HND Business: Marketing Process & Planning at Morrisons Supermarket

This report provides an analysis of the marketing process and planning strategies employed by Morrisons Supermarket, a leading supermarket chain in the United Kingdom. It explores the concept of marketing in the 21st century, emphasizing the role of marketing functions such as pricing strategies, product management, promotion, and distribution channels. The report also examines the interaction between marketing and other departments within the organization, including production, finance, and research and development. Furthermore, it delves into the marketing mix elements (7Ps) used by Morrisons and compares them with those of a competitor, J Sainsbury Plc, highlighting the contribution of the marketing mix to achieving business objectives. The report concludes with recommendations for Morrisons Supermarket to improve their profitability through enhanced promotional techniques, wider strategies, and product management. Desklib offers a wide array of similar solved assignments and past papers for students seeking academic assistance.

Higher National Diploma in Business
Management
Unit 2 Marketing Process & Planning
The Marketing Concept,
Functions and Mix (Part 1)
Marketing Planning (Part 2)
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Table of Content
Part 1: Briefing Paper
1.0 Introduction....................................................................................................................................2
2.0 Concept of marketing with aspect to 21st century........................................................................3
3.0 Role of marketing function.............................................................................................................3
4.0 Analysis of marketing functions and interaction with other departments...................................4
5.0 Marketing mix and supermarkets..................................................................................................5
3.0 Contribution of marketing mix in business objectives...................................................................8
4.0 Recommendations..........................................................................................................................8
9.0 Conclusions.....................................................................................................................................9
References..........................................................................................................................................10
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1.0 Introduction
Marketing process is a sequence of steps which helps the organisation to
analyse different opportunities, identify the customers and strategic framework to
reach them (Al Abdulrazak, 2019). The purpose of this process is to create and
campaign the material which helps to foster their mission statements. Marketing
Planning is the method of identification and allocation of business resources which
are useful to achieve their organisational objectives. For examining concepts,
Morrisons Supermarket is focussed which is the fourth largest supermarket chain in
United Kingdom, having more than 490 supermarket stores in the country. The
company have 1,10,000 employees and headquartered in Bradford, West Yorkshire,
England.
This report is highlighting the concept and role of marketing in the business to
react in competitive market. It also describes that use of elements of marketing mix
is essential for business objectives. Additionally, it also covers marketing plan and
media plan.
2.0 Concept of marketing with aspect to 21st century
Marketing in 21st century includes set of activities used in a company to
deliver and exchange goods that have value for the customers and society. It is the
combination of traditional and digital channels to promote offerings which influence
prospective customers to purchase. In 21st Century, Morrisons Supermarket have
intense marketing management in their chain, who make grand marketing strategies
for their business. Their main focus is to amend, improve and extend the existing
policies and practices of the supermarket with the help of their marketing plans.
Morrisons compete aggressively in the retail industry as none of their competitors
have better marketing strategies from them (D’Andrea, 2021).
3.0 Role of marketing function
Marketing function is defined as set of process of managing, promoting and
distributing of goods and services to the customers. These are the key components
of marketing process which helps the companies to maximise their profitability. It
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plays very crucial role in every business because it creates utility among the
peoples.
In Morrisons Supermarket, marketing function plays very important role for grow
faster and for their expansion. In context to Morrisons Supermarket. Key roles played
by marketing function are below:
 Devise pricing strategies: It refers to way of charge consideration from the
consumers to whom goods are sold. In Morrisons Supermarket, it is role of
marketing function to devise pricing strategies by considering all production
costs and others costs that are involved in producing, selling and distribution
of organisational offering.
 Product management: It is the process of arranging and preparing the
product which is going to be delivered to consumers for their use. In
Morrisons Supermarket, marketing function is responsible for managing
product line and meeting needs of target customers. They manage all lines of
products according to their customer’s preferences.
 Promotion: It is the tool of marketing which helps all the business firms to
increase rank of their products and strategies in the minds of their customers
(Fill and Turnbull, 2019). In Morrisons Supermarket, the role played by
marketing function is to enhance brand awareness through making its target
audience aware about the business offerings. The marketing function uses
method of digital advertisements and direct marketing to promote the sales of
their products available in the retail markets.
 Distribution Channels: It is the source of distribution of goods from business
to their customers. Within Morrisons Supermarket, role of marketing function
is to transport all the products and services of company to end customers.
Due to the impressive distributing strategy, marketers of the supermarket
easily influences their supply in the industry.
4.0 Analysis of marketing functions and interaction with
other departments
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Marketing functions works cohesively, which helps management to frame
strategies for their organisation. They ensure purpose of marketing strategies, tools
and processes. Business can develop more targeted and productive marketing
campaign through these functions that leads to increase in sales and success in the
competitive market. It also works in accordance with different departments in
business organisation to accomplish all the activities. In Morrisons Supermarket
different departments make different marketing strategies to achieve their objectives,
which are as under:
 Marketing and Production Department: It is important for the production
department to frame strategies which coordinates products specifications,
capacity, and their attributes. Morrison Supermarket have different product
lines in the retail industry, which needs efficient marketing strategies to
satisfy current and future needs of customers. They ensure quality of items
and their designs specifications laid down by the consumers (Florido-
Benítez, 2021). The goal of production department's marketing of the
supermarket is to meet the customers’ expectations and enhance the
performance of the organisation.
 Marketing and Finance Department: Finance department only focuses on
managing the flow of financial instruments in the organisation. It also uses
the tools of marketing functions to influence positive outcomes of their
activities in the business. In Morrisons Supermarket, interaction of marketing
functions with this department is necessary to coordinate sales target or to
prepare budgets and cash flow forecasts. It also helps to ensure cheaper
source of funds and optimum utilisation of available funds in the
supermarket.
 Marketing and Research and Development Department: The work of this
department is to do extensive research and develop the product according to
consumer's preferences. Morrisons Supermarket have marketing department
which guides them to do strategic work for achieving best results in the
competitive market. Marketing functions influence improved product and
services that can increase the profitability of supermarket.
5.0 Marketing mix and supermarkets
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Marketing mix is the classification of all the elements of marketing which
works in co-occurrence with each other. The company utilise the tools of marketing
mix to achieve their organisational goals in the competitive environment.
Traditionally, the mix was covered by four elements of business strategies but later
on three more elements have been added to the mix then it becomes 7Ps of
marketing. In the retail industry of United Kingdom, J Sainsbury Plc is the rivalry firm
of Morrisons supermarkets and also using elements of marketing mix in different
ways as mentioned below:
ELEMENTS OF
MARKETING MIX
MORRISONS
SUPERMARKET
J SAINSBURY Plc
PRODUCT
It is most important
component of Morrisons
marketing mix, which helps
them to maintain high quality,
ease of use and different
sizes of their products in the
market. Their products are
fruits, vegetables, drinks,
clothes books, magazines
and many others.
Sainsbury also have wide
offerings for its customers.
Their products are bakery
products, ready-to-eat meals,
clothes, kitchen products and
furnishing. Due to similarity
among products of both
rivalry firms there is intense
competition between both of
them.
PRICE
Pricing is very crucial
decision for all the
organisations and Morrisons
Supermarket is using Low
price strategy in their
business. They also employ
competitive pricing strategy
which ensures their
customer's behaviour
positive to trade with them
Pricing strategy of J
Sainsbury Plc is ''the value
for money''. They use good
price discrimination policy as
per the product positioning.
Price is the determinant
which can attract consumers
and this supermarket is
taking benefits of price
strategies to attract
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(Gunawardane, 2022). customers in competitive
market.
PLACE
Morrisons Supermarket have
high importance on the
placement due to
convenience for customers.
This supermarket has many
company operated stores
and hypermarkets in their
distribution channel. They
also trade with e-commerce
channel to reach their
customers.
Sainsbury have more than
500 supermarkets and 700
convenience stores as their
place of distribution. Some of
their stores also provides
24x7 facility according to
their distribution strategy to
attract more customers. This
can be helpful for Sainsbury
to obtain competitive
advantage in the retail
industry.
PROMOTION
Morrisons Supermarket use
promotional tools to enhance
their image and strategies to
improve their performance in
competitive market. They
use digital marketing,
conventional marketing and
community influencers for
promotions.
Sainsbury use the
promotional strategies to gain
advantages in their sales.
This supermarket chain use
sales promotion, database
marketing and packaging to
enhance their growth.
PROCESS
The process of Morrisons
Supermarket is organised
and systematically arranged
in strategies to achieve
goals. They use perspectives
to train employees and
enhance their knowledge
and skills of work. Process
Sainsbury focusses on online
shopping process, which
helps them in their growth
and expansion. They have
millions of online customers
in their both business ( online
and offline), so they are
giving solid competition to
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helps Morrisons
Supermarket to maintain
qualities of products and
operations.
Morrisons supermarket.
PEOPLE
Morrisons Supermarket
generally focusses on
building and development of
peoples, who are directly or
indirectly in relation to their
business. They also concern
towards motivation building
of their employees by giving
them rewards and bonuses
(Yamoah, 2019).
Sainsbury has well trained
experts and professionals,
who are wholly concerning
on consumer's behaviour.
They introduced level 2 craft
skills apprenticeship for
fishmongers to enhance their
working capability.
Customer's preferences are
always given concern in
Sainsbury.
PHYSICAL
EVIDENCE
Physical evidence of
Morrisons Supermarket
includes bills, packaging,
designing, distribution
channels etc. of their
products. They includes
impressive packaging during
sales and their bill is detailed
with information regarding
price and duties charged on
specific product.
J Sainsbury Plc use physical
evidence tool very
impressively to gain
competitive advantage in
industry. They provides good
quality of basket to enhance
customer's shopping
experience and their stores
are designed as per the
needs of their consumers
(Nunan and Et. Al., 2020).
3.0 Contribution of marketing mix in business objectives
The marketing mix adopted by any business organisation provides a roadmap
that gives set of controllable tools which helps companies to produce a desired result
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from their strategic framework. Every business has their objectives; it can be of short
term or long term. So, with the help of elements of marketing mix both of the
objectives can be achieve successfully (Tadajewski, 2022). Morrisons Supermarket
use the tools of marketing mix to formulate strategies and achieve their
organisational goals in the retail industry. They compete aggressively with in their
supermarket chain with the excessive use of elements of marketing.
4.0 Recommendations
 Promotional Techniques: Morrisons Supermarket is very efficient in using
their marketing elements but, supermarket can improve their profitability by
performing fewer and more impactful promotions. It includes promotional
techniques like sponsorships, general newspaper advertisements, public
relations etc.
 Wider Strategies: Morrisons Supermarket can also improve their structure by
making wider strategies which includes competitive prices, concerning local
communities, concerning rural areas and many others.
 Product Management: Morrisons Supermarket have wider range of products
and supermarket is a place where customers come to fulfil number of wants.
So, supermarket can add more products to their product line which can
enhance their profitability.
9.0 Conclusions
Marketing planning is a process of framing plans and policies or to market the
right product with right prices and on the right time. Their elements have conclusive
significance in all the business organisations. The role of marketing can never end in
any company, it will be required during the whole life of business. Without marketing
strategies, one cannot achieve their objective whether they have excessive resource
or not.
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References
Al Abdulrazak, R. M., 2019. NATION BRANDING AND PLACE MARKETING.
Contemporary Issues in Marketing: Principles and Practice.p.363.
D’Andrea, D., 2021. From private label to co-branded credit card: an assessment of
the impact of a change in value proposition over customer value perception
and company value capture. Journal of Financial Services Marketing, 26(1).
pp.52-65.
Fill, C. and Turnbull, S., 2019. Marketing communications: touchpoints, sharing and
disruption. Pearson UK.
Florido-Benítez, L., 2021. International mobile marketing: A satisfactory concept for
companies and users in times of pandemic. Benchmarking: An International
Journal.
Gunawardane, G., 2022. Enhancing customer satisfaction and experience in
financial services: a survey of recent research in financial services journals.
Journal of Financial Services Marketing.pp.1-15.
Nunan, D. and Et. Al., 2020. Marketing research: Applied insight. Pearson UK.
Tadajewski, M., 2022. Marketing, synthesis and interdisciplinarity: reading with MJB.
Journal of Marketing Management.pp.1-16.
Yamoah, F. A., 2019. Fairtrade UK in Retrospect: From the Niche Genesis to the
Revelatory Mainstreaming Marketing Strategy Era (Late 1950s-Late 2000s).
International Review of Management and Marketing. 9(4). p.110.
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Table of Content
Part 2: Marketing Plan
Table of Contents................................................................................................................................11
1.0 Link of strategic marketing plan for organizational objectives, mission as well as strategies....11
2.0 SMART marketing goals............................................................................................................11
3.0 Marketing research...................................................................................................................12
4.0 A Situational Analysis...................................................................................................................12
4.1 Marketing audit and analytical tools............................................................................................12
4.2 Competitor analysis using market segments...............................................................................14
4.3 Sub-segments................................................................................................................................14
4.4 New product value for customers................................................................................................15
4.5 Marketing strategies applied to marketing mix...........................................................................15
4.6 Marketing budget.........................................................................................................................16
4.7 Tactical marketing actions............................................................................................................16
4.8 Appropriate control as well as monitoring measures including Return on Marketing Investment
(ROMI) along with Customer Lifetime Value (CLV)............................................................................17
5.0 A comprehensive media plan that supports the planned marketing campaign..........................17
5.1 A media budget.............................................................................................................................17
5.2 Recommendations for marketing budget....................................................................................18
5.3 Modes of communication.............................................................................................................18
5.6 Multi-media plan based on quantitative and qualitative aspects...............................................18
References..........................................................................................................................................19
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1.0 Link of strategic marketing plan for organizational
objectives, mission as well as strategies
Marketing plan is a road-map that provides right direction to the business to
create marketing strategies which helps them to achieve their common objectives
(Davari, and Et. Al, 2019). Strategic marketing plan is necessary in all organizations
to perform activities and to enhance their growth in the industry. Morrison
Supermarket, one of the largest supermarket chain in UK's retail industry having
broad objectives which requires strategic marketing plan. The plans help the
supermarket to generate leads and increase their sales in the competitive market.
They have objective as to make healthy food affordable and available for
everyone so, marketing plan helps them to frame strategies accordingly.
2.0 SMART marketing goals
SMART Marketing objectives focuses on the business efforts which increase
the chances of achieving their predetermined targets. Morrison Supermarket also
have SMART goals that allowing them to create track and accomplish objectives.
Their goals are mentioned below:
 To increase the sales over next three quarters by 40% over the same quarters
last year.
 To increase the same store sales by 25% using similar advertising budget.
 Improve customer's retention by 10% by using cross selling strategies and
offering bundled prices.
 Obtain 2000 new twitter followers by posting educational and industrial
material which can be useful for people.
 Frame publishing strategies to publish three blog post every week for 7
months’ duration.
 To generate 300 qualified leads per month in 2023 to implement targeted
PPC campaign.
 Double the website's traffic within next 8 months by writing good quality
content that can be knowledgeable.
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