Product Development and Customer Satisfaction at Morrisons

This report examines the effectiveness of product development strategies on customer satisfaction, using Morrisons Supermarket as a case study. It begins with an introduction outlining the research's background, aims, and objectives, followed by a literature review that explores the significance of product development, customer satisfaction measures, and organizational performance enhancement. The methodology section details the research approaches, philosophy, and data collection methods. The report then presents data analysis, recommendations, and conclusions, offering insights into how Morrisons can improve its competitive edge through product development. The research emphasizes the importance of understanding customer needs and adapting to market trends to drive business success. The report also includes a detailed literature review, research methodology, data analysis, recommendations and conclusion.

Research Project

ABSTRACT
The report is based on is to identify the effectiveness of product development and its
effect on increasing customer satisfaction in the organisation. In this, primary and secondary
research is conduct for collecting appropriate data and information in proper manner. Also
analyse various authors view and thoughts on research objectives. Data analysis help in
evaluating the respondents reviews regarding company products or services.

Table of Contents
ABSTRACT.....................................................................................................................................2
TITLE:.............................................................................................................................................1
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Overview of research........................................................................................................1
1.2 Background of research....................................................................................................2
1.3 Research Aims and objectives..........................................................................................2
1.4 Research questions...........................................................................................................3
1.4 Importance of research.....................................................................................................3
CHAPTER 2: LITERATURE REVIEW.........................................................................................4
2.1 Significance of product development in Morrisons company..........................................5
2.2 Measures used by Morrisons for attaining customers satisfaction at market area...........6
2.3 Effect of new product development on enhancing organisational performance..............7
2.4 Recommend different ways by which Morrisons can reaching with higher competitive
edge.........................................................................................................................................8
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................9
3.1 Research approaches........................................................................................................9
3.2 Research philosophy.........................................................................................................9
3.3 Research onion...............................................................................................................10
3.4 Research data collection.................................................................................................10
3.5 Research sample.............................................................................................................11
CHAPTER 4: DATA ANALYSIS................................................................................................12
CHAPTER 5: RECOMMENDATION AND CONCLUSION.....................................................25
5.1 Recommendation............................................................................................................26
5.2 Conclusion......................................................................................................................26
REFERENCES .............................................................................................................................28
APPENDIX....................................................................................................................................30

TITLE:
“To identify the effectiveness of product development and its effect on increasing
customer satisfaction. A case study on Morrisons Supermarket Plc.”
CHAPTER 1: INTRODUCTION
1.1 Overview of research
In an organisation, product development is determined as one of the most important
factor of business so this will assist in gaining high level of growth and success at large market
place. In current time period, an enterprise mainly consider on attaining customer satisfaction by
offering different types of goods and services in market area. Along with this, customer
satisfaction is consist as one of the major factor which help in enhancing brand image of
company in the mind of country people. This research report is based on Morrisons Supermarket
Plc which is situated in united kingdom (Varley, 2014). It is the forth largest supermarket chain
in the united kingdom. Along with this, the main purpose of this company is to make and
produce new goods and services which help in increasing the revenue and sales of organisation
in large market place.
Research can be determined as one of the major factor in the study that will assist an
individual for enhancing its skills and knowledge by implementing accurate procedure for
reducing the chance of disputes and conflicts so this will help in creating major issues or barriers
for specific area of examination (Pettinger, 2013). The effective step can be followed by
investigator while they will conducting an appropriate research report which are described as
under:
Introduction – It can be explained as it is one of the important section of investigation as
it will start the point of research work in better manner. The major aim of this project is to
selected the continuing researching work or task for giving accurate direction properly.
Literature review – This is one of the most essential element of research work so this is
mainly based on views of different scholars and authors for analysing the major demand and
needs which has been implemented effective method of new product development that has been
satisfying all customers desires at large market area.
Research Methodology – It is one of the major part which help in providing systematic
direction to a investigator for draw valid and reliable results in better manner. It is totally based
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on selection of the quality of specific research effectively (Campbell, Edgar and Stonehouse,
2011). Along with this, there are various method of research such as design, approach, concept,
data sampling, data analysis, etc.
Data analysis – In this section, legitimate appraisal can improved whole situations and
conditions that required to be evaluating or understanding the feeling of specific person for
particular skills and knowledge.
Conclusion and Recommendation – It is consist to be final stage where an appropriate
results and outcome of entire work is discussed in proper manner. The main opportunity is to
propose the reasonable changes and alterations if there are necessary for examine above
information (Leiss and et. al., 2013). In addition to this, the demand can be completed regarding
report by going through whole research in better way.
1.2 Background of research
It is most essential section of research work so this is the major factor that are effective in
conducting the investigation work which are analysing and examining in better manner. This
includes the main motive and aim of investigation where ideas and thoughts regarding research is
described (Inderst and Wey, 2011). The main objective is developing and preparing on the basis
of specific investigation issues and barriers so such are required in the form of small evidence
that includes all uncertain are explained in well organised way. Morrisons supermarket plc is
mainly concentrate on rendering satisfaction to their desired customers by manufacturing more
valuable products and services at market area. Research objectives and questions assist the
investigator in providing accurate direction to the researcher for executing all major functions
and activities in desired manner. The proper outline specification assist investigator for
implementing all functions and activities in better manner so this will collecting reliable and
valid results effectively.
1.3 Research Aims and objectives
Aims- “To identify the effectiveness of product development and its effect on increasing
customer satisfaction. A case study on Morrisons Supermarket Plc.”
This is another other important part of research which is importantly interrelated with
major research aim and objectives. Objective are determined as particular research activities and
functions which plan for bring out all of investigating work in correct direction. Along with this,
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major objectives are required in small statements where main issue and problem of research are
described effectively. There are certain important objectives which are described as follows:
 To analyse the significance of product development in Morrisons company
 To identify the measures which can be used by Morrisons for attaining customers
satisfaction at market area.
 To determine the effect of new product development on enhancing organisational
performance.
 To recommend different ways by which Morrisons can reaching with higher competitive
edge at large market place.
1.4 Research questions
Research question are determined as answerable questions that are fully based on certain
specific issues of concern. This is that section which considered with major objectives and aims
of research and it will assist in conducting the part of literature review in better manner. There
are some important question of research which are described as follows:
 What are the significance of product development in Morrisons company?
 What are the measures which can be used by Morrisons for attaining customers
satisfaction at market area?
 What is the effect of new product development on enhancing organisational
performance?
 What are the different ways by which Morrisons can reaching with higher competitive
edge at large market area?
1.4 Importance of research
Customer satisfaction is one of the major factor for every business concern in which firm
are doing work for satisfying their customers at large market place. Along with this, the
customers are the main asset of the firm which help them in enhancing income and revenue by
purchasing products and services. In the large market place, needs and demand of desired
customers can change according to the current trends which occurs in the market trend, so it is
the major duty and responsibility of company and it is the higher government to analyse or
evaluate latest trends which help in producing effective and good quality of products or services
to their customers in the market area. Morrisons Supermarket plc is the popular chain of grocery
which is located in united kingdom. The firm was established in the year of 1899 by William
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Morrisons (Zimmerman and Blythe, 2013). This is the public limited organisation and it mainly
deal with different types of goods and services at market place.
The company headquarter is situated is in Bradford, West Yorkshire, England. It is
necessary for focused area of Morrisons Plc which help in manufacturing new goods and
services for attracting large number of customers towards company offered goods or services in
market area. On the other hand, the major aim of this research is that it is one of the major part of
such type of investigation project so each and every function of research are totally based on
defined aim of this study in better manner. This will assist researcher in providing important
direction for executing all major activities and functions in well organised manner so it will help
in overcoming with such research issues or problems (Gomes, and et. al. 2011). Along with this,
the major aim of this specific research are as follows:
The research consideration is based on significance of effective product development and
along with this it is directly effect on formulating customers satisfaction in proper manner. A
research project provide best opportunities to learner for developing and formulating skills or
abilities in specified area of examination (Kaplinsky and Posthuma, 2013). Along with this, this
will enhancing the skills and knowledge of individual that assist in conducting specific research
in their upcoming future time period so they will accomplishing high level of success and growth
in their career.
CHAPTER 2: LITERATURE REVIEW
Literature review enable an investigator for became specialist in particular field. Along
with this, it is that part which assist in conducting in-depth investigation with the opinion of
different scholars and writers who are providing them some important views and reviews with
the help of certain specified study. Also it provides effective theoretical frameworks which help
in completing the effective research work in efficient and appropriate manner. It is that part
which is mainly based on previous research so it will help investigation work for analysing and
examining collective facts and figures on particular topic. Literature review is one of the
fundamental part of this specified research work report in which the researcher require to
conduct deep examination and study of different factors and point of various experts or
specialists. It is that type of research which assist in describing accurate consideration and
investigator ability for analysing the major issues and problems in determined topic. Along with
this, there are various customer satisfaction method which help them in gaining attention of large
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number of buyers in proper manner. Also this will assist in getting high level of income and
profitability effectively (Fernie, Fernie and Moore, 2015). Such appropriate analysis play an
important role in developing and formulating literature review that arise for evaluating scholars
and authors in better manner. These factors will assist in achieving current and existing outcomes
in proper way. Such type of literature review are describing all research questions answer in
correct manner.
2.1 Significance of product development in Morrisons company
According to the Jenkins and Williamson, 2015, product development is the effective and
good factor which help in attaining high level of success and growth at large market place. Along
with this, an organisation mainly concern with formulating and making new type of products and
also creating new innovative goods at huge market place for satisfying all customers needs and
demand regarding effective products or services. Apart from this, the customers taste and
preferences are later according to the changes occurs in the current market trends so it is
necessary for every business concern is to analyse and examine the whole market before
manufacturing of new products for attracting more customers effectively. In addition to this, the
product success and growth development mainly require to determined sources or methods and
getting opportunities for attaining high level of growth and success of an organisation. As a large
business organisation, Morrisons supermarket is mainly concentrate on producing new and
unique goods at market area for acquiring high level of satisfaction to their desired customers.
According to Sparks 2011, it is very famous and popular supermarket chain like
Morrisons which implemented new software in their firm so they will speed up new product
development procedures and they are announcing RedSky IT so they can bringing out their
product modification and improvements life cycle in proper manner. This is that process which is
very effective for an organisation for increasing the visibility and feasibility of products and
rendering accurate data and information appropriately. Therefore, Morrisons deal with various
competitors such as ASDA, Tesco, etc. which can be develop and regulate all business activities
in effective way in the large market place so it is necessary for them is to launching different
types of alterations within the management operations so that they can easily conduct their
products dealings in appropriate manner to their desired customers. With the assistance of new
technology, they will be capable for giving rapid way services to their new clients through this
they will able for enhancing their efficiency and also take benefits in different situations and
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making some new innovative goods while introducing in the large market area effectively. They
require to maintaining and regulating all business operations or functions in effective way for
getting high amount of income and revenue (Metzger, 2014). They can easily determine such
type of factors and elements tat can effectively performance all activities or functions in proper
way.
2.2 Measures used by Morrisons for attaining customers satisfaction at market area
As per the view point of Pettinger (2013) for a business organisation it is required to
analyse customers requirement and demand to provide them quality products and services in
effective manner. These activities are based on attaining target goals and objectives of a business
organisation in effective manner. In a business organisation, management play a most important
role for analysing employees skills and abilities to provide them appropriate responsibility.
Through this, they manage working activities and approaches of business organisation.
Marketing division of an organisation play a most important role in order to analysing customer's
requirement and need to provide them quality services easily. Customers are the last buyer of
products so for them organisation needs to manage all the activities effectively. All these
working department of an organisation is works to provide higher satisfaction to customers by
analysing their requirement and need in effective manner. Production department of an
organisation is produce quality products and services that are required by an consumers. Through
this they can easily build long term relation with them in effective manner. Morrisons is a
supermarket chain of UK in which various employees are provide their effective contribution to
attaining target goals and objectives of firm. Production employees are basically uses different
techniques and creative ideas to maximise customers attention toward the organisation easily.
These are the most effective and impactful methods that also uses to build market image of an
organisation.
Advance technology has major impact on such activities because it is basically uses to
make proper modifications and changes in existing products and services of an business
organisation. All these alterations are based on customers requirement and their need for specific
product and service (Pettinger, 2013). Through this, firm can easily get higher competitive
advantages in target market. Consumer of a product always want a effective and impactful
service that provide them higher satisfaction. Marketing division of Morrison uses several
techniques and tools to provide information about new product and services of an organisation.
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Main objective of this division is to maximise sales and profitability of business firm to getting
maximum growth. In others, marketing activities of an organisation is include promotional tools,
marketing activities and effectiveness. Through this, they introduce service to customers on the
bases of their requirement and need. These activities are determining long term benefits of an
organisation to getting higher advantages easily. Marketing is not an easy task because for this
firm needs to manage all their operational and functional approaches in effective manner. Human
resources department of Morrison is basically works for managing and operational activities.
Main objective of this division s to attaining future goals and objectives of firm in effective way.
Human resource manager of firm play a most important role in such organisation. They are
basically analyse organisation goals and objectives that are require to achieve in effective
manner. In this case they analyse organisational requirement to manage them properly. Human
resource manager of firm conducts different recruitment and selection process to hire new and
skilled candidate in organisation. These activities are require to implement for manage all the
organisational procedure in effective manner. Through this, management of firm can easily
provide higher satisfaction to their customers in effective manner. These are the most useful and
impactful approach of an business organisation (Zimmerman and Blythe, 2013). HR manager
also conduct several training program for their employees to enhance their interpersonal skills
and working approaches in effective manner.
All there activities are used to provide higher customer satisfaction to customers easily.
Finance and information technology division also manage activities of business firm as they
analyse requirement of customers to provide them higher satisfaction by making positive
changes easily. All these alteration are require appropriate funds, time and techniques to manage
things in effective manner. Information technology is require skilled and experienced candidates
who can manage things effectively to getting desirable outcomes. Morrisons needs to use some
other techniques as cost effective procedure and business approach to capture customers eyes
easily toward their services. All these business approaches maximise customers satisfaction level
and organisational growth as well.
2.3 Effect of new product development on enhancing organisational performance
In an organisation, new product development is determined as one of the most important
method that can be used by every small and large level of business organisation which help in
making and developing effective performance of the company in proper manner. Along with
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this, the firm products are the major representative that can be used for attracting large number of
customers towards company, this will help in creating values for increasing income and revenue
of organisation in market place. The new product development is the major key strategy which
can be implemented and executed by firm so it will assist in gaining higher competitive edge at
market area. In current time period, the scenario competition is very high at large market area so
every business concern are developing or making unique products so this will assist in providing
higher level of competition against their competitors or rivals (Thompson and et. al., 2012). As a
large supermarket chain, it is required for Morrisons plc is to build and maintain correct image of
their company products at large market place with the help of formulating unique and innovative
goods or services for their customers.
On the other hand, the major impact of new product development process is very strong
ad impactful on an organisation so there are different types of alterations or changes which has
been done by them for improving their market place. They need to taking that place in the market
where they can easily attracting large number of customers towards firm products and services.
Also they can easily grab the whole market place where buyers can purchase their demanding
goods from the sellers (Macdonald, 2011). Through this, they can easily satisfied with company
products or services that can assist in developing and formulating new type of products for their
customers effectively. New product development have various stages which help company in
gaining high amount of income and profit in proper manner. This will help in developing and
making company goods or services for increasing organisation performance effectively.
2.4 Recommend different ways by which Morrisons can reaching with higher competitive edge
According to Varley (2014) For a business organisation, it is require to use different ideas
and techniques for managing their business activities and getting higher competitive advantages
easily. Morrisons is a largest supermarket chain which has a large number of customers who
purchase their highly services. For reaching on higher competitive edges firm needs to use
different techniques and tools. Through this, they can easily analyse how to make positive
activities in a business organisation. All these business approaches are basically uses to
maximise organisational sales and their products values to maximise profitability. Morrison
should have to provide proper services and products to their customers to build positive relation
with them for a long term period. It is a most effective and impactful strategy of firm because
through this they can easily develop a positive brand image in front of target market or in front of
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target consumers. It is a needful strategy of firm that helps in developing positive image of firm
easily. Major objective of this organisation is to getting long term benefits and competitive edges
through their effective products and services. Company needs to use advance technology and
innovative ideas to to enhancing productivity and employees performance effectively. All these
business approaches are very helpful and manageable. By implementing such ideas and
techniques, Morrisons can maximise profitability, sales and performance of employees to getting
maximum benefits and advantages easily. Through this, firm easily maximise competition in
market for existing organisation by their products and services. In this procedure, it is require to
manage quality of products more effective than other organisation because through this, they can
easily provide higher satisfaction to customers in appropriate manner. These ate the most
impactful and effective business approaches that helps to maximise competitive edges in target
market.
CHAPTER 3: RESEARCH METHODOLOGY
It consist with one of the most important part of investigation project which are based on
different application that are assist in moving towards accurate direction with the help of
selecting major appropriate methodology in proper manner (Macdonald, 2011). Along with this,
it is that part which which provide effective frame to researchers to executing all functions and
activities of investigation in better way.
3.1 Research approaches
It is one of the most powerful apparatuses of research that are provide help in conducting
investigation for recognising the various ways so they can easily get appropriate results. The
research methodologies are divided into two fundamental investigation approaches that includes
inductive and deductive approach of research. Along with this, the inductive approach is
determined as subjective data and information. In this report, deductive research is used for
collecting required facts and figures.
3.2 Research philosophy
In this part, there are various types of methods, source, name and also formulating
effective knowledge of the investigators. In other words, it is considered as analysing and
evaluating specific data in proper manner. In addition to this, it can be categorised in two parts
such as interpretivism and positivism. They are selecting interpretivism research due to this they
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