International Marketing Report: Morrison's Case Study Analysis

This report analyzes the international marketing strategies of Morrison's, a major UK supermarket chain. It examines the trends in the retail environment, including the impact of online ordering, takeaway services, and discounters. The report delves into the market structure, focusing on oligopoly dynamics, geographic spread, customer segmentation, and competitive positioning of key players. It summarizes Morrison's product and market focus, highlighting reasons for its domestic and international success, including its value-led approach and diverse product portfolio. The report then identifies Morrison's competitive advantages, such as its focus on fresh products, well-developed supply chain, and highly trained personnel. Finally, it discusses the strategic marketing challenges Morrison's faces in improving its international competitive position and provides recommendations for building sustainable competitive advantage in the future, emphasizing the importance of implementation actions.

Assessment 2 International
Marketing

Table of Contents
Contents
INTRODUCTION...........................................................................................................................3
Section 1...........................................................................................................................................3
Trends in the environment and market for the sector.............................................................3
The market structure for the sector ........................................................................................4
Section 2...........................................................................................................................................5
Summary of product and market focus, including reasons for the company’s domestic,
regional and international success to date..............................................................................5
Basis of current competitive advantage..................................................................................6
The strategic marketing challenges it is likely to face as it aims to improve its international
competitive position...............................................................................................................7
Section 3...........................................................................................................................................8
Recommendations on how to build sustainable competitive advantage in the future............8
Implementation actions that will be critical in building competitive advantage....................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
International Marketing is a referred to the performance of business that is used to design
price, place, promotion, sustained flow of goods and services within an organisation. It is
perceived within the business as per concern of customer satisfaction and its attentiveness
(Cateora and et. al., 2020). The marketing is process that is used to reconcile the working
operation and function at global level so that company not only get platform but also offer
suitable opportunity for growth and development on repetitive manner.
The report below is based on Morrison’s as it is an international supermarket retailer with
having largest chain in UK and having a headquartered in Bradford, West Yorkshire, England.
Morrison’s was established in 1899 by William Morrison and now having its store in 494
number of location with 110000 number of employees and deal with diverse range of products
and services such as books, magazines, Food and drink, clothing, CDs and DVDs. The company
expands its working and operation in Thailand and for that get support of both online platform
and wholesale business as well.
The report below comprises of trends in environment and market structure, summary of
market focus and product along with recommendation to enhance sustainable competitive
advantage.
Section 1
Trends in the environment and market for the sector
The retailing market measure certain bump and the trends within retailing induce long
term impact over its sustainability. The usage of intelligence brings significant changes over the
implication of potential changes so that moderate lead is maintained within Morrison’s under
which both offline and online ordering is processed with easiness (Gomes, Sousa and Vendrell-
Herrero, 2019). The food service and its delivery of Morrison's are expected to induce long term
growth and development as it is the most likely concept of many of customers. In concern of
today's condition due to pandemic, the industry services get fuel and measure a sustained growth
over its delivery under which consumer seek and its attentiveness get controlled in limited basis.
The growth and development of supermarket stores advanced with the time as its takes a suitable
increment within trading and its respective performance.
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The supermarket will target takeaway: The leading retailing industries used to offer a
long term ordering and as the time passes it also become even wider. The customer always
attracted towards the store where a diverse range of products and services get collect within
affordable prices along with that if there is a home delivery than it become even more adjustable
and it is the only reason behind the market growth and advanced market share of the companies.
The consumer always seek to enhance the takeaway as in this both short and long term run is
completed with reluctant. For instance, the hygiene concern is also being partnered in Morrison's
chain so that working aggregators better delivery and effective services to its wider extension. It
enlarges the offering and its spectrum so that working requirement and its potential encompass to
reconfigure the excess and utilised form of space.
Discounters will benefit from recessionary impact: It is also being known as the seismic
event within this retailing industry get rise in its discounters that induce significant advancement
over physical expansion. In assist the Morrison's to maintain unrealistic expectation and growth
that forecast sustained implication with this customer felt easiness through operation sites of an
organisation (Leonidou and Hultman, 2019). It enhances the customer satisfaction and also
advances the employment rate as discount and distribution channel offer suitable range of benefit
to all.
The market structure for the sector
The market structure of retailing industry is basically used to predetermine the oligopoly
form in this interdependency and dominate form of service flow is deprived in clear manner. The
interdependence is related to the way that profound the firm and affects the output and price as it
clearly tends to remain rigid and staggered towards the economy of scale.
Oligopoly market is basically define as the perfect dominance and competitive schedule
in this the other firm is not able to get entered as Sainsbury, Morrisons, Tesco and Asda having a
share of 75% of market share that consequently influence the consumer to reduces the price,
quality service excellence and unprincipled collusion with this competition rate get shortage.
Geographic spread of products: The product and services must get processes as per the
likeliness of the market and that is dependent over geographic basis (Kowalik and Danik, 2019).
It provide clear opportunity to the business with this management worked to acknowledge
individual age, likelihood, living standards, income level and many other factors as well. Thus
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Morrisons has processed its operational spreading by making clear knowledge about the
marketplace and its acceptance.
Customer segmentation: The segmentation of customer is completely dependent over
viability of service so that flow of product and service is processed as per accordance to the
income and living style of marketplace (Paul and Mas, 2020). The segmented data assist to
business to make sustained target and to grab attentiveness of working standards with this
probability to make perfect changes in supply chain and profit credibility get advances. The
different basis of segmentation is based on the (price) value and rate for money, (location)
expediency, (quality) originality, and service (opportune availability of food items and other
services).
Competitive positioning of key global players: The retailing industry having sustained
growth as they have deal with multiple range of product and service with this possibility to grab
higher market attention is processed in systematic manner. For instance, Morrison’s is one of the
largest supermarket and its management make supportive usage of promotional pricing, premium
pricing and a product bundle pricing in this market attachment and attraction of customer is
enhanced systematically. Furthermore there are many competitors as well such as Tesco, ASDA
and many others and they have also performed different operation to attain long term success. In
this to attained competitive positioning Tesco assist its customers about to advance its saving as
with this need and want get fulfilled with appropriate goods and services at affordable prices.
Section 2
Summary of product and market focus, including reasons for the company’s domestic, regional
and international success to date
Morrison’s uses favoured marketing strategy so as to innovate its product and service,
customer experience and marketing investments that assists the organisation to attain substantial
growth and development over regular period of instance. The company maintain market focus so
that ability to achieve business objective, target and goal is widely induced to elaborate
advertising, distribution and pricing strategies.
The Morrison’s is basically a value-led grocer maintain clear focus to provide the
effectual delivery of fresh food that is of better quality. The organisation also get run its business
under various other brands such as M Kitchen, Just for Kids, Morrison’s Cellar, NuMe,and M
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Signature (Samiee and Chirapanda, 2019). In addition, Morrison's also offered numerous
services such as clothing, food and drink, magazine, petrol, books, CD, DVDs and many others
as well.
It assists the business to prepare and deliver fresh food with this own manufacturing and
its production get facilitate the performance and productivity of brand. The brands assist the
marketplace and also able to grab suitable attention that also comprises of features appearance,
quality and packaging of the food products. For this management always assure to serve fresh
and quality based products to its shops and factories that provide clear preview about the product
policy that is used by company to advance profitable sale and profit on repetitive period.
The domestic success of Morrison’s is dependent on the diverse range of portfolio that is
used by the company to address and fulfil all the basic need and demand of customer with
attentiveness (Vrontis and et. al., 2020). In addition the quality and quality standards also get
matched to make respective preference successfully so that probability to achieve sustainable
benefit is perceived with perfection.
The regional success is related to the brand believe and share that is only get enhance as
per connection of customers for longer period of instance. For this company and its management
assure to delivery higher values under which growth and its achievement is processed in
progressive manner.
The international presence of the Morrison’s is deprived with the competitive advantage
that is used and assist the business in order to help its customer as by fulfilling basic need and
demand on repetitive basis. It also aid to make continuous range of benefit with this product and
service specification that is different and attentiveness as per in regard of its competitor. The
regular supply of the service assists the business to capture larger market share with having
adequate specialisation in quality maintenance.
Basis of current competitive advantage
Morrison PLC is the largest food and drinks retail stores and offer a variety of food and
merchandise as fresh vegetables and packed of fish and meat. The company measure long term
success and revenue generation as they provide convenient services as per in compete of its
competitors as Tesco, Asda and Sainsbury (Kotabe and Helsen, 2020). The major purpose of the
business is used to process relevant strategies with an effort under which customer service and
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origination of competitive advantage is developed systematically. There are various source of
competitive advantage and that is as briefly explained below as:
Focus on Provision of Fresh Products and commitment to Environmental
Sustainability: Morrison and its management is being dedicated towards the provision of fresh
foods and for that favoured actions and taken so that offered service get differentiate with respect
of its competitor. The dedication of firm assist the management to advance quality products and
service surveillance to sourced with clear awareness. The précised form of fresh and quality
product turns to commit so as to as maintain environmental sustainability in progressive manner.
Well-developed Supply Chain: Morrison's is a food manufacturer and provide constant
supply of offered products and service that profound effectual customer delivery in this strong
network is developed and processed higher market share with perfection (Paul, 2019). The
supply chain of Morrison's is supported with vertical integrated supply with this they have
communicate with the marketplace in systematic manner. It is a key driving factor that
underlying with support of sales performance so that stable and sustained competitive advantage
is processed with regularity.
Highly Trained Personnel: The highly skilled workforce is the backbone of an
organisation and with this dedicated form of outcome is perceived in regular manner. The
company emphasise the skilful and talented workforce so that delivery service enhance in
successful manner. For instance, Morrison’s maintain clear focus about to butchers, grocer,
baker, fishmongers so that varied range of carrier development opportunity is developed and its
ranges to logistics towards finance and marketing.
It collectively induces positive influence over customer service and its delivery as it
enhance the rate of connectedness and responsiveness with this management always assure to
make continuous basis supply of offered products and services.
The strategic marketing challenges it is likely to face as it aims to improve its international
competitive position
Strategic marketing assist the business to imply favoured amount of changes so that
probability to perceive long term goals and development is achieved in repetitive basis (Faryabi
and et. al., 2019). In this Morrison's uses both marketing as well as promotional policies as in
regard of the enhancing selling of existing products and services as it also assure to make
flawless performance and operations in relevant manner. There are different strategic marketing
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challenge faced by Morrison and it required to resolve so that ability to improvise the
international competitive position and that is as explained below as:
Knowledge management: It is a fundamental basis that is used to access overall
availability of required resource in optimised manner. It is a process with this Morrison's
basically worked to gather, organise, analyse and share adequate knowledge as with support of
easy access of employees. It also consist of perfect usage of technical resource in this frequently
asked questions of customers get answered with clarity and in precise manner.
Customer relationship management: It is a process that is used to attract, keep and grow
list of potential customers so that profitable range of changes implement with this rate of
profitability is increases in timely constrained (Li, Liu and Bustinza, 2019). It is an aspect that is
in relative to the beneficial prospect with this international marketplace with this availability of
resource and its competency get controlled in favourable manner. In this Morrison's interact with
the potential customers so as to streamline the working process, improvise profitability with this
working tendency and its efficiency both get advanced in organised manner.
Section 3
Recommendations on how to build sustainable competitive advantage in the future
The sustainability is an effectual reflection of the work that is comprised in terms of
beneficial impact through which possible range of benefit is attained by an organisation so that
proficient amount of changes are attained on regular basis. The competitive advantage and its
acceptance is dependent over development of brand loyalty, hiring of skilled and talented
workforce, continuous based innovation and improvisation and provision of intellectual property.
The effort induced by business directly related to the quality of offered goods and service so that
ability to attract and retain more of customers is developed on conceptual basis. There are few
recommendation on building of sustainable competitive advantage in future are as follows as:
 The Morrison's must have segment its marketplace with this offered product and service
induced profitable control towards its targeted customer place so that preferred advantage
is attained from niche market. The company maintain sustained focus to become more
competitive and for this must have analyse overall strategies that is implemented by its
competitor and furthermore applied the same accordingly.
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 Morrison's must have make effectual understanding and analysis of customers with this
effective value proposition is designed that is used to grab market attention on clear basis
(Gomes, Sousa and Vendrell-Herrero, 2020). The business only get worked to attain
profit and higher sales with this capability to achieve sustained outcome is resultant of
suitable impact as it is induced by management to grab market attentiveness.
 The Morrison's must have worked to emphasis and strengthen the core competency with
this innovation change is implement with regularity so that higher value is processed so
that working value and its provision get enhanced systematically. The Morrison's must
have processed and deliver consistent service to its potential customer base with this
possibility to perceived effectual decision making and adequate direction is measured
with prominence.
Implementation actions that will be critical in building competitive advantage
There are few objectives that is in respect of building competitive advantage by
Morrison's and as explained below as:
 To measure market competitiveness with this ability to attain long term success is
perceive with easiness.
 To identify the need of local market so that speedy growth is achieved within timely
constrained.
 To analyse the value proposition as per compared to its competitors with this possibility
to grab wider customer base is developed with attentiveness.
The implementation of various actions is always being required within Morrison's as it is
in resultant of beneficial change so that working tendency and its effectiveness both get enhance.
It is also being used to develop strong customer base, effective production and implementation of
strategy so that adequate target is maintained towards generating of sustained goal and outcome
(Kowalik, 2020). The management of Morrison's must have induced the strategic mission and
objectives that assist the manager to induced a set of technicalities with this process of planning
and its substantive issue induced long term impact over well being of marketplace.
The planning system of Morrison's is basically used to make respective changes within
process of annual building in this working credibility get forecast as in term of required
implementation of budget, cost, revenue, capital need along with expense with this future
performance and its productiveness is measured in controlled manner. In addition, the working
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correspondence get in control with this rapid and advanced change is implement as with support
of orientation in this strategic management and its competitive advantage get in control in
systematic manner.
The planning framework assist the Morrison's to induced strategic changes so that
predetermine range of benefit is attained with concern of economies of scale. In this need of
local market is analysed with this possibility to achieve clarity among supply chain of respective
products is processed with perfection. In this wider competitive advantage is attained as there is
adequate flow of products and services within the marketplace and it is as per accordance to the
need and requirement of customers.
Furthermore, the resource planning is being used to make productive amount of changes
in this research and development and planning to manage the business planning is more often
used to advance credibility of profit generation and its attentiveness (Singh and Duque, 2019).
To construct the competitive advantage it is necessary for the Morrison's to make a wider
advancement as from this value generation and rate of interest get advanced with effectiveness
and with concern of competitive landscape.
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CONCLUSION
It has been concluded from the above that international marketing is being used by the
company so as to collect accurate range of ending at wider platform. It provide clear support to
the business with this ability to attain sustained outcome in timely constrained is developed in
better manner. The working condition and its consequences induce direct and sustained impact
over the working possibility and its change with this ability to make perpetual change in business
environment is controlled with effectiveness. Moreover, competitive advantage is also be in
resultant of preferred change as with this possibility to achieve strategic improvisation is induced
so that international competitive advantage also get improvises. To make profitable and balanced
outcome from the working it is required that company make effective and efficient implication of
strategy and initiative so that ability to make controlled change in working is processed with
perfection. In this customer requirement is always being the basis that assist to build sustained
advancement with respective of induced actions.
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REFERENCES
Books and Journals
Cateora, P.R. and et. al., 2020. International marketing. McGraw-Hill Education.
Faryabi, M. and et. al., 2019. Effect of market orientation and international experience on export
performance with the mediating role of international marketing strategy. Journal of
International Business Administration, 2(1), pp.23-44.
Gomes, E., Sousa, C. and Vendrell-Herrero, F., 2019. International marketing agility. Emerald
Publishing Limited.
Gomes, E., Sousa, C.M. and Vendrell-Herrero, F., 2020. International marketing agility:
conceptualization and research agenda. International Marketing Review.
Kotabe, M.M. and Helsen, K., 2020. Global marketing management. John Wiley & Sons.
Kowalik, I. and Danik, L., 2019. Marketing activity of international new ventures–application of
the EMICO framework. Journal of Business & Industrial Marketing.
Kowalik, I. ed., 2020. Entrepreneurial Marketing and International New Ventures: Antecedents,
Elements and Outcomes. Routledge.
Leonidou, C.N. and Hultman, M., 2019. Global marketing in business-to-business contexts:
Challenges, developments, and opportunities.
Li, R., Liu, Y. and Bustinza, O.F., 2019. FDI, service intensity, and international marketing
agility: The case of export quality of Chinese enterprises. International Marketing
Review.
Paul, J. and Mas, E., 2020. Toward a 7-P framework for international marketing. Journal of
Strategic Marketing, 28(8), pp.681-701.
Paul, J., 2019. Marketing in emerging markets: a review, theoretical synthesis and
extension. International Journal of Emerging Markets.
Samiee, S. and Chirapanda, S., 2019. International marketing strategy in emerging-market
exporting firms. Journal of International Marketing, 27(1), pp.20-37.
Singh, S. and Duque, L.C., 2019. Familiarity and format: cause-related marketing promotions in
international markets. International Marketing Review.
Vrontis, D. and et. al., 2020. Cause-related marketing in international business: what works and
what does not?. International Marketing Review.
ONLINE
What Morrisons needs to know to succeed in Thailand, 2021. [Online] Available through: <
https://www.thegrocer.co.uk/supermarkets/what-morrisons-needs-to-know-to-succeed-
in-thailand/571958.article >.
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