Strategic Marketing Campaign for Morrisons PLC - MG529 Analysis

This report provides a detailed analysis of strategic marketing principles applied to Morrisons PLC, a leading UK supermarket retail store. It includes a comprehensive market analysis, covering market size, competitor analysis, and micro and macro-economic forces using SWOT and PESTEL frameworks. The report identifies key strategic marketing objectives for a proposed campaign focused on the ready-to-go meals division, aiming to increase market share and sales. Campaigning strategies are outlined, incorporating the RACE model (Reach, Act, Convert, Engage), a marketing roll-out plan, a Gantt chart for timeline management, and a budget allocation. Key Performance Indicators (KPIs) are defined to measure the campaign's success. The report concludes with recommendations for Morrisons to enhance its marketing efforts and achieve its strategic goals, emphasizing customer engagement and brand reinforcement. Desklib provides this and other solved assignments for students.

MG529 STRATEGIC MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Market analysis............................................................................................................................4
Identification of organization's key strategic marketing objectives for the campaign.................7
Campaigning strategies................................................................................................................8
RACE Model for the campaign ..................................................................................................9
Marketing Roll Out Plan..............................................................................................................9
Gantt chart..................................................................................................................................10
Budget .......................................................................................................................................11
Key Performance Indicators .....................................................................................................12
Recommendations......................................................................................................................13
CONCLUSION..............................................................................................................................13
REFERENCES................................................................................................................................1

INTRODUCTION
The element of marketing in a business organization means the process of promoting
one's goods and services to the larger consumer markets. On the other hand, the process of
strategic marketing management refers to the measures and guidance that the organization
provides in order to market its products successfully. This helps to target the selected audience
for brand promotion (Chernev, 2018). The report below will analyse strategic marketing and its
relevant aspects on the basis of UK's leading supermarket retail store 'Morrisons plc'. Morrisons
offers an array of products ranging from farm produced organic edibles, apparel, etc. The report
will include the company's detailed market analysis to determine its market size, competitors'
status, various economic forces, and stakeholder measurement. It will contain a roll-out
marketing plan for strategic implementation of the company's goals.
MAIN BODY
Market analysis
Market size
Market size refers to overall number of possible customers or buyers in the market for a
given particular product. The giant retail organization of Morrisons firm consists of more than
130,000 employees in approximately over 500 retail stores and has good market share in the UK
retail industry. The company consists of a broad range of retail products pertaining to either
groceries or homely goods. Almost every country has different tax rates, import rate,
unemployment rate, etc. which affect the company's stability in market. The changing in policies
impact affect the business sales and its market size eventually. Economic conditions never
remain same it will change according to market conditions. As Morrisons is a long-standing
company but it is still dependent around 30% of share of UK market. But sometimes economic
factors will be depended on the consumers spending capacity, demand and taste and preferences
of consumer. It mainly focuses on the advertising for its brand value in lieu of luxurious items

and all these factors determine its market size. The retail firm can market its products based on
its market size to increase its total share. (Tiemann, 2020).
Competitors' analysis
The above analysis of market size can be accurately illustrated through an organization's
competitor analysis which can be seen in the context of Morrisons company. The organization
industrial rivalry among the global and local food and drinks industry is extremely high. Within
the industry, there are a lot of factors involved pertaining to various functions like
manufacturing, high distribution costs, patenting, qualitative expenses, licensing laws, and more.
It is high for this industry due to high level of competitors and their counter products. The
company can curb this disadvantage by enlarging its customer base. The suppliers play a key role
in the demand and supply chain of the firm. The foods industry too like many others get affected
by the powerful position of suppliers. The company can benefit from being service oriented too
besides supplying consumer products as its new strategy. The retail-store has to tailor its
products as per customers' needs for gaining competitive edge (Shi, Sun, and Zhang, 2018).
Analysing micro and macro-economic forces affecting the organization
SWOT ANALYSIS
Strengths Morrisons has a good network of both traditional and digital
marketing platforms. With a well diversified market supply chain,
it is the largest buyer of British farm produce and is extending its
reach to more suppliers.
Weaknesses The company has a very low customer satisfaction level. Also, due
to some conflicts regarding the rights of British farmers it has
become unpopular thus negatively affecting brand image
(Benzaghta and et.al., 2021).
Opportunities There is an array of opportunities in the form of establishing a
strong online presence. It can boost brand image and business by
growing 'organic products' market.

Threats Changing laws are the main reason for the company's market
position. Its workers were very disappointed with low paid or
night shift and for no holidays on weekends.
PESTEL ANALYSIS
Political factors Located in United Kingdom with more than 500
retail stores, Morrisons properly adheres to
regulatory policies. But Brexit led to the fallout
of its overseas sales resulting in higher costs of
production and loss of international outlets
(Fosher, 2018).
Economic factors The economical factor can effect the company's
sales and profit. Increase in wages rate and
change in various tax policies which can directly
effect the economic growth of business..
Economic conditions never remain same it will
change according to market conditions. Rising
in the inflation rate will affect the companies'
product price.
Sociological factors The changing behaviour of consumers because
of preferential requirements in various trends of
product and customers choice variety of social
changes show their deciding behaviour. The
shifting trends in market demographic are
hampering the popularity of the organization.
Due to this the brand is now thinking of setting
up a new food division.
Technological factors The increasing technology created so much new
opportunity in jobs. As customers have shifted

to online shopping because it is easy to use.
Now the consumer avoids the long queues and
waiting in them due to Morrisons adoption of
innovative technologies.
Environmental factors The weather and climatic conditions also matters
for transportation of products. Some organic
product are available as per the climatic
conditions. There is lot of pressure on
companies from the government for
environmental issues so and according to google
search Morrisons has promised to reduce their
carbon footprint but 100% till 2050.
Legislative factors As per an analytical report the mentioned
company was sued for unequal pay of salary to
men and women . These type of issues can cause
the company's creditability to fade thus it has to
manage these type of legal mishaps for its '
reputation. Apart from this, the unfortunate
event of Brexit has led to a subtle decline in the
industrial market following which many trade
benefits have been severed.
Customer analysis/personas
Customer personas or analysis means explicit and all-inclusive representations of a
company's targeted audience. It is basically derived from an organizational consumer database
and is data driven in nature. Here the specifically aimed client base provides discernible insights
into product customization, improvement, and future development. Customers are the very
important stakeholders of the company without them Morrisons never exist. Customer choice,
taste, preferences, demand all are the want which the retail company try to fulfill every time.

Customers always want innovative product with good quality and lower price. Morrisons always
care of their customers need and provide there the best price to customer which they help to
increase its business sales and profit.
Stakeholder analysis
It refers to the process of enlisting and determining the role and involvement of members
of a specific project. Given below is a step-wise stakeholder analysis of the chosen company. Identify Stakeholders: The first step in the stakeholder analysis consists of enlisting of the
number of people who will be involved in a project prior to its beginning. This list might
include marketing staff, sales and product division, IT consultants, etc (McGahan, 2020). Grouping & Prioritizing: Once the potential stakeholders are shortlisted then the next
step is grouping them into different categories should be done. This categorization is
based on the aptitude of individual stakeholders in terms of their interest and levels of
influences in the project.
 Understanding & Profiling: The third step in this analysis process consists of
strategically mapping out which stakeholders fit the given types and categories within the
project operation roles. After that, a proper task communication plan can be
implemented.
Identification of organization's key strategic marketing objectives for the campaign
The marketing objectives of any given organization are laid down as strategic goals or
aims are required for the formulation of marketing campaign plan. In this regard, the main
objective for Morrisons plc entails devising a strategic action for the devised growth and
attainment of its established sales departmental goals and objectives by investing in the ready-
to-go meals division providing it a ranking among the top 10 swift-meal distributors. It will help
target a large customer base, increased accesibility, and rise of 10-15% sales.
Campaigning strategies
Reason of marketing campaign

The main motive behind setting up this marketing campaign is to achieve and enlarge
Morrisons customer base targeted specifically in the average class section. By aiming such a
consumer market the company will not only be able to attract their attention towards new
products but it will also increase its sales by around 10-15%. This unique marketing programme
is intended at reducing the high pricing strategy for a much better buying experience of the
public.
Market opportunities
The company's proper strategic positioning of its marketing gimmicks help to deliver
message easily to its target customers. Its helps to relate what kind of product is available for
which kind of people according to their gender, age, etc. Every single customer is divided,
segmented and categorized in different groups so it is easy to sell the products according to their
needs. (Iyer and et.al., 2019). Along with this the propose marketing campaign will be carried
out on various online platforms such as enhanced website with more CTA features and social
media platforms. It will create multiple market opportunities in order to achieve the established
goals and objectives.
Target audience
If seen in an overview the main USP of Morrisons retail organization is widespread and
convenient sales of fresh quality food across the United Kingdom. Also its major target market is
the household population. With the help of this marketing campaign the company aims to target
an all-inclusive customer segment especially including the youngsters and the middle-aged
population. Another aspect to this target audience is that the offered product 'ready-to-go market
street' fresh food fits the busy lifestyle of many. Thus it will achieve the customers' satisfaction
and will increase sales revenue.
General campaign message
The specified marketing plan for Morrisons plc has been formulated for the
reinforcement of a healthy brand image – one that makes the purchase of products for its
customers a worthwhile experience. Along with this message the company also expresses its
concern to integrate the local and global consumer entities.

RACE Model for the campaign
The RACE framework includes four major steps that helps a company in planning their
marketing activities (Jetter, Eimecke, and Rese, 2018). The RACE framework with respect to the
Marketing campaign of Morrison’s has been explained below:
REACH
In order to increase the reach of the products and services offered by the company, the
Morrison’s will make use of Instagram, Facebook and other traditional marketing channels that
includes televisions, billboards, hoardings, radio for the purpose of launching the marketing
campaign.
ACT
Here, the Morrison’s will determine the number of leads generated in the campaign and
the increase in the number of customers just after launching the campaign within the market. For
the same, the company will make effective use of Google Analytics in order to determine the
success rate of the campaign within the market.
CONVERT
The company will deliver the message of organic food at affordable rates within the
market (Saura, 2021). This will help the company in converting the leads generated into the
actual customers of the company within the market.
ENGAGE
In order to engage the audience with the company, The Morrison’s will conduct timely
feedback sessions in order to determine the needs and wants of the customers within the market
and thus, provide them with the same products in the market.
Marketing Roll Out Plan
The key information with respect to marketing plan has been provided below:
Channels
The Morrison’s will make use of different types of marketing channels such as social
media marketing channels, television, radio, newspaper, magazine in order to promote its
existing as well as the new products launched by the company within the market. These
platforms will help the company in communicating about the product offerings of the company
within the market (Olson, and et.al 2018). The marketing campaign will be launched specifically
on the social media marketing channels.

Timing
It has been determined that the particular campaign will run among the audience on the
marketing channels for a period of 3 months.
Gantt chart
Task Name Duration Start Finish Predecessors
Project Initiation 11.5 days Wed 3/2/22 Thu 3/17/22
Identification of
marketing objectives 3 days Wed 3/2/22 Fri 3/4/22
Outlining
marketing risks 3.5 days Mon 3/7/22 Thu 3/10/22 2
Establishment of
project scope 2 days Thu 3/10/22 Mon 3/14/22 3,2
Submission of
project proposal 3 days Mon 3/14/22 Thu 3/17/22 4
Planning 13 days Thu 3/17/22 Tue 4/5/22
Division of work 2 days Thu 3/17/22 Mon 3/21/22 5
Making strategies
regarding marketing
channels
4.5 days Mon 3/21/22 Fri 3/25/22 7
Creation of short
term measurable
goals
4 days Mon 3/28/22 Thu 3/31/22 8,7
Addressing
potential issues 2.5 days Fri 4/1/22 Tue 4/5/22 8,9
Execution 13 days Tue 4/5/22 Fri 4/22/22
Monitor and
control 3.5 days Tue 4/5/22 Fri 4/8/22 10
Adjust and update
tasks 3 days Mon 4/11/22 Wed 4/13/22 10,12
Communicate
between team
members
2 days Fri 4/15/22 Mon 4/18/22 7,13
Manage budget 3.5 days Tue 4/19/22 Fri 4/22/22 14
Closure 6.5 days Fri 4/22/22 Mon 5/2/22
Analysis of project
and final results 2 days Fri 4/22/22 Tue 4/26/22 15
Document project
closure 2 days Tue 4/26/22 Thu 4/28/22 17
Analyse project
performance 2.5 days Thu 4/28/22 Mon 5/2/22 17,18

Budget
Particulars Amount ( in Pounds)
Market research 800
Owned Media (Blogs) 500
Video advertising (YouTube) 600
Marketing Platform ( Hubspot) 420
Social Media Advertising ( Facebook) 500

Recruitment 500
Total 3320
Key Performance Indicators
In order to measure the growth and development of the Morrison’s and the success rate of
its marketing campaign, the company will make use of certain Key Performance Indicators,
which are explained below:
Conversion rate by marketing channel
It has been observed that for the purpose of increasing the lead conversion rate of the
company, it is important for the organization to determine and identify the marketing channels
that provides the company with the highest number of the qualified leads within the company
(Warren, and et.al 2021). The company should work in order to determine what works best for
them, for instance, sales prospecting, events, emailing or any other form of marketing and then
calculate the average conversion rate for each channel and determine the areas that needs to be
improved.
Cost per lead
The Cost per lead can be defined as the cost that an organization pays for the purpose of
acquiring a lead using the internet marketing. The Morrison’s will determine their cost associated
with each lead and thus work on it in order to minimise the same and increase the effectiveness
of the functions of the company.
Customer Lifetime Value
Another key performance indicator that the Morrison’s will use in order to determine
their success and growth will be the customer Lifetime Value. The company determines the
customer lifetime Value on the basis of the profits generated by each customer of the company
(Kemper, and Ballantine, 2019). This will help the company in maintain an effective relationship
with the customers and develop or introduce certain goals within the market that helps the
company in maintain the engagement of the key customers with the organization and reduce the
customer disengagement from the company.
Recommendations
In order to enhance the customer engagement within the Morrison’s, the company should
refer to the following recommendations.