This report provides a comprehensive analysis of Morrison's business strategy. It begins with an introduction to business strategy and then delves into the impact of the macro environment on Morrison's, utilizing PESTEL and SWOT analyses. The report then examines Morrison's internal capabilities using the McKinsey 7S model and VRIO framework. Furthermore, it applies Porter's Five Forces model to assess the competitive landscape and explores Porter's generic strategies. The report aims to understand the strategic direction of the organization, offering insights into its strengths, weaknesses, opportunities, and threats. The analysis includes critical evaluations of both the macro environment and internal capabilities, providing a holistic view of Morrison's strategic positioning and potential for competitive advantage. The conclusion summarizes the key findings and recommendations based on the analysis.