Individual Project Report with Practical (Oral) Performance

This report evaluates the external environment with Porter's five forces analysis and identifies the changing drivers and retail industry attractiveness. It also discusses ethical dilemmas faced by Morrisons organization and suggests alternatives and choices of action to resolve them.

INDIVIDUAL PROJECT
REPORT WITH
PRACTICAL (ORAL)
PERFORMANCE

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Porters five forces analysis of Morrison.....................................................................................3
Theme5 : Organization performing with social manner..................................................................6
3. Meaning of Ethical Dilemma and two ethical dilemmas which need to be resolved by
Morrisons organisation...............................................................................................................7
Task 2...............................................................................................................................................9
Individual practical performance................................................................................................9
CONCLUSION/ RECOMMENDATION.....................................................................................10
REFERENCE.................................................................................................................................11

INTRODUCTION
The individual report has a basic information which is important to verify with the
dealing and also used to inspect the existing customers for safer trade practises. Morrison
supermarket plc is being number fourth largest chain in the Britain uses to retail the grocery and
other products. This report will evaluate the external environment with porters five forces
analysis and identify the changing drivers and retail industry attractiveness. Developing question
on cultural web and determine the ethical dilemma.
MAIN BODY
Porters five forces analysis of Morrison
The Morrison supermarket are being leading company in the retail sector. The porters five forces
framework is traditional approach which helps to take the decision which are helpful to get
sustainable benefits in retailing industry. The five forces are:
Threat of new entrants(Low): In the retailing industry when a new organization enter the
market they usually bring something new as per the particular trend. When they enter the market
then their pricing is low because they use the pricing penetration and also provide the value
suggestion to the customers (Solihati, 2021). Yet the Morrison have a large variety in its product
range, and they are keep on adding to it so it becomes difficult for a new entrant to come with
such a wider variety in product so this force is not that much influence the Morrison.
Bargaining power of supplier(Low): There are large number of suppliers in the market from
which the companies use to buy the raw materials and suppliers always try to reduce the margins
which the Morrison uses to earning in the market. Morrison uses to change the suppliers when
they find that the suppliers are charging more than others (Song, Wang and Zhu, 2018). Usually
the quality and manner of production of the supplier are same so the company not felt any
difficulty to switch to some other supplier in the market. The supplier can not control the pricing
of the raw material so this force is also less influencing the company.
Bargaining power of Buyers (high): There are lots of buyers in the market who are having
different demands related to their needed products. They are always wanted to spend on that
option which is less in cost and higher satisfactory power. So when Morrison uses to increase
their product prices as compared to its alternative products then customers tends to discontinue
with the Morrison and shift to some other brand (Shenoy and Aithal, 2017). To tackle this force

the company should increase and decrease its products price as per its competitive brand and try
to build larger customer base.
Threat of substitute products and services (Medium): the substitute products are those which
can fulfil the need of customers in different manner yet this practises cause loss for the company
who is offering the particular product. Yet there are less substitute goods available in the market
in which Morrison deals. They are also relatively more expensive than the products of Morrison
and the company is offering the products at lower cost. Therefore, this force is not many impacts
on the Morrison business.
Rivalry among existing companies(high): the industry where Morrison operates are having
fewer companies who are offering smiler kind of products in the market. Mostly the companies
are experienced companies, and they are having larger market share. When an individual
company reduces its price then all other competitors are also followed the same to sustain in the
market with effective marketing shares. To tackle this force the company should develop more
sustainable difference and try to innovate more to compete more effectively.
Key drivers of changes
There are many elements which are the reason behind the change in the retailing industry of UK.
The customers in the market are changing their habits to shop so the key factors that are
implementing the change are:
Pleasure: The customers in the market always wants to see something new in the market from
the current collection. When they see the new products in the market then they are going to be
attracted with that industry more (Indiya And et.al., 2021). Morrison is also using the change
factor to influence its customers with this the customers are attracted towards the brand.
Price: The pricing of the products are the main drivers of change in retail industry as when there
is change in the price of the commodity then customers automatically shift to some of its
substitutes.
Proximity: This is the desire that buyers have for efficient shopping lives, the most of the buyer
in the market thing that the grocery shopping must take less time so that they can work on other
things. Earlier all are preferred to buy their products from physical store and now the customers
are preferring to buy online.

Retail industry attractiveness
The retail industry is one of the largest industry with different number of function in this
as this industry is growing continuously and many new companies are entering this as well.
There are different aspects which are attracting the people towards this industry as this retail
industry uses to adopt the latest trend which comes in the market and offer the new variety of
product to the customers so that they are attracted towards the brand (Kim and et.al., 2017). The
retail industry is also growing regularly in rapid speed and there are various benefits then any
other industry. The companies can grow quick in the retail industry and innovative ideas are also
used in this for better outcome.
Theme1: Comfort level of employees in organization culture of Morrison
Finding: When the 30 random employees of Morrison are asked about the organizational culture
of the company then It has been found that majority of employees are finding the Morrison
culture more valuable and their individual expectation are also got fulfil in this culture. Some of
which are not feeling better as compared to their previous experiences they think that the people
are not treated equally in the company, and they also got depressed sometimes (Kalamata, 2018).
The employees who are finding this effective they also determine that in Morrison they are
equally trained and also motivate to perform their best and their individual creativity is also
promoted so that they are more engaged in their works. The 10 employees out of 30 not liking
the organizational culture because they feel that company can also provide them some flexibility
to perform their task so that they can also live their personal lives.
Theme2: Employees feels respected in the team and organization.
Finding: When the analysis is being done to inspect whether the employees get the respect or not
for this 30 employees are asked to tell either they get respectful within the organization as well
as in their team then 12 employees asked that they are getting respect with their colleagues as
well as other employee's and seniors in Morrison. 9 employees answered that they are getting the
respect from their colleagues in the team yet the other employee's in the organization are not
even know about them, and they remain unknown whereas remaining 9 answers that they are not

treated properly in the organization, and they also not feel that they belong to the organization
and senior are also used to avoid their suggestion and request. From this finding its has found
that all the employee's of Morrison are not getting respect and feeling of belongingness.
Theme3: Leadership is exhibit in the Morrison
Findings: From the 30 random employee's 10 are asked that their leaders are exhibited in the
organization with all the qualities and which they want to follow up on. The leader is having
integrity, discipline, intelligent and also have ability to motivate group of people together in right
direction. 5 employees asked their leaders are not that much effective that have all the qualities
in them which they are willing to replicate in the future. 15 employees are not finding their
leaders appropriate for them, and they have to learn more and have more skills in them.
Theme4: Employees work influence the organization business goals.
Findings: As it is an important aspect that the employees work will directly influence the
business goal of Morrison. This question is being asked the 30 random employee's of Morrison
so out of 30 employees 12 answered that the quality of the work they provide to organization
will affect its profitability and actual goal. 10 employees said the time which they take to
complete the allotted takes to them can influence the business overall goal and 8 employees
answered that the efficiency to perform the work is directly influence the organizational business
goal of the Morrison.
Theme5 : Organization performing with social manner
Findings: For the given statement the 30 employees are asked to give their answer for the social
practises of Morrison so out of 30 employees 25 employees have answered that their
organization is effectively performing all its activities with the social manner and trying to
develop a favourable image in-front of others. Remaining 5 employees are not think that
Morrison is much involve in social work and performing its duties keeping in mind the social
aspects.

Theme6: Sharing of decision-making power with the employees of Morrison
Findings: From the 30 random employee's of Morrison this is being asked to identify whether
the Morrison uses to take the suggestion from the employees. So 21 employees of Morrison are
agreed that the decision-making is being shared in between the employees of company. The
remaining employees do not agreed with the fact that responsibilities are sharred in between the
employees associated with the organisation. This is a key area associated with the organisation
that employees of company do share the responsibility of performing the actions.
3. Meaning of Ethical Dilemma and two ethical dilemmas which need to be resolved by
Morrisons organisation
Ethical Dilemma
This is basically a problem in the decision-making process which is arises in every
organization if not put proper attention on it. This problems are not acceptable from the ethical
perspective and might cause difficulty to the organization. For example, taking credits of other's
work, offering bad quality products to the customer etc. are known as ethical dilemma.
Two Ethical Dilemmas which must be resolved by the Morrisons organisation
The two most important and crucial ethical dilemmas which need Morrisons company
special attention in order to manage and improve their brand image are as follow:
Unrealistic and conflicting goals
This is one of the ethical dilemmas in which unrealistic and non-attainable goals set by
the company. And the impact of which the employees of the organization compromises with the
products quality while attaining the unrealistic goals on time. The conflicting goals put the
leaders of the company in a situation to put their team members under pressure to work on tight
deadlines. And because of the compromise with the quality the customer loses the trust over the
company's products (Jerolmack and Murphy, 2019). For example: Popcorn product of the
Morrisons company contain milk product which was not label and showed by the company on
ingredient description section. The company have to adopt a step to eliminate the customers
health risk that have allergy to milk and milk constituents. The company's have to identify the
ethical dilemmas arising at the workplace and the ways they need to adopt in order to resolve
them.
Toxic Workplace culture

The toxic culture at the workplace affects the productivity of the employees and also
force them to quite their job. Sometime employees also try to leak the company's staffs personal
data in the market which affects their emotional and mental health and organisation ethical value.
The leaders of the organization in order to keep their team ahead of others many time bully and
pressurise their employees to work even on holidays. This toxic mentalities affects the mind of
the employees and this further result into more ethical issues and legal ramification. For
example, the Morrisons company have currently faces the poor management issues and also sued
by the around 100000 staffs in 2014 for leaking their personal data (Pocock and et.al., 2020).
This has to be resolved by the company in order to manage their brand and ethical value
in the market and society. The management inability to determine optimal solutions to such an
dilemmas causes serious consequence for organization such as Morrisons.
Alternatives and choices of action in order to resolve ethical dilemmas
The company such as Morrisons have to identify and adopt the following courses of
action which can resolve the ethical dilemmas situation at the workplace and that includes:
Gathering relevant data and information
Morrisons have to analyse and monitor the work of employees and top management on
an monthly basis in order to identify whether the work of employees is as per the business goals
and objectives or not. As the objectives of the Morrisons company is to provide high and best
quality products to the customers so they have to look that employees are producing high-quality
product or not (Megregian and et.al., 2020). In case of popcorn product, the company can either
remove milk ingredient or can mention that ingredient at products in order to spread awareness
of the product suitability.
Cultivating a safe environment for employees
Safe environment for the employees can be form by using the company hotline and also
by using whistle blower hotline. Generally by using this, The company have to gather the
information about their workplace culture and any discrimination and harassment victim. The
regular and consistent flow of information with the employees in the form of 360 degree
feedback is good (Rodríguez and Juričić, 2018). But sometime this may cause difficulty for the
employees that shy to express their issues and increases the chances of taking revenge by the
managers or leaders.
Institution of New and strict ethical policies and practices

This is a course of action in which Morrisons company need to adopt and implement the
policies and practices of ethical consideration by defining the penalty of not following the same.
The company can describe the staffs that if they compromise with the product quality than the
company have a right to fire them or charge fine for the same loss (Losada-Espinosa, Miranda-
De la Lama and Estévez-Moreno, 2020). For this the company can provide proper training to
their staffs that they have to follow all the process including proper labelling of ingredients
description on product package.
Defining and assigning roles and responsibility
The company can also adopt the roles and obligation assignment strategy to solve the
issue of toxic culture from top to down. The toxic workplace culture is a dilemma which also
arises because of the transfer of incomplete information to the subordinates and the impact of
which misunderstanding arises between the top management and employees (Jerolmack and
Murphy, 2019). Assigning the roles and responsibility to each employees can solve the issue of
transferring of incomplete information which further remove the ethical dilemma at the
workplace.
Task 2
Individual practical performance
Business environment is a cumulative assessment of all the key forces and factors that
significantly effect the performance of the business organisation. The role of the business
environment is very significant in the overall growth and success of the company. Every single
operation of company is influenced with the certain element or factor of business environment.
This is an important aspect that the business entity must overlook at different areas or element
that influence the overall business operations of the entity. The role of the business environment
factors like political, economical, social, technological, environment and legal factor put a direct
impact over the overall performance and practices owned by the company (Frantz and Jain,
2017). Along with the business environment there are many other sentences like porter five
forces analysis that influences and affect the operations of business entity in order to deliver the
various business objectives. This tool is more like analysing the competitiveness of the market in
which business entity is delivering its business operations. The role of the tool is to guide and
direct the company about all different element and factors to influence the business functions and

operations of the organisation. The role of all the tools associated with the operations and
functions of business entity is significant as it certainly influences the overall business operations
of the organisation. This make it significant for the company to deliver all the operations by
exploring the all different tools and techniques in the best way possible. Tools like search engine
optimisation, customer relationship management and such other are also necessary tools that
guide the company to support the overall performance of the business entity.
CONCLUSION/ RECOMMENDATION
From the above report, it has been concluded that the culture of the organization have to
be properly maintained by the management of the business in order to improve their brand and
ethical value in the eye of customer and society. The report further concludes the ethical
dilemmas which are faces by the Morrisons company and the different alternative which can
solve this issues. But it is recommendable to the Morrisons company that they must opt new and
strict ethical policies and practices and implement it because it looks quite formal and ethical at
organization point of view. The other side it is also advisable to the company that they must also
review their workplace culture by using the monthly feedback strategy that their staffs are
following ethical policies or not.

REFERENCE
Books & Journals
Frantz, T. L. and Jain, A.K., 2017. Relating CEO leadership behavior and organization culture in
the Indian context. Leadership & Organization Development Journal.
Indiya, G. D. And et.al., 2021. Moderating effect of organization culture on the relationship
between quality management system adoption and performance of public
universities in Kenya. African Journal of Business Management. 15(2). pp.70-78.
Jerolmack, C. and Murphy, A. K., 2019. The ethical dilemmas and social scientific trade-offs of
masking in ethnography. Sociological Methods & Research. 48(4). pp.801-827.
Kalamata, G., 2018. Organizational Culture, Justice, Equality and Change in Youth
Organizations: The success story of the non-governmental organization'System
and G'.
Kim, S. and et.al., 2017. Determinants of employee turnover intention: Understanding the roles
of organizational justice, supervisory justice, authoritarian organizational culture
and organization-employee relationship quality. Corporate Communications: An
International Journal.
Losada-Espinosa, N., Miranda-De la Lama, G. C. and Estévez-Moreno, L. X., 2020.
Stockpeople and Animal Welfare: Compatibilities, Contradictions, and Unresolved
Ethical Dilemmas. Journal of Agricultural and Environmental Ethics. 33(1). pp.71-92.
Megregian, M. and et.al., 2020. “I’m sure we talked about it”: Midwives experiences of ethics
education and ethical dilemmas, a qualitative study. Women and Birth. 33(6). pp.e519-
e526.
Pocock, M. J. and et.al., 2020. Ethical dilemmas when using citizen science for early detection
of invasive tree pests and diseases. Management of Biological Invasions. 11(4). pp.720-
732.
Rodríguez, J. V. and Juričić, Ž., 2018. Perceptions and attitudes of community pharmacists
toward professional ethics and ethical dilemmas in the workplace. Research in Social
and Administrative Pharmacy. 14(5). pp.441-450.
Shenoy, V. and Aithal, P. S., 2017. Quantitative ABCD Analysis of IEDRA Model of Placement
Determination. International Journal of Case Studies in Business, IT and
Education (IJCSBE). 1(2). pp.103-113.
Solihati, K. D., 2021. READINESS OF INDONESIA TELECOMMUNICATION BUSINESS
INCUMBENT IN FACING DISRUPTION ERA. PalArch's Journal of
Archaeology of Egypt/Egyptology. 18(08). pp.2476-2487.
Song, Y., Wang, H. and Zhu, M., 2018. Sustainable strategy for corporate governance based on
the sentiment analysis of financial reports with CSR. Financial Innovation. 4(1).
pp.1-14.

Appendix
Q1 Are you comfortable with your workplace culture?
1. Yes
2. no
Q2 Did the fell respectful by your teammate and organization while working?
1. Respectful
2. Partial- Respectful
3. No respect
Q3 How could you can explain leadership exhibited in the organization?
1. Listen and learn
2. communicate clearly
3. taking responsibility
4. All the above
Q4. How your work impacts the organization business goal?
Quality of work
time to do work
efficiency in work
Q5 Did the organization operate with social responsible manner?
1. Yes
2. no
Q6. Sharing of decision-making power with the employees of Morrison
 Agreed
 Disagreed