Strategic Management and Change in Morrison Supermarket
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This report discusses the strategic aspect of Morrison Supermarket, including a strategic audit, PESTEL analysis, Porter's Five Forces model, and the 7S Framework. It also provides recommendations and discusses Kurt Lewin's change management model.
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Strategic management and change1 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 change2 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 change3 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
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Strategic management and change4 per the customer's affordable prices. Hence, by performing all such activities Morrison has set themselves in the mind of the customers by their quality efforts, which displays their competitive advantage over their competitors and highlights surety of long-run advantage to the company(Clarke, Kirkup, and Oppewal, 2012). Section1: Evaluation through a strategic audit- PESTEL analysis (Source:Caritte, Acha, and Shah, 2015) PESTEL Analysis highlights the political, economic, social, technological, environmental andlegalfactors,whichhasmajorlyaffectedthemacroenvironmentofMorrison’s supermarket.
Strategic management and change5 (Source:Jenkins, and Williamson, 2015) Politicalfactors:politicalenvironmentplaysasignificantrole,whichhasaffected Morrison’s supermarket for long-term profitability. In edict to attain achievement in this active retail trade sector and various nations is to expand the organized risks of the party- political situation. In this particular aspect, political steadiness and the prominence of the retailsector,the lawfuloutlinefor agreementimplementation,intellectualpossessions protection are taken into considerations. Moreover, nutriment sanitization is also monitored by the conservational fitness by the ecological health section, which is the chief issue for all the food stores in the business(Caritte, Acha, and Shah, 2015). Economic factors:this factor is also one of the main elements of the analysis. 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. In the UK most of the supermarket are vertically integrated and having own manufacturing capacity with less reliance on the external suppliers from Europe which are the main key strength because of the products in the UK. Social Sustainable equitable ecomomic bearable Environment
Strategic management and change6 Social Factors:Social factor majorly highlights the demographic aspect of the UK. The UK aging populace presents the commercial chances for the supermarket, which Morrisons can majorly bang into. Annuity age customers are having more generating income as they stayed in full-time service for the elongated period, hence this highlights that they earn higher disposable revenue, which makes them even more profitable for the goods and the services, which are personalized to them. Moreover, the shared beliefs and the attitude of the population also play a greater role for the company and as accordingly, they design the message for the retail industry customers. Other than this, in culture- gender role, social conversations, entrepreneurial spirit and the broader nature of the society also plays a major role in this factor(Annabel Dixon, 2013). Technological factors:Machinery is one of the fast troublemaking aspects for numerous businesses across the panel. In the last 5 years, Morrison food business has changed a lot. This has majorly influenced the product offering, also affected the cost structure, affected the value chain structure in the customer's service sector are the major changes have been seen in the Morrisons brand. Tesco us one of the leading competitor of the Morrisons which has apprehended the online advertising and the circulation in the higher method profile(Caritte, Acha, and Shah, 2015). Legal factors:Legal factor includes the change in the legal factor likewise; the new workplace pension’s legislation, compulsory deductions of the pension’s contributions from the worker's account. Other than this some other legal factors such as discrimination law, copyright, patent, employment law, health and safety law, and the data protection are also the factors that need to be considered. In concern of the supermarket, Morrisons being is the key local administrative and the lawful significance such as reaction of the authorization of the local council to open shops, working with the local specialist in order to improve the employability, ecological and the medical standardsWood, et al, 2012). Environmental factors:In this aspect, environmental friendliness and ethical problems are the major points for the supermarket business. As nowadays, additional customers are concern about moral purchasing. The major notion of going green is in trend and this is all done by the adoption of environmentally friendly activities and much more. Moreover, the supermarket business also evaluates the environmental standards, which are needed to be considered important. Other than this, weather, climate change, attitude towards while
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Strategic management and change7 supporting the renewable energy, attitude towards green or the maintenance of the ecological products and lastly the recycling aspect(Jenkins, and Williamson, 2015). Porters five force model (Source:Blueocean, 2017) The threat of New Entrants:In this company, the major threat is because of the innovation. The other company by innovating new products attracts new customers is one of the major threat to the company. Other than this, the building of economies of scale also reduces the static cost per unit. Moreover, the edifice of dimensions and disbursements of money majorly on examination and expansion by the new applicants are a tough task. Hence, other companies in this sector are a difficult condition as in comparison with the dynamic industry in front of the established players(Blueocean, 2017). Bargaining power of the suppliers:Suppliers are at the dominant position, which decreases the margins. For the same, Morrisons thinks of building an efficient supply chain with numeroussuppliers.Likewise,Morrisonshasfocusedondevelopingthethirdparty manufacturers whose entire business depends on the main company. Moreover, Morrisons has also experimented with the different product designs by application of different material
Strategic management and change8 so that the prices can be at hike position and the company can easily shift over the next supplier(Blueocean, 2017). Bargaining power of the buyers:Buyers are the most important player in this industry, in which they choose the best offerings by paying the most minimum prices as possible. Morrisons thinks of smaller and the most powerful base leads to the higher bargaining power of the customers and finally leads to the high ability to seek discounts and the offers. Moreover, the Company also leads to the continuous innovation of the products, which also helps in limiting the bargaining power of the buyers. Lastly, continuous innovation also reduces the defection of older customers towards the company competitors(Blueocean, 2017). The threat of substitute products:In this, Threat of substitute is higher as a customer can only switch to the other brand when pricing is high of the original product or the change in the current services majorly hampers the growth and the profitability of the firm. With these issues, Morrisons having a major focus over the services rather than being just product oriented. Moreover, concentrating on the needs of the ultimate customers rather than being just seeing what the customers are buying. Hence, this will help the company to track down the customers and the company status(Axtell, 2016). Rivalryamongtheexistingcompetitors:Inthis,iftherivalryisintensewiththe competitors then it affects the complete productivity of the company. Similarly, Morrison’s functions in a very competitive trade business as the major threat of the competitor of the Morrison of Tesco company, which is also UK, based. Hence, Morrisons has to do to outperform in comparative to the other firms likewise, the company should focus on building a sustainable differentiation, building up the strategic targets to compete better lastly, collaborating with the competitors in order to increase the market size(Anon, 2012). 7’S Framework of Morrisons Staff Morrison’sstaff members are the life and the soul of the business.Hence, everyemployeeis Shared values Morrisons believes in strongcompetition. Theyalsohavea strong focus over the freshness,quality, Style Morrison'sstyleof workingisdifferent in comparison to the other firms likewise, theycontinuously Strategies Therecentstrategy ofMorrisonsisto majorlyfocuson servingbest customersservices,
Strategic management and change9 valued,trustedand treatedwithrespect andarehappieras every day they enjoy the great rewards and fair day pay. Otherthanthis, Morrisons is having a friendly team of the Foodmaker’s and the shopkeepers (Morrisons, 2013d). andcostofthe products. Moreover,theyalso believeinoffering the best price across all the food range to theirultimate customers with great servicefromtheir employees(Seely, 2012). seekandexploit opportunities in order todeveloplarger stores and the attract more of customers’. Moreover,theyare alsotappingalot moresourcesin comparisontotheir competitorssothat they can tap more of customersandcan becomeUk’sbest foodspecialistfor everyone. becomingmulti- channel, strengtheningthe brand reputation. Moreover,theyalso working over making the core supermarket strongeragain, simplifyingand speedingup, constructionthe culturebasedon fellowshipwitha strongandreliable wayoffunctioning (Morrison’s, 2013b). System Theinternalsystem comprisesofthe retailsector, manufacturing, logistics, engineering, and the headoffices,which managestheentire organization. Recently,Morrisons hasdevelopednew customer relationship management in order tostrengthenits Skills In terms of skills and thecompetencies comprisesofthe offeringintothe marketstreet experience is of fresh foodandthe industry-leading deals. Moreover,the applicationof“let's grow”campaign, flexibility and media promotion is also one Structure In terms of structure, it’sasingleformat superstoreandthe hasahierarchical structure.Allthe formationofthe strategiesis presented by the top managementorthe board Inaddition,they monitor the progress towardsachieving the set objectives.
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Strategic management and change10 customer's focus and competemore effectively with other supermarketrivals (Glenday, 2013). ofthewaysto presenttheirskills (Morrison’s, 2011a). Morrison’s organization structureisaset structure,which helpsthemin evaluatingand monitoringthe financial performances, critical operationalissues and risks(Morrisons, 2013c). Section2: In drivers of internationalization, Morrisons need to diverse their business other than UK. In order to grow and expand its market operations, Morrisons need to consider Asian companies through mergers, joint ventures and acquisitions as this helps in maintaining cost advantage and the higher disposable income and leads the economy to grow at the faster pace. Hence, company should try to explore their activities in an international market, which is highly affected in terms of cost drivers and market drivers. Through all this, Morrisons will have the greater number of international presence and helps in increasing the international market shares and revenues. SWOT ANALYSIS Strength Effective supply chain management Strongfinancialmanagement (Disraeli, 2016) High service standards Strong manufacturing capabilities Having a strong unique selling point Dealing in numerous grocery items Weaknesses No online platform No Convenience particular store UK Dependence Notmuchexploredtotheother countries Labour intensive model Pricesensitivityisthemajor
Strategic management and change11 and the products Food merchandise for cheaper prices andalsotheirtheproductsareof decent price Factory having their own packaging Strong brand portfolio Strong distribution network Ahigherlevelofcustomer satisfaction Highly trained labour force through effective teaching and the education platforms weakness Weak loyalty programme Lack of personalized couponing No clear unique selling proposition Notgoodatproductdemand forecasting Limitedexpansionintheproduct segmentation Financialpreparationisnotdone properlyandeffectivelyand efficiently Needmoreinvestmentinnew technologies(Acha,Du,andShah, 2016) Opportunities Organic and ethical product delivery to the customers Diversification Suitability in store development Accessible store Ultramarine growth Can tap the virtual portal Carbon offset and the food miles Can familiarizemore superiority of merchandises They can also open small stores in localtownsandintheshopping centers. Marketdevelopmentleadtothe dilution of the competitive advantage New environmental policies Tapping of new customers from the online sources Threats Online retailing as other brands are also retailing Price competition Competitive environment More of packing products which are against the environmental protection Increased number of competitors such as Tesco, Asda Introductionofnewrulesandthe regulation by the government Forcefuloppositionbydifferent fooding industries in same category Thedemandforhighlyprofitable productsisseasonalinnatureand thushasamajorimpactoverthe company Liabilitylawstovariousliability claims
Strategic management and change12 Introductionofthenewer technologieshelpsinsetting differentiated pricing technologies in the market Theopeningofthenewmarket becauseofthenewgovernment agreement New environmental regulations have generated the threat to the existing products categories Noregularsupplyofinnovative products New technologies developed by the competitors to the long term future Havinganegativeimpacton international sales Increasingtrendstowardsthe isolationism(Williams,Richard, 2014) Section3: In terms of government, drivers and competitor’s drivers of Morrisons, this mainly highlights about global or interdependence that makes the company stand out different in comparative to the other supermarket companies. Likewise, Morrisons should thinking of delivering organic products along with the general products. This will generate a competitive strategy in terms of global expansion. Hence, through this recent market trend improves the demand for the brands, which are developed by a retailer with some motto in order to perform better than the existing system. Hence, through this, Morrisons have a greater chance to en-cash a trend and will have wider number of self-owned organic product range. While morrisons thinks of moving to Thailand certain risk which they have to face in terms of gaining success, likewise, they think of going local in which they have taken into consideration an own labelled products all will be visible in one place rather than sporadically spread out across the store. Other than this, Morrisons has tried to be different so that the brands need to enter with their eyes and mind open about different market attitude and values. Above all, they should enter humbly and believe their own hype.
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Strategic management and change13 (Source:Haleem, and Jehangir, 2017). Recommendations: This particular company is ready to develop its new horizon likewise, in the international market. Moreover, their new distribution channels and center will make it easier for the company to push into the new market. Although their tough competition which pushes the company into pressure. Moreover, Morrisons having larger profit margins that are offset to some extent in terms of savings for the larger business. In terms of rivalry terms, Morrisons are having larger rivals but in future, its success will be out breaking in the form of new markets, which is crucial in helping them in keeping up the momentum. Longer queuing can leads to the lack of customers satisfaction, this is also one of the areas in which the Morrisons can make improvements to their upcoming operations. Other than this, Morrison's further delays are in the checkout process, as during the bagging process, customers get frustrated while standing for a longest time. Hence, all these aspects need to be taken care of in the future and working on making to better for customers in order to improve the overall satisfaction of the ultimate customers.
Strategic management and change14 Morrisons can also a major emphasis on the promotion of private brands and the company should focus on making the product length diversified and should attract a mixed number of customers. Franchising can also be the best option in terms of Morrisons as through this they can gain the position of the business’s profits and may even set up their individual point resultant to the entire loss of the commercial to the franchise. They should also evaluate the dissimilar arcade choices in order to safeguard the feasibility of the nominated category. Through this, they will be specific in order to achieve the set goals and the objectives. While going internationally, acceptability is high to medium risk as evidence in TESCO, as being vesting internationally will be a new and fine experience. By this, Morrisons will look for monetary sustenance from the foreign companies but the widespreadisolatedeffortandcombinedundertakingslimitthepossibilityof ultramarine growth. Low cost leadership strategy of Morrisons highlights that they have built their own manufacturing factories in order of saving cost. By doing so company is generating the direct supply to the stores through which works around the clock in order to deliver freshest foods to all stores and to all customers In order to compete on the cost bases, Morrisons need to consider certain issues regarding material, labour, designs system and other costs of associated products and services before tapping international market. In terms of differentiate focus Morrisons while offering unique products need to be different from their competitors in their of quality, pricing and offerings to the ultimate customers. They should also concentrate on the narrow segment and within the segment in order to achieve success nationally and internationally. In terms of key driver, customers’ satisfaction is one of the major aspects, which the Morrisons need to consider whether they are working nationallyor expanding internationally. Moreover, the other key driver or point of difference of Morrisons was playing role of vertically integrated supply chain, which works as a unique selling point. Thus, this can be the main reason for raising sales, as there are effective ways of communication among the various departments within Morrisons.
Strategic management and change15 Section4: Kurt Lewin’s change management model The Kurt change theory ideal is the three-step process, which helps in providing a high level of approach to the change. This theory helps the company or the management to contrivance a change effort, which is always very sensitive and must be as seamless as possible. (Source:Haleem, and Jehangir, 2017) This first step highlight about“unfreeze to ready to change”states that the Morrison as supermarket organization as a whole is going into a right direction but other than this certain tasks which are irrelevant and still being performed by force. In basic terms, unfreezing means in attainment people to gain outlook on a regular day to day happenings, opening up to the new conducts for attaining the purposes and set goals. “Change- implementation”step highlights about the change process, which probably takes some time for the implementation to order to gain efficiency, new tasks and responsibilities that involves slow learning at initials but later entire team open up their minds towards the change. Moreover, the company should also focus on the change process, in terms of time and allocation of the resources and further setting up in organization processes in order to achieve the improved efficiency contained by the new set structure. “Freeze or making it stick” stagehighlights about the change which the organization as set while setting the goals. In terms of Morrison's supermarket organization, changes made 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. This entire process of change is best managed and delivered well as it helps the company to make
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Strategic management and change16 the required change and adjust accordingly to order to gain overall effectiveness within and outside the organization(Haleem, and Jehangir, 2017). Conclusion This above report helps in understanding and concluding that Morrisons supermarket which is settled in the UK has outperformed and helps in understanding their macro environment. Moreover, about their external threats, competitors, SWOT analysis highlights the current findingoftheMorrisonsCompany.Certainrecommendationsarealsomadeforthe upcoming strategic three-year plans so that the company can grow internationally. Lastly, with Kurt Lewin’s change model helps in best managing and delivering the changes set by the organization.
Strategic management and change17 References Acha,S.,Du,Y.andShah,N.,(2016)Enhancingenergyefficiencyinsupermarket refrigeration systems through a robust energy performance indicator.International Journal of Refrigeration,64, pp.40-50 Annabel Dixon, (2013) Supermarket chain Morrisons has agreed one of its first convenience stores in the South East.(03 News). 605(1).pp. 605 Anon, (2012) Gradus makes Morrison's entrance.(SUPERMARKET).Contract Flooring Journal, p.86 Axtell,W.(2016)Morrison’sdetailsstrategyforgrowth.[Online]Availablefrom: https://bakeryinfo.co.uk/news/fullstory.php/aid/15677/Morrisons_details_strategy_for_growt h.html [Accessed 3/03/2019] Blueocean. (2017) Morrison's supermarket's porters five-force analysis [Online] Available from:http://blueoceanuniversity.com/frontpage/portercoanalysis/30496-morrison- supermarkets [Accessed 3/03/2019] Caritte, V., Acha, S. and Shah, N., (2015) Enhancing corporate environmental performance through reporting and roadmaps.Business Strategy and the Environment,24(5), pp.289-308 Clarke, I., Kirkup, M. and Oppewal, H., (2012) Consumer satisfaction with local retail diversityintheUK:effectsofsupermarketaccess,brandvariety,andsocial deprivation.Environment and Planning A,44(8), pp.1896-1911 Disraeli,B., (2016) 12 Management thought in the twenty-first century.A History of Management Thought, p.302 Glenday, J. (2013) Morrison’s has introduced the advanced CRM system. [Online] Available from:https://www.thedrum.com/news/2013/05/16/morrisons-introduce-advanced-crm- system [Accessed 3/03/2019] Haleem, F. and Jehangir, M., (2017) Strategic Management Practices by Morrison PLC, UK. Analysis, Lessons and Implications.Middle East Journal of Business,12(3)
Strategic management and change18 Jenkins, W. and Williamson, D., (2015)Strategic management and business analysis. Oxon: Routledge Morrison’s.(2013b)Focusedonourstrategicobjectives[Online]Availablefrom: https://www.morrisons-corporate.com/2013/annualreport/performance-and-strategy-review/ our-strategic-objectives/Default.html [Accessed 3/03/2019] Morrison’s.(2011a).Traditionalcraftskillsinstore[Online]Availablefrom: https://www.morrisons-corporate.com/2011/annualreport/directors-report-and-business- review/ceo-business-review/morrisons-is-different/traditional-craft-skills/Default.html# [Accessed 3/03/2019] Morrisons.(2013c)Strategy[Online]Availablefrom:https://www.morrisons- corporate.com/about-us/strategy-structure/ [Accessed 3/03/2019] Morrisons.(2013d) Our Teams [Online] Available from: https://www.morrisons.jobs/our- teams [Accessed 3/03/2019] Seely, A., (2012) Supermarkets: competition inquiries into the groceries market.House of Commons Library Standard Note: SN03653 Williams, Richard, (2014) Morrisons reduces to clear: supermarket sells off four sites in first wave of fundraising.Property Week, 80(21), p.1 Wood,J.,Zeffane,R.,Fromholtz,M.,Wiesner,R.,Morrison,R.andSeet,P.S., (2012)Organisational behaviour: Core concepts and applications. John Wiley & Sons Australia, Ltd