Evaluating Marketing Strategies: Morrisons Supermarket Report

This report provides a comprehensive analysis of the marketing strategies employed by Wm Morrison Supermarkets (Morrisons), a major UK supermarket chain. It begins by outlining the core marketing functions, including gathering and analyzing market information, developing marketing plans, designing and developing products, branding, and providing customer support. The report then delves into the roles and responsibilities of marketing within the wider organizational context, examining how the marketing department interacts with finance, human resources, and production departments to achieve overall business objectives. The study also explores the significance of interrelationships between marketing and other functional units. Furthermore, it presents an analysis of how different organizations apply the marketing mix to achieve desirable outcomes, culminating in the evaluation of a basic marketing plan for Morrisons. The report emphasizes the importance of adapting to changing consumer preferences, leveraging branding, and providing excellent customer service to achieve success in the competitive retail market.

Marketing Essentials
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Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Elaborate major role of marketing function. .........................................................................3
Elaborate roles of marketing in wider organisational context. ..............................................6
Comparison in between different organisations by applying marketing mix for gaining
desirable outcomes. ...............................................................................................................8
Produce and evaluate a basic marketing plan for an organisation........................................12
CONCLUSION .............................................................................................................................16
REFERENCES .............................................................................................................................18
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INTRODUCTION
Marketing is chain of processes of moving all products and services from initial stage the
end user. In marketing activities includes the advertisement, selling and delivery of products and
services to end user by identifying their needs and demands (Amin, 2019). The marketing
department professionals and promotion department have to collect potential information for
seeking attention of their key potential audience by using advertisement. Promotions crafted by
targeting the certain audience and many involves endorsement of celebrities, catchy slogans,
delighted packaging and graphics many more. Marketing revolves around the four things which
is product, price, place and promotions which provides the whole knowledge regarding the
products and services potentially. This assignment rely on Wm Morrison super market which
trade as Morrisons as an 4th largest supermarket in UK marketplace. Respective assignment rely
on major roles of marketing function in organisation. Further it elaborate way roles and
responsibilities of marketing related with wider organisational context. It also includes
comparison in ways different organisations applied marketing mix to marketing planning process
in order to attain desirable outcomes. At last it includes the building and evaluation of basic
marketing plan in an administration.
MAIN BODY
Elaborate major role of marketing function.
Within organisation there are number of marketing functions that are assembling of
marketing information, planning of market, formulation of products, grading and standardization
and many more (Andersen, Weisstein and Song, 2020). All functions of marketing obtain very
great role in building the consumer perception regarding the products and services for gaining
potential outcomes. In context of Morrisons department of marketing accountable for increasing
revenue, enhancing share of market and contribution in organisational revenue and sustainability
in marketplace. In the small business the marketing department only have the one person or
include just the marketing executive that accountable for all kinds of functions such as
advertisement, publication or any kind of events. In context of Morrisons their roles and
responsibilities of the marketing function that are as follows:
Gathering and analysing the marketing function:
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The first and foremost function of marketing is the collect and after that analyse the
information in most potential manner. In context of Morrisons it is essential to evaluate needs of
consumers which assist in taking judgment regarding the flourishing marketing of products and
services in marketplace (Anderson and et.al., 2020). Morrisons tries to collect potential
knowledge regarding consumers changing taste such as consumers become very health
conscious. In that regards it is potential to build healthy food as per consumer demand. The
another consumer preference is virtualisation effect that provides virtually overview of services
before consumption of it by consumers. In that regards marketing functions is very significant in
formulation of goods as per consumer demand for gaining potential outcomes.
Marketing plan:
Another important function of marketing is to build the plans for increasing production
and sales by promoting the products in the wider marketplace. It is significant for administration
for administration to formulate the course of actions to implement the plan within the
organisation by setting goals and objectives (Arendt and Allain, 2019). In context of Morrisons
to upgrade their services such as for providing organic and healthy food need to build plan and
strategies to go systematically in achieving desirable outcomes. Marketing department plays very
significant role in distributing roles of individuals in order to achieve best outcomes from them.
Product designing and development:
The another all-important function of marketing is to designing of commodity in most
attractive manner for ease of consumer decision making. In product designing includes the
decisions related to the quality standards used to shape or design of product, packaging and in
other aspects. In context of Morrisons which is the supermarket in which packaging of products
plays very significant role as people are very much aware about environment for reducing the
packaging wastage. In that regards it is the obligation of marketing department to collect
necessary knowledge and information regarding the competitors and their packaging strategy. To
accumulate knowledge regarding substitute of plastic so that best products and services at
reasonable cost should be offered to consumers.
Branding:
Branding is one of most essential attribute for an governance that assist to build
differentiation effect of product in comparison to their competitors. Branding is the process of
giving a brand name to the product that not only helps to enhance sales but also sustainability in
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the marketplace. In that regards the major function of marketing is to take important decision
under respective strategy is whether to provide separate brand name or all products of a business
firm (Chiguvi, Madondo and Tadu, 2019). In context of Morrisons by possessing distinctive
image in market that possible due to their product quality and services. They can be able to
acknowledge consumers in regards of their products by using the distinctive promotional strategy
in marketplace. So it is very likely for an governing body to market their products and services in
proper manner by which consumers can distinctive from the competitors goods for taking crucial
decisions.
Customer support service:
Key of marketing attainment rely on consumer gratification which is essential function
of marketing to provide no. of consumer assistance services to end user. In customer support
service includes after sale services, providing credit facilities, handling consumers grievances,
delivering satisfactory information to them. In context of Morrisons, they very much conscious
about serving consumers as they take feedbacks from them in order to improve in near future.
With the help of after sale services they can be able to build positive experience for users in
gaining potential outcomes. So it can be said that marketing is very much crucial for
administration to reach and promote the products in wider marketplace potentially.
Analysis of roles and responsibilities of marketing in context of marketing environment.
Marketing defined as an collection of various kinds of activities undertaken by
organisation for gaining the profitability in marketplace. Marketing plays very much crucial role
within the organisation by building the marketing strategies and tactics (Fairley, 2019). A
marketing manager within the a firm is responsible for identification of users choices to deliver
the most valuable products to the end user. In context of Morrisons which is the supermarket
chain by using strategic planning which is a managerial process for gaining balance in between
goals, objectives and materials in dynamic business environment. In that regards leading role of
marketing department is to accumulate essential information to accordingly mould their activities
for gaining competitive advantage. The another major important attribute is to monitor the
business environment as it impact on organisational works and activities potentially. In context
of Morrisons in changing global scenario, it is potential for marketing department to analyse the
6 key biology forces that is demographic, economic, socio cultural, natural, technological,
political and legal forces (Fill, 2019). By obtaining crucial information regarding the forces,
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organisation can mould their strategies and tactics accordingly for gaining potential outcomes.
So it can be said that marketing plays very much essential role within organisation in planning
and scheduling of activities properly.
Elaborate roles of marketing in wider organisational context.
In an administration there are no. of department work simultaneously for gaining the
organisational goals and objectives such as human resource, marketing, finance, production,
research and development which collaboratively work. All departments closely related with one
another and share roles with one another potentially. In context of Morrisons, there are various
departments work together in gaining desirable outcome. Here are the various departments of the
Morrisons work collaboratively in achieving desirable outcomes:
Finance department: Finance department is portion of administration which negociate
money and in its business functions includes planning, organizing, accounting and auditing of
organisational finance (Ganjre, 2019) . Now a days respective department carry out various
activities both in side and outside of firm. Functions of a firm directly rely on way to operate
finance department. In context of Morrisons they appoint specialised individuals in each and
every field in order to carry out business activities potentially.
Human resource department: HR is the organisational department that is responsible for
finding, screening, recruiting and provide training and development in order to provide employee
benefit programs in order to select most potential candidates. In context of Morrisons they focus
on selecting most potential candidates in order to improve the working of their organisations.
Marketing department:
Marketing department helps to promote the business and potential drivers of sales of
goods and services. By giving adequate information regarding the users choices and changing
trends in framing products accordingly. In context of Morrisons they with help of marketing
department can be able to acknowledge consumers taste and preferences positively.
In context of Morrisons they have close relationship with the other departments and share
responsibilities in gaining the desirable outcomes positively. In context of Morrisons they have
close relationship of marketing department with other department which helps in gaining
desirable outcomes potentially.
Human resource with marketing: Human resources department of firm is that
department which is responsible for management of human resources of organisation. This
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function of management deals with identification of human needs, recruitment , selection and
managing there compensation for improving organisational performance and reducing employee
turnover (Sattigeri, 2019). Marketing and human resources department are interrelated to each
other as HR department help in increasing performance of individual with the help of training
and development which is essential for marketing in forming effective teams for promotion and
other marketing functions.
In context of Morrisons these relation is important as firm is dealing in different product
where all product are needed to be promoted separately, which require well trained staff and that
can only be possible if there is close relationship between marketing and human resources
department. So firm have to follow this relationship in proper way.
Finance with marketing:
The management and allocation of fund is done in finance department of the
organisation. This department act as an backbone of whole organisation where the finance
related decision are taken for smooth working of organization (Sattigeri, 2019) . Marketing
department of organisation is also dependent on finance department this is because money is the
basic factor for working in any company and finance department support make marketing
function work. For example, in Morrisons finance department help marketing department in
allocating funds for researching of new market as well as improving the design and other quality
of there products. There finance department also help than in providing information about the
customer behaviour for product price.
Production with marketing :
This is that department of firm which deals in production of goods and services for the
end user of product. marketing department of firm help it in identifying the needs of customer
and guide the production department that what kind of product they have to produce. marketing
function also analysis the reasons of bad or good performance of product which health
production department in changing the quality of their product accordingly (Sattigeri, 2019) . So
there is a close relationship between these two department which have many befits . In context of
Morrisons they both play an important role as Morrisons is a retail giant.
Analyse importance of interrelationship in between marketing and other functional units.
In an administration interrelationship in between different departments plays very crucial
role. As this relationship will help organisation in establishing coordination in different
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department of firm which facilitate proper utilization of resources as well as minimum wastage
of funds. This relationship also facilitate in achieving organizational objectives with help of
efficient productivity (Sattigeri, 2019). It will also help the firm in reaching to customer by
analysing there behaviour and establishing proper structure in organisation where all employee
have clarity in there work. This relationship will also have positive impact on profitability as
good relationship will reduce inter department conflict which increase profit.
Critically analyse and evaluate key elements of marketing function and their interrelationship
with functional units.
In an administration major elements of marketing functions includes marketing, human
resource, finance and other department that provides best services in enhancing consumer
experiences. With interrelationship in various departments firm can be successfully gai n
potential outcomes (Greasley, 2019). In context of Morrisons marketing department share the
information with finance department such as good sources to raise the funds, best financial
institutions and many more for gaining desirable outcomes. In that regards by sharing
information firm should be able to gain sustainability in market as it create understanding and
acknowledgement in between departments.
Relationship between marketing and the wider business environment:
There are close relationship marketing and in the wider business environment that consist
of competitors, consumers, political environment, shareholders and many more. Here are the
relationship of marketing and differ factors:
Marketing and Political environment:
Political environment plays very much important role in dealing with the business work
and activities in effective manner. in political environment consist of taxation, political regimes
and many other factors. In context of Morrisons they deals in the UK marketplace that is very
much uncertain in nature in that regards marketing department plays very crucial role to
accumulate necessary information in regards of business environment. such as due to Brexit
organisation faces the problem of inflation that declines purchasing power of consumers.
Marketing and shareholders:
Shareholders are very much important part of organisation as they contribute in
organisational development and growth. It is accountability of marketing department to
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accumulate necessary information regarding benefits an organisation can occur by investing in
differ fields that ultimately proved beneficial for shareholders.
Marketing and economic environment:
Economic environment consist of interest rates, taxation rates and many more. It is
accountability of marketing is to accumulate necessary information in regards of economic
aspects that helps in taking effective kinds of outcomes. In context of Morrisons that deals in UK
market evaluate that taxations are high in respective market that impact on their business
adversely. In that regards marketing department builds strategies and tactics accordingly. if
organisation not able to uncertainties of economic environment then it adversely impact on their
planning and implementation in proper manner.
Marketing and consumers:
Marketing and consumers shares the close relationship with each other as majorly the
core activity of it is to communicate about organisational products and services. Respective
activity ultimately proved beneficial in the consumer decision making process. In context of
Morrisons that by using various kinds of promotional tools able to interact about their products
to end users. It has been analyse that if marketing department not able to build relationship with
consumers then they not sustain in market for the long duration as consumers is very much
important.
Marketing and competitors:
For an organisation competitors plays very much important role, it is the obligation of
marketing to accumulate necessary information of their competitors such as their products, their
features, strategies and many more other attributes that helps to modify own strategies in order to
remain competitive in the market place. In context of Morrisons they are very much aware about
their competitors and on continuous basis accumulate necessary information to deal in effective
manner. if organisation not pay attention on competitors strategies then they not able to serve
consumers in one of best manner which affect on their performance adversely.
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Comparison in between different organisations by applying marketing mix for gaining desirable
outcomes.
Marketing mix is very much significant tool for an organisation which assist to marketers
in selling products to their target consumers. Here are the marketing mix of Morrisons and
Tesco.
Marketing mix Morrisons Tesco
Product Morrisons is very valued based
grocer which focused on providing
the fresh food. They are very much
concern fro providing the high
quality fresh food is key of their
success. They serve under the
various brands such as Morrisons
cellar, M kitchen, NuMe, Just for
kids. They produce products as they
have their own manufacturing
production facilities that ensure best
quality of products. They serve their
fresh quality of products to the
factories and shops to enlarge
business opportunities (Hanlon,
2019).
Tesco provides the range of
products which includes food,
clothing, electronics, financial
services and many more. They cater
towards expansion in their range of
products after accessing the
consumers needs positively. They
offer the grocery delivery services
and free music downloads besides
the other 40,000 more lines of
products. By provide in each
category the variety of choices
ranging from the brand, regional
Production of products and many
more.
Price For an organisation it is very much
potential to have their own pricing
strategy, price become the foremost
reason in front of consumers in
purchasing of products. They by
continuously work on their pricing
by lowering and for providing better
quality of products to remain
Tesco focus on maintaining the low
price range without compromising
in the quality of their products and
services. With the help of economies
of scale they can be able to pass cost
advantage to their consumers and
keep them very happy. They work
on their strategy which is 'Every
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competitive in the marketplace. By
using the premium pricing,
promotional pricing, product
bundle pricing and match card
which is a price comparison tool
(Haywood, 2019).
little counts' by continuously stymie
consumers expectations as their first
priority. So it is very much
important to offer best price to their
consumers so that they not purchase
the products from their competitors.
Place Morrisons operates across the whole
UK market as they have physical
presence in form of 660 and more
stores out of them 150 stores are
convenience by employing 117000
employee's (Horton, D., 2019).
They have wide geographic
presence in all over the world and
use best distribution strategy in
order to reach at large no. of
consumer base positively. They by
controlling the fresh food supply
chain able to sole most food by
online and in retail stores. They
have one national centre and seven
other regional distribution centres
that helps to reach at large no. of
consumer base.
Tesco's headquarters is in
Hertfordshire, England. There stores
are established in across the world
by using the two channels of
distribution of products and services
that is online and offline. In their
offline forum includes the stores of
six different kinds that is Tesco
express, Tesco extra, Tesco Metro,
compact, Homeplus and Superstore.
It is found that not every kind of
consumer comfortable to purchase
products from the large stores so
they focus on opening of small
stores that are easily accessible to
consumers.
Promotion The promotional and advertising
strategy of Marrisons includes work
with suppliers by working through
farming program for gaining
farming competitive and
sustainable. By using the
Tesco gains the biggest advantage
from their lowest pricing that helps
to set oneself apart from their
competitors. Their primary aim is to
improve the brand image in the
market. With the help of
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advertisement and sales promotion
they provide pleasant experience to
the consumers. They believe in the
collecting facts and figures by
offering cheap and good quality
products to consumers and pull is
offered by
advertisement they can be able to
reach at large no. of consumer base
and focus on low prices. By
providing lot of attractive offers to
their consumers all the year around
attract large no. of consumer base.
They by using sales promotion to
find offers such as 'buy one get one
free' and half pricing which strives
to consumer purchase more in
quantity. Additionally they by using
the club card services that helps to
consumers in getting additional
discounts which access towards
understanding demand patterns of
consumers (Ismaili, 2019)
Process With the help of multi channel
experiences in their delivery of
product and services they can be
able to reach at large number of
consumer base. They choose to
provide product at lower price on
permanent basis by making their
stores pleasant place to shop. With
help of consistent communication
with consumers they can be able to
deliver shopping convenient
environment by showcasing wide
range of fresh food and flexibility to
their consumers in choosing the
right kind of product.
In process of Tesco refers to the
chain of activities to keep the
consumers very much happy by
providing speedy billing services
and easy acquirement of their
products in their stores in both
online and offline. It is only possible
for them by employing the
competent personnel and paying
attention on their complaints to gain
positive response from them.
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