shamsher ali mirza

7/30/2019 Shamsher Ali Mirza

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Shamsher ali

Reg # bb123034

Task 1

Vision and objectives

Morrison's stores aims and objectives is to make them unique by offering freshly

prepared food, ensuring that their food is of quality and aiming at bringing their store to

every neighborhood in the UK such that they are reachable in a radius of 15 minutes

drive.

1. Make profit

2. Expand business

3.Sell cheaply to customers4.Keep customers coming back to the business (loyalty)

5. To try and produce food cheaply

Keeping things simple: Our vision to be the Food Specialist for Everyone is

now well advanced. Our constant focus on freshness, great value and

outstanding service is appealing to more and more people. And were now closer

to more customers, having opened 43 new stores last year.

External factors

Economic Factors:

These factors affect the individual supermarket on the local economical development and councilrate.

Again rate of inflation in the economy, high recession and other budgetary rate can affect thecompany decision.

Development of pan European economy and their investment policy can create an impact onMorrisons.

Compete within U.K. market by providing subsidiary to the European farmers.

Socio Demographic and Cultural factors:

Slow removal of class system like different customer segmentation, targeting and positioningmay also effects the company.


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Apart from this aging population can also affect the employment of company in future.

The country has increasingly effects of different cultures and different religions may affect thepresent analysis of the company.

Technological Factors:

Increasing technology has great impact on any industry; the involvement of Ecommerce can lead

to downfall of the company.

From the service point of view; customer transaction are changing speedily due to rapid changes

in technological development.

Again technology cut down the manpower strength may affect the company structure.

Improvement in the internal and external factors affects the Morrisons company environment

for example usage of internet etc.

Recent advancement in supply and value chain can also affect to gain the competitive advantage.

Ecological and Ethical Factors:

Environmental friendliness and publicity on ethical issue can affect the situation of the company,

because most of the customers are concerned with ethical buying.

Environmental friendly activities on green can change the series of value chain.

Conclusion:

Morrisons is one of the oldest supermarket chains in food retail industry and compete within theU.K. and they have no branches outside the country can create impact on the company in future.

Again, advancement of technology absenteeism and biased creating environment within thecompany can also affect them in long run such as subsidiary to the European farmers and provide

low wages to them, in addition to less number of hours and work can create huge impact in the

company policy. Moreover, U.K. allowed huge diversification culture pattern currently, likeIndian, Chinese, etc can affect the Morrisons take away food model. Other European economy

are stable comparatively U.K. can create an opportunities for Morrison to go ahead for

expansions. Thus the comprehensive analysis above provides a brief scenario for Morrisons for

future development.

SWOT Analysis:

Kotler and Keller (2007) defined SWOT analysis is a company or business overall evaluation ofstrength, weakness, opportunities and threat and it is basically divided into parts; external and

internal environment of the business.


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Strength:

Origination of Market Street by Morrisons created huge impact on the growth and expansion ofthe company. Again Morrisons supermarket concept is hold up by the strong traditional cultures

which attract the elderly customers to shop from the market. Moreover fresh and frozen fish food

is the key concept of Morrison to catch and bring in customers in the store. Apart from thisgrocery concept always attract the customer to buy at the competitive price.

Principles of marketing strategies

People Oriented Marketing

The purpose of marketing strategies is to create the added advantage of the company. Thestrategies that are supported to the customer orientation is the most important one because the

customer is the king of market.

The Cost Of Something Is What You Give Up To Get It.

Marketing strategies are planned according to the pricing of their products. Company set their

pricing that are supported their products and customer are likely to buy it.

Reward System Strategies

Strategies are prepared to satisfy the customer and employees. Bonus Cards, loyalty cards are the

rewards that organization gives to their customers just to retain them.

Competitive Advantages

Marketing strategies are prepared according to the competitive advantage of the competitor.

Marker Base Assets

Marketing strategies are supported to the brand name, brand image, company name and then

cash them to gain advantage.

Star

High growth business or products that competing the market where they have competitive

advantage/ edge as compare to the competitor. Normally heavy investments are required to existin the market. Morrison may not fall in this part of the matrix.

Cash Cows

Business growth is low or product having relative market share. There is normally low businessand little investment is required to retain in the market. Good leadership and strategies are

required for growth. Morrisons is in this area of matrix.


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Question mark

Business or product have low market share but exist in the high growth market. Businesses inthis area are required high investment but they have potential to grow high. Management have to

make some growth strategies that Morrison have done and now in the growth position


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Task 2

Market segment.

Market segmentation is the division of a market into different groups of

customers with distinctly similar needs and product/service requirements.

3Market segmentation consists of three bases: prof i le, psych ographics and

behavior . These bases consist of important characteristics such as

demog raphics; purch ase occasion; percept ion and bel iefs; usage; benef i ts

soughtetc. In turn, each of these characteristics consists of important variables

(i.e. demographic variables are age, life style stage, gender, family structure,

income and occupation and geographic variables are nation, states, regions,

countries, cities and neighborhoods

Apart from behavioral segmentation, Tesco supermarkets use profile segmentation.

Based on this Tesco, Sainsburys, ASDA, Marks & Spencer and Morrisons use

demographics to segment their market, differently though. What they share in common

is that by using demographics (income levels, group age or lifestyle) they aim to target

particular income groups, single people or even people with a busy lifestyle, who for

example prefer meal deals or ready cooked meals for their convenience.

In the case of Marks and Spenser supermarkets, they use behavioral segmentation

as well as profile segmentation. Marks and Spencer uses a lifestyle approach, which

is included in the demographic style of segmenting the market since it provides products

such as kitchenware, bedding and personal care and other related products 6. Also,

M&S clothes department by changing its females clothesline to the younger style tried

to attract younger female shopper 1. Furthermore, by offering high prices and good

quality in their food stores, they try to attract consumers with high disposable income in

their 30s-50. This is another demographic segmentation as is concerned with income

and occupation segmentation.


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In particular, ASDA and Tesco have invested in the development of product lines

targeted at singles with high disposable incomes and busy lifestyles with their meal for

one ranges. This is in contrast with the family value and multi-packs targeted at

families1 Moreover, ASDA is not only targeting the low-income segment of the market,

but it is also attracting consumers from other income levels (middle and high) by offering

essentially the same products at different prices. For example, the ASDA smart price

range of products is sold at very low prices in a very basic packaging. They also offer

these products at slightly higher prices with better packing and higher quality, while they

also offer famous brands for those who are available to pay more1. Furthermore, ASDA

also collects data from their customers through its bonus card system. This helps them

to generate information about the lifestyle of their customers. In addition, this responds

to the behavioral base of segmentation, since ASDA is using this information to

evaluate the needs of its customers in order to respond respectively. On the other hand,

Sainsburys major target audiences are the people with average to average-plus

income, and its promotion is currently based on the Live Well For Less 2 slogan (the

national advertising campaign has started in September 2011). Sainsburys like other

companies uses segmentation strategies in order to attract customers. Although,

Sainsburys is using behavioral and geographical segmentation, it also uses its loyalty

card (nectar card) to collect information regarding the buying habits of the costumer.

Furthermore, Sainsburys has geographic segmentation. According to a website3 at the

period of 2002 Sainsburys 463 stores, which are can be divided into three different

categories. Firstly, Sainsburys had 275 shops focus on families entertainment, as a

majority of the families is to go for shopping especially in a weekends. This strategy is

also identified as main mission. Secondly, they had 64 hypermarkets that were

offering a wider range of food and non-food items. Finally, the rest 124 stores had the

combination of the two above features.

Furthermore, Morrisons targets the customers who are lower income earners. This can

is reflected by the fact that Morrisons is more popular in the areas of the U.K where the

income is lower and poverty is higher4. By exploiting the above opportunity, they have


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focused more on these areas. As a result, their market share in specific locations is

higher than in other areas. Consequently, the strategy that Morrisons follows is also

based on geographic segmentation. Moreover, Morrisons allocates its products in

different stores depending of the local customers needs. According to Boland,

Morrisons senior manager, their Kilmarnock store will look very different from our

Wimbledon store5. Therefore, since Morrisons aims to satisfy their customers needs

they apply the behavioral base of segmentation.

Positioning ofMorrisons.

On 15 March 2007, Morrisons announced that it would ditch its existing branding

and strap line in favor of a more modern brand image. Their lower price option

brand, Bettabuy, was also changed to a more modern brand called the

Morrisons Value range. This brand was then changed once again in 2012 as

Morrisons launched their low price option brand called M Savers.

Product distribution

This is done by using as suppliers small farm producers who offer high quality

goods. Marks and Spencer is following the strategy of selling a relatively low

quantity of high quality products at a high price. Moreover, M&S is offering

different kinds of products from the majority of food products as well as non-food

products (clothes, accessories for home)

Pricing strategies

Pricing strategies for products or services encompass three main ways toimprove profits. These are that the business owner can cut costs or sell more, orfind more profit with a better pricing strategy. When costs are already at theirlowest and sales are hard to find, adopting a better pricing strategy is a keyoption to stay viable


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Merely raising prices is not always the answer, especially in a poor economy.Many businesses have been lost because they priced themselves out of themarketplace. On the other hand, many business and sales staff leave "money onthe table". One strategy does not fit all, so adopting a pricing strategy is alearning curve when studying the needs and behaviors of customers and clients


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Task 3

TRENDSReady meals have continued to outperform the frozen and chilled sectors largely thanks

to some good pricing and marketing strategies on the part of all involved. Ready meals

have continued to benefit from the longer-term trends towards changes in peopleslifestyles and their eating and shopping habits. Although consumers may be willing to cut

costs, they are looking for convenience.

o COMPETITIVE LANDSCAPE:

The top six companies leading sales in 2012 are all retailers of private label brands.

Private label brands in total are expected to constitute 74% of ready meals value

sales. Leading the pack is Tesco Plc, with over 21% of value sales in 2012.

o PROSPECTS:

Ready meals is forecast to grow at a rate of 4% per annum in value terms over the

forecast period, standing apart from the forecasts for rival categories such as chilled

prepared food and frozen food. Ready meals have seen a large amount of new

product development, and it feels as though there is much more to come with many

companies expanding lines in this area.

Our vision to be the Food Specialist for Everyone is now well advanced. Ourconstant focus on freshness, great value and outstanding service is appealing to

more and more people. And were now closer to more customers, having opened 43new stores last year.

The supermarket is targeting students with an extensive food to go offer cateringfor breakfast and lunch and will also offer a coffee and bacon sandwich deal for 2 at

its food to go coffee counter in a bid to directly compete with coffee chains such as

Costa and Nero located nearby.The store opens today (16 January) in Manchesters

Grafton Street, situated among Manchester University buildings.


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Micro and macro environmental factors are discussed in the study of Marketing.Micro environmental factors are those which the firm can directly control. Examples

of this are: product, price, place and promotion. Macro factors are those over which

the firm has no control. Examples of this would be: political and legal factors,

economic factors, technological factors and social and cultural.

Morrisons has secretly opened an unbranded central London pop-up kitchen

restaurant this week in an effort to win over consumers and foodies to its new ready

meals range.

The kitchen, which is open in Great Marlborough Street until tomorrow (13

October), is serving dishes made by five top chefs, including Aldo Zilli. Although no

branding will say so, the meals are all recipes from Morrisons new M Kitchen ready

meals range, which officially launches with a TV ad during 'The X Factor' this

weekend.

Evidence-based health care practices are available for a number of conditions suchas asthma, heart failure, and diabetes. However, these practices are not always

implemented in care delivery, and variation in practices abound. Traditionally,

patient safety research has focused on data analyses to identify patient safety issues

and to demonstrate that a new practice will lead to improved quality and patientsafety.

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shamsher ali mirza

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