The impact of Morrisons’s slow migration to online sales and promotions

Sales and marketing procedure can be considered as one of the major functions of any organisation. The marketing techniques and sales procedures of various organisations are facing rapid changes due to continuous development of technologies. This rapid development is enabling the population to easily access the details about any organisation and its offering from different corners of the world (Cho, Bae & Park, 2013). Digital marketing procedure is assisting organisations to custom their sales and marketing techniques as per the consumer behaviour. In today’s global environment marketers are developing digital strategies which are assisting them to secure a competitive position in the market. This contemporary issue of marketing has provided a great impact on the global retail businesses. Most of the retail businesses are promptly shifting their traditional marketing approach to the digital marketing approach. This procedure is also allowing them to shift the consumer behaviour pattern. On the other hand, the inefficiency in digital marketing and promotional procedure is adversely affecting a number of organisations in terms of their global reputation and market growth (Belch & Belch, 2003). The further discussion will evaluate the impact of inadequate and slow online sales and promotional procedure on the market growth as well as global reputation of WM Morrison Supermarket Plc. Over the last few years Morrisons had confronted huge competition from the local as well as global market competitors due to the rapid development of the digital marketing and sales procedure. Currently, the organisation has secured the fourth position within the largest supermarket chains of the United Kingdom. This organisation was established by William Morrison in 1899 as a single convenience store. Currently the organisation possesses 113 local stores and 515 superstores across Wales, Scotland and England. The major competitors of the organisation are Tesco, Sainsbury’s and Asda (Hall, 2013).

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