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Morrisons Marketing Strategy Analysis

   

Added on  2020-12-28

10 Pages3050 Words364 Views
Strategic review

INTRODUCTIONStrategic review is a process from which it annually asses the performance on the basis of thestrategic objectives in the plan of the strategic and it also identifies the improvements and areas.Morrison is fourth largest chain of the supermarket which sale the foods, groceries in the marketand the main aim is to satisfying the customers rather than making profit. This report willexamine the background and profile of the organisation and also the porter's five force analysis.It also highlighted the analysing the strategic positions in the industry and also the evaluation ofthe strategy. It describes the strategic directions to undertake the Ansoff matrix and BCGmatrix(Arshed and Pancholi, 2016.).Main bodyBackground information of MorrisonsMorrisons is the fourth largest chain of the supermarkets. Its headquarter is in Bradford,England, UK. It was established in 1899 and It began as the butter and egg in the market stall inthe market and the locations of the stores is focused in the North of England. The sales andpresence is increases in the marketing day by day. There are more than 500 supermarkets ofselling the food and groceries and it also sale the products online. The revenue of the company is17,262 millions and the products which has been sold by Morrisons such as drink, food, books,clothing, magazines and so on. There are 110,000 employees working with it. It also consists theclarity of the brand not the quality of the products. It known as the best supermarkets for theirown brand products and it beat with their discount prices in the market to their competitors. Ithas their own manufacturing facilities and it opens the vegetable packing sites at Cutler Heights.It is one of the brand which offers the self-service and have the price of their products andservices. Porter's five forces analysisPorter's five force analysis is a strategic management tool for helping and determining thecompetitive landscape of and industry. It underlying the levers of the profitability which is givenin the Morrisons. From using the Porter's five analyses it understands the five competitive forcesand develop the strategy for enhancing of the Morrisons.Threat of new entrants:- from the new entrants in the brings of the retail, innovationsand new ways of doing things. It reduces the cost, new values for propositions to its1

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