Introduction to Marketing: Morrisons, Marketing Mix, and Growth

This report provides a comprehensive overview of marketing principles, focusing on creating customer value through the marketing mix, which includes product, place, promotion, price, people, physical evidence, and processes. It examines how businesses maintain competitiveness using SWOT analysis, identifying strengths, weaknesses, opportunities, and threats. The report also delves into Ansoff's Growth Matrix, exploring strategies like market penetration, market development, product development, and diversification. Furthermore, it highlights the role of digital marketing in improving performance and growth, discussing its functions, including effective targeting, cost-effectiveness, result measurement, and personalized promotional strategies. The report uses Morrisons, a British supermarket chain, as a contextual example throughout the analysis, illustrating practical applications of marketing theories.

Introduction to Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
Marketing and creating customer value through marketing mix.....................................................3
Marketing and marketing mix......................................................................................................3
Product ........................................................................................................................................3
Place/Distribution........................................................................................................................3
Promotion.....................................................................................................................................4
Price.............................................................................................................................................4
People...........................................................................................................................................4
Physical evidence and processes..................................................................................................4
Use of marketing by business to remain competitive......................................................................4
Competitive environment and SWOT.........................................................................................4
Strength........................................................................................................................................4
Weaknesses..................................................................................................................................5
Opportunities................................................................................................................................5
Threats..........................................................................................................................................5
Ansoff’s Growth matrix and use of matrix to become successful...................................................5
Ansoff Growth matrix..................................................................................................................5
Use of Matrix...............................................................................................................................6
Use of digital marketing to improve performance and growth .......................................................6
Digital Marketing.........................................................................................................................6
Role/function/uses digital marketing...........................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing refers to activities of the organisation that involves creating and offering value
in form of products and services. This report will discuss marketing and creating of value for
customers through marketing mix. Followed by this report will also discuss how organisation can
maintain their competitive capability and this was discussed using Swot Analysis. Later Ansoff
Growth Matrix was also discussed in report, a matrix that helps in determining how organisation
can use it become successful and grow. Lastly digital marketing and its use was also discussed in
report to improve performance and growth of organisation. In this Morrisons will be
contextualised for discussion, it is a British supermarket chain. It was founded in 1899 and is
headquartered at Bradford, England, UK.
Marketing and creating customer value through marketing mix
Marketing and marketing mix
Marketing can be defined as an activity set of Institutions ad processes through which offerings
of organisation that have value for customers partners client and Society at large are created
communicated ad delivered (Mothersbaugh, Hawkin and Kleiser, 2019). This means that
marketing is about undertaking all activities of an organisation that are concerned with
developing and providing offerings of organisation to its customers whilst ensuring profitability.
Marketing mix refers to different elements or strategies that organisation develops and this work
in conjunction with another so that organisation can undertake effective marketing. 7 P’s of
marketing and value that they create for customer discussed below
Product
This element involves determination of product offering of organization. Concerned with
Morrisons offerings of the organization include wide range of product because Morrisons is
retail organization. In this element value for customers is created by offering them quality that
they require and desire.
Place/Distribution
This is concerned with determination of point where buyer and seller meet. It is very important
to determine that customers can easily buy products of Morrisons (Thabit and Raewf, 2018).
This is why it has developed around 500 stores where customers can buy and it also offers its
products and services online to increase convenience for customers.

Promotion
This involves informing customers about existence of products and services and also
encouraging them to buy from Morrisons. Morrison promotes through different means including
online and social media channels and also through traditional marketing channels.
Price
This is very important element of marketing and this is concerned with determination of price to
be charged. In order to provide value to customers it is very important that they are satisfied with
the price they are being charged in exchange of the value that they get from product or service.
Morrisons adopts a low price strategy to ensure that customers do not purchase elsewhere
because of price.
People
Morrisons employs around 110000 employees and they are highly competent and to ensure their
competency increases with time they are provided training and development (Thabit and Raewf,
2018).
Physical evidence and processes
Physical evidence of Morrisons include its stores and their organization and presentation of
stores. In addition to this, logo of Morrisons is also included in its physical evidence that
different it from competitors.
Use of marketing by business to remain competitive
Competitive environment and SWOT
Competitive environment can be defined as dynamic external system in which an
organisation complete with other organisations that are working towards gaining share
profitability of an industry (Hakimov, 2017). Marketing play very important role in ensuring that
business organisations remain competitive which is concerned with strong capability to compete
and outperform other industry players.
SWOT analysis is a framework that organisation can use to identify different factors of
organisation as well as its marketing to remain competitive. This analysis involves identifying
strengths weaknesses and opportunities and threats of organisation. Swot Analysis of Morrisons
is as follows-
Strength
 Highly efficient supply chain and distribution network

 Offerings of Morrisons that includes large portfolio and variety of products
 Wide existence and market presence of its stores with around 500 stores in UK
 Effective collaboration and acquisitions of the organization
 Strong online presence enabling customers to buy as per their convenience
Weaknesses
 Geographical reach of Morrisons is limited compared to its competitors such as Tesco
 Past issues in context of legal and ethical practices of Morrisons have negatively affected
its image
Opportunities
 International expansion of its stores
 Increasing demand for organic products and vegan products as well as products that are
environmentally sustainable
 Further expansion in UK market (Elavarasan and et.al.. 2020).
 Acquisition and collaboration with small organizations
Threats
 Increasing market share and presence of competitors of Morrisons
 Increasing cost of operations
 Increasing and intensifying competitive in retail industry
This can be used for staying competitive by Morrisons through increasing and effective use of
strengths and by reducing weaknesses and also its impact. In addition to this, timely
identification of opportunities and its utilization along with developing adequate strategies to
tackle threats can be used for staying competitive.
Ansoff’s Growth matrix and use of matrix to become successful
Ansoff Growth matrix
Ansoff Growth Matrix is a strategic planning framework for devising strategies for future
growth of organisation. Ansoff Growth Matrix provides strategic growth options on the basis of
market and product development. In this matrix there are four strategies market development,
diversification, market penetration and product development (Dawes, 2018). In these strategies
market development is concerned with developing new market for existing offerings. Product
development is developing new products for existing market and market penetration is concerned

with increasing sales in existing market and of existing products of organisation. Diversification
strategy is one that involves developing new product as well as new market for organisation.
Use of Matrix
Market Penetration- To use this strategy businesses require increasing its promotional practices
and marketing efforts. Along with this price variation is also a strategy through which market
penetration can be done. In this Morrisons adopt discounted prices and sales promotion strategy.
Market Development- This is a strategy that involves developing market for existing product or
service offering of businesses. In this strategy businesses are required to identify a market that is
similar to its existing market, this helps in ensuring success of strategy implementation.
Morrisons when implement this strategy can develop market in terms of geographical market or
in terms of customer segmentation.
Product Development- This is a strategy in which businesses require developing products for
their existing market and customers (Loredana, 2017). In this, businesses require identifying
changing and new requirements of customers and on the basis of that developing new product for
fulfilling their requirements.
Diversification- This is a strategy in which organisation develops new customers/market as well
as new product as their offering. In order to use this strategy Morrisons require to assess
expertise and technical know-how within company. Apple is an example in which it started from
computers to MP3 players and Phones.
Use of digital marketing to improve performance and growth
Digital Marketing
Digital marketing can be defined as advertising and marketing activities of organisation
that are implemented and delivered through digital channels and electronic platforms. These
digital channels include social media, websites, mobile application and email. Using these online
and digital channels Morrisons not only can promote but can also do other marketing activities
and completing transaction is one of the example of these marketing activities (Bala and Verma,
2018). Morrisons sale its products through website or online and this is a form of digital
marketing.
Role/function/uses digital marketing
Role of digital marketing

Effective Targeting- This is one of the very important role of digital marketing. This allows
businesses to effectively target customers. This means that they can target those customers who
are most likely to buy products of the company and also those who are really interested in buying
products of Morrisons.
It is very cost effective and this is why increases overall ROI- This is a role of digital
marketing in which it directly affects return on investment of the company. One of the reason for
this is that its cost is low and this is why it keeps overall cost of customer acquisition low and
results in increased ROI.
It enables to measure results- This is one of the very important role and function of digital
marketing that it enables to measure results and success of digital marketing (Hanlon, 2018). In
this success of promotional methods can be measured through different matrix and performance
measures.
Useful in personalised promotional strategy- One of the very important role and use of digital
marketing is that it enables organisation to undertake personalised marketing. Personalised
marketing is concerned with developing and implementing promotional activities on the basis of
personalised taste and preference of audience.
CONCLUSION
On the basis of above discussion, it can be concluded that marketing is one of the very
important organisational activity and plays important role in success of organisation. Success of
marketing significantly depends on effectiveness of marketing mix. Report also discussed about
Swot analysis and how businesses can remain competitive. Followed by this Ansoff Matrix was
discussed in report and this is a matrix that help businesses in developing their growth. With help
of this they can also plan their future success. Lastly, digital marketing and its uses and roles in
organisation were discussed in report.

REFERENCES
Books and Journal
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018).
A Critical Review of Digital Marketing. International Journal of Management, IT &
Engineering. 8(10). pp.321-339.
Dawes, J., 2018. The Ansoff Matrix: A Legendary Tool, But with Two Logical Problems. But
with Two Logical Problems (February 27, 2018).
Elavarasan, R.M and et.al.. 2020. SWOT analysis: A framework for comprehensive evaluation of
drivers and barriers for renewable energy development in significant countries. Energy
Reports, 6, pp.1838-1864.
Hakimov, Z., 2017. Uzbekistan's clothes market: Condition, competitive environment, and
development. TRANS Asian Journal of Marketing & Management Research
(TAJMMR), 6(2and3). pp.4-11.
Hanlon, A., 2018. Digital marketing: Strategic planning & integration. Sage.
Loredana, E.M., 2017. The use of Ansoff matrix in the field of business. Annals-Economy
Series. 2. pp.141-149.
Mothersbaugh, D.L., Hawkin, D.I. and Kleiser, S.B., 2019. Consumer behavior: Building
marketing strategy. McGraw-Hill Higher Education.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies. 4(4).