Marketing Plan for Morrisons
Contents
Page 3.........................................................Executive Summary
Page 4.........................................................Introduction
Page 4.........................................................History of Food Retailing
Page 6.........................................................Analysis of Present Market
Page 7..........................................................Key PEST Factors
Page 9..........................................................Morrisons Position
Page 10........................................................Key SWOT Factors
Page 11........................................................Key Competitors Positions
Page 13........................................................Porter’s Five Forces
Page 15........................................................Recommendations
Page 16........................................................Conclusions
Page 17........................................................Bibliography
Page 19………………………………………………………Appendices
Page 20........................................................PEST Analysis
Page 21........................................................SWOT Analysis
Page 22........................................................Action Plan
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Morrisons-Competitive Analysis
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Executive Summary
Morrisons is the fourth largest grocery retailer with a market share of 11.2%. In 2004 Morrisons took over Safeway in order to enter the convenience store market and increase market share, although this is proving to be a success, it left the company with a £313 million pre tax loss in January 20006.
In order to increase their profitability after their huge loss and to respond to the changes in the market Morrisons revitalised their image by promoting the freshness of their products in their recent campaign of “Fresh Choice for You.”
The economic downturn is of
Page 3.........................................................Executive Summary
Page 4.........................................................Introduction
Page 4.........................................................History of Food Retailing
Page 6.........................................................Analysis of Present Market
Page 7..........................................................Key PEST Factors
Page 9..........................................................Morrisons Position
Page 10........................................................Key SWOT Factors
Page 11........................................................Key Competitors Positions
Page 13........................................................Porter’s Five Forces
Page 15........................................................Recommendations
Page 16........................................................Conclusions
Page 17........................................................Bibliography
Page 19………………………………………………………Appendices
Page 20........................................................PEST Analysis
Page 21........................................................SWOT Analysis
Page 22........................................................Action Plan
[pic]
Morrisons-Competitive Analysis
[pic]
Executive Summary
Morrisons is the fourth largest grocery retailer with a market share of 11.2%. In 2004 Morrisons took over Safeway in order to enter the convenience store market and increase market share, although this is proving to be a success, it left the company with a £313 million pre tax loss in January 20006.
In order to increase their profitability after their huge loss and to respond to the changes in the market Morrisons revitalised their image by promoting the freshness of their products in their recent campaign of “Fresh Choice for You.”
The economic downturn is of