Marketing Strategy of the Organization:

 

 

 

 

 

 

 

 

 

 

 

 

 

EVALUATION OF MARKETING DYNAMICS 
 

Executive Summary:

New packaging and distribution facilities in Thrapston, Northampton shire have been purchased by “Morrisons” as it expands its consumer base. In this position, the “finest” selection of “Morrisons” is at the centre of providing both mainstream and inexpensive products. Their “supermarket” was designed to offer anything, and everything at a price everyone could afford, and they’ve made no secret of it. In order to attract a wider audience, Morrisons plans to keep releasing new products. Because of its impressive full-year performance, Morrisons must prioritize “sustainability” in order to remain competitive in the “UK grocery business,” which is fiercely competitive. 

HRP is a must-have for every company that wants to be both “productive” and lucrative. In Morrison’s “human resource management” assignments, the goal is to help students learn more about HR methods and associated content. Managing a company’s personnel, which includes people at all levels and in a variety of responsibilities, is called HR management. With so many employees working remotely, Morrison faces a great deal of unpredictability. As a company, Morrisons is in need of more robust virtual capabilities. Their marketing expertise should be reduced in order to build their business. Everything from recruiting to performance evaluations to employee engagement and workplace communication falls under “Human Resources Management,” which is responsible for all of these activities. “Human resource management” focuses on fulfilling the company’s objectives.

 

 

Table of Contents

Introduction and Organization Profile: 4

Marketing Strategy of the Organization: 5

Marketing theory and application: 6

Human Resources Management of Morrisons: 7

Customer Relationship Management (CRM): 8

Recommendation and Conclusion: 9

Evaluation of Techniques and Tools: 11

Reference List 15

 

 

Introduction and Organization Profile:

“William Morrisons”, a merchant of butter and eggs, founded Morrisons in “Bradford,” “West Yorkshire,” in 1899. ” Ken Morrisons,” the son of William Morrisons, received a knighthood in 2000 for his achievements in the retail food industry. After starting off as a “market” stall business, the company expanded into a small-town store centre by the year “1958,” when it opened its doors. First in “Bradford” to provide self-service, as well as pricing information on items.  Meat and groceries were sold in the first supermarket, which opened in “1961” and was converted from a movie theatre and featured a free parking lot. It was in “1967” when “Morrisons” went public, and more than 81,000 potential shareholders applied for stockholders. “Morrisons” has made its first foray into Lancashire with the acquisition of “Whelan Discount shops” (Haleem and Jehangir 2017). Morrisons’ first distribution centre, Wakefield 41, was placed close to the M1 motorway and opened in 1988. “Morrisons” has purchased a new local produce package house and distribution warehouse in Thrapston, Northampton shire, in order to better serve its growing customer base. 

After announcing the price cuts, Morrisons has subsequently slashed over 13,000 Safeway prices. Sir Ken Morrisons, who retired in 2008 after 55 years of service, received an” Outstanding Contribution” to the “Retail Award” from the “Retail Week Awards”. With more than 470 locations in the UK, Morrisons has more than 300 locations that include a gas station and customer cafés. Morrisons employs 132,000 people who service 11 million consumers each week. In 2011, the company had a profit of £16,479 million. Morrisons’ expansion plans include offering improved quality, service, and value for money, as well as fresh foods. With a new “customer relationship management,” “Morrisons” is aiming for a stronger customer focus and a better ability to compete with “the big four” supermarkets. For “Morrisons” to help comprehend personal tastes and purchasing behaviours through better “data management,” “Capgemini” has created a “new system” that will allow for the production of customized offers as well as the creation of a more successful marketing campaign. 

 

Marketing Strategy of the Organization:

Morrison’s well-positioned brand image helps the retailer’s marketing strategy precisely target its ideal clientele. On the basis of demographics and psychographics, Morrisons does not have the ability to segment its product and service offerings. It is no surprise that the people who shop at Morrisons do so because they are price-conscious, like to get a good deal and appreciate a wide selection. When Morrisons first started out, it presented itself with a high-volume, low-cost store; subsequently, in the “1990s”, it rebranded itself as one that also carries low-cost “Morrisons Value” items but also high-end “Morrisons Finest” products. At the centre of this stance, “Morrisons” has strived to offer affordable items alongside the mainstream while also offering its “finest” selection. 

 

They have made no secret of the fact that they intended their “supermarket” to sell everything everyone wanted to purchase at a price they could afford. As a result, Morrisons is continually adding new products in an effort to attract a wider range of customers. Morrisons unveiled a new farm-fresh product line in 2016 in a highly anticipated movie (Haenlein, 2017). This considerable rebranding of items including beef, pigs, and fruits attracted people who have previously couldn’t afford “Morrisons products” because of their budgetary concerns. “Products were 15% higher costly prior to the rebranding. Morrison’s internet offerings are just as trustworthy as their brick-and-mortar counterparts. In a digital environment where clients may have the same experience. As a result, we’ll now focus on their internet and e-commerce presence.

 

It is Morrison’s” well-positioned strong brand that enables the company’s marketing strategy to precisely target its ideal customers. On the premise of demographics and psychographics, “Morrisons” does not have the ability to categorize its product and service offerings in the market. In other words, Morrison’s customers are those who are looking for good deals but also appreciate a wide selection. Initially positioning itself with a high-volume, low-cost store, Morrisons gradually rebranded itself as one that sells not only low-cost “Morrisons Value” items but also quality products under its “Morrisons Finest” category. As a result of this stance, Morrisons has attempted to find a medium ground between the ‘value’ and ‘finest’ offerings by offering both. 

 

They have made no hidden the fact that they intended their store to sell everything someone needs to purchase at the price customers were prepared to pay. Another way that Morrisons works to bring in new customers is by expanding its product selection on a regular basis. After months of anticipation, Morrisons unveiled a new farm-fresh product line in 2016. Products including beef, pigs, and fruits were rebranded to appeal to the price-conscious clients who had traditionally stayed away from Morrison’s goods. There was an additional 15% in cost before they changed our name and rebranded. There is no difference in the quality of Morrison’s online offerings. In a digital world where clients may have the same experience. They will now talk about their internet and e-commerce presence. But in general, “Morrisons products” and “services are targeted toward price-conscious consumers who are looking for sales and who value the diversity of options they have. Distinct grocery businesses in the United Kingdom target different client groups (Näckdal, 2018). Customers at Morrisons have informed them that they want to open aisles so that they can acquire what they need at a reasonable price, without having to wait in long lines, and with excellent service. Every little bit helps Morrisons guarantee that they are continually working to make “Morrisons” a great place to shop, both domestically and internationally.

With their convenience and online stores, Morrisons provides customers with a multichannel shopping experience. A persistent low price and a pleasant shopping experience are Morrisons’ priorities. It’s important to keep clients informed about the great variety of fresh foods available so that they can make an informed decision about which item to purchase and at what price. 

 

Morrisons’ product strategy and marketing mix may be expressed in the following way:

Value-oriented supermarket chain Morrisons specializes in fresh food. Morrisons’ success is built on providing customers with high-quality, locally sourced food. ” Morrisons Cellar,” “M Kitchen,” “NuMe,” Just for Kids, and M Signature are just a few of their well-known trademarks. In order to guarantee the greatest quality, the firm owns and operates its own manufacturing and distribution facilities. Quality, features, look, and packaging is all important considerations for the company. Morrisons’ factory and stores sell their fresh, high-quality items. An overview of “Morrisons’ marketing mix” and “product strategy” is provided below.

Marketing theory and application:

Following Morrison’s fantastic full-year results released in the week, with its turnaround goals nearly completed, “sustainability” should be its following significant emphasis in order to keep gaining share in the extremely competitive “UK grocery market”. Consumers are already used to buying loose fruit and vegetables, so this is a good way to cut down on the amount of plastic used to package those things (Tweedie et al., 2019). As the huge majority of vegetables and fruit are packaged in small-format stores, Morrisons could expand its initiative to convenience stores. T&M began testing “plastic-free” “fruit and vegetables” at a London store before Morrison’s plan was unveiled. However, Morrison’s trial has the potential to have a significantly greater impact because of its bigger retail network and consumer base. With a view to appealing to an increasing number of environmentally concerned customers, “Morrisons” has stated that it will remove hard-to-“recycle plastic packaging”.

Human Resources Management of Morrisons:

In order to maximize an “organization’s” most precious asset, excellent personnel, HRP is a continual, methodical process of preparing for the future. As part of human resources planning, it is important to ensure that personnel and occupations are properly aligned. The “HRP” procedure has four main phases (Zhao et al. 2020). Analyzing current workforce supply, anticipating future workforce needs, and supporting organizational goals are all part of this process. HRP is a critical investment for every company since it ensures that it is both “productive and profitable” at the same time. “Planning for human resources” (HRP) is one way for businesses to make sure they always have a consistent supply of qualified workers while also preventing personnel shortages or surpluses.

 

A company’s “productivity and profitability” can benefit from an effective “HRP strategy”. The “HRP process” consists of four broad steps: recognizing the present supply of personnel, predicting the future of the population, balancing labour “supply and demand,” and establishing strategies to meet the “company’s” goals. Morrison’s “human resource management” assignments are designed to help students learn more about human resource management methods and associated information in order to gain a better grasp of such activities. For an organization, “human resource management” refers to the people who work at various levels and in various activities, as well as the people who manage those people (Madhovi and  Dhliwayo 2017). If an organization fails, it is not because of a lack of market opportunities or competition. “Human capital” is also a critical component in this equation. In order for an organization to establish a strong team of professionals, it requires an effective “human resource management” system. There are a number of primary responsibilities for this management, including recruiting, training, motivating, and evaluating staff.

 

Human Resources are essential for a “high-quality team” of efficient professionals to be put up by an administration. The “Human Resources Management” team’s primary responsibilities include recruiting, coaching, performance evaluations, inspiring workers, workplace communication, and to a significant extent, more. It is the primary goal of “human resource management” to accomplish the goals of the organization. Consequently, finances are gathered in order to achieve such goals. They used Morrisons as a case study for our research in this student’s homework. Human resource management ensures that monies are used in the most effective way possible (Nassè et al., 2020). “Human Resources Management” (HRM) teaches how to use human and non-human resources to achieve the goals of the organization. The HR department is encouraged to design the required objectives and strategies when a company is looking to maximize its resources.

The goal of human resource management is to provide a supportive environment for employees so that they may work effectively and creatively. As a result, they are able to expand their resources, capabilities, and expertise. Workforce “training and development” drives are arranged by human resource management in order to cultivate individuality among employees. The focus of “human resource management” is on creating and maximizing the value of available resources. As a result, company goals and objectives change. Morrison’s primary goal is to serve its clients in accordance with their needs. The Morrisons Company constantly monitors market trends to discover clients, their needs, and the qualities that make them happy. The company’s human resource management operations are critical to the successful execution of a strategy shift (Anwar and Abdullah 2021). In order to motivate, train, and employ the company’s personnel in the best way possible, HRM functions are implemented. This results in more happy consumers as a consequence.

Customer Relationship Management (CRM):

“Morrisons,” the UK grocery chain, has achieved the first stage of its goal to improve customer attention by partnering with “Capgemini UK plc” to install a new “multichannel” “Customer Relationship Management” (CRM) system. “Morrisons” employs more than “131,000” people across its “490 UK” shops to serve more than “11 million customers” every week. A leading provider of “consulting, outsourcing”, and “technology services” is Capgemini.  “Morrisons” will be able to develop deeper customer connections thanks to its new “multichannel CRM” capacity, which will allow it to better understand and meet its clients’ unique likes, preferences, and buying behaviours (Agnihotri et al. 2017). New product lines and more successful marketing campaigns are all possible because of “Morrisons” ability to target users with unique offers. New and improved products and services will be made available to both current and new consumers across different channels as a basis for the “supermarket” group’s “multichannel strategy”. 

 

Theories of retail marketing focus on luring customers to various shop types and online commerce. Customers of Morrisons should be drawn to the retail mix that best serves the company’s needs. “Customer relationship management” is critical to attracting new customers and retaining current ones (Tien et al., 2021). There are a variety of approaches that companies use to do this. The introduction and improvement of the virtual purchasing experience would be beneficial in internet marketing. Customers’ satisfaction is critical to the success of retailing. Firm loyalty will grow if customers are consistently pleased with the product or service. It’s the ultimate goal of any company. Increased customer loyalty may be attained by regular evaluations of “service quality” and “satisfaction”.

Recommendation and Conclusion:

When it comes to virtual businesses, strategic planning is a major challenge. The members of the Morrisons have the same vision and set of aims. As the organization’s businesses grew more intertwined, it became more difficult to tell where one company begins, and the next one finishes. As a result, it is imperative for organizations to have the necessary competence to properly handle this boundary-breaking These informal groups of companies need to be supported by coordination systems. When it comes to many aspects of “Morrison’s operations,” the “company’s head office” management has minimal power. 

New managerial skills, a great lot of trust, “communication”, and “coordination” among all collaborating persons and companies are necessary because of this lack of communication. Morrison’s workers, who work virtually, are dealing with a great deal of uncertainty. The company of Morrisons should enhance their virtual ability. This company should try to reduce marketing competence that helps to expand their business. Morrisons is dealing with a variety of troubles, and they must find a way to solve them. In order to keep costs under control while still implementing effective marketing tactics, it is necessary to employ operational methods that focus on allocating resources in the most efficient manner possible. 

 

In this report, it has been concluded that there is a brief of the human resource management of Morrisons that helps the company to enhance the company marketing. On the other hand, “Customer relation management” (CRM) of the company has been described in the report it has been helping to provide knowledge about the company as well as their customer interaction.   It is a company’s overarching strategy to manage its human resources in order to match it with the company’s overall business operations. In addition to recruiting, performance evaluation, development, and remuneration, the “HR strategy” also determines the overall direction of HR. Commercially, the retail business is crucial. Customers may buy goods from a wide range of businesses thanks to it. Shopping centres, “supermarkets,” “department stores,” “speciality shops,” chain and franchise stores, internet retailers, and doorstep service providers all fall under the retail business umbrella. Large quantities of commodities are purchased by retailers, who then resale them to customers at a lower price to homes or businesses. Morrisons” has purchased a new local produce package house and distribution warehouse in Thrapston, Northampton shire, in order to better serve its growing customer base. After announcing the price cuts, Morrisons has subsequently slashed over 13,000 Safeway prices. Sir Ken Morrisons, who retired in 2008 after 55 years of service, received an” Outstanding Contribution” to the “Retail Award” from the “Retail Week Awards”.

 They have made no secret of the fact that they intended their “supermarket” to sell everything everyone wanted to purchase at a price they could afford. As a result, Morrisons is continually adding new products in an effort to attract a wider range of customers. The huge majority of vegetables and fruit are packaged in small-format stores. Morrisons could expand its initiative to convenience stores. T&M began testing “plastic-free” “fruit and vegetables” at a London store before Morrison’s plan was unveiled. However, Morrison’s trial has the potential to have a significantly greater impact because of its bigger retail network and consumer base. Human Resources are essential for a “high-quality team” of efficient professionals to be put up by an administration. The “Human Resources Management” team’s primary responsibilities include recruiting, coaching, performance evaluations, inspiring workers, workplace communication, and to a significant extent, more. It is the primary goal of “human resource management” to accomplish the goals of the organization. Consequently, finances are gathered in order to achieve such goals. They used Morrisons as a case study for our research in this student’s homework. Human resource management ensures that monies are used in the most effective way possible. 

“Human Resources Management” (HRM) teaches how to use human and non-human resources to achieve the goals of the organization. It is important to ensure that personnel and occupations are properly aligned. The “HRP” procedure has four main phases. Analyzing current workforce supply, anticipating future workforce needs, and supporting organizational goals are all part of this process. HRP is a critical investment for every company since it ensures that it is both “productive and profitable” at the same time. There are a variety of approaches that companies use to do this. The introduction and improvement of the virtual purchasing experience would be beneficial in internet marketing. Customers’ satisfaction is critical to the success of retailing. Firm loyalty will grow if customers are consistently pleased with the product or service. 

Evaluation of Techniques and Tools:

In this report, HRM and CRM of Morrison’s company have been discussed. For the purpose of bettering one’s knowledge of “human resource management” procedures and associated facts, a “human resource management” assignment Morrisons has been conducted (Ringle et al. 2020). Depending on the organization’s setting, “human resource management” is a term used to describe the management of the many levels and operations of an organization’s employees. If an organization fails, it’s not because of a lack of resources or an unwillingness to compete. Moreover, the most significant asset is human capital. An organization’s “human resources management” must be successful in order to establish a team of professionals capable of achieving the organization’s goals. There are a number of primary responsibilities for this management, including recruiting, training, motivating, and evaluating staff. In order to motivate, staff, and sustain the workforce department, “Human Resource Management” plays an important role in Morrisons. It has a significant impact on employee happiness as well as the success of the company, Morrisons. “Human resource management” (HRM) may be defined as the systematic and comprehensive management of employees in firms. To fill out the tasks includes hiring and retaining employees, setting and managing salaries and benefits, monitoring performance, navigating organizational change, and ensuring that departing employees are taken care of. There are some experts who believe that “HRM” is nothing more than the current form of Personnel Management, which was employed previously. From a macro viewpoint, “human resources management” (HRM) (Stahl et al. 2020) comprises the organizational efficiency inside an organization, i.e. a collective connection between management and workers. HRM’s goals” and outcomes are the emphasis of this strategy. A modern “HR function” is concerned with the concepts of people enablement, people development, and an emphasis on making the working relationship rewarding for both management and employees. The following are the responsibilities of Morrison’s “HR department”:

Managerial Functions – It’s a term used to describe a company’s administrative operations, including “decision-making”. It is composed of the components listed below:

• Planning – By doing research and analyzing data, as well as making decisions based on current and future conditions, an organization’s goals may be achieved through strategic planning.
• Organizing – An organization’s tasks have now been assigned to its members, and all operations have been integrated to fulfil its objectives.
• Directing – It’s a euphemism for periodically giving instructions to employees in order to keep them motivated and inform them of better ways to do tasks in order to meet company objectives.
• Controlling – Last but not least, keep an eye on how well the staff is doing their jobs and look for any discrepancies between what was expected and what really happened.

Operative Functions – “HRM’s operational functions include the following:

• The process of finding and hiring new employees – It’s a term used to describe the process by which a company chooses the most worthy personnel.
• Designing a Job – Explaining the duties of the work and the traits and qualifications necessary for it involves breaking down the entire task into smaller ones in order to attain goals. It also means breaking down the work itself into smaller ones.
• An evaluation of one’s work – Employee performance reviews are required following the completion of the hiring process, the performance of specific tasks by workers, and the assessment of the quality of their work.
• Educating and Developing Employees – It is imperative that employees are given the opportunity to learn and grow in order to keep up with the ever-changing landscape.
• Maintenance – Morrison’s is continuously looking for methods to motivate and retain its top workers. As a result, their employee turnover is far pretty low.
• Workers’ Compensation – When the rights and benefits of employees are jeopardized, they organize a trade union to speak out.

Functions of Consultation – When a company has advisory roles, it indicates that it gives advice to the highest levels of leadership on matters such as plan formation, job analysis, and the selection of workers. It also gives advice to various department heads on matters such as employee training and development.

 

Managing all of the company’s contacts and interactions with consumers and potential customers is the goal of “customer relationship management” (CRM). Improve business connections is the aim. A “CRM system” helps firms remain in touch with their consumers, streamline their procedures, and increase their profitability. A “CRM system” (Adiyanto, 2021), a software that assists with “customer relationship management”, sales and marketing, productivity, and more, is generally what people mean when they talk about “CRM”.  “Customer relationship management” (CRM) software allows the company to focus on individual relationships with customers, service users, coworkers, and suppliers throughout the lifecycle of their business relationship, from prospecting for new clients to winning their business and providing ongoing customer support and services. “Customer relationship management” software has been deployed by Morrisons in an effort to better compete with “the big four” grocery chains. With the use of a new system created by Capgemini, Morrisons will be able to better understand customers’ likes, preferences, and purchasing behaviours via the production of personalized services, new product lines, and a more successful marketing campaign. When customers communicate with them by phone or email or via the web or via social media, digital marketing and analytics technologies are used to gather information about their interactions with the company. Morrisons’ new multichannel “CRM” capacity (Dewnarain et al., 2021) will allow it to better understand and serve the particular interests, preferences, and purchasing habits of its consumers, resulting in stronger customer connections. Morrisons will be able to better target customers, develop new product lines, and execute more successful marketing campaigns as a result of this. New and improved products and services will be made available to both current and emerging consumers across different channels as a basis for the supermarket group’s “multichannel” strategy. Morrisons and Capgemini have completed the first part of their strategy to increase customer attention by implementing a new multichannel “Customer Relationship Management” (CRM) capability. Every week, Morrisons serves over “11 million” consumers from its more than “490 UK” shops and “131,000 staff”. A leading provider of consulting, outsourcing, and technology services, “Capgemini” is one of the world’s largest companies. 
 

Reference List

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Guerola-Navarro, V., Oltra-Badenes, R., Gil-Gomez, H. and Gil-Gomez, J.A., 2021. Research model for measuring the impact of customer relationship management (CRM) on performance indicators. Economic research-ekonomska istraživanja, 34(1), pp.2669-2691.

 

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Madhovi, P.G. and Dhliwayo, S., 2017. The relationship between customer relationship management (CRM) and performance in the hotel industry. African Journal of Hospitality, Tourism and Leisure, 6(1), pp.1-13.

 

Zhao, X., Fu, N., Taylor, S. and Flood, P.C., 2020. The dynamic process of customer psychological contracts in a service context. International Journal of Market Research, 62(6), pp.707-724.

 

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Tweedie, D., Wild, D., Rhodes, C. and Martinov‐Bennie, N., 2019. How does performance management affect workers? Beyond human resource management and its critique. International Journal of Management Reviews, 21(1), pp.76-96.

 

Yan, M.A. and Li-Hui, L., 2017. Making of the Body: Childhood Trauma in Toni Morrisons God Help the Child. Journal of Languages and Culture, 8(3), pp.18-23.

 

Näckdal, A., 2018. Den berättande texten: En narratologisk studie av Toni Morrisons Beloved. 

Calvard, T.S. and Jeske, D., 2018. Developing human resource data risk management in the age of big data. International Journal of Information Management, 43, pp.159-164.

 

Haleem, F. and Jehangir, M., 2017. Strategic management practices by Morrison PLC, UK. Analysis, lessons and implications. Middle East Journal of Business, 12(3), pp.2-9.

 

Haenlein, M., 2017. How to date your clients in the 21st century: Challenges in managing customer relationships in today’s world. Business Horizons, 60(5), pp.577-586.