Research Report on Morrison Company: Issues and Analysis

Research Report

Contents
INTRODUCTION...........................................................................................................................4
TASK...............................................................................................................................................4
Clarify the company and their problem faced.............................................................................4
Analyse and present areas of importance to the company...........................................................4
Top three issues of company.......................................................................................................5
SWOT analysis of Morrison Company.......................................................................................5
PEST analysis of Morrison’s.......................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Business is started for earning profits and revenues. But for staring any of the business or
making any innovation in the product and services, company has to analyse the internal and
external environment of the business so that they could deals with those problems and issues
(Amaxopoulou, 2021). In this report the organisation taken is Morrison’s. For this given report, it
includes the problem company is facing an issue which are coming in organisation for long time
and in the near future also. This also focuses on analysing external environment of the market
which can affects company performance and their functions.
TASK
Clarify the company and their problem faced
The organisation which is taken in this given report is Morrison. As it is the largest
supermarket chain of UK. It was funded in the year 1899 by William Morrison. Company is
dealing in the products like Food and drink, clothing and magazines and books etc. Morrison’s is
having strong marketing plan for their future to enhance customers for long run. And this helps
them in increasing of their products and services. But at the same time, company is facing
problem of sales at the time of Covid-19. They are having lack of online presence at some of the
stores. They are facing problem of selling their products in Covid-19. So, for developing his they
have to work on various marketing strategies and innovation of online presence to enhance
customer towards their brand.
Analyse and present areas of importance to the company
Company is having target audience who are mostly carvings for food and drinks. There are
various competitors of company such as Tesco, Waitrose and Sainsbury etc. they all are
developing at the time of pandemic. For breaking down the problem, company is conducting
external analysis through various models. These are discussed below:
STP approach
Segmentation: Segmentation of the company is first approach used by company to segment their
audience (Carson, 2021). They are segmenting for those people who are looking for price and
freshness in food and drinks.
Targeting: They are targeting people who are households and ready to buy their products and
services.

Positioning: company is positing itself by having food offering with broad appeal from Aldi to
Waitrose.
Top three issues of company
The top three issues that is being faced by company is lack of training and development to the
company staff members, lack of online presence and lack of consistency in customer satisfaction.
 Lack of training and development: as this is one of the most importance issue faced by
company at the time of Covid-19 pandemic (Dao, and Theotokis, 2021). As due to this
lockdown company does not able to trained their staff members in effecting manner.
 Lack of consistency in customer satisfaction: there is a lack of consistency because
company sometimes could not fulfil customer demands and needs so this resulting getting
less customer satisfied by the products and services provided by company.
 Lack of online presence: As in some of the stores company is facing lack of online
presence of their products and services (Dao, 2021). This is being faced by company at
the time of Covid-19 pandemic. Because at that time, company is facing these issues in
selling their products at some of the stores and this being’s loss in their sales.
SWOT analysis of Morrison Company
It is essential for Morrison’s to perform SWOT analysis in order to achieve different targets
related to business in a precise manner (Design, 2021). The business of company relies on
different factors and aspects which are related to external and internal environment. The SWOT
analysis of Morrison’s is mentioned below:
 Strengths- In the competitive business scenario it is compulsory for a company to have
specific strengths which become major power of company. The human resource and
marketing management of Morrison’s company are professional enough to handle major
operations which are related to business development.
 Weaknesses- There is different weaknesses available in every business which makes a
business incompetent at the marketplace. It is ethical responsibility of a company to
develop a precise strategy in order to overcome different weaknesses at the marketplace.
Financial management of Morrison’s Company is considered as a major weakness by top
level management which play a major role in maintaining different financial transactions.
 Opportunities- Morrison’s perform different operations related to business in a precise
manner that is why it has many opportunities available. The main opportunity available to