A swot and BCG matrix of Morrisons retailer

A swot and BCG intercellular substance of Morrisons retailer merchandise strategy is a method of foc victimisation an organizations capabilities and resources toward a defined task which leads the organisation toward sale promotion and target selling place. merchandising strategies ar the combination of product promotion, distri andion, price, relationship management and otherwise elements identifies the firms marketing goals, and explains how they testament be achieved, ideally within a verbalize measureframe. Marketing strategies be concluding the target market segments, laying, marketing mix, and parcelling of resources.In recent years, several conceptual frameworks open been developed to fail understand the edgees of strategy bodyulation, and for such processes, the term strategic marketing is apply to describe the decisions interpreted to develop long-run strategies for survival and emergence rough MorrisonsWe ar the UKs fourth largest fare retailer with403 sto res. Our work is mainly food and securities industry the weekly shop. Uniquely we source and process virtually of the sporty food that we sell though our own manufacturing facilities, giving us intimately control over provenance and quality and we have to a greater extent lot preparing more food in store than any other retailer. each week nine million customers pass through our doors and 124,000 colleagues across the business work hard each day to deliver great callfulness to them. With competitive prices and hundreds of special offers, we are proud to save our customers m cardinaly all(prenominal) day.Definition of Strategic MarketingMarketing Strategy is a process that can al embarrassed an organization to concentrate its limited resources on the superior opportunities to increase sales and achieve a sustainable competitive payoff. (Baker Michael 2008)Principles of marketing strategiesPeople Oriented MarketingThe purpose of marketing strategies is to create the added advantage of the company. The strategies that are supported to the customer orientation is the most beta star 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. strengthener System StrategiesStrategies are prepared to satisfy the customer and employees. Bonus Cards, committal cards are the rewards that organisation gives to their customers just to restrain them. warring AdvantagesMarketing strategies are prepared according to the competitive advantage of the competitor.Marker paper AssetsMarketing strategies are supported to the brand divulge, brand image, company name and then cash them to gain advantage.Vision of Morrisonsfood specialist for eachone feed specialistWe really understand foodwe know where it bring forths fromwe pack it and capture it in our facto rieswe make it in our stores andwe employ craft skills in every store.For everyoneGreat food which is alsogreat value andfor every day, not just special days.This vision is supported by our brand determine and strategic objectives.Brand valueOur brand values are important to delivering our strategy and underpin all our strategic objectives. Fresh, Value and Service are discussed in the right-hand box above.SMART epitomeSMART is an acronym which tells us that when ever we set any companies objectives they should be,S =SpecificM= mensuralA = Actionable or AchievableR = RealisticT = Time FrameMorrisons strategyKeeping 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 give out year.Morrisons care of UK grocery marketFor the financial year 2009/10 the grocery market was worth 90.2bn, an increase of 4.7%.Morrisons market mete out continues to increase as we move from National to Nationwide.Morrisons market share(percentage %)200720082009201011.912.112.312.6Morrisons share of grocers UK 2010(percentage %)A.Morrisons12.6%B.Tesco, Asda, Sainsburys (combined)63.5%C. bonus (combined)5.8%D.Discounters and others (combined)Morrisons market share growth was greater than the total market growth year-on-year and as a result we grew market share. The top four supermarkets combined accounted for around 76% of the market.(Source Kantar Worldpanel)Market share growth in 2009/10(Percentage %)SWOT AnalysisSWOT analysis in the technique to understand the internal and outdoor(a) analysis of the company that tell companies strength, calorie-freenesses, opportunities and threat of the company.STRENGTHMarket share growth in 2009/10Store estate development encyclopaedism of co-operative storesOpening of 34 new storesFood specialistSpecialist in foodOwen supply chainOwn dist ribution channelMorrison form for foodOwen packing factoriesInstore preparation of foodQuickest turnaround time between order and deliveryEmployees education programme (MBA)WEEKNESSESLack of the customers confidenceVery less number of storesLess AdvertisementLittle hour high pricingOPPORTUNITYHome Deliveryextension of thin stores to dream up the more customersstart the new business line as Morrisons pharmacyMove into non-food retailing in the UK.Entry into new retail segments, such as drugstores, department stores, speciality unitsIncrease the number of stores to cover the more population worldsTHREATLow pricing of competitorsCommunication is weakHigh competitionOpen market for entering new competitors acquire of co-operative store are not maintain Morrisons standardUncertainty will affect the sale and profitability of the company hawkish AnalysisCompetitive analysis conducted for the comparison of company to the other different companies/ competitors. It tells the company that where their products are and where the other have, they are in the good position are their competitor. Competitive analysis is tells advantages and the weaknesses of the companies over the competitors.Morrisons have strong competition with Tesco, ASDA, and Sainsbury etceteracapital of Massachusetts Consulting Group MatrixStarHigh growth business or products that competing the market where they have competitive advantage/ edge as liken to the competitor. Normally heavy investments are required to exist in the market. Morrison may not fall in this part of the matrix.Cash Cows personal credit line growth is low or product having relative market share. in that location is normally low business and little investment is required to retain in the market. Good leadership and strategies are required for growth. Morrisons is in this area of matrix.Question mark communication channel or product have low market share but exist in the high growth market. Businesses in this area are require d high investment but they have potential to grow high. Management have to make near growth strategies that Morrison have done and now in the growth position of the market.DogsBusinesses or products have low market share and unattractive market. Business fall in this area may generate profit to come on breakeven point.price strategiesThere are number of pricing strategies that companies utilise in according to their purpose that are fit and matched with objectives and goals. The strategies arePremium PricingEconomy PricingPenetration Pricing mental PricingSkimming PricingCaptive Product PricingProduct heap PricingPromotional PricingGeographical PricingMorrisons are utilise various pricing strategies from the above mentioned strategies.Economy PricingMorrisons are apply this strategy in their products that are daily use items. All most all the grocery items are under economy pricing scheme.Psychological PricingMorrisons are also adopting this pricing technique just for mental i mpact on the customers. For example 99PPromotional PricingMorrisons are using this strategy for promotional items.Example buy 1 get one free or two item 2 pound etc.STP StrategiesSTP is another type of marketing strategies that companies kept in mind while formulating its marketing strategies. STP stands forS- SegmentationT- TargetP- positionSegmentationDemographicalGeographicalPsychologicalBehaviouralGeographicalCompany shared its area into different parts than these subareas are also divided into regions. Morrisons have divided its UK market into 4 parts that are the states then these are divided into cities and then cities are divided its sides like central, north, east, west, northwest etc.Distribution and channel strategiesMorrisons have their own distribution channel that is use to deliver its products to the retail stores for the end use of customers. Fresh foods are taken from own forms than they penetrate to the concern factory for packing and finally distribute to the r etail stores effective and efficient use of the supply chain management.