Inquiry Based Learning: Researching Current Trends in Retail Industry and Analysis of Morrison's

This study explains current trends in the retail industry, analysis of Morrison's, and strategic recommendations to improve organizational performance. It includes SWOT and PESTLE analysis, suggestions for continuous success, and references.

INQUIRY BASED
LEARNING

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Researching current trends in the retail industry.........................................................................3
Conducting analysis of Morrison's, using appropriate venture models.......................................4
Strategic suggestions on what supermarket need to do to concentrate on continuing its success.
......................................................................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Inquiry based learning is defined as strategic approach to learning that emphasizes
individual roles in learning procedure. The current study will be based on Morrison's, which falls
under the category of leading retail organizations, UK. The aim of company is to enhance
customer satisfactory level successfully. The study will explain current trends in the retail
industry, analysis in the context of chosen company, and strategic recommendations to improve
organizational performance.
TASK
Researching current trends in the retail industry
There are different types of factors accessible in the corporate world that put direct or
indirect impact on each and every sector (The Top 10 Retail Trends of 2021, 2022). In case of
retail industry, market trends are becoming those factors that affect ventures practices and these
are;
Omni channel-
It is one of those trends that retail industry consider and may take approach to adopt the
same, for purpose of providing consumers a great secure shopping experience, which is not that
easy for any sector to do so (Verhoef, 2021). According to current trend, management may focus
on continually offering satisfactory services and products to target audience according to their
needs and requirements. It may enable them to follow the trend in term of just clicking and
collecting service practice, that management is accountable to conduct (Building the Future of
Omnichannel Retail, 2022). By following omni-channel trend, retail industry may allow
customers to obtain appropriate satisfaction in term of purchasing products and services online,
instead of taking steps out of homes, in the market where some factors are not in favour of them
such as spread of pandemic.
Direct to customers-
Another trends that in the retail industry running is current one, according to which
management may concentrate on selling items and providing services directly to target market.
They may attempt to eliminate need for intermediaries, which may affect negatively upon
customer experience and ventures success in the market (Dimova, 2021). DTC channel may
provide a lot of benefits to users such as companies that are operating under retail industry. The
current trend in the sector may provide benefit to users in term of increasing speed to market, and

profitability, for which each company work and run their ventures. In the recent time, in many
nations the sales of DTC is growing more than 45.5% from 2019 to 2020, which is essential and
beneficial for continuous success of corporate world or retail sector.
Sustainability-
Another trends that affect the whole retail industry in varied terms is sustainability, which
drive the attention of organizations toward conducting sustainable practices and making plans by
following the same concept (Barata-Salgueiro and Cachinho, 2021). According to sustainability
trend, retail industry may take steps towards considering varied terms and models such as CSR,
which allow them to build strong brand image and reputation in the market, that in turn lead to
increase sales, profits, productivity and operational effectiveness. It can be said that 4.% of
customers believe that e-commerce is not a sustainable approach to shop, and 73% of them may
have faith that high return rate appropriate to online retailer renders as unconducive to
sustainable action. It is one of the best concepts, which retail sector may take into their
consideration for purpose of achieving target aims and objectives.
Veganism-
The recent trends that may change the practices and approaches of retail industry is
veganism, which drive the attention of individuals toward considering customers needs and
everyone prefers to adopt trend. It may drive their concentration toward purchasing vegan items,
that are free from chemical and offer varied health benefits to individual person and because of
this reason they prefer to purchase that. In the today's era, a vegan diet is essential and beneficial
for everyone because it keeps people safe from different forms of diseases, that affect their
mental and physical stability or fitness. After considering all the benefits of this trend, individual
customer prefer to adopt that and take decisions to purchase anything accordingly, especially in
case of food items which lead to increase health ration.
Conducting analysis of Morrison's, using appropriate venture models.
For purpose of conducting analysis in term of internal and external, SWOT and PESTLE
models are utilized and applied in the context of Morrison's. The implementation of these two
framework may enable management to focus on those factors that impact venture and current
practices, either in negative or positive manner, and these factors are;
Political factor-

The current category of factor, such as political stability, tax rate, trade policy, and other
terms, may put positive impact on Morrison's, in term of increasing its productivity and offering
chance to enter into new market. By obtaining this benefits organization may grow rapidly and
competitively, in term of forming new aims, after achieving the earlier goals.
Economic factor-
Employment rate, income level, economic growth and other terms that cover under the
current category of factors, may affect an organizational success (Casañ, Alier and Llorens,
2021). In case of Morrison's, economic factor may affect positively, because of high extent
economic growth in the UK, which enable firm to take pleasure of increasing productivity and
profitability, which is not that easy for any company to do so.
Social factor-
Market trends, consumer buying behaviour, etc. may affect negatively upon Morrison's
success because of increasing work pressure upon management to make appropriate changes and
plans that meet current market needs. It may drive the attention of supermarket toward, forming
effective strategies that support organizational growth in the retail sector, which is quite essential
for company.
Technology factor-
Technology advancement may put positive impact on firm in term of driving its attention
toward using those technologies that contribute to increasing organizational performance and
productivity and also support to enhancing its operational effectiveness (Demirtas and et.al.,
2021). It may lead to increase the performance of supermarket in term of achieving further aims
and objectives, which require a lot of hard work.
Environmental factor-
Environmental stability and individual person concern related to the same topic, may
affect positively upon Morrison's. As firm may already take initiative to make its venture
sustainable by conducting effective practices following CSR concept. It may contribute to gain
the attention of key stakeholders, who tend to work and perform with sustainable brand in the
retail sector, like current one.
Legal factor-
Regulatory changes may also put direct impact on Morrison's, but in negative manner,
because of increasing a lot of pressure upon management, which they plan to overcome by

applying varied techniques. They may take initiative to achieve aim by following and complying
with regulations that formed for companies, to sustain in the market and sell quality products to
customers.
SWOT analysis-
Strengths-
Skilled workforce, good financial source and effective management, are those terms that
may consider in the corporate world as Morrison's strengths. Each strength may enable
organization to focus on achieving aim and forming new goals, which is not that easy for a firm
to do so, without having and using key resources that help further aim achievement.
Weaknesses-
Lack of online presence, poor marketing plans and limited geographical reach, are those
weaknesses that organization attempt to overcome in term of finding and forming the best
solutions (Benzaghta and et.al., 2021). Each weakness may put negative impact on company and
increase pressure to change the things that impact negatively upon venture success.
Opportunities-
Technology advancement and skilled workforce are the two types of opportunities that
supermarket and its management may grab. They may focus of making plans and forming
strategic to reach desire outcomes, which is important for them to do that, without making any
mistake that impact adversely upon business performance.
Threats-
Pandemic, regulatory changes and emerging customers trends, may also impact
Morrison's progress and success. It may drive the concentration of company toward considering
current practice and activities conduct in the workplace, which allow making proper change,
which is important for company to sustain for longer in the market.
Strategic suggestions on what supermarket need to do to concentrate on continuing its success.
There are different forms of techniques, approaches and ways accessible in the corporate
world that Morrison's, can take into its consideration, for purpose of surviving in the retail
industry forever and sustaining in similar term. They can take some suggestions into their
consideration and these are;
 Supermarket, can do varied things to focus on continuous success and growth of venture.
It can take initiative to form a skilled and knowledgable teams of players, among which

each candidate or player is able to determine market trends and factors that impact or will
affect Morrison's success (Jones, Chace and Wright, 2021). It is one of those valuable
suggestions that supermarket can take into its recognition, which enable to gain
competitive advantages in bulk, in term of increasing profits and generating more
revenue, along with building wide customer base.
 Another recommendation that Morrison's and its stakeholders such as managers, leaders
and staff can consider is trends identification, either new or existing, which is quite
essential for them to do so, by applying different techniques and approaches. They can
take initiative to determine each trend and analyse to which extent they can impact on
firm success in the world of business where competition level is high (Saritas and et.al.,
2021). The main factor behind this situation is increasing competitive strategies that a
company in the retail sector plan to form, without making any issue that lead to decrease
the effectiveness of ventures operations. It is another technique or action that is suitable
for organizational progress in the market as it is valuable as well.
 For surviving in the overall industry, supermarket can do more things in form of
approaches that it can develop or use create by the others. For example, management can
add more value in existing product portfolio, which is also essential and beneficial too. It
can add more new elements according to consumers needs and requirements such as
veganism. It is a kind of trend that individual person in the market or world prefer to
follow, because of benefits that they can obtain by using and consuming that. By
considering current trend and understanding target market need, organization can focus
on its continuous success, which is not that simple. It also enables supermarket to gain
competitive benefits in term of building wide and loyal audience base and increasing
sales. Furthermore, by considering all the terms as strategic suggestions, Morrison's can
grow rapidly and in competitive manner, which allow reaching desire outcomes in term
of global expansion.
 Morrisons can focus on expansion, which enable firm to follow rules, policies and
regulations from national to international level (Badenhorst-Weiss and Tolmay, 2021). It
can provide organization chance to become a successful and sustainable organization in
the retail industry, where each firm tend to give tough competition to each other, for
several reasons. In the recent time business expansion is the great approach that

supermarket adopts and utilize in appropriate and systematic manner. It can provide
organization chance to build excellent brand image in the market, by using the best and
effective digital marketing tools.
 Management in the chosen company take approach to use digital marketing channels,
which help to generate venture awareness from national to global level, and also
contribute to gain the attention of new consumers. In today's time, there are different
types of companies accessible in the corporate world, who are using Facebook, Twitter,
Instagram and other channels, just to make assure that individual person in the world get
knowledge or information about business and goods that they plan to sell.
CONCLUSION
On the bases of above discussion, it has been concluded that PESTLE and SWOT
analysis implementation in the context of company has driven the attention of management
toward strategic actions. It has made firm capable to achieved target aims and objectives,
effectively and productively, which is beneficial and essential. Furthermore, by summing up
above analysis, it has been summarized that by following above suggestions' supermarket has
expanded its venture appropriate in the new geographic areas.

REFERENCES
Books and journals
Badenhorst-Weiss, J. A. and Tolmay, A. S., 2021. Trust, commitment and business expansion in
automotive supply chains in a developing country: a principal-agency perspective.
International Journal of Applied Management Science. 13(1). pp.52-68.
Barata-Salgueiro, T. and Cachinho, H., 2021. Urban Retail Systems: Vulnerability, Resilience
and Sustainability. Introduction to the Special Issue. Sustainability. 13(24). p.13639.
Benzaghta, M. A and et.al., 2021. SWOT analysis applications: An integrative literature review.
Journal of Global Business Insights. 6(1). pp.55-73.
Casañ, M. J., Alier, M. and Llorens, A., 2021. A collaborative learning activity to analyze the
sustainability of an innovation using PESTLE. Sustainability. 13(16). p.8756.
Demirtas, O and et.al., 2021. Which renewable energy consumption is more efficient by fuzzy
EDAS method based on PESTLE dimensions?. Environmental Science and Pollution
Research. 28(27). pp.36274-36287.
Dimova, N., 2021. Influence of Digitalisation on Consumer Behaviour in Retail. In I: 5th
International Conference on Business, Management economics. London. USaritas, O
and et.al., 2021K (pp. 39-49).
Jones, G., Chace, B. C. and Wright, J., 2021. Cultural diversity drives innovation: modeling in
the global pharmaceutical industry. International Journal of Innovation Science.
Saritas, O and et.al., 2021. Big data augmentated business trend identification: the case of mobile
commerce. Scientometrics. 126(2). pp.1553-1579.
Verhoef, P. C., 2021. Omni-channel retailing: some reflections. Journal of Strategic Marketing.
29(7). pp.608-616.
Online
Building the Future of Omnichannel Retail. 2022. [Online]. Available Through:
<https://www.confluent.io/resources/building-the-future-of-omnichannel-retail/?
utm_medium=sem&utm_source=google&utm_campaign=ch.sem_br.nonbrand_tp.prs_t
gt.dsa_mt.dsa_rgn.india_lng.eng_dv.all_con.resources&utm_term=&creative=&device
=c&placement=&gclid=EAIaIQobChMIlM-Ej4fh-
AIVvp1LBR2l0grPEAAYASAAEgKr7PD_BwE>
The Top 10 Retail Trends of 2021. 2022. [Online]. Available Through:
<https://www.applause.com/blog/10-retail-trends-to-watch-in-2021#:~:text=Voice
%20commerce,according%20to%20data%20from%20Statista.>

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