Strategic Marketing Plan for Morrison's: Retail Industry Analysis

This report presents a strategic marketing plan for Morrison's, a leading supermarket in the UK. It begins with an overview of the retail industry, examining the impacts of Brexit and the COVID-19 pandemic, both positive and negative. The report then delves into Morrison's organizational structure, r...Read More

STRATEGIC MARETING
PLANNING

Table of Content
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Brief information about retail industry covering the impact of Br-exit and pandemic................3
Discussion based on organizational structure and required resources.........................................4
Environmental analysis................................................................................................................6
Corporate & marketing objectives of Morrison’s........................................................................8
Marketing strategy selection........................................................................................................9
STP Marketing targeting and positioning including global implications and potential
expansion globally.....................................................................................................................10
7Ps of marketing........................................................................................................................11
Implementation, control and evaluation.....................................................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16

INTRODUCTION
Strategic marketing planning is described as set of important actions, practices and
approaches that has been taken into considerations by many companies in order to gain
competitive edge and increase their sales even better than competitors. The current assignment
will be based on Morrison’s, which falls under list of leading supermarkets in the United
Kingdom and falls under category of the most popular grocery providers as well. The study will
explain brief information about current retail industry including the impact of pandemic and
Brexit upon it. It will define the organizational structure, key resources that require and
significance of environmental analysis. Furthermore, the report will cover pestle analysis and
justify corporate as well as marketing objectives of chosen company. It will define marketing
strategic selection in the context firm, STP and market targeting, positioning including global
implication & potential business expansion internationally. Lastly, the study will clarify 7ps of
marketing mix and methods in regard to strategic marketing plan implementation, control and
evaluation.
TASK
Brief information about retail industry covering the impact of Br-exit and pandemic
In the whole world, retail industry is considered as the most progressive and successful
sector, because of generated a lot of profits and GDP, which is quite beneficial of it as well as
government (Efstratiadi and et.al., 2019). It encompasses key and profitable brands that has
contributed to maximize productivity and profitability of retail sector, which in retail named it as
leading industry in the world. Along with offline, it starts offering its services and delivering
products online, which also contribute to increase profits margin even better than year by year.
Retail sector by offering quality products and managing inventory according to customer’s needs
and requirements attempts to enhance their satisfactory level. In the world of corporate, there are
certain factors existed that may put positive impact on it and some of them may affect
negatively.
Negative impacts of both factors-
For example, Br-exit and pandemic, both put negative impact on sales, productivity,
performance and profitability of retail sector and retailers like Morrison’s. COVID-19 decrease

sales of industry, because of lockdown. Local people are unable to reach at supermarkets or other
shopping centers, as they buy certain items from nearby grocery stores where limited goods are
available. Furthermore, Br-exit also put same impact on industry in term of decreasing sales and
operational efficiency, which is not beneficial at any cost (Portes and Forte, 2017).
Positive impacts of both elements-
On the other hand, at somehow Brexit and Pandemic may put positive impact on retail
industry in term of making UK brands more independent, as they may start selling or trading
their products across home boundaries (Elsayed and Abdelrhim, 2021). It may open new ways
for companies in term of business expansion. COVID-19 drive the attention of retail industry to
make better precautions regarding customers and workers by sanitizing outlets and each corner,
which enable them to build trustworthy relationship with target markets and other stakeholders
forever.
Discussion based on organizational structure and required resources
Organizational structure consists varied functional and operational departments that may
put positive impact on brand and drive its attempts as well as performance towards success and
unexpected growth in specific sector (Child, 2020).Morrison’s in order to grow its venture in
effective and productive manner, may follow hierarchical organizational structure.

Figure 1: Organizational Structure
(Source:Morrison’s organizational structure, 2020)
Under organization business structure varied departments perform together and conduct
collaborative practices with each other, just to make assure that venture aims and objectives may
achieve and increase the productivity of brand. For example, marketing department collaborate
with production and human resource sections to maintain and balance operational efficiency of
brand, even better than its rivals that has operated in similar industry from longer time period, in
order to increase satisfactory level of shoppers, which in return increase sales and profits margin
of supermarket more than last years.
Resources required-
It is quite important for brand to collect and have those resources that may contribute to
increase its sales and enable management to obtain success in regard to their strategic marketing
plan.
Human resource-

In term of this asset, management may hire skilled and talented people that possess great
knowledge about marketing technologies and advance digital channels.
Financial resource-
Company may require good amount of money which it may use to buy a new machine for
production purpose and to hire candidates that contribute to increase the productivity of brand.
Leadership-
It is quite important to choose the best leadership style as key resource that also impact in
positive manner upon supermarket and allow to obtain varied benefits.
Environmental analysis
Business environmental analysis is defined as procedure of determining key elements or
factors whether internal or external that has an effect on each sector that has been existed in the
world of corporate and operated with many brands including small and large (ChaibLababidiand
et.al., 2020). Environmental analysis is quite beneficial and important in the context of a
company, because it help to determine those factors that may put negative impact on venture and
also provide chance to identify those that affect positively. Overall this procedure helps in term
of monitoring an organizational outer and inner environment that cater info regarding present
and in the future growth chances as well as threats. Here, this process conduct under strategic
marketing plan that develop in regard to Morrison’s, for which Pestle analysis as strategic
business framework uses.
Political factor-
Brexit as a political factor may bring so many obstacles for Morrison’s growth and
success at national as well as international level. It creates complicated trade barriers and
increase unemployment rate, which may affect negatively upon sale and productivity of brand in
negative manner, and drive the attention of management to reconsider their plans and strategies
by taking current business environment into consideration which is quite important and
beneficial too in term of sustaining venture within retail industry forever.
Economic factor-

Certain changes occur in each economic factor earlier because of Br-exit and in recent
time due to pandemic, which may bring challenges for varied companies or sectors like retail, to
deal with these. For example, due to COVID-19 disposable income of local people in the UK and
other nations were firm has operated its outlet may decrease as many people losses their jobs and
because of this they are unable to purchase clothes and other products excluding grocery. It may
decrease the sales of supermarket and affect in negative manner. Just like this earlier period Br-
exit may also affect negatively upon brands in term of increasing rate of unemployment because
many workers move to their home town after UK and EU separation. Organizations losses their
skilled workers which may decrease ventures productivity.
Social factor-
Fluctuation in any form of social factor may directly impact on sector and a company that
perform under it. For instance, emerging demand for organic and vegan food products may put
positive impact on Morrison’s that has operated under retail industry. It affects positively
because firm have range of organic and other food items which it collects from trustworthy and
sustainable suppliers. Br-exits as external factor may put negative impact on this element in term
of creating trade barriers which may bring challenge for company to export or import organic
items. Furthermore, COVID-19 also put similar effect on brand in term of emerging demand for
vegan food items more than the others, which is not possible for supermarket to deliver in bulk
because of lockdown.
Technology factor-
Technology advancement is the best and most positive factor that may put positive
impact on growth and success of Morrison’s, especially during pandemic (Matovic, 2020).
COVID-19 may affect in same manner upon this element in term of giving chance to
supermarket to deliver products door to door by taking orders online or via applications, where
customers may place their orders according to choices and needs, then firm may deliver these
through their staff members or delivery boy that take safety precautions and deliver their service
to the right location or place at right customer on time, which is beneficial for both of them.
Environmental factor-

Pandemic is one of those environmental factors that may put negative impact on retail
industry and Morrison’s as it operates under this sector from longer period of time, in systematic
and ethical manner (Islam, 2020). It may put negative impact on organizational sales and
productivity because due to spreading infection, government has taken decision in the UK to
lockdown hole nation. It decreases the sales and profitability of company and also affect its
performance as well, which is not acceptable. Just because of this environmental change
organization is unable to continue its outlet customer shopping, as it may have huge threat to
spread infection among workers and consumers as well.
Legal factor-
Any form of change regarding laws and regulations that has been developed for business
sectors may directly impact those companies that has operated under it (Mackay, 2020). For
example, in recent time due to pandemic, in many nations government may take initiative to
make short term changes related to employment such as Wage act 2010in term of passing order
for each company to pay half salary to their workers during pandemic to make their live easier. It
may put negative impact on Morrison’s because due to COVID-19 many retailer’s products sales
were decreased in that case they are unable to pay salary during long run lockdown as it may
decrease its profits margin and financial performance even worst.
Corporate & marketing objectives of Morrison’s
Morrison’s is the biggest and most popular supermarket in the world, because it offers
quality grocery and other category of products as well as services to customers. It may develop
strategic marketing plan to gain competitive benefits and attract new consumers, while entering
into international market. Its marketers may set specific and smart objectives that are mention
below;
Corporate objectives-
 Morrison’s objective is to be cost conscious and develop strategies in term of improving
quality of products to enhance satisfactory level of each buyer within 1 year.
 It’s another aim is to build a culture based on group work with consistent and a clear way
of working within 9 months.

 Organization aim is to become the most convenient shopping center for local people and
other customers within 1 year.
Marketing goals-
 Morrison’s wants to generate wider web tariff within 1 year.
 Its objective is to increase sales more than 50% within 9 months (RASHID, 2020).
 Its aim is to establish global brand image within 2 years.
Skilled players within company may contribute to achieve these objectives within decided
time duration, by conducting varied practices and completing their work on time without making
any kind of mistakes, which may affect final outcomes of strategic marketing plan.
Marketing strategy selection
The Morison’s company has been bringing best functional innovation within marketing
parameters, for functional growth synergies and new functional advancement which aims to
further bring on effective new marketing growth. With new competitive business world, the
retail industry has been specifically bringing on wider marketing growth rise, where strategies
plays specific role for effective connective goals.
 Creating value without compromise brand message: With new competitive retail
business factors Morison aims to create value with high focus on stringent growth within
brand promotions. This further correlates with working specific productive benchmarks,
for bringing on larger scale productive engagement on terms of quality and new
functional technical standards. Morison aims to enhance new standards within brand
marketing, by bringing on new work goal advancement for larger functional growth rise
towards new determinants.
 Digital promotions: The digital promotions of Morison are further effectively varying
to bring on larger scale competitive new growth rise, investments to be further scaled up
on websites. Digital channels of company further hold high scale importance for bringing
on new informative growth rise, and towards synchronising specific fundamental
parameters within business run. Morison by using social media marketing and content
marketing, expertise, further has varied scope for bringing new work goal advancement
imperatively and also sub scale best paradigms (Yaneva, 2020).

 Unique market layout programmes: Morison by heading towards digital loyalty program
allows customers to interact with business, where Morison aims to further expand new
scale marketing goals effectively. The company has been also investing to bring on
untapped new parameters, where company reward points or stamps with every purchase
and redeem rewards as discounted items hold wide attractiveness. Retail industry holds
high specific competencies, where dynamic competitive marketing expertise is widely
attractive.
From the above aspects, it can be analysed that Morison by heading on creating digital
promotion layout program will be able to further expand new networks based on digital
promotions for creating huge brand value rise. This fundamentally holds also essential
aspects, to bring on untapped new growth standards creating high larger efficacy domains
and connects to diversified goals within business.
STP Marketing targeting and positioning including global implications and potential
expansion globally
The STP, namely analysed to be segmenting, targeting and diversified positioning
including working global expansion parameters and wider dynamic marketing reach involves
informative standards of growth rise. By heading towards STP, Morison has further scope to
bring on effective new marketing growth worked on strategically and investments of varied
resources strategically developed in innovative practical usage (Effective Marketing Strategies in
2021 Have These 5 Elements, 2020). Segmenting: Morison as one of the widely growing retail company aims to segment
customers within industry based on behavioural aspects, which will further expand
growth reach. Customers who look for best affordable pricing for retail products, with
high scale of convenience are focused on for further leveraging new work advancement
paradigms. Segmenting enables market to be further categorised based on specific
qualities and tastes factors, bringing on productive growth engagement goals worked on
effectively within longer time periods. The segmenting strategy further brings on scope
for consistently bringing on rapid growth engagement among new diversity factors,
focusing on rapid customers satisfaction goals and higher revenue targets.

 Targeting: Morison targets households within strategic marketing strategies, to bring on
functional scale expansion based on specific competencies and new rise on further
advancement which enhances scope for targeting within longer time run (Mendoza-Fong
and et. al., 2020). The differentiated products are worked on basis of quality structure,
higher innovation and creative engagement are further leveraged in for effective new
targeting factors. Morison aims to target customers based on varied scale specific
working preferences, where people convenience for faster productive growth is focused
on.
 Positioning: Having a broad positioning of new marketing strategies open up scope for
larger growth rise, where Morison aims to expand new functional advancement rise and
towards new keen productive growth within competitive industry. The positioning goals
are further engaged to bring on best marketing expansion, wider technical determinants
and specific work innovation within industry domains (Huang and Rust, 2021). The
brand offers best high value rise among quality standards, for scaled up work
competencies and new work profound expansion which positions company widely on
new grounds. The retail brand also invests fruitfully to bring forward new connective
customer preferences products and services choices, where specific work innovation is
focused on.
Globalization plays specific role for bringing on larger scale connective diversity strengthened
on for further competitive expansion goals, for scaling up new competencies and productive
technical goodwill across international levels. Marriot further aims to target India, as its one of
the fastest growing country where developing resources are present on which Join ventures will
further enable company to expand on new levels (Huang and Rust, 2021).
From the above STP analysis, it can be further analysed that company new edged marketing
strategies are further leveraged to bring on specific competencies fundamentally and to create
dynamic growth worked on. Morison has been also known to bring on best working expertise
among strategic marketing, where STP has wide scope for technical growth advancement.
7Ps of marketing
The marketing mix 7ps hold high essential role for bringing on imperative new growth
functional innovation and strategic competencies worked on for having high scope towards

consistent new marketing advancement. Below are the 7 ps of marketing, whcih can be analysed
as follows in relation to Morison company for bringing on competitive work growth rise.
Marketing mix further plays strong role at Morison, for bringing on wider scale consistent
efficiencies towards dynamic business competencies and for further enhancing wider scale
business consistencies imperatively. Morison further engages on marketing mix factors, where
technical strengthened scope leverages larger connective efficiency goals effectively within
competitive retail industry. (The 16 Best Advertising and Marketing Strategies to Try in 2020,
2021).
 People: Morison has best expertise within marketing and varied departments
professionals, where people are widelytrainedto bring on functional rise informatively
and also expand best customers oriented services. People commercially are also skilfully
talented to bring on new technical rise among business goals, new fundamental growth
within standards of products (Galli and et.al, 2021). Price:The brand has set highly effective affordability within prices of varied products
and services within stores and among digital networks, where price enhances business
consistencies as per latest working growth rise. Price factor also has been specifically
growing for bringing new dynamic standards rise functionally; bring on competitive
brand growth within industry as per new levels of growth rise. The prices are also
established to bring on wider customer market reach, as per new scale expertise factors
and also to be evocative among industry diverse paradigms. Product:Morison products are widely innovative, creative and skilfully varied based on
latest customer market preferences and new work goals varied specific work
requirements evolving within industry. The products manufacturing is also focused on
leveraging new innovation rise, scaled up work competencies and specific varied market
reach where Morison resources investments are also done competitively (Salsabila and
Setiawan, 2020). Place:Morison place factor is also significantly wide, where stores online and offline
market presence is widely strong for retaining customer specifically within longer time
periods. Place factor technically holds wide focus for extending customer market reach,
new specific work growth rise which informatively brings on faster growth rise worked

on. With strong physical expansion rate, company market holds high diversity which
enables customers to be widely expanded functionally.
 Physical evidence:The physical evidence factor of Morison shows that company
production standards, manufacturing stations and platforms are widely advanced,
innovative as per best working demands within industry. Physical evidence factors also
holds high specific competencies where best mechanism is evolved, to keep products
functionally of high quality structure. Promotion:Morison digital expertise is widely advanced to bring on best productive
innovations, rapid multi channels are also formed for synchronising new growth rise
evolved innovatively. The promotions of company are also widely advanced, to bring on
untapped functional competitive rise on revenue benchmarks and lager customer
goodwill. The digital promotions also open up new platforms for marketers, where
customers preferences are taken care of which rise on bringing untapped diversity within
scope in longer strategic run.
 Process:Procedures used within marketing are further correlated to bring on technical
growth rise, evolved as per new process growth within marketing mix as per larger new
competitive retail industry demands. With high scale investments done on process,
company has been investing to bring on keen engagement within new edged marketing
standards where rapid functional growth is there.
From the above analysed factors of marketing 7ps, Morison has been competitively bringing on
new diverse scope for keen advanced scale rise which synchronises best marketing goals within
competitive retail industry (Stone and et.al, 2020).
Implementation, control and evaluation
The role of implementation, control and evaluation is widely crucial for further new
working dynamics evolving within retail industry where Morison company aims to bring on best
control implementation and evaluation business platforms. It can be also analysed that with
stringent growth engagement, higher specific innovation focus there is further rapid growth
engagement within implementation check and also check towards keeping revenue standards
focused on (Levytskyi, 2020). Morison by heading towards organization control refers to
procedures and processes by which new established benchmarks can be developed to establish

and maintain control for strategic planning procedures. By operating towards control, company
enlarged productivity can be strengthened effectively within longer time periods (Borchers, and
Enke, 2021). Checking KPIs: The key performance indicators such as higher rise on revenue goals,
new customer targets expansion and rapid rise on goodwill targets enable to strengthen
larger vision oriented goals. Evaluating KPI enables Morison to further extend
commercial growth rise among benchmarks, new keen connective targets and also to
bring on rapid functional engagement among new standards. This further enables control
and implementation goals to be oriented within longer business targets, pertaining
towards new functional rapid rise and strengthening corporate standards. Checking KPI,
essentially heads on focus for expanding new scale rise among new vision oriented
targets which enhances wider scale consistency further.
 Keeping contingency plans: This is another essential factor where Morison aims to
functionally bring on new advancement, within contingency plan factors plays major role
to keep resources at check and also for recognising new business scope. By heading on
contingency plans, resources usage is further focused on for bringing imperative rise for
larger vision oriented targets and to establish new growth standards. Morison aims to
further expand new rise on contingency plans by heading on new work benchmarks, rapid
engagement of best resources. By heading on taking corrective actions in shape, further
consistency is build up and also new quest parameters are taken care for further
expansion within profitability goals (Eriksson, Bigi and Bonera, 2020).
From the above analysed aspects it can be analysed that Morison has been widely
investing to bring on functional rise for new strengthened working rise on stringent monitoring,
engagement goals competitively within longer run.
CONCLUSION
From the above analysed aspects within report it can be analysed that Brexit and Covid-
19 have created negative impact, with rise on business complications and change on international
platforms. Report concluded hierarchy organizational structure, resources such as staff and
finance are further leveraged to signify high rise for keeping up consistent productive rise. Pestle
analysis has also concluded that external business environment holds high significance, where

corporate and marketing objectives are further widely innovative. Study further concluded digital
marketing strategies, usage of STP fundamentals and consistent new growth evolved where
Morison has best functional scope. 7 Ps of marketing mix and strategies within implementation
plan, contingency tools are further focused on for extending commercial business reach. It can be
further concluded that establishments of controlling resources utilisation check, Morison aims to
extend scope for consistent new rise on further productive engagement diversely.

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