Strategic Management and Change in Morrison's Supermarket: Analysis and Recommendations

Strategic Management and change
Morrison- supermarket
Student’s Name

Strategic management and change 1
Executive summary
This particular report majorly discuss about the strategic aspect of Morrisons which states
that in economic aspect, increment in the energy cost, transport cost, raw substantial charges
also having a massive influence over the supermarket and their supply chain critical profits
limits. However, other than this Morrisons also having strong manufacturing capabilities,
their own strong brand portfolio and ultimately the higher customers satisfaction. Other than
this, opportunities such as diversification, merger, cost efficiencies are to be maintained in
order to generate more of success in the coming years while mergers and acquisition.
Through Kurt, lewin change model highlights that Morrison has made changes in the
structure in order to gain effectiveness, further changes which are made down the line has to
be implemented in order to improve the overall conduct and the organization operations.

Strategic management and change 2
Contents
Executive summary........................................................................................................1
Company’s background.................................................................................................3
Section1:.....................................................................................................................4
Evaluation through a strategic audit-.........................................................................4
PESTEL analysis........................................................................................................4
Porters five force model.............................................................................................6
7’S Framework of Morrisons.....................................................................................7
Section2:.....................................................................................................................9
SWOT ANALYSIS....................................................................................................9
Section3:...................................................................................................................11
Recommendations:...................................................................................................11
Section4:...................................................................................................................12
Kurt Lewin’s change management model................................................................12
Conclusion....................................................................................................................13
References....................................................................................................................15

Strategic management and change 3
Company’s background
(Source: Clarke, Kirkup, and Oppewal, 2012)
Morrison supermarket is one of the leading chains in the United Kingdom. The major focus
of this supermarket is on food and grocery items in their own manufacturing facilities. All
this leads to their close control over the maintenance of the quality of the product. Moreover,
they have numerous lines of stock items ranging from food eatables, various drinks to
toiletries and much more. Other than these, the kitchen items such as sauces, ready meals,
higher range in order to carter many diverse sorts of clienteles (Clarke, Kirkup, and Oppewal,
2012).
The major focus and their vision highlights about being “different from others and better than
ever”, moreover, they also look for many aspects which gives their company a competitive
advantage over others and grasp as many as opportunities for the further growth and the
greater results. Other than this the difference, which the company highlights, are on the basis
of relations with the farmers and the other food retailers. The form of purity lies in the
company, which attracts more of customers in comparison to the other supermarket's
companies. By being at first from the other companies, Morrisons thinks of doing different
likewise, focusing on the freshness of food, broader the range of the products, food range,
more of different packaging styles makes the company stand different from the other
supermarket companies.
Morrison by doing such activities has targeted and captured a large market of united states
with their major focus on customers services, maintenance of good relations with them and
having a unique and focused strategy to retain their customers by offering best products as