Effective Marketing Mix: A Case Study of Morrisons

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Communication for Academic Purposes 2
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Table of Contents
Introduction................................................................................................................................3
Marketing Mix...........................................................................................................................4
Conclusion..................................................................................................................................6
Reference list..............................................................................................................................7
Appendix....................................................................................................................................8
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Introduction
It is significant to understand he marketing conditions prevailing in the country, so that
companies do not have to face any kind of issues in terms of their operations. As a result, the
management of companies should focus on performing a precise marketing mix for gaining a
detailed understanding of the market scenario. Morrisons will be chosen for completing the
study. This company operates as one of the well-known retail companies of the United
Kingdom (groceries.morrisons.com, 2019). Understanding market conditions for avoiding
issues in business operations Performance of proper marketing mix is essential.
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Marketing Mix
The marketing mix is considered a phenomenal aspect that allows companies to understand
and analyse the consumer behaviour and helps them to manufacture their goods in a similar
fashion. This allows them to approach the right segment of the market for gaining popularity
in terms of their business development. Allows companies to know about the market needs
and Analyses the consumer behaviour Increase the generation of profit.
Promotion
In order to gain more customers in a competitive environment, Morrisons provides lucrative
discounts on their products. This develops their customer base and yield greater income for
the organisation. Besides this, they select their store location quite minutely, as it allows them
to reach to their customers easily (Londhe, 2014). Apart from this, they look to make use of
the online medium to promote their advertisements for attaining customers and make sure
that they can conduct their business properly.
Product
The management of Morrisons focuses on providing fresh and high quality food products to
their customers. They look to conduct their business with some of the well-known brands of
the country. As a result, it acts as a catalyst to attract the customers. Besides this, their
products are presented to their customers properly. This gives them an upper hand in the
market.
Target Market
It is vital for Morrisons to ensure that they can select the right target market for their
products. Besides this, the organisation aims to sell their products to the middleclass
customers. As a result, it is important for them to ensure that they price their products
according to the market standards (morrisons-corporate.com, 2019). They can make use of
the economic pricing strategy and implement them in the workplace.
Place
Selecting the right place is considered important in terms of the profitability and productivity
of the organisation. However, Morrisons operates across the different parts of the United
Kingdom, with over 500 stores and approximately 117000 employees at their service.
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Therefore, it aids to provide quality services to their customers and retain them for longer
period.
Price
Price is considered one of the greatest reasons for consumers to select Morrisons. The higher
authorities of the organisation look to provide low cost products to their customers (Jackson
and Ahuja, 2016). They ensure that with Economic pricing strategy, prices of the products are
never too high for the customers. As a result, they gained success in the competitive market
of the United Kingdom.
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Conclusion
After analysing the marketing-mix of Morrisons, it was understandable that they follow the
market standards and trends for conducting their business in an authentic manner. They look
to aim the right target market and offer their products to the customers in an affordable price.
Apart from this, they look to promote the same by using the online medium.
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Reference list
groceries.morrisons.com, 2019. Morrisons | Online Shopping | Food, Drink & More To Your
Door . [online] Available at: https://groceries.morrisons.com/webshop/startWebshop.do
[Accessed 4 Jul. 2019].
Jackson, G. and Ahuja, V., 2016. Dawn of the digital age and the evolution of the marketing
mix. Journal of Direct, Data and Digital Marketing Practice, 17(3), pp.170-186.
Londhe, B.R., 2014. Marketing mix for next generation marketing. Procedia Economics and
Finance, 11, pp.335-340.
morrisons-corporate.com, 2019. Strategy | Morrisons Corporate. [online] Morrisons.
Available at: https://www.morrisons-corporate.com/about-us/strategy/ [Accessed 4 Jul.
2019].
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Appendix
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