Global Business and Strategy

GLOBAL BUSINESS AND
STRATEGY

Table of Contents
INTRODUCTION...........................................................................................................................2
MAIN BODY..................................................................................................................................2
External and internal analysis in context of Morrison’s.......................................................2
Identification of company sustainable competitive advantages.........................................5
Strategies suggestions base on overall analysis & discussion of implementation of
problems.....................................................................................................................................8
CONCLUSION..............................................................................................................................9
REFERENCES............................................................................................................................10

INTRODUCTION
A Global venture could consider as organization that operates facilities in several
nations around the universe and develop effective strategies in order to sustain within
those countries for longer period. It is quite different from international ventures, which
sells items all over the world. The current assignment will be based on Morrison’s,
which falls under category of the most popular supermarket chains in the United
Kingdom. The aims of this chosen company is to provide valuable services and
products to target market. This study will explain internal and external environment
analysis and will also explain firm’s sustainable competitive benefits. This report will
justify possible suggestions base on previous analysis and argument of implementation
issues in context of selected firm.
MAIN BODY
External and internal analysis in context of Morrison’s
External analysis can define as procedure of examining specific sector
environment in which a company has operated (Liu, 2018). It considers at wider
business atmosphere that could affects firms. While, internal analysis means
examination of companies internal circumstances to assess its key resources, ability
and competitive benefits (Sholihah and et.al., 2019). It looks at elements within ventures
such as strengths, weaknesses, threats and other factors. In order to conduct external
and internal analysis in context of Morrison’s, different forms of strategic tools or
framework could use that are mentioned below-
PESTEL analysis-
This model is use to conduct external analysis of business environment which
define certain factors and its impact upon current management practices.
Political factor-
Political stability or instability, change in tax rate, trade policy & regulation and
pricing regulations are included in category of political factors (Chen and et.al., 2018). In
case of Morrison’s, trade regulation is one of the biggest external elements that can put
negative impact business performance and current practices of administration in form of
making change within existing plans relate to trade. Changes within trading rules and

policies put high pressure on firm to make modification within its activities according to
new terms.
Economic factor-
Economic growth rate, unemployment rate, inflation, interest rate and exchange
rate are all economic factors that directly impact a company activities and actions
(Freire and Rudkin, 2019). In context of Morrison’s, unemployment is one of the
components that put positive impact upon existing employment policies and practices.
For example, due to this factor supermarket can get opportunity to hire or select new
workers who are able to work within firm and contribute in gaining competitive edge.
Social factor-
Education level, changes in life style, current market trends, demographic
changes, alters in needs and preferences of buyers are included in this category
(Karunarathna and et.al., 2020). In regard to Morrison’s, when customers change the
way he or she purchase products, it could impact sales and profitability of company.
Furthermore, it also affects how inventory management arrange everything that
influence and attract consumers and satisfy their needs. This factor impact for short
term period.
Technology factor-
Technology advancement is one of those factors that affect or influence in
positive manner and bring a lot of advantages for Morrison’s. For instance, development
of digital marketing tools and technologies allow firm to create a content and then
promote its products at global level which is quite beneficial in term of increasing sale,
profitability and productivity as well (Ra and et.al., 2019). Furthermore, with this element
supermarket could gain the attention of new customers.
Environmental factor-
Climate change, recycling, zero waste and other concepts are known as
environmental factors. Consumers and government concern for environmental safety as
it put pressure on supermarkets such as Morrison to reduce its carbon footprint which is
really very important in term of saving nature from harmful impacts like air, land and
other types of pollution (Maouris and et.al., 2020). It puts positive impact upon