Analysis of Product Development and Customer Satisfaction at Morrisons

This report undertakes a comprehensive analysis of product development's effectiveness and its influence on enhancing customer satisfaction, using Morrisons Supermarket Plc as a case study. The introduction highlights the significance of product development in achieving business growth and customer satisfaction in the modern market. The report formulates a project outline, defining the research aim as analyzing the effectiveness of product development and its influence on enhancing customer satisfaction. It establishes research objectives to identify the importance of product development within Morrisons, determine customer satisfaction measures, ascertain the impact of new product development on organizational performance, and recommend ways to achieve a competitive edge. Research questions are also posed. The report then reviews key references, emphasizing the importance of product development for growth, Morrisons' adoption of new software for product development, and measures Morrisons takes to enhance customer satisfaction. The impact of new product development on organizational performance is also discussed, highlighting how product development is a key strategy for organizations to gain a competitive edge.

RESEARCH
PROJECT

TITLE:
To analyse the effectiveness of product development and its influence on enhancing
customers satisfaction. A Case Study on Morrisons Supermarket Plc.
INTRODUCTION
Product development is considered as the most essential aspect of business as it assist in
achieving significant growth and success at market area. In this modern business era business
firms are widely concern on attaining customers satisfaction through offering wide range of
products and services at market place (Varley, 2014). Customers satisfaction is consist as the
major aspect which increases the brand image of firm in the mind set of people. Morrisons
Supermarket Plc is the chosen company for this particular project. It is the fourth largest chain
of supermarket in the United Kingdom. The major purpose of firm is to produce new products as
to enhancing the sales and revenue of firm at market place.
TASK 1
1.1 Formulate and record possible project outline specification
Customers satisfaction is a key element for each business as organisations are work for
fulfilling the desires of people at market place. The buyers are the primary objective of firm as
the whole activity of an organisation is depend on the choice and preference of buyers. The
needs and preference of customers are changed as per the change originate in the market trend,
so it is the prior responsibility of organisation or its higher authority to analyse the market trend
in respect to producing more effective and satisfactory goods and services at market place.
Morrisons Supermarket Plc is a famous supermarket chain in United Kingdom. The company
was established in the year of 1899 through William Morrisons. It is the public limited company
and deals in variety of products and services at market place (Zimmerman and Blythe, 2013).
The headquartered is in Bradford, West Yorkshire, England. The essential focused area of
Morrisons Plc is to producing new products in order to grabbing the attention of buyers towards
the firm or its offered products and services at market area. Research Aim can be defined as the
most effective part of research project as the each and every activity of research are based on the
defined aim of the study. It helps the investigator in rendering a significant direction to apply all
research activities in systematic way as to overcome with the issue of research. The major aim of
this particular research is :
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“To analyse the effectiveness of product development and its influence on enhancing
customers satisfaction”. A Case Study on Morrisons Supermarket Plc.
The research into thought process is supported on the importance of product development
and its impact on developing customers contentment. A research project provides the
opportunities to the learner to develop their skills and ability in some specified area of study
(Gomes, Weber, Brown and Tarba, 2011). The enhancing knowledge of learner helps them in
conducting an effective research in their future as to attaining higher growth in their career.
Research Objectives
This is also an another necessary part of research which is significantly interconnect with
the aim of the research work. Objectives are considered as the specific research actions that are
planned to carry out the research work in appropriate direction. Objectives are available in the
small statements in which the issue of research are mentioned. Some effective objectives are
described as under:
 To identify the importance of product development within Morrisons.
 To determine the measures which are adopted by Morrisons as to attaining customers
satisfaction at market place.
 To ascertain the impact of new product development on increasing organisational
performance. To recommend various ways through which Morrisons can achieve higher competitive
edge at market place.
Research Questions
Research questions are considered as the answerable questions which are based on some
specific issue of concern. This section is connected with the objectives of research and helps in
conducting the part of literature review in effective manner. Some essential questions of resercah
are described as under:
 What are the importance of product development within Morrisons?
 What are the measures which are adopted by Morrisons as to attaining customers
satisfaction at market place?
 What is the impact of new product development on incensing organisational
performance?
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 What are the ways through which Morrisons can achieve higher competitive edge at
market place.
1.2 Factors that contribute to the process of project selection
Research can be considered as a most crucial element which helps the learner in
developing the skills and ability through applying an appropriate process for decreasing the
chance of conflict as it create issue in success of a particular area of study (Kaplinsky and
Posthuma, 2013). An effective step is followed by researcher at the time of conducting an
appropriate research project are associated as below:
Introduction: This can be delineated as the most necessary part of investigation work as it is the
beginning point of research work. In this an appropriate aim has to be selected in order to further
continuing the research work in appropriate direction.
Literature Review: This is second and foremost important element of research work as it is
based on the views of various authors and scholars in respect to analyse the need of applying the
method of new product development as to fulfilling the desires of people at market place.
Research Methodology: This part is effective in providing a systematic direction to the
researcher to draw valid and reliable outcome. This is based on selection of the nature of
research.
Data Analysis: In this part, legitimate appraisal will be improved the situation understanding the
feelings of particular individual on chose branch of knowledge.
Conclusion and Recommendation: This consist to be the final stage in which an appropriate
outcome of the whole work is discussed in detailed manner. Its opportunity to propose
reasonable changes if there is require by examining above data. Alongside this, need to finish up
report by thoroughgoing whole investigation in appropriate way.
1.3 Critical review of key references
Literature Review enables a researcher to become an expert in the specific area. This
section helps in conducting an in-depth research through the opinion of various authors and
writes who are giving some of views on the specified area of study (Pettinger, 2013). This
provide an effective theoretical frame work in order to completion the research work in effective
and efficient manner. This section is significantly based on past research as it helps the research
is analysing collective data and information on the specified topic.
The importance of product development within Morrisons.
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As per the opinion of Doug Ringer, 2015, product development is effective for attaining
higher growth and success at market place. Organisations are interest on developing new and
innovative products at market place in respect to accomplish the wants of people at market place.
The choice and preference of customers are denatured as per the change arises in the market
trend so it is essential for each business organisation to examine the market before producing a
new product at market area (Campbell, Edgar and Stonehouse, 2011). The success of product
development typically needs considerable source and the opportunity for company to attain
higher growth and success at market area. As a large business organisation Morrisons
Supermarket Plc is focused on producing new and innovative products at market place in order
to attaining more satisfied customers.
According to Dave Friedlos (2018), it was known that the supermarket chain Morrisons
has applied a new software in their organisation so as to speed up their product development
process and thus they have introduced RedSky IT so as to carry off its product improvement life
cycle. This process is very effective for the company in rising the visibility and controlling the
goods and suppliers data as well. Since Morrisons is having so many competitors like ASDA,
Tesco etc. and all of them are doing their operations very effectively in the market so it is the
need for them to introduce various kinds of changes in their management so that they can do
their dealings in more proper manner. By application of this technology, they are able to provide
quick services to their clients and thus through this they will be able to increase their eficiency as
well and therefore they can take advantage of the situations as well for developing the innovative
products and introducing it in the market as well.
The measures which are adopted by Morrisons as to attaining customers satisfaction at market
place
As per the opinion of Stephanie Edwards, 2018, customers satisfaction is described as the
key aspect of firm which needs to be accomplished by them in order to attaining higher growth
and success at market place. Buyers are the key element of firm as the production activity of firm
are based on needs and preference of people at market area (Leiss and et. al., 2013). Morrisons
Supermarket Plc is concerned on offering variety of products and services to their significant
customers as to satisfying their needs and wants at market place. As a large business enterprises
Morrison Supermarket Plc adopt various measures as to enhancing the satisfaction of firm at
market place, in which some are described as under:
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 Create Service vision or services personality – In this factor, it is determined that
Morrisons should provide effective services to their clients so that they can attract the
customers towards themselves and keep them with them for longer period of time as well.
It is very effective for the organisation because through this they are also able to develop
their brand image in the market as well (Fernie, Fernie and Moore, 2015).
 Develop customers service strategy – It is very necessary for the companies to develop
their own marketing strategies which are effective in dealing with their customers. With
the help of this, Morrisons will be able to develop themselves in the market in a proper
manner.
 Build an appropriate customer service framework – This framework is being designed by
the management of Morrisons so as to do their activities in a manner through which they
will be able to earn large amount of profits as well. It will help them in developing their
product in the market in a proper manner and enhancing its productivity as well. .
 Recruit high performance, intelligent and well motivated people – If Morrisons will
recruit large no. of employees in company who are very effective in their work then
through this the employees will be satisfied as they will think that the work is being
conducted in an effective manner. New and advance technologies – If there will be introduction of new technologies then it
will be very effective for the company while application of activities and operations in
the company. There are various kinds of tools and techniques that are being introduced
by the researchers and sometimes technologies are specifically designed for improving
the performance of companies in the market.
The impact of new product development on incensing organisational performance
New product development is considered as the most essential source which is applied by
all small as well as large business organisation in order to enhancing the performance of firm.
Products are he representative of firm which are helpful in attracting customers towards the firm,
which create value in enhancing the sales and revenue of firm at market place (Jenkins and
Williamson, 2015). New product development is the key strategy which is applied by
organisations as to attaining higher competitive edge at market palace. In today's modern
scenario competition is so high at market place so each business organisations are concern on
developing new and innovative products at market place as to providing higher competition to
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their rivals. As a large supermarket chain it is essential for Morrisons Plc to maintain their image
at market place through developing new and innovative products at market place. The impact of
new product development process is very strong on the company as there are various kinds of
changes that has been done by them so as to improve their position in the market and grab more
and more customers as well (Sparks, 2011).
1.4 Research project specification
This consist to be an essential component of research work as in this the major elements
which are appropriate in conducting the research work are analysed in effective way. It involves
the major purpose and aim of research in which the idea about research is mentioned. Objectives
are prepared on the basis of the research issue as these are accessible in the sort of small
statement in which all variables are explained in detailed manner. The present research is based
on the importance of new product development and its influence on customers satisfaction.
Morrisons Supermarket Plc is focused on providing satisfaction to their significant buyers
through producing more and more valuable goods and services at market place. Research
objectives and questions helps the researcher in providing an appropriate direction to the
investigator to implement all activities in systematic and well planned manner. A proper outline
specification helps the researcher in implementing all activities in appropriate manner as to
accumulating valid and reliable outcome.
1.5 Plan and procedure for agreed research specification
Time can be considered as the most essential element as it is effective in evaluating the
feasibility of the research work. The fundamental duty of researcher is to create an effective
time frame as to implementing all research activities in effective manner. With the help of time
line investigator provide a map to the whole research project in which all operations are
implemented in systematic manner. Gantt Chart is a graphical representation of whole area of
study for achieving different employment in characterized time period. Alongside this, it is helps
an association while managing workers towards their doled out occupation part to attain set
destinations and objectives (Metzger, 2014). One of the valuable apparatus that is utilized by
specialist for achieving their organization objectives or targets in a characterized time frame
Hence, it is comprehended that making arrangement or outlining method is reasonable for
analyst since it encourages different individuals to help towards remedial heading.
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TASK 2
2.1 Resources efficiently to research question or hypothesis
This consist to be the most essential part of research project as it is depend on different
applications which are helpful in moving forward towards right direction through selecting the
most suitable methodology (Thompson, Clarke, Clarke and Stillwell, 2012). This part provide
an effective frame to investigator to implement all activities of research in appropriate manner.
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Type of Investigation: This considered as the essential part of investigation as it is the obligation
of researcher to analyse the type of research. A research either qualitative or quantitative in
nature. The present research is based on qualitative research as the data which are gathered by
researcher is based on qualitative means (Inderst and Wey, 2011).
Research Design: This section is considered as the most essential part of research methodology
which works as a blue print of the investigation in which whole research activities are
implemented in well planned and systematic manner. In the present research descriptive design
has to be taken into proper action as it is effective for analysing the data and information of
qualitative research.
Data Collection: This section of research is based on two major types such as primary and
secondary source of data collection. In the present research project both the tools are applied by
researcher as to collecting relevant data and information. Primary source is effective in
conducting survey and secondary source is impressive in administration the section of literature
review through gathering information through books, journals and online sites.
2.2 Proposed research investigation
The present research is based on the effectiveness of new product development in regards
to attaining customers satisfaction. Organisations are widely concern on complete the need of
people at market area and products considered as the most effective factor which helps the firm
in satisfying the needs of people. It is essential for researcher to accumulate appropriate data and
information as to reaching at appropriate outcome and result. There are two essential method
which are applied by investigator as to gathering relevant data which are described as below:
Random Sampling: This is the most effective element which plays vast role in selecting the
relevant sample which replicates from the original population. It has been determined that
organisation needs to select individual on random basis without considering actual facts and
figures. In the present research project sample size of 40 respondents are taken by researcher as
to analysing appropriate result and outcome.
Questionnaire: This can be considered as an essential instrument which is consisting of a series
of questions for the purpose of collecting data and information from the respondents (Wrigley
and et. al., 2015). It helps the researcher in conducting an effective marketing survey through
analysing the opinion of various respondents. In this data has to be gathered through preparing
questionnaire in which questions are prepared in regards to the research issue.
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Systematic research is a perception of gathering information in a methodical and in
addition legitimate way. With a specific end goal to inspect individuals, analyst utilize their
everything faculties. In this, a specialist see the conduct and responses of individuals. It is an
obligation of specialist to accumulate the solid, exact and applicable information with the goal
that exploration ought to be pertinent and its result will be better. In the examination
philosophies, some time issues are emerge, for example, unwavering quality, factors, legitimacy
and variable control (Macdonald, 2011). At the season of gathering information or data, they are
not solid and also exact. Specialist neglected to gather the important information so it is a
primary issue in an examination. It is essential that information and data ought to be variable and
furthermore be consistent however from a portion of the mistakes, scientist can't gather that and
it creates fundamental issue at the season of leading an examination.
2.3 Record and collate relevant data
Data and information plays effective role in carry out the research activities in
appropriate manner. Research is focused on adopting the method of questionnaire in order to
better understanding about the issue of research with the view point of various respondents
(Sparks, 2014). It is the best way which is applied by researcher in respect to analysing actual
data and information which helps in drawing an appropriate outcome for the research work. This
part of research is significantly based on thematic analysis as in this themes are prepared which
are related with the questions of the questionnaire.
Questionnaire
Q1) Does new product development is beneficial for company's growth and
success?
Frequency
Yes 36
No 4
Q2) What are the major importance of New product development process for
an organisation?
Frequency
Increase in Productivity 12
Develop in market share 8
Increase in Revenue 10
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