Marketing Essentials: Developing a Marketing Plan for Morrison

This report provides a comprehensive analysis of marketing essentials, focusing on strategies and plans for Morrison, a major UK retailer. It begins by outlining the importance of the marketing mix in the marketing planning process and explores various tactics to achieve business objectives, such as establishing a clear mission and vision, measuring employee performance, making short-term plans, conducting regular meetings, and implementing effective pricing strategies. The report includes a basic marketing plan for Morrison, encompassing a SWOT analysis and a marketing mix based on the 4Ps (Product, Price, Promotion, Place). It then presents a detailed, evidence-based marketing plan with specific objectives like increasing customer equity and sales growth. The report also incorporates a PESTEL analysis to assess the external factors affecting Morrison's marketing environment. The aim is to design a strategic marketing plan that effectively utilizes the 7Ps to achieve overall marketing objectives, enhancing Morrison's market position and customer engagement. Desklib provides this and other solved assignments for students.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
TASK 2............................................................................................................................................3
PART A.......................................................................................................................................3
1) Importance of marketing mix to marketing planning process.................................................3
2) Different tactics to achieve business objectives......................................................................4
PART B.......................................................................................................................................5
1) Produce and evaluate basic marketing plan for Morrison.......................................................5
2. Detailed coherent evidence – based marketing plan for Morrison..........................................7
3) Design strategic marketing plan that applies the use of 7P’s to achieve overall marketing
objectives.....................................................................................................................................8
CONCLUSION..............................................................................................................................10
REFRENCES.................................................................................................................................11

INTRODUCTION
Marketing essentials refer to some tools and techniques which can be used for promotion of
products. Advertisement and publicity should be done so that customers can get relevant
information about new product and this will help in increasing sales of company. Morrison is a
public limited company which is a retail industry. It was founded in the year 1899 by William
Morrison. It provides food and drink, clothing, books, petrol, florist etc. In report, different
tactics are discussed which is beneficial for growth of company. Marketing plan is described
which includes, 7Ps of marketing mix which will help in achieving objectives of organisation.
TASK 1
It is done in PPT
TASK 2
PART A
1) Importance of marketing mix to marketing planning process
It is important to make plans or strategies which is beneficial for growth and development
of company and help in achieving goals of organisation. Managers of Morrison company should
take necessary steps so that more revenue can be generated and business can run smoothly. To
increase sales of company it is important that marketing plans should be good so that customers
can get relevant information about new product. Marketing plays a crucial role in attracting
customers and better plans can be made. Advertisement of products should be attractive and
unique because nowadays, competition is increasing and it is important to attract more people
(Syapsan, 2019).
Marketing mix helps in making marketing planning process because when plans are made
for promotion of products then 7Ps are discussed. Managers of Morrison company are making
plans or strategies to attract more people and it will help in achieving goals and objectives of
company. When new product is made by company then managers make plans for its promotion
because people are attracted by advertisement and it helps in influencing their decision to buy
product. Marketing mix consist of four elements such as, product, price, promotion and place.

These elements play a crucial role in planning process because before making any plan managers
of Morrison company identify choice of customers and according to that they make strategies.
This will help them in attracting more people and sales of company will be increased. Nowadays,
advertisement is given on social networking sites such as, twitter, Instagram, Facebook and other
sites because people are more active on these sites and it is useful in influencing buying decision
of customers (Fuad, Tamtomo and Sulaiman, 2019). It is the best way to reach customers and
saves money, it covers wide area of market.
Morrison company is one of the well- known firm providing good quality products to
customers and online shopping facility is provided. This helps in increasing sales of organisation
by attracting more people. Advertisements are given in newspapers, social networking sites,
television, magazines etc., to capture wide area and provides information about product to
customers. Managers of Morrison company are focusing on satisfying needs of customers and
make plans accordingly. This will help in building good image in market and more customers
will buy product. When plans are made for promotion of product, managers should consider,
product, price, place and promotion strategy which will be used to increase sales of organisation
(Al Badi, 2018).
Marketing helps in achieving the marketing planning process through which different
organizations are applying the marketing mix in which -
For Tesco -
Products – The Tesco provides the facilities to the customers and the goods are made available
to the customers.
Price –Tesco follows cost leadership in its pricing strategy which helps in initiating the scale
which balances the financial scale by providing customers the services needed (Lim, 2021).
Place – The services of customers are being provided for the scale through which the customers
are taking the facilities by more than 7000 stores in many countries.
Promotion – The promotional strategies of Tesco are by keeping the strategies effective on
social media platforms by advertising the products and services.
For Sainsbury –
Products – Sainsbury has more than 3000 products in fresh foods and vegetables which are
produced in its own – label

Price – Price discrimination policy is being made by the company which helps in regularizing
the products and services for the value of money (Mahmoud, 2018).
Place –There are more than 1000 stores which make available the services to the customers in
providing them fresh foods.
Promotion – The promotion of the products and services of Sainsbury is done through sales
promotion for which the promotional strategy is being followed.
2) Different tactics to achieve business objectives
There are some tactics to achieve business objectives and it will help in growth of
company. Nowadays, competition is increasing so it is important for managers to make plans or
strategies to satisfy needs of consumers. There are some tactics which can be used by managers
of Morrison company to achieve goals and objectives are:
Establish mission and vision
Managers of Morrison company should establish mission and vision. This will help in
making plans or strategies to achieve goals of organisation. When mission and vision of firm is
clearly defined then it is easy to make plans accordingly. It is the responsibility of managers to
give guidance to employees and make structure in which mission and vision should be clearly
mentioned (Dadzie and et.al., 2017). This will be beneficial for firm in achieving targets and they
can generate more revenue.
Measure performance
It is essential to measure performance of employees so that mistakes can be corrected and
better plans can be made. In Morrison company, managers are setting standards for every
employee and after completing the work, performance is being measured to identify that in
which area training is required. Rewards are given to employees on the basis of their
performance and it will help in increasing overall productivity of organisation.
Make short term plans
Short term plans should be made by managers of an organisation because it helps in
focusing on goals and objectives of firm. When long- term plans are made then sometimes it may
happen that long term goals are not achieve. This will have negative impact on overall
performance of organisation. In Morrison company, short term plans are made and motivate
employees to focus on achieving goals and objectives of company (Othman and et.al., 2019).

Conduct regular meetings
Regular meetings should be conducted by managers so that quick decisions can be taken
which is beneficial for growth of firm. Managers of Morrison company are conducting meetings
weekly so that issues can be discussed and better plans will be made for development of firm.
Pricing strategy
To achieve goals and objectives of company, pricing strategy should be made by
managers of Morrison firm. It is important to keep prices of products low so that customers can
buy products. In starting, Morrison company was applying penetration pricing strategy in which
initially, prices are kept low as compare to competitors. Now, premium pricing is applied which
optimizes training and development cost. This will help in increasing profit of company and
build good image in market.
The tactics to achieve business objectives helps in evaluating the scale through which all
possible factors of how to run the business are known. The tactics are the steps which help to
deliver the scale of being effective and efficient in the external business environment. The tactics
which are applied are known to be significant on the scales to which the business seeks growth
and helps the company in developing the scales through which all possible factors of changes
which are required and new modifications to be done are observed carefully to be applied.
PART B
1) Produce and evaluate basic marketing plan for Morrison
Marketing plan refers to the operational document which describes the advertising strategy
which helps in generating the leads and reach to the target market and through this the customer
intentions are also analysed. The marketing plan of Morrison consist of –
Mission Statement – Morrison’s mission is to utilize our experience and make innovative
products to attract more customers. The company want to provide flexible and responsive
solution to the packaging industry. Morrison company want to satisfy need of customers by
providing them good quality products.
SWOT Analysis –
Strength – The main strength of Morrison is that they are having good food making skills with
strong distribution network and an efficient supply chain. The company is having large product
portfolio and customization. Managers of Morrison company is highly customer oriented. They

are focusing on satisfying needs of customers and provide them good quality product so that
more revenue can be generated. (GURL, 2017).
Weakness – The weakness of Morrison is that they are having limited geographic presence.
Managers are not taking quick decisions and they are not responding to changes. Managers of
Morrison company should focus on responses of customers and make improvements
accordingly. Another weakness of company is low customer recall of private label. They have
weak loyalty program sparking concerns. Organisation should improve their weakness so that
they can perform better than competitors and gain competitive advantage.
Opportunity – There are various opportunities which are being considered as important for
Morrison company are, they can establish global presence and become largest grocery retailer in
UK. E- commerce boost growth in pandemic condition, company can move into non- food
retailing in UK. Morrison company can apply online mode for increasing sales and offer
discount to attract more customers (Vlados, 2019).
Threat – The main threat of Morrison is changing rules and regulations. Competition is
increasing day by day so it is difficult for company to survive and face challenges. Technological
risk is increasing; profit is reduced due to pandemic.
Marketing Strategy – Morrison follows the pricing strategy which is typically affordable for the
individuals and people which makes it convenient for the whole marketing process of Morrison
to be effective and efficient on large scale. The marketing strategy of Morrison creates customer
focused product which helps in differentiating basis of how the company is being able to create
the ways on large scale to be productive. Marketing strategy is made by managers of Morrison
company so that they can gain competitive advantage in market. This will help in making good
quality products and satisfy need of customers.
Marketing Mix – The marketing mix consist of 4P’s –
Product – The product which the Morrison produces is unique selling proposition of the food
items which is provided to customers on large scale.
Price – Morrison follows the premium pricing strategy which optimizes training cost and
development of the product on large scale (Thabit and et.al., 2018).
Promotion – Social media marketing is promotion policy which is being catered by Morrison
company to attract more people and capture wide area of market.

Place – The products are being self-produced by company on large scale by the Morrison
retailers and this helps in initiating to present products in different stores possible.
2. Detailed coherent evidence – based marketing plan for Morrison
Marketing Objectives – Morrison’s main corporative objectives are growth through store
expansion which helps in increasing the sales of the product and the company’s scale in the
market. The growth in highly populated cities and countries helps company to initiate the
progressive forms of how competitive advantage becomes constant on the scale of variety of new
products which are provided to the customers. Therefore, the mission objectives are described as
–
 To increase customer equity (Gâdău, 2017).
 To increase sales by 10% within 2 months.
 To increase growth of company by 20%
 To increase brand awareness and attitudes among customers.
PESTEL Analysis –
 Political – Morrison has expanded in many countries and is following the policy of how
to initiate the establishment of stores which helps in expanding of market business of
company. Some political issues which is faced by Morrison company are, risk of military
invasion, legal framework for contract enforcement, tax rates and incentives, pricing
regulation.
 Economic – Morrison has low cost of labour in comparison to other countries. Some
economic factors which should be consider are, economic growth rate, inflation rate,
interest rate, education level in the economy, exchange rates and stability of host country
currency.
 Social – Morrison is one of the famous brand which provides good quality products to
customers. There are some social factors which may affect performance of company are,
class structure, demographics and skill level of population, culture, attitudes (Kreutzer,
2019). The online shopping trend has made the value of company more on the customer’s
scale which helps in evaluating the web shop through online social media channels
effectively and efficiently.

 Technological - Morrison uses big data analytics which helps the company to be
concerned about technology and to expand its reach on large scale. There are some
technological factors which may have impact on Morrison company are, impact of value
chain structure in consumer service sector, technology impact on product offering, rate of
technological diffusion. Environmental – The environmental factors include change in weather, climate, air and
water pollution (Matovic, 2020). In different market norms or standards of environment
is different which can impact profitability of a company. It is the responsibility of
managers of Morrison company to identify all elements before entering into new market
and make better plans so that goals and objectives can be achieved.
 Legal – The copyright issues operate by following the laws on greater scale. Company
should apply rules and laws so that employees can work safely. There are some laws
which should be applied by managers of Morrison company to maintain equality among
employees are, discrimination law, data protection, health and safety law, employment
law. There is difference in rules and regulations in different country, managers of
Morrison company should identify situation in market.
Thus, the marketing plan includes the basis of how marketing objectives are being framed
and formulated and through this the main aim of Morrison is that it increases the scale of how the
things are being processed for the sake of what is being done in planning for the marketing
strategy to be processed on effective scales for the perspective of growth and development
(Çitilci and et.al., 2020).
The coherent evidence - based marketing plan initiates what are the core aspects in which
the company can take initiatives which helps the company in framing and regularizing how the
marketing planning is done for the products and services which are to be made available to the
customers and how this helps in initiating the business being conducted which helps in the
growth and development of the organization. The marketing plan includes the 4P’S which are
explained as below –
Products – The products of Morrison provides the customers value – led grocer and fresh food
products and services significantly (Sudari and et.al., 2019).
Price – Morrison uses premium pricing strategy which helps the company in selling the products
and services to the customers’ at large scale.

Place – Morrison is having presence in 660 stores which provides the customers all the services
and products through these stores.
Promotion - The Company forms and initiates the promotional strategy which helps in selling
the products through advertising and through online platforms.
3) Design strategic marketing plan that applies the use of 7P’s to achieve overall marketing
objectives
Marketing strategy is the process which allows organization to concentrate on the opportunities
so that the sales and competitive advantage of sustainability is increased on large scale. The
overall marketing objectives are achieved on the scale of how the strategies are being framed
with the use of 7P’s of marketing. This 7P’s of marketing mix to achieve overall marketing
objectives is as follows –
Product – Product is defined as the services and goods which are being provided to the
customers on large scale. This helps the customers to analyse and evaluate what the company is
selling to its customers (Praveen, 2020). The company prioritizes the product through which all
the product lines and the approaches are being considered on large scale which is known as
product – led marketing and this helps the company in knowing how to feature, design, pack and
position the product in the market.
Price – There are various pricing model which are being considered for competing with the
higher products in the market (Pistol and et.al., 2017). The competitors draw the attention
towards the features and then the pricing through which the customers are able to analyse
whether they are interested in buying the products and services of the company.
Promotion – Promotion is the part of marketing so that the marketing objectives are being
achieved on higher scale. There are various promotion channels which are included in promoting
and branding of the products and services including Instagram, Facebook, etc. Also the digital
strategies and the marketing communication strategies are being framed for the branding of the
company (Aras and et.al., 2017).
Place – The products are sold in stores majorly which is initiates the process of how the
company is reacting towards the progress and growth in various cities and countries to expand its

market scale on higher terms. This helps in achieving the overall marketing objectives on higher
scale.
People – People refers to the customer scale which helps the marketers to analyse and evaluate
the trends in the market which fulfils the needs and requirements of the customers on large scale
(Saidani and et.al., 2019). This is one of the major sources that are the customers which think
about the brand and the customer relationship management for creating the customer’s relations
on positive note.
Packaging – The packaging of company is related to how products are being packaged and
delivered to the customers in an effective and proper way possible. This helps in providing the
valuable information and product differentiation along with adding more value to products and
services rendered by company for overall marketing objectives to be achieved in strategic plan.
Process – Process is defined as whole structure through which the company is being able to
clearly define what the basis of marketing objectives to be fulfilled is and this helps in navigating
the procedures to be effective (Asadollahi Kheirabadi, 2019). The process also involves the
logistics and distribution of channel and how the scheduling is being processed for the successful
implementation of the marketing objectives to be implemented by company efficiently on large
scale which helps in delivering scalability and adaptability of the product.
The 7P’s helps in initiating the major aspects through which all possible factors are being
analysed and the details of the company is known at large scale. The 7P’s helps in knowing
what are the essential characteristics of Morrison to be known by the customer at large scale. The
main aim of the company is that it seeks growth and development through the marketing of
products and services so that target customers are engaged in buying more products and services.
CONCLUSION
From the above discussion it can be concluded that, there are different ways which are
applied by an organisation to achieve goals and objectives of company. Different tactics has been
discussed which is applied by companies to determine that how business objectives can be
accomplished. Further, marketing plan for Morrison company has been described which
includes, strengths, weakness, opportunity and threats. It also involves challenges which is face
by company to run business smoothly and 7Ps to achieve overall marketing objectives.

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