This report provides an analysis of the external factors influencing Morrisons, a leading retail company in the UK, using the PEST (Political, Economic, Social, and Technological) framework and Porter's Five Forces model. The PEST analysis examines the impact of tax policies, inflation, population growth, and technological advancements on Morrisons' operations. Porter's Five Forces assesses the threat of new entrants, bargaining power of buyers and suppliers, the threat of substitutes, and the intensity of competitive rivalry. The report concludes that various external factors significantly affect Morrisons' growth, profitability, and overall success in the market, highlighting the importance of understanding and adapting to the external environment to maintain a competitive edge. This document is available on Desklib, a platform offering study tools for students.