marketing budget, including allocation of
planned spend
This is basically the amount of money which is allocated by the management of
business organization for the expenses related to the advertising of goods and
services. This includes all the cost i.e., direct as well indirect like advertising, public
relation, employing staff, office costs and many more. In context to the selected firm,
the higher management set the marketing budget by considering all the activities of
promotion (Cárcel-Carrasco, Cárcel-Carrasco and Peñalvo-López, 2020).
4.7 Tactical actions
Different types of techniques are taken into consideration by the management of
Morrison company in order to attain the marketing goals. This comprise of different
marketing techniques like publishing blog posts, conducting social media campaigns,
generating leads and many more (Méndez-Suárez and Monfort, 2021). The
strategies which are developed must be real and based on the marketing of new
products so, that set objective can be achieved. In context to the Morrison, the firm
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invite the celebrities to promote the product and advertise product on the company
websites, TV, radio, online or print.
4.8 Identifying appropriate control and monitoring measures to
ensure achievement of objectives including metrics to measure
success such as Return on Marketing Investment (ROMI) and
Customer Lifetime Value (CLV)
 Return on Marketing Investment: It is the method which is determined by
the financial value that is divided by investments or risks (Opresnik, 2018).
This basically measures the cost incurred for the promotion of the product that
contributes towards the revenue of the organization.
 Customer life time value: The value of the organization is determined by the
customers over the period. Morrison's would get benefit by increasing the
value of existing customers by providing products in less costs and acquiring
more new one.
5.0 A comprehensive media plan that supports the planned
marketing campaign
5.1 A media budget
In order to develop an effective media plan Morrison can include specific media
channels so that they can deliver the message and communicate benefits of the
products by following steps:
 Morrison can develop KPIs by sending proposal request to the media
vendors.
 To ensure that company doesn't overspend, it can make budgets lines.
 Standardized insertion orders can be pictured by using flow charts and
percentage analysis (Voorveld, 2019).
 The purchase order can be tracked by different tacking system that is related
with budgets.
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5.2 Recommendations and rationale for selected and integrated
multi-media activities within the set budget that meet the marketing
objectives
Morrison's can deliver its message to the audience by following media budget
to meet the marketing objectives. By making the brand image in the market and
increasing the sales it can ensure that investment made in marketing is appropriate.
Media activities help the customers to differentiate the products and help the
organization to provide the quality product so that public relation can be created.
5.3 Appropriate digital, offline and social media channels for
communication
The different types of channels for communication can be used by Morrison's to
the customers which are discussed below:
 Digital channels: In digital channels the company can use email marketing,
advertisement on websites etc. for promoting the products.
 Offline channels: Newspaper advertisement, bulk mailing can be used for
communicating about the products with the public.
 Social media channels: Facebook, twitter, Instagram, linked-In, google etc.
can be used by Morrison to interact and provide information about the product
to the public.
5.6 Full justification for a multi-media plan based on quantitative
and qualitative criteria
 Quantitative research: This methodology helps to test people’s attitude and
behaviors that is based on applied mathematics evidence. This helps in
making assumption in the test.
 Qualitative research: This analysis is not based on the statistical analysis
and gives more information based on realistic feel that helps in collecting data
and information in more flexible way.
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References
Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
Basil, D.Z., Diaz-Meneses, G. and Basil, M.D., 2019. Social marketing in
action. Springer, 10, pp.978-3.
Herridge, D., 2019. What are SMART objectives and how do I apply them.
Kumar, V and et. al., 2018. Marketing research. John Wiley & Sons.
Benzaghta, M.A and et. al., 2021. SWOT analysis applications: An integrative
literature review. Journal of Global Business Insights, 6(1), pp.55-73.
Grassi, A. and Vallati, M., 2019, May. AI to Facilitate Legal Analysis in the PESTLE
Context. In Proceedings of the 2019 Emerging Technology Conference.
University of Huddersfield.
Shtal, T.V and et. al., 2018. Methods of analysis of the external environment of
business activities. Revista espacios, 39(12).
Betsch, C and et. al., 2018. Beyond confidence: Development of a measure
assessing the 5C psychological antecedents of vaccination. PloS
one, 13(12), p.e0208601.
Siswati, E., 2021. Strategies to target market segments for traditional food products
in Surabaya based on coworking space. RJOAS: Russian Journal of
Agricultural and Socio-Economic Sciences, 1(109), pp.43-46.
Henderson, C., 2018. Consumer Preferences for GM Food Labeling: A Market
Segments Analysis.
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing
strategies, online reviews and hotel performance. International Journal of
Hospitality Management, 72, pp.47-55.
Zhao, K and et. al., 2019, July. A Unified Framework for Marketing Budget
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Cárcel-Carrasco, J., Cárcel-Carrasco, J.A. and Peñalvo-López, E., 2020. Factors in
the relationship between maintenance engineering and knowledge
management. Applied Sciences, 10(8), p.2810.
Méndez-Suárez, M. and Monfort, A., 2021, June. Marketing Attribution in
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Conference (pp. 114-120). Springer, Cham.
Opresnik, M.O., 2018, July. Effective Social Media Marketing Planning–How to
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