Macro Environmental Analysis

Global Business Environment

Contents
MACRO ENVIRONMENTAL ANALYSIS..................................................................................3
PESTLE FRAMEWORK................................................................................................................3
REFERENCES................................................................................................................................5

INTRODUCTION
Macro environment analysis involves forces which is affecting the economy at larger level. This
refers to the broader condition of an economy as opposed to specific market. In this analysis,
company will review all the factors which are unable to control (Shtal and et.al., 2018).
Morrison is on of smartest among four largest supermarkets consisting of Tesco, Sainsbury and
ASDA in state of United Kingdom. Company have been established food retailer organization
with robust online home delivery system. Morrison is having procurement and manufacturing
facilities.
MAIN BODY
Morrison is paying major focus on quality and customer enhancement with proper
implication PESTLE model. the model will comprise of political, economic. social,
technological, environmental and legal factor as important role in determining business strategy
overcoming different challenges in Morrison market. Due to COVID, the consumer food
behaviour has been changes towards certain commodities creating negative impact on Morison.
The pandemic has brought up major change in job structuring and loss of disposal income of
country. There has been major contradiction in customer budget creating negative impact on
Morison productivity and profitability. COVID have paid major emphasis on immunity boosting
food product. the company have come up with opportunities to expand the business indifferent
direction paying major emphasis on organic food products (Vallati and Grassi, 2019). COVID
have bring up the major change in the food safety ad legal standards such as looking to item
having better immunity building elements. UK legislation have imposed large ethical audits to
measure out the retail business integrity.
Recommendation
In the COVID-19 situation firm should have proper following of rules and regulation
social distancing aspect with proper sanitation in home delivery process.
Morison should look into concern regarding building up immunity which will tuned out
opportunity for firm expansion healthy food products
Conclusion
Hence, PESTLE analysis builds out deep interaction regarding different macro
environmental factors. Morrison have identified with several opportunities and threat. Company
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