Environmental and SWOT Analysis of Morrisons Marketing Strategy

This report provides a comprehensive marketing analysis of Morrisons, the fourth-largest supermarket chain in the United Kingdom. It begins with an environmental analysis, examining both internal (product and management issues) and external factors using the PESTLE framework (Political, Economic, Social, Technological, Legal, and Environmental). The report then presents a SWOT analysis, identifying Morrisons' strengths, weaknesses, opportunities, and threats, including competition and potential for international expansion. Finally, the report offers recommendations for Morrisons to enhance customer satisfaction, expand geographically, and increase market share. The analysis concludes that marketing is crucial for communicating value to customers and that understanding both internal and external factors is essential for Morrisons' success in the competitive supermarket industry.

INDIVIDUAL
REPORT

Table of Contents
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................3
Environmental analysis of Morrisons....................................................................................3
SWOT analysis on Morrisons................................................................................................5
Recommendations......................................................................................................................6
Conclusion..................................................................................................................................6
REFERENCES...........................................................................................................................8

INTRODUCTION
Marketing is defined as the broad term that consists of all resources and activities that
required directing and facilitating the flow of goods and services from producer to the
consumers. It is a management function to plan, promote and deliver products to consumers.
The main resources of marketing are human resources, finance and management. Marketing
begins with the determination of the customers wants and satisfaction and fulfil there wishes
through product and services. Morrison is known as the fourth largest chain of supermarket
established in 1899 in United Kingdom. The founder of Morrison was William Morrison. Its
headquarter is located in the Bradford, United kingdom. The Morrison goes different
categories of products such as food and drink, clothing, florist, petrol, books, magazines and
home ware. The main mission of the company is to operate the experience and design
modernization to provide flexible and accountable explanations to the manufacturing sectors.
The vision statement of the company is to be leader in the development of a sustainable
growth of future. In this report, the marketing structure of Morrison is thoroughly explained
which contain the swot analysis of the organization and the environmental factors such as
internal and external that affect the organizations (Kumar and Sharma, 2022).
MAIN BODY
Environmental analysis of Morrisons
An environmental analysis provides company to identify micro as well as macro elements
that can either positively or negatively influence the organizations. Micro components specify
the strengths and weaknesses of the company whereas the macro components indicates the
opportunity and threats of the company. Morrisons uses this tool in order to identify the
external as well as internal factors that create impact on the business (Morrison, 2022).
The internal factors that creates the impact on the Morrisons are followed as-
 Product issues- this is the common internal factor that affect the company in a
negative way. There are different issues that customers faces in and after purchasing
the products such as the product is out of date, poor quality off the product, the faulty
product or the product is different in taste and appearances. These are the issues of the
product that creates negative impact to the Morrison.

 Management issues- This issue can crash the business of not only the business of the
Morrison but also other organization. It is considered as the crucial issue in the micro
environment of the business. Some of the management issues that Morrison faces are
decreased in the performance level of the employees, poor communication between
the employees, poor teamwork, facing problems in time management and few more.
These are all internal issues in the management.
Morrison uses PESTLE analysis ass a strategic tool that help the company in finding the
external factors that influences the firms. Pestle stand for political, economic, social,
technological, legal and environmental factors. The Morrison can directly affect from these
factors due to changes in the macro environment (McAree, 2022).
Pestle analysis on Morrisons
It involves different external factors such as-
 Political factor- the factors that impact Morrison play a significant role in the
identification of factors. Morrison supermarket plc. is functioned in retail in
many countries and expose different types of political environment risk. The
political factors that impact the Morrison externally are risk of military
invasion, corruption, bureaucracy and interference of government in retail
industry, trade regulations and tariffs.
 Economic factors- these are those factor that affect the Morrison either in a
good way or in the different way . these factors includes inflation rate, saving
rate, interest rate, foreign exchange rate and other factors such as
unemployment rate, economic growth rate, labour cost and other economic
cost (Moussa, 2022).
 Social factor- Society’s subculture and manner of doing matters effect the
subculture of an company in an environment. Shared ideals and attitudes of
the populace play a first-rate function in how entrepreneurs at Morrison
Supermarkets Plc. will recognize the clients of a given marketplace and the
way they layout the advertising message for Retail enterprise consumers.
Social factors that impact the business are followed as demographical and skill

level of population, class structure, hierarchy and power system in the society,
culture(includes gender, social conventions ,etc.) and many more.
 Technological factors- these are those factor that create a vast impact on the
running of the business either slowly and rapidly. A company should not only
conduct a technology analysis of the production, but also the speed at which
technology is disorderly. The slow rapidity will buy more time while the fast
speed of technological disruption can give the company little time to cope and
be profitable. It involves some factor such as impact on the production
offering of technology, the retail industry’s cost structure. It also impact on the
value chain structure.
 Legal factors- legal factor are those factor that create the impact on the
business legally. These factors include anti- trust law in trade industry,
discrimination law, copyright, safety of consumers, employment laws and
other many more factors.
 Environmental factor- Different markets have different environmental
regulations or standards that can affect an organization's profitability in those
markets. These environmental factors include weather, climate change,
regulations regarding the environment; recycling, etc. are some factors
(Ricome and Reynaud, 2022).
SWOT analysis on Morrisons
Swot analysis is a tool of framework that helps the organization in determining the
strength, weaknesses, opportunities and threats of the company. The strengths and
weaknesses are known as the internal factors whereas opportunity and threats are the external
factors that creates the impact the on the organisations. Swot analysis helps the Morrison in
identifying the strength, weaknesses, opportunity and threats of the firm. Swot analysis is a
proven management framework that helps a brand like Morrison to link its firm with the
activity of the opponents. As Morrison are the leading retail and lifestyle brands.
Strengths of Morrison-
 As Morrison is known as the 4th leading supermarket company in the United
Kingdom. It has 9.8% market share in the UK food industries. It is recognized as
offering the high quality of products to its customers at very reasonable prices. Being

a food specialist and having your own freshly prepared food gives Morrisons a
competitive advantage over some of its rivals.
 Morison is known for its more than 100 years in the supermarket. It has 498 stores to
serves customers across the United Kingdom. It also provides online home delivery
services. More than 11 million consumer shop from the Morrison every day and also
shop online.
Weaknesses of Morrison-
 The one of the biggest weakness of the organization is that it has limited geographical
area as compared to its big competitors in the same field.
 Poor customer satisfaction is considered as the one of the main weakness for
Morrison. It was ranked number 9 in the survey of supermarket that shows that there
need to create some changes by putting a lot of work efforts in order to improve the
company’s brand image.
Opportunity for Morrisons-
 The opportunity that Morrison can grab is by providing the organics product to its
customers because the society is now more conscious on health rather than fast food
consuming. So it can become an opportunity to the firm to increase their sales as well
as brand images.
 An international expansion of the business by the Morrison can create a god impact
and helps in increasing the overall business values (Paul and Mukhopadhyay, 2022).
Threats for Morrison-
 Morrisons has been fined several times in the UK for breaking hygiene rules and
sending unsolicited emails to customers. Although the money paid by the company
wasn't huge; however, the negative impact of these events in the minds of customers
was enormous. The economic crisis can also be deadly.
 The main threat that the Morrison can face is the increase in the market share of the
competitors that can affect the margins as well as sales of the Morrison. Some of the
big competitors or rivals of the organization are Sainsbury’s, Ocado, Southeastern
Grocers and Wingman’s (Razem and Sunikka, 2022).

Recommendations
The Morrison has been recommended that it has to expand their business in
geographical area . it has to create there braches in the international market in order to boost
their overall business. The Morrison has to focus on the customer satisfactions and provide
them good quality of product and home delivery services with reasonable prices. It has to
make some efforts within the organization in order to maintain their brand images. The firm
has to increase their market share by attracting lots of customers as compared to their
competitors in order to survive in the market (Šimek and Sadílek, 2022).
Conclusion
From the above text, it has been concluded that marketing is a process of designing,
creating and communicating the values to the customers. It has been concluded that Morrison
is considered as the fourth largest supermarket company in the United kingdom. It has well
know supermarket chain with high presence of customer base in the UK. There are several
factors that influence the Morrison such as internal as well as externals. It has also been
concluded that Swot analysis helps the Morrison in identifying the strength , weakness,
opportunity and threats that impact the firm.

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