Marketing Fundamentals Report: Marketing Strategies for Morrisons

This report provides a comprehensive analysis of marketing fundamentals, focusing on the case of Morrisons, a UK-based supermarket chain. The report begins with an introduction to marketing principles and then delves into an in-depth examination of Morrisons' marketing processes, including situation analysis, marketing strategy, and the marketing mix (7 Ps). It evaluates the role of each element of the marketing mix (product, price, place, promotion, people, process, and physical evidence) in Morrisons' operations. Furthermore, the report explores how marketing creates value for customers and examines the engagement and impact of stakeholders on marketing activities. The report also includes a reflexive component on communication tools, specifically focusing on a blog post and its role in supporting a marketing campaign. The analysis covers various aspects of marketing, from strategic planning to implementation and control, highlighting how Morrisons adapts its strategies to meet customer needs and achieve organizational goals. The report utilizes frameworks like PEST and SWOT analysis to assess the external and internal environments and emphasizes the importance of continuous monitoring and adaptation in retaining customers. Finally, the report concludes by summarizing the key findings and insights regarding Morrisons' marketing approach and its effectiveness.

Marketing
Fundamentals

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1A ........................................................................................................................................1
Analysis and evaluation of processes and stages of marketing including role of marketing mix
................................................................................................................................................1
Role of marketing in creating value for the customers...........................................................5
Engagement and impact of stakeholder on marketing activities............................................6
TASK 1B.........................................................................................................................................8
Reflexive report on communication tools..............................................................................8
TASK 1A.........................................................................................................................................1
Blog as part of communication activity..................................................................................1
TASK 1B.........................................................................................................................................4
Planning and development of blog post and its support in market in campaign....................4
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Basic fundamentals of marketing are its planning strategies and there execution by
setting a particular price of the product and using different ideas to promote it so that needs of
customers are satisfied along with the organisational goals. Present study is based on a UK based
firm Morrisons which was founded in the year 1899 by William Morrison headquarter at
Bradford, England. Present revenue of the firm is GB£17,262 million and having 110000
employees. The study includes analysis and evaluation of processes and stages of marketing
including role of marketing mix. Further report include role of marketing in creating value for
the customers. Report also includes stakeholder engagement and their impact on marketing
activities of an organisation. Further a reflexive report on communication tools have be included
in this report based on blog post and a group supporting paper explaining the plan about
developing of the blog post which support marketing campaign is explained in the given
report(Baker and Hart, 2016).
TASK 1A
Analysis and evaluation of processes and stages of marketing including role of marketing mix
Marketing process includes analyses of different opportunities coming to market and
accordingly targeting the selected market by developing marketing mix to manage marketing
efforts. Morrisons which is fourth largest chain of supermarket in UK uses the following
marketing process:-
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Figure:- 1
 Situation Analysis:- The first component of marketing process is to analyse the market
situation and search for the opportunity that the company can avail. Morrisons analyse
about needs and wants of customers that competitors have not reached yet and
accordingly they create opportunity for there firm. Morrisons always look for the
opportunity that would be beneficial for there company in long run so that they can
improve there performance and can work more effectively(Burford and Chan, 2017).
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Illustration 1: https://www.google.com/search?
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Analysis of external environment and also internal analysis of firm is done. Analysis have to
include past, present and future aspects of the firm. Doing forecasting of business help to reduce
the chance of failure of the product in market as it help in analysing trends in market. Market
research also help in getting information about the competitors or any changes occurring in
market. Situational analysis help out in identifying gaps between customers need and what
actually they are offered which help to find strength and weaknesses. Different frameworks like
PEST and SWOT analysis has been used by Morrisons for situation analysis.
 Marketing Strategy:- Customers which need to be targeted are selected and for this
Morrisons analyse the market segmentations as it is not possible for the firm to satisfy
each and every individual. First of all each market is split into some units according to
there similarities like having same wants and characteristics and each unit is required
separate strategy to satisfy the customers. Secondly market is targeted according to
potential customers so that they can retain for longer duration. For the same customers
needs are identified and product is developed according to different strategies used by
Morrisons and then offered to niche market. At last market positioning is done by
comparing products offered to customers with that of competitors(Chaffey and Smith,
2017).
 Marketing Mix decisions:- After setting the strategies next process is to plan marketing
mix which includes 4 P's :- Product, Price, Place, Promotion. Product means goods and
services offered to customers, Price is value of the product that customers will pay in
form of money to obtain the product, Place means where product will be available for the
customer in market and at last Promotion is advertising of the product by providing the
information of the product to customers that what are its advantages(Davis, 2017).
 Implementation and Control:- In this process different marketing plans are developed
and product is introduced to market. Marketing efforts are monitored and as any change
arise in market, marketing mix are adjusted accordingly. If any changes are there or
product is modified information with help of advertisement is transferred to the
customers. There may be situations where whole product is redesign to satisfy the needs
of consumers. This process not ends here as continuous monitoring and adaptation is also
needed for retaining there customers for longer duration(De Mooij, 2018).
Role of marketing mix:-
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Morrisons are using 7 P's to develop marketing strategies so that they are able to achieve
there targets in short duration. The role of these marketing mix are as follows:-
 PRODUCT:- Morrisons are selling there products in 5 categories and having separate
product lines which are sold under the brand name Morrisons. They are having huge
variety in there products so customers are having different choices and they can choose
with respect to there needs. There products are highly differentiable from there
competitors as they are having good features and quality that no other competitors' may
have. That is the reason there products are unique in market and customers are willing to
pay good amount for them. There product design is very traditional that attract huge
crowd of customers toward them(Dodson, 2016).
 PRICE:- Currently company is using Competitive pricing strategy as information
regarding competitors are easily available in market. They are selling there products at a
higher price than the competitors due to additional features the products have which
differentiate them from other competitors. They are using product bundle pricing in
which products are bundled and sold at a lesser price than the individual prices of the
items. They are selling there products online and including delivery charges in it. Final
products have a fixed price and retailers are buying at a lower price to sell the products at
a higher price according to there margins(Gunelius, 2017).
 PLACE:- Morrisons is selling there products with help of different marketing channels
and also with online medium. There wholesalers and retailers are located all over the
country and at present they have 500 retailers. They make sure that maximum retailers
have there products so that it is easily available to all the customers. They are doing
online selling with help of there website and have delivery partners which help in timely
delivery of there products. They have 500 suppliers which provide raw materials so that
production is more and more(Hollensen, Kotler and Opresnik, 2017).
 PROMOTIONS:- Morrisons are promoting there products with help of different media
channels like TV, radio or with help of social media. Online advertising is very cheaper
due to increase in usage of internet as every one nowadays use you tube, Facebook and
twitter so Morrisons take advantage of these promotional activities to create value of
there products in eyes of customers. They also go with personal selling to increase there
retailers trust on them.
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 PEOPLE:- Morrisons have people as there strength as sales members are playing very
important role in marketing of the products and for the same company is giving special
training to them so that they can enhance there techniques of generating sales for the
firm. There suppliers are there support for production of goods and services as raw
materials are obtained from them only(Johnson, 2018).
 PROCESS:- Morrisons take care about availability of products to there customers with
help of retailers and also work on Online delivery process where orders are received on
computer system and shipped with help of delivery service providers. To understand
customers need they are taking feedback from them with help of social media pages or its
helplines and accordingly redesigning the product.
 PHYSICAL EVIDENCE:- There packaging is in different colour with help of which
there customers easily identify there products on retail shelves. They also have user
friendly website which is available online and customers can view different products in
high quality from every angle(Kasemsap, 2016).
Role of marketing in creating value for the customers
Roles of marketing in creating value to customers are as follows:-
 Marketing plays an important role in creating value of products and services in
eyes of customers. The more efforts company put in developing marketing
strategies, perception of customers become more positive with respect to products
offered to them. Customers are buying the products as they are in need of it but
marketing strategies can build that need in market by understanding customers'
satisfaction level.
 Marketing is creating a medium where information regarding the products are
transferred to potential customers so that company can have attention of there
targeted audience. Marketing helps in promoting new features of any product to
customers by featuring its usefulness(Kleinaltenkamp and et.al., 2015). For the
same, innovation is required and Morrisons are doing research in product
development so that they are able to satisfy customers need and are able to create
value for customers.
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 The basic functioning of every business is to find potential customers and make
different strategies to keep them for longer duration. Marketing is helping in
making connections between different people and products.
 The role of marketing is to identify the need of customers, satisfy them by
providing them a quality product and keep innovating so that customers retain for
longer duration. Morrisons satisfying there customers with help of different
marketing strategies and offering product and services to there customers which
can match there need as they feel satisfactory when they get a valuable product
for which they have paid a good amount(Loebler, 2017).
 Marketing helps in identifying customers, satisfying them, and providing right
product and service to right customers at right time. This will become a reason for
customers to come again and again for getting better services. Morrisons are
finding new opportunity for there business by creating value of there products in
eyes of customers.
 Basically value is benefits that consumers will have if they use the products
offered by the company. Customers prefer high priced products because of the
name of brand and for creating brand value marketing strategies can help the
company. Morrisons is having highly recognised brands due to effective
marketing of there products(Mihai, 2015).
Engagement and impact of stakeholder on marketing activities
Stakeholder are people who have interest in a company like investors, employees,
customers and suppliers. Engagement of stakeholder on marketing activities helps in proper
communication of stakeholder with the company that help the organisation to find weak
marketing strategies. This also helps in raising morale of the organisation as listening the
consumers helps in maximizing the investments in product development to increase the market
share. The basic problems which customers are facing regarding the product and services are
cleared and transfer of information regarding changes become easy and understandable(Pike,
2015).
Internal stakeholders like employees know the strength and weaknesses of the firm so can
help in developing various marketing strategies to run a smooth business. If investors are ready
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to invest for the business of Morrisons then they are fully engaged with the company then this
will be easy for Morrisons to invest in different research and development activities as funds are
available to run a smooth business and this will bring new scope for the business. In the same
manner if employees are satisfied with the job and they are engaged in all the marketing
activities then they will work hard to take the business at higher growth and this will help in
marketing of the product. Employees will be coming with new innovative ideas that can help in
redesigning of product and bringing new scope for the business(Rogers and Davidson, 2015).
Suppliers also impact marketing activities of the business as raw materials are depended
on them only. If suppliers are highly engaged to Morrisons business then this will result in more
production and customers will be highly satisfied with the products. This will lead to customers
satisfaction and they will retain for longer duration. Customers are also playing a key role in
impacting marketing activities of the business as if customers are satisfied with the product then
no extra efforts company will put in research and development but while feedback of customers
is unsatisfactory then product development will be require. Customers help in identifying the
ways company is lacking behind and with help of good marketing stargates this problem can be
solved easily. In this way all stakeholders of a firm play an important part to enhance the various
marketing activities of the business(Shaw, 2016).
Morrisons have build a strong trust with there stakeholders and they are helping the
company to achieve there targets by making a positive impact on the marketing activities of the
business. They are engaged in all the activities of the business which help Morrisons to run there
business very effectively. Morrisons have achieved this huge success due to positive
involvement of there stakeholders in there business activities. All stakeholders are having trust
on the organisation that is the reason investors are ready to invest for different organisational
activities and employees are satisfied and working to extract potential customers towards
them(Baker and Hart, 2016).
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TASK 1B
Reflexive report on communication tools
Communication tools helped me in completing the tasks on time as different mediums
made my work easy going and I was able to complete my project with good information in my
hand. There are different communication tools which helped me out to get different information
about the topics. Blog post helped me out in getting connected with many people at a same time
and communicate proper information about various topics related to my report. Getting
knowledge from the blogs and implementing it on my project was quite easy as each and every
information was available in easy language. Internet has made things easy as now we can get
connected with billions of people and can share different information regarding a single topic. I
was having a good information about different topics with help of the internet.
Other communication tools like smartphones, laptops, tablets have helped me in
providing medium for getting connected on social networks. These communication tools are
made with help of good technology and laptops is having some major advantages over
smartphones as its functions are more advanced as easily one can use it to get connected with
many individuals at a same time. Internet is also providing voice communication and various
platforms by which we can communicate to each others. During the project we used different
medium to get connected with the team members like Skype was the best source as it helped me
to send messages as well as make video conference with my project partners.
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TASK 1A
Blog as part of communication activity
Communication refers to the exchange of information between sender and receiver which
is being impacted by technology. There are many communication strategies which helps Audi
A6 in its marketing. There are several types of communications which includes verbal, non
verbal and visual.
Market communication strategy which is being used by the an organisation to achieve
their target market with the help of various types of communication. It is strategy which is being
used by the business for sending the right marketing message to right customers through the right
medium at the right time for the purpose of achieving the targeted sales objective(Davis, 2017).
In today's era marketing plays a major role in achieving the target of sales by an
organisation. Through proper marketing objectives of the organisations are being achieved.
Marketing through communication is a major part of marketing which helps to cover a major
market but it is a time consuming process, while personal communication is much more effective
than any other type of marketing. By maintaining a communication connection it enables us to
create an avenue for marketing products and services with building brand awareness(De Mooij,
2018).
Marketing through communication tools will help Audi A6 by educating the customers
about the features and characteristics of the product. Audi can market through website based
demonstrations of products in a form of marketing communication which is being designed to
familiarize customers with Audi A6. In major types of marketing plans the communication
which is produced serves the purpose of reinforcing company's brand. Branding enables to
communicate through consumers and put in mind about the products. It is most effective when
branding of messages remain consistent with all of the company's advertising, marketing and
promotional materials. Effective communication method of marketing helps Audi to provide
elevated levels of the customer service. Company can use email or direct mail campaigns for the
purpose of distributing discount coupons and early sales advertisement. The major goal of
marketing through communication is to increase the sales of Audi A6 as the company stays in
touch with the customers and treats them as a valuable assets, and they invite feedbacks too

which build the foundation profitable long term relationships. This practice can lead to increased
and referral business from satisfied customers(Dodson, 2016).
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