Analysis of Impact and Influence of Macro Environment on Business Strategies of Morrison
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This report analyzes the impact of macro environment on the business strategies of Morrison, one of the largest supermarket chains in the UK. It includes a PESTLE analysis, Ansoff's Matrix, and stakeholder analysis.
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BUSINESS- STRATEGY
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Table of Contents INTRODUCTION...........................................................................................................................1 LO 1.................................................................................................................................................1 Analysis of impact and influence of macro environment on an organisation and its business strategies.................................................................................................................................1 LO2..................................................................................................................................................6 Assessment of internal environment and capabilities............................................................6 LO3..................................................................................................................................................9 Evaluation of a given organisation with the help of Porter's Five Force Model....................9 LO 4...............................................................................................................................................10 Applying of theories, concepts, models to understand and interpret strategic directions available to a company.........................................................................................................10 CONCLUSION..............................................................................................................................13 References......................................................................................................................................14 Books & Journal............................................................................................................................14
INTRODUCTION A set of rules and regulations in a business organisation in order to attract customers, achieve competitive advantage, strengthen performance of business and then achieve all the objectives and goals are said to be business strategies(Ritte and Andersen, 2014). It makes a roadmap for future steps of company; it also provides with an outline of planning. In the following report analysis of business strategies of Morrison is conducted. It is one of the largest supermarket chains in United Kingdom. It comes on number four when considering all the big supermarkets in UK. With it headquarter located in Bradfort, England, William Morrison found this chain in year 1899. In this report analysis is done on all the factors of macro environment on business as well as its stakeholder analysis is done. Other than this different models of Morrisons are also discussed in this report. These models include Porters Model, SWOT Analysis, VRIO Analysis, Pestle, Ansoff’s Matrix etc. LO 1 Analysis of impact and influence of macro environment on an organisation and its business strategies Mission-Mission of Morrisons is to provide their customers with its good quality products in best possible prices on their weekly shopping. To provide customers and clients valuable products by best value for money on weekly shopping. Vision- Vision of Morrisons is to become specialist in food industry for all its consumers. Objectives-Company aims at providing good quality of products to their customers in order to attain maximum market share. PESTLEanalysis: PESTLE analysis is a tool used to analyse the impact of external factors on a business. It includes macro factors present in external environment.Below mentioned are all those external factors analysed for Morrisons- Political-Politicalelementssuchasfuturelegislation,governmentpolicies, international legislation etc. present in a nation have impact on functioning of a business. Morrisons is also facing impact of such factors on its business. Below mentioned are positive as well as negative impact of this factor on Morrisons: 1
Positive impact:Business operations in Morrisons is affected by various custom duties levied on it. Company benefits from exports as they give more profits to business. Morrisons exports its products to countries in Asia(Rowlinson, Hassard and Decker, 2014). Negative impact:There are some regulations to have negative effect on operations of Morrisons as well. Due to changing political parties in Asia and democratic rule of China doing business in those regions have become difficult. Economic-Economicfactorsincludemonetaryissues,taxation,overseas economies etc. Below mentioned are positive as well as negative impact of this factor on Morrisons: Positive impact:Diversification strategy is used by Morrisons to introduce new products in new markets increasing its presence in foreign as well as domestic economy. Negative impact:Labour cost in UK are too high. This is causing a hike in expenses of Morrisons. 4.4% of expenses of wages for Morrisons have increased in past year(Morrison's SWOT and PESTLE analysis, 2019). Social-Thissetofexternalfactorsisconcernedwithlifestyle,trends, demographics, consumer opinions etc.Below mentioned are positive as well as negative impact of this factor on Morrisons: Positive impact:Morrison is diversifying in its products in order to satisfy needs of all its customers. This is helping in company to increase its market share and customer base. This also increases revenues and profits of this firm. Negative impact:There are disadvantages to company due to these social factors as consumers perceptions and wants keep on changing. Due to this company needs to change its business strategies from time to time. Technological-Technological factors include technological replacements, research funding, information and technology, advancement in science etc(Storey, 2016). Below mentioned are positive as well as negative impact of this factor on Morrisons: 2
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Positive impact:Sales of business is affected in a positive manner that is it is increasing with the help of technological advancements. This helps in attracting more customers, as it helps in saving time as well as cost. Negative impact:This requires a lot of investment for research as well as development. Also qualified technicians are required for its installation(Pasquinelli, 2014). Legal-Legal factors in PESTLE analysis includes all the influences such as consumer protection laws, discrimination laws, copyrights, patents, employment laws etc.Below mentioned are positive as well as negative impact of this factor on Morrisons: Positive impact:Morrisons is following all the required rules and regulations which are given by Food Retailing Commission(Aubry and et. al., 2012). This increases loyalty of customers towards firm. Negative impact:Employees of company are taking legal actions against it for discrimination in treatment or wages. This can affect companies’ goodwill and its business strategies. Environmental-Environmentalfactorsinthisanalysisconsistsofweather, climatic changes, various environmental policies, working of various NGO’s etc. Belowmentionedarepositiveaswellasnegativeimpactofthisfactoron Morrisons: Positive impact:Morrison is adopting a number of processes which do not have a negative impact on environment. It helps company to maintain positive relationship with its customers as well as society. It also helps in building goodwill of company. Negative impact:Negative impact is cost to company in order to develop techniques which are eco-friendly and does not affect environment negatively. There are various layers in a business which includes competitors, industry and macro environment. When taking Morrisons in to consideration an analysis of its macro- environment is helpful in telling about reasons for future success or failures and setting a platform to make strategies. It also offers different opportunities and challenges for expansion of company in variouscountriesglobally(Burgess,N.andRadnor,Z.,2013).Morrisonsispositively developing its strategy after analysing all these factors in order to achieve its organisational goal and objectives. 3
Ansoff's matrix: Ansoff Matrix provides company with management tools for a company to plan its strategies of growth and development for future. Ansoff’s Matrix is divided into four strategies whichoffersbusinesseswithopportunitiesofgrowthanddevelopment.Incontextwith Morrisons this model is used and then those strategies which best suits for attainment of its objectives and goals are adopted by it. Following are all these four strategies studied in detail: 1.Market Penetration: In this type of strategy, a company focuses on its already existing products in its already existing market to gain customers of their competitors. Usually deduction of cost is done in order to achieved this objective (Cacciolatti, L. and Lee, S. H., 2016) rather than just focusing on price in order to attain this strategy significantly.Increase in any one which are cost and quality of product will attract more customers resulting in increase in customers and revenues for company. Morrisons have been using strategy of market penetration from a long period of time which is why they provide high quality products to its customer in minimum prices. This strategy has helped company to make its position in market and gain market share. This is how company is one of the major supermarket chains in UK. Competition in this industry is very complex which makes this strategy useful for Morrisons. 2.Market Development: In this strategy company does not innovates in its product line but they choose to target new markets with different geographical areas. It helps companies who want to trade globally and export their products to other nations. A lot of research and analysis is required before entering into a completely new market in order to know its customer preferences and their differentiated demands. Morrisons have faced a number of challenges while expanding with similarproduct range. With all these difficultiesthey tried to managetheir business effectively by analysing market and then entering into new market. Product development: Another expansion strategy included in Ansoff’s Matrix is product development. In this strategy company deals in same market while they introduce new products in the market. Creating a new product for same customers can be difficult as they are already aligned towards old product and bringing new product might result in decrease of sales of their older products. This is why 4
companies are seen introducing products which complement their older products. Morrisons however does not use this strategy much as rather than product development it focuses on market development(Kim, Leeand Shin, 2015). It wants to cover more geographical area and increasing product line might lead to complication in its functioning in different global markets Diversification:It is a strategy which is used by most of countries to cater different customers with different needs in different markets. In this expansion of product line as well as market both takes place. However, diversification strategy requires a lot of investment by companies (Cserháti and Szabó, 2014). Morrisons have used his strategy a number of time when they are looking for expanding into such markets which consists of customers of different cultural background who have different need and wants. Company have successfully used this strategy but however this strategy requires a huge investment so company have to conduct proper study of market and customers before adopting this strategy Stakeholder Analysis Stake holders are all those who get affected by functioning and operations of a business either directly or indirectly. Below mentioned is stakeholder analysis of company and how are they affected by companies functioning: StakeholderEffect on Morrisons Customers Morrisons have loyal customers as they have been providing products of good quality from a long period of time. Suppliers Morrisons is required to build relationship with its suppliers so that functioning of business can be carried on smoothly without any problems (Morton, Wilson and Cooke, 2015). Governments It is necessary for a business to follow all the laws implemented by government as they are animportantstakeholderforcompany. Following all the rules will also help build goodwill and reputation of company in market. 5
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Shareholders Another important stakeholder of company are itsshareholders.Whendiscussingabout Morrisons shareholder are important as they aretheonewhoprovidebusinesswith investment for development and advancement when required. Employees Employees are also stakeholders in a company as a company cannot run without them. They arebehindworkingandfunctionsofan organisation. Morrisons believe in sharing their profits as well as their growth with employees toprovidethemmotivationaswellas satisfaction. They motivate, train and pay their employees effectively to make sure that quality of work and productivity of employees never decreases. From above description of stakeholder analysis for Morrisons it is clear what importance stakeholders hold for company and how is it important to gain loyal stakeholders in firm. Morrison deals in supermarket change in various parts of world which makes it necessary for company to have loyal stakeholders(Eason, 2014). How analysis determines strategic management decisions of Morrison In order to increase its profits, it is essential for Morrison to expand its business effectively and efficiently. It is management of company which develops a number of strategies in order to achieve goals and objectives of firm in mentioned time frame. Due to its wide product range Morrison can easily develop a huge customer base and increase its profit. 6
LO2 Assessment of internal environment and capabilities SWOT analysis of Morrison: StrengthsWeaknesses Morrisonsbuildgoodbrandimageinthe market. They perform well and generating revenueinthemarket.Morrisonsmanage gooddistributionnetworkandmaintain stability in their potential market. They also maintain good relation with their customers. Always try to fulfill the demand. Morrisons adoptgoodmarketstrategiesfortheir products.Morrisonsgoodatcustomer relationship management which increase level of customer satisfaction. Maintain skilled and intelligent workforce Morrisonsprofitabilityratioisaverageas compare to their competitors. Company do less investment in new technologies. Need to change structure of an organization according to the changes taking place in the market. Ineffective and improper financial planning. Morrisons need to develop or plan strategies forexpansionofthebusiness.Morrisons spendmoreonworkforce,trainingand development. 7
VRIO analysis of Morrisons VRIOAnalysis is used as a tool in order to analyse all the internal resources as well as capabilities of an organisation in order to sustain in the competitive market. There are four requirements that define the sustainability competitive advantage of an organisation which are valuable,rare,organizedandimitable.Belowmentionedisthisanalysisconductedon Morrison’s: Valuable:The financial resources which have been developed by Morrison’s over a period of time are valuable for the company. Company have developed their financial resources over a period of time which help them in creating various market opportunities and dealing the threats in the market. The valuable work force and human resource which have been developed by Morrison are also an important internal resource for the company which helps the company in generating more profits and increasing their productivity. However, research and development department of the company is not much valuable for the company as they require a lot of investment.Even though the effect of these investment of profits cannot be seen. Rare: Financial resource of Morrison’s as well as the employees of Morrison’s along with all its patents are a rare resource for the company. These help the company in standing in the competitiveenvironmenteffectively.Company have maintainedtrainingand development programmes for their employees which help them in effectively managing all the objectives of the company and increasing the productivity as well as profitability for the organisation. Also, distributionnetwork developedby Morrison’shavehelpedthemstayinthecompetitive environment and sustain in the market. Imitable:The financial resources developed by Morrison’s is difficult to be imitated by other competitors of Morrison’s in the market as they took a long time to generate such financial resources.Alsothehumanresourceofcompanyisunimitableasalotoftrainingand development programmes are provided to their employees so that they can develop their skills and effectivity in the organisation. A lot of investment is required in order to make sure that these resources cannot be copied by the competitors of Morrison’s. Organized:The patents which have been developed by Morrison’s are organized well along with alltheirfinancialresourceswhichhelpsthecompanyingeneratinghugeprofits.The maintenance and organisation of distribution network of the company has also been generated in 8
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such a way that there are no flaws in the distribution system of company. Proper planning and strategiesdevelopedbymanagementofthecompanyhelpsineffectivelymanagingthe objectives of company and also achieving all the goals. These help the organisation in staying in the competitive environment for a longer period of time effectively. These are all the internal resources and benefits these resources bring for Morrisons. It is important for organisation to use these resources in a manner that benefits can be brought into organisation with the help of financial resources, human resources, patents and distribution network of company. It also states the need for development of research and development department of Morrisons. LO3 Evaluation of a given organisation with the help of Porter's Five Force Model In order to analyse all the forces for business environment which is affecting its operations Porter’s five force model is carried out. In order to analyse business effectively this model is very helpful for company. Bargaining power of buyer:Consumers are understood to be biggest asset present for an organisation. In order to increase its revenues, it is important for Morrison to keep its customers satisfied(Linn, Sanden and Piekkari,2018). Morrison is tending to make profits from providing good quality product at affordable prices. Also, there are a number of competitors for it in market. This makes bargaining power of consumers of Morrisons high. Consumer can easily change their shopping centre from Morrison to any other super market. It is necessary for company to understand demands and needs of consumers and fulfil them without any negotiation Bargaining power of supplier:Morrison have a huge range of products which can be found in its supermarkets. It is necessary for company to make good relationships with its suppliers so that company can get good prices of their supply. It helps company in reducing bargaining power of supplier for Morrison.When supplier demand for high bargaining power company simply changes its suppliers. In this way company can easily maintain its relationship with supplier and give them low bargaining power. Threats of new entrants-Morrison is thinking of expanding its business in global market from time to time. There are a number of other supermarkets already present in market. This 9
makes it essential for company to analyse all its competitors and study their strategies. Only after this analysis company can make its strategy. It is necessary to survive and maintain their profits. Threat of substitutes-Morrison has a number of substitutes in market. However, in order to deal with them company is making sure that they provide better quality than others. This quality enables them to be above their competitors and makes it difficult for others to produce substitutes for company. Rivalry within market-Morrison is required to attain competitive edge in marketplace over its competitors. Morrison adopts good strategies at very initial stage to position their product(Knott, 2015) . Morrison makes strong strategies to compete with their competitors in marketplace. These are various aspects of porter’s five force model when applied to Morrison. Which help in understanding various factors in competitive market for Morrisons. This helps the management of Morrison in taking decisions regarding there strategies to face competition in industry. LO 4 Applying of theories, concepts, models to understand and interpret strategic directions available to a company There are four strategies in Generic Model of Porter which are leadership, differentiation, focus. Below mentioned is this model- The three major component of this model are mentioned below: Cost Leadership-This is a way to develop competitive advantage. Cost leadership can be attained by increasing profits as well as minimising cost by charging average prices. Other one is increasing market share by decreasing prices. This is an effective strategy to gain leadership in market. Morrison is emphasising on becoming the cost leader in reference of prices offered for products. This is helpful in providing strong competition to other supermarkets(Lee and Smith, 2018). Differentiation Strategy-This is how companies differentiate and make their products different from their competitors.in order to do this it is required by company to make high 10
quality products. Morrison requires to make sure their products are innovative enough to compete in market. Its main focus is providing distinguished characteristics to its consumers. Morrison provides with a number of extra benefits to its customers such as restaurants, cafes, playing arena for kids etc. Focus-Concentration on a particular niche market is done by companies who use focus strategies.Understandingmarketdynamicsisincludedinfocus.Inthisuniqueneedof consumers can be focused on by company. It may be low-cost, high quality products, products differentiation etc. Brand loyalty is focused on in order to serve customers uniquely when compared to their competitors. Market segment of brand loyal customers is then ignored by competitors. Morrisons focus on two types of strategies namely cost focus and differentiation focus.Differentiation focus is used for narrow segments, when emphasizing on just a small segment in market strategies can be made and executed easily in order to meet demands of customers. Morrisons is focusing on cost in order to provide products and services in minimum possible costs. Economies of scale is tried to achieve so that companies profit margin can be maintained while minimising its cost. This will help company to raise its revenues along with raising its profits. Strategic management Plan The following management plans describes all the objectives, strategies tactics etc. which can be used by organisation in future. These help company to achieve its mission and visions. A plan which is designed and documented in order to communicate functions and operations in an organisation is known as strategic plan(Lee, 2014). There are a number of things included in it such as goals, focus energy, resources and priorities that makes sure that all stakeholders are working efficientlyin order to attain all itsgoals and objectives. Following is strategic management plan which is devised by executives of Morrisons- Missions-Mission of Morrisons is to gain cost leadership in its industry by providing better quality products in minimum cost possible. Vision-Providing better experience to customers with better quality product and huge product range. Objectives-Company aims at providing best quality products to its customer at affordable prices so that companies can attain maximum customer satisfaction. 11
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Extensive Marketing-Morrisons have created a marketing team which will only focus on enhancing its product and bringing innovation in it. This will help them gain a benefit over all their competitors in marketplace. Market research –Morrisons is focusing on conducting a deep analysis of market so that they come to know about preferences and demands of its customers. This also helps in targeting potential customers. Through this research companies make strategies to expand their business. Tactics-company aims at achieving all its objectives, by adopting tactics which will provide more satisfaction to their consumers. They also focus on using latest technologies in its business and all its operations. With the help of all these strategical moves company can draw a plan and work on its n order to achieve all its objectives and goals effectively. This provide a path to all the employees in organisation. It also clears the roles and responsibilities of all the managers and subordinates in the organisation. 12
CONCLUSION The above report says that it is necessary to observe and analyse very aspect of business strategies which can affect business strategies and its functioning. It is necessary for businesses to develop and grow to survive in market for a longer period of time. There are various tools for this analysis such as SWOT, PESTLE, Porter’s five force model, VRIO etc. This helps in planning for future of company. It also helps in identifying important resources of firm. Company can remove resources which do not generate enough output. Ansoff’s matrix is also used which helps company to achieve its goals as well as objectives. Companies create strategic plans after this and try to bring more and more innovations in their services as well as products. 13
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Ritter, T. and Andersen, H., 2014. A relationship strategy perspective on relationship portfolios: Linkingcustomerprofitability,commitment,andgrowthpotentialtorelationship strategy.Industrial Marketing Management. 43(6). pp.1005-1011. Rowlinson, M., Hassard, J. and Decker, S., 2014. Research strategies for organizational history: A dialogue between historical theory and organization theory.Academy of Management Review.39(3). pp.250-274. Storey, D. J., 2016.Understanding the small business sector. Routledge. Online Morrison'sSWOTandPESTLEanalysis,2019.[Online]Available through:https://www.swotandpestle.com/morrisons/ 15