Marketing Essentials 1: Analysis of Morrison's Marketing Function

This report provides a detailed analysis of Morrison's marketing strategies, encompassing essential elements and their interconnections with other functional units. It explores the roles and accountabilities of the marketing department within Morrison's advertising environment, examining market environment factors. The report also delves into the development of a strategic marketing plan for Morrison's, covering market planning, information gathering, pricing, and product distribution. It further investigates the interrelationship between marketing and other functions like finance, human resources, and production, including the advantages and disadvantages of each unit. The report concludes by assessing how the marketing function helps Morrison's survive within a dynamic market, highlighting the importance of understanding consumer behavior and adapting to market changes.

Marketing Essentials
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Important components of marketing function and their interconnection with other functional
units........................................................................................................................................3
TASK 2............................................................................................................................................7
Accountabilities and roles of marketing department in regard to advertising environment of
Morrison’s..............................................................................................................................7
TASK 3..........................................................................................................................................10
Development of strategic marketing plan.............................................................................10
CONCLUSION..............................................................................................................................16
RECOMMENDATION.................................................................................................................16
REFERENCES..............................................................................................................................18
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INTRODUCTION
Marketing in world of business is consider as practice of generating brand awareness,
purchase or repurchase products, consideration and preferences for a specific service & goods
through consumers driven benefits, packaging and promotions (Makrides, Vrontis and Christofi,
2020). This term comes in broad variety of flavour based on media platform, target segments and
ventures.
It defines as act of developing excellent relationship with every individual person that
shows their interest in particular goods or a brand (Rather, 2019). This is two way interaction
sources through which companies by using and influencing social media platforms offer products
and services in effective manner.
In simple word, marketing is procedure of getting those people who are highly interested
in firm’s items, it can happen via market analysis, investigation and comprehending companies’
potential buyer’s interests. The current assignment will be based on Morrison’s, which falls
under category of leading supermarkets in the United Kingdom. Chosen company makes better
progress on six priorities, its mission is to cater and share business to business knowledge in
context of making people able to succeed in venture (Guo and Wang, 2019). This study will
explain roles & accountabilities of marketing function in regard to selected firm. Furthermore, it
will define marketing mix element apply by firm, relation of promotion function with other units
and will also justify basic marketing plan for organization.
TASK 1
Important components of marketing function and their interconnection with other functional
units
Elements of marketing function-
It is specialized activity performed in field of marketing; this function is one of the most
important functions of company and essential to take products from place of basis to place of
utilization. It comprise varied elements that workers of this department can use-
Market planning-
It is the best and useful element of marketing function that helps company to get desire
outcomes in systematic manner. It is a procedure of managing and defining advertising goals of
Morrison’s & collecting strategies to achieve them. This component consists of examining
current situation and data about promotion chances, forecasting and developing effective
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planning as well as creating marketing tactic. This element can interrelate with HRM as
functional unit of supermarket because human resource manager to promote vacancies
coordinate with marketing department, who are able to develop a marketing plan.
Market information-
This component works significantly in term of gathering data or information about
current market needs and preferences. With market research as management practice,
organization could be able to discover target segment and obtain profitable opinions from local
people about their interest in grocery and any other products (Khojaeva, 2020). It gives important
data to marketing manager, which they can share with production as well to allow them produce
goods according to buyers needs that is actually very important to do.
Pricing-
It is a wide component of marketing department as it identified how much of each item
customer purchase and how much supermarket makes. Workers performed his or her role in this
function, set appropriate price for each product which make people able to purchase them from
supermarket. This force is relate to finance as functional unit of chosen brand, for example, to set
cost of products, marketing manager need to coordinate with accounts department who is
accountable for overseeing money relate matters of company.
Product distribution-
Along with above elements, it also play vital role in context of Morrison’s by providing
better quality products and services to each customer (Putsenteilo, Nyanko and Karpenko,
2018). It’s a procedure of making item accessible for target segment who needs it and seek to
purchase. Product distribution as marketing function element can be done by marketers of
supermarket by using distribution and indirect channels. It increases effectiveness of promotion
and aid to reduce price of transactions of products.
Interrelationship between marketing and other functions of Morrison’s-
There are varied operational and functional units performed within Morrison’s, which
enables supermarket to obtain competitive edge, few of them are;
Finance with marketing-
Both are two different department of company, who work together in order to achieve set
aims and objectives of business. For example, marketing manager to create an advertising plan
for products or services promotion, this is quite beneficial for firm in term of increasing their
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productivity and profitability even better than competitors like TESCO, ASDA etc. Finance
manager is accountable to provide money to other functional units like marketing, according to
needs which in return cater benefits to venture (Ngo, Lohmann and Hales, 2018). For product
promotion, selected unit communicate with account administration in context of money, that is
requires to advertise things in market.
Human resource management relation with marketing-
Collaboration between two or more department is very beneficial for Morrison’s as it
help them to achieve great success and boost growth of company within retail industry. For
example, marketing & HR managers coordinate with each other because human resource
management want to hire skilled people which are possible when marketing team develop
advertisement. As it lead to gain attention of talented candidates who seeks to grab the best
employment opportunity. With appropriate promotional tactics, workers drive experienced
person towards firm, where he or she get specific job role based on skills and abilities. This
interrelation is important because their collaboration supports to sustain within sector for longer
period of time.
Production interrelate with marketing function-
With this coordination supermarket gets a lot of benefits in form of improving quality,
increasing customer base, and profits margin more than business rivals, who operated businesses
in similar industry (Ashnai and et.al., 2019). Manufacture department coordinate with marketing
team to tell them what it takes to produce product and how added features modify production
period. This coordination is really very significant in company because help to satisfy target
customers & gain attention of new one. By working together, both departments drive sales of
supermarket even better and generate revenue as well. All these things define the importance of
interrelationship between these functions for Morrison’s.
Advantages and disadvantages of each unit to marketing function-
Basis Advantages Disadvantages
Production unit Advantage of this unit affects
marketing department
functions and practices in
positive manner. For instance,
production team is able to
The overall schedule of this
unit is very complex that
impact promotions activities
of firm negatively. It leads to
delay in marketing process
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manufacture good quality
items that allow marketing to
generate awareness about it in
market, in front of potential
buyers.
and consume time as well to
prepare.
Human resource department The best thing about this
department is that it helps to
strengthen workforce within
Morrison's and build strong
teams of workers who are
capable to conduct market
research while performing in
marketing department. HRM
support to increase operational
efficiency of other functional
units by hiring people for
them according to
requirements.
Time consuming practice is
the main disadvantages of this
unit that may be to marketing
department. For example,
when human resource
department take time to recruit
people and select them, it
impact work of HRM if they
need more applicants on
urgent bases.
Finance unit It easily identifies the needs of
other departments for finances
to achieve goals of
Morrison’s. For example,
finance department quickly
determine money relate need
of marketing function which
permit them to generate
awareness about quality items
(Bell and et.al., 2020). This
advantage of finance function
influences other one
positively. They also support
Drawback of finance function
is that they take a lot of time
to recognize and detect overall
need of marketing and other
functions as well in regard to
money. They follow rules and
process, which consumes time
that may be impact product
marketing process delay.
Identification of actual
requirement for finances is not
always possible to determine
easily.
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promotion act in context of
decision making.
Marketing function help Morrison to survive within dynamic environment-
From above discussion, it can be assess that marketing function help Morrison’s to
survive within complex marketing atmosphere, where competitors are attempted to grab
competitive edge. By attracting more new buyers towards purchase and retaining existing ones,
current function support firm in term of sustaining within complex environment and allow
increasing profitability (Takahashi and et.al., 2017). Through unique and attractive
advertisement, applicants permit supermarket to reach at global level by gaining attention of
business investors who seek to invest within profitable brand like Morrison’s which in return pay
more than investment. It helps to build strong image of company within target marketplace. The
role of marketing department is to conduct detail research in market about current trends and any
change relate to customer’s needs. This practice help organization to beat their rivals by
providing appropriate items and delivering directly to target group of people. By improving sales
procedure of firm, they help to survive within retain industry where business environment is
quite dynamic. The main accountability of marketing function is to known purchasers and
especially buyer’s feelings, because it makes them capable to satisfy all of them appropriately,
that is beneficial for venture growth and success in present situation.
It has been critically analysed that marketing department by working with other
functional department increase productivity of Morrison in effective manner, but it bring
challenges and high pressure for applicants who perform daily work at company. In term of do
extra work to recruit skilled people on emergency note.
TASK 2
Accountabilities and roles of marketing department in regard to advertising environment of
Morrison’s
Market environment-
This term refers to external and internal forces that directly or may indirectly impact
businesses decision making procedure related to marketing practices (Ibrahim and Harrison,
2020). It can be said that, internal element are within manage of a company’s; whereas external
ones could not fall within their control. It is characterized in recent time by different features.
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Market environment in context of roles & responsibilities of chosen function-
Current marketing environment comprise varied factors that affect accountabilities and
roles of advertisement staff in Morrison's. The most important role of marketing department is to
promote mission statement and venture of supermarket in market, where each buyer belongs to
different culture and also have diverse need. In context of this concept, skilled applicants of
chosen department work magically, they plan to conduct market research and analysis that help
to gather a lot of data about what culture potential consumers follow (Bode and Geiger, 2020). It
makes candidates enables to develop marketing plan accordingly, which could not harm culture
and values of people. Investigation helps company define opportunities and target markets as
well as also aid management understand how their goods can perceive. Buyers are the strength of
business, in order to get great success for supermarket; marketers need to understand consumers
and their relation to grocery, apparel and other items.
Another role of marketing department is to create appropriate content for goods
promotion in profitable market (Wang and et.al., 2019). Organization webpage is the first place
where buyers go for collecting information about business and their products, which is actually
quite normal and important practice to do. Marketing department and its team member’s role is
to develop effective web content that provide full info to people who are interest purchase
grocery products from Morrison’s supermarket because of its brand image and reputation in
market. It generates more web traffic, which in return increase revenue and profits for company
in effective manner.
Marketing department is responsible in context of market environment is to monitor
social media accounts of Morrison's because it allow workers to identify how many people like
their products and respond advertisement content. They can identify who much their
competitor’s social media account drive consumers towards. It permits marketing team to
manage & maintain supermarket social media pages much better than other supermarkets.
In market environment, competition level between existing organizations operated within
retain sector is high. At that time, chosen brand marketing department perform effectively by
developing external communications sources for business. This unit is accountable to develop
excellent ways for applicants through which he or she can communicate with target customers by
using social media pages. It helps them to identify buyer preferences, dislikes and needs in
effective manner that is essential for marketing team to do.
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Marketing atmosphere in relation to marketing function-
Marketing environment consists of macro, micro and internal environments that affect
role and responsibility of Morrison’s advertising function. For example, department need to work
according to vision of company which is include in internal environment of firm. It allows them
to gain several benefits for business and boost brand image in market effectively. They create
advertisement tactics after consider vision of organization (Gródek-Szostak and et.al., 2019).
Furthermore, it can be analysed that marketing department by working with other functional
departments create positive work culture at workplace, which in return increase motivational
level of staff members in effective manner. Interrelationship between all functions and their
workers allow marketing to play their vital role as they help to reach at international level.
Identify buyer needs is an example of marketing department role, which make company
able to satisfy each of them successfully without making any mistakes that can put negative
impact on its market image. Workers determine current needs of people and then create content
accordingly that help to retain potential buyers. In recent time, consumers change his or her
lifestyle according to trends that also affect their decision making process. So marketing team
analyse this thing as well.
Marketing department of supermarket role is analyse competitive environment of market,
where competitors are ready to give tough competition by using the latest social media
platforms through which they generate businesses awareness. In context of this situation,
applicants must develop excellent content that is totally different and unique from rivals, which
in return gain attention more attention of buyer rather than before.
Chosen function of Morrison’s by using advanced technologies relate to marketing boost
operational efficiency of firm even better than other organizations. It can be considered as
technological factor that enables marketing department to create effective advertisement and
use digital marketing tools that generate web traffic. For example, social media promotion via
Facebook, Twitter and Instagram is one of the best technologies that marketer can use to promote
products in selected market (VONGURAI, 2020). It enhances practices and actions of function
in positive manner in term of reaching at non target market to turn them as potential buyer and
retain for long. Along with this channel, video marketing are emerged technology also support
marketing function for advertising each item and services in market.
External and internal elements impact Morrison’s-
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It can be critically evaluated that technology factor put positive impact on Morrison’s
business growth and success in term of maximizing profits, sales and revenue effectively. It also
helps to obtain desire outcomes on timely manner. It aid to establish strong social media
presence of supermarket in competitive business world. The best positive aspect of this factor in
context of company is that help to publish each information via blog that most of people read
daily and it set positive image of brand in minds, which drive them towards buy. Blogging is the
best way to nurture and engage online customers. It is the most appropriate place to share content
related to range of items. It helps to build strong brand reputation of supermarket.
Customers are the main stakeholder of companies because they support to increase sales
level and profitability. As external factor, consumers put negative impact on supermarket as their
changing needs drive management toward modify current marketing practices and strategies. It
also impact production and supply chain functions of Morrison’s in negative manner. Due to this
element, company and its administration experience many difficulties because they need to
change everything according new demand of people which is not possible within short term
period. It require a lot of time to do everything properly, like manage inventory as per buyer
needs and restock food items which customer seek to purchase (Vinayak, 2020). Firm must
consider entire change and then take decision to do further action, which is quite time consuming
activity. But it can be put positive impact when company effectively determine individual need
and hire people who can help to manufacture products exactly like people wants from chosen
supermarket. It contributes increase customers base and sales greater than before.
Organizational culture and value are factors of internal environment that affect
Morrison’s in positive manner. Collaborative practices at workplace create positive culture that
boosts productivity of all departments. It allow everyone to share creative and innovative ideas
with marketing team, in which one of the best they can chose and then use for further benefits in
marketing environment. It also aid increasing applicant’s capabilities and knowledge level.
Information and ideas shared more effectively when staff communication and coordinate with
each other across departmental & functional lines that can have positive effect on performance of
business.
TASK 3
Development of strategic marketing plan
SMP-
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Strategic marketing plan is a process that helps supermarkets like Morrison’s to
determine their aims and then develop strategies to achieve them. It include goal and objective
setting, examining external as well as internal business elements, track plan progress and
implementation of tools. Here, this plan has been developed in context of chosen supermarket.
Executive summary-
Marketing is the key element of success and growth of business, management in every
organization has focus on improving their practices relate to this term, which is actually quite
helpful and beneficial. Morrison’s wants to become a global leader within retain industry, for
which they efforts a lot and work hard. With strategic marketing plan, organization has attempted
to gain all benefits by applying marketing mix concept. Furthermore, through different
monitoring tools firm has monitored success of its plan and also analysed their effectiveness. All
the workers in supermarket had work and conduct each activity under fixed budget plan.
Goal setting-
The main aim of Morrison’s strategic marketing plan is to gain all the advantages of
competitive business environment, which make them able to become a international leader
within its industry.
Situational analysis-
SWOT analysis-
Basis Description
Strength Efficient supply chain and effective distribution network define current
situation of supermarket (Han, Caldwell and Ghadge, 2020). With this
strength organization beat their competitors operated in retain industry.
Weakness The weak point of this company is that it has limited geographical reach,
which is less than some other big supermarket like TESCO, Aldi etc.
Opportunity International expansion and technology advancement are one of the biggest
opportunities for Morrison’s that supermarket has been grab in order to
boost their business productivity and performance in effective manner.
Threat It can be analysed that market share of competitors are increased that can
affect profit margin of organization in negative manner.
With the help of this model, it has been analysed that Morrison’s has faced problems due
to intense competition, but still it performed in retail industry appropriately by using advanced
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technologies and considering acquisition. It define situation of its venture and capabilities as
well.
Target market and segmentation-
Segmentation-
Morrison’s will use demographical segmentation tactic to target their consumers that is
women’s aged 20 to 55, because female take all decisions relate to grocery, home furniture etc,
at home or in the office. United Kingdom is a diverse cultural nation, according to this
supermarket will set their overall marketing tactics and divide its market base on gender, age,
race and other components of chosen segmentation strategy (An and et.al., 2018).
Targeting-
It includes segmenting market, selecting which segments are right, and identifying goods
that will be provided in each target segment. Supermarket, target women’s to sell their products
from all categories. They segment market by using demographical strategy base on above
factors.
Positioning-
Morrison’s set their business position in market by using the best social media
applications or platforms. It helps to set positive image of brand in minds of each buyer in
systematic manner.
Marketing objectives-
 To gain attention of new consumers towards purchase of grocery and other products
offered by Morrison’s
 To generate social media page traffic.
 To increase brand awareness worldwide.
 To reach at global level and enter into new profitable market.
Tactics relate to marketing-
Marketing mix Morrison’s TESCO Comparative
advantages
Product Good quality item and
services are the main
components of Morrison’s
success within retain
This supermarket
instead of product
development action,
focused on product
The advantage of
Morrison’s tactic
relate to goods is that
it improve quality of
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industry. It helps to satisfy
target market and attract
new people as well. To
achieve all dreams or
objectives, organization as
compare to other brands
highly focused on product
development procedure.
differentiation, which
is quite beneficial for
business in term of
maximizing sales and
profits even better.
each item
appropriately and add
value for customers
that is important for
supermarket to do.
Price Another factor that gain
attention of customers and
add value for them is
product price. Morrison’s
can use premium pricing
tactic instead of other ones
that can be use by TESCO,
because it is profitable for
business.
This organization can
use low pricing
strategy, through
which each product
can be sell out in
market with
affordable prices that
attract people
especially women’s to
purchase as they seek
to buy quality product
under budget.
The best thing that
Morrison’s will gain
with pricing tactic is
that people consider
premium prices more
better than low as they
think that less price
consist poor quality.
Place Morrison’s manage their
distribution centre and
inventory in effective
manner across UK with
around 118,000 workers.
They develop geographic
presence of supermarket as
place or distribution
marketing mix tactic.
TESCO as compare to
chosen company
employs two major
channels of
distribution as
marketing strategy for
their products, offline
and online. It helps to
reduce costs and
wider consumer
reaches.
Instead of exit
strategy, chosen brand
will focus on
managing their
logistics as primary
activity of value
chain, which gives
them a great
opportunity to reach
globally.
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Promotion The most important part of
marketing mix is
advertisement, it help a lot
in different terms. For
example, Morrison’s can
use social media platform
along with traditional
marketing techniques as
well. They can develop a
plan to offer discount on
each product purchase and
then promote it on all digital
marketing tools.
TESCO can use
television, sponsors
charitable events and
radio as marketing
tools, which are quite
different from its
competitor strategy. It
contributes to
generate brand
awareness.
Competitive benefit of
Morrison’s approach
is that it supports to
reach at middle and
high class people who
are able to purchase
quality goods and
those who seek to
buy.
People Management of
supermarket can create job
chances for local people
because they known
individual more than
manager. It helps in
business growth because
they can be part of society
and understand other needs
effectively.
On the other hand,
TESCO instead of
recruitment give
training to existing
workforce which
allow each of them to
boost level of skills
and then use to
increase productivity
level.
Advantage of
Morrison marketing
strategy is that it saves
money from extra
effort in context of
market research and
permit manager to
identify target market
demand easily.
Physical
evidence
Morrison’s can show their
physical presence in the
world in front of customers
and other people by
developing outlets where
people can reach and buy
what he or she wants.
TESCO can create
their web page where
all information about
goods and seasonal
offer will be posted. It
shows the existence of
company in retain
industry.
Morrison’s with
selected tactic will
gain competitive
advantages by
reaching at those
people who are not
social media users and
believe on self
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observation by visit
outlets.
Process Firm can chose to offer low
price on permanent stores
and make outlets easier
place to shop after reduce
extra and unnecessary
things.
TESCO can speed up
their billing services
that is different
approach company
can do to satisfy
buyer.
By reducing
unessential things at
outlets Morrison make
shopping easier for
consumers where
people can see what
they want to buy.
Budgeting-
Resources Cost £
Market analysis 90 £
Recruitment of experience application 80
Training and development 90
Development of social media websites or pages 100
Use and implementation of digital marketing
tools
150
Product launch 200
Total 710£
Evaluation and control-
Morrison’s management would monitor the success of their strategic marketing plan and
measure its effectiveness, by using Key performance indicator, benchmarking and also identify
gap between current & previous profits margin. The easiest and simplest way to do this thing is
profitability review. Management will determine progress in business revenue and sales, because
it allow them to analyse effectiveness of plan and its success after implementation.
Conclusion-
It has been identified that by developing effective marketing tactics Morrison’s
effectively gained all above objectives and specific aim successfully. According to planned
budget, applicants conduct each activity without making any kind of mistakes, they never waste
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accessible resources. With appropriate strategies, supermarket segment target market and drive
them in context of range of items.
It has been evaluated that by using traditional marketing tools Morrison’s has
successfully promoted its new discounts offers which make them able to gain attention of new
buyers which may be beneficial for chosen brand in term of increasing sales.
CONCLUSION
From above analysis, it has been concluded that marketing department by using all its
elements such as market research etc, performed effectively within Morrison's. They helped
supermarket to build top position in retail industry and also supported to gained competitive
advantages. This department contributed in context of obtained desire outcomes of company that
is maximized profitability and revenue. By managing social media sources and update key info
about products, marketing team aware buyer that organization offered great deals to them.
Furthermore, it has been summarized that by working together marketing, production, finance
and human resource functions achieved organizational goals.
It leads to improved flexibility of business, engaged workers and enhances performance
level at workplace. Interrelationship between all functions also improved quality of products and
services even better. It has been analysed that marketing team reached at target buyer by using
blogging and other social media platforms. Moreover, it has been determined that with
developed strategic marketing plan, Morrison’s achieved all their set objective and aims. They
applied all the elements of 7Ps model as compare to TESCO and after create appropriate
strategies. Everything has been done according to budget plan prepared by marketing and
financed departments. Overall effectiveness of process has been evaluated by using KPI and
benchmarking tools.
RECOMMENDATION
1. With strategic marketing plan, Morrison's supermarket must focus on other activities and
practices as well. It supports management to boost brand image and drive international
investor’s attention towards firm. Organization should reduce their carbon foot print by
taking part in corporate social responsibility as it help to build positive image in market
either international or national. Instead of plastic use, firm must use paper for product
packaging, which helps to save land and water from being polluted.
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2. Manager will spread this practice in all over the world by using social media pages and
accounts, where millions of buyer learn a lesson from it and also contribute to do same
act.
3. With above promotion tools, supermarket should consider the latest one as well and that
is Instagram, because it generates more web traffic and allows marketing team to reach at
target segment. Organization would gain benefits by using this tool for marketing
purpose, for instance it directly connect with buyer across multiple sources and boost
their promotion with UGC.
4. Supermarket must assure that each applicant have appropriate skills and knowledge about
how to deal with customers. Human resource management should develop a training
programme for existing and new staff members, which enables all of them to contribute
in dynamic marketing environment.
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