Strategic Management and Change for Morrison's Supermarket

Strategic Management and Change
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Strategic Management 1
Executive Summary
In the present era, the competition in the industries is booming due to which every company plan
for the strategy that they can apply in the market. The aim of the report is to conduct the strategic
planning for the Morrison’s company. The analysis in the report includes the organisation
environment with competitive strategies with the support of the different management tools. The
findings of the report include the opportunities and threat that are present in the UK. The analysis
related to the company is supported with the different marketing tools which include PESTLE,
Porter’s five forces, 7S, and VRIO analysis. In this, the PESTLE and Porter’s five forces are
used to analyse the external factors that can affect the company. In addition to this, the 7s and
VRIO model is used to explain the internal factors.
The findings show the key issues which are discussed below: -
 The micro drivers of change majorly include the change in rules and regulation with up-
gradation in technology can affect the working of company and many others.
 Contrasting this, the industry forces that affect the company include the rise in the
competition, reducing in cost and many other factors.
The recommendations that are suggested to company is based on environmental analysis and
based on long-term as well as on short term which is supported with the help of Ansoff matrix.
The opportunities majorly include expansion of business at numerous places, forming tie ups
with suppliers and many others.
ADKAR Change management theory is applied in the manner to show the way employees can
be managed through the strategic change and commitment.

Strategic Management 2
Contents
Company background......................................................................................................................3
Role of strategic planning for Morrison’s.......................................................................................4
Role of environmental analysis.......................................................................................................5
Environmental analysis of Morrison’s.............................................................................................5
Macro (Pestle)..............................................................................................................................5
Micro (Porter's five forces)..........................................................................................................7
A SWOT analysis of Morrison’s.....................................................................................................8
7S.................................................................................................................................................9
Strategy..................................................................................................................................11
Structure.................................................................................................................................11
Staff........................................................................................................................................12
Skills......................................................................................................................................12
VRIO..........................................................................................................................................12
Recommendations on the future direction of the firm...................................................................13
Ansoff matrix.............................................................................................................................13
Change management theory..........................................................................................................15
Conclusion.....................................................................................................................................17
References......................................................................................................................................18

Strategic Management 3
Company background
Morrison's supermarket is well Kwon supermarket in the UK with the headquarters in Bradford,
West Yorkshire England. The company was founded by William Morrison in the year 1899 and
the stores of the company are majorly located at North of England. The market share of the
company in August 2017 was 10.4% down 0.86% from 2015 that is behind the Tesco with
27.8%, Sainsbury's with 15.8% and Asda with 15.3% and many others (Morrison’s, 2018). Thus,
the company need to make effective planning for strategies that help them to take the correct
step.
The aim of the report is to produce a professional strategy plan to present the same to the senior
management of the company. The report is undertaken by the person who performs the role of
the strategy team for a company. The report includes the analysis related to the strategic planning
can help the company in performing the operations.

Strategic Management 4
Role of strategic planning for Morrison’s
Strategic planning plays a vital role for the companies like Morrison in the competitive industry.
The ways through which they benefit the organisation are given below: -
 It allows the organisation to be proactive rather than reactive
 Enhance operations efficiency
 Enhance market share and profitability
Further, the strategic planning is important for the company because this is the only way through
which they can deal with the competitors and can resolve issues.
 The strategic planning for the resources and operations help the company to prepare to
foresee their future and to make the planning according to that. The strong strategic
planning is followed by Morrison which helps them to take the proactive decisions rather
wait and react to the situation (Wheelen, et al, 2017). Though there is some
uncontrollable situation that might arise and some situation occurs in which proactive
decisions don’t work.
 Strategic plan offers the management of the roadmap to get align with the functional
activities to meet the goals of the company. Strategic planning supports the Morrison’s
company to make the decisions related in identifying the resource and budget which are
must to accomplish the set objective.
 Strategic plan offers the organisation a valuable insight related to the trends and customer
segments with the products and service that might affect the success of the business
(Baker, 2014). The strategic planning is done by the Morrison’s with the motive to

Strategic Management 5
enhance the market share and profitability (David, 2011). Though, sometimes the high
competitive advantage can affect the market share and profitability of the company.
Role of environmental analysis
Environment analysis plays a vital role in the strategic planning process. Environment analysis
includes both internal and external analysis which shows the opportunities and threats that might
be faced by the company in the market for which the company need strategic planning (Chernev,
2018). The strategic planning helps the company in grabbing the opportunities and to conduct the
planning to deal with the threats that might be faced by the company. Though, this strategic
planning changes with a slight change in the environmental factors that influence the working of
the company. This shows that an analysis of the environment doesn’t reflect the accurate results
because the changes take place in the environment (Dawson, 2014).
Environmental analysis of Morrison’s
Macro (Pestle)
A PESTLE analysis is a framework which is used to evaluate the external factors that can affect
the working of the Morrison supermarket company (Kotler, 2015).
Political factors: - The political factors include external factors like change in the rules and
regulations that can affect the working of the company (Ho, 2014).
Economic: - The economic factors that affect the working include the GDP, purchasing power of
customers and many others that can offer opportunity or threat to companies.