This report provides an analysis of marketing management strategies, focusing on the adaptation and standardisation techniques employed by companies, particularly Morrison, in targeting segmented markets like Scotland. It explores the Customer-Based Brand Equity (CBBE) model, examining how Morrison's brand image is perceived by customers across four levels. The report also covers Integrated Marketing Communication (IMC) and the effective methods Morrison uses to reach its customers, including social media, public relations, and TV advertisements. Furthermore, it discusses how Morrison measures its success through sales targets and profitability levels, providing a comprehensive overview of their marketing approach and its effectiveness in achieving customer satisfaction and building brand loyalty.