Marketing Essentials: Analysis of Morrisons' Strategies

This report provides a comprehensive analysis of Morrisons' marketing strategies, encompassing key roles and responsibilities of marketing functions, the influence of the marketing environment, and the significance of interdepartmental relationships. It delves into the application of the marketing mix, comparing Morrisons' approach with Tesco's, and examines various tactics employed to achieve business objectives. The report also presents a basic marketing plan for Morrisons, including an executive summary, company overview, PESTEL and SWOT analyses, and discussions on marketing objectives and STP (Segmentation, Targeting, and Positioning). The analysis covers employee training, market strategies, customer feedback, market trend monitoring, and inter-organizational relationships, highlighting how these elements contribute to Morrisons' success in the UK supermarket industry.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
P1: Key roles and responsibilities of marketing functions..........................................................3
M1: Roles of marketing in context of marketing environment..................................................4
P2: Roles of marketing in wider organizational context.............................................................5
M2: Significance of interrelationships between different departments.......................................6
LO2: USE OF MARKETING MIX TO ACHIEVE OVERALL BUSINESS OBJECTIVES.......6
P3: Comparison of marketing mix of two organisations.............................................................6
M3: Different tactics applied by organisations to demonstrate how business objectives...........7
LO3: BASIC MARKETING PLAN................................................................................................7
Executive summary.....................................................................................................................8
About the company:.....................................................................................................................8
PESTEL analysis.........................................................................................................................8
SWOT analysis............................................................................................................................9
Marketing objectives:..................................................................................................................9
Segmentation, targeting and positioning:....................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCE................................................................................................................................11

INTRODUCTION
Marketing functional is responsible for advertising organizational products and services to the
customers so that it is able to achieve high level of work productivity and ensure that company is
able to achieve an efficient economic growth. Morrisons is the chosen organization for the
analysis in this report. Morrisons is one of the largest supermarket chain of UK which tend to
provide wide range of groceries and general merchandise to the customers. Evaluation of roles
and responsibilities of marketing function is done in this report, with that analysis of
responsibilities and role of marketing in wider organizational context is analysed in the report.
With that evaluation of several ways through which organizations tend to implement concepts of
marketing mix for achieving organizational goal is also done in the report. Development of
marketing plan is also done in the report for the purpose of achieving organizational objectives.
MAIN BODY
Marketing functions and its key roles and responsibilities
The responsibility of the marketing function is to operate many operations in an organization
which will allow the company to have increased level of productivity. These are the different
organizational functions which are used for playing as the marketing functions,
Employee Training :
The responsibility of the marketing department is to analyse the trends in the market and
also be able to analyse the trends which are present in the market for their analysation and
evaluation of work capabilities of Morrisons. The differences which occur in the trends
influences the organization to train the employee so that they can fulfil the organizational
requirements later. In this process the marketing functions are needed to make sure that the
organization and its expenses are all controlled due to the excessive capital investments. The
increase in the capital investment in the employee training thus creates a noticeable impact on
the economic growth of the company (Sanclemente-Téllez, 2017).
Market strategies :
For the marketing functions it is important top ensure that they are able to attract into
different range of customers towards the organization so that they can make sure that the
organizations sales are increasing. It is considered as a very important step in the marketing
department as it is known as the implementation of different creative and marketing strategies.

This company is able to increase its engagement by mixing the integrated approach of both the
traditional and digital marketing.
Taking customers feedback :
In this company Morrisons the marketing department observes the marketing trend in a
way that it is able to improve its product and its placement for the services towards the
customers. With the help of this operation the organization is able to understand the needs of the
customers and the areas in which they need to make improvement. This allows the company to
make improvement in the weaker segment of the customers (Nguyen and et.al, 2018). Most
organization like spending their capital on the customers feedback department so that they can
retain customers and also build positive relationship with them.
Monitoring market trends :
For the marketing department of Morrison it is important for understanding the changes
in the marketing trend of the market so that they can improve the products and services of the
company. This is important because there are many competitors of the company which are
competing in the market. This allows the company to fulfil the requirements of the customers so
that they can achieve higher levels of productivity in their operations. Capital investment in the
monitoring of the market comes in very handy for the organization (Tassinari and Maccarrone,
2020).
Establishment of inter organizational relationship :
One of the most important role of the marketing function is that it allows the organization
to develop effective relationships with other competitors of the market. This allows Morrison to
introduce new collaborations, products and also brand deals. This is a very effective strategy for
the company as it increases the customers base of the company. With the help of this step the
marketing function of the organizational employees are also improved and it empowers and
teaches them to learn new skills and techniques. This is the reason why organization chooses to
invest their capital in inter organizational relationship (Stankov and et.al, 2019).
Marketing roles in marketing environmental context
The marketing department is responsible for providing many creative and ways for
ensuring whether the customers are able to fulfil their requirements. This is also considered as
one of the effective ways in which the growth of the economy is maintained. This allows the

marketing department to ensure about the quality, quantity and the price establishment of the
product. It allows the organization to increase their profit margin.
Marketing role in wider organizations
Marketing with R&D :
It is important for the marketing department to have a close and developed research in the
department which allows it to come directly in the contact of the customers of the organization.
It helps the marketing department to make sure that the products are capable enough to fulfil the
requirements of both the customers and the stakeholders (Shane, Murad and Freeman, 2018).
With the help of this Morrisons is able to surpass the expectations of the customers and also for
the managers to achieve a different level of customers satisfaction.
Marketing functions in finance departments :
The finance departments and the marketing department require working together very
closely so because the marketing department is able to gain high customers. The finance
departments has the responsibilities for ensuring that the company has efficient economic
background and for making a small budget towards the activities so that they have high budget
for their marketing activities. This is the reason due to which different departments are involved
for making marketing strategies and decision (Walton, Petrovici and Fearne, 2017).
Production and marketing :
It is important for the marketing department to develop new and effective marketing
strategies which will help it to achieve increased levels of customer engagement. Morrison uses
this to enable itself for targetting a particular audience for achieving efficiency in sales. In this
production department of the organization plays and important role as they are the ones which
are responsible for providing quality products to the customers. Products quality is one of the
best methods of marketing. Therefore, this is how this mixed approach is considered to be
effective for the organization.
Marketing with HR :
The role of the HR department is also very crucial as they are responsible for
development of the culture of the organization. This department is important for recruiting and
training of individuals. This is how the organization makes sure it is always hiring talented
individuals. The market demand of the company increases as it develops a strong culture. This
makes the company a desirable opportunity for the individuals they hire (Naeem, 2020).

Interrelation between different departments
For the relationship between the different departments it is important for the company to
have good communication in their organization. It allows the organization to provide new and
rare products in their market. This makes the analysation of the latest market trends easier for the
organization. The main benefit from the interrelation between the departments is that it allows
the company to operate properly and effectively.
LO2: USE OF MARKETING MIX TO ACHIEVE OVERALL BUSINESS
OBJECTIVES
P3: Comparison of marketing mix of two organisations
Marketing mix of every company is defined as the tool that identifies the factors that are
associated with the different strategies (PANDEY, B.C., 2017). This strategy of marketing helps
a company analyse where it stands and what is its growth trajectory in the coming years.
Morrisons is considered to be one of the leading Supermarket chains in the United Kingdom by
being a value lead grocer which is focus on Fresh Food. the company to successfully establish its
name and fame is because of these strategies that are employed and adopted by the management
of the company in order to carry out operations. The comparison of two market mix of
organisations will help to analyse which one will deliver a productive result and which can be
opted for retailing industries. The two companies that are opted for comparison of their
marketing makes our Tesco and Morrison.
Elements of mix Morrisons Tesco
Product Provides high quality and
fresh food
Provides wide varieties of
groceries that are useful for
households
Price The company uses premium
pricing strategy
Provides lowest price goods
by maintaining quality
Place Having a physical presence in
660 stores all over UK
Operates in 6900+ stores all
over
Promotion Promotion is done through the
Morrisons farming program
The promotion is done
through advertisements that

circulate in television.
M3: Different tactics applied by organisations to demonstrate how business objectives
The most important factors that are associated with Marketing mix are product, promotion, place,
physical evidence, process and people. There are different types of marketing mix and the two
types that are regularly used are for the marketing mix and 7P and 4P. These elements will bring
growth to the company and in the sector that the organisation is operating. The different elements
that are listed in these tactics are said to be carrying each criteria which is very important in
determining the value of the company. On evaluating these tactics the organisation's business
profitability will be increased in a productive manner.
LO3: BASIC MARKETING PLAN
The successful marketing plan will determine the growth of the company in the coming years.
The marketing plan of the organisation Morrisons is as follows:
Executive summary
Marketing plan is like a blueprint of the organisation that consists of all the Essentials right from
the direction in which it is moving ahead and also includes the goals and targets that are to be
performed in the coming years.
About the company:
Morrisons company is regarded as one of the fourth largest Supermarket chain in the United
Kingdom. Morrisons company is known for its Fresh Food Supply to the customers which has
increased its fame to a double of that of the previous one. It is currently competing with one of
the largest supermarket chains which is the Tesco trying to evolve globally and to expand its
business to all the remote areas and to serve many customers (Wu, Y.L. and Li, E.Y., 2018). The
company's overview contains the situation analysis the marketing mix, STP and many other
factors which will bring forth the strategies that are adopted by the company which made it one
of the best Supermarket chains in the United Kingdom.
PESTEL analysis
Political factors:
Political factors are the ones that will impact the company in the way they are to be. The major
factors that will impact the company Morrisons is the change in government.

Economic factors:
Economic factors of the company depend upon the government of operation. The company will
get effected by the inflation rate and the foreign exchange rate.
Social factors:
Social factors are the ones that are associated with the societal implications. The company
considers the factors like the demographics and the societal wants to provide the customers.
Technological factors:
The company is moved by the increase in technology by providing the online shopping facilities
to its customers.
Environmental factors:
The environmental factors that will impact a business include the weather conditions and the
transportation.
Legal factors:
The legal factors that will define the company prospects include the ones that contain the
employment law and the other legalities associated.
SWOT analysis
Strengths:
The strength of the company is its performance and the customer approach. The fresh food that is
available made it one of the best competitors.
Weakness:
The company’s weakness is its profitable ratio which is much less than many companies in the
retailing sector.
Opportunities:
The new environmental policies of the company will bring about great opportunities to the
company.
Threats:
The rising pay level and the competition are regarded as the major threats of the company.
The PESTEL and the SWOT analysis will help to determine the growth of the company and the
ways that can be adopted in order to win across the atrocities.

Marketing objectives:
the marketing objectives with regards to the company Morrisons deals with the expansion of the
business into new locations where they can increase the market share by two to three person
return the year. in order to provide better customer satisfaction the company moves forward with
the targets and the objective is to develop different strategies to meet customer demands.
Segmentation, targeting and positioning:
Segmentation targeting and positioning will help to analyse how to treat customers based on
satisfying their needs upon identifying the factors that can made their demands. Segmentation is
done in order to make use of the products and also provide the customers with whatever they
would like to purchase. Segmentation is basically done by up on the demographics and the
lifestyle of the people wear status is also considered to be one of the major criteria. The
Morrisons company provides all the products that are useful for domestic use therefore it
considers the age group of people and provides the products based on them. Targeting of the
company Morrisons is with regards to a better growth in the coming years where the can increase
the number of shares and purchases. The company focuses upon expanding globally and to reach
greater Heights by expanding into many countries. Positioning of the company is based on the
number of targets that the company has where the customers and the destinations will define the
company's position in the market.
CONCLUSION
The entire report concludes upon explaining about the marketing essentials concept that with
regards to the company Morrisons. The report deals with different functions of the management
that will explain the roles and responsibilities of marketing. The use of marketing mix and its
importance is being explained. Marketing mix will help the company upon building the strategies
with all the tactics to strive for excellence of the company. Marketing functions different roles
and responsibilities also play importance in business and as the different functions are
interrelated with various department in the company that why marketing affect all over the profit
of the company. As above mention various marketing strategies such as marketing mix are
beneficial for the company because it provides competitive advantages to the company and the
competitive advantages help company to rise their profit in the industry and help Morrisons
company to create their brand name in the industry It also beneficial for the company to increase

productivity and profitability of the company. Although marketing essentials and marketing plan
are help company to fulfil their objectives and beneficial to achieve long term and short term
goals of the company and marketing plan also help company in their sustainable growth of the
company.

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