Strategic Stakeholder Relationships Organisations - PDF
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Added on 2020-10-04
Strategic Stakeholder Relationships Organisations - PDF
Added on 2020-10-04
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STRATEGICSTAKEHOLDERRELATIONSHIPS 1
ORGANISATION SUMMARYWm Morrison is a PLC supermarket that trades as Morrison. It is the largest chainsupermarket organisation which is headquartered in Bradford, West Yorkshire, England. Thecompany was founded by William Morrison in the year 1899. It is also listed on the LondonStock Exchange. It has retail chain stores of more than 500 supermarkets across Wales,Gibraltar, Scotland and England that offers food and grocery products. Morrison provides widerange of products and services such as Food To Go, Free From, World Foods and Nutmegclothings as well. The company also has the capabilities for food manufacturing in fish, meat,bakery, fruits and vegetables. Approx 11 million people shop every week from the Morrisonretail supermarket stores and their online business also covers approx 11 million households. Thecompany provides employment to approx 110000 employees and its market share is 10.14%. The key competitors of Morrison are ASDA, Tesco, Sainsbury's, Walmart, Boots,Amazon, ALDI and Debenhams. The marketing segments of Morrison aim at diving potentialand target customers into identifiable groups which is generally based on their requirements forproducts and services. Morrison focuses on implementing Psycho-graphic segments and dividescustomers on the basis of their lifestyle, hobbies, interests, attitudes and values. It alsoimplements behavioural segments which includes dividing markets on the basis of consumer'spurchasing behaviour. Morrison PLC supermarket aims at implementing a successful changeproject within its business operations and activities. The company focuses on bringing digitaltransformation by integrating digital technology within the different areas of business. Morrisonfocus on introducing Discount Cards and Bonus Cards as this helps in increasing the loyalty ofcustomers. 2
Table of ContentsORGANISATION SUMMARY......................................................................................................2INTRODUCTION...........................................................................................................................4CHAPTER 1. Strategic influence of stakeholder analysis...............................................................41.1 Importance of Stakeholder analysis......................................................................................41.2 Range of stakeholders, their strategic influence and potential impact..................................5CHAPTER 2. Engaging with stakeholders......................................................................................82.1 Critically analysing strategic relationship and ways to engage with stakeholders...............82.2 Prioritising resources from an engagement plan from a strategic perspective....................102.3 Reviewing the success of engagement plan objectives.......................................................112.4 Recommend strategic changes............................................................................................11CHAPTER 3. Communication with stakeholders.........................................................................123.1 Key components of the message that needs to be communicated......................................123.2 Recommendations for communication for engaging key strategic stakeholders................13CHAPTER 4. Managing stakeholder resistance............................................................................134.1 Assessing the response to the engagement campaign.........................................................134.2 Practical ways of managing and resolving conflicts...........................................................14CONCLUSION..............................................................................................................................18REFERENCES..............................................................................................................................193
INTRODUCTIONStakeholders are very important part of the business and its growth. They are individual,groups which affected by the operation of business. Fair treatment and build strong relations withtheir stakeholder are the key of long term success and goodwill. Business stakeholder includescustomers, communities, employees, owners, suppliers and partner etc. present study is based onthe “Morrison” which is supermarket plc. It is the fourth largest chain of supermarket in UK.Study lays emphasis on the changes project produces a details list of the key stakeholder andcritically evaluate the impact and influences each stakeholders on the changes projects. Reportwill prepare by stakeholder engagement plan supporting by the changes and how it is often forcenecessary to review plan in order to continue successfully engage. Study will shows thestakeholders communication is be effective which is supported by Clayton stakeholder pyramid.It will also resistance by the stakeholders in inevitable in major changes projects. CHAPTER 1. Strategic influence of stakeholder analysis1.1 Importance of Stakeholder analysisIllustration 1: Stakeholders of the organisation4
Stakeholders are the people, group or even institution whose support is important fororganisation otherwise it will cease for exist. The stakeholders of the company are very essentialand vital for the success and survival of organisation. Morrison is considered as the fourthlargest retail supermarket business in the UK. It also provides online services or facilities to itscustomers (Benjamin and Mabey, 2013). Company aims at implementing digital change ortransformation in its business, thus, focus on identifying the impacts and influences of changeprocess on its different stakeholders. The change project implemented by Morrison isintroducing Discount Cards and Bonus Cards in its retail supermarket and online business.Company aims at differentiating various kinds of stakeholder by considering groups of peoplewho have classifiable relationship with the company.Morrison aims at identifying its different stakeholders and categorising them into groupusing the Mendelow's Matrix (What Is Mendelow’s Matrix And How Is It Useful?, 2019).Stakeholders are essential to be identified and to manage as well. The Mendelow's matrix statesthat organisation needs to analyse the stakeholder groups on the basis of power and interest.Power refers to ability for bringing influences on the organisational strategy or change projectsand interest refers to how interested stakeholders are in the company or change projectssucceeding. This Mendelow's matrix or grid helps Morrison for effectively categorising thevarious key stakeholders and also to gain an understanding for identifying the power and interestof each stakeholder. 1.2 Range of stakeholders, their strategic influence and potential impactFollowing are enlisted the key stakeholders of the Morrison:Employees: This stakeholder play a major role as their role or function is for creating anddelivering products and services to end customers. Employees can lead to bring greatimpact and influences on the working of organisation and also on the change projects i.e.implementation of bonus cards and discount cards. Thus, Morrison needs to focus oneffectively satisfying the employees and managing them (Copestake and et.al., 2018). IfMorrison fails to do so, it will lead to affect the change projects and customer services aswell. Thus, employees have profound effect on the change project and customer serviceof the organisation. 5
Customers: Every company aims at meeting the needs and wants of customers andsatisfying them effectively. They are considered as the most important stakeholder of thecompany as without them business can not survive. Morrison needs to ensure that iteffectively satisfies customers to reap benefits by implementation of bonus cards anddiscount cards. Shareholders:They are primary financial funders of the Morrison thus have the abilityfor affecting the organisation and change projects or implementation of bonus cards anddiscount cards. Shareholders have relatively low interest and high power in theorganisation as their main concern is to increase the financial position of the companyand gaining effective benefits through the change projects. Local community: This group of stakeholder have the power and capability for affectingand influencing the decision-making of the company and change projects. Localcommunity people have high interest in the community and also in the businessesoperating in their community. Thus, Morrison needs to focus on taking into account theopinions of local community people as well as they gave the power for bringinginfluences on the technological changes of company (Harmon, 2019). National and government body: This group of stakeholder have relatively high powerand low interest in the organisation's change projects or technological changes happeningin company but they have ability for impacting and affecting the projects of Morrison.The national and government bodies make sure that company is in compliance withimportant regulations. Therefore, Morrison needs to ensure that all legal regulation andlaws are implemented otherwise it will lead to be in dispute with the national bodies andpossibly face legal prosecutions. Programmer: They have the ability for bringing influences and impacts on thetechnological change projects of the Morrison Company. Stakeholder of this group actsas a bridge between the change projects and its implementation in the organisation. Theprogrammer ensures that mission, goals and objectives of digital transformations meet thegoals and objectives of retail supermarket Morrison.6
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