Business Strategy for Morrison: PESTLE, SWOT and Porter's Five Analysis

BUSINESS STRATEGY

Table of Contents
.........................................................................................................................................................1
INTRODUCTION...........................................................................................................................3
MAINBODY....................................................................................................................................3
PART 1............................................................................................................................................3
1.1 Analysing PESTLE and SWOT for Morrison and evaluating Morrison's resources and
capabilities...................................................................................................................................3
PESTLE ANALYSIS-.................................................................................................................3
1.2. Analysing and critical evaluating of the competitive environment using Porter’s Five
Forces model................................................................................................................................5
1.3. Identifying and justifying Morrison's existing and/or potential competitive advantage......7
1.4. Devising valid strategies and tactical objectives to achieve overall strategic objectives of
Morrison's. ..................................................................................................................................7
PART B............................................................................................................................................9
Evaluating the different types of strategic directions available to the organization....................9
Justifying and recommending the most appropriate growth platforms and strategies...............10
Evaluating some ways which can be monitored in order to......................................................11
ensure success...........................................................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES................................................................................................................................1

INTRODUCTION
Business strategy defines clear set of activities and plans that are needed to be performed
in order to achieve goal of the business. This is basically known as a leader plan that helps
organization to achieve its mission. There are various types of business strategy like
organizational, business, operational and functional. Business chooses strategies according to its
own requirements. Business strategy is centred around the goal of the company as it give
instructions regarding what should be done and in how much time and at last who is responsible
to perform that instruction. Morrison one of the largest supermarket chain in United Kingdom
that sale consumer products. As of 2021 Morrison has 497 supermarkets across England, Wales
and Scotland. Company operates in global environment with good marketing strategy. This
report will address two parts in which one part will be discussing PESTLE, SWOT and porter's
five analysis for Morrison's while the part 2 will be addressing different type of strategic
direction available to Morrison. At last the report will be recommending most suitable business
strategic direction that will ultimately help company to achieve objective of the organization.
MAINBODY
PART 1
1.1 Analysing PESTLE and SWOT for Morrison and evaluating Morrison's resources and
capabilities.
PESTLE ANALYSIS-
PESTLE analysis helps company to understand macro-environmental factors that can
affect company. PESTLE analysis involves political, economical, social, technological and
environmental factors (Kabakova and Plaksenkov, 2018). This factors either have positive or
negative impact upon the performance of the company. The PESTLE analysis of Morrison's is as
follows-
POLITICAL-
Political factors are all those factors that are related with the political environment of the
country. Morrison's had severe impact upon its performance after BREXIT exist as it totally
change the environment where company was working. Rules-regulation were changed that had
negative impact upon company. Another factor of multiple government legislations also had
negative impact.

ECONOMICAL-
Economic factors are related with the economic problem that any country is facing. This
economic problem includes interest rate, labour rate, fluctuation in GDP etc. BREXIT caused
fluctuation in the currency of Britain that created pressure on revenue of the company. High oil
prices resulted in tighter budgets (Magasi, 2016). The tighter budgets stops revenue for the
Morrison's.
SOCIAL-
Social factors are all those factors that are related with the social values of the country.
Raising population all over the world gives business opportunity to the Morrison's. The growth
in education and health of consumer also offer a chance to grow to Morrison's.
TECHNOLOGICAL-
Technological factors are all those factors that are related with the technologies. Morrison
has started using artificial intelligence in their stores to drive sales. Investment in technologies
has helped companies to be more efficient and serve better to the consumer.
LEGAL-
Legal factors includes all those factors that are related with the legal laws of a country.
Morrison is complying all the food safety and legal standards that are set by the British
government. Company is also taking measure of different trade audits for ensuring integrity of
the food that it provide in the market.
ENVIRONMENTAL-
Environmental factors are all those factors that are related with the environment of a
particular country. Morrison is trying to reduce carbon emission and is also trying to use to poly
boxes in its supply chain. Company is also offering plastic free fruit and vegetable options to its
consumer in the market.
SWOT ANALYSIS-
SWOT analysis of company helps company to find strength, weakness, opportunity and
threats for the company (Puyt and et.al., 2020). This helps company to grab all the opportunity
that come in their way. This also helps to identify the possible consumer target that ultimately
will give profits to the company (Benzaghta, and et.al., 2021). SWOT analysis of Morrison's is
as follows-
STRENGTHS-