Marketing Plan Report: Morrisons Market Share and Growth (2022-2025)

This report analyzes the marketing strategies for Morrisons, a UK-based retail company, focusing on improving market share and growth from 2022-2025. It begins with an introduction that summarizes the issues identified in a previous assessment and sets specific, measurable, achievable, realistic, and time-bound (SMART) objectives for the marketing plan. The main body of the report develops a marketing strategy, including the application of the Ansoff matrix for market penetration. The report then discusses the marketing mix, analyzing Morrisons based on the 4Ps (Product, Place, Price, Promotion). Furthermore, it analyzes the customer-driven strategy, including segmentation, targeting, and positioning (STP). The report also includes a BCG matrix analysis to evaluate the company's strategic business units. The report concludes with a summary of the key findings and recommendations for Morrisons' marketing efforts.

Principles of Marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Developing the marketing strategy..............................................................................................3
Marketing Mix.............................................................................................................................4
Marketing analysis BCG..............................................................................................................5
Customer driven strategy.............................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................8

INTRODUCTION
This report is based on the issues identified on the assessment 1, from which it will be
identified that the role of marketing is essential for business for promoting business and
increasing value in the market. The concepts of marketing are linked with business to achieve its
objective in favourable terms for increasing the sustainability of company. The internal and
external factors are executed by the use of SWOT analysis for Morrison’s.
In assessment 2 it will discuss marketing strategy of company for crease market share
and growth. Further it will execute the marketing mix which would analyse the 4Ps. At last, it
will analyse the customer driven strategy such as segmentation, positioning, targeting.
MAIN BODY
Developing the marketing strategy
Morrisons which is a popular organization in the retail industry in the UK may use an
appropriate strategy for increasing their growth in the current industry and gain better advantage.
The marketing strategy is crucial for the business in order to increase the engagement of the
customers towards the brand and increase its popularity in the market (Chintalapati, 2020). A
marketing strategy is helpful for the business to gain a better advantage in the industry and
improve the interest of the customers towards the products and services that are offered by the
business to them. The marketing penetration strategy of the Ansoff's matrix is used by the
business in order to increase its market share in the UK market. It is a useful strategy which may
be adopted by the business in order to provide the customers with better products and services at
their desired prices. It is helpful for the organization to attract more customers towards their
offerings and have a positive impact ion their buying behaviour.
The market penetration strategy of the business may enhance the distribution process of
the business in the market of UK and increase its growth opportunities which will be beneficial
in order to grow and gain the maximum output in the industry. The organization may try to sell
their existing products in the marketing by targeting the customers effectively. It may offer their
products at economical prices to the customers that is an appropriate strategy to gain their
interest in the organization and improve their purchasing decision (Gurcaylilar-Yenidogan and
Aksoy, 2018). This strategy is useful in order to market the products and services effectively and
improving the image of the brand in industry by offering a better output to the customers. This
strategy of the business will be beneficial to gain better competitive advantage. It is a less risky

strategy that is useful for Morrisons to stay stable in the market and improve their overall
development which is crucial in order to achieve a higher quality of output and maintain better
understanding of the consumer behaviour. The penetration strategy of the business may be useful
to create better goodwill among the customers and increase their interest in the business.
This strategy can be useful to increaser the current market share of the business in the
retail industry. With the help of this Ansoff growth strategy the organization may gain
profitability ion the industry and have a better impact on the customers. It aims at increasing the
growth of the organization with effectively increasing the buzz of the company in the market
(Weiwei, 2021). The customers might found the brand as relatable band they will be encouraged
to buy the products and services that are offered by the business to them. It is an ideal strategy
for a retail chain like Morrisons that has a wide network in the region it is operating in. The cost
cutting methods will be applied by the business in order to offer the products at economical
prices to the customers that may have a positive impact on its sustainability in the UK market.
Marketing Mix
Marketing mix is a kind of model where it helps the company or a business to grow and
develop in definite manner. It is a business model explains the strategy of the business to the
customers where they can easily develop their organisation in definite way. It is a set of actions
that company utilises it for the branding and promotion of the particular product in the market
and increases the possibility of developing their company in effective manner and can easily sale
their products in the market (CARABA. and COSMA, 2021). To run any kind of business, they
are required to adopt some relevant and effective model from which the company can sale their
products in definite manner and can earn the profit.
Marketing mix is a kind of model which helps the organisation to focus on the particular
group of people and launch a product and services in regard to fulfilling the needs and desires of
the public. However, the company named Morrison who is a supermarket uses this marketing
mix strategy and implemented in definite order to increase their product image effectively. This
marketing mix is consisted of four factors which are described below in detailed manner.
Product: The first factor product describes the effectiveness and benefits of the product from the
company Morrison launches and supply to the customer in definite manner. The organisation
believes in providing the fresh food items with high quality where it is a key success factor of the
Morrison (Thabit and Raewf, 2018). The company mainly consider delivering the fresh food

items to the consumers where they manufacture or produces the best food quality with the very
well packaging facilities. However, delivering the fresh food is the products strategy the
company Morrison implements at their organisation and able to attract the maximum number of
customers respectively.
Place: The second factor of marketing mix refers to place where it also puts the impact on the
organisational productivity. The company Morrison serves their products across the UK and
opened up the several stores like 660 and more stores with around 117,000 employees working
over there. This company leads to second largest food manufacturing company in UK where
there place and location of distributing their goods is also a factor which they keep their focus on
(Budiyono, Muliasari, and Putri, 2021). In addition, the Morrison also started the online stores
where they are now able to deliver their food products online platform and can increase their
sales and customer rates in maximum manner.
Price: The third factor of marketing model is price where it is the most important factor an
organisation needs to stay focused on. In general, it has been already known each and every
customer wants the product quality in definite order but on low or affordable pricing where it
helps the company to maximise their customer in effective manner. However, the company
Morrison offers the low budget prices and provides better quality of products and services which
help them to retain the customer in effective way. This is the major reason the organisation is
able to attract the customers in increasing manner.
Promotion: The promotional strategy simply refers as advertisement of any product and service
which company do for increasing of the sale and attracting the customers in maximum manner.
The company Morrison utilises the offline and online both kinds of methods to advertise their
products from where they can be able to enhance the company sales and productivity in definite
order.
Marketing analysis BCG
The BCG is a kind of marketing analysis adopts by the organisation as it helps them do a
long term strategic planning and can be able to support the business by adopting different and
growth opportunities by reviewing the products. From this process, organisation is able to decide
where to invest, discontinue or develop the products from which company can be able to
improve and increase their product sales and productivity in definite manner (Raharjo and
Digdowiseiso, 2022). However, the company Morrison has implemented this marketing strategy

to improve the company sales and can be able to attract the customer’s indefinite manner. This
analysis is consisted of four factors which has been described below:
Dogs: The first factor describes that the plastic bags strategic business unit is a dog in the BCG
matrix of Morrison’s. This strategic business unit has been in the loss for the last years. It also
operates in a market that is declining due to greater environmental concerns. The artificially
seasoned products strategic business unit is a dog in the BCG matrix for Morrison’s. These
products were launched recently, with the calculation that this segment would grow.
Stars: The financial services of strategic business in a star BCG matrix of Morrison operate
in the market that expresses the potential in the future period. Morrison earns a
significant amount of the income from the SBU. Also, the Morrison has 20% market share in the
category where the market leader included in this category.
Question Marks: The local foods strategic business unit is a question mark in the BCG matrix
for organisation where the recent trends within the market show that consumers are focusing
more towards local foods (Lueg, 2020). However, the company Morrison’s has a low market
share in this attractive market. Along with this, the low sales are as a result of low reach and poor
distribution of Morrison’s in this segment. The recommended strategy for organisation is to
undergo market penetration, where it pushes to make its product present on more outlets.
Cash Cows: The supplier management service business unit cash cow in the BCG matrix of the
company. This has been in operation for over decades and has earned Morrison’s a significant
amount in revenue. The international food strategic business unit is a cash cow in the BCG
matrix for Morrison’s. The recommended strategy for Morrison’s is to invest enough to keep this
strategic business unit under operations. If it no longer remains profitable and turns into a dog,
then organisation should divest this strategic business unit.
Customer driven strategy
A customer driven strategy defines as a tactic of marketing activities of the company where
their main goals and vision is to meet the expectations and needs of the customers in definite
order. Ti run any organisation, the management is required to keep their focus on the different
kinds of strategy from where they can be able to manage and maintain the customers of the
company in effective way (Birafane, Liu and Khalikov, 2020). However, the company Morrison
also adopts and implemented different types of customer driven strategy at their workplace to
increase the customer value in definite manner.

The STP analysis has been applied by the organisation which provides the effective result
and outcome to the company and enhances their productivity respectively. It is important to be
created and analysed for the long term customer relationship and can provide the success in
attracting the customers in definite manner. However, the company Morrison uses the STP
analysis which defines as segmentation, targeting and positioning which help to examine the
products and services and can easily communicate their benefits to customer segments. Let’s
understand this STP analysis in detailed manner.
Segmentation: The term segmentation simply means categorisation of the audiences and public
which a company decided to sale their products in regard to the particular people. The
segmentation is an important process used by the companies to sale their products and service to
particular group of people, society and nature on basis of different factors. The segmentation has
different factors like demographical, psychographic, geographical and behavioural (Peng, Jiang,
Bennis, Zheng and You, 2018). The company Morrison has adopted the geographical form of the
segmentation where the company has been able to spread over their stores in various location
across the UK and able to develop the productivity in definite manner. UK is a multi-cultural
country where the Morrison has set their strategies to spread over their product and services in
different location and also has opened stores at different geographical location which helps them
to enhance their productivity and organisational performance in wider manner.
Targeting: The targeting is also a kind of market strategy which an individual organisation and
business field adopt to develop their company sales and attract the customer in maximum
manner. The organisation named Morrison also uses the targeting strategy where the company
has choses and selects the particular group of people to adopt their services and products in
definite way (Zhang, Chen and Liu, 2018). The Morrison is an organisation who mainly provides
the fresh food items to the customers where the target market or group of the company is
household purposes where they deliver the particular household products to the customers. In
general, it is important for an individual company to adopt and implemented the action in regard
to considering and setting the target customer for their products and services which help them to
increase their productivity in definite order.
Positioning: Positioning is a place where the brand and product occupies the space in the
customer desires and market in definite manner. In general, it is common to be understand that
each and individual organisation has the aim and mission to develop their organisation name and

reputation at successful level along with the company’s products and services. The Morrison
company has wanted to develop and build up the brand where they implemented the positioning
strategy to increase their brand image (Kim, Lee and Quek, 2018). In relation to this purpose, the
company Morrison offers the food with abroad appeal from Aldi to Waitrose from where the
company can be able to create a good and reputed image and reputation in the market and also
enable themselves to deal with the competitor in appropriate manner.
CONCLUSION
According to the above report it has been concluded the internal and external factor by using
the SWOT and PESTLE analysis. Apart from that it has been discussed about marketing strategy
of the company has reflected the successful growth and market share by using Ansoff growth
strategy it is most useful and creative for such strategy. Further, by discussing the marketing mix
it evaluated the four marketing Ps such as Product, Place, Price and Promotion which drive the
company analyse on this procedures to carry out the positioning of company. At the end of report
it has been discussed about the customer driven strategy which includes segmentation, targeting
and positioning of the company.

REFERENCES
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