Report: Flexibility, Motivation, and Morrison's Business Analysis

This report presents a comprehensive analysis of the significance of workplace flexibility on employee motivation and satisfaction, with a specific focus on the supermarket chain, Morrison's. The report begins with an introduction outlining the aim, company background, and research context, emphasizing the importance of flexibility in enhancing employee performance. A literature review explores the correlation between workplace flexibility, organizational culture, and employee motivation. The report then identifies a proposed problem, including a SWOT and PESTLE analysis, and suggests solutions like improved motivation techniques, enhanced communication, and leadership strategies. The methodology of implementation, budget, and evaluation are also considered. The report concludes with a discussion of the findings and their implications for Morrison's, underscoring the need for adaptable working conditions to boost employee morale and productivity within the retail sector. The report also includes information on the company's history, organizational structure, and current market position.

BUSINESS PROPOSAL

TABLE OF CONTENTS
CHAPTER 1-INTRODUCTION.....................................................................................................3
Title..............................................................................................................................................3
Aim..............................................................................................................................................3
Name of the Company and type of business...............................................................................3
Establishment...............................................................................................................................3
People..........................................................................................................................................3
Mission, vision and Objectives....................................................................................................5
Products or services.....................................................................................................................5
Organizational chart.....................................................................................................................5
Short History................................................................................................................................6
Current Situation..........................................................................................................................7
Research Background..................................................................................................................8
CHAPTER 2- LITERATURE REVIEW.......................................................................................11
Overview....................................................................................................................................11
Importance of flexibility at work place.....................................................................................11
Importance of organizational culture.........................................................................................12
Employees motivation and satisfaction importance..................................................................19
Role of HR on motivation and satisfaction of employees.........................................................26
CHAPTER 3- PROPOSED PROBLEM.......................................................................................28
Narration of the incident............................................................................................................28
Consequences of this occurrence...............................................................................................29
SWOT Analysis.........................................................................................................................30
PESTLE Analysis......................................................................................................................32
Ansoff matrix.............................................................................................................................35
Suggestions to solve the problem..............................................................................................38
CHAPTER 4- PROPOSED SOLUTION......................................................................................40
4.1 Improved motivation techniques.........................................................................................40
4.2 Increased flexibility at work place.......................................................................................41
4.3 Communication....................................................................................................................42
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4.4 Feedback from employees...................................................................................................43
4.5 Improvements in leadership and management strategies....................................................44
CHAPTER 5- METHOD OF IMPLEMENTATION....................................................................46
CHAPTER 6- BUDGET/TIMELINES.........................................................................................49
CHAPTER 7- EVALUATION OF RESULTS.............................................................................49
CHAPTER 8- CONCLUSION......................................................................................................49
REFERENCES..............................................................................................................................50
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CHAPTER 1-INTRODUCTION
Title
Significance of flexibility at workplace in the context of employee motivation and
satisfaction.
Aim
To assess the significance of flexibility at workplace in the context of employee
motivation and satisfaction: A study on Morrison’s.
Name of the Company and type of business
Name of the company based on which this dissertation is based on is Morrisons.
Morrisons is forth, the largest supermarket chain present in United Kingdom and is a public
company (Pulker, C.E., and et.al., 2018). The industry in which Morrisons operate in is Retail
industry. Retail is a type of industry in which consumer services or goods are sold to the
customers through different source of medium. All the organizations that operate in this industry
mostly focus on satisfying their customers demand that have been identified through a supply
chain.
Establishment
Morrisons organizations was founded in 1899, approximately 120 years ago by William
Morrision. The started this business in Bradfort, England who operated under the name of Wm
Morrison Limited. In 1967 they established themselves and became a public limited company
and listed themselves on London Stock Exchange.
People
Morrison is a retail company with more than 110,000 employees with a customer base of
11 million people. This organization operates under the guidance of two main key people of
Morrison organization are Andrew Higginson who is a British business executive and chairman
of the company, David Potts who is a British corporate executive and CEO of the organization.
Few important people associated with Morrison’s are:
 William Murdoch Morrison: The was the main founder of Morrison supermarket chain.
In 1952 his son Ken Morrison took over the company.
 Ken Morrison: Sir Kenneth Duncan also known as ken Morrison was the Life president
and Former Chairman of Morrison. He was the son of William Morrison, founder of the
company.
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 David Potts: David Tom Potts is a British corporate executive, CEO of Morrison (British
Supermarket chain).
 Andrew Higginson: Andrew Thomas Higginson is a british business executive and
chairman of Wm Morrison Plc.
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Figure 1 Ken Morrison
Figure 3 Andrew Higginson
Figure 2 David Potts

Mission, vision and Objectives
Vision statement helps in defining organization's wish to become or the position where
they seek to go. Mission statement is also known as corporate purpose statement. it helps in
defining the area in which business competes (Raible, Bennett and Bastedo, 2016). Mission
statement is mainly explained on the basis of overall purpose of an organization. Main vision
statement of Morrison is to become a food specialist for all of their customers. This vision
statement is supported by their strategic objectives and brand values. They define themselves as
food specialist because: know the source where it comes from, pack and make food products
within their factories. The main mission statement of Morrison is to provide their customers with
the best value of their money on their weekly shopping. Based on this mission they have recently
updated their slogan which says "Good food cost less". For this they try to follow vertical
integrated supply chain i.e. they try to bring food within their stores as soon as possible, in order
to increase choice and availability for the customers (Parness, 2017). They have defined their
brand value based on three things i.e. fresh, value and service. Morrison operates on five main
objectives that are: First is to make profit, second is to expand their business, third is to sell
product in cheap price to their customers, Fourth is to keep their customers coming back or in
other words develop loyalty within their customers and fifth is to try to produce cheap and
quality food for their customers. In order to fulfil their main mission and objectives they are
trying to expand their business through new channels and new space. Despite their best efforts
they are still the fourth largest supermarket chain in UK not the largest.
Products or services
There are various kinds of products that are sold by Morrison such as Food and drinks,
Clothings, Books, Magazines, CDs, DVDs etc. They also sell their own branded products for the
customers under the name of Iceland etc. They sell their products both online and offline. All the
products of Morrisons are available within their supermarkets and other stores as well and online
products are available on e-commerce websites such as amazon etc. They have also started
selling kinds wear products as well through both the mediums i.e. online and offline medium.
Organizational chart
Morrisons follow a traditional hierarchical structure with five main departments which
are legal department, Finance department, production department, technical department,
Marketing department, customer department and Human resource department. Organizational
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chart of Morrison is divided into three main layers and so on which has been described below.
There are eight members in the Board of directors in which two most important people are David
Potts (CEO), Andrew Higginson (Chairman of the Board).
Short History
Morrison is the third largest UK retailers that has been trading for more than 120 years.
They grew from 2 people company to 125, 000 employees company, opened more than 570
stores with turnover of £17,262 million (Stanton, 2018). Net revenue of Morrison is £17,262
million, Operating income of Morrison is £458 million, their net income is 311 million.
1899 – 1979: Morrison supermarket was founded by William Morrison in 1899. He started his
own business as a butter and an egg merchant in Rawson market, Bradford, England. He
operated this business under the name of Wm Morrison Limited. His son Ken Morrison took
over the company at the age of 21 in year 1952. In year, 1958 he opened a small shop in city
centre, which was the first self service store where all the products has a price tag on them and
had three checkouts. In 1961 they opened their first supermarket named Victoria. In 1961 they
listed themselves on London Stock Exchange and became a public limited company.
1980 – 2003: During 1980, Morrison opened more than 50 stores, but in 1990 they faced a
economic slow down (Wilshaw, 2018). In 1980, they opened a fresh food factory and on their
100 years century they opened their 100 stores.
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Figure 4 Organizational chart of Morrison

2004 – 2010: In 2004, Morrison acquired Safeway (British supermarket chain with 479 stores),
this acquisition allowed them to have large presence in Southern England. But soon this
acquisition ran into difficulties due to change in outgoing management part of Safeway. There
was a change in accounting system of Safeway six weeks before the transaction was completed.
As a result various kinds of profit warnings were issued by Morrison and there was a revision of
manual system. Store conversion program of Safeway to Morrison was one of the biggest
conversion in the history of Britain and within few weeks all the carrier bags of Safeway were
replaced by Morrison. Morrison began to develop their own branded products in Safeway stores.
In 2010 they announced that they would be opening small format stores called M local.
2011 – 2016: In 2013 they started to deal with online supermarket called Ocado and soon in
2014 they started doing home delivery as well.
Current Situation
Today Morrison is among the top four retailers present in United Kingdom with more
than 500 stores present in UK. In current date the overall market share of Morrisons is
approximately 10 percent. Since 2012 they have started selling their products and services on e
commerce websites such as Amazon etc. and with the help of this they entered into online
retailing market (Toms, 2015). To strengthen their online services they started a partnership with
Ocado. With the help of this partnership they were able to use their technological systems,
infrastructure distribution and finally launched their own online services. They even signed a
deal with Amazon to deliver their products through their prime service. Other than this they have
also bought a children's retailers named Kiddicare and started selling children's cloths online as
well as offline.
Currently Morrison is planning to close their only store in the centre of Bradford. Not
only this they are planning to close many supermarket stores due to which many jobs are at risk.
When David Potts took position of CEO of Morrison in 2015, he basically took over a struggling
business. This closing of many stores has resulted in cut off of 700 roles in head office. Their M
local stores are facing loss due to which, Company has force fully reduced their price of more
than 4,400 products by applying price crunch strategy. According to a survey of 2017 Morrison
is mainly benefited from easy comparison with last year as last year their performance was at
their lowest point. From the loss and closing of many stores, Morrison was doing extremely good
job in restoring their previous growth.
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From the above graph of 2014 to 17 it is clear that Morrison is making growth slowly,
slowly. In fact in 2017 they registered themselves as best performing grocer in London Stock
Exchange.
From a recent survey, it has been observed that Morrison is underperforming and is
having slower than expected sales within their stores. In fact from a recent update Ocado will no
longer be the exclusive digital partner of Morrison. Morrison said that there are various political
and economic factors due to which their sales is getting affected which is further affecting their
employees as well as customer's motivation. They even said that the competition will remain
competitive which will affect their business in many ways.
Research Background
The research introduces the significance of flexibility at workplace in terms of employee
satisfaction and motivation. It mainly diversifying the employee’s flexibility in terms of working
styles. In order to complete the motivation between employees at workplace effectively in the
global world. Companies should be designed the job so that it helps for people to reduce their
stress level. Motivational and satisfaction always increased the performance and its own
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Figure 5 Morrison Sales Growth (2014-17)
(Source: Morrison Sales Growth, 2019)

capabilities. It provides the direction to behaviour of employee so that they are leading functions
to influence other colleagues towards goals and objectives. The motivation of older employees
influences the young people at workplace.
In this research, it has been focused on the young generation, who will have a new ideas and
innovative capability which help for business growth and development. the older employee
having less productivity and less motivation at workplace so that it will reduce friendly
environment and increase low level work capabilities. Due to demographic changes in the
society, which arise different challenges in the management system at workplace. In this way, it
is necessary to motivate the employees at different stages. The percentage of older employee
than 40 year is increasing. As a result, it is changing the size and frequency of age diversity in
the organization. it also suggested that age diverse employee have a lot of experience and
background knowledge which increases innovation, creativity, problem solving and motivations
to other employees. These are essential for organization success to improve productivity and
profitability in global marketplace.
The research presents the importance of flexibility of employee in context of satisfaction and
motivations. Its primary goal is to identify the actual need between employee’s satisfaction at
workplace. In today’s world, Companies operates high competition environment at global world
and forced on the market to become remain competition. As per the situation, it is important to
manage the employee satisfaction and provide the better flexibility at workplace so that they are
completing their task within specific deadline. The organizational efficiency and effectiveness
are mainly depending on the employee satisfaction because it directly connected with the success
of business. on the other hand, satisfied and motivated employees always committed to towards
their work and have increased rate of productivity. These are common factors of employees in
terms of supervision, workload and stress balance in the work culture or environment.
The motivation employee describes that how they committed towards his job and
engaged. Job motivational can be considered as an extrinsic or intrinsic which motivates the
employee at workplace. The benefits of employee motivation go beyond just keep people happy
at workplace because the motivated people always focused towards their work to meet the goals
and objectives. In this way, they also obtain the recognition and award on the basis of their
performance. The increased quality of work and production may help the business to reduce its
price and also keep the employee satisfied or motivated with their jobs. The research emphasizes
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the significance of motivation and its relationship to the employee satisfaction. Human resource
management policies should be directed in different manner where they are aligned to the
business strategies and understand expectation of employees at workplace. The strategies must
be directed towards the attraction and retention but also needed to overcome the barriers of
demotivational or dissatisfactions such as lower morale, low performance etc. This make it
necessary to understand the factors of motivation that create job satisfaction among workers.
As per the level of competition environment in the organization that has to make plan
according to business situations. Nowadays, the company is highly concern about the preference
of customers so as to increased the return of enterprises. It also realised that the importance of
building internal capacity between employees. It also ensures that commitment of employee
towards business goals and objectives. Sometimes, it has been developed the issues faced by
company where firms are doing in best ways to understand the different factors which could
inspire, motivate the employee. It also considered the four different indicators that change the
working culture and environment such as increases training session, improve physical working
situations, improve structure, materials and equipment etc. it helps to improve the flexibility of
employee so that they must be satisfied with their job role and always being motivated.
It is also important for organization to maintain their composition of factors which
influence the employee satisfaction and motivation. Human resource has responsibilities to
update themselves with the current satisfaction and motivation level among workers at
workplace.
The research is mainly based on the Morrison’s which is one of largest retailer company in
UK. The organization was founded in 1899 by William Morrison and situated its header quarter
in London. There are large number of employees working in the organization, it always
maintained their employee satisfaction and motivation at workplace. The research study has
conducted to explore that how company manage their diversity at working culture or
environment. It also identified the consequences that present in the organization. Moreover, it
will determine the challenges, where employee faced problem related culture and background.
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CHAPTER 2- LITERATURE REVIEW
Overview
In literature review based on previous studies or articles, study of various existing
theories, viewpoints of different authors is acknowledged. It includes current knowledge,
substantive findings theories, methodologies that had been contributed on a particular topic. The
literature review of topic "Significance of flexibility at workplace in the context of employee
motivation and satisfaction" has been discussed using few themes such as flexibility at
workplace, Importance of flexibility at work place, Importance of organizational culture,
Employees motivation and satisfaction importance.
Importance of flexibility at work place
As per the view of Kossek and Thompson, (2016) Flexibility on job means ability and
willingness of an employee to respond to certain changes, adopt the working environment.
Flexibility of an employee at workplace is important for both the organization and the employee
because employees who approach their job with flexible mindset are more valuable employees of
an organization and are valued more as compared to others. In other words it can be said that
workplace flexibility helps in meeting needs of both the employer as well as the employee. This
flexibility should be beneficial for both employee and employer in order to obtain superior
outcomes. Workers who are ready to step outside their job description willingly, can accomplish
any task in a better manner. In order to bring flexibility within workplace it is important for
organization to provide a positive and healthy working environment and organizational culture.
It also helps the employees to take more responsibilities and do various kinds of tasks in a better
manner. This also helps the organization in increasing or improving employee's skills which
further helps them to accomplish all kinds of tasks or responsibilities provided to them. There are
no formal rules to bring flexibility within workplace but there is an approach which can help the
organization to bring or ensure flexibility within workplace. Yadav, Rangnekar and Bamel,
(2016) further explains that, Flexibility within workplace is brought in both the ways i.e.
Employees prefer to have flexible managers who can not only handle all the employees in a
better manner but can also manage their work in an easy and efficient manner. Flexible managers
help the team members to achieve certain goals easily. They also have capability to access and
full their employee's needs, requirements and address their feedbacks positively. Other than this
they can easily optimize and analyse individual performance as per their work and performance.
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