Marketing Essentials Report: Morrison Supermarket Marketing Strategies

This report provides a detailed analysis of the marketing strategies employed by Morrison Supermarket, a major UK supermarket chain. The report begins with an introduction to marketing concepts, including the roles and responsibilities of a marketing department, and then delves into the marketing process, covering situation analysis, market analysis, marketing mix decisions, and implementation and control. It examines the roles and responsibilities of marketing within Morrison's, focusing on customer needs, competitive monitoring, market expansion, and pricing strategies. The report further explores the interrelationship between the marketing department and other functional units like research and development, finance, and human resources. SWOT and PEST analyses are used to assess the company's strengths, weaknesses, opportunities, and threats, as well as the impact of external political, economic, social, and technological factors. The report also compares Morrison's marketing mix with that of ASDA, examining product strategies and pricing approaches. Finally, the report culminates in a discussion of marketing plan elements, providing a comprehensive overview of Morrison's marketing approach and its effectiveness.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1 ...........................................................................................................................................3
P 1 Roles and responsibility of marketing..............................................................................3
P 2 Roles and responsibility relate to wider context of organisation.....................................5
TASK 2 ...........................................................................................................................................7
P 3 Comparison of the ways in which different organisation apply the marketing mix to
achieve the objectives.............................................................................................................7
TASK 3..........................................................................................................................................13
P 4 Marketing plan...............................................................................................................13
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
Marketing is an activity of the organisation which is related to the buying and selling of
the products and services. It is also refers to the pricing, promotion, delivering of the product to
the end user and satisfied their needs and demand. Report is based on the Morrison supermarket
plc. Morrison is the fourth largest supermarket chain in the UK, it delivers the variety of products
like food and drinks, clothing, books, magazines and many more products for the people at
lowest price.
Report will include the concept of the marketing and the essential role and
responsibilities of the marketing and interconnection of the different functional unit. It will also
include the marketing mix strategies of the marketing. Further it will include the marketing plan
of an organisation.
TASK 1
P 1 Roles and responsibility of marketing
Marketing refers to the essential role or activity of an organisation which is associated
with buying and selling of the services and products, advertising and delivering the products and
services to the end customers.
Concept of the marketing is to analyse the need of their customers and make and
implement the strategies to satisfy the customer's need in order to maximize the profit and
increase sales (Armstrong and et.al, 2015).
Marketing Process
Marketing process include the ways to discover the customers needs and satisfy their
requirements. Following steps are involved in the marketing process:
 Situation Analysis- First process in the marketing is to analyse and identify the
opportunities of the market that is avail for the business, these opportunities refers to that
needs and wants of the customer which is not satisfied by the competitors.
 Marketing Analysis- After identifying the best opportunities, next process is to select
the target customers. Because company can not satisfy the need and wants of each
customers, therefore it analyses the target market and divide into different segments to
meet the customer need (Kotler and et.al, 2015).
 Marketing mix decision- In this stage the tactical decision are being made for some
marketing mix parameter which are controllable. In this includes-

 Product Development
 Pricing Decision
 Distribution Contracts
 Promotional campaign development
Implementation and control- This the last step of the marketing process In this marketing plans
are implemented and results of the marketing is been monitored and evaluated closely and make
changes according to the results.
Roles and Responsibilities of Marketing
Marketing has various roles and responsibility for growing revenue, increasing the
market share and contributing to company growth. Marketing department of the Morrisons
performs various roles and responsibilities in the organisation to increase there market revenue
(Anton, 2015).
 Listen to the customer needs - For every company customer satisfaction is the first goal.
Important role of the marketing function of Morrisons is to analyse and listen to the
customer's need and demand. As Morrison is supermarket chain which produce various
products in the market like clothings, groceries, health and beauty products and many
more according to their customer demand and need, they listen to them and make
changes on the products. For this, Morrison’s marketing department conduct survey to
know about the customers need and demand (Liu and et.al, 2017.).
 Monitor the Competition - This very important role of the marketing function of the
Morrison. To know about the competition and its products, market place and share and
size in the current market, it is necessary to track and monitoring the competitors to make
better and effective strategies than competitors to sell the products and services.
 Widen market - For the Morrisons company it is the responsibility of the marketing
department to widen their market through communication tools like advertising,
promotion, event marketing and many more and also widen the market across the world.
It is also their responsibility to use these tools in innovative and attracting manner to call
as much as customers and inverter to widen the market globally (Baker, 2016).
 Adapting the right price - It is the responsibility of the marketing team of the Morrison
to set a price of the particular product of the Morrisons organisation. As, Morrisons is the
retail supermarket company who produce variety of products in the market. It's a role and

responsibility of the marketing team to adapting the right price of the product according
to product's demand in the market and with comparison with the competitor's product,
because pricing strategies helps in generating the revenue and setting in the fair price for
all the customers (Role of Marketing: Top 10 Important Role of Marketing in Making a
Product Successful,2019).
 Identifying the Target Market - It is the responsibility of the marketing department of
the Morrison’s to identify the target market and divide it on the basis of the customers
need. Before entering into the new market or to producing the new products in the
existing market Morrison’s marketing department conduct a survey to analyse the target
market that is suitable for the new products, demand of the product in the market
(Marketing,2019).
P 2 Roles and responsibility relate to wider context of organisation
Interrelationship of Marketing department with other functional units
Marketing and Research and Development: In the Morrison’s company ass marketing
department is connected with the Research and development unit. Before entering into the new
market of producing the new product research and development department conduct a survey
and analyse the market and make research report that helps the Morrison’s to entering into the
segment market and easy to targeting the customers, also examine the new market or the country,
there geographical nature, culture, customers nature social, political and economical
condition(Minazzi, 2015).
Marketing and Finance Department: Marketing department closely work with the finance
department, As Morrisons company's finance department pass the budget of the whole year for
every department in the organisation in which marketing department has to work according to
this available capital. All the profit and loss information of buying selling of the product hast to
give financial department to make balance sheet at the end of the year which helps the finance
department to maintain the balance and out flow and inflow of the Morrison's company
(Chintagunta, Hanssens and Hauser, 2016).
Marketing and Human Resource Management: Human resource management hire the people
according to need and the position in the Morrison's company, HRM helps the marketing to hire
the employee that can handle all the making functions according to the requirements and for
smooth operating.

Strength and weakness of the organisation (SWOT analysis)
Strengths
 Major strength of the Morrisons is, it provides the best value product to the customer at
low price.
 It is the largest and oldest supermarket in UK and has 500 stores across the UK.
Weakness
 Morrison has limited geographical market reach across the world.
 IT is not very good in demand forecasting of the customers (Marketing Process and the
Steps involved in Marketing Process,2015).
Opportunities
 It has wide opportunities to widen up their market across the world not only in UK.
 It has opportunity to provide services and product online and can increase the overall
profit.
Threats
 The Biggest threat is increasing market share of competitors.
 Changing political condition, for this it has to change its policies and plan according to
them (The Marketing Process,2019).
Impact of the external environment (PEST analysis)
Political Factors: Government Resource allocation and changing policies, Taxation policies all
these influence the business environment of the Morrisons. According to changing government
Policies, it has to make change in their own business plans. The biggest example of the political
event is Brixit, at that time Morrison's had to made lot of changes due to policies and regulation.
Economic Factors: Exchange rate, interest rate, import export rate affects the company in their
production and selling and buying process. It affects the objective of the company. Good
economic condition helps to set up new venture in the country and increase the opportunity to
expand their business globally. At the time of Brixit, Morrisons had inflationary pressure due to
the fluctuating currency (Tsangas and et.al, 2019).
Social Factors: Customer's demand, their choice, age group, culture, education level all these
social elements can influence the Morrisons and its productions. In the global market, Morrisons
have to take care of the demand of the customer according to various regions and cultural. If it

fulfils their different need, it helps the Morrison's to achieve its overall target and building strong
market image.
Technological Factors: Technology is dynamic and constantly changing. It is necessary for the
Morrisons to constantly monitor the company and its approaches in the market. New and
innovative technology helps Morrisons in new production and service in the market. With fast
growing technique quality of product is being improved and it also helps in making new
strategies and like online payment and packaging this can increase the number of customers and
can fulfil the demand of the market and the customers as well (Morrison's SWOT and PESTEL
analysis,2018).
Analysis of significance of interrelationship
Strengths
 It helps in building trust between different department. When department trust each other
to provide information, it helps the Morrisons to increase productivity.
 It helps in providing better customer service that each department knows the demand,
needs and problem of the customers. It helps to provide best value services to customer.
Weakness
 Because of the higher dependency of the other department, single department can not
work smoothly as there decisions are based on the other department's report or analysis.
When one department will pass the information to another then it can start the
production.
TASK 2
P 3 Comparison of the ways in which different organisation apply the marketing mix to
achieve the objectives
Marketing mix
Marketing mix is all about action of implementing strategies at the right time, at right
place and on the right product that a company uses to promote its brand or products in order to
increase the sale and to achieve the overall organisational objectives. Marketing is the collection
of actions or tactics that is being used by the company to promote its products and brand in the
market. Morrison’s company use the 7ps elements of the marketing mix to achieve its overall
business objective. Elements of marketing mix are:

Morrison’s ASDA
Products Its product strategy regarding
product is that it make sure the
availability of all kinds and all
rage of the products that
anyone can buy. Morrisons is
the supermarket which provide
the different variety of
products according to the
customer's need and demand.
If customer get the products
and services as accordance to
their choice it will increase the
demand of that product or
service, increasing demand
helps to increase in revenue of
the company and its overall
business objective (Fan, Lau
and Zhao, 2015).
It has set a category for
products for the different
category of the costumers.
Price It applies discounting pricing
strategy. Morrisons has set
their product's price in range
that is available for all type of
the customers. Morrisons
product price is reasonable that
middle class customer even
can willingly pay. There is
high price products are also
available for the high earning
customer who can afford it.
It applies competitive pricing
strategy. This helps the
company in the marketing of
their products, and increasing
the customer and making profit
and maintain their existing
customer in the market and this
pricing policy helps the
Morrisons to achieve its goals.

Promotions It promotes their products
through social media and TV.
Morrisons uses different
promotion techniques for the
products and services like,
advertising through TV or
social media and newspaper,
direct marketing and personal
selling, conduct seminar or
camp to get aware about the
new products and also aware
the people about the bad and
duplicate products.
Advertising in TV or social
media has a great impact on
the people.
This company promote their
products via newspapers, and
through TV. It influences by
promotions and will come to
buy products again and again.
Demand of the product will
increase and production will
increase then overall business
objective will achieve
Place It delivers the product direct to
the customer. There is no
mediator between the company
and consumer. Morrisons
Choose the place in the target
market after research.
Availability of the needy
customer, competitions in the
target market, availability of
the dealer, wholesaler, easy
transport (Mishra and Modi,
2016).
It uses both direct and Indirect
process to provide products to
customer.
Process As this company use direct
method to provide goods to
As this uses both methods to
supply goods to end customers

end costumers, its process is
very smooth that there are no
hurdles that company have to
handle. Morrisons was
extending its relationship with
Amazon to include same-day-
delivery of its product.
Morrisons company apply
several methods for delivering
their products or services to
the customers. It also uses
online services to provide
products at a customer door
directly.
so it has to handle problems
from mediator. Products reach
to customer via retailer,
wholesaler and small
merchants.
People To manage the employees and
customers there is customer
care cell who handles the
customer's queries and all kind
of problems via telephone or
directly at their place.
Morrisons company hire the
right people for the right job
profile who willingly does
their work, train them to
provide the superior service to
their respective clients and
customers.
This also solve the problems of
their customers directly by
face to face interaction and on
the telephone as well.
Physical evidence Its infrastructure is so
attractive that every clients get
attract to it. Its product
It also has a good
infrastructure of the all the
stores. There is enough space

packaging is always innovative
that every time customers find
something new. Morrisons
provides all the information
about their company and its
policies, products and services
and career opportunities on its
website. Its Green and yellow
colour logo is unchanged for a
long time. This build the
image of the company.
for the customers that they can
move easily anywhere in the
stores.
Evaluation of the different tactics applied by the organisation
4ps 7ps
4ps include only 4 elements of the marketing
mix that is product, price, place and promotion.
These elements help the organisation to
analyse the marketing situation only in limited
areas, which was not enough for the
organisation to enter into new market or to
achieve the overall objective (The Marketing
Mix 4P’s and 7P’s Explained,2019)
4ps shifted to 7ps marketing mix elements
which includes the process, physical evidence
and people, For every organisation it is very
important to analyse the process that
organisation use and implement to achieve the
target. Peoples are important part of the
organisation without them any organisation can
not work. It is important to hire right candidate
for the right position in the organisation who
can work together in order to achieve the
target. So this element of 7ps helps the
organisation to analyse the people and hire
them in organisation. And the last physical
evidence is also important like logo of the
company, outer and inner infrastructure people

can attracted to towards to it and infrastructure
should be like where customer or employee
can easily move in the company or in the retail
supermarket like Morrisons.
Marketing process and marketing strategies
Analysis – Process of analysing of the target market linked with the place element of the
marketing strategy. In both the element place of the market is to be analyse what would be the
target customers, products and services which is not satisfied by the competitors. This helps the
Morrison company to set the segment market and customers and can provide the services
according to it that help the company to achieve the target (Line and Wang, 2017).
Planning – Planning is connected with the Process element of the marketing strategy. They both
work in order to analyse the process, planning or strategies which is being applied by the
Morrisons company. It helps the company to evaluate the planning and process and can make
changes in them. That help the organisation to achieve its overall target.
Implementation – Process and planning is to be implemented by the company in order to
achieve the overall target. The strategies which is made by the company are implemented that
helps the Morrisons to connect with the people, production and to fulfil their demand.
Control - This the last step of the marketing plan. In this marketing plans are executed and
results of the marketing is been monitored closely and make changes according to the results
(Boscagli, 2019).
TASK 3
P 4 Marketing plan
Executive summary
Marketing plan is the process of a business document that monitor the strategi9es through
which company can meet its overall organisation goal. Morrison's planning to expand its
business and launch new brand of wedding apparel. Marketing plan includes the marketing
strategies, objective, budget, monitoring and controlling activities to meet the organisational
goal.
Vision and mission
Morrison's vision and mission is to provide best value products to their customers on the
weekly shopping wherever they live and to be the best food specialist for the customers.