Strategic Marketing Analysis and Campaign Strategy for Morrisons Case Study

Introduction

Strategic marketing assures that the company’s marketing campaigns are well-organized, effective, as well as revealed to the correct people. Basically, it is the performance of recognition the data the company want to makeasuccessful marketing plan as well as implement efficacious campaigns. For this report the selected organization is Morrison which offers wide range of retail products or services to the customers. The report will cover market analysis of Morrison to identify internal and external forces affecting the company. It also identifies the campaign strategy of the company using SOSTAC and RACE model.

Market Analysis

Market size and trends data

The market size of the Morrison Company is the 5 largest supermarket chains within UK. From 2021, the organization had 497 supermarkets across England, Wales as well as Scotland along with single in Gibraltar. The organization’s head office is in Bradford, England. It was founded by William Morrison in 1899. The organization works mainly in Great Britain as well as grasps an 8.7% share of the foodstuffs market from August 2023 (Tang, 2020). The trends data of the company in the 3 months top up to September 2023, the organization’s sales enhanced by 2% compared to the similar time a year previous. After excruciating with decreasing sales within the subsequent half of 2019, Morrison enjoyed unparalleled development in sales during 2020. Morrison supposes present sales trends to as a minimum carry on after reporting equivalent sales not including fuel rose 4%within the 15 weeks to 20 may. Further, by doing assessment it has found that Morrison’s has captured around 8.7% grocery market. Referring this, it can be stated that company is serving to the wide customer base which in turn makes remarkable contribution in the productivity and profitability of firm. 

Competitors’ Analysis

It is the procedure of exploratory comparable brands within the sector to increase perceptions into their offering, sales, marketing strategies as well as branding. 

Macro & Micro economic forces

The macro and micro economic forces impacting the Morrison by utilizing Pestle and SWOT analysis which are discussed below: 

PESTLE Analysis

SWOT Analysis

STP Marketing

Morrison focuses on food and drink products utilizing STP approach for successful marketing. Here are STP approaches discussed below: 

Segmentation- Morrison has recognized choice of its consumers based on client database as well as surveys. It has recognized buying behavior of its consumers into healthy foods as well as prepared novel goods range according to this. The company proved efficient to deliver goods that best ensembles client lifestyles as well as complete their motives. The company is concentrating on additional locations as well as market exposure.

Targeting- The primary focus is on young families as well as engaged professionals. At this time when the company is appearing to enhance its market share so undifferentiated strategy is more appropriate for the supermarket (Ing, 2020). According to this, Morrison could communicate a same message to everyone. 

Positioning- Firm has exposed novel positioning which demonstrates the superstore as a lower cost retailers. The company may adopt the following strategies such as to provide best deals on seasonal foods and drinks items, elevated advertisement of a recently opened shop in the local area as well as offering excellent service to clients in shops. 

Stakeholder Analysis

According to the power interest grid is a method utilized to classify stakeholders based on their power or influence as well as interest in a project. Through grouping stakeholders in this manner could permit the company to develop tactics to handle every stakeholder successfully. Customers have major influence and interest as they are the back of every retail company (Balane et al, 2020). To preserve accurate customers, Morrison places a well-built concentrate on offering premium products, excellent customer support as well as a fluent shop procedure. Increasing investor return is vital to Morrison; therefore the organization operates to maintain open methods of communication along with correct cash flows. Morrison suppliers are highly vital due to its restricted power and the huge interest of its suppliers. Through build up trust, long-lasting connections with its vendors as well as sustaining straight as well as ethical procurement values are important to Morrison. 

Key Strategic Marketing Objectives For The Campaign

The marketing objective of the Morrison looks for to increase sales through 15% at the end of the third quarter. The specific objective of Morrison is to enhance its market share as well as safe leadership place by enhancing its monthly sales turnover. The company could like to enhance its present market share through 5 percent. Prior to plan any for enhancing its market share, the company needs to assess different market options to assure viability of omnichannel strategy (Kim, 2020). This market option will be appropriate to every stakeholder as well as Morrison’s capital investment utilized to enhance its market share up-to 5 percent inside a specific time period. The utmost time to accomplish desired objectives is 12 months. So, this optimizes ecommerce channels by increasing different items offering along with executing online marketing tactics for the effective of strategic campaign. 

• To increase market share by 10% at the end of an accounting year. 
• To enhance sales by 15% at the end of second quarter.

Campaign Strategy

The reason for the campaign and/or strategic goal of the campaign

According to the campaign which is “more reasons to shop at Morrison” it involves special deals on an array of branded goods involving Morrison’s distinctive market street. The company launched a novel loyalty card presenting special discounts to the Morrison’s customers (Olmedo et al, 2020). Bringing back novel customers is an overall pleasure with a novel brand uniqueness to boot. So, this campaign emphasizes the actual reasons that their consumers shop from the company, time as well as time again. The strategic goal of this campaign is to enhance revenue, brand awareness, client value, increase market share and acquire novel clients. 

Ansoff’s matrix

Ansoff matrix is a technique utilized by the companies to scrutinize and devise their tactics for growth. It has 4 quadrant grids which involves Market penetration, market development, diversification and product development. Morrison could utilize the Ansoff Matrix to keep accessible consumers within the marketplace where it works and also may draw novel customers. 

Market penetration- It is to obtain a superstore competitor involving ALDI and LIDL. For this Morrison wants to do market study at continued level. Similarly, the supermarket will want to cooperate with banks as well as additional stakeholders to make funding along with then lastly Morrison should be able to make a strategy for procurement.

Market development- In this first is the foreign expansion as well as second evolving convenience shop as well as target novel clients (Clarissia, 2020). To adopt foreign growth option, Morrison desires to alter its corporate model. 

Product development- Morrison could announce a digital shopping store. The initial stages that Morrison wants to take are to grow a vigorous website, create a feasible distribution system, as well as make sure appropriate stock management. Next, Morrison may adopt robust marketing campaign to promote its digital store.

Diversification- Morrison might need to launch novel product in novel marketplaces. For example, a supermarket might establish clothing, food items, or financial tools. Executing diversification tactic would be solid for Morrison as per it is extremely hazardous as well as requires numerous vital decisions as well as massive investment.

In this strategic marketing, Morrison will use the market development strategy to expand its new business in the new market. The top choices for foreign expansion are to increase to Europe, America or Asia. Nonetheless to correctly execute this strategy, Morrison wants to conduct wide-ranging market study, create connections with global agencies or joint ventures, as well as extra significantly to guarantee supply chain administration. Conversely, Morrison could begin small convenience supplies in center areas or near highway. For this the supermarket might want to get planning approvals.

Target Audience

Morrison’s mostly targets young families, even though the grocer requests to a wide demographic of primarily low-middle earnings customers (Rayne, 2023). The focus of its shop estate within the north of England creates this area its client heartland.

Strategy Implementation (Tactics)

According to the SOSTAC planning framework is a well-liked digital marketing development instrument that assists companies in creating effectual marketing procedures. The structure consists of 6 key phases are situation analysis, objectives, strategy, tactics, actions as well as control. The strategy implementation (tactics) covering main areas of the marketing and the communication mix are discussed below: 

Situational Analysis- This first phase includes assessing the present environment, involving strengths, weaknesses, opportunities and threats. It puts the basis for the overall marketing plan, visibly demonstrating where the company stands. 

Objectives- By setting apparent, assessable goals is vital for the Morrison. These objectives have to line up with company priorities, making sure that the marketing preparation assistance the generally mission as well as vision of the Morrison. 

Strategy- strategy development is as regards outlining the wide steps to accomplish those goals (Mary, 2023). It is the plan that directs the marketing group making sure that every effort lines up with the fixed objectives. 

Tactics- it includes establishing the accurate marketing mix. In this, Morrison selecting the particular methods and platforms which it will be utilized to reach the target customers. 

Actions- this phase is about making an in depth action plan for the Morrison. It characterizes that will do marketing, when as well as how making sure that the plan is implemented smoothly.

Control- it is about explaining performance management procedures. It makes sure that the plan is on track permitting for adjustments as well as improvements as required. For this purpose, company lays focus on undertaking benchmarking tool which helps in ascertaining loopholes and give indication for taking corrective measures. 

RACE model

It is consumercentered and it pursues the established consumer lifecycle of connectionsdeveloping or marketing funnel from generating awareness; making leads from novel prospects; switching prospects to trade online or offline as well as encouraging faithfulness, recur sales and promotion like social sharing. This phase includes contributing exhaustive study to set campaign goals Morrison which is “more reasons to shop at Morrison”, processing the messaging as well as generate branded content. Throughout this phase its marketing team must aim to comprehend its customers by making customer persona. 

Reach stage- it is an awareness phase where the company’s marketing team will emphasis on endorsing its brand to customers. These will make traffic across multiple channels like SEO, SMM, public relations as well as media outreach and paid campaigns. 

Act stage- this emphasis on obtaining leads. Morrison needs to promote its websites visitors to interact (Fomina, 2020). Throughout this stage company must influence forecasts to take the subsequently step in their consumer journey that could be affected through lead generation method; A/B multivariate testing as well as ecommerce inspects management. 

Convert stage- the key goal in this phase entails transitioning Morrison web visitor into a remunerating consumer whether offline or online platforms. The company could also remarket through Facebook and Instagram platforms. 

Engage stage-this is where Morrison emphasis on developing an enduring connection with initial time purchasers to develop consumer loyalty. It must eventually drive repeat buy and potentially encouragement through mobile, content marketing and loyalty rewards. 

Marketing Roll-Out Plan

Budget- Document All Budget Assumptions

To recognize budget assumptions like market trends, consumer behavior, revenue sources, economic situations as well as external measures are the fundamental aspects that control Morrison projection as well as estimates (Musarat, 2021). Morrison could utilize tools to scrutinize external factors which impact the company, sensitivity evaluation to measure the way Morrison budget results shift with different variables, benchmarking to calculate its performance in opposition to competitors or sector principles. 

Key Performance Indicators (Kpis)/Metrics

A KPIs or metric is a visibly defined as well as assessable measure that might be utilized to evaluate the performance of a Morrison business. KPIs is to measures Morrison operational productivity and fiscal wellbeing (Kerzner, 2022). It entails inventory turnover, conversion rate, foot traffic, customer retentional rate, sales per consumer, year over year growth and sales growth. Firstly, it is simple without consumers Morrison would not be here. Any company has consumers it has to satisfy. The company also tracks its digital sales, market share and carbon emission. This KPI helps the company to increase customer satisfaction and product efficiency to boost brand identity. 

Recommendations

There are some recommendations on the way Morrison could continue to engage with their audience in an always on online environment discussed below: 

Employ multimedia elements- increase the storytelling by integrating visuals, info graphics, videos as well as collaborative elements (Denga, 2023). Visuals also have an influential effect on customers which ultimately leads sales. 

Involve through interactivity- Focus need to be placed on using interactive features involving quizzes, surveys as well as user generated content to involve their viewers actively. Boost participation, request feedback as well as make a feeling of community around the storytelling hard works. 

Measure as well as iterate- Further, company should utilize analytics devices to monitor the performance of the online storytelling efforts. Investigate customer engagement, adaptation rates as well as feedback to enhance the storytelling tactics as well as increase upcoming campaigns. 

Conclusion

The report concludes that Morrison’s has conducted market analysis to enhance its customer, market trends and stakeholders. The company has also recognized their marketing objectives for the campaign to work on it. The company focused on campaign that is “more reasons to shop at Morrison” by analyzing its target audience and marketing as well as communication mix. It also showed knowledge of the digital campaign planning to enhance its brand visibility through KPI and budget. 

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References

Books and Journals

Balane, M.A., Palafox, B., Palileo-Villanueva, L.M., McKee, M. and Balabanova, D., 2020. Enhancing the use of stakeholder analysis for policy implementation research: towards a novel framing and operationalised measures. BMJ global health, 5(11).

Clarissia, S.M.S., 2020. A study on Ansoff Matrix Technique: As a growth strategy and an adaptive learning technique adopted in the leading brand of products. BIMS Journal of Management, 18.

Denga, E.M., Vajjhala, N.R.R. and Asortse, S., 2023. Digital Branding in the Digital Era. In The Role of Brands in an Era of Over-Information (pp. 171-197). IGI Global.

Fomina, N., 2020. Digital Marketing Plan. Case Company.

Grant, R.M., 2021. Contemporary strategy analysis. John Wiley & Sons.

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Grigoli, F., Koczan, Z. and Topalova, P., 2020. Automation and labor force participation in advanced economies: Macro and micro evidence. European Economic Review, 126, p.103443.

Ing, P., Osman, Z. and Tze-Yin, L., 2020. Marketing Mix and STP Strategies: An Exploratory Study into Grocery Retailers in Malaysia. Asian Journal of Entrepreneurship, 1(4), pp.129-143.

Kerzner, H., 2022. Project management metrics, KPIs, and dashboards: a guide to measuring and monitoring project performance. John Wiley & Sons.

Kim, C.M., 2020. Social media campaigns: Strategies for public relations and marketing. Routledge.

Mary, M., 2023. Developing a Marketing Communications Plan to Attract Target Customers.

Musarat, M.A., Alaloul, W.S. and Liew, M.S., 2021. Impact of inflation rate on construction projects budget: A review. Ain Shams Engineering Journal, 12(1), pp.407-414.

Olmedo, A., Milner‐Gulland, E.J., Challender, D.W., Cugnière, L., Dao, H.T.T., Nguyen, L.B., Nuno, A., Potier, E., Ribadeneira, M., Thomas‐Walters, L. and Wan, A.K.Y., 2020. A scoping review of celebrity endorsement in environmental campaigns and evidence for its effectiveness. Conservation Science and Practice, 2(10), p.e261.

Rayne, D., Pervan, S., McDonald, H. and Leckie, C., 2023. Understanding approaches to social partnerships-investigating target audience reactions and non-profit managers’ business practice: a mixed-methods study. Journal of Marketing Management, pp.1-27.

Tang, J., Ma, T. and Luo, Q., 2020. Trends prediction of big data: a case study based on fusion data. Procedia Computer Science, 174, pp.181-190.

Online

PESTEL Analysis of Morrison. 2023. Online. Available through: < https://www.247caseanalysis.com/essay/Morrisons-13970-Pestel-Analysis>

SWOT analysis of Morrison. 2023. Online. Available through: < https://thestrategystory.com/blog/morrisons-swot-analysis/>