Morrisons Environmental Analysis Report: PESTLE, SWOT, and Competitors

This report provides a detailed environmental analysis of Morrisons, a major supermarket chain. It examines both the micro and macro environments, including factors like political, economic, sociological, technological, legal, and environmental aspects using PESTLE analysis. The report also conducts a SWOT analysis to assess Morrisons' strengths, weaknesses, opportunities, and threats. Furthermore, it identifies key competitors such as Sainsbury's, Waitrose, and Tesco, highlighting their competitive advantages. The conclusion emphasizes the importance of environmental analysis in strategic decision-making and achieving desired business outcomes, with references to relevant academic sources. This analysis is crucial for understanding Morrisons' market position and informing strategic planning.

Business Analysis

Content
 Introduction
 Environmental Analysis
 Competitor Information
 Conclusion
 References

INTRODUCTION
Environmental analysis is the process to determine micro
and macro environment of an organisation. In this project,
Morrisons has been selected for environmental analysis of
organisation. It is very essential for strategic decision
making process by managers through PESTLE and
SWOT analysis of an organisation.

Environmental Analysis
Environmental analysis is described as to examine internal
and external factors of an organisation which affects its
stability and growth. This is a strategic tool used to identify
the level of threat which is to be controlled by strength and
opportunities of an organisation. The business environment
is further classified on the basis of micro and macro
environment which are as follows:-

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Macro Environment:- This is the outside or external
surroundings of an organisation which involves
political, economical, sociological, technological, legal
and environmental elements.
 PESTEL Analysis
 SWOT Analysis

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Micro Environment:- It is the inside surroundings of an
organisation which includes strategic decision-making process,
suppliers, business strategy, competitors, performance,
customers, etc.
Product issues:- The internal surrounding have great impact
through product issues by utilising the scarce resources in an
effective and efficient manner.

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Product issues:
 Plastic packaged product
 Lack of stock
 Product quality
Marketing Issues:
 Decrease in sales
 Lack in distribution channel
 Worse sales performance

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Management issues: These issues are explained as issues
underlying in Contract of Employment consists of employee
action through investigation. The factors which affect
management issues are policies and procedures,
organisational hierarchy and politics, etc.
 Politics and procedures
 Organisational hierarchy
 Organisational politics

PESTLE Analysis
 Political
 Economical
 Sociological
 Technological
 Legal
 Environmental

SWOT Analysis
It is a strategic planing used to identify the internal strength
over weakness and external opportunities over threats to
achieve success with maximisation of profits. It is the
abbreviation form of strength, weakness, opportunities
and threats. Managers of Morrisons use this decision-
making analysis for improvement in profitability ratios.

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Strength
 Strong brand portfolio
 Big supermarket company
Weakness
 Lack in motivation
 Decrease in sales

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Opportunities
 New environmental policies
 New market for online channel
Threats
 Intense competition
 Adoption of new technology