Business Consulting for Morrison's: Company Overview, Issues, and Areas of Importance

This report provides business consulting for Morrison's, a leading supermarket in the UK. It covers the company overview, issues, and areas of importance such as competitors, target customer market, and influencing factors from the external environment.

BUSINESS CONSULTING

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
1- Company overview and issue that it face................................................................................3
2- Breaking issue down by critically examining and presenting areas of importance to
Morrison's....................................................................................................................................4
3- What are the top three issues that Morrison's is facing?.........................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Business consulting is defined as strategic procedure that provide useful suggestions to
individual or entrepreneurs regarding issues that they are facing. It aids to optimize and enhance
overall venture models and practices that play significant role regarding organizational growth.
This process driven the attention of an organization management toward taking strategic
decisions and actions. The current assignment will be based on Morrison, which falls under the
category of leading supermarkets in the UK. The study will explain company overview and issue
that it face. Furthermore, the report will also specify areas of importance to firm such as rivals,
target consumers and influencing factors from external environment. Lastly, it will define three
issues that organization is facing.
TASK
1- Company overview and issue that it face.
Morrison's is listed in top 10 supermarkets category, because it has provided satisfactory
products and services to customers, who prefer to purchase its items and take pleasure of using
that forever (Company History, 2022). It has long been famed for market street subject and
makes great attempts to locally source produce wherever it is possible, pushing integrity and
freshness, especially when supermarket offer a high stress experience to everyone.
Aim-
The aim of Morrison's is to become more competitive, serving and local solutions brand
in the retail industry.
Objective-
 To enhance consumer satisfactory more than 50% within 2 years.
 To increase profitability by 50% within 2 years.
 To expand business globally within next 3 years.
 To gain competitive advantages and become a competitive supermarket in 2 years.
Issue statement-
Operations management is the biggest issue that Morrison's in the recent time was facing
because of pandemic, which put negative impact on its success, growth and profitability. It may
put direct influence on its management practices and overall venture progress negatively, which
drive the attention of supermarket administration toward taking essential actions. This problem
may affect chosen firm at short term duration, until when it may do not take right decision and

implement a action that aid to deal with that systematically. It can be said that pandemic is one of
those factors that put impact on each and every business sector and companies that are working
under these.
2- Breaking issue down by critically examining and presenting areas of importance to
Morrison's.
In the business world, there are different types of factors or forces accessible, which are
important for companies whether it is small or large, private or public to take into their
consideration. In this term, they may take strategic action to grow and gain all the benefits that
are available in the sector where a company are operating. In case of Morrison's, it is essential
for management and organization to take certain concepts into recognizant and these are:
Competitors-
It is necessary to Morrison's, to consider the activities, practices and strategies of rivals,
which enable it to develop the best tactics of its venture. For example, TESCO, ASDA,
Sainsbury, Aldi, etc. are top supermarket brands in the UK, among which each supermarket is
able to give tough competition to Morrison's. In case of gaining competitive advantages,
management may utilize competitive analysis concept into their consideration. As it may take
approach to measure the success criteria of major rivalry brands and factors that contribute to
make them successful (Gkatzidou, Giacomin and Skrypchuk, 2021). They may concentrate on
current practices of rivals, which is quite essential for administration to do that.
Target customer market-
This term is also included in category of areas that is important for Morrison's to consider
and take action accordingly. It can be said that in the recent era, it is quite challenging for
company to manage the demand and supply in term of operations management because of
COVID-19, which bring many challenges for supermarket to run its business successfully. Its
management may take approach to find out and utilize the best option that enable consumers to
reach a place where they may purchase goods according to their needs (Naseri, 2021). For
example, they may take action to utilize online source such as e-commerce platform.
Influencing factors from external environment-
For purpose of analysing external factors that influence or impact Morrison, Pestle as
strategic framework is applied and describe below;
Political factor-

Changes related to any political factor such as trade policy, tax rate, political stability,
etc. may put direct impact on success and strategic actions of a company. In case of Morrison's,
political stability play significant role, as it may enable organization to take action to enter into
new market where it may grow rapidly better than now.
Economic factor-
Fluctuation related to economic factors such as economic growth, income level,
education, etc. put impact on management practices of successful and progressive companies.
For example, change related to economic growth put negative impact on Morrison's, as people
are facing challenges earning and spend their money as majority of population are jobless.
Social factor-
In today's era, individual customer prefer to eat health, stay safe, and shop online, instead
of reaching outlet where risk of being infected from pandemic reach high. It may put positive
impact on chosen supermarket, as it may take initiative to provide online shopping services or
facilities to target market that aid to enhance their satisfaction and give them reason to stay with
brand.
Technology factor-
Technology advancement play vital role in the context of enhancing Morrison's
operational efficiency and effectiveness, in term of enabling marketing department to generate
awareness regarding any specific seasonal offer and other things. It may give them chance to
aware target customers, whether they are new or existing about value added services and goods
that supermarket plan to offer them.
Legal factor-
Fluctuation related to employment laws, business regulation and consumer law as well as
health & safety in workplace, impact the way a company take decision and conduct each
operation. In case of Morrison's, changes in the context of employment and work safety laws put
negative impact. Due to this factor, firm may face issue to sustain in the market until it may do
not make changes related to current terms.
Environmental factor-
Customers and government concern related to environmental sustainability put negative
impact on Morrison's in term of putting a lot of pressure on supermarket management to consider
new sustainable approaches. This factor lead to increase work stress, and requirements related to

human resource, time, efforts and more things. It may put major impact on company, which is
not suitable for its rapid growth in the retail industry.
3- What are the top three issues that Morrison's is facing?
Future sustainability management related issue-
It is one of those issues that supermarket in the recent time is face and it is related to
current and further practices as individual consumer expect to retain with those brands that is
able to develop plan to conduct sustainable practices in the future according to their expectation
(Khoshnevisan and et.al., 2021). This factor brings more critical issues for Morrison's and lead to
maximize work pressure on candidates whether they are new and existing. It put direct impact on
administration decision-making procedure negatively, which they handle with care in form of
understanding the situation properly that is important.
Management issue-
Just because of low economic growth, organization may face issue to manage its
operations whether it is marketing, supply and more in systematic manner. It may lead to
decrease its performance and productivity as well as profitability that is not suitable for
continuous organizational success. Along with this, it may bring more challenges that directly or
indirectly impact operational efficiency of supermarket. This issue is as critical as rest of the two,
because of influence or their affect on organization performance and the way it may conduct
initiative to retain consumers as valuable stakeholder.
Legal issues-
Along with two, Morrison's may face this problem as well that also impact in similar
manner and on same objects (Algieri, 2021). For example, changes related to regulatory and
legal terms, put pressure on HR and legal department of supermarket to deal with current
situation that put pressure on them to think and take initiative to comply with all the fluctuations.
They may have to make possible and strategic changes in the context of employment policies
and more things which require a lot of time and efforts as well as resources that both departments
may utilize.
CONCLUSION
By summing up above discussion, it has been summarized that organization has
overcome the negative impacts of key issue that they are facing. It has developed one of those
strategic approaches and applied the same in systematic manner that enabled it to gain

competitive advantages in bulk, which is quite challenging for any company to do so.
Furthermore, it has been identified that company has enhanced its performance level and make
possible changes related to current operational activities that enabled brand to give tough
competition to its rivals. It has sustained for longer and will do the same in the future when
management considers strategic factors into their consideration, whether they are external or
internal.

REFERENCES
Book and Journals
Algieri, B., 2021. Fast & furious: Do psychological and legal factors affect commodity price
volatility?. The World Economy. 44(4). pp.980-1017.
Gkatzidou, V., Giacomin, J. and Skrypchuk, L., 2021. 10. Competitive Analysis. In Automotive
Human Centred Design Methods (pp. 46-47). De Gruyter.
Khoshnevisan, B and et.al., 2021. A critical review on livestock manure biorefinery
technologies: Sustainability, challenges, and future perspectives. Renewable and
Sustainable Energy Reviews. 135. p.110033.
Naseri, R. N. N., 2021. Issues And Challenges Of Online Shoppingactivities On The Impact Of
Corona Pandemic: A Study On Malaysia Retail Industry. Turkish Journal of Computer
and Mathematics Education (TURCOMAT). 12(10). pp.7682-7686.
Online
Company History. 2022. [Online]. Available Through:
<https://www.morrisons-corporate.com/about-us/company-history/>