1.0 EXECUTIVE SUMMARY
This report presents a detailed strategic marketing analysis of Morrisons plc. The supermarket retailing industry has become highly competitive in the U.K and unlike other developed regions in the world, still shows potential of growth opportunities. However it is also vital to acknowledge that opportunities are available for only industrial players who are willing to provide high value for customers at competitive prices. From being a regional player, Morrisons have arrived at a major crossroads by acquiring Safeway supermarkets and it has come to challenge the major national and global competitors. As a result, it is critical to conduct a comprehensive marketing analysis in order to forge ahead.
The issues to be analysed, have been structured in a different sequence in contrast to that of given in my brief, for the purpose of facilitating the process of analysis.
0 INTERNAL ANALYSIS
1 AN INTERNAL AUDIT
1.1 Strategy
The Generic Strategy (Michael Porter) analysis (PLEASE REFER
APPENDIX-2)
The Generic Strategy of the company has to be analysed as the initial step to identify the basis of its competitive advantage. There are three types of generic strategies (cost leadership, differentiation and niche), out of which one would determine the basis of its competitive advantage.
Morrisons as a whole could not be thought of as a niche player because it has the resources and the capabilities to compete on a broader basis.
Although the company differentiates itself from its competitors via its own-labelled products, the concept of `Market Street', etc, the core of its competitive advantage lies in its ability to provide c...
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...RELATIONSHIP ANALYSIS
LOYALTY
100%
0%
1 2 3 4 5
SATISFACTION
APPENDIX 12
PORTER'S FIVE FORCES
APPENDIX 13
BIBLIOGRAPHY
Lambin.J.J, Market Driven Management, Palgrave, 2000
Kotler.P, Armstrong.G, Saunders.J andWong.V, Principles of Marketing, Second European Edition, Prentice Hall, 1999
LBS, INSEAD, Kellog's and Whartom school of management, Marketing Masters, Financial Times, 2000
Arnold.G, Corporate Financial Management, Ft Prentice Hall, 2002
Drucker.P.F, Management Challenges for the 21st Century, Butterworth-Heinemann, 1999.
The Economist, 1-7th November 2003, p 53-55
www.ebusiness coach. Com
www.morrisons.com
Tesco’s objective is to be the ‘champion for customers’, and they want to achieve this by being number one in customer satisfaction. They want to grow globally and by doing this they ‘create value for customers to earn their lifetime loyalty’. Tesco is
Therefore, the threat of a substitute is weak. Conclusion: CVS is in a favorable position because it already controls the large share of the market and its brand name is known to the populace. Therefore, it is crucial for the company to protect its market share and pursue the aggressive expansion policy to secure even a large customer base. Financial Analysis CVS was able to secure such a large market share, in part because of its strong financial base.... ... middle of paper ...
The company had to be the second largest retailer shop in the US; it has many advantages that come along. The customers well acknowledge the company and its brand have been well established.
Strengths: low price, strong brand name, excellent merchandise, exceptional employees, huge membership base, economies of scale, efficient distribution and operation.
Wm Morrison Supermarkets Plc was founded by William Morrison in 1899 in United Kingdom and also the fourth largest food retailer with more than 400 convenience stores from Bradford market stall. Their business is mainly on fresh food, fresh fruits and grocery with their unique technology procurement and quality. Nine million customers would pass through the stores to shop for their foods and grocery and 132,000 employees of Morrison would deliver great services to them such as ordered online they wants and delivered to their residential. Morrison helped consumers to save money every day by having some competitive prices and hundreds of special offers.
4 company’s skills and objectives, the customers they were trying to attract, the competitors they
Marks & Spencer is one of the UK's foremost retailers of clothing, foods, homeware and financial services, boasting a weekly customer base of 10 million in over 300 UK stores. Marks & Spencer operate in 30 countries worldwide, and has a group turnover in excess of £8 billion. It has specific values, missions and visions. It’s main vision is ‘to be the standard against which all others are measured’, it’s main mission is ‘to make aspirational quality accessible to all’, and it’s main values are quality, service, innovation and trust. (www.marksandspencer.co.uk).
Tesco has been particularly successful because of its powerful brand. It has a reputation for value, low prices and for being customer focused. Its brand and associations have helped the company to expand into new sectors and markets. Tesco has also been strong in public relations, advertising and building profile in catchment areas on a local level. This local approach to marketing appears to be a key driver for success. Tesco has a good range of products, including own label products. It seeks to provide excellent customer service, and ensure high levels of customer satisfaction.
... this and their marketing strategy will be key if they are to remain viable, grow and compete in the market.
We all know Tesco as a food retailer, and we know that they are in constant competition with other retailers such as Sainsburys and Asda, yet we do not know much about what goes on beyond the shelves and the tills, the marketing plans and the day to day tactics that have to be devised to stay the number one food retailer in the United kingdom today.
...e different supply chain mechanism ultimately helped Morrison to be strong and stable in replying the customer. In the following there have been some strategies that have been introduced in Morrison to survive and to make profit in the competitive market.
A key part of an organizational strategy is to identify market opportunities by finding a niche or a gap in the marketplace that they can pursue to take their company ahead of all their competitors. An organiz...
For organisations to be truly marketed-orientated they must exceed the value offered by their competitors; and at the same time, the overall goals of the organisation must be achieved. Additionally, for marketing to be carried out effectively and efficiently throughout the organisation, then it must involve analysing, planning, implementation, and control (Kottler and Armstrong, 2012). According to Kottler and Armstrong (2012, p. 5), the modern marketing concept can be expressed as “the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return”. Tesco’s, it appears, may have managed to successfully achieve this.
The food and staples retailing is an increasingly competitive industry. The market giants (competitors) are Coles (owned by Wesfarmers) which has 741 stores across Australia and plans to add 70 m...
Bibliography: Lawson, A. (2013). Analysis: Is Asda’s five-year strategy the right one?. [Online] Retail-week.com. Available at: http://www.retail-week.com/sectors/food/analysis-is-asdas-five-year-strategy-the-right-one/5054989.article [Accessed 23 Jan.