Marketing Strategies and Analysis for Morrisons Supermarket

This report provides a comprehensive analysis of Morrisons' marketing strategies. It begins with an introduction to the role of marketing within an organization, emphasizing its importance in product promotion and customer satisfaction, specifically in the context of the UK's fourth-largest supermarket chain. The report then delves into the marketing process, outlining key steps such as situation analysis, marketing analysis, marketing mix decisions, and implementation and control. It details the roles and responsibilities of a marketing department, including understanding customer needs, monitoring competition, widening the market, adapting pricing strategies, and identifying the target market. Furthermore, the report explores the interrelationship between the marketing department and other functional units, such as Research and Development and the Finance Department, highlighting their interconnectedness in decision-making processes. The report subsequently examines the elements of the marketing mix (7Ps) – Product, Price, Promotions, Place, Process, and People – as implemented by Morrisons, comparing them to those of Waitrose. It illustrates how each element contributes to achieving overall business objectives, such as increasing revenue and customer loyalty. The analysis covers aspects like product availability, pricing strategies, promotional techniques, distribution channels, customer service processes, and the importance of employees in delivering products and services. The report concludes by summarizing the key findings and insights into Morrisons' marketing approach.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
Task 1...............................................................................................................................................1
P 1 Roles and responsibilities of marketing functions. ..............................................................1
TASK 2............................................................................................................................................3
P 2 Elements of the Marketing Mix (7ps) to achieve overall business objective.......................3
Task 3...............................................................................................................................................8
P 4 Marketing plans....................................................................................................................8
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is the essential role or activity of an organisation which is associated with
buying and selling of the services and products advertising and delivering the products and
services to the people.
This report is based on the Morrisons Company, which is the fourth largest supermarket
company in UK which provide the variety of the products. It has 498 stores across the england
This report will include the role of marketing and its interrelation with other functions of
the organisation. It will explain the elements of the marketing mix that helps the organisation to
achieve the overall business objective. Further it will include the basic marketing plans for the
organisation.
Task 1
P 1 Roles and responsibilities of marketing functions.
Marketing is the essential role or activity of an organisation which is associated with
buying and selling of the services and products advertising and delivering the products and
services to the people.
Concept of the marketing is to make and implement the strategies to satisfy tyhe
customers need, maximize the profit and increase sales (Kotler and et.al., 2015).
Marketing Process
Marketing process include the ways to discover the customers needs and satisfy their
requirements. Following steps are involved in the marketing process:
 Situation Analysis- Through the situation analysis the firm finds that what it can serve
the best for the customer by identifying the opportunities to fulfil the customer needs.
 Marketing Analysis- After identifying the best opportunities, next step is to develop a
strategic plan for select the target market segment (Esch, Herrmann and Sattler, 2017).
 Marketing mix decision- In this stage the tactical decision are being made for some
marketing mix parameter which are controllable. In this includes-
Product Development
Pricing Decision
Distribution Contracts

Promotional campaign development
 Implementation and control- This the last step of the marketing plan. In this marketing
plans are executed and results of the marketing is been monitored closely and make
changes according to the results (De Mooij, 2018).
Roles and Responsibilities of Marketing
Marketing has various roles and responsibility for growing revenue, contributing to
company growth. Marketing department of the Marks and Spencer performs various in the
organisation to increase there market revenue.
 Listen to the customer needs - For every company customer satisfaction is the first goal.
Important role of the marketing is to listen to the customer's need and demand. As marks
and spencer produce various products in the market like clothings, groceries, health and
beauty products and many more according to their customer demand and need and make
changes on the products. For this, Marks and spencer marketing department conduct
survey to know about the customers need and demand (Kotler and Armstrong, 2015).
 Monitor the Competition - This very important responsibility of the marketing function
to know about their competition and its products market place and share and size in the
current market. It is necessary to track the competitors to make their own marketing
strategy for selling the products in the market.
 Widen market - For the Morrisons company it is the responsibility of thye marketing
department to widen their market across the world. For this they use mass communication
tools such as sales promotions, advertising, event marketing and it is also their
responsibility to use these tools in innovative and attracting manner to call as much as
customers and inverter to widen the market globally (Baker, 2016).
 Adapting the right price - It is the responsibility of the marketing team to set a price of
the particular product of the Morrisons organisation. As, Morrisons is the retail company
who produce variety of products in the market. It's a role and responsibility of the
marketing team to adapting the right price of the product according to product's demand
in the market and with comparison with the competitor's product. Price should not be
higher that a normal consumer can not afford the product or it should not be much less
that will give the loss to organisation.

 Identifying the Target Market - It is the responsibility of the marketing department to
identify the target market. Before entering into the new market or to producing the new
products in the existing market MORRISONS marketing department conduct a survey of
the market that is suitable for the new products, demand of the product in the market, its
demographic culture and region for the entering into new market world (Bowie and et.al.,
2016).
Interrelationship of Marketing department with other functional units
Marketing and Research and Development: In the Morrison’s company all the departments
are interconnected with each other and affects the decision making process of the each
department. As marketing department is connected with the Research and development in the
organisation. Before entering into the new market of producing the new product research and
development department make a report by examine the new market or the country, there
geographical nature, culture, customers nature social, political and economical condition. Then
on the basis of these report marketing department decide that what product has to launch and it's
pricing policy with the mind set of earn profit (Minazzi, 2015).
Marketing and Finance Department: Marketing department closely work with the finance
department, As Morrisons company's finance department pass the budget for every department in
the organisation in which marketing department has to work under his budget. All the marketing
policies, plans, advertising policies and all these marketing strategy build according the pass
budget. And all the profit and loss information of buying selling of the product hast to give
financial department to make balance sheet at the end of the year which show the gross profit
and loss of the Morrison’s company (Chintagunta, Hanssens and Hauser, 2016).
TASK 2
P 2 Elements of the Marketing Mix (7ps) to achieve overall business objective.
Marketing Mix
Marketing is the collection of actions or tactics that is being used by the company to
promote its products and brand in the market. Morrison’s company use the 7ps elements of the
marketing mix to achieve its overall business objective. Elements of marketing mix are:

Morrison’s Waitrose
Products Its strategy regarding product
is to make availability of all
kinds and all rage of the
products that anyone can buy.
Morrisons is the supermarket
which provide the different of
products according to the
customer need and demand. If
customer get the products and
services as according to their
choice it will increase the
demand of that product or
service, increasing demand
helps to increase in revenue of
the company and its overall
business objective.
It has set a category for
products for the different
category of the costumers.
Price It applies discounting pricing
strategy. Morrisons has set
their product's price in range
that is available for all type of
the customers. Morrisons
product price is reasonable that
middle class customer even
can willing pay. There is high
price products are also
available for the high earning
customer who can afford it.
It applies competitive pricing
strategy. This helps the
company in the marketing of
their products, and increasing
the customer and making profit
and maintain their existing
customer in the market and
this pricing policy helps the
Morrisons to achieve its goals.
Promotions It promotes their products This company promote their

through social media and TV.
Morrison uses the promotion
to inform the customers about
their products and services.
This helps the organisation to
reach and communicate with
the customers. Morrisons uses
different promotion techniques
for the products and services
like, advertising through TV or
social media and newspaper,
direct marketing and personal
selling, conduct seminar or
camp to get aware about the
new products and also aware
the people about the bad and
duplicate products. This helps
the Morrison organisation to
make good and loyal company
toward the customer and
customer get attached with the
products, advertising in TV or
social media has a great impact
on the people (Alalwan and
et.al., 2017)..
products via newspapers, and
through TV. It influences by
promotions and will come to
buy products again and again.
Demand of the product will
increase and production will
increase then overall business
objective will achieve
Place It delivers the product direct to
the customer. There is no
mediator between the company
and consumer. Morrisons
It uses both direct and Indirect
process to provide products to
customer.

Choose the place in the target
market after research.
Availability of the needy
customer, competitions in the
target market, availability of
the dealer, wholesaler, easy
transport.
Process As this company use direct
method to provide goods to
end costumers, its process is
very smooth that there are no
hurdles that company have to
handle. Morrisons was
extending its relationship with
Amazon to include same-day-
delivery of its product.
Morrisons company apply
several methods for delivering
their products or services to
the customer. For saving time
and money and increase
efficiency Morrisons deliver
the same standard of services
and products to the customers,
It also uses online services to
provide products at a customer
door directly. This increase the
efficiency of the Morrisons
company and helps in saving
As this uses both methods to
supply goods to end customers
so it has to handle problems
from mediator. Products reach
to customer via retailer,
wholesaler and small
merchants.

time and money of the
customers and company as
well.
People To manage the employees and
customers there is customer
care cell who handles the
customer's queries and all kind
of problems via telephone or
directly at their place. For
Morrisons company their staffs
and employees are very
important in marketing
because they e the ones who
deliver the products and
services to the market place.
Morrisons company hire the
right people for the right job
profile who willingly does
their work, train them to
provide the superior service to
their respective clients and
customers. This helps the
organisation to provide the
high quality of services and
quality product to the
customers and to increase the
sales of the company (Lantos,
2015)..
This also solve the problems of
their customers directly by
face to face interaction and on
the telephone as well.
Physical evidence Its infrastructure is so It also has a good

attractive that every clients get
attract to it. Its product
packaging is always innovative
that every time customers find
something new. Morrisons
company is a fourth largest
supermarket in UK and it very
well known brand across the
England. Morrisons provides
all the information about their
company and its policies,
products and services and
career opportunities on its
website. Its Green and yellow
colour logo is unchanged for a
long time. This build the
image of the company
(Bagozzi and et.al., 2018).
infrastructure of the all the
stores. There is enough space
for the customers that they can
move easily anywhere in the
stores.
Task 3
P 4 Marketing plans
Executive summary
Marketing plan is the process or a business document that outline the strategies through
which company can meet with its organisational goal. ASDA is planning to expand its brand
across the world. It is essential for organisation that to make effective strategies through which it
can meet with organisational goal. This marketing plan includes marketing objective, strategies,
budget, monitoring and controlling activities (Mathews and et.al., 2016).

Company information and competitors: ASDA is a British supermarket retailer. The comapy
was founded in 1949. It is an online retail platform that sells groceries, clothing and home
furnishing products. It has 633 stores in UK.
TESCO plc, Waitrose, Argos, ALDI and Walmart, these are the top competitors of
ALDA.
Vision and mission: To be Britain's best value retailer and always exceeding the customer
needs. Mission is to make goods and service more affordable for everyone.
Marketing objectives.
 To open two more branches in other countries till the end of 2019
 To increase sales of product by 30% till the end of 2019
Situation analyses (SWOT and Pestle analyses)
SWOT Analysis of ASDA
Strengths
 It offers the wide range of products and services and financial services.
 It always gets in touch with its customer via social media and ask for feedback.
 Has large amount of employees working with it that is 150,000.
Weakness
 It has limited access of global presence as compared to other competitors.
 Its price is restricted in term of entering into new countries (ASDA SWOT Analysis,
Competitors & USP, 2019).
Opportunities
 It has the opportunity to expand business in new areas like pharmacies, and many more
area.
 Can set up venture into growing market countries.
Threats
 Always changing policies of the various central government.
 Maintaining low price that can affects the gross profit margins.
PESTLE analysis of ASDA
Political Factors: Government Resource allocation and changing policies, Taxation policies all
these influence the business environment of the ASDA. According to changing government

Policies, it has to make change in their own business plans to make profit that affects the
revenue overtime with changing policy. Good taxation helps in export and import business and
can use gross profit of the company in other functions like in research.
Economic Factors: Interventions of the government in decision making and leadership affects
the ASDA. Exchange rate, interest rate, import export rate affects the company in their
production and selling and buying process. It affects the objective of the company and some time
because of these economic condition company not able to fulfil the customers requirements.
Good economic condition helps to set up new venture in the country and increase the opportunity
to expand their business globally (Technological Factors that Impact Asda (C) PESTEL
Analysis, 2019).
Social Factors: Customer's demand, their choice, age group, culture, education level all these
social elements can influence the ASDA and its productions. In the global market, with different
region and culture company has to produce the products and also take take of the customer's
choice and need and also set the price of the products. When Company take care of all these
things company's revenue is generated and helps it to make new customer and also helps in
achieving the overall business objective.
Technological Factors: Innovation in the technology and fast internet services helps ASDA in
new production and service in the market. With fast growing technique quality of product is
being improved and it also helps in making new strategies and like online payment and
packaging this can increase the number of customers and can fulfil the demand of the market and
the customers as well (Oakey, Cooper and Biggar, 2018).
Environmental Factors: As also produce the organic products, it is necessary to take care of the
environment. War, extreme weather and disease affects the ASDA business due to war and any
environment condition can damage the business and it affects the company at great extent.
Legal Factors: ASDA Must follow the rules and regulation of that country in which it operates
its business. For example it cannot pay less than the minimum wages to any employees as set by
the government. As ASDA is food chain it has to follow food standard agency regulations, and
registered under the food standard and food safety act and also registered with governing bodies-
food ethics council, Sustainable food supply chain commissions (Sipp and et.al., 2017).
Marketing strategies

Product- categorised the products for the different category of the costumers and make avail all
the products to the needy customer.
Price- It applies competitive pricing strategy.
Place- It uses both direct and Indirect process to provide products to end customer. In this
wholesaler, retailer, small merchants are included and provide the products and services
to end user.
Promotion- Company promote their products via newspapers, and through TV and social media.
Budget
Salaries 250 Pound
Utility bills 100 Pound
Marketing cost 200Pound
Administration expenses 150 Pound
total 700Pound
Monitoring and controlling
Monitoring and controlling are two essential factors that need to be looked upon by firm
while making marketing plan. In order to monitor success of this plan ASDA will take feedback
from consumers. This would help in knowing actual views of buyers about its products and
promotional strategies. If they are giving positive response that means plan is worthwhile but if
response is negative that means organisation is required to make changes in its existing plan.
Furthermore, in order to control over its progress ASDA will look upon the return on sales and
sales generated after implementation of marketing plan. These tactics will be beneficial in order
to know effective of planning in order to achieve organisational goal (Buhalis and Foerste,
2015).
CONCLUSION
From the above study it can be concluded that marketing is an essential part of the any
organisation. Its interrelation with other functions in the organisation aids value in decision-
making process and helps the company to achieve its overall business objective. Marketing mix
helps the Morrison’s company to plan strategies to achieve the business objectives. It also
concluded that marketing process helps to make plan for setup new business and marketing mix
helps in comparison with the competitors and make strategies according to it.

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