Sustainable Business Strategies: Morrisons Case Study Report

This report provides a detailed analysis of Morrisons' approach to sustainable business practices. It begins with an introduction to sustainable business and its significance, followed by a background on Morrisons, a major UK supermarket chain. The report explores the company's sustainability concerns, including environmental impact, carbon footprint, and social welfare initiatives. It examines theoretical perspectives like corporate governance and the triple bottom line, illustrating how Morrisons integrates these concepts. The main body discusses specific sustainable business strategies employed by Morrisons, such as reducing plastic usage, improving water efficiency, supporting employees, and promoting healthy food options. The report highlights the company's commitment to corporate social responsibility (CSR) and corporate social value, detailing initiatives like carbon reduction programs and charitable contributions. The conclusion summarizes the key findings, emphasizing the importance of sustainability for Morrisons' growth and brand image. References to relevant academic sources are included to support the analysis.

Dynamic Perspective on
Sustainable Business

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Background:................................................................................................................................1
Sustainability concern:................................................................................................................2
Theoretical perspective:..............................................................................................................4
Sustainable Business Strategies..................................................................................................6
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Sustainable business refers to the profitability of business concern with environment and social
commitment of business. Using sustainable approach refers to the use resources that are
environment friendly and that reduce negative impact on business. In this essay report
information about sustainability and its importance is included, also various understanding about
theories and models that could help in better understanding of sustainability in the business. It
also include business strategies for sustainable business (Shakeel, and. et. al., 2020). Sustainable
business helps in better environment and better social welfare of the country. Below are detail
explanation of sustainable business and its importance for the country, environment, and society.
MAIN BODY
Background:
In this essay report the Morrisons has been selected, company is fourth largest chain of super
markets in United Kingdom. Headquarter of company is in Bradford, England, it was founded by
William Morrisons in 1899. company has 494 stores in 2020, and employed 110,000 employees
in 2019. company serves 11 million customers each weak in UK. The annual turnover of
company is £17,536 in 2 February, 2020. company operates its business in UK. Company
operates as an retailer in retail industry, the retail sector in UK continuously around 5 % gross
value added in UK economy. 14 % of investment made by the non financial sector made by large
retailers in United Kingdom (wes, L., 2019).
The government of UK is focused on making business within an country more
sustainable so that it could improve the environment condition and sociology in the country. The
government of UK has been describe sustainable approach in UK as environment protection,
social progress and equality, conservation of natural resources, and stable growth of economy.
Retail industry in UK face rules and regulation by the government of UK, in order to make retail
industry more sustainable (Raut, and. et. al., 2019). Following sustainable approach in retail
business can help business to make more customer and attract young generation towards the
business and make them loyal customer of brand.
Morrisons follow the sustainable approach in its business to fulfil its cooperate social
responsibility towards the country. Company contribute in various charity foundation that help
them to improve its brand image in the market. Organisation support and train their employees so
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that they can pay fair day's pay to them. Company also offer healthy and affordable food with
best quality to its customers. They also focus on reducing food waste in their organisation by
redistributing their surplus food to those who needs it. They also help their customers to reduce
food waste at their home.
Sustainability concern:
The purpose of sustainable business strategies is to make an positive impact on the
environment and social welfare. It describe various impact of business on the environment and
society of particular country. In the context of Morrisons, company is operating in retail industry
and there are huge impact of production process on the environment that could impact retail
businesses. Company's carbon footprints and water usage, community development efforts could
be include in its business approach (Lüdeke-Freund, and. et. al., 2019). Morrisons develop
various strategies by which they fulfil the needs of sustainability in their business. They use
various approaches that make their business sustainable in order to protect environment and
social welfare. Company has various sustainable development goals that added values to its
initiative to create change, they want to address global challenges of sustainable business in
order to make their organisation more profitable and responsible towards the society. Company
ate initiate to reduce the use of plastic, to reduce the impact of plastic on environment. It helps
company to fulfil their goal of sustainable environment in the industry. Organisation is also focus
on operational efficiency of water that company use so that they can contribute for the future
generation. It could have huge impact on the effective brand image of company so that they can
increase customer base and brand loyalty in the market. Sustainable business also focus on the
welfare of people around the company or the citizens of the country. Morrisons is also make it
first priority to understand the needs and wants of people around the company and employees.
They provide proper tracing and development to their employees so that they can
effectively done their jobs and get fair pay. They support their employees and staff members by
providing them well-being toolkit, so that they can work with organisation in most effective way.
Customers of company is first priority of company, and they fulfil the needs and wants of
customers of healthy life style by providing them high quality of healthy food products on
affordable price. Company works with British farmers to help them in better living and
profitability by promoting sustainable farming business (Peralta, A., Carrillo‐Hermosilla, J. and
Crecente, F., 2019). Thus from all the use of sustainable strategies in business Morrisons fulfil
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the goal of making their business responsible and sustainable in order to make it grow and fulfil
the needs of sustainability. Its could help company to make profit and long brand image in the
market.
Sustainability in business provide various opportunities to the business and its destination
country. It helps company to improve profitability and growth in the industry, businesses can
attract more customers and young generation so that they can increase the level of profitability
and growth of the company. In the terms of Morrisons, company use various strategies that helps
in better development of sustainable growth in the market. Company use focus on improvement
of talent and gander balance by increasing female representative at the senior position of
business (Palomares-Aguirre, and. et. al., 2018). They also take carbon reduction initiative in
order to make their investment high to make sustainability in business's production. Morrisons
also participate in charity foundation so that they can help the country needy people. It improve
the brand image in they eye of government so that they can profitability. They ensure that they
can fulfil all the rights of their employees in order to protect them better standard of living. There
are various events that company launch in order to make their business more sustainable and
responsible in the market. Such as “Women in Morrisons” event where company increase the
number of female employees as an manger 7 % to 20% that helped company to build trust and
loyalty toward the brand. 9.6% reduction in brands own plastic packaging (Ordonez-Ponce, E.,
Clarke, A.C. and Colbert, B.A., 2020). Automate water reading meters installed in stores and
production department. 2.6 billion calories are removed from the brand products that helps
company in better development of healthy products and services.10 % fresh fruit and veg is
available at store at any time. 7,300 books company donated to the school children on world
book day. 100 electric charging meters was installed in stores. From all these strategies company
fulfil all the needs of sustainability in their business and improve the environment and social
welfare in their industry.
There are different concern areas of company that helps in present and future growth of
the company, Morrisons is focused on its sustainable growth in business so that they can
contribute in sustainable development of retail industry. They use various strategies and
development of company in order to make sustainable growth so that they can fulfil the needs
and wants of their goal to become sustainable organisation. Company concern on making long
term relationship with their customers and employees so that they can grow with them. Company
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providing various benefits to their customers and employees as discussed above, so that they can
fulfil their responsibilities towards the society. Sustainable development in the company helps in
its future growth, because in young generation individuals are concerned about what company is
doing and how they make product and services and how it can contribute in the growth of
country and environment (Tolkamp, and. et. al., 2018). However, for the future benefits
Morrisons can develop the program that aware other people and generation about the need
sustainability in business. Thus from the all strategies and techniques company can develop
sustainable environment in current and future scenario of business. It also provide future growth
to the company and increase their profitability and growth in retail industry.
For the future intense Morrisons, can increase the level of sustainability, company can
expand its market in organic beauty product,that helps them in fulfilment of corporate social
responsibility towards the customers of brand. This could help the company to increase the level
of profitability and brand image of organisation. In beauty sector company can target male and
female customers of company that can use these organic products. The future growth of
company depends on the level of customers trust they gain and how much they work towards the
needs and wants of customers. Company can fulfil all the needs and wants of their customers and
can gain their trust while making business more sustainable(Caldera, H.T.S., Desha, C. and
Dawes, L., 2018).
Thus, From the above discussion it can be understand that Morrisons is well focused on
making their business more sustainable so that they can fulfil the needs and wants of
sustainability in retail industry and make their organisation more profitable.
Theoretical perspective:
Corporate Governance:
This refers to all the rules and regulations of company in order to regulate or control, it
explain all the internal and external factors that could impact the interest of stakeholder,
customer shareholder, suppliers, government regulation and management. In the context of
Morrisons, company has made various rules and regulation to fulfil the needs and wants of
company profitability and success in the market(Reinhardt, and. et. al., 2019). The board
directors of company has set all the rules and regulation in order to protect the interest of the
shareholder and stakeholders, it helps in better functioning and controlling all the activities of
management that can affect the growth and profitability of business. Corporate governance
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policies of company helps in better functioning of company and growth in the market. In the
corporate policies of company they also include the sustainable approach of business that
introduce all the strategies used by the company so that they can fulfil social responsibilities and
sustainability in their business (Fernando, Y., Jabbour, C.J.C. and Wah, W.X., 2019). Thus
corporate governance of company include sustainable and responsible approach to the company
and that increase the level of profitability in business. This could increase the level of
profitability and growth of the company. There are various rules and regulation that company
follow in order to make business grow.
Triple Bottom Line
:
This approach believes that company and industry should focus on environment and
social concern as they do on the profit. Triple bottom line explain that company should focus on
triple bottom line instead of one line focus. In triple line they should include profit, people and
planet. In the context of Morrisons, company follow this theory in their organisation to fulfil the
needs of sustainability in the business. Company is concern about its employees and customers,
because they provide better training programs and personal care kits to their employees so that
they can get comfortable working environment(Sousa-Zomer, T.T. and Miguel, P.A.C., 2018).
Company also concern about their customers they provide better quality of product with
affordable price also they provide healthy food products so that customers can live healthy
living. To fulfil its responsibility towards the planet and environment company follow various
strategies that help them to complete the goal of make their business more protected and
sustainable. Thus company follow triple line model to fulfil all the needs and wants of business
and society. This could help them in better customers satisfaction and growth in the future. Also
this strategies improve the brand image of company in the market.
Corporate Social Responsibility / Corporate Social Value
:
This model refers to the self regulation model of company that fulfil the needs of social
responsibility and its values. The company should follow the aspects of social responsibility that
make its business effective. In the context of Morrisons, company follow various operational
strategies that help them to complete their social responsibilities. Ton maintain business and its
image in the market. Company made its rules and regulation that can impact the business of
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company and regulate its profitability(Di Vaio, and. et. al., 2020). Company take many voluntary
efforts that helps society, they operates various charity programs that helps people and citizens of
the company. There are various rule and regulation of company that manges its operations and
management in order to make their business grow. Company fulfil the needs and wants of their
customers by providing them better quality of products and services. Morrisons also provide
better working environment to their employees so that they can work in effective environment,
and increase the level of profitability. Thus, company follow all the rules and regulation in order
to fulfil the need of corporate social responsibility. So that they can increase level of sustainable
business and gain long term growth in the market. This helps society in better growth and
increase the level of living standard.
Business Ethics and code of conduct:
The code of conduct depends on the situation of the company that follow the outline of
govern and decisions and behaviour. A code of conduct and ethics which are relates with the
business generally describes the process in which the industry work in respect to the ethical
behavioural concepts which will be followed in the organisation with the view to attain the
employees retentions aspects, a code of conduct will be the base of any organisation like while
talking about the industry relates with retailing is that Morrisons (De Bernardi, P. and Tirabeni,
L., 2018) they are having their professional conduct outlines and ethical principles that governs
decisions related to the ethical behaviour in the company or industry, this code of conduct
defines how an employees will work according to business ethics which are following in the
current industry through maintaining the issues like harassment, conflicts of interest and safety.
Industry will present the specific guidelines to the employees in the form of code of conducts
informations.
Circular Economy:
It is an systematic approach to the development of economy that are designed to benefit
business and increase the level of profitability, welfare of society, and the environment. It is the
contract of take-make-waste linear model. The main motive of circular economy is elimination
of waste and continuous use of resources, that help business in the balanced growth and provide
benefits to the environment (Calvo, N. and Villarreal, Ó., 2018). In the context of Morrisons,
company could use this strategy for the better growth and more profitability in the business.
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They redistributing surplus food to the those who needs it helps them in better planning of
circular economy in order to increase the profit of firm and increase its growth in market.
Thus, all the theories and models could help the Morrisons to have sustainable business and
stable growth in the market.
Sustainable Business Strategies.
Sustain supply chain:
Supply chain sustainability is a business issue which relates with the future growth of the
organisation like Morrisons in relations to procure its resources through channel of inducing the
activities of sustainability criteria which relates environmental, risk and waste costs, is that a
supply chain consists of value creations opportunities which relates with the offers relative
competitive advantage to the industry through its processes which involves in the making of
appropriate strategy in developing the sustainable supply chain, a sustainable supply chain
having the importance of improving the productivity while saving the cost at the same time. With
the use of sustainable resources and techniques, industry Morrisons will going to save the cost
inducing in the buildings, vehicles and machinery at a significant cost savings (Hysa, X., Zerba,
E., Calabrese, M. and Bassano, C., 2018). Here are the most commonly used frame work for the
process of implement the sustainable strategies and practises from both the supply chain and
company perspectives I shaving the triple bottom line the TBL will going to divide the
sustainability into three appropriate dimensions which relate with economic , environmental and
societal they are comes under the formation of particular framework design of the sustainable
supply chain. Basically the sustainable supply chain relates with the integrate environmentally
and induce with the financial based viable practises or strategies into the complete life cycle of
supply chain , from product designing to development, in the process of material selection which
will be includes with following elements in it like raw materials extractions and agricultural
production and transportation and manufacturing cost . The basic components on which this
supply chain works is that planning the sources for the Raw materials, manufacturing ,delivery
process and return , so to attain the objectives of retaining the sources related in procuring the
raw materials this industry work on the basic principle of developing the aspects of creating or
concerning about the factors which will impact the organisation in their long run through adding
the value of sustainable strategies which are assisting the industry in maintaining the sources
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which are reliable for the future point of view. Pillars which are adding in the formation of
supply chain is vulnerability, management culture, operations and other aspects too.
Sustainable Value
:
It refers to providing the value to the benefits of the company and increasing its sable
growth in the market. Sustainable value provide better understanding about various aspects that
provide growth to the business and increase its profitability. In the context of Morrisons,
company fulfil all the needs and wants of social responsibility that helps in better understanding
and growth to the company. Company use corporate social responsibility as an sustainable value
strategy, where they focus on the growth and welfare of society so that they can gain customers
loyalty and trust in order to make them long term customers of the brand. They respect the
human right so that they can improve the brand image and growth of the company. Morrisons,
helps its customers and employees in better living standard so that they can contribute in the
economy of the country. Morrisons also focused on making their employees more trained so that
they can work in most effective way and increase their profitability. All these strategies make the
business of company more profitable and increase its growth.
Sustainability in the business needs effective strategies in order to make the business more
profitable and grow in the industry. Morrisons use various approach to make its business more
sustainable in retail industry, and these strategies makes its value and ethics of the company
more profitable. Thus, company use various strategies that helps them to make sustainable value
in their business. It also provide better understanding about the various objectives and growth of
the company. In order to make better growth in the business Morrisons use stable techniques that
provide better insight about the goals and objectives of the company (Khan, B.A. and Naeem, H.,
2018).
Strategies in a VUCA world:
VUCA is an leadership techniques that help company in better understanding of all the
factors that could impact its future business. It show the unpredictable nature of world that
impact the business of particular industry or the company. In the context of Morrisons, VUCA
model can help company in better understanding of external and internal factors that impact the
business of company.
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 V: Volatility, refers to the nature of dynamic change and nature of speed change in the
forces that could impact the business. In the context of Morrisons, this factor could help
the company to understand about all the future changes that could impact its business and
decrease the level of profitability. With this company can make future strategies that
could help in better growth and development strategic decision making.
 U: Uncertainty: it refers to the lack of predictability, scene of awareness and the nature
of uncertain environment. This could help Morrisons to understand about all the factors
that can increase the level of profitability and analyse the uncertain environment of the
company.
 C: Complexity: it refers to the uncertain environment that cause the profitability of
business and increase the level of complexity. In the context of Morrisons this could
helps the company to analyse all the factors that can impact the business of the company
and increase the level of complexity in business.
 A:Ambiguity: it refers to the mixed meanings of conditions that increase the level of
profitability. In the context Morrisons, company can analyse the different situation that
can impact the business and profitability in the market.
Thus, all the strategies use by Morrisons helps company in better growth and making effective
strategies, that could improve its market condition.
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CONCLUSION
From the above information it can be summarise that sustainability business approach
helps business to gain high growth in the business and increase its profit shares. Company use
sustainability in their business for the better growth and development of its social and internal
responsibilities. Their are various strategies that company use in order to make its business grow
and beneficial. Sustainability in business refers to all the initiative taken by the company in order
to provide better growth to the environment of country, growth of society and development of its
business. Sustainable approach in the business improve the brand image and stable growth in the
industry. Various strategic approaches helps business to make an understanding environment and
development of various roles of company so that they can grow in the market.
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REFERENCES
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methodological issues, and a research agenda. In Sustainable Business Models (pp. 25-
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Hysa, X., Zerba, E., Calabrese, M. and Bassano, C., 2018. Social business as a sustainable
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