Business Strategy for Morrison's: PESTLE, SWOT, Porter's Five Forces, and Generic Strategies

BUSINESS STRATEGY

Table of Contents
INTRODUCTION...........................................................................................................................3
PART A...........................................................................................................................................3
1- Analysing internal and external business environment by using PESTLE and SWOT
analysis of Morrison's..................................................................................................................3
2- Analysing competitive environment using Porter's five forces model....................................6
3- Identification and justification of company's existing or potential competitive advantage.. . .6
4- Devising valid strategies and tactical objectives to achieve overall strategic objectives........6
PART-B.........................................................................................................................................12
1- Critical evaluation of strategic directions..............................................................................12
2- Recommending appropriate strategies...................................................................................12
3- Monitoring the strategies.......................................................................................................13
CONCLUSION..............................................................................................................................14
REFERENCES................................................................................................................................1

INTRODUCTION
Business strategy is a set of plans or goals that defines how the organization can compete
in potential markets with a prescribed line of products. Morrison is supermarket chain operating
in the United Kingdom (Ali and et.al., 2021). The current report will analyse the impact and
influence of the macro environment on Morrison and its strategies with the help of PESTLE
analysis, SWOT analysis and Stakeholder analysis. Using Mckinsey's 7s Model, internal
environment and capabilities of Morrison will be analysed. Moreover, Porter's Five Force model
will be used to evaluate the competitive forces of a given market sector for the mentioned
company. Also, Porter's generic strategies will be highlighted based on which the company's
strategies will be discussed.
PART A
1- Analysing internal and external business environment by using PESTLE and SWOT analysis
of Morrison's.
There are several models accessible in the corporate world, that has been applied in the
context of industries and companies. In case of Morrison, Pestle, SWOT and other types of
strategic frameworks applied, below;
PESTLE analysis-
Political factor-
In the China, political stability and other political factors such as trade policy, can put
negative impact on Morrison's (Christodoulou and Cullinane, 2019). It leads to create new
challenges for the supermarket in term of increasing trade charges, which is not suitable for its
success in the new market.
Economic factor-
Economic stability, income level, education and other factors covered in the economic
terms can put positive impact on Morrison's, in term of increasing sales and productivity of
venture in the China. As organization can hire new educated and knowledgable candidates, who
are able to serve their services in the Chinese market.
Social factor-
Market trend, buying behaviour of customers and other terms are included in the list of
social factors. Morrison's can take benefit of each term as it affect positively upon its venture.
Firm can take approach to identify the trend and then start offering products accordingly.

Technology factor-
Technology advancement can put positive impact on venture in the new market, in term
of driving marketer attention toward using advanced technologies that help to promote business
appropriately.
Legal factor-
Changes related to regulatory frameworks and concepts, can put negative impact on
company in term of increasing work pressure to make possible and essential changes related to
policies that Morrison's follow earlier.
Environmental factor-
Morrison's can sustain for longer in the new market, because it follows CSR concept and
work according to that consideration. As it enable company to build excellent brand image in the
China, where sustainability matters.
Ansoff's growth vector matrix-
Market penetration-
According to current strategy of Ansoff's growth matrix, Morrison's can take approach to
focus on increasing sales of current items into UK and other existing market (What is the Ansoff
Matrix, 2022).
Product development-
The current term drives the attention of company toward taking initiative of offering new
category of product to the customers, either existing or new that help to increase sales (Auma
and Waithaka, 2020).
Market development-
With consideration of market development, Morrison's can take initiative to enter into
new market such as China, where possibility of venture growth and success is high in extent.
Diversification-
With the strategic term of diversification, organization can take action to enter into new
market with new product, that customers prefer to purchase, which help to meet their needs.
SWOT analysis-
Strengths-
Skilled workforce, good brand image and effective management style, are the key
strengths of company that it can utilize to achieve the strategic goals and objectives.