Marketing Principles: Internal, External Factors & SWOT - Morrisons

This report provides an analysis of Morrisons, a major supermarket chain, focusing on its marketing principles. It explores internal factors such as the company's value system, mission, organizational structure, and business culture, and external factors using PESTLE analysis, covering political, economic, social, technological, environmental, and legal aspects impacting the business. A SWOT analysis identifies Morrisons' strengths, weaknesses, opportunities, and threats. The report concludes that marketing plays a vital role in promoting the business and increasing its brand value, emphasizing the importance of understanding both internal and external factors for sustainable growth and profitability. Desklib provides access to similar solved assignments and study tools for students.

Principles of Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................1
MAIN BODY .................................................................................................................................1
Background of the company - ...................................................................................................1
Internal factors that reflects the business - ...............................................................................1
External factors that impact on business - ................................................................................2
Swot analysis - ...........................................................................................................................3
CONCLUSION ..............................................................................................................................4
References:.......................................................................................................................................4

INTRODUCTION
The marketing concept is the term which is link with the promotional activity which is
done with the aim of increasing the brand value in the marketplace and expand business in
international market so that the company can approach global market. The major function of
merchandising is to manage the sales that is occur with in the business as well as generating the
more sales (.Tomczak, , Reinecke, and Kuss, 2018). This is important for business to enact on
the other actions related to the operations and productions. This report is based on Morrisons,it
is second largest super market that deals in household goods and other products that are
required in house. This report will cover the marketing and its internal and external factors
that is link with the business. After that swot analysis in relation to the consider company.
MAIN BODY
Background of the company -
The company Morrisons is founded in 1899 by William Morrisons is the longest chain
of retail industry. In initial stage they deals in egg and butter stall in raw son, market
Bradford. The stores locations were primly concentrate in the north of England. The
company has product variability of the goods and services. The company has great supply
network and they majorly focus on serving services in the UK market. They have great
consumers base in marketplace as well as they provides the good offer to the buyers so that
they can have the good consumer base (Tontuș, , 2018).
Internal factors that reflects the business -
These are the factors that is refer to the things with in the company and in the hands of
the organisation no matter whether they are physical or untouchable here are some factors
that is describe in below in relation of consider company.
1. Value system - The value system of an structure means the philosophy content that
leader the arrangement in attaining its operation and objective. The amount scheme of a
concern organization also analyse its action towards its worker, users and society at big
phase. The quantity method of the promoters of a Morrisons, firm has an essential
supporting on the prime of concern and the acceptance of concern line and pattern.
2. Mission and objectives - this is leads to the aim of the company and organisation this
increases the sustainability of the company. It is defined as the total reason or aim of
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its presence which advices and attracts its organisation decisions and system actions.
In extent of Morrisons, the main aim of company Is to making profit and long term
sustainability of the company so that they can reach to the other regions too easily.
3. Organisational structure - it means such factors as composition of boards of
directors and equity holding manner. The behaviour of this components has a
Important attraction over the decision making actions in an industry. In relation of
Morrisons company, the effective operations of a business organisation needed that
its company system must be contributing towards fast decision making.
4. Business culture and style of operations of top management - it Is the style of
operations of top management components for analysing the internal surrounding of
a company (.Ponomareva, and Nozdrenko, 2021). Business culture is basically
included as another closed and threatening or open and involvement. In the extent of
Morrisons, the company decisions are taken by the manager, during middle level
and functioning level management which participate in decision making activity.
There is deficiency of trust and confidence in senior authority of the organization and
secrecy pervades throughout In the structure.
External factors that impact on business -
Pestle analysis -
it is the frame work that helps in analysing the factors and components that effect the
business activity as well as it also help in understanding the operational laws and activity that
impact on the business -
1. Political factors - this is first stage and components of the analysis that includes the
governing bodies that makes a business rules that effect on the business operations. In
relation of Morrisons, the company must make a uniformity in policy making from
one governance to some other.
2. Economical factor - this components is consist of inflation and economic structure
that Impact on the business. In relation of Morrisons, the company Comparison to the
horizontal of quantifiable alleviation in last period the value of Morrison good and cost
of whole creation have stay gummy in the US market. industry must view the
information that at amount steady of United States in a rising system can advantage to
rearing improving prices and hazard of acceptance diminution.
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3. Social factor - this is factor that includes the changing trends and taste of the buyer
as this impact on the business. In extent of Morrisons, Different society in several part
of the worldwide have assorted attitude towards effectiveness. dominance is bright while
it is thing to grey back against. company must cautiously examine the knowledge
towards authority before beginning a mercantilism happening for its initiation and
occupation.
4. Technological factor - as technology is changing rapidly which include the new
technology and other technical instruments that can assist business in growing. In
Morrisons, must assess the steady of internet and mobile phone entrance in the nation as
it will it in structure a demand commercial enterprise model corroborated on section
necessarily and actuality (Bonaparte, 2019). It can use social platforms to promote the
actions and goods and services. They must analyse areas where automation can
empower supply network partners. This can assist them in brining in more clarity
and creating distribution chain more elastically.
5. Environmental factor - this factor includes the climate change and CSR
responsibility that is link with the business activity. In extent of Morrisons, the
company requires to follow the corporate responsibility in order to serve services
easily. They must needs to recognize the steady of user activism respect situation
concerns is. It will assistance structure in both processing surroundings cordial creation
and preventive blunder area.
6. Legal factor - it is consist of the laws and other factors that effect the company
negatively as well as, it includes the health and safety laws and many more. In extent
Morrisons company, the company required to act and comply with them. Various
nations have assorted behaviour towards health and safety so it is good for company
to run through exploring earlier entering the market. They must also be aware of the
consumers laws that reflects the business operations.
Swot analysis -
It is the analysis of the factors that help in understanding the inner sources of the business
that effect the business in both ways (Hopkins, and et., al., 2021). It also help in developing
the needs and wants of the activity. Further discussed more in detail :-
Strength Weaknesses
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 Morrisons have the strong marketing
strategy and drives that leads in many
users being link with friends and
peers. It creates the utilisation of
both traditional and social media
marketing.
 It has the fourth largest supermarket
in the UK. It has 9.8 % of the equity
of UK grocery market. It is very well
known brand for offering quality
services and goods.
 The brand is lacking in satisfying
customers and it create the bad impact
on the image of the company.
 The online presence of the brand is
weak in the market as well as it
promotes goods through the
traditional way of promoting goods
and services. As now days every one
is active on social sites and so its
important for brand to be active
digitally.
Opportunity
 The great possibility for the brand is
to increase the productivity and
product variability by understanding
the needs and wants of the customers.
 The growth of online services can be a
great chance of increasing sales and
income for business in international
market too (Borzenko, 2019).
Threat
 As trends are changing rapidly so its
a big threat for company to be more
challenging in comparisons of other
company.
 Morrisons was penalized a figure of
time period in the UK for ground such
as hygienics offense and causing
unrequested electronic mail to
customers. Though the amount paid by
the organization was not immense even
so, the counter effect of these
happening in the minds of bespoke was
big.
CONCLUSION
It is summarized from above project that the marketing plays a vital role in business as it
promotes the business and increase the brand value in the market value. The above report has
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discussed that concept of marketing as well as it is also concluded that the objective of the
business is to earn profit and increase the sustainability of the company. The above discussed
the internal and external factor that impact on the business as well as the swot analysis in
relation of consider company.
References:
Books and Journals
Bonaparte, Y.L., 2019. Sustainable outcomes of an experiential learning project in a principles
of marketing course. Journal of Global Scholars of Marketing Science, 29(1), pp.7-14.
Borzenko, K.V., 2019. Problems and Prospects of Marketing Activity Intensification of
Healthcare Organizations in Rostov Region. Regionalʹnai︠a︡ Ėkonomika. I︠U︡g Rossi, 7(3).
Hanson, W.A. and Kalyanam, K., 2020. Internet marketing and e-commerce.(Student ed.).
Thomson/South-Western.
Hopkins, C.D., and et., al., 2021. Changing Perceptions of Marketing Ethics and Social
Responsibility in Principles of Marketing. Journal of Marketing Education, 43(2),
pp.244-259.
Ponomareva, E. and Nozdrenko, E., 2021. Digital Transformation of Marketing Strategy of
Western Firms in Chinese Cosmetic Market. In Digital Strategies in a Global Market
(pp. 229-241). Palgrave Macmillan, Cham.
Tomczak, T., Reinecke, S. and Kuss, A., 2018. The Information Basis of Marketing Planning. In
Strategic Marketing (pp. 19-48). Springer Gabler, Wiesbaden.
Tontuș, H.Ö., 2018. Promotion of health tourism and evaluation of the principles of marketing of
health services. Journal of Multidisciplinary Academic Tourism, 3(1), pp.67-88.
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