Strategic Consultancy Report: Morrison's Strategies Analysis Report

This strategic consultancy report provides a comprehensive analysis of Morrison's, a major UK supermarket chain. It begins with an introduction to entrepreneurial strategy and then critically evaluates a range of entrepreneurial and intrapreneurial strategies, including the McKinsey 7's model and the BCG matrix. The report analyzes Morrison's strategic situation using SWOT and PESTLE analyses, identifying strengths, weaknesses, opportunities, and threats. Furthermore, it examines political, economic, social, technological, legal, and environmental factors impacting the company. Based on the situational analysis, the report explores strategic options using the Ansoff matrix, focusing on market penetration, product development, and diversification. Finally, the report provides recommendations for strategy implementation and problem-solving approaches, offering valuable insights into Morrison's strategic direction and future growth opportunities.

Strategic Consultancy
Report

Table of Contents
Table of Contents.............................................................................................................................1
INTRODUCTION...........................................................................................................................2
MAIN BODY...................................................................................................................................2
Critical evaluate a range of entrepreneurial and intrapreneurial strategies............................2
Analysing an organisation's strategic situation; it is entrepreneurial capability and position.4
Developing and implementing strategy according to above situational analysis...................6
Presenting own judgement and opinions and evaluation of alternative approaches to problem
solving in a professional standard report................................................................................7
CONCLUSION................................................................................................................................8
REFRENCES...................................................................................................................................9
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INTRODUCTION
Entrepreneurial strategy is a process of developing new strategies and approaches for a
particular organisation in a constrained and competitive business environment (João and
McLauchlan, 2019). These strategies are developed according to the market condition and the
internal conditions of the entity along with the objectives which it focusing to achieve. The
report is based on Morrison, which is a fourth largest supermarket chain in the united kingdoms
founded in 1899 and headquartered in England UK. The report covers critical evaluation of
entrepreneurial and intrapreneurial strategies along with a situation analysis of Morrison. More
over according to the situation analysis different strategies are developed and implemented.
Furthermore appropriate recommendations are also provided according to the alternative
approaches of problem solving.
MAIN BODY
Critical evaluate a range of entrepreneurial and intrapreneurial strategies.
Entrepreneurial strategy
There are several different entrepreneurial strategies and action plans which are
adopted by organisations as well in order to complete a specific project for to fulfil a specific
objective these strategies are constructed according to the external and internal business
environment. Entrepreneurial strategy used for Morrison’s is McKinsey 7’s model folding seven
elements which are divided into hard and soft factors.
The hard factors are strategy structure and system which are easy to identify and manage by the
company in accordance with the soft elements. The internal areas are basically foundation of
organisation which are known as a soft elements. All the seven elements are elaborated
underneath:
 Strategy refers to the plans and strategies developed by Morrison in order to achieve a
particular objective and a sustained competitive advantage buy successfully completing
in the market (Lopa, 2019).
 Structure refers to the ways Morrison make business decisions and the general structure
of the organization. The structure also represents the organized manner of Morrison's
along with the flow of information.
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 System are the processes different procedures undertaken by Morrison that are used in
day to day functioning of company along with its decision making.
 Style is the first soft element which states the way Morrison is managed by the top level
managers along with their communication with the employees and the actions take
according to the interactions between individuals.
 Staff is the internal workforce and employees who are working in the organization and
who will be responsible and are responsible for executive all the plans and strategies of
Morrison into the real scenarios and in the real competitive business environment.
 Skills are also an element that represents the employees ability and their performance
level accordingly. Skills include the capabilities and competencies hold by the workforce
of Morrison (Network, 2018). At the time of any change this is the most important area
which is looked over because the required skills and needed to evolve according to the
change for implementing new strategies and new structure.
 Shared value is the last element and are considered at the core of McKensey's 7s model.
The shared values are the norms and standards which are developed by the top level
management of Morrison and that guides direct the employees their behaviors and their
actions. These are the foundation of every business organization as well as for Morrison
too.
Intrapreneurial strategy
For Morrison’s BCG matrix is used as intrapreneurial strategy. BCG matrix is known as
Boston consulting Group product portfolio matrix which was declined and developed to help the
company with long-term strategic plans in relation with their products and to help them in
considering all the growth opportunities by reviewing its product portfolio for deciding the
investment structure, development of product for discontinuation of a product. Another name of
BCG matrix is growth/share matrix. A BCG Matrix has four quadrants which are been analysed
on the basis of the market growth and their relative market share.
 Stars are those products and services of Morrison which has high market share and high
market growth as well. Investing in such product life cycles will be bringing better
opportunity to the organization along with better profitability.
 Cash Cows are those products market growth is low but there market share is high. In
such products Morrison I have already invested a lot of money and now it’s the time for
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the company to gain advantage of those investments rather than making more investment
in it.
 Dogs are those products whose market share and market growth are low. In such type of
products Morrison’s should not invest anymore money as the business falls in such area
with these products and profits are not earned.
 Question mark are those business products and services of Morrison’s market growth is
there market share is low. With such products the organization have to make an
appropriate decision because if better business opportunities and high investments are
made these areas can move to stars but there is a possibility that they becomes a dog for
Morrison’s and company ultimately has to discontinue the product.
Analysing an organisation's strategic situation; it is entrepreneurial capability and position.
SWOT Analysis
Strengths: Elevated level of consumer loyalty where Morrison’s with its committed client
relationship the executive’s office has ready to accomplish a significant level of consumer
loyalty among present clients and great brand value among the potential clients. On the other
hand, Solid seller network has also help Morrison’s in different ways and also it can be
considered as an effective strength of the company (Gottlieb and et. al., 2019). It has constructed
a culture among merchant and vendors where the vendors advance organization's items as well as
put resources into preparing the business group to disclose to the client how he/she can separate
the greatest advantages out of the items. Profoundly gifted workforce through effective training
sessions.
Weaknesses: One of the major weaknesses that came in front of this company is high turnover
ratio of staff members per year. Basically, if it is contrast with different associations in the
business Morrison’s has a higher weakening rate and need to spend significantly more contrast
with its rivals on preparing and improvement of its representatives. Not generally excellent at
item request gauging prompting higher pace of botched chances contrast with its rivals. One of
the motivations behind why the stock is high contrast with its rivals is that Morrison’s isn't
generally excellent at request estimating in this way wind up keeping higher stock both in-house
and in channel.
Opportunities: Over the previous hardly any years the organization has put tremendous total of
cash into the online stage. This venture has opened new deals channel for Morrison’s. In the
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following not many years the organization can use this open door by realizing its client better
and serving their requirements utilizing enormous information investigation. Therefore, this can
be considered as one of the crucial opportunities that can be carried by Morrison’s in order to
expand its business at international level in much effective and efficient manner (Naumanen,
2019).
Threats: For Morrison’s one of the major threat is expanding pattern toward neutrality in the
American economy can prompt comparative response from other government hence contrarily
affecting the universal deals. Innovative technologies specifically created by the contender or
market disruptor could be a genuine danger to the business in medium to long haul future.
Pestle Analysis
Political Factors: Brexit is considered as one crucial political factor that has impacted
negatively upon overall performance level of Morrison’s. Basically, United Kingdom has
become an open market and this has resulted ample number of opportunities for foreign
organisations to expand their business. Resulted into negative impact on productivity and
profitability of Morrison’s.
Economic Factors: Due to Novel Corona Virus, the whole world is facing financial crisis and it
has also impacted negatively on profit margins of Morrison’s. Because, customers are afraid of
purchasing products or even utilising the services offered by this or any other organisation. Also,
lockdown has also impacted upon performance level of Morrison’s because company has been
able to offer customers with essential products only (Majumder, 2018).
Social Factors: Morrison’s has been a crucial deliverable company when it comes to the society
but due to some of the corporate social responsibilities which turned into unfavourable
conditions has resulted negative image in front of the customers.
Technological Factors: Technology is considered as one of the factor which carries dynamic
nature and it results into updating in every single few months. Therefore, it is much needed for
Morrison’s to keep on adopting new technology while delivering products and services to the
customers as this will help company in sustaining within the market for a longer period of time.
Legal Factors: Different range of governmental policies and laws along with the regulations
specifically faces some amendments from time to time, it is pretty much needed for Morrisons to
make alterations in its inner policies in order to benefit both the employees and customers in an
effective way.
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Environmental Factors: Natural concerns are presently worldwide issues today with a Mintel
study demonstrating that more individuals are currently concerned enough about the condition
that they are even arranged to practice their monetary capacity to prevent purchasing items or
administrations from organizations that don't show earth agreeable qualifications. Morrison’s,
has already taken into consideration of catalysing carry bags of recycled materials. Resulted
positively on performance level of the company (Scott and et. al., 2018).
Objective
 To open 5 new branches in new market with the help of penetration pricing strategy.
Developing and implementing strategy according to above situational analysis.
According the situation analysis conducted in the above section where external and internal
business environment of Morrison is studied. The SWOT analysis is performed in order to
understand the strength and opportunities of Morrison along with the particular threats and
weaknesses associated with them (Pan, 2018). The second situation analysis model which is used
is of PESTLE analysis framework. This external analysis tool enable in understanding the Macro
factors which affects the business of Morrison along waste there positive and negative impacts
on it. The situation analysis is completed and appropriate objectives are identified according to
which suitable strategy is needed to identify and implement for future growth and success of
business. Therefore the ansoff matrix is used in order to understand the risk of different options
available in front of Morrison and adopt one particular strategy which is most suitable for it. The
ansoff matrix is a tool which has 4 elements and which is represented by its four quadrants. The
ansoff Matrix analysis is conducted below:
 Market penetration is the strategy that suggests to the top level management that the
company should not move into any new market and they should stick to their existing
marketplace and existing products. But for increasing sales the organization should focus
on enhancing their marketing strategies and developing better marketing approaches to
promote their offerings in the existing market in the most efficient and better manner.
 Product development strategy of ansoff matrix refers to expansion of company but in
their product portfolio rather than moving to a new market. In other words product
development strategies suggest that Morrison should develop a entirely new product for
their existing market in order to attract more people as the product will be developed
according to their needs and preferences. This is not a suitable strategy because the
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people nowadays and their preference is are regularly fluctuating along with bringing a
instability towards the organization and therefore it is holding a higher risk for Morrison
to adopt a product development strategy in order to enhance and improve their
competitiveness (Lykogianni and et. al, 2019).
 Diversification strategy states that the business should move to a new market with their
new products. That is Morrison should develop a new offering for an entirely new
market. This is a risky and very complicated strategy because the company needs to
conduct a lot of market research along with a lot of money needs to be invested and if the
situations are not in favor of Morrison and the product fails in the new market then it has
to face a lot of losses and even can lead towards the failure of the entity.
 Market development is the next strategy which suggests that the organization should
enter the New Market with their existing offerings and product portfolio. This type of
strategy holds a huge risk for the company but according to the situation analysis it is a
suitable strategies for Morrison. The risk associated with it is off uncertainty and less
knowledge about the new market place but there are several routes of entering into a new
market which will allow the company to hold some competitive strength and make use of
the appropriate advantages present in front of it in the new market place. This is suitable
strategy for the Morrison because with the changing market condition and with the
increasing competition it is suggested that the company should focus towards enhancing
there operational area and diversifying into geographical locations (Maepa, 2018).
Presenting own judgement and opinions and evaluation of alternative approaches to problem
solving in a professional standard report.
According to the own judgement and evaluation of different alternative approaches for
Morrison the problem still exist. The organisation still has to be very competitive and have to
face a lot of competition from others because there are several external factors which are not in
favour of the company. It is suggested to Morrison that it should adopt market development
strategy where the company should move and expand into new international markets with their
existing products as these are there strong points and holds a competitive advantage for it. Along
with it in market development strategy the risk involved was also so very low and mitigate thus,
it is a suitable strategy for Morrison.
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Still a problem arises that is of entering the market and sustaining in it by fighting with
existing competitors. The solution and the recommendation for this problem solving is the
organisation should also become and towards becoming a cost leader in the new market where it
expanded its business. A cost leadership strategy should be adopted by Morrison while entering
and running their business in a new expanded market. According to the cost leadership strategy
The entity should be the lowest cost producer and seller of the products in comparison with other
retail supermarkets existing in the marketplace (Van Meeteren and Bassens, 2018).
CONCLUSION
The above report concludes that company needs to be very competitive and have to conduct
a situation analysis of their external and internal scenarios on a frequent basis in order to be
competitive and sustaining in the marketplace. The SWOT and PESTEL analysis framework are
used for understanding the business environment of the company. According to the situation
analysis the market development strategy is most suitable for the entity by looking over the
market condition and competitiveness of the organisation. It is also recommended to the
company that it should adopt a cost leadership strategy as well in order to be most competitive
and sustaining in the new market where it expanded its business operations.
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REFRENCES
Books and journals
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Compiled from Responses to an Independent Survey of SEA Experience.
Lopa, S. R. I., 2019. Strategic Recruitment and Selection procedure followed and applied by
grow n excel Human Resources & Management Consultants.
Lykogianni, E. and et. al, 2019. Material Cultural Heritage as a Strategic Territorial
Development Resource: Mapping Impacts Through a Set of Common European Socio-
economic Indicators.
Maepa, P., 2018. Business case study: Challenges, interventions and organisational climate in a
small South African firm (Doctoral dissertation).
Majumder, S., 2018. A comprehensive study on brand promotion and strategic marketing process
of MYSOFT Limited.
Naumanen, M., 2019. Construction industry: Priority Sector Report.
Network, Y. W. I., 2018. 2017 Annual Report. Madison Metropolitan Sewerage District.
Pan, Y., Pan and Huang, 2018. Strategic Research on Construction and Promotion of China's
Intelligent Cities. Springer Singapore.
Scott, J. and et. al., 2018. Strategic review of Cape York Income Management.
Van Meeteren, M. and Bassens, D., 2018. Chasing the phantom of a ‘global endgame’: the role
of management consultancy in the narratives of pre-failure ABN AMRO. In Global City
Makers. Edward Elgar Publishing.
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