This report provides a detailed analysis of Morrison's business strategy, starting with a PESTLE and SWOT analysis to understand the macro-environmental factors and internal capabilities. It then evaluates the competitive environment using Porter’s Five Forces model, identifying Morrison's competitive advantages and potential strategies. The report further explores various strategic directions available to the organization, recommending appropriate growth platforms and strategies. It also discusses ways to monitor success and achieve overall strategic objectives, such as market development, product diversification, strategic partnerships, and acquisitions. The ultimate goal is to help Morrison's become the largest supermarket chain by leveraging online services, home delivery, and a wider competitive strategy. Desklib offers similar solved assignments and study resources for students.