Business Strategy for Morrison's: Analysis and Recommendations

UNIT 32- BUSINESS
STRATEGY

Table of Contents
INTRODCUTION......................................................................................................................2
PART A......................................................................................................................................2
Pestle and swot analysis of Morrison’s and evaluation of its key capabilities and resources2
Analysing competitive environment utilizing porter’s five forces model.............................7
Identifying existing and potential competitive benefits of Morrison’s..................................8
Devising valid tactics and tactical objectives to achieve overall objectives..........................8
PART B......................................................................................................................................8
Strategic directions models implementation..........................................................................8
Recommendations of best growth platforms and strategies.................................................11
Monitoring of strategies to ensure success...........................................................................11
CONCLUSION........................................................................................................................12
REFERENCES.........................................................................................................................14

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).
Economic factor-
In recent time due to pandemic, many people losses their jobs which increase
unemployment rate more than ever. It may 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.
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.
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.
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.
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.
Stakeholder analysis-
Just like above, this model also encompasses those factors that may put direct impact
on strategic planning and implementation practices of organization.
Keep satisfied –
 Government
 Director of company
Manage closely –
 Leaders
 Investors
Monitor-
 Customers
 Suppliers
Keep informed-
 Employees
Keep satisfied- (High power and interest)
These stakeholders may hold high power and are interested in success of brand and
because of this reason it is quite essential for management within Morrison’s to satisfy
government and owners by introducing productive and profitable plans (Sapapthai and et.al.,
2020). It may firm capable to grow even better than expectations and rivals that is important