Comparing Resource Based Theory and Profit Maximization Theory in Morrisons
Verified
Added on  2023/06/09
|11
|3693
|189
AI Summary
This report compares the resource based theory and profit maximization theory in Morrisons. It also discusses the implementation of strategies in Morrisons and its recovery plan.
Contribute Materials
Your contribution can guide someone’s learning journey. Share your
documents today.
SIM336 STATEGIC MANAGEMENT
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
TABLE OF CONTENT INTRODUCTION..........................................................................................................................3 MAIN BODY..................................................................................................................................3 Comparing theory and theory......................................................................................................3 Comparing theory and practice...................................................................................................5 Strategies implemented in Morrisons..........................................................................................6 Recovery plan..............................................................................................................................8 A risk management strategy........................................................................................................9 CONCLUSION.............................................................................................................................10 REFERENCES..............................................................................................................................11
INTRODUCTION Strategic management is mainly defined as the process which results in planning, analysing and assessing all the activities for achieving the goal of an organization for attaining the set targets. Forming strategies and its management mainly results in directing the company by planning and forming the policies with allocating the available resources which helps in setting the goals as to attain competitiveness while operating in the dynamic environment. This report provide details about the Morrisons, it is mainly recognized as the multinational retailers mainly base for serving wide range of food and non-food products to large number of consumers while operating in the dynamic market. In this report it comparing tow strategic management models. Also, comparing the theory and practice with using the porter model. Further, giving example of business with defining its strategy. Lastly making recovery plan and defining the risk assessmentstrategywhichhelpsinattainingcompetitivenesswhileoperatinginlarge competitive market. MAIN BODY Comparing theory and theory Strategic management is mainly defined as the process and approach which helps in specifying the goals and objectives for attaining the competitiveness while operating in the dynamic environment (Chofreh and et.al., 2021). The main aims for forming and managing strategically in the company as for attaining competitive advantage. With using the resource based theory and the Profit maximization theory helps in defining an attaining competitiveness while managing the operations in strategic manner. The resource based strategic management theory: In the resource based strategic management theory, it aims in defining about all the internal capabilities as resource which are valuable, rare, imitable and aid in attaining competitiveness while operating in the dynamic market. This theory mainly focuses on the development of suitable resource which results in attainingcompetitivenesswhileworkingwithuniquecapabilitiesandskill(Strategic management,2022). Taking example of Morrisons, using this theory with strategically managing all the company resource for attaining competitiveness.
ResourcesRareValuableImitableOrganisedCompetitive Human resources xx✔xx Financial position ✔✔x✔✔ Global presence ✔✔x✔✔ Leadership team ✔✔x✔✔ Satisfaction of consumers ✔✔x✔Moderate satisfaction Thus, with the available table it can be analysed that using the resource based theory in the company helps in attaining competitive advantage by analysing the sustainable the available resources by strategically managing the firm performance which results in attaining competitive advantage. As the firm operating and being recognized as globally, also operating with stable financial position and good leadership team which is valuable and not imitable in nature helps in attaining and strategically operating by managing its internal resources in dynamic market. Also the human resources are imitable and not valuable in nature, as the recruiting skilled and potential employees for working in company, these are imitable in nature which hinders in attaining competitive advantage in the staff personnels. Thus. With using this theory in the company enable the firm to implement the strategies as for managing the internal resources effective and recruiting the staff personnels for improving the effectiveness and efficiency while working with different resources. Whereas with usingProfit maximization and competition based theory: The profit maximization theory is used by business as its main aim is to operate in the dynamic environment as for attaining profits. This strategy is driven by the rose for developing and attaining competitiveness by maximizing profits in the company as by reducing the cost for attracting consumer as for retaining and growing its target base. Example: Tesco using the profit
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
maximisation theory and the competitiveness for attaining and maximising its profits by reducing the cost. The company is using wide range of strategies for maximising its profits by reducing the cost as or Selling the quality products at the lower prices results in maximising the profits with retaining the loyal consumers while operating in the dynamic market. As providing one stop shopping experiences, providing good at lower prices with good quality, providing complementary services and establishing the convenient online shopping experiences for the consumers. As by reducing the operating cost in the company helps in attaining more profits by reducing the prices and Selling good quality products to attract large number of consumers and helps in establishing loyal target consumer market. Thus, with using the resource based theory helps in managing and strategically operating with improving the efficiency of the resources used n the company for attaining competitiveness. But with using the profit maximization theory it is in strategising and making the strategy for maximizing the profits for earning more revenues of cutting the cost for being and sustain in the competitive market. Comparing theory and practice Withusingtheporterfiveforcesmodel,thismodelismainlyuseforattaining competitiveness while operating in the dynamic market (Cleary and Chavas, 2022). This model helps in analysing the five framework from which it helps in analysing the company in attaining competitiveness or facing loss while operating in the changing environment. New entrants:As this aims in analysing about the high amount of new entrants impacts the business and its operations. As for examples; while operating in the higher competitive market, forMorrisonsthe threat of new entrants does not impact the company and its position because for entering and establishing the large suer market as that of Morrison it required high fixed and operation cost which reduces the entrant to deal in highly competitive and less profitable market with large number of existing companies. This helps in attaining competitiveness to Morrisons as it is globally recognized and serving wide range of profits at global level which results in attaining success. Power of suppliers:This aid in explaining about the suppliers derives the cost of providing raw materials to the businesses. It is important to operate in with high supplier market helps in attaining competitiveness with supplying unique at low cost raw materials. Example: Tescooperatingindynamicmarketwithlowsupplierpowerthishelpsinattaining
competitiveness by earning more profits which makes the retail sector to attract wide range of consumerstopurchasetheproducts.Thus,thelowsupplierspowerhelpsinattaining competitiveness for working in the dynamic environment. Power of buyers:The power of consumers mainly aims in expressing about the number of consumers which aims in impacting the prices of the product offers. For example: the Sainsbury mainly established for serving wide range of products to the large consumer market which helps in attaining profits. As serving in the large consumers loyal market helps in attaining competitiveness due to serving with fair prices with the best quality and delicious products in nature. Thus, serving the low consumers market induces the company to charge low prices which impact the profitability, but while operating in the high consumers market helps in attaining competitiveness with attaining wide range of profits this results in achieving success. Rivalry:The competitiveness while operating in highly changing market impact the business and its profit. As for Morrison operating in highly competitive market, its main competitors is Tesco, Sainsbury, Asda. This impacts the company profits and revenues for serving large consumers and it hinder in retaining the loyal consumer market with the high competition level. Due to the rivalry in the competition in impacts and induces the company to charge high prices as to attain and sustain in the market for attaining profits (Kanano and Wanjira, 2021). Thus, with high competitive market reduces the profits and earning for serving at the same prices. This induces to reduce the prices for attaining profits as to attain high sales. Threat of substitutes:substitute products aims in defining about those products in nature which is being used in the place of that product and which is recognised as close substitute.Whileworkingandoperatingwithhighlysubstituteproductsmarketindues consumers to shift other another products which is charging low prices for offering same product in nature (How Porter’s Five Forces Can Help Small Businesses Analyze the Competition, 2022). As for Example: for Morrisons operation in the highly substitute market results in impacting to the other company to Tesco for charging low prices for the same products offered by the Morrisons, this impacts the company and results in losing the loyal consumer market which hinder in attaining competitiveness while operating in the highly dynamic market. Strategy implemented in Morrisons Morrisons has usedAnsoff's matrixto analyse the business focus of the company. This tool describes the three important parts of business i.e. cost, product differentiation and market.
The company is engaged in retail business and has to compete with many competitors. The company has used product differentiation strategy along with lowering the price of products to remain competitive and to increase the market shares and revenue. Morrisons problem was that there was no growth and no increase in market shares. Product differentiation has brought variety of products in the market which has increased the market shares. The variety of products have attracted the customers and increased the revenue of the company. The corporate strategy of the company is analysed using Ansoff matrix. This matrix help in analysing and redesigning thestrategy(Bozic,SiebertandMartin,2019).Thecompanyhasimplementedmarket development and product development approach to increase the growth and market share of the companyas its existing strategy. The company has expanded its business through conventional stores. The establishment cost of conventional stores are lower than super markets and these stores keep the products according to the demand of products. The conventional stores have build a strong brand image and also positively affected the supermarket stores of Morrisons. Company has provided variety of products according to the customers' needs and preferences. The company has tried to offer better price proportion with variety of products which has attracted customers and increased the market shares and revenue. Company has also implemented diversification strategy to expand its business and to increase its customer base and building strong customer base with diverse customers. The success of strategic planning depends upon two factors i.e. acceptability from customer point of view and market point of view. The acceptability will be gained by providing right product at right time and place. The existing strategies i.e. product development and market development along with proposed strategy i.e. diversification strategy will enable company to expand its business worldwide and provide its customers with variety of product options. This will also enable it to ensure customer retention as customers will not switch to another product or company if they get high qualityproductsat reasonableprice.Morrison will beable toachievecompetitive advantage as diversification will enable with mix cultural customer involvement. The products that are to be offered to customers will be in accordance to customer preference and taste which will ensure customer satisfaction (Lamey and et.al., 2018). Company is required to make sure that strategy is implemented after evaluation of external and internal factors to ensure success of adapting diversification strategy. The up gradation in technology has been an opportunity for
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
company to reach customers through online channels and provide home delivery services. This online platform has enabled company to attract more customers through effective promotional activities. Morrison has ensured success of diversification strategy giving opportunities to its customers to select products of their own choice and opening of new stores and business through online platform has made availability of products to customers at any place where company had no reach before. The partnership with Ocada for providing home delivery services to customers has made it easier for company in low cost expansion of its business. Recovery plan Recovery plan refers to the plans and strategies implemented by the organization after the incidents which have impacted the operations and growth of the business. Morrisons was facing problem of no growth and decline in the sales which has impacted its revenue and profit. As the company become static and there was no increase in market shares. The management of the company implemented different strategies and plans to solve the problem which has affected the growth of the company. Company implemented product differentiation strategy along with lowering the price. The variety of products in the market has attracted the customers of different segment which has helped to build strong customer base. This increase in customer base has enabled the company to increase the sales and revenue leading to increase in profit margin. Product differentiation has enabled the company to continuously engage in the development of innovative ideas. Company has also focused on lowering the product price to ensure that customers do not switch to other products because of price. Company has launched new stores in different countries to increase the customer base and profit margin. Morrisons has taken advantages of advanced technology and digital platforms to increase the sales. Company has used online platforms along with home delivery services to reach its customers (Morrish and Jones, 2020). The food products launched by the company has ensured customer satisfaction and customer retention as the products were according to the targeted customers preference and taste. The company has used innovative idea of promotions to make customers aware of its products along with the benefits the products provide. To attract the young customers it has used online promotional activities by giving ads in social media.The proposed strategy and plan will enablecompany to recovery from the losses by increasing the sales margin and building a strong brand image.
The company has cut prices of the products, improved the standards of stores by providing effective customer services and made products available in the market according to the taste and preference of its customers.The high investment of company in research and development will enable company to implement new strategy i.e. diversification strategy along with its existing strategy of product and market development. Company is required to have good market research of countries or market where it can plan to expand its business and is also required to study the customers and its behaviour to ensure success of adapting diversification strategy.By entering into contract with Ocado for enabling home deliveries to its customers, Morrisons has surprised the market as this enabled company to achieve competitive advantages. This has increased the online sales of the company as company has also implemented the wholesale supply through amazon. The company has introduced vocational education training for its employees to improved their skills and enabled them to easily adapt the changing environment (Paul and et.al., 2021). These development trainings has enabled the employees to learn new technical skills and made them aware of changing technologies. The skilled and talented employees in the company has enabled company in continuous innovation after analysing the current trends and changing preferences of the customers. The efficient HRM of the company implemented different HR strategies to ensure employee satisfaction. This has increased productivity and played a major role in increasing the revenue and profit margin of the company which has been declined in last few years. A risk management strategy Risk management strategy is the tool that is used by organization to mitigate the risk that are being identified by the organization which may impact the operation and growth of business. Morrisons has set risk management model to identify, assess, control and monitor the risk. The company has six priorities i.e. to be more competitive, to serve customers better, find local solutions,developproperandusefulservices,tosimplifytheoperationsandtomake supermarkets strong. The company has threat of competition and there was risk of decrease in market shares (Dang, Jasovska and Rammal, 2020). The company has mitigated this risk by implementing corporate and business strategies. Company introduced variety of products with unique features to compete with other companies. Company has reduced its product price to attract the customers and to increase the sales which has decline in last few years.
The expansion of company was very expensive as opening supermarkets need high cost. This was mitigated by the company by opening conventional stores which requires low establishment cost in comparison to supermarkets. Company has also switched to digital marketing which enabled it to reach all the customers worldwide and increased customer base. The company has used these strategies to mitigate the risk of customer turnover. The company has used many ways of promoting its products to attract the customers from different segments. As company is dealing in global market there is risk of non-compliance of rules and regulations of different countries. Company has ensured that it is complying with all the rules and regulations of every country in which it is dealing in. During the pandemic company's profit margin decreased due to decrease in revenue (Deng and et.al., 2019). Company switched to online platform to recover the losses which were incurred by it during pandemic and this enabled company to expand its business and to enhance its brand value. The company has started to provide home delivery services to its customers to ensure customersatisfactionasthishasmadeshoppingeasierforcustomers.Companyhas implemented turnaround strategy to mitigate all the losses incurred in past few years and to increase the revenue. The company switched to product development and market development strategy to increase its market share and to increase customer base. The development of company website has enabled company to make its customers aware of its products along with itsprices.CompanyhasunderstoodimportanceofArtificialintelligence(AI)infuture development of business. It has entered into partnership with Blue Yonder, to use its AI for increasing productivity and automate ordering system. This has reduced manual ordering and enabled employees to concentrate on other tasks which has improved customer satisfaction. CONCLUSION From the above report it can be concluded that, strategic management is mainly defined as forming and setting with the goal and objectives for attaining competitive while operating in the dynamic market. As with using the resource base theory and the profit maximization theory in the business aids in attaining competitiveness while operating in the dynamic market. Further more with using the porter model and defining various examples helps in comparing the success and failure of the companies while operating in large competitive environment. Also, with using and defining the recovery plan mainly helps in Taking actions for mitigating the issues while arrived with implementing the strategy.
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
REFERENCES Books and Journals Chofreh,A.Gandet.al.,2021.Covid-19shock:Developmentofstrategicmanagement frameworkforglobalenergy.RenewableandSustainableEnergyReviews.139. p.110643. Cleary,R.andChavas,J.P.,2022.Strategicsupermarketpricingofprivatelabelsand manufacturer brands.Empirical Economics.62(6). pp.2921-2950. Kanano, A. G. and Wanjira, J., 2021. Strategic management practices and performance of supermarkets in Nakuru county, Kenya.International Academic Journal of Human Resource and Business Administration.3(9). pp.385-399. Bozic,B.,Siebert,S.andMartin,G.,2019.Astrategicactionfieldsperspectiveon organizational trust repair.European Management Journal.37(1). pp.58-66. Dang,Q.T.,Jasovska,P.andRammal,H.G.,2020.Internationalbusiness-government relations: The risk management strategies of MNEs in emerging economies.Journal of World Business.55(1). p.101042. Deng, X. and et.al., 2019. Risk propagation mechanisms and risk management strategies for a sustainable perishable products supply chain.Computers & Industrial Engineering. 135.pp.1175-1187. Lamey, L. and et.al., 2018. New product success in the consumer packaged goods industry: A shopper marketing approach.International Journal of Research in Marketing.35(3). pp.432-452. Morrish,S.C.andJones,R.,2020.Post-disasterbusinessrecovery:Anentrepreneurial marketing perspective.Journal of Business Research.113.pp.83-92. Paul, S. K. and et.al., 2021. A recovery planning model for online business operations under the COVID-19 outbreak.International Journal of Production Research.pp.1-23. Online HowPorter’sFiveForcesCanHelpSmallBusinessesAnalyzethe Competition.2022.<https://www.businessnewsdaily.com/5446-porters-five- forces.html> StrategicManagement Theory.2022.<https://onlinelibrary.wiley.com/doi/full/10.1111/joms.12646> Strategicmanagement.2022.<https://www.techtarget.com/searchcio/definition/strategic- management#:~:text=Strategic%20management%20is%20the%20ongoing,assess %20their%20strategies%20for%20success.>