Marketing Analysis: Roles, Mix, and Outlook for Morrison Company

This report provides a comprehensive analysis of the marketing strategies employed by the Morrison Company, a retail company based in the United Kingdom. It begins by defining the key roles and responsibilities of the marketing function, including production, product, selling, marketing, and social marketing concepts. The report then examines the interrelationships between marketing duties and other functional units within the company, highlighting the importance of marketing research, product development, and communication. A significant portion of the report is dedicated to evaluating the marketing mix, comparing Morrison's approach to that of Aldi, and analyzing elements such as product, price, place, promotion, people, and process. The report also assesses the relationship between various departments within the organization, emphasizing the importance of coordination for achieving business goals. Finally, the report outlines a specific marketing outlook for the organization, incorporating various techniques and strategies to enhance brand value and customer satisfaction. This analysis underscores the significance of adapting marketing strategies to current trends and maintaining a customer-centric approach.

Introduction
The term marketing can be defined as the purpose which helps the company to promotes its
brand and also has a goal to reach a large number of customers. This paper examines the
importance of marketing and its significance in elevating a company's brand and product. The
following article discusses the Morrison Company, a retail company located in the United
Kingdom.
This attempts to establish the roles and duties of marketing to be practiced inside the company,
as well as to develop interrelationships with the functional units. Furthermore, this study seeks to
illustrate the marketing mix approach and compare it to other organizations in order to determine
their method.
Lastly, the report then finds out and develop a specific marketing outlook for the organization
with various techniques to be used with it.
Figure 1: Morrison
(Source: R.I.S. news, 2017)
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LO1
P1 Explain the key roles and responsibilities of the marketing function.
Marketing is one of the most important function that improves the productivity and growth of the
firm. This seeks to increase the client base, target a larger audience, and put up vigorous
competition in the market. The marketing idea includes several points, which are as follows:
Production Concept:
Taking this into consideration the Morrison has begun mass production of the product and
achieved equal distribution. With the notion of low-cost and high-quality, it hopes to win the
interest and confidence of its consumer.
Product Concept:
With the goal of creating distinctive products, Morrison company has begun to manufacture
various items such as beverages, books, apparel, publications, and food items.
Selling Concept:
The Morrison company has a huge concern related to the selling of their products and that’s why
they have formed a specific model to advertise their products in the market.
Marketing Concept:
The marketing concept helps every organization to make its products and services available for
everyone globally.
Social Marketing Concept:
The social marketing concept assists the organization to build a strong and long-term bond with
its customers in order to increase their satisfaction level.
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Figure 2: Marketing Concept
(Source: Rocheltenham Business School, 2017)
Present and Upcoming trends of Marketing
Marketing's trend has seen a distinct shift in recent years, and it was always seeing growing high.
The changes took place in the marketing strategies and the way they implemented those
strategies by various organizations. Morrison Company has also made many changes in their
marketing plan and took into consideration relationship marketing which helps in centering the
satisfaction of the customers.
The technical idea and usage of new technologies have been adopted so as to increase the sales
of the company. Furthermore, with the shift in entrepreneurship, it increased the firms' ability to
manufacture creative products, and as a result, Morrison began to design a unique product to bid
their sale. The most popular marketing approach going on nowadays is the posting of products
and services on social media platforms such as Facebook and Instagram.
Role and responsibilities of the marketing function
Marketing research and analysis is the key marketing technique that attempts to improve the
brand value. Morrison undertakes market research with the goal of increasing sales and
generating trend-setting products. It focuses on supporting the organization's functions and
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expanding the marketing function. For example, the marketing function is in charge of
distribution and share in the market.
Product development
It aspires to improve new goods using cutting-edge technology and to develop current products.
It also handles pricing and planning for the introduction of a new product in the market.
Communication is another important element in the marketing process since it tries to draw
customers' attention to them. As a result, Morrison uses this strategy as well as other forms of
marketing such as social media and e-mail marketing.
Marketing Process
According to the name, it intends to advertise through developing the company's vision and
objectives. Morrison, for example, is one of the major supermarket chains in the United
Kingdom, and they intend to expand their chain. Their aim is client pleasure, and they provide
their items at a reasonable cost yet with all of the amenities.
To better their condition, they perform PESTLE and SWOt analyses, which assist the business in
focusing on internal and external variables influencing their growth. This blueprint shows how to
establish effective segmentation and target their market position. Morrison intends to implement
various marketing and communication rules and collect feedback to determine the worth of their
product and brand.
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Figure 3: Marketing Process
(Source: Alamy, 2012)
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P2 Explaining on how duties and functions of the marketing are interrelated to the context of
company.
The term marketing is important as it increases the revenue and profit of a firm by building a link
between the dealer and the consumer. This is intended to assist Morrison in expanding its chain
and opening new locations in other nations. It also attempts to identify the most recent items and
to produce new products in order to enhance sales. Morrison may enhance the demand for their
goods and form the image of their brand by focusing on a suitable marketing strategy and a
proper execution plan. As it expands its client base, it builds trust among them, allowing the
organization to better meet the requirements of its customers. It seeks to determine the worth of
their goods and which consumers choose.
The Marketing department recognizes the importance of enhancing brand value and develops
initiatives to acquire awareness and respond to customer input. For example, each new product
introduction by the firm entails effective marketing and establishing the product's relevance in
the eyes of the public. They are also confronted with conflicts as a result of increased market
rivalry and demand for more innovative products that necessitate the acquisition of costly
resources. Marketing assists in staying ahead of the competition and gaining a larger market
share than competitors. Morrison engages in a variety of promotional efforts to attract clients.
The marketing department also assists and contributes to the other departments in the company.
It describes how to achieve the goals in an efficient and timely manner. The major goal of this is
to develop a strategic marketing plan and connect the units. Morrison's department examines the
manufacturing unit and decides the product that fits the current trend and aids in client
acquisition. The department allots a certain amount of time to each team, particularly the
manufacturing unit, in order to manufacture and develop goods at a faster rate and make them
available to consumers.
They also assure precise budgets with the aid of the finance department and sanction budgets so
that the job can be finished in the provided time frame and the company does not have to face the
loss.
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M1 Evaluating the duties and functions of marketing.
One of the important roles of promoting products is to assess the requirements of the consumers,
design strategies in response to those demands, and offer the product with adequate
communication to them. Morrison has hired a marketing manager to assist in the analysis of
marketing research and to build a study's effect.
It is the marketing department's job to monitor and manage the factors that impact their plan.
They make it certain that these elements are used in the greatest possible way and that they are
lifted for their benefit. They monitor different aspects such as political, economic, technological,
legal, socio- cultural and environmental issues with the assistance of a management and
marketing department.
With this in mind, the company performs market research that recognizes the function of
marketing in the Morrison and targets an audience with their feedbacks.The marketing
department's major goal is to deal with client satisfaction and demands. It also seeks to establish
a long-term relationship with the consumer and foster trust and loyalty.
Despite employing ancient technologies, the manager employs the most recent technology via
digital medium and concentrates on the most recent marketing trends. The manager also
determines market segmentation, which focuses on providing superior client service. This is
accomplished by extensive study and investigation. Morrison, once again, devises tactics to
compete with others and strives to improve their performance.
M2 Evaluate the important of relation between various departments of the organisation.
Interrelationships play an important part in accomplishing aims and objectives for increasing
corporate profit and productivity. All components and duties may be completed with appropriate
coordination, and the firm can survive in the market.
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For example, the marketing and finance departments collaborate to approve budgets and perform
market research. Furthermore, there must be a reaction between these two departments in order
for them to meet each other's demands.
LO2
P3 Comparison between marketing mix and marketing procedure of various companies.
The term marketing mix is the combination of various methods and tools that use approaches and
instruments to effectively promote their brand. It consists of the following elements: Product,
Process, and Physical evidence, People, Promotion, Pricing and Place. These are the 7Ps of
marketing, which are critical aspects that aid in the marketing mix strategy.
Figure 4: 7Ps of Marketing
(Source: smart insights, 2020)
Assessment of the elements of marketing mix of Morrison and Aldi organizations
Elements of Marketing Mix Morrison Aldi
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Product Morrison provides a broader
selection of items. It focuses on
various food products and so on.
To increase sales, the company
implemented a marketing plan
that included numerous discount
coupons and a unique shopping
card that allowed customers to
take advantage of various
promotions.
When compare Morrison to
Aldi, Alid offers a larger range
of products such as shopping,
food, beverages, and many
more. Along with this, it
offers items such as home
basics, which help the
organization's sales.
Price The business determined the cost
of its items based on their quality
and size. For instance, it has
established unusually high
pricing for several of its created
products, such as the P.S. and
other things that have sub-items
in them. They also established a
set pricing for well-known, in-
demand books.
Aldi employs competitive
pricing tactics for its many
market items. Design is
commonly utilized for items
like as household appliances,
groceries, and many more. It
also employs skimming
pricing for some of its items,
which are dependent on the
volume of product sales.
Place Morrison offers its goods
globally through a wide
distribution network and serves a
huge number of consumers. It
has been determined that its
products are available in a
variety of nations, allowing it to
reach clients in both urban and
rural regions.
Aldi derives the majority of its
revenue from European
countries, accounting about
90% of total sales. The
organization is well-developed
and operates stores in strategic
parts of Europe, with the goal
of increasing sales.
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Promotion Morrison engages in a variety of
promotional efforts, the majority
of which involve the use of
newspapers, posters, radios,
TVs, and internet marketing. In
order to attract more attention of
the people the company hires
famous personalities as their
brand ambassadors. By doing
this, it will help the company
attract large number of
customers.
.
Aldi is well-known for its
innovative marketing concepts
that emphasize the promotion
of specific items and brands.
Many of the grocery items of
their firms are in great
demand, so they invest more
in this and increase output.
People 'People' in Morrison's
responsibilities is referred to as
its consumers and workers.
Because the business is focused
on client happiness, they work
on consumer needs.
Furthermore, it intends to teach
personnel to work for the benefit
of the firm and to produce new
goods for the people.
Aldi wants to attract
customers of all ages and
groups. Furthermore, it gives
more extended perks to its
employees based on the
company's growing earnings.
The company in order to
motivate the employees and
encourage them to keep doing
their job effectively rewards
them with either incentives or
promotion.
Process Taking into concern the feedback
of the client is one of the critical
aspects that smoothens the
process, such as manufacturing,
Whereas Aldi places a greater
emphasis on doing marketing
research so that items may be
produced in accordance with
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distribution, and selling. It
allows Morrison to learn about
the value of their goods from
customers, and their input allows
them to improve their sales.
client expectations. It follows
a more basic distribution and
selling method for its
products.
Physical Evidence The products of Morrison are
highly renowned for their high
quality at a reasonable cost, and
they are gaining market
awareness.
Aldi uses taglines and product
motos to help them develop a
client base.
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M3 A detailed brief on how different techniques help business achieve its goals.
Marketing approach of the Morrison and Aldi enterprises is evident from the above table and
comparison. Both of the companies offer a diverse selection of items and used a variety of
strategies and policies to upgrade the sales and level of satisfaction of the customers. The
marketing and the communication mix examined by both organizations aids in gaining market
share and describes how to do it.
It also seeks to develop a client base and reach a larger audience by utilizing various marketing
strategy methods. Through these methods and other instruments, promotes a pleasant work
atmosphere inside the workplace and increases the organization's total sales and income. They
may successfully speed up their marketing strategies and improve client experience by utilizing
the internet.
LO3
P4, M4 Assessment of marketing plan.
The plan of marketing is something that helps firm to make efficient marketing strategies and
implement them with better performance. It is done for a set amount of time. It includes a quick
overview of the plan to implement and pay attention to it so as to raise the customer's sales and
revenue. It contains company’s marketing as well as a summary of marketing goals.
It seeks to emphasize the organization's current position and conducts various analyses such as
SWOT and PESTEL and focusing on internal and external issues at the same time. It recognizes
them and concentrates on improving them via the usage of marketing tactics that have been
established. It refers to the goals that must be met and focuses on the organization's history and
current performance (Chernev, 2015). The plan also contains the management and monitoring of
resources and methods.
Marketing Plan
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