Morrison Supermarket Marketing Consultancy

This marketing consultancy report analyzes Morrison Supermarket, a major UK chain, focusing on its challenges and solutions. The report identifies a lack of customer awareness as a key problem. To address this, it proposes a promotional campaign utilizing social media and local newspapers, along ...Read More

MARKETING CONSULTANCY

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................1
Mission, vision and goals of company........................................................................................1
Client problem.............................................................................................................................1
Measure to resolve the problem..................................................................................................1
Implications of the problem........................................................................................................2
Situation analysis of the market..................................................................................................2
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Marketing consultancy can be defined as a service under which highly skilled and
efficient professional or personnel provides guidance in relation to the improvement of business.
In this, marketing consultant understands the market condition, assesses the factors which closely
affect the customer decision making and frames suitable strategies (Dibben and Hogg, 2015).
Through this, organization is able to improve their product or services and thereby, build and
sustain competitive advantage in the dynamic business environment. The present report is based
upon Morrison which is the largest chain of supermarket in UK.
Mission, vision and goals of the company
It deals or provides number of products or services to its customers. It is the fourth largest
supermarket of UK and listed on recognized stock exchange. Mission of Morrison is to provide
innovative and cost effective services to the children and youth. On the other hand, vision
statement of Morrison includes providing integrated and non-discriminatory services to youth
and children. Maximization of sales as well as profit by satisfying the needs and wants of
customers is one of the main objectives of Morrison (Zenker and Jacobsen, 2015). In order to
achieve this objective, organization makes focus upon the optimum utilization of resources.
Client problem
One of the major problems which client of Morrison faces is the lack of awareness about
the product or services among customers. After making analysis, it has been identified that
customers are not aware about the products or services which are introduced by Morrison to the
public at large.
Measure to resolve the problem
In order to resolve this issue, organization needs to undertake the promotional campaign
and strategies which would build awareness among customers. Morrison is required to place
advertisement on social networking sites and local newspaper. In the present era, people spends a
lot of time on social networking sites so it is the best way through which company can develop
awareness among the large group of customers. Along with this, Morrison can also provide
information about the latest product or services to their existing and potential customers through
e-mail. By sponsoring event, company can also develop understanding among the customers
about innovative product or services which company sells to its customers.
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Implications of the problem
It is vital for the firm to respond towards this problem. If organization ignores these
aspects then it closely hampers the brand image and market share of company. In addition to this,
it also makes negative impact upon the sales and profitability aspects of corporation. For
example, if customers have no knowledge regarding the product or services then sales and
profitability aspects of company affected badly. Moreover, customers purchase only that kind of
product to which they are more familiar. Thus, in order to cope up with the competitive business
arena, Morrison needs to take strategic action to overcome this problem.
Situation analysis of the market
In order to understand the market conditions, Morrison undertakes the analysis of micro
and macro environmental factors. It provides deeper insight to company about the situations of
market so that they can make appropriate decisions to achieve success in the dynamic business
environment.
Micro and macro environmental analysis
Micro factors: It consists of those factors which make direct impact upon the business
operations and functions of an organization. These factors closely affect the strategies, policies
and success of the firm. Customers: They are the king of market so needs, wants and preferences of them closely
impact the marketing plan of an organization. Competitors: Firm that produces similar or substitute products or services affects the
marketing decisions of company. Before making any decision, Morrison needs to assess
the strategies and policies of competitors (Micro Environment of Business, 2015). Suppliers: Behavior of suppliers also affects the quality and availability of products and
services.
 Employees: Skills, abilities and efficiency level of employees closely impact the level of
customer satisfaction (Sturdy, Wright and Wylie, 2015).
Macro factors: It entails the following factors upon which organization has no control
and which affects the operations and functions of business badly. They are like:
Political factors: Political stability, conditions and taxation policy have direct impact
upon the policies and strategies framed by company.
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Economical factors: It consists of age, income, living standard, perception, tastes and
preferences of country to which organization wants to provide services.
Social factors: Social status and cultural aspects closely affect the demand of products
and services which company serves them.
Technological factors: Technological advances and changes impact the cost and quality
of products or services.
Legal factors: Laws and legislation differs from country to country and closely affects
the business operations and functions.
Environmental factors: Weather, climate, tourism and other environmental factors affect
the offering of an organization (Jensen and Bagnall, 2015).
SWOT analysis of Morrison
Morrison conducts SWOT analysis to assess its strengths, weaknesses, opportunities and
threats. It enables the organization to make suitable decisions, policies and strategies which
makes contribution in the achievement of organizational goals and objectives.
Strengths
 Providing quality and cost effective
services to the customers.
 Effective supply chain management
and strong infrastructural facilities.
 Proper maintenance of health and
safety aspects.
Weaknesses
 Online store or infrastructure is not
developed to a large extent.
 After sales services is not fully
developed in Morrison. Thus,
organization needs to make investment
in training and development of
employees.
Opportunities
 International growth and expansion of
product and services.
 Growing market for the organic product
or services.
Threats
 Threats to major competitors such as
Tesco, ASDA, Sainsbury etc.
 Price war in the industry (Menelec and
Jones, 2015).
By conducting SWOT analysis, Morrison is able to convert its weaknesses into strengths
and takes benefit from it. Along with this, by identifying and grabbing the opportunities,
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organization can maximize sales and gross margin of the firm. Morrison can overcome the
threats by taking into consideration its strengths and thereby, can build distinct image in the mind
of target market.
CONCLUSION
As per the above report, it can be concluded that lack of awareness is the major problem
which clients of Morrison faced. Besides this, it has been concluded that Morrison undertakes
promotional campaigns to develop awareness among the customers.
REFERENCES
Books and Journals
Dibben, M. and Hogg, G., 2015. The Role of Interpersonal Trust in the Client-Consultancy
Relationship: An Exploratory Analysis. In Proceedings of the 1998 Academy of
Marketing Science (AMS) Annual Conference. Springer International Publishing.
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Jensen, K. S. H. and Bagnall, D., 2015. Student Teaching and Learning Consultants: developing
conversations about teaching and learning. The Journal of Educational Innovation,
Partnership and Change. 1(1).
Menelec, V. and Jones, B., 2015. Networks and marketing in small professional service
businesses. Journal of Research in Marketing and Entrepreneurship. 17(2).
Sturdy, A., Wright, C. and Wylie, N., 2015. Management as Consultancy: Neo-bureaucracy and
the Consultant Manager. Cambridge University Press.
Zenker, S. and Jacobsen, B. P., 2015. Mikael Andéhn earned his Ph. D. from Stockholm
University and is currently employed as a lecturer at the Stockholm Business School. He
has a background in psychology and sociology with a research interests that span
consumer behavior, place marketing, and brands. Inter-Regional Place Branding. pp.
175.
Online
Micro Environment of Business. 2015. [Online]. Available through:
<http://www.yourarticlelibrary.com/business/micro-environment-of-business-6-factors-
of-micro-environment-of-business/23370/>. [Accessed on 26th October 2015].
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