Report on Marketing Strategies, Tactics, and NPD at Morrison

This report provides an overview of Morrison's marketing practices, focusing on operational marketing strategies and tactics employed to achieve organizational goals. It highlights Morrison's competitive strategies, including price reduction and service improvement, aimed at gaining market leadership and enhancing customer experience through initiatives like match-card services and customer complaint resolution. The report also explores Morrison's approach to new product development (NPD), detailing the stages from idea generation to commercialization, including an innovative concept of 'online stores in offline spaces.' The analysis emphasizes the importance of well-planned marketing strategies and tactics for achieving high perceived value and profitability.

Marketing Practice

Table of Contents
INTRODUCTION...........................................................................................................................1
Main body........................................................................................................................................1
Operational marketing of chosen company.................................................................................1
Strategies and tactics of company to achieve their goals............................................................1
New product development (NPD)...............................................................................................2
Conclusion.......................................................................................................................................3
References........................................................................................................................................4

INTRODUCTION
Marketing practices or marketing strategies are essential for company's profit because
these are those strategies which are made for the benefit of company and which help the
company to expand their business in near future (Kitamura and et. al., 2018). Companies are
required to analyse their business environment and then decide their strategies to handle their
environment. Morrison is a British multinational retailing company which is founded by William
Morrison in the year 1899. It is headquartered in Bradford, England, UK. The following file
covers operational marketing, strategies and tactics of Morrison and how they are helpful to
achieve organisational goal on time. The following file also cover NPD model.
Main body
Operational marketing of chosen company
Operational marketing are those actions of companies which help them to achieve their
organisational goal in a smooth way. Marketing objectives are those objectives which provide
clear direction to marketing team so that they will follow a right path to achieve their success and
Morrison has some essential marketing objectives like having lower prices of their products,
increase their promotional activities as much as possible to aware their customers and to make
their shops a pleasant place for providing better services to their customers which help them to
arrive at stores again.
Strategies and tactics of company to achieve their goals
Strategies are those set of goals which are made by company to achieve their main
organisational goal. Whereas tactics are those actions which are taken to achieve the strategies.
Some of the strategies and tactics of Morrison are explained below-
 To be more competitive- This is the first and the most important strategy for Morrison
which help them to become market leader (Pethybridge and et. al., 2018). Here, they
provide tough competition to those companies who fall under their industry by regular
improvement in their products and services. First of all, they analyse their present
competitors and their competitive strategies then Morrison prepare strategies to defend
from their competitors and step by step they become more popular then any other
retailing company in UK. Morrison set a particular time to become more better then their
few selected competitors. Mostly they set target of 1 year and to achieve this strategy
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they reduces the prices of their products as compared to their targeted competitors. They
also focus on their services and tries to provide those services which help customers to
get more satisfied from Morrison. They are having discounts and different offers like buy
one get one free and many others which further help them to achieve their objective.
They also make sure that they should not lack behind in managing their inventory so that
their customers will not dissatisfied with the condition of lack of inventory. By
performing all the above mentioned tactics, Morrison's customers are getting more
interested to buy products from them and they show their customer loyalty by purchasing
their products for longer period of time.
 To gain better customer experience- It is another objective of Morrison to gain the
trust of their customers because customers are kings of today's market (Vlachokyriakos
and et. al., 2018). To achieve this objective they set a time for 6 months and check their
performance after every six months that how much they gain customer loyalty and all
positive feedbacks from their customers. To achieve this strategy they mainly focus on
their services. They have match-card service which help their customers to identify and
compare the quality and quantity of their products with other supermarket products. They
also makes sure that they will resolve the client's complaints as soon as possible. They
also provide additional discounts to their loyal customers and makes sure that customers
will not face any difficulty to find any section of their shop. For this they have workers
who help their customers to assist them that which product is kept at which corner of the
store. Morrison makes sure that they will have enough inventory that their stores will not
seems like lack of products. Hence, this is also an attractive factor for their customers that
they will find any products at Morrison's store. Due to such tactics which is mentioned
above their customers loves to buy products with them only and this will help to increase
their customers buying behaviour which is beneficial for company (Plowman and Wilson,
2018). This is how Morrison achieve their objective of gaining better customer
experience.
New product development (NPD)
NPD is the process of bringing new and innovative product in the market. There are five
stages of NPD which are given below-
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 Idea generation- This is the first step where idea get generated for producing and
launching a new product (Mulderrig, 2018). Here, all required ideas get generated that
what will be the new and innovative feature of the product and how it will be benefited
for the company's growth. “Online stores in offline spaces” are one of the most
innovative idea generated by Morrison that they think to provide those stores also which
have virtual reality effects of products which shows the products of customer's last
purchasing list. Then they order the products and products will delivered at their home.
 Screening- This stage involves the screening of generated idea that how much cost is
required and what all essential elements are required. In context of Morrison, they will
select places for these stores, set budget per shop and also add required staff to handle
these stores.
 Concept development- Here, company analyse the marketing conditions and their
organisational internal conditions that whether the idea they generated and screened
could be successful or not (Harper and et. al., 2021). Morrison will perform SWOT
analysis to determine whether their idea will performed smoothly or not.
 Product development- Here, if all the above three stages provide positive feedback then
product or services get started to manufacture. In context to Morrison, they started to
design their stores and order the required technology.
 Commercialization- Here, company need to aware the customers about new product so
they advertise it and have a wonderful launching through organising an event so that their
customers will perceive the high value of product. In context to Morrison, they
announces that they are working on this project and they will launch it at the end of 2022.
Conclusion
It is concluded that marketing strategies are made to achieve organisational goal step by
step and tactics are those essential actions which are required to achieve strategies. Hence,
planning for strategies are essential and it must be planned appropriately because company's
performance are depend on company's strategies and tactics. NPD is the method of introducing
new product in market which has few stages. It is also a good marketing objective to achieve
high perceived value from customers and high profit.
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References
Books and journals
Harper, B. and et. al., 2021. Evolving Clinical Data Strategies and Tactics in Response to Digital
Transformation. Therapeutic Innovation & Regulatory Science. 55(2). pp.272-281.
Kitamura, K. and et. al., 2018. Total synthesis of aryl C-glycoside natural products: strategies
and tactics. Chemical reviews. 118(4). pp.1495-1598.
Mulderrig, J., 2018. Multimodal strategies of emotional governance: A critical analysis of
‘nudge’tactics in health policy. Critical Discourse Studies. 15(1). pp.39-67.
Pethybridge, S.J. and et. al., 2018. Challenges and prospects for building resilient disease
management strategies and tactics for the New York table beet
industry. Agronomy. 8(7). p.112.
Plowman, K.D. and Wilson, C., 2018. Strategy and tactics in strategic communication:
Examining their intersection with social media use. International Journal of Strategic
Communication. 12(2). pp.125-144.
Vlachokyriakos, V. and et. al., 2018, April. Infrastructuring the solidarity economy: Unpacking
strategies and tactics in designing social innovation. In Proceedings of the 2018 CHI
Conference on Human Factors in Computing Systems (pp. 1-12).
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