Morrison's Business Operations and Management: Assessment Report

This report provides a detailed analysis of Morrison's business operations and management strategies. It begins with an introduction to business operations, defining key functions such as accounting, finance, production, marketing, sales, and management, and explaining their importance within the company. The report then offers a brief description of Morrison, highlighting its history, market share, and operational scope. The core of the report evaluates Morrison's operational management decisions across several areas, including production, supply chain, logistics, location strategies, quality control, and human resources. The evaluation considers how these decisions impact the company's ability to meet customer needs, maintain competitive advantages, and ensure efficient operations. The report concludes by summarizing the key findings and emphasizing the interconnectedness of various business operations within Morrison, highlighting the importance of strategic decision-making for overall success in the retail sector. This report underscores the comprehensive approach to business management and operations that Morrison employs to achieve its goals.

Introduction to Business Operations and
Management- Semester- 1 – Assessment 1
1

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Brief description of company......................................................................................................5
Evaluation of company operation management decision............................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8
2

INTRODUCTION
Business operation can be referred to activities or steps that are undertaken by enterprise
in order to manufacture products and services and delivery to end users so that it can enjoy huge
profit margin and market share. Effective operation of several functions or activities of
organisation helps in delivering maximum value to end customers. Employees of organisation
are responsible for performing several task and activities so that end goals can be achieved in
best possible manner. This report is about Morrison that is fourth largest supermarket chain
operating in United Kingdom with numerous range of products to meet its goals. This report
explained about main function of business operation, brief description of company and
evaluation several operations.
Definition and function of business operation
Business operation is key actions or steps that are taken by enterprise to promote smooth
operation of business in competitive environment. Thus it includes system, procedure, people,
process and equipment that are used to perform different operation or function so that specific
objectives can be attained in minimum cost and time frame. It can be stated that business
operation vary from industry to industry, size and scope of organisation like Morrison is large
organisation with number of employees working together for achievement of common goals.
Therefore in short business operation can be termed as activities, procedure and steps that are
taken by company in order to enjoy huge profitability. There are several operation need to be
performed by Morrison starting from setting objectives, to communication about goals and task
that need to be performed by each departments. Organising or collecting resources and
distributing to end users, taking feedback from employees, customers and taking decision are
various operation that are performed by enterprise in order to earn profitability. There are
different or six key functions of business operation within Morrison that can be stated as follows:
1. Accounting: It is first and foremost business operation in which company maintained
information related to cost or expense that company have made during particular
accounting periods. In Morrison accounting operation is to summarised and measure
financial information and statistics in order to communicate with interest stakeholders. Its
function is to stores and retained financial information to business that is balance sheet,
income and loss statement for various uses (Limani, Hajrizi and Stapleton, 2019).
3

Therefore, accounting operation is performed in order to helps management and senior
executive to take correct decision for growth and development of firm.
2. Finance: It is another function or operation in which finance manager plan actual
resources or budget that company will require in near future to effective implement
particular strategies. Finance manager of Morrison also evaluates various sources from
which finance can be raised and optimum utilisation so that best outcome or return can be
enjoyed by firm. Therefore, it include several operation related to budget formulation,
raising sufficient capital required for expansion and operation of business and tax
compliance.
3. Production and operations: Company has to make use of its resources in order to
deliver goods and services to end users. It is one of main function or operation of
Morrison as in it raw material is converted into finished good so that requirements of
customers can be fulfilled. Employees of company through making best or optimum
utilisation of resources have contributed organisation in gaining competitive advantages.
Therefore key function of production business operation in Morrison is to ensure that
products or services are delivery to customers as per their needs and requirements
(Willcocks, Lacity and Craig, 2017). Morrison production manager also take feedback
from users in order to make necessary changes or improvement in products with an
motivate to create strong brand image in mind and heart of people that are living in
society.
4. Marketing: Company in order to attract maximum number of individuals within
organisation needs to operate function related to marketing. In another words, marketing
is business operation that helps in promoting brand image and products and services of
company such as Morrison to maximum number of individuals. Effective marketing
strategies help in inducing individual to prefer specific organisation as compared to other
for satisfaction of their respective needs. Therefore, there are various task that are
performed by marketing like preparation of marketing plan, setting objectives, planning
strategies to maintain strong public relationship.
5. Sales: It is also business operation of Morrison in which marketing manager identified
potential customers or target market that are interested in products and services for
satisfaction of their respective needs. Thereby finding relative strategies or key action
4

that can be fruitful in motivating customers to become part of organisation. Therefore,
sales business operation of Morrison helps in enhancing overall sales volume and
profitability of organisation. It also include follow up function in which company in order
to retained loyal customers have make strong relationship with customers thus have
understand their relative problems and find key solutions.
6. Management: It is an business operation of Morrison in which manager ensure that all
resources are effectively or optimum utilised so that perceived value can be delivered to
existing and new customers. It performs several functions starting from planning,
organising resources to controlling so that best outcome can be gained by firm in
minimum input as possible (Bruno, 2019). Manager of Morrison through use of different
motivational tools and techniques influence employees to give their best so that company
can gain maximum market share.
So, above mentioned are all main or key function or operation of business that helps in
achieving end goals of organisation.
Brief description of company
Morrison is public limited company that has initially started its operation in 1899, 121
years ago with limited products and services to fulfil customer’s requirements. Company have
498 stores across worldwide with 110000 employees that are working hard so that enterprise can
expand its business operation. As per statistical data, Morrison has served more than 11 million
customers each week and it has 10.14% of market share in August 2017. Enterprise has emphasis
on providing qualitative products and services to customers to earn maximum profitability and
market share in retail sector of United Kingdom.
Evaluation of company operation management decision
Company operation management decision of Morrison can be evaluated on basis of
production, supply chain, logistic, location strategies, quality control and HR. Management and
top executive of firm are responsible for taking all crucial decision that can helps enterprise in
attaining its end goals. Manager after conducting market survey decide appropriate action or
strategies that can be useful for organisation to promote its operation across worldwide.
Therefore, evaluation of the company operation management decision is as follows:
5

Production: It is department that perform several operation related to converting raw material
into finished products so that needs of customers can be fulfilled. Operation management of
Morrison take all important decision regarding what to produce, in which quantity and quality so
that company can earn profitability. It also responsible for understanding recent taste and
preferences of people in order to take correct decision about new products or services that
company needs to add to sustain business for longer time frame (Schell, 2020). It can also be
evaluated that operational management also take decision related to designing or packaging of
products, where they need to be served and to types of customers.
Supply chain: It refers to network or relationship of company with its suppliers that offer raw
material so that final products can be manufactured and delivered to customers. Operational
management of Morrison have taken all decision related to maintaining strong and effective
relationship with number of suppliers so that products can be delivered to people in limited time
frame and cost. It has also decided to find more and more suppliers of qualitative products at
cheaper rates so that maximum value can be offered to customers at minimum price possible
(Carter, Kosmol and Kaufmann, 2017). So, operation management by taking all decision related
to supply chain management and distribution channel have meet customers expectancy.
Logistics: The operation management has a great impact over the decision making of
Morrison relating to the logistics. The logistics is defined as the movement of the equipment
and raw material and the finished goods from one place to another. For Morrison to have an
effective operation management the most important thing is the use of appropriate logistics
and to take decision which is appropriate. This is essential because of the raw material will
not be provided on time then this will affect the whole of the process of operation
management. This is particularly because of the fact that when the company will not be
having raw material on time then this will affect the time to product the goods and provide it
to the consumers. Hence, this will increase the time of the production of goods and providing
it to the final consumer for the production. Thus, for operation of Morrison to be effective
and good the most important thing is to take proper management decision relating to logistics
of company.
Quality and human resources: Another operation department of Morrison is quality and human
resources that are responsible for ensuring quality of products and services that are manufactured
in the enterprise. Operational manager through continuous supervision and monitoring is able to
6

identified key areas in which company lack thus able to plan appropriate course of action that
can be suitable for growth of enterprise. Human resources manager of Morrison is responsible
for hiring right individuals at right place so that task can be complete in the best possible manner.
It also ensures that employees are motivated and satisfied to work for growth of firm thus it
contribute in retaining highly talented, skilled and qualified within firm for longer time frame.
Human resource department of Morrison has while taking any decision have to considered legal
laws, viewpoints of employees so that they can be motivated to give their best for success of
organisation. Both managers of quality and human resources have make use of information
technology to gathered facts, figure and data in order to take correct decision that can be fruitful
for organisation. Therefore, it can be understood that human and quality is also operation of
Morrison whose decision has also been affected by several factors so all that are considered by
manager while completing its task (Truong, Dang-Pham, and Nkhoma, 2020).
Location strategies: It can be analysed that location strategies within hospitality industry has
been developed as widely integral role for gaining larger informative growth among consumers
market target reach, higher revenue targets and for keeping efficacy developed. It can be also
analysed that Morrison within competitive domains of business horizons play larger developed
role for gaining informative analysis developed, for strategic vision and also productively
bringing on new efficacy aspects at frame. There are various new horizons which enable us to
analyse location strategies reach among consumers market Morrison has been active for
bringing on new functional diversity for operational metrics where digital platforms also enable
business to be competent and evocative actively.
The above discussed factors enable us to analyse that Morison has been competitively
exploring new factors of functional scale efficacy productively, for raising competent functional
scale growth goals, where innovative work synergy has been identified as new emerging
scenarios. It can be analysed that Morisson managements operations has been factoring effective
fundamental scale growth synergy on which commercial growth is wide. There is larger scale
efficacy and new emerging consumers goodwill domains which are explored, and also to avail
new determinants which create larger goals for Morisson in longer run.
CONCLUSION
This part of report, case study has concluded in detail various informative business
operations of Morrison where there are detailed explanation developed on finance, human
7

resources, marketing and various other operations which play large integral role at Morrison for
developing wider functional targets. The study has further concluded importance of functional
operations where Morrison aims to be dominant and dynamic innovative within commercial
targets and also detailed analysis of supply chain, logistics, strategies and quality control metrics
which enhances goodwill and revenue targets on varied new efficacy aspects. The report has
concluded in detail various metrics of functional growth scenarios for larger vision developed
among new aspects of retail industry standards which is developed by enhanced corporate
targets.
8

9

REFERENCES
Books and journals
Alvarez-Milán, A and et.al., 2018. Strategic customer engagement marketing: A decision making
framework. Journal of Business Research, 92. pp.61-70.
Bruno, G., 2019. Viewpoints on Business Process Models. In Advanced Methodologies and
Technologies in Business Operations and Management (pp. 405-416). IGI Global.
Carter, C. R., Kosmol, T. and Kaufmann, L., 2017. Toward a supply chain practice view. Journal
of Supply Chain Management, 53(1). pp.114-122.
Limani, Y., Hajrizi, E. and Stapleton, L., 2019. The Impact of Industry 4.0 on Advanced
Operations Management.
Podsakoff, P.M. and Podsakoff, N.P., 2019. Experimental designs in management and leadership
research: Strengths, limitations, and recommendations for improving
publishability. The Leadership Quarterly. 30(1), pp.11-33.
Schell, J. M., 2020. Private equity funds: Business structure and operations. Law Journal Press.
Shchepakin, M. B and et.al., 2018. Marketing tools of innovation development
management. Espacios, 39(31). pp.9-9.
Truong, N., Dang-Pham, D.. and Nkhoma, M., 2020. Exploring the Impact of Innovativeness of
Hospitality Service Operation on Customer Satisfaction. Operations and Supply
Chain Management: An International Journal. 13(3). pp.307-319.
Willcocks, L., Lacity, M. and Craig, A., 2017. Robotic process automation: strategic
transformation lever for global business services?. Journal of Information
Technology Teaching Cases, 7(1). pp.17-28.
10