Strategic Management Plan for Morrison: Internal and External Analysis

This report provides an internal and external analysis of Morrison, including PESTLE and SWOT analysis, competitive environment analysis using Porter's Five Forces model, and identification of competitive advantage.

ID
Unit Number and Title Unit 32 – Business
Strategy
4
April 20
Title Strategic
Management Plan
Statement of
Authenticity:
I certify that the work
submitted for this unit
is my own and the
research sources are
fully acknowledged.
1

Table of Content
Introduction p
Part A: An internal and external analysis that provides a platform
for strategic decision making: p-
p
1. PESTLE and SWOT of the organisation and an evaluation of the
organisation’s resources and capabilities p
2. Competitive environment analysis using Porter’s Five Forces model
p
3. Identification and justification of the organisation’s existing and/or potential
competitive advantage p
4. Valid strategies and tactical objectives to achieve overall strategic
objectives p
Part B: On the basis of this analysis critically evaluate and justify
strategic options for the organisation: p-p
1. Critical evaluation of the different types of strategic directions available to
the organisation p
2. Justification and recommendation of the most appropriate growth platform/s
and strategies p
3. Evaluate ways and means by which the chosen strategy/ies can be
monitored in order to ensure success p
5.0 Conclusions p
References p
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Introduction
The business strategy refers to the strategic planning that assist to help and grow
the business in a proper manner and method (Ukko and et. al., 2019). In this process
the organization use to make different plans and goal which have to achieve by the
business in the market. There are different types of business strategies which help to
achieve the end goal of the company in effective manner. Morrison is one of the
largest chain of supermarket having fourth rank in the Britain having its main brand in
Braford, UK (Islam and Mamun, 2017). The company is offering healthy food products
in the market at affordable prices. They are having more than 494 stores all over in
UK and earning almost 17,536 million annually. This report will evaluate the internal
and external analysis of Morrison and its porter five forces knowing competitor
environment. Further identification and justification of competitive advantages are
explained with a strategies planning and tactical objectives. Moreover, the different
strategies directions are determined for the Morrison and recommendation is also
presented and ways of monitoring the success are discussed.
Part A: An internal and external analysis that provides a platform
for strategic decision making:
1. PESTLE and SWOT of the organisation and an evaluation of the
organisation’s resources and capabilities
Morrison is one of the largest chain in the supermarket of Britain having four poistion
in the market. There are number of different external and internal factor who are
affecting the company from different sides (Anand and Mantovani, 2021). PESTLE
analysis assist to know about the macro-environment as retailing sector is highly
influenced by the change in its extrinsic environment. So with the help of its external
environment analysis Morrison can find the best way to deal with and make effective
change.
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Political factors: The retail industry is highly influenced by the political factor of the
country because all the companies of retail have to follow the instruction which are
developed by the political party. In the Britain the main political change is caused
due to Britain exit from EU market it causes number of issues for the retailing
companies. With this there are different changes in the policies and rules for
operating in UK market (AKMAN, 2020). In the market of food retail the laws of
government are higher and multiple so Morrison is highly influenced in the Britain
market. According to the guidelines of government they have to change the functions
so that they can sustain in the market. By adopting to the change within the
organization they can grab the opportunity to present the brand in-front of
government in positive manner.
Economical factors: The food retailing companies of Britain are highly influenced
when the economy condition changes. As Britain economy after Brexit is being more
complex and organization have face issues of economy (Abdel-Basset, Mohamed and
Smarandache, 2018). The inflation rate is also being raised after the Brexit people are
not having disposable income to invest more on food supplements. Morrison is
offering high quality in the food products and the customers base of the company is
not having the income to buy the products after the higher rate of inflation in the
economy. This is a big threat for the company because I they are selling their
products in the market at higher price then their demand reduced immediately.
Social factors: As the society is also being totally changed people preference is
changing on regular basis, and they are buying the products as per their choice.
Retail industry influenced by this factor very much because when people change
their buying habit then retailing companies have to change al of its products. The
education and healthcare sector are more expanding in the UK market so people are
also engaging in having higher education, so they are investing their income over
their. When the Morrison will produce its goods as per the UK people then their sale
will automatically enhance.
Technological factors: In any industry technology is becoming the main element
which assist to impact the business very much (Simões, 2020). Every organization to
gain competitive advantage need to change and modify its technologies on regular
basis. If the Morrison will not use innovative technologies then their wastage can not
be minimized and customers are also not attract with the brand. In the current
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market digital technologies are expanded in the market so Morrison also need to
change its selling and promoting style to digital manner to gain competitive
advantages in the market. This is one of the best opportunity for the company to
compete in the international market. When the technology upgraded in the market
and Morrison changes its technologies accordingly then they will grab more
customer’s in the existing and new market.
Legal factors: there are number of laws which are made by the government for the
retailing sectors so the organization in the retail sector need to follow all of these
laws. Morrison have to undertake the safety laws for the food and laws of integrity to
check the products are good and there is no illegal practises are being done (Grassi
and Vallati, 2019). This laws are also changed so Morrison need to change the
policies of its organization keeping in mind the legal laws. By following all the rules
and laws Morrison can grab the opportunity to become more effective in dynamic
environment.
Environment factors: The area where the business practises are done is also being
influencing the company with different directions. When the climate condition
changes then company have to change their process of production and distribution
in the market place. They have to reduce the emission of carbon so that they can
able to sustain in the market for long-term. When any change take place in
environment where morrison operate then it can be bigger threat for the organization
and its functions as well.
SWOT analysis
The SWOT analysis of Morrison assist to know about the strength, weaknesses,
opportunity and threats. Morrison is one of the largest chain of supermarket in food
product over market of UK.
Strength: Morrison is having effective food and beverage production skill which they
used to produce, and they are having a strong and more efficient distribution network
by which they can easily reach to their targeted people. Their supply chain is also
very wider (Pesce and et. al., 2018). They are also having my-view feature and more
card programmes for the existing and the new customers of Morrison. They are
having large number of products which are being offered to the customers and also
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operating in customized food products range. The company always make use of
innovative marketing approach in the market, and they avoid middle man while
distributing their products. They are also trained the employees and academics
manner through which they are regularly improving their services.
Weaknesses: Morrison is not yet cover the global market they are operating in only
limited market and having limited market presence. When there is change in external
environment then they are not able to take immediate actions for that change and
lack behind in the market (Shatskaya, Komaristaya and Kafian, 2017). The customer of
Morrison are less loyal they use to change their product brand at any time when they
feel the Morrison is not offering the right products according to them. The customers
are having less positive image of Morrison in their mind because they feel there are
more brands better than this in market. Morrison is having less online presence only
limited products are available online. Their employee turnover is also high and
overall they are having less revenue in the market.
Opportunities: the Morrison is the international brand, yet they are not able to
expand its business internationally so it is opportunity for the Morrison to expand
globally (Wee, 2017). Morrison need to expand internationally to become the leading
brand in the market. They also sell its products more through online market and
provide related discount to attract more and more customers towards the brand.
They also enter the non-food retailing sector so that they can offer large variety off
products in the market. In the COVID-19 pandemic situation people preferring online
buying of all type of products so by providing the goods and services to them at
affordable price can help to attract more customers. They can also sale their
products in third party applications which use to supply the products internationally.
Threats: The retailing sectors is having more risk than any other sector or field and
Morrison also exist in retailing. The rules and regulation are regularly changing so
the company have to follow them and if they are not able to do then Morrison not
able to sustain in the market. Further the competition is also enhanced in the market
as new and new companies are entering the market and trying to the best so this is
one of the biggest threat for Morrison. The online retailing is become the threat for
Morrison’s because there are large number of people who are not using internet.
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2. Competitive environment analysis using Porter’s Five Forces model
The analysis help to identify the competitive landscape of the retail industry
each forces in the model is present a strength that assist the strategic planner. The
structure of the industry uses to changed regularly as per the customers
preferences. The five forces of porter are as under:
Threat of new entrants (medium): The retail sector is a sector in which new
entrants are being very common and Morrison is one of the leading brand in the
retail sector of UK (Amara and Tiriveedhi, 2017). It is very difficult for any new entrant
to come and compete with Morrison in the market. Basically new organizations are
coming in the market with price penetration strategies to gain maximum number of
profit, but they are not capable to have such a distribution network. The retail sector
is costly so anyone can not come to set up a new business in the market. As the
investment is higher as it require lots of research and development of the market
place. The licensing is also required to enter the new market so it is also berries of
the new entrant companies who are coming to compete.
Bargaining power of Supplier (low): Morrison is having number of suppliers in the
market in which they use to operate who are providing them raw materials. Which
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represent that the suppliers in the industry are having less power to control the
prices in the market. When the supplier use to reduce the margin of Morrison in the
market then they simply shift to some other supplier. The Morrison is also having
number of supplier who are providing raw material to the company therefore when
any one of them increase the pricing of the raw material then they immediately shift
to some other supplier.
Bargaining power of customers (medium): the retailing industry is very big and
having number of brands who are offering same level of products in the market. As
the food supplements companies are less in comparison of any other retailing
organization so the customers are having choices to buy their products from different
companies (Johannsdottir and McInerney, 2018). The Morrison products are being
unique so the customers of Morrison are feel difficult to find the alternative from the
market. The quality which is being provided by Morrison is being more unique and
high and they are also providing such quality at minimal price so bargaining power of
customers are also at medium level.
Threats of substitute products (lower): the Morrison is operating in the food
supplements in which substitute are being very less than compared to any other
industry. As the profit earning in this sector is low and there is no other such
substitute which can replace it. There are some substitutes, yet they are more
expensive than the products of Morrison, the company is offering its product at
affordable price then others.
Rivalry in existing firms (medium): there are favourable number of companies who
are operating in the industry in which Morrison is operating. From those number of
companies there are only few companies who are leading the market shares. The
products of the industry of Morrison are being differentiated from others in the
market. All the firms in these industries are trying to grab maximum number of
customer base with their unique products. Morrison is also offering unique type of
products at affordable prices to attract more customers .
3. Identification and justification of the organisation’s existing and/or potential
competitive advantage
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Morrison was just a stall when it was formed but the steady growth of the company
render it to develop to the level of giant supermarket today and not just a
supermarket only, but one of the player in the market giving high level of competition
to others and also maintaining their sustainability in such a competitive industry of
UK, as the UK’s supermarket industry is considered to be one of the highly
competitive sector in the world. The players in such a competitive market comprises
of Tesco, Asda, Sainsbury, Walmart, ALDI and now Amazon too after establishing
their operations on online platforms. Morrison is having great chain of distribution
which comprises of 500 stores across various locations of UK (Bramantyo and Asvial,
2019). The unique experience customers avail and the Morrison’s ability to provide
the same to its customer in it’s in – store facility is one the advantage that the
company is enjoying over its competitors. The customer service of Morrison is such
a great leading to higher customer satisfaction and retention which made it possible
for the company to stand out from the competition. Such a competitive advantage
that the company is enjoying is just due to the experts and experience staff who are
operating these stores and confronting customers on regular basis. They are highly
trained on how to behave with customers and tackle their grievances if they are
facing any such. This competitive advantage of the company can be justified through
the profitability and revenue the company is constantly generating from many years
(Ali and Anwar, 2021). There are many positive views of customers on websites and
social networks as well which is indicating company’s ability to satisfy its customers.
Another such advantage enjoyed by Morrison is its dedication towards
providing high quality and fresh products that is sourced locally to its huge client
base is a great differentiating particular which is allowing company to stand out from
competition and even good recognition in the market for such offerings.
The company is also able to produce quality products at a lower cost which
allows it to earn higher profits in the market by selling these products at a
competitive price. This benefit is accrued to the company due to their actions
towards establishing their own manufacturing factories resulting cost saving to a
great extent (Dina and Cahyandito, 2018). The company has even their transport
Lorries which distribute its fresh produce directly to its supermarket, and therefore
the company is able to establish itself as a cost leader in the supermarket industry
where it is able to compete with other players on the basis of its lower cost per
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product. Accordingly, Morrison is able to generate higher profits which is a factor
ensuring long term sustainability and survival of the company.
4. Valid strategies and tactical objectives to achieve overall strategic
objectives
After analysing Morrison from different frameworks and models a particular strategic
plan has been identified which can be used by Morrison (Ropianto and et. al., 2017). To
expand internationally and globally this plan is effective for the Morrison as
considering the values that company consider while providing products in the
market. The main values of Morrison are:
Quality of food supplements: To providing the best quality in the food products which
can enhance the health of the customers.
Satisfaction of customers: To satisfy customer by providing the high quality product
at affordable prices.
Easy shopping: To provide easy and healthy shopping experience which provide
everything in that industry.
Tangible objectives of Morrison
Specific: To enhance the sell as well as profitability of the company.
Measurable: To measure the profitability by analysis customer satisfaction and
attraction towards the organization.
Achievable: To achieve the higher profitability as Morrison operates internationally.
Realistic: To use the resource optimally to increase the profit of the company (Abdel-
Basset, Mohamed and Smarandache, 2018).
Time- bounded: To achieve the set goal by the end of 2021.
Tactical strategic plan/objectives:
 Morrison have to influence its targeted customers with the help of effective
promotional activities in the market. They can also tell about the uniqueness
and specification of the products they offer.
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 The international customer are been targeted to enhance the profitability as
per sell of the products.
 They also identify the aspect from which the company can compete in the
market place.
 With the help of its positive aspects and improving the weaknesses Morrison
can easily enhance its market share and profit as well.
 They should also look to the respective competitors who are affect the
profitability of the company.
Part B: On the basis of this analysis critically evaluate and justify
strategic options for the organisation:
1. Critical evaluation of the different types of strategic directions available to
the organisation
By conducting SWOT analysis, PESTLE analysis, analysis through Porter’s five
forces model and evaluation of competitive position of Morrison, there are many
strategic directions available for the company has been identified which would be
further explained with the help of Ansoff’s matrix model which is considered to be the
best model for evaluating various strategic directions available in terms of risks and
rewards associated with it (Bentley-Goode and et.al., 2019). The model consists of four
elements which helps in carrying out strategic analysis from various different
aspects. These four elements will be explained in detail in the following section of
this report. The matrix is a very well model used by management in framing
strategies while planning for future course of actions to obtain growth and
development in the company.
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Ansoff’s matrix diagram
Market Development Diversification
Market penetration Product development
Market Penetration: This particular option can be used to grow and development in
the market where the company is already having its existence and also the growth
strategies are formed for the product in which the company is currently dealing with
(Saldanha, 2019). This can be done through increasing market share to gain
leadership in the market by utilising competitive advantage to create awareness
among the existing customers. This strategy of growth is considered to be quite less
risky as the company has enough knowledge of the market and also there is no need
to make any form additional investment for the purpose of advertisements and
research and development (Martí 2017). Morrison has a strength of producing its food
and beverage segment products in an efficient and effective manner which can be
utilised by the company for growing in the existing market with the existing range of
products. The strategic direction available with regards to penetrate in the market the
company is existing and through its existing products is that it can lower its prices to
attract more customers and higher market share. Also, this strategy can be easily
applied by Morrison as it is enjoying cost leadership in the supermarket industry,
thus by lowering its profit margins by small amount, the company can ensure high
growth in the future.
Market development: The growth strategy to move into the new markets with the
existing products itself is what comes under market development. The strategy
requires the management to find another segment to make their product available to
them either in another country or in UK itself (Chi and et.al., 2018). This particular
strategy is considered to be more risky for companies as there is no or very less
knowledge available with regards to the new market they are planning to enter. Here,
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New
Existing
Existing NewProducts and Services
Market

Morrison has a strategic direction towards developing its market approach of
entering into global market where due to its lower cost and higher profit margin can
ensure future growth. It can enter with its product by investing and expanding its
operations to new markets like other European countries, Asian countries and
America for going global (Dina and Cahyandito, 2018). The company can do so in a
successful manner by conducting research about the local market of these countries
and need to establish good relationships with these local suppliers and retailers in
order to gain better and deep insight about the market demand and competitor’s
strategy.
Product Development: This growth strategy provide to introduce new product range
and categories into the market where the company already has an existence. To
maintain a better competitive position, the company needs to find more product
ranges to satisfy their existing customer’s need in a much better way and can get
some new customers too due to the inclusion of new product ranges (Wahyuni,
Fahada and Atmaja, 2019). The strategy minimises the rewards received by the
company due to higher cost incurred on conducting research for the demand and
perception of the customers before initiating production and offering the new product
in the market. So, the increase in the cost may render the company to earn lower
profits. Therefore under this strategy, the company has a risk of losing rewards it has
planned but if the company over this risk than the rewards are unlimited. Morrison
has a strategic direction available through the utilization of this strategy by
developing new products which may not be of their own but by acquiring another
company who is into that business can be a profitable avenue for the company. The
name and fame of Morrison can be used to market such new products in the market
where it has already established themselves (Holotiuk and Beimborn, 2017).
Diversification: This growth strategy focuses on developing new products and
offering the same into new markets. As both the product and market is new to the
company, this strategy is considered to be a highly risky affair as it is believed that
company’s core competencies are not efficient in coping up with the demand of this
approach as the company is new to both production of new product and nature of
new market. The strategy is useful as both existing market and products are no more
capable of increasing profits of the company. Morrison can have a strategic move
towards satisfying the needs of new group of customers by offering what they are
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demanding. The company is currently operating in food segment, now it can expand
its operations to other markets where the demand of non – food products such as
electronics and clothing are high (Ali and Anwar, 2021). Through this the company
can be able to generate more profits which would allow it for ensuring growth and
development in future.
2. Justification and recommendation of the most appropriate growth platform/s
and strategies
Growth platforms are those initiative options available for companies through which
the business can be able to grow their revenues and earnings. So, strategic
platforms are meant for ensuring achievement of desired results for the long term
success in the market. Therefore, the various growth platforms available with
Morrison are as follows:
 Morrison can grow their revenues through penetrating deeper into the market
in which it is already existing (Bayo-Moriones, Galdon-Sanchez and Martinez-de-
Morentin, 2020). This can be done by framing strategies related to enhancing
its market share like opening more distribution centres in those areas where
its products are not accessible to its potential customers.
 Morrison can grow its revenue by entering into new markets by offering their
existing products there. The company has an opportunities for entering into
global markets by using the strategies such franchising, direct export and
licensing which does not require company to even incur any kind of cost of
physical establishments.
 Also, the company by advertising excessively on social platforms like social
networking sites, digital marketing and website marketing can enhance its
customer acquisition rate and accordingly customer base.
 It would be recommended that the company can enhance its online presence,
as modern customers are involved in buying online more than the offline
purchases. By providing additional attractive services to customers through
such online platforms, the company can grow to much higher level.
 Another strategy available to Morrison is of including more ranges of products
into its product line, so that market share can be increased by approaching
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and satisfying new group of customers (Agustina and Karyono, 2019). The
company can utilise this strategy by producing new products like electronics
and clothing by utilizing its current production facilities. The new product can
be developed in terms of changing and finding new ideas for existing products
and incorporating some features of specialisation and customisation in the
existing products to enhance market and accordingly growth of revenues and
earnings can be ensured.
 The last strategy available as a platform for growth for Morrison where it can
diversify its operations both in terms of products and markets which can enable
the company to grow its revenue and earnings both (Bramantyo and Asvial, 2019).
The company by forming strategies for developing new products by studying the
needs of new markets can do so, like if there is high demand for apparels in
Asian countries than Morrison can produce cloths for satisfying the needs of
Asian customers through which its revenue and earnings would definitely grow.
3. Evaluate ways and means by which the chosen strategy/ies can be
monitored in order to ensure success
There are many ways through which the company like Morrison can establish
monitoring, so that the strategy as framed can be implemented in a desired manner
in order to ensure success. Some of these ways and means are as follows:
 The global expansion can be successfully achieved by monitoring
costs of operations, as if there are inconsiderable rise in costs of
offering new or existing products in the global market, then the ultimate
goal of growing revenues and earnings can’t be achieved.
 The strategy so adopted should be alignment with the already
developed vision, mission and objectives and goals of the company
(Farrukh and et.al., 2020). As if the company has a mission of increasing
its earnings to two fold in the upcoming five years, but the strategy of
growth made it impossible due to unnecessary cost incurred on
producing new products. This would lead to failure of the new strategy.
 The strategy so formed should be kept secret and not to be spread
among competitors because if something like would happen, then the
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company would not be able to reap the benefits of the new strategy as
planned.
5.0 Conclusions
From the above report it has been concluded that after conducting strategic
analysis of Morrison, it has been identified that the company has enough growth
opportunities in future through which they can ensure sustainability and survival for
long term. It has been evaluated that Morrison is an established brand known for its
freshest and high quality products and is successful in satisfying its customer’s need.
Also, the company is enjoying its efficiency in offering low cost products and earning
better profit margins through setting competitive price. Morrison can frame strategies
to expand its production into global market by adding non - food products as it has
been evaluated that currently the company is into food sector only and also has an
operations across UK only. The company has enough scope in enhancing its market
share in UK market also which can be achieved by it through adopting better pricing
strategy for its existing products.
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