Promoting Plan for Morrisons

 Marketing Cover Morrisons Composition

Contents

Page 3......................................................... Executive Overview

Page 4......................................................... Introduction

Page 4......................................................... History of Food Retailing

Page six......................................................... Analysis of Present Marketplace

Page several.......................................................... Key INFESTATION Factors

Web page 9.......................................................... Morrisons Position

Page 10........................................................ Important SWOT Elements

Page 14........................................................ Key Competitors Positions

Page 13........................................................ Porter's Five Makes

Page 12-15........................................................ Recommendations

Webpage 16........................................................ Results

Page seventeen........................................................ Bibliography

Web page 19………………………………………………………Appendices

Site 20........................................................ INFESTATIONS Analysis

Site 21........................................................ SWOT Analysis

Web page 22........................................................ Plan of action

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Morrisons-Competitive Analysis

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Executive Summary

Morrisons is the 4th largest grocery retailer which has a market share of 11. 2%. In 2004 Morrisons overtook Safeway in order to enter the ease store market and maximize market share, even though this is proving to be a success, this left the company with a ВЈ313 million pre tax reduction in January 20006.

In order to enhance their profitability after their big loss and respond to all of the changes in the market Morrisons revitalised their particular image simply by promoting the freshness of their products in their recent plan of " Fresh Choice for You. ”

The economic downturn is of increasing threat to crucial players in the industry as it provides seen the rise of discount shops such as Aldi, who have designed a strategy based on cost leadership. In response to the Tesco introduced their most recent campaign penalized " Britain's Biggest Discounter” to deter the developing competition, nevertheless , this plan has not been as successful while hoped.

Many supermarkets have diversified into additional industries including Tesco and Sainsbury's who may have expanded into the financial sector, along with other retailers such as M& S and ASDA highlighting their comprehensive range of nonfood products.

In these cases Morrisons seem somewhat behind in responding to these types of changes, as they have not extended into both the nonfood market and also the financial sector, however , they are still a very good brand and with tips such as joining up with Universities and rendering them with a lunchtime range and making a loyalty plan Morrisons can reach out to a more recent audience even though maintaining their very own old customers.

Introduction

This report will concentrate on the food selling industry, Morrisons in particular and how the external environment is definitely changing surrounding them. It will look at how essential players on the market are addressing these changes and what marketing strategies had been implemented to perfectly keep up with the times. In order to make effective advice it will be important to evaluate the tournaments competitive benefits and that of Morrisons. This will be came to the conclusion through the use of a PEST and SWOT analysis along with Porters Five Forces framework.

History of Food Selling

There is certainly an ongoing battle within the meals retailing industry as multiple grocery stores try to be the very best, whether it is on price or perhaps quality. However this market is completely outclassed by several key players. Tesco, ASDA, Sainsbury's and Morrisons.

Tesco is the leading food retailing outlet that currently contains a market share of 23. 4%. Regarding...

Bibliography: Catalogs

Armstrong, Meters (1990) Management Process and Functions Birmingham: Institute of Personnel Management

Fill, C (2006) Just Marketing Communications Essex: Pearson Education limited

Hill, L & O'Sullivan Capital t (2004) Foundation Marketing Third Edition Essex: Pearson Education Limited

Lindstrom, M (2008) Buy. ology How anything we believe regarding why we buy is definitely wrong Birmingham: Random Home Business Books

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