Morrison Retail Chain Business Plan: Analysis and Strategies

This report provides a detailed analysis of Morrison's business plan, focusing on its strategies for future growth and competitive advantage within the retail sector. It includes an executive summary outlining the company's vision, aims, and objectives, alongside a comprehensive market analysis utilizing SWOT and PESTLE frameworks to understand the external environment. The plan emphasizes the use of digital technologies to enhance customer experience and achieve specific, measurable, attainable, relevant, and time-bound objectives. It covers target market segmentation, targeting, and positioning, as well as a competitor analysis using Porter's Five Forces. The report also discusses Morrison's organizational structure, management, product and service lines, marketing and sales strategies, and funding requests, providing a comprehensive overview of their approach to business development and market expansion.

BUSINESS PLAN

BUSINESS PLAN
The business plan will be discussing in detail various aspects of future growth
horizons in new functional growth targets metrics, where Morrison aims to be evolved on
new metrics of larger goal efficacy avenues and enhance its functional domains for longer
scale operational effective business targets. Therefore it is document that explained about
different steps that company is planning to take in near future in order to gain competitive
advantages. Such as:
Executive summary
This is business plan of Morrison which operates in retail sector to provide wide range of
products and services to customers in order to earn profit. It has contained information related
to vision, aim, objectives, market analysis, marketing strategies will be used by company to
attain its objectives. It has also describe about organisation, management, products and
services and sources of finance that company have make used in order to promote its business
operation in external environment.
Company description
Morrison is fourth largest supermarket chain in United Kingdom that has established its
business operation in 1899, 21 years ago with specific range of products and services to meet
expectancy of customers. It is public limited company that has 110000 employees that are
working in different stores so that enterprise can gain competitive advantages. Company has
tried to delivered best services to customers so that they are motivated to be part of firm
rather than other competitors in retail industry of United Kingdom (Friedrich, 2020 ).
Overview of business idea: Morrison further aims in business plan for gaining larger
developed working standards within digital platforms for connecting widely on new efficacy
scenarios innovatively among target consumers. Company have planned to invest its capital
in use of digital technologies so that people can be provided more personalised and
qualitative experienced.
VISION: Morrison aims to serve best retail services among consumers around world, with
best digital marketing and business efficacy at pace for largely grown efficacy aspects within
varied horizons among profitability targets and goodwill of consumers
AIM: Morrison with business plan implementation will be focusing further on bringing new
innovative strategic vision pertaining larger goals widely, productively form larger growth
in untapped market scenarios and new functional scenarios.

SMART Objectives
 Specific: Morisson specifically focuses on bringing new horizons of untapped market
competitive domains within larger informative goals efficacy with varied innovation
scenarios, diverse functional aspects and its new functional strength for keeping
growth goals developed within competitive retail industry paradigms. Measurable: Morisson objectives will be measurable by analysing new functional
goal efficacy operations strengths and informative goal diversity and also to develop
new competitive benchmarks which enhance paradigms of best functional growth. Attainable: Morisson aims to be innovative within targets by farming them in form of
attainable aspects, where digital marketing and business strengths will be framed on
for productive diversity functional avenues which keenly brings on more technical
growth operational role
 Relevance: The targets are relevant and focused on bringing new competitive
strengths within diverse global retail industry functional aspects, where digital
marketing and competitive diversity will be focused on for reaching untapped market
horizons
 Time target: The objectives will be attained in period of 6 months.
Market analysis
Market analysis will helps in understanding several changes or trends that are happening in
external environment that can effect growth and success of business operation in near future.
Therefore SWOT and Pestle models are used to understand or analysis existing situation in
market so that effective strategies can be formulate to influence target customers to be part of
firm for satisfaction of their respective wants. Such as (Ayodeji,. and Kumar, 2019).
Baines and et.al., 2017).
SWOT analysis:
 Strengths: Morrison is one of the best retail industry brand expanded among
various parts of word serving customers with best functional efficacy and new
innovative functional efficacy among varied paradigms. This has been analysed as
one of the biggest strength where company aims to head within global parameters,
also retail industry has been evolving on new determinants to be pertaining higher
scenarios among business efficacy.
 Weakness: Morrison weakness can be analysed within detail where the brand is
less operative within digital networks and platforms around world, where it can be

analysed as one of the most competitive aspects where industry is actively
heading.
 Opportunities: There is varied stronger vision formed based on opportunities
where it can be analysed that there is varied high opportunity shaping varied
aspects of larger new growth arenas, also there has been competitive growth
worked on where there are varied determinants. There is also commercial business
competency vividly taking informative shape where Morisson has large
opportunity to enter in untapped markets.
 Threats: The brand is also facing lack of strategic vision and functional
competitive scenarios among varied larger avenues where Morisson has to focus
on framing varied new paradigms of efficacy goals , determine new scenarios of
productive marketing and also determine varied horizons where consumers
preferences are also varied dynamic.
PEST:
Political factors: It can be stated that there are numerous changes in policies and procedure
of government so companies in order to grow and sustain business for longer time frame has
to abide to all regulation. Brexit has lead to unstable political situation thus manager of
Morrison is finding difficult in selecting specific course of action that can be fruitful for
organisation (Baines and et.al., 2017). While free trade policies introduce by government has
provided opportunity to company to expand its business operation across worldwide.
Economic factor: Brexit and covid-19 has lead economic slowdown across United Kingdom
thus people are less interested to make purchase of products and services that have high price.
Therefore, Morrison in order to retain its sales and profitability has tried to reduce its overall
cost so that maximum value can be offered to customers at minimum price possible.
Social factor: People taste and preferences changes continuously with change in external
factors like recent trends, availability of alternative options in external environment.
Morrison has continuously added new products in its portfolio like recently it has added
organic food range in order to make customers happy and satisfied (Tong, Luo and Xu,
2020). Thus, company by adapting as per social changes is able to retain its positioning and
earn maximum profit margin.
Technological factor: There are numerous development and changes in technology, at the
same time customers are forcing company to adapt to new technology so that they can be
provide better services. Morrison in its business plan has decided to make use of digital
technology in order to provide more personalised experienced to end customers.

Target market
In order to decide target market of Morrison marketing manager have make use of
segmentation, targeting and positioning strategies that helps in yielding maximum
benefits. Manager by effectively classifying customers on basis of different criteria is able
to successfully implement that plan and helps company in achieving the end goals.
STP:
 Segmenting: Morrison will further focus on segmenting its target audience by
segmenting its audiences based on preferences, new functional innovation
aspects and also evocative aspects of larger creative domains of varied new
explorative goals.
 Targeting: Morrison further aims to target its audiences based on best strategic
vision and new vision growth efficacy among working horizon for creative
diversity pertaining varied larger profits target at frame and also technically
evolving on new aspects of business competitive horizons.
 Positioning: Moririson aims to position its targets further within varied efficacy
goals by keeping active divergence at targets, for competitive excellence and
determining horizons of new quest operations taking functional step which
leverages higher business goal scope (Verma, N., Malhotra and Singh, 2020).
Competitors analysis
Porter five force analysis: The external business environment holds varied focus on
bringing larger new informative goals widely, also competently focus on keenly
developing larger efficacy within targets which gives boost to business competitive
domains
(Threat of entrants within industry (Medium): It can be also analysed that Morrion faces
threats of entrants within industry as a medium threat and to competitively grow there is
wider pace on digital marketing avenues where there are varied growth efficacy analysed
within creative goals widely. It can be also analysed that threats of entrants for Morrison has
been highly growing as there are new brands also coming on but also consumers have strong
belief and goodwill for best standards where there is positive factor for Morrison (Pantan
and Vannucci, 2019).
 Threat of substitutes: Morrison has low threat of substitutes for it services where
hospitality standards of Morrison are widely high and also informatively strong on

new horizons. There has been varied growth coming on within quality factors
where aim of hotel is to be specific and largely active for gaining stronger
expertise, and also pertaining vision centred growth.
 Competitive rivalry: There is high competitive rivalry coming on within
hospitality industry within business horizons where there are new brands and
competitive goals developing new pace among commercial horizons, to develop
new paradigms to be active on larger goals widely.
 Threat of buyer’s power: The threat of buyers is limited where Morison quality of
services is best due to which consumers are ready to serve best standards within
working horizons and also for technical growth goals which evolve on new
metrics widely.
 Threat of suppliers power: There are no suppliers for Morrison which has made it
one of the varied new evocative brand emerging higher pace among commercial
horizons and to actively also enhance new functional avenues for innovative
standards.
Therefore it can be stated that competition level in which Morrison operates is
high but company through make changes in its strategies is able to enhance its
overall profitability and sales volume (Santoro,Fiano, and Ciampi, 2019).
Organisation and management
Morrison has effective management system that helps in making best use or optimum
utilisation of products and services and delivery of best services to end customers. Manager
has clearly defined task, roles and responsibilities that need to be completed by specific
individuals so that no chance of confusion and contradiction can be exit between employees
(Shchepakin and et.al., 2018). Morrison manager through continuous supervision and
monitoring is able to motivate employees to give their best so that enterprise can easily
achieve its end goals.
Services or products line
Company deals in varieties of products and services like clothes, magazines, food and drinks
etc that helps in attracting younger generation to purchase products in order to satisfy their
respective need. Morrison has tried to diversify its products portfolio so that customers have
more alternative options to select among for fulfilment of their requirements. Organic food
products range will helps in Morrison in increasing number of customers as recently most of
the people are highly concerned about their health and safety.

Marketing and sales
Marketing is a department of Morrison that is responsible for promoting products and
services to wide range of customers so that company can enjoy huge profit margin. Company
in order to expand its business operation has planned to make maximum use of digital
technologies or social media platform. Such as Facebook, twitter and instragram to create
awareness among large number of individuals in limited time frame and cost. Marketing
manager has post images on official website of company about its different products and
services, price and previous review of people so that customers can easily take decision to
buy specific products or not (Alghizzawi, 2019). Morrison has also decide to make use of
email and content marketing to provide personalised experienced to customers so that they
are motivated to be retained in the firm for many years. Thus, all such marketing strategies
will helps company is enhancing it sales volume and market share in retail sector.
Funding request
Fund is required by each and every enterprise to promote several task and functions or meet
several expenses that are incurred in order to deliver services to customers. Morrison in order
to promote or implement its new business idea has planned to take either bank loan or capital
form stakeholders so that desired objectives can be achieved. Manager has effective conduct
market survey and analysis to find best source of raising fund and invested in best
alternatives so that maximum return can be enjoyed by enterprise.
Financial projection
Budget (expense ) Amount
Marketing expense 1500
Wages and salary to employees 2000
Stationary cost 500
Rent to building 1500
Investment in digital technology 3000
Research and development 1500
Total 10000
REFRENCES
Books and journals

Ayodeji, O. G. and Kumar, V., 2019. Social media analytics: a tool for the success of online
retail industry. International Journal of Services Operations and Informatics, 10(1),
pp.79-95.
Baines, P and et.al., 2017. Fundamentals of marketing. Oxford University Press.
Friedrich, D., 2020. How regulatory measures towards biobased packaging influence the
strategic behaviour of the retail industry: A microempirical study. Journal of Cleaner
Production, p.121128.
Pantano, E. and Vannucci, V., 2019. Who is innovating? An exploratory research of digital
technologies diffusion in retail industry. Journal of Retailing and Consumer
Services, 49, pp.297-304.
Santoro, G., Fiano, F., Bertoldi, B. and Ciampi, F., 2019. Big data for business management
in the retail industry. Management Decision.
Tong, S., Luo, X. and Xu, B., 2020. Personalized mobile marketing strategies. Journal of the
Academy of Marketing Science, 48(1). pp.64-78.
Verma, N., Malhotra, D. and Singh, J., 2020. Big data analytics for retail industry using
MapReduce-Apriori framework. Journal of Management Analytics, pp.1-19.
Alghizzawi, M., 2019. The role of digital marketing in consumer behavior: A survey. Int. J.
Inf. Technol. Lang. Stud, 3(1). pp.24-31.