Strategic Management Plan for Morrisons

STRATEGIC
MANAGEMENT
PLAN

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Applying macro environment frameworks on a organisation................................................3
TASK 2............................................................................................................................................5
P2 Analysing the internal environmental capabilities of organisation using appropriate
frameworks..................................................................................................................................5
TASK 3............................................................................................................................................7
P3 Application of Porter's five force model to evaluate competitive forces of a given market..7
TASK 4............................................................................................................................................8
P4 Application of theories, models and concepts in strategic planning for organisations. ........8
CONCLUSION..............................................................................................................................10
REFERNCE...................................................................................................................................11
Books & Journals...........................................................................................................................11

INTRODUCTION
Business strategy is a term which is denoted by using some competitive forces which can
be used by organisation in attracting customers which can strengthen overall performance. This
helps them in getting a competitive advantage and achievement of objectives laid down by the
organisation. This act as a basic guideline in achievement of objectives of company(Morton,
Wilson and Cooke, 2015). This report is based on Morriosn, which is a supermarket brand
having presence in UK. Its headquarters are located in Bradford, West Yorkshire, England.
There are approximately 110,000 employees working in this company. Various topics being
discussed in this report include analysing macro environmental factors in formation of strategies
of company, applying porters five force model, analysing internal environment of business.
Lastly, various theories, models and concepts which are applied on the company which can help
them in planning their overall actions.
TASK 1
P1 Applying macro environment frameworks on a organisation
 Mission: Major mission of Morrison is that they are able to provide their customers the
best for the money which they are paying. This will help the company in having a
competitive advantage as compared to their customers.
 Vision: The vision statement of Morrisons is that they want to be leaders for construction
of a sustainable future(Milovanovic, 2015).
 Objectives: Morrisons have a objective to become more competitive. Serve their
customers in a better way, finding more solutions to problems. Development of useful
services and they also have a major objective that they want to make the core
supermarket very strong.
PESTLE Analysis: PESTLE analysis is a tool which helps in developing a deep understanding
of the various macro environment factors which can have an effect on company and its
operations. Major factors are political, social, environmental, legal, technological, economical.
This helps in determination of the various business strategies which can be formed by the
Morrison. Below mentioned is the macro environmental analysis done of Morrisons which will
have in understanding of overall impact of macro environmental factors on this company.

 Political: This factor is related to a various political environment factors which can have
an effect on Morrisons, such as Brexit was a major political environment factor which
had a effect on Morrison in such a way that there were lot of changes in the overall rules
and regulations. This leads to many modifications to be done in the policies of the
company by Morrisons.
 Economical: Changing factors of the economy also have a huge impact on the
companies. In case of Morrisons the changes taking place in the personal disposable
income of the country leads to increase in buying power of people and this leads to
increase in sales of Morrsiosn and if the vice versa situation happens then there is decline
in the overall sales of the company(Linn, Sanden, and Piekkari, 2014).
 Social: There are various social factors which are related the society and its people which
are, growing education and health related factors of consumers will have a positive or
negative effect on Morrisons. The purchasing habits of consumers are affected by many
social factors which can have a positive or negative impact on the sales of Morrisons.
 Technological: There are many technological factors such as investment in the updated
technology will lead to increase in effectiveness of the company but at same time this
can lead to incurring of huge cost by them. Usage of digital data can help Morrrison in
collecting information related to their target customers which will help in forming of
future strategies of the company. Also, there is a urgent need that companies are
focussing on research and development activities, which can help them in building
software systems and help Morrisons in making various innovations.
 Legal: Legal factor is related to various safety & legal standards which are issued by
FSA and they have to be compulsorily adopted by the companies so that they are able to
have compliance with various regulations which can help the company in ensuring
integrity and fairness in their overall operations. In the year 2016, there were around 1000
ethical trade audits which lead to compliance of various laws by the company(Lee, 2014).
 Environmental: This includes various factors which are protection for the external
environment in which the company is operating. Such as with the advent of terms such as
corporate social responsibility and sustainable development has become more important
for them to adopt such measures. This helps the companies in growing and having
concern for environment at same time. There is also a restriction by the government on