Principles of Marketing: Environmental Analysis of Morrisons Report

This individual report provides a comprehensive environmental analysis of Morrisons, a major player in the UK food retail industry. The report begins with an introduction outlining the purpose and scope, followed by a background of the company, its mission, and vision. The main body delves into a detailed environmental analysis, examining both internal factors like company culture and mission and external factors such as political, economic, social, technological, environmental, and legal (PESTLE) influences. A SWOT analysis is conducted to assess the company's strengths, weaknesses, opportunities, and threats. The report concludes by summarizing the findings and highlighting the importance of marketing and environmental analysis for long-term sustainability. The report utilizes Harvard style referencing throughout.

Individual report for
principle of Marketing

Table of Contents
INTRODUCTION .........................................................................................................................1
MAIN BODY .................................................................................................................................1
Background of the company - ...............................................................................................1
Environmental analysis - .......................................................................................................1
Internal factors - ....................................................................................................................1
External factors - ...................................................................................................................1
Swot analysis - .......................................................................................................................2
CONCLUSION ..............................................................................................................................2
References: ......................................................................................................................................2

INTRODUCTION
Marketing is the tools that every organization uses in order to make the business more
effective and impressive. This department majorly focus on the raising the sales volume and
the structure of the organisation (Arifin, 2019).. This is being assist in making an appropriate
decision that is helpful in developing the trade name in marketplace. It is the functional areas
which is allotted for promoting the goods and offers in the global market it is being analysed
by the company in order to have the systematic functioning in the company itself. This report
is based on Morrisons, this is fourth largest retail market in global market, it deals as super
market as its provides the household goods and essential in the marketplace. The company
was founded In 1842 at UK. This report will cover the internal and external factors in
relation with the considered company. Afterwards report will cover the swot analysis of the
company.
MAIN BODY
Background of the company -
The Morrisons company is retail based industry which serves services in the global
world. This is being analysed that the company majorly functions in UK but also cater
services In many other areas too. The groups of business mainly concentrate on food and
grocery (White, 2019).. Most of processed food is produced by themself. They provides
services on both sectors online and offline both. They majorly generates income from UK.
The company initially sold the egg and butter after that they plan to expand the business and
start selling the goods house hold essentials to the public they decided to open a grocery
store in the market so that they can make a loyal customer to them. They sold quality goods in
reasonable rates.
Environmental analysis -
Internal factors -
1. Mission and vision of the company - the objective of the company is to make the
business more competitive and impressive although it makes the enterprise and
actions more productive in order to make a great profit as well as it is required to
set a mission in order to make the systematic functioning actions.
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2. Company culture - the surrounding of the company is also important for the
company in order to make the motivate employees and their operations so that work
can be complete successfully. All the actions have there known effect in the
company. Morrisons, follows the company culture in the organization so that the
work force can give there level best.
External factors -
Pestle analysis
It is a frame work that help In analysing the external factors of the company in order to
understand the sources that impact in the business activity. Further more discussion is listed in
below -
1. Political factors- it includes the rules and regulation which is govern by the
government authority. In extract of Morrisons, Brexit was a major political event
and there was a lot of risk because of changes in strategies and regulations. On the
other side business got huge effected because of multiple governing legislations on
UK food retailers.
2. Economical factor - This includes elements like inflation rate and economic crises as
well. In relation of Morrisons, because of Brexit significance fluctuations In currency
and causes high rate of goods and supply charges (Kos, 2021.). Other side the
growth of fuel charges create a huge effect on business and house hold activity.
3. Social factor - it includes the factors like age, taste , preferences and many others. In
relation of Morrison, it is crucial for them to examine their purchasing /using methods
priorities so that the merchandising mix policies can be followed reliably. It is also
essential for organization to analyse rather using the is occur by taste of consumer
encouragement other necessary user attitude that can impact the company actions the
level of performance. .
4. Technological factor - it includes the rapid changing technology that impact the
business and its activity. In relation of Morrison, it is important for company to adapt a
recent technology in order to make the business more effective and impressive in the
eyes of the customers. The smart technology makes the business more impact for the
company too.
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5. Environmental factors - environmental rules in many nations are giving stress to
business concern to decline ecological disaster. In instance, Morrisons ,must implement
responsible production practices, encourage responsible consumption practices among its
pointed users, practices to develop its trade value on longevity levels, and assures full
ability with the world wide and regional surroundings rules , as incapable to do so can
structure the crucial , brand value ignores negativity from realible investors.
6. Legal factors - occupation law is a term that ranges certain laws saving workers rules,
such as goods paying , , equity, inclusion, correct practices, safety, and health. In some
nations, there is no effective laws of occupation regulations , but some countries impose
strict penalties upon voilant of any of the workers stated rights. Whereas moving in
/running in those nations , Morrisons must ensure work surroundings security .
appropriate tools should be locate to demotivate any kind of straight and indirect
inequality . Effective activity with the working laws can assist company in directing
its ,managers trade name , which is crucial for influencing and engaging the top talent
from the selling amid the running for skills.
Swot analysis -
It is the model that helps in analysing the internal factors that effect on the business as well
as It contact on both ways as it indicate the business concern. It improves the lacking points of
the business (Nian, and Sundararajan, 2022). Internal analysis of Morrisons study the trade
name by its capability, failing, possibility & threats. In Morrisons internal Analysis, the property
and failing are the interior section whereas possibility and warning are the extrinsic element.
Further discussion is in below :-
Strength
 Morrisons have an impressive supply
chain and distribution network that is
Weaknesses
 The company has limited geographical
reach in comparison to another big
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the huge advantage of the company as
it makes the availability of the goods
in an effective manner.
 It has over 500 outlets in UK with
an employee capability of huge
amount of people can stand easily and
purchase goods.
 The company has listed in London
stock exchange (Albert Lasuin, 2021).
retail company.
 The past issues of the organisation
pertaining to agricultural person rights
has impacted the company value in
the market place. That reduces the sales
of the company.
 The promotion strategy of the
company is lacking as the presence of
the brand on online platform is not
appropriate that reduces the value of
the organisation.
Opportunity
 Growing market for integrated goods
could be a broach by the institution.
The expansion of the company in new
marketplace gives the good profit to
the business.
 International expansion can be a good
opportunity for the business as it
makes it more effective in the entire
market place. That gives a great
chance to the business to grow their
income and operations.
Threat
 Raising taxes charge and modification
in governing policies can be the big
threat for business in running the
concern.
 The other companies who are working
through e commerce sites makes a
big threat for the business.
CONCLUSION
It is terminated from above report that the marketing and analysing the external and internal
factors can be the big reason for long term sustainability of the company. This is being
concluded that marketing the above sated the swot analysis and the great opportunity for the
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company that makes the business more effective and attractive so that they can have the benefits
in the organization.
References:
Books and Journals
Albert Lasuin, C., 2021. The Stages of Economic Development in Global and International
Marketing Perspectives: The Colourful Harmonious World History of Micro and
Macroenvironment of A Firm.
Arifin, W.A., 2019. Pengaruh Media Sosial Marketing Dan Perilaku Konsumen Terhadap
Keputusan Pembelian Pada Restoran Rabeto Karawang. Value: Journal of Management
and Business, 4(2), pp.146-156.
Kolesnik, T.V., 2020. Marketing communication strategies are in agricultural business
management. Annali d’Italia, (10-4), pp.25-35.
Kos, T., 2021. MARKETING U POSLOVIMA OSIGURANJA (Doctoral dissertation, University
of Zagreb. Faculty of Economics and Business. Department of Marketing).
Malevich, Y.V., and et., al., 2020, October. Marketing of Customs Services: Directions of
Development in the Context of Digitalization. In International Scientific and Practical
Conference (pp. 37-45). Springer, Cham.
Nian, T. and Sundararajan, A., 2022. Social Media Marketing, Quality Signaling, and the
Goldilocks Principle. Information Systems Research.
Salam, M.T., Muhamad, N.B. and Leong, V.S., 2019. Modesty in Islamic fashion marketing
communications in ASEAN. Muslim Piety as Economy: Markets, Meaning and
Morality in Southeast Asia, pp.169-188.
Schmidtke, D.J., Kubacki, K. and Rundle-Thiele, S., 2021. A review of social marketing
interventions in low-and middle-income countries (2010–2019). Journal of Social
Marketing.
White, J., 2019. Johnson & Johnson hatches plan for marketing intangibles. International Tax
Review.
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