Marketing Principles & Strategic Business Decisions Report- BMS403

This report provides an in-depth analysis of marketing principles and their application within an organization, focusing on strategic planning and business decisions. It covers key elements of the marketing mix, emphasizing product, price, place, and promotion, along with people, process, and physical evidence. The report evaluates the importance of marketing in strategic planning, highlighting how it facilitates the collection of consumer data and enhances customer loyalty. It also assesses the concepts of segmentation, targeting, and positioning (STP) to meet customer needs and ensure customer retention. Functional areas such as finance, human resources, and the marketing department are discussed in relation to achieving organizational strategy and marketing objectives. The analysis includes real-world examples and strategies used by companies to optimize their marketing efforts and improve overall business performance. Desklib offers this report as a valuable resource for students seeking to understand and apply marketing concepts effectively.

Sales and Marketing BMS403
TITLE Report

TABLE OF CONTENTS
TABLE OF CONTENTS..............................................................................................................2
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Key principles of marketing and detailed description of Marketing Mix...................................3
Importance marketing plays in strategic planning......................................................................5
Evaluation of STP analysis along with strategies used to meet customers' needs and ensure
customer repetition......................................................................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is very important aspect that allows various firms to focus on selling of goods and
services to various markets that will help to generate greater revenues for the firm. Also, the
present report is based on the Morrison that is well known UK brand and will analyses the role of
marketing mix and its impacts on current working of the firm. Also, the report will focus on the
importance of having best marketing mix that will help in achievement of organizational
objectives and increase performances of the employees. Moreover, the study will evaluate role of
strategic planning in enhancing the current productivity of employees within the workplace.
Furthermore, organizational strategy of Morrison will also be identified so that effective business
decisions could be taken for future working. Moreover, this wider strategy will also be linked
with other functional organizational areas for better understanding. Lastly, techniques to enhance
communication process with customers through using model will also be covered under this
report.
MAIN BODY
Key principles of marketing and detailed description of Marketing Mix
Marketing play important role in the organization as it helps in increasing the sales of the
business. Also, it is very important for company to analyse in detail about internal and external
environment so that greater trust might be developed. Moreover, marketing mix is developed so
that business is able to reach full potential and growth in various markets. Also, there are various
marketing principles that are been described as follows:
Product: In this it can be said that Morrison is focused on delivering the high quality and
fresh goods. Also, the brand is focused on delivering those goods that are high in quality,
features, appearance and much more (Thabit and Raewf, 2018). Furthermore, the company is
having it own production and manufacturing facilities that help in faster delivery of products
across various regions. Moreover, through such distinction the company is able to make
customer more satisfied for longer time frame and assures that best quality products are delivered
to large number of people.
Price: The Company uses bundle, premium, promotional pricing strategy based on the
products that it sold in various markets. Furthermore, these prices are set based on current market
conditions and competitors move in the market (Ndofirepi, Farinloye and Mogaji, 2020). Also,

apart from the prices it offers it also focuses on quality and range of services so that customer
remains satisfied for longer time. Moreover, all the products prices are chosen based on to
customer’s preferences and their readiness to pay the prices according to the value of money of
the products. Furthermore, prices for different packaging varies and no one price is remains fixed
for long period
Place: The major place of distributing the goods is through offline stores that are located
in various parts of UK. Also, Morrison is having various distribution centres that assure quick
delivery of goods to large number of customers so that there are fewer chances of the customer
dissatisfaction. Furthermore, most of the food items of the firm are sold via the online stores that
has also helped firm in earning greater revenues within short span. Also, online website of
company displays wide range of products categories clearly that further ease to potential
customers.
Promotion: It is very important that the company promotes its products using right
platform so that more people are aware of the brand its products. Furthermore, Morrison is
company that is concerned over promoting its products offline through various marketing
campaigns, posters and much more in local market areas in UK so that people are aware of the
latest launch of product line (Al Badi, 2018). Moreover, in context of online mode it can be said
that company promotes it products through social media platforms like Facebook, twitter,
Instagram and its official website so that the information is spread to wider regions. Thus, it can
be said that using the best promotional strategy has allowed the business to grow successfully
over the years.
All types of business industries need to follow certain principles of marketing so that limited
amount of resources might be best utilised to achieve certain targets in effective manner in the
future. Furthermore, in context of Morrison it can be said that apart from the above mix there are
other three elements that are extended to the service industries that are been described as follows:
People: It can be said that company is focused on hiring best and qualified employees so
that best output can be delivered in short span (Morrisons Marketing Strategy & Marketing Mix
(4Ps), 2022). Also, it is interested in only those people who are professionally skilled so that they
are able to sell variety of the goods in markets. Moreover, it is through employees that Morrison
is able to achieve excellence and assure greater team work for all challenging times while
operating in various markets

Process: Morrison ensures that product delivery process is smooth and fast and is focus on
ensuring the best process within its functioning. Also, it is having large distribution centers and
suppliers that make sure those resources are delivered timely to both company and customers on
regular manner. Furthermore, all the processes that are developed within company are monitored
regularly so that certain changes according to the business environment could be made easily.
Physical evidence: In regard to this element it can be said that Morrison is focused on
improving service, quality, hygiene etc. factors within the workplace and its stores so that better
product offerings can be made and it is able to attract more customers towards the business.
Furthermore, special attention is made on the use of various equipment’s and technologies so
that work could be done faster (Kornberger and Vaara, 2022). Also, well infrastructure and
online up gradation of website have allowed visible range of goods to customers for easy
purchases and comparison. Thus, it has also lead to increase in the profits of the firm over the
years.
Marketing mix are made to satisfy certain customer needs and it has allowed Morrison to
positioned various goods in the market for earning more revenues in the long run However,
managing all the above elements within business is very time consuming and hence it would cost
extra resources to the firm to develop the panel that would deliver the best training to the group
of people so that right marketing mix is developed.
Importance marketing plays in strategic planning
Strategic planning refers to set of decisions that are taken by the firm to gain competitive
advantage and to sustain in market for longer time frame. Furthermore, the major organizational
strategy of Morrison is to remain competent in various markets through offering products and
services at lowest prices as possible. Also, it aims at offering valuable products without
compromising on the quality (Brorström, 2020). Furthermore, marketing plays important role in
strategic planning as it helps in collection of consumer data from the market so that changes
within the existing products and services could be made immediately. Moreover, in the current
global competitive environment where there is high level of competition it is very important that
proper marketing strategies are developed so that large market area could be covered. Thus,
current marketing decisions of the firm are to increase the sales of products and attract more
potential customers towards the business. Thus, all the marketing strategies like campaigns, best
use of posters, using social media platforms etc. will create greater demand in the market will

help quoted firm to expand into new areas easily. Also, strategies have allowed the firm to have
increased customer loyalty, retention as well as best engagement with target customers on large
scale.
Also, in context of Morrison strategic planning had been turned out be positive as it has
come up with an idea of selling its goods online and also given various interesting promotions,
discounts and rewards etc. to build brand loyalty. Furthermore, planning had allowed the cited
firm to know in detail about various areas of improvement so that corrective actions could be
taken on time (Greckhamer and et.al., 2018). Also, it can be said through marketing cited firm
had been able to know about customer choices that changes with changing period and thus based
on that it has been able to focus on product attributes and continuously changing the design of
the product . Thus, it has been able to enjoy economies of scale and maximize value for the
money. Moreover, various strategic planning within the firm can be developed by combining the
total cost involved in each department which also avoids duplication of work. Below are some of
the functional areas within cited company that works together to achieve the organisational
strategy and marketing objectives in timely manner
Finance: It is major pillar of any organisation and it allows the top managers of Morrison
to take best strategic decisions to ensure that money is used in right way. Furthermore, it
coordinates with other department to ensure that funds are utilized in way that helps in
development of best strategy and optimum utilisation of resources. Furthermore, it helps
organisation by developing the right prices through serving better products to society.
Human resource: It is also proved to be efficient department in Morrison in hiring and
recruiting talent workforce that are well known to marketing techniques (Merkus, Willems and
Veenswijk, 2019). Also, through various training and development programs cited firm is able to
develop skills that are required to provide best strategic plans of marketing to the firm in the
future the easiest manner. Hence, investment of huge amounts of money in training and
development activity among employees is also done with coordination of finance department
Marketing department: This is one of best department of Morrison as it has helped in
growth and development of firm through conducting successful selling activities in target
markets. Also, this department has built up good brand image in various markets through using
best marketing techniques in against of competitors. Furthermore, proper marketing within

Morrison has helped in meeting various customer preferences and ensures that organisation is
growing in terms of revenues.
It is very important that all these functions work together so that desired goals and objectives
are achieved. Also, each functional department in Morrison relies on the other to complete the
specific functional activities. Moreover when all functions work together than overall efficiency
is improved. Moreover, all the marketing decisions taken by the firm are taken keeping in mind
the internal and external factors that could affect the working of the business. Furthermore, only
those decisions are taken that would result greater positive outcomes and revenues than overall
marketing efforts put by the firm (Weiser, Jarzabkowski and Laamanen, 2020). Also, Morrison is
using the best digital technologies that are specialized in providing the best solutions to
employees that are working hard to develop best marketing plan of the company in future.
Furthermore, the latest technologies are installed within the workplace so that there is faster
delivery of goods. Also, proper data record might be maintained for all the business transaction
for gaining any kind of future references or helpful in any kind of strategic marketing planning in
due course of time.
Evaluation of STP analysis along with strategies used to meet customers' needs and ensure
customer repetition
STP analysis
STP analysis is a marketing strategy which aims with commercial effectiveness, selection
of segment which is valuable for business and strategies used to position the company's products
and services in the market. This tool includes three steps: segmentation, targeting and
positioning.
Segmentation
Market segmentation has enabled Morrison’s to understand and analyse the customers in
the market and their needs. The segmentation is based on demographical, geographical,
behavioural and psychological aspects of the customers. An effective market segmentation has
helped Morrison’s to group people with common needs in one segment so that it becomes easier
to satisfy the customers' needs (Ing, Osman and Tze-Yin, 2020). This proper market
segmentation analysis has given the company competitive advantage in promoting its products.
Targeting

Morrison’s has targeted its customers using different aspects of segmentation.
Demographical and geographical aspects are used by Morrison’s to target its customers more
accurately. The company has its business in different countries which has given it diverse taste
and preferences of customers. This diversification would affect the marketing strategy of the
company as it needs to design advertisement which does not hurt the feelings of people of any
region. Demographical segmentation has enabled company to understand different types of tastes
and preferences and customer needs of different age groups, gender occupation and social status.
This effective analysis has helped Morrison’s to adopt best marketing strategy to reach its
targeted customers. The customers are also targeted according to their needs. This marketing
segmentation has enabled Morrison’s to provide right products to customers as per their needs.
The large variety of products offered by the company has solved many issues of customers like
poor services, lack of variety of products under one roof, high prices, etc.
Positioning
Positioning of product refers to dealing with every marketing mix elements to effectively
attract the targeted customers. Positioning of segmented customers can be done by effective and
appropriate advertisement strategies. The popularity and brand value of Morrison’s is a great
advantage for the company to position itself in the market (Camilleri, 2018). Positioning can be
done by developing effective communication and customer relationship using appropriate
advertisement through media, television, pamphlets and brochures and other advertisement
channels. Company can also adopt different promotional strategies like offer hot deals on
seasonal food items, spending for high advertisements for new products or newly opened stores,
provide excellent customer services, etc.
Analysis on organization's strategy used to meet customers' needs
Morrison’s has used Porter's generic strategies as a tool to analyse the competitive
advantages of company and to meet the customers' needs. Porter's four generic strategies are as
follows:
Cost leadership
In this strategy company tries to gain market shares by targeting price sensitive customers
and setting lowest price for its products and services in the industry. There are two methods that
can be used by organization to become successful and meet its objectives one is company can

reduce its cost of product in comparison to competitors and another one is they can increase their
market share on large scale and set average price.
Differentiation
In this strategy organization is targeting customers with its unique featured products. The
features of the product must be unique with low chances of substitution so that organization can
achieve competitive advantage (Ali and Anwar, 2021). This enables the organization to increase
its market shares and maximize its profits. The organization using this strategy needs to invest a
large amount in research and development.
Cost focus
In this organization aims niche market with lower competition. The products in this
market is produced at the lowest possible price to target specific customer group who requires
product at lower price. The organization needs to understand and analyse all the market segments
effectively and choose correct niche market so that it can retain customers and also to ensure that
cost of production is low.
Differentiation focus
Organization using this strategy needs to select niche market and provide products with
unique features. This strategy involves customer loyalty so it is very important for organization
to make sure that products are unique with differential features and have no substitutes.
Morrison’s can introduce healthy sugar free drinks for its customers to attract health
conscious customers. The strategy to be used by the company is differentiation strategy to attract
customers with unique featured products. People are becoming health conscious, so they need
healthy food products and drinks (Islami, Mustafa and Topuzovska Latkovikj, 2020). There is a
wide range of scope for these drinks and to position itself in the market company needs to use
different promotional activities to make people aware of these drinks. Morrison’s are dealing
with different type of customers with different social status so it will not be possible for company
to use cost leadership strategy as it has to produce products from high price to low price.
Techniques used to enhance customer relationship to ensure customer repetition
An organization can achieve success if customers are satisfied and ensure customer
retention by building an effective relationship with them. Repetition of customers can increase
the business profit of organization. Customers can be retained only if their needs are satisfied and

there is excellent customer service. There are many techniques through which Morrisons can
enhance relationship with its customers.
Online business
Morrison’s needs to introduce e-commerce business option by which customers can shop
online with effective home delivery services (Dastane, 2020). Company needs to update its
website on regular basis so that customers can be aware of products company is dealing with
along with its price.
Introduce Artificial intelligence (AI)
AI is the best way to meet the customer request and quickly answer their queries related
to products and services. Morrison can use AI for answering simple queries of customers to
reduce customer frustration. There should also be human agents so that complex queries of
customers can be handled smoothly.
Implementation of customer feedback
It is important for organization to take feedback from the customers to ensure that the
products are meeting the needs of customers. This will give customers a feeling that their
opinions are valued and this will ensure their retention.
CONCLUSION
From the above report it can be concluded that marketing plays very important part in
increasing the sales of any business and it is very essential that right strategy is adopted by the
firm to assure the best outcomes in the future. Moreover, the report had described in detail about
the role of efficient marketing mix that helps in achievement of various organizational
objectives. Furthermore, the study had also identified people, process and Physical evidence as
part of elements of marketing mix when extended to the service industry and had explained these
elements in context of working of Morrison in daily operations. Also, significance of strategic
planning in achievement of certain goals along with role of organizations strategy had also been
explained in detail. Lastly, study had conducted the STP analysis and explored best service
excellence in Morrison while delivering the best quality products to large number of customers.

REFERENCES
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Strategies and its influence on the Competitive Advantage. International Journal of
Advanced Engineering, Management and Science. 7(6). pp.42-51.
Brorström, S., 2020. The strategy process as a result of learning, questioning, and performing in
a city organization. International Public Management Journal. 23(5). pp.611-630.
Camilleri, M. A., 2018. Market segmentation, targeting and positioning. In Travel marketing,
tourism economics and the airline product (pp. 69-83). Springer, Cham.
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Merkus, S., Willems, T. and Veenswijk, M., 2019. Strategy implementation as performative
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Online

Morrisons Marketing Strategy & Marketing Mix (4Ps). 2022. [Online]. Available
through:<https://www.mbaskool.com/marketing-mix/services/16798-morrisons.html>.