Environmental and SWOT Analysis of Morrisons Supermarket

MS4UK41O PRINCIPLES
OF MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Environmental analysis (Macro- Micro)-....................................................................................3
SWOT analysis of Morrisons ......................................................................................................4
CONCLUSION................................................................................................................................6
RECOMMENDATIONS ................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
The principles of marketing are the components that are used to make an effective
marketing mix for an organization. These principles include product, place, price and promotion.
The current report analyse the macro and micro environmental factors that influence the
organization and its business in the market. A swot analysis of the market to summarize the
issues in the external and internal analysis. The present report aims at concluding the issues that
the organization may face in the market and provides recommendations based on issues
identified in the swot analysis and environmental analysis. The Morrisons is the fourth largest
supermarket chain in the United Kingdom headquartered in Bradford, England (Jones and
Comfort, 2018.). The organization is the smallest among the big four retailers and aims at
progressing at higher levels in the future since last decade. It looks for sustainable business
development and strengthen itself in the competitive market.
MAIN BODY
Environmental analysis (Macro- Micro)-
The environmental analysis of an organization can be defined as the internal and external
factors that affect the business operations of the company in the market (Huang and et.al., 2021).
The internal factors include-
Product issues- Morrisons has been facing these issues at a number of occasions in the
past. Sometimes it is due to hygiene and packaging and sometimes because of quality (Ogundijo,
Tas and Onarinde, 2021). Product issues also grow due the available substitutes in the market
and the tendency of consumers to compare them with each other.
Marketing issues- The organization relies on the traditional marketing methods and does
not acquire a modern marketing function. This issue rises due to the impact of competitors in the
market and their marketing strategies affect the market share of the organization.
Management issues- The organization has almost 97 percent reach in the UK market but
maintaining such a big database has been challenging for the organization. Packaging and
managing the products and maintaining the supply chain for more than 500 stores requires a top
level of management function.
The external factors that influence Morrisons supermarket are-
Political factors- It includes the government regulations and deregulations that impact
the business of the organization. The political condition of UK is quite stable and its regulatory