Business Consulting: BM561 Research Report on Morrison's Company

This research report, prepared for the BM561 Business Consulting module, examines Morrison's, a major UK supermarket chain. It begins by clarifying Morrison's challenges, including sales issues during the COVID-19 pandemic, lack of online presence, and the need for enhanced customer satisfaction. The report then analyzes key areas of importance, such as the company's target audience and its competitors like Tesco and Sainsbury's. The analysis employs the STP approach to segmentation, targeting, and positioning. The report identifies the top three issues faced by Morrison's: lack of employee training and development, inconsistency in customer satisfaction, and limited online presence. It then presents a detailed SWOT analysis, evaluating the company's strengths, weaknesses, opportunities, and threats, followed by a PEST analysis, examining the political, economic, social, and technological factors influencing Morrison's. The report concludes by summarizing key findings and emphasizing the need for strategic adaptations to address the identified challenges.

Research Report

Contents
INTRODUCTION...........................................................................................................................4
TASK...............................................................................................................................................4
Clarify the company and their problem faced.............................................................................4
Analyse and present areas of importance to the company...........................................................4
Top three issues of company.......................................................................................................5
SWOT analysis of Morrison Company.......................................................................................5
PEST analysis of Morrison’s.......................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Business is started for earning profits and revenues. But for staring any of the business or
making any innovation in the product and services, company has to analyse the internal and
external environment of the business so that they could deals with those problems and issues
(Amaxopoulou, 2021). In this report the organisation taken is Morrison’s. For this given report, it
includes the problem company is facing an issue which are coming in organisation for long time
and in the near future also. This also focuses on analysing external environment of the market
which can affects company performance and their functions.
TASK
Clarify the company and their problem faced
The organisation which is taken in this given report is Morrison. As it is the largest
supermarket chain of UK. It was funded in the year 1899 by William Morrison. Company is
dealing in the products like Food and drink, clothing and magazines and books etc. Morrison’s is
having strong marketing plan for their future to enhance customers for long run. And this helps
them in increasing of their products and services. But at the same time, company is facing
problem of sales at the time of Covid-19. They are having lack of online presence at some of the
stores. They are facing problem of selling their products in Covid-19. So, for developing his they
have to work on various marketing strategies and innovation of online presence to enhance
customer towards their brand.
Analyse and present areas of importance to the company
Company is having target audience who are mostly carvings for food and drinks. There are
various competitors of company such as Tesco, Waitrose and Sainsbury etc. they all are
developing at the time of pandemic. For breaking down the problem, company is conducting
external analysis through various models. These are discussed below:
STP approach
Segmentation: Segmentation of the company is first approach used by company to segment their
audience (Carson, 2021). They are segmenting for those people who are looking for price and
freshness in food and drinks.
Targeting: They are targeting people who are households and ready to buy their products and
services.

Positioning: company is positing itself by having food offering with broad appeal from Aldi to
Waitrose.
Top three issues of company
The top three issues that is being faced by company is lack of training and development to the
company staff members, lack of online presence and lack of consistency in customer satisfaction.
 Lack of training and development: as this is one of the most importance issue faced by
company at the time of Covid-19 pandemic (Dao, and Theotokis, 2021). As due to this
lockdown company does not able to trained their staff members in effecting manner.
 Lack of consistency in customer satisfaction: there is a lack of consistency because
company sometimes could not fulfil customer demands and needs so this resulting getting
less customer satisfied by the products and services provided by company.
 Lack of online presence: As in some of the stores company is facing lack of online
presence of their products and services (Dao, 2021). This is being faced by company at
the time of Covid-19 pandemic. Because at that time, company is facing these issues in
selling their products at some of the stores and this being’s loss in their sales.
SWOT analysis of Morrison Company
It is essential for Morrison’s to perform SWOT analysis in order to achieve different targets
related to business in a precise manner (Design, 2021). The business of company relies on
different factors and aspects which are related to external and internal environment. The SWOT
analysis of Morrison’s is mentioned below:
 Strengths- In the competitive business scenario it is compulsory for a company to have
specific strengths which become major power of company. The human resource and
marketing management of Morrison’s company are professional enough to handle major
operations which are related to business development.
 Weaknesses- There is different weaknesses available in every business which makes a
business incompetent at the marketplace. It is ethical responsibility of a company to
develop a precise strategy in order to overcome different weaknesses at the marketplace.
Financial management of Morrison’s Company is considered as a major weakness by top
level management which play a major role in maintaining different financial transactions.
 Opportunities- Morrison’s perform different operations related to business in a precise
manner that is why it has many opportunities available. The main opportunity available to

a business at the marketplace is to expand its operations in a crucial way (Di Martino,
2021). Morrison’s can take help of professional strategic management in order to
formulate effective expansion strategy at the marketplace.
 Threats- Threats are available in business market in bulk as they are essential element of
business environment. The threats are considered as major drawback for a business which
directly impact on business efficiency and revenue. In the era of stiff competition
between different companies it is essential for a business to eliminate different threats in
order to gain competitive advantage at the marketplace. Morrison’s eliminates different
threats which are available at the marketplace with the help of precise leadership
techniques.
PEST analysis of Morrison’s
In order to analyse complete external environment in a precise manner it is essential to
perform PEST analysis. The PEST analysis is helpful in development of different activities and
functions which provide a business competitive edge. The PEST analysis of Morrison’s is
following:
 Political factors: The political factors are considered as one of the major factors which
are helpful in development of a business. The rules and regulations which are formulated
by concerned government are very much important for a business. For Morrison’s
company there are different rules and regulations which are prepared by central
government that directly causes impact on its operations. It is essential for Morrison’s to
effectively look and conclude different political factors in order to attract large number of
customers from the marketplace. The government has introduced several changes in
political policy after the Covid-19 Pandemic. In the era of stiff competition between
several companies government is trying level best to overcome pandemic situation.
Morrison’s is also taking assistance of professional strategic management in order to
achieve organisational goals and objectives.
 Economic factors: A business must consider all the necessary and crucial environment
factors in order to achieve market objectives (Kerzel, 2021). The national income and
gross domestic product of a company are major economic factors that impact on the
operations of Morrison’s. The monetary policy which is formulated by government of
UK also impact on different functions and activities of a business. In the era of stiff

competition between different companies it is important for a business to evaluate
different economic factors. It is the duty of a business to evaluate different economic
factors in a precise manner for gaining competency edge.
 Social factors: Social factors also play a crucial role in development and major functions
of the business. The social factors include standard of living of different people in the
society to achieve different goals and objectives (Khan, 2021). Culture is also a precise
element of social factors which impact on performance and development of business.
Due to Covid-19 pandemic people of society are unable to create utmost interest in a
business which is a major drawback. A business must evaluate all the necessary
perceptions and activities which are essential in determination of social factors.
 Technological factors: In the era of information and technology there are several
technological factors which are present in a business. Morrison’s should precisely
consider all the major factors which are essential for business development. The
technological factors like computer systems, software and internet impact on
performance of a business. It is essential for Morrison’s to evaluate and use major
economic factors at the marketplace in order to achieve different organisational goals and
objectives (Lungeli, 2021). The successful business organisations in global business
environment are involved in performing different strategies to implement technology due
to Covid-19 effect.

CONCLUSION
It can be concluded from above that Morrison’s is facing problems of selling products at the
time of Covid-19 pandemic and they are facing many of the issues at time of pandemic. They
have also done external analysis in order to identify various factors and how they can compete
with their competitors. by this hey could more focus on these issues and this results in
overcoming from these issues and gaining sales.

REFERENCES
Books and Journals
Amaxopoulou, M., Durovic, M. and Lech, F., 2021. Regulation of Uber in the UK. In Global
Perspectives on Legal Challenges Posed by Ridesharing Companies (pp. 101-135).
Springer, Singapore.
Carson, J., 2021. Re-thinking a Bachelor of Arts for the 21st-Century precariat. Studies in Higher
Education, pp.1-11.
Dao, H.M. and Theotokis, A., 2021. Self-Service Technology Recovery: The Effect of Recovery
Initiation and Locus of Responsibility. Journal of Interactive Marketing, 54, pp.25-39.
Design, I., 2021. Interior Designs: Re-introducing Morrison/Translation as Black Literary
Passaging—Beyond the Ordinary Visible.
Di Martino, L., 2021. Fear and empathy in international relations: Diplomacy, cyber engagement
and Australian foreign policy. Place Branding and Public Diplomacy, pp.1-11.
Kerzel, U., 2021. Enterprise AI Canvas Integrating Artificial Intelligence into Business. Applied
Artificial Intelligence, 35(1), pp.1-12.
Khan, M.Y., 2021. Teaching Grammar through Literature to EFL Learners: A Corpus
Approach. Journal of English Language, Literature and Education, 2(03), pp.19-52.
Lungeli, D., 2021. Super-Cripple Sights: Disable Heroes in Raymond Carver's Cathedral and
Sophocles' Oedipus Rex. SCHOLARS: Journal of Arts & Humanities, 3(1), pp.103-112.