Morrison's Strategic Marketing: Market Audit, Objectives, and Analysis

This presentation provides a comprehensive market audit of Morrison, examining market size, trend data, competitor analysis, and micro and macro-economic forces affecting the company. It includes a stakeholder analysis and outlines key strategic marketing objectives for the company's marketing plan, such as increasing product quality, introducing new products, increasing sales, and enhancing brand quality. The presentation concludes by emphasizing the importance of understanding market dynamics and setting strategic goals to drive Morrison's success, with references to relevant books and journals. Desklib provides students with access to similar solved assignments and past papers.

PRESENTATION

TABLE OF CONTENT
 Introduction
 Market audit
 Strategic objectives
 Conclusion
 References

INTRODUCTION
 Market audit means to check and analyse the environment of the market.
 This will help the Morrison company to know about the changes and
innovations in the market.
 This presentation will evaluate the market audit on the basis of size of the
market, trend data, analysing with competitors, micro and macro forces
affecting the company, feedback of customers and stakeholder analysis of
the cited company.
 Further it will also outline the key strategic marketing objectives for the
marketing plan for the company

MARKET SIZE AND TREND DATA
 Market size tells investors the amount they should invest in the market. If the investor
is completely new in the market is difficult for them to analyze the market size.
 Key trends are as follows-
 Use of digitalization
 Use of effective supply chain
 Artificial intelligence

COMPETITORS ANALYSIS
Basis Morrison Sainsbury
Product The company deals in various products
like food, drinks, books, petrol,
clothing, CD, DVD and many others.
The product variety of Sainsbury
involves various products like ready-
to- eat meals, organic product, low fat-
content product, home collection
range, kitchen products and many
others
Price The company undertakes the use of
penetration pricing strategy
On the other side, Sainsbury uses the
competitive prices to charge to
consumers.
Promotion The company relies on all the latest
social media and other digital
platforms.
The company undertake the
combination of both digital and
traditional methods of promoting the

MICRO AND MACRO ECONOMIC FORCES
AFFECTING THE MORRISON COMPANY

CUSTOMER ANALYSIS
Element Description
Segmentation The segment used by Morrison is based on demographic and
geographical segments. The reason underlying the selection of
this segment is that it provides a wide range of consumers.
Targeting With respect to the target Morrison focuses on young mass of
the country based on the age and the demographic segment. In
addition to this on basis of geographic segment the company is
focusing more on urban areas.
Positioning For the positioning of product in the minds of consumer
Morrison focuses only on the key quality of the product of the
service to stop this is necessary because in case the quality will
be good and effective than it will attract the consumers.

STAKEHOLDER ANALYSIS
 Analysing the need of stakeholder is very essential for the success of company and its
operations this is necessary because when stakeholders despite then working and
operation of company will be good and effective.
 The key stakeholder analysis of Morrison is as follows-
 Keep satisfied
 Manage closely
 Keep informed
 Monitor

KEY STRATEGIC MARKETING OBJECTIVES
FOR THE MARKETING PLAN
 To increase the quality of its products by year 2022 as this will help to increase the
20% profit of the cited company.
 To bring new products in coming year the cited company should have 50% of new
customers who must want that products as this will increase the sales.
 To increase the sales by 40% till January 2022 the company must focus on the
needs of the customers.
 To increase the brand quality by 10% the company must introduce new and
branded products for their customers.

CONCLUSION
 This report evaluates the market audit of Morrison company on the factors like size and
trend of the market, competitors analysis that how competitors affects the company,.
 some micro factors like customers, competitors, public etc. and some macro forces like
technological factors, natural factors etc.

REFERENCES
Books and journals
Ananthi, M. and Vijayakumar, K., 2021. Stock market analysis using candlestick
regression and market trend prediction (CKRM). Journal of Ambient Intelligence and
Humanized Computing. 12(5). pp.4819-4826.
Krylov, S., 2019. Strategic customer analysis based on balanced
scorecard. Ekonomicko-manazerske spektrum. 13(1). pp.12-25.
Pagani, M. and Pardo, C., 2017. The impact of digital technology on relationships in
a business network. Industrial Marketing Management. 67. pp.185-192.