Business Strategy Analysis of Morrison's: PESTLE, SWOT, and Competitive Environment

UNIT 32- BUSINESS
STRATEGY

Table of Contents
INTRODCUTION .....................................................................................................................3
PART A......................................................................................................................................3
Pestle and swot analysis of Morrison’s and evaluation of its key capabilities and resources3
Analysing competitive environment utilizing porter’s five forces model..............................8
Identifying existing and potential competitive benefits of Morrison’s..................................9
Devising valid tactics and tactical objectives to achieve overall objectives..........................9
PART B .....................................................................................................................................9
Strategic directions models implementation..........................................................................9
Recommendations of best growth platforms and strategies.................................................12
Monitoring of strategies to ensure success...........................................................................12
CONCLUSION .......................................................................................................................14
REFERENCES.........................................................................................................................15

INTRODCUTION
Business strategy plays wide scale functional role within dynamically evolving global
retail industry, where innovative business productive techniques further plays strong role for
customer target market expansion and enhanced goodwill. For this report, Morrison’s within
retail industry has been taken as the company serving best quality varied retail products and
services, with global brand presence. The report will be analysing in detail internal and
external business environment factors, resources and capabilities analysis for bringing on
functional rise productively within longer run. Study will further bring on detailed analysis on
competitive environment benchmarks formation, where justification of best models will be
focused on for leveraging best diversity scope widely. Research will further bring on detailed
analysis on tactical strategic directions and objectives, for strengthening keen fundamental
objectives within industry. Study will further synchronise strategic directions, best platforms
rise among strategies and for ensuring monitoring strategies to ensure success paradigms
profoundly within retail industry.
PART A
Pestle and swot analysis of Morrison’s and evaluation of its key capabilities and resources
PESTLE analysis-
Political factor-
Changes in trade policies may put negative impact on expansion strategy of
Morrison’s in term of increasing taxation charges which is quite impossible to pay, but
essential as well to grow. It may decrease profits margin of brand but for short duration
(Tumaku and Ren, 2020). This factor put negative affect on strategic mission, objective and
vision of company. The aim of company is to grow even better than its rivals, for which it
may take action in term of strategic plan to pay current tax rate or charge.
Economic factor-
In recent time due to pandemic, many people losses their jobs which increase
unemployment rate more than ever. It put negative impact on supermarket in term of putting
a lot of pressure from government side to hire local people that may not qualified and suitable
for existing jobs or vacancies. In the context of this factor, firm may develop plan in form of
hiring people according to requirement at workplace.

Social factor-
Fluctuation in key market trends may put negative impact on Morrison’s growth
because it may drive the attention of management towards considering each trend that is
impossible to known in short duration (Mandasari and Wandebori, 2020). It may lead to
losses market position, which is not possible. Firm may take better actions regarding this
factor, such as continuous market research and further modifications related to products.
Technology factor-
It may put positive impact on brand, because technology advancement give power to
increase productivity of business and also allow to reach at global level without conducting
much attempts related to marketing activities. With advance digital advertising platforms,
marketer may generate great brand awareness that in turn increase sales and customer base.
Organization may take decision to create effective plan in regard to adopt advance
technologies like social media.
Legal factor-
Due to pandemic, certain laws related to varied subjects like employment may chance,
which may put negative impact on Morrison’s strategies in term of wages. For example,
Wage act 1974 is one of those laws in which government may add certain things like it direct
companies to pay half salary to their staff during COVID-19 pandemic situation. According
to this change, company may develop strategy to create salary structure regarding each
candidate.
Environmental factor-
This element may put positive impact on brand in term of increasing its productivity
and building strong as well as influencing image in market. Customers and government
concern to reduce carbon foot print of companies, which may affect positively in term of
gaining attention of sustainable investors and making environment pollution free. Firm goal
is to be sustainable, for which its management may take action of use paper for purpose of
products packaging instead of using plastic.
Background of chosen company-
Morrison’s operate in retail industry with valuable resources successfully. It was
founded by William Morrison in 1899, UK.
Meaning of strategy management-
Strategy management is defined as efforts of organizational management that help to
achieve strategic goals and objectives of a company.
Level of strategy-