The SWOT and the PESTLE Analysis of Morrison Plc Essay - 1

The SWOT and the PESTLE Analysis of Morrison Plc - Essay Example This paper illustrates that expanding the network of new stores is a unique opportunity for Morrison and the current discount policy and other incentives from competitors to the retail customers are the biggest threat to the company. In the PESTLE analysis, tax imbalance puts the unfavorable effect on Morrison’s performance. Inflation offers similar challenges. Socially, Morrison has signed ethical audit agreement and technologically it has replaced manual system with machines. Legally, it may face litigation cost whereas environmentally it has received an award for reducing carbon footprint. Organisations face numerous internal and external threats. For assessing and understanding the type and level of their impact on their financial performance, different macro analysis tools are used including the SWOT and the PESTLE analysis. The SWOT analysis is mostly used for assessing both internal and external capabilities and challenges in which strengths and weaknesses evaluate the internal capabilities whereas the opportunities and threats are used for investigating the external factors which directly or indirectly affect the financial and operational performance of organizations. Similarly, the PESTLE analysis is a typical external environment tool which is fundamentally used to highlight those factors which have the capability to affect the organizations. in this regard, it is important to point out that the PESTLE analysis reflects only those factors which are beyond the control of organizations and they are only required to adjust their strategic marketing for avoiding or gaining advantage from the effects of external factors. In this regard, Morrison has different internal strengths and weaknesses and there are some threats along with opportunities for the organizations. In the following parts of this report, first Morrison’s background is provided in which some basic information for the company has been given. It is followed by the SWOT analysis in which Morrison’s existing competence level has been evaluated. Subsequently, before the conclusion and recommendations part, the PESTLE analysis has been carried out.

Oflactory and Gustative Marketing Assignment Example | Topics and Well Written Essays - 500 words

Oflactory and Gustative Marketing - Assignment Example Most marketing activities in hotels adopt a visual marketing since there is a deep connection between brands and customer involvement. Due to the increase in competition in businesses today, many marketers have employed the olfactory stimuli to capture the attention of buyers. Olfactory marketing makes the customers linger longer in retail surrounding, and this lures them to making impulse purchases. Scent marketing has become a fast emerging trend in marketing. The trend recognizes the need for companies to strive and reach their target customers through sight and sound. As Kimmel (2010) noted, difficulties faced by marketers in trying to reach the audience makes scent-related marketing understandable. The principle behind the olfactory branding is uniqueness and consistency (Dooley, 2012). Controlling the olfactory environment is there necessary since people tend to associate smells with products or the store. To support the olfactory marketing, companies should consider using olfactory packaging on their products. Olfactory packaging is way of packing products in a manner that appeal to the sense of smell (Kimme l, 2012). Many researchers have been trying to investigate the effect that the olfactory sign exert on clients and the approach behaviors they were exhibiting. The researchers observed that products in the scented store remained for a short period as compared to those in unscented store. Merchandise evaluations showed that the intention to purchase a backpack while no scent was present was only 2.29 while after the application of the scent the scale rose to 2.97. The researcher findings proved that odors and their many features have the capability of affecting a customer’s perception of services and products (Cherish & Oktavian, 2012). One can conclude by saying that adequate scent exploitation is of great importance in marketing and other business activities. Gustative