Morrisons' Global Business Environment: SWOT and Operational Impact

This report provides a comprehensive analysis of Morrisons' global business environment, focusing on the UK supermarket chain's strengths, weaknesses, opportunities, and threats (SWOT). The report examines the internal factors through a SWOT analysis, assessing Morrisons' market position, supply chain, and brand image. It also explores the operational impact of marketing and human resource management within the company. The study highlights Morrisons' strategies for achieving global reach and competitiveness, considering factors like geographical limitations, competition, and the significance of effective marketing strategies. The report concludes by emphasizing the importance of analyzing environmental factors to formulate effective business strategies. The report also includes references to relevant books and journals.

Global Business
Environment

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
SWOT Analysis..........................................................................................................................3
Operational impact analysis:.......................................................................................................4
CONCLUSION ...............................................................................................................................5
REFRENCES...................................................................................................................................6
Books and Journal.......................................................................................................................6

INTRODUCTION
Global business environment refers to acknowledge business into both national and
international environment. As the environment differs from country to country. A business is
affected by its domestic conditions which eventually affects an organisation decision making to
make full utilisation of resources. Every business aims at operate its operations into global level
for which it has to consider various factors to be successful and maintain brand image. The
report is going to be about Morrisons, it is the largest chain supermarket chain in UK. It has its
headquarters in England. It is specialize in provide food, clothes, books and magazines into UK
territory. The report is going to analysis its environment with the help of SWOT and PESTLE
analysis to identify potential into global market (Badzinska, 2017).
MAIN BODY
SWOT Analysis
This indicates and reflects the factor of internal environment of a business by going
through its strength, weaknesses, opportunities and threats (Nambisan, Zahra, and Luo, 2019)
This analysis gives an image of facts which going to assist into planning the formulating
strategic operations. These analysis are mentioned below:
Strengths: strength are the reflection of a business good outcomes and its prominent
aspects through which it could positively serve into global market. Morrisons is the largest chain
of super market in London which has its quality product services as per the customer
preferences. This is the main strength of the organisation as it has effective supply chain and
large distribution network (Calabrese, and. et. al. 2018). Which enables large employee
engagement as it helps in creating good image into the market. Also, the company has listed in
London Stock Exchange an online retailing services are reaching to the next level. This also
serve good image towards their investors and shareholders. These strength helps them to grow
their business into other countries.
Weaknesses: This shows the weak area of a company which binds its growth and leads
them to not attain their desired objectives. Morrisons has the biggest weakness into the market as
it has low geographical reach , compare to their competitors and other brands. They are
insufficient into their product quantity as in recent years they had unable to provide required
number of quantity to the customers. Also, the company facing issues against farmer rights into

past scenario, which has affected their brand image. The company has to resolve these issues as
priority basis so that it could think of pertaining market reach into other countries.
Opportunities: Opportunities reflects to the areas and fields in which a company could
elaborate its operations by analysing market and global opportunities which tends to benefits in
their product and profitability. Morrisons could acquire organic products from the growing
market. And enables their unique product operations into several countries like India, Russia and
many more. Morrisons has good brand name into the market that could easily attract small
companies or institutions in order to collaborate with them. Also the company has several
investors they could retain their attention for long term by increasing in premium or providing
membership into foreign exchange market (Eling, and Schaper, 2017).
Threats: In to the leading global market, the company is facing a lot competition into the
industry and the firm. As their products being similar in terms of appearance and most of the
prices fluctuations. They has their biggest competitor like Tesco, Marks and Spencer and many
more. In order to survive thy need to make effective changes ion their strategies which create a
unique concept from their rivals.
Operational impact analysis:
The analysis reflect the essential impact of operational activities which has done in past
circumstances or going to evaluate in future. It provide relevancy of data which has utilised by
the company into their operational strategies. As its helps in preparing the essential area and
solutions to over come the problems into operational impact. These element helps in rises to the
organisation. In relation with Morrisons, there are two effective factors which are mentioned
below:
Marketing: This factor is immensely effective in gaining customer reach and large
market structure. Through t his factor, an organisation would effectively render their product
into the market by analysing it strategic market. In context with Morrisons, the company acquire
attractive market strategies in order to complete their mission to get global reach through
marketing. The managers need to adopt various marketing tools and analysis their significance as
per their products and its size. It is an essential factor in business operation which enables the
opportunities to get popular and reach to large number of customers simultaneously. The sales
department is responsible for maintaining at maximum level of turnover through marketing
strategies and attract customers for long term perspective (Kačerauskas, 2019).

Human resource management: this factor is the most vital and well known factor into
every organisation, as it involves engagement of skilled and professional individuals. These
employees divided as per their abilities into different departments into different segments. In
relation with Morrisons, HR mangers effectively chose employees and assign them task as per
their knowledge also, they provide various training and development programs so that no
employees would left without getting benefits of promotions and their personal development. It
is the duty of HR department to hire skilled and needed employees so that they would be a
favourable assets in company favour (Kasemsap, 2017). This department is responsible for any
any issues and employee welfare policies. They must attain effective strategies regarding
employee motivation and key factors which influence them to work hard.
CONCLUSION
From the above discussion on global business environment, it has well concluded that it
has its scope for every business, the need is to analyse its factors which could impact on business
positively and negatively. SWOT analysis has well concluded Morrisons strength and weakness
and its significance powers its organisation growth. This enable the business to formulate
proficient business strategies which enable as the function of Human resource and marketing.
As these things have enormous impact on global business effectiveness through which the
company could think of its expansion.

REFRENCES
Books and Journals:
Badzinska, E., 2017. Exploring the concept of born to be global in the context of technological
entrepreneurship. Journal of Creativity and Business Innovation, 3.
Calabrese, and. et. al. 2018. From mechanical to cognitive view: The changes of decision making
in business environment. In Social Dynamics in a Systems Perspective (pp. 223-240).
Springer, Cham.
Eling, M. and Schaper, P., 2017. Under pressure: how the business environment affects
productivity and efficiency of European life insurance companies. European Journal of
Operational Research, 258(3), pp.1082-1094.
Kačerauskas, T., 2019. Ethics in business and communication: common ground or
incommensurable?.
Kasemsap, K., 2017. Mastering entrepreneurship education in global business.
In Entrepreneurship: Concepts, Methodologies, Tools, and Applications (pp. 2013-
2040). IGI Global.
Nambisan, S., Zahra, S.A. and Luo, Y., 2019. Global platforms and ecosystems: Implications for
international business theories. Journal of International Business Studies, 50(9),
pp.1464-1486.