Unit 32 Assessment: Analysis of Morrisons' Macro and Internal Environment, Strategic Management Plan

Unit 32 Assessment

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Analysing the macro environment of Morrison through Pestle and Stakeholder Analysis.........3
Evaluation of Internal Environment of Morrison by using Swot and Vrio analysis...................5
Porter's Five Forces of Morrison to improve competitive edge and market position..................7
Strategic Management Plan.........................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................10
Books and journals.....................................................................................................................10
Online.........................................................................................................................................10

INTRODUCTION
Morrisons is the fourth largest supermarket chain in the United Kingdom. The company
is headquartered in England. This report will analyse the macro environment of the company
through pestle and stakeholder analysis of the company, Internal environment of the company is
evaluated through SWOT and VRIO analysis of the company. Porter's five force model will
outline the company's competitive edge. Lastly the report will draft a strategic management plan
for the company.
TASK 1
Analysing the macro environment of Morrison through Pestle and Stakeholder Analysis
Pestle Analysis
Factors affecting the macro environment of the company through PESTLE analysis -
 Political: The government legislations levied cause a huge impact on food retailers.
Brexit has caused many uncertainty in policies and regulations and also affects trading
with non EU markets.
 Economical: Brexit caused inflation and significant fluctuations in currency. The rise in
oil prices and other products made the customers budget tighter which affects company's
sell (Pestle analysis of morrisons, 2022). The company's good relations with local
suppliers help in maintaining fair prices as it does not have to import high quantity of
products which are now available at hiked prices.
 Social: The consumers are now educated and prefer good quality and healthy products.
Morrison's own branding of eggs, fresh meat and milk helps it achieves customer
satisfaction.
 Technological: Investment in new technology and artificial intelligence and continuous
research and development lead to low cost and efforts making business efficient and time
saving and improvement in in-house system and software.
 Legal: It has to comply with food safety and legal standards , employment laws ,
consumer protection laws and many other such laws to avoid lawsuits. There have been
some changes in such policies and laws after Brexit , so thorough study and adequate
changes will be done accordingly.