Marketing Essentials: A Comparative Analysis of Morrison's and ASDA

This report provides a comprehensive analysis of the marketing strategies employed by Morrison's and ASDA, two major players in the UK retail market. The report begins with a comparison of their marketing mix elements, evaluating aspects like product range, pricing strategies, distribution channels, promotional activities, and customer service approaches. It then delves into Morrison's marketing plan, including a SMART analysis to define goals, and a detailed STP (Segmentation, Targeting, and Positioning) analysis. The report further examines both companies through SWOT (Strengths, Weaknesses, Opportunities, and Threats) and PESTLE (Political, Economic, Social, Technological, Legal, and Environmental) analyses, providing insights into their internal capabilities and external environmental factors. Finally, the report concludes with an evaluation of the 7Ps of marketing (Product, Price, Place, Promotion, People, Process, Physical Evidence) for both companies, offering a comparative overview and drawing conclusions on their respective marketing approaches and their effectiveness in the competitive retail landscape.

MARKETING
ESSENTIALS

Table of Contents
MAIN BODY...................................................................................................................................3
PART 2............................................................................................................................................3
LO1 Comparison of Marketing Mix elements of marrisom;s market......................................3
LO2. Marketing plan of Morrison...................................................................................................5
Smart analysis : STP Analysis –......................................................................................................5
STP analysis.....................................................................................................................................5
SWOT Analysis -.............................................................................................................................5
Pestle ...............................................................................................................................................6
7PS Of Marketing -.........................................................................................................................6
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

MAIN BODY
PART 2
LO1 Comparison of Marketing Mix elements of marrisom;s market
Marketing mix is combination of strategies which is used to promote the products and
services to achieve the predefined goal as well as create the goodwill in the market.
M-mix Morrison’s
supermarket
Asda supermarkets Comments
Product Marrison’s has wide range
of fresh food product for all
customers.
Asda also has many
products for all needs
and requirements
Both of the retails
provding range of
product to attract
customers
Price Marrison has low prices
compare to the others. But
they highly focused about
the quality of the product.
Asda has low to high
prices as per different
customer range
They both have wide
price range of products
for all targeted people.
place Its available on all the social
sites, website to reach its
relevant customers.
Asda also provide web
portals to attract the
customers
Marrison needs to
adopt the changes like
asda
Promotion They invest large amount of
their income to
advertisement and
promotion of the product.
Asda promote their
product and service
through various
business channels,
portals,
Marrison has to
increase their
promotion activities to
reach more customers.
People They target all age group
people who want fresh foods
items. Also they have
variety of foods for kids.
Asda targeted all
individual, as they
have larges no of
product. And to
Both follow customer
satisfaction policy in
the organization.

Apart from that they
motivate the workers or
employees through various
appreciation rewards
maintain the range
they have to hire
larges no of people in
the organization. So
they train and provide
proper guidance to the
people.
process As Morrison is a retailer
follows the proper procedure
to provide products to the
customers (Widodo, and
et.al, 2018).
Asda adopt the long
procedure to avail the
products
Compare to marrison
asda has more no of
process
Physical
evidence
They provide all the
products details on their
portals as well as on offline
Asda provide list of
the product with all
specification on their
portal.
Both the company are
providing proper
details for all the
products.
LO2. Marketing plan of Morrison
1. Executive summary- Morrison’s is one of the largest retailer of the Uk. These report
help to understand various strategies and helps to apply these strategy to achieve the long
and short term goals of the organisation (Koshesh, Jafari, 2019).
Smart analysis : Before creating the plan for business every company first defines their goals.
Without the goals and objectives people can not work. Smart analysis helps to understand the
goals more specifically and what are the strategies company can take to achieve their goals.-
Smart analysis include 4 variables
Specific- Morrison’s is the fourth largest supermarket in UK. As there are so many competitors
are available so company need to create strategies for real time problems.
Measurable- it's their objective to increase the overall sales of by 12% in upcoming quarter.

Attainable- to achieve the given target Morrison largely focusing on their advertising and
promotion of the brand.
Time-bound- To achieve the specific goal time boundation is very important. Morrison decided
to achieve this much of sales within one quarter.
STP Analysis –
STP analysis determine the segment, target and positioning of the company.
Segmentation - Morrison focuses on a large range of product for all type of people with
different age, gender, occupation, climate age or gender.
Target markets - As Morrison's is a retailer refers to differentiate the target approach to targeted
customers based on the different segment of a product.
Positioning- positioning of the product based on the price, quality and variety of products.
Morrison’s is mainly based UK and now wants to open new branches in other countries too.
Morrison’s had low prices orientation for the customers to achieve the desired result.
SWOT Analysis -
These report help to understand the strength, weakness, opportunities and threats.
Strength - Morrison’s has largest food making abilities with strong distribution and supply
network. Moreover they focused on customer satisfaction. Morrison’s has large product portfolio
and customization.
Weakness - Morrison’s has a limited geographic presence.
And due to so many competitors are available in the market customer loyalty is less. And they
have poor customer response department.
Opportunities - organizing the global presence and wants to become the largest grocery store
retailer in the UK. They are highly investing in online discount channels to provide fastest
service.
Threats- To avoid the uncertainty in the organisation and need to change rules and regulations.
Minimize the technical issues and avoid risk.

Pestle -The pestle analysis define political, economical, social, technological, legal and
environmental aspect of marketing.
Political- Due to the changes in Britain government rules and regulation affecting the supply of
the goods. Which cause the increase the rates of the products. Changes in the irregular
government legislation impacting the food retailers
Economical- due to political change in the affect the currencies and due to these oil prices are
increased and affecting the normal peoples budgets.
Social- Rapidly increasing the population increases the business opportunities. It also increases
the growing education and health of the consumers in UK (Haleem, Jehangir, 2017).
Technological- technology helps to reduce the waste and cost of the product in very efficient
manner. Technology also provides the digital data to identifying the new trends for better
satisfaction.
4PS Of Marketing -
Product- Morrison’s has large number of products for all age groups and people. Also has
largest food retailer in the UK.
Price- Morrison is has various products and prices for all kind off customers and they work on
low price approach.
Place - they have many branches in across UK and planning to open new branches in other
countries. Also they are available on all social media, website and application to serve more.
Promotion- Morrison has largest distribution and supply network. It help to increase no the
delivery of the product on time and also promote their business through using all the online
portals social sides and offline. They highly invest in the advertising.
Marketing evaluation - This process help the organisation to collect the data through various
process and implementing the same in the current organisation.
CONCLUSION
This report concludes that the marketing strategies followed Morrison's and
Asda and shows the strength and weakness of the company. This also shows the
affects of external environmental factor which changes with the change in

environment and affects the working of the both company (Brunvall, and et.al.,
2016). Marketing mix of the both company and comparing it, also with STP
analysis and Swot PESTLE analysis of both the company with the marketing plans
followed by Morrison's and ASDA.

REFERENCES
Books and journals
Brunvall, K.L.J., and et.al., 2016. Kiwi minipris: Export Marketing Consultancy
Project (Bachelor's thesis).
Haleem, F. and Jehangir, M., 2017. Strategic Management Practices by Morrison PLC, UK.
Analysis, Lessons and Implications. Middle East Journal of Business, 55(4182), pp.1-7.
Koshesh, O.S. and Jafari, H.R., 2019. The Environmental Strategic Analysis of Oil & Gas
Industries in the Kurdistan Region Using PESTLE, SWOT and
FDEMATEL. Pollution, 5(3), pp.537-554.
Widodo, A.K., and et.al., Formulating a Strategic Management of Social E-Commerce through a
Combination of SWOT and PESTLE Analysis: Case Study.
Online