Morrisons Strategy: Navigating Brexit & COVID in the UK Supermarket

This presentation provides an analysis of Morrisons, a leading UK supermarket chain, focusing on its current strategy and the significant influence of COVID-19 and Brexit. It identifies and reviews the existing strategy using relevant theoretical frameworks such as Porter’s generic strategies and value chain model. The presentation explains how COVID-19 and Brexit have impacted Morrisons' strategy, considering factors identified through PESTEL analysis. Recommendations are offered for adapting to these challenges, including shifting consumer shopping habits, technological advancements, and maintaining a robust supply chain network. The presentation concludes by emphasizing the importance of integrating these changes into the organization to support its continued success and outlines the strengths and limitations of the strategic concepts discussed. Desklib provides access to similar presentations and solved assignments for students.

Group presentation assessment

Table of content
 Introduction
 Identifying and reviewing the current strategy using relevant theory
 Identifying and reviewing the UK supermarket
 Explain how COVID and BREXIT have influenced their strategy
 Recommendations to adopt BREXIT and COVID along with next steps for their
strategy
 Conclusion
 References

INTRODUCTION
 Business is defined as the enterprising entity which is engaged in
various activities lie commercial, professional and industrial for the
purpose of earning profits. It is also described as the entity which
put various efforts and activities for produce products and service as
well as sell them to customers for the purpose of generating profits.
 Strategy is defined as the actions that are developed by the managers
of organisation to attain business goals and objectives on time with
great efficiency.

Identifying and reviewing the current strategy using
relevant theory
 Strategy: Strategies are defined as the actions and activities that are developed by
the manager or organisation for the purpose of attaining organisation goals and
objectives in efficient manner (Guo, Li, and Li, 2021). It provides general
direction to business for attaining desired outcome.
 Introduction of organisation: In this report chosen organisation is Morrisons
which is fourth largest supermarket chain of United Kingdom.
 Mission of Morrison: Mission of Morrison is to utilise experience and bring
innovation in designing for providing flexible as well as responsive solutions to
the packaging industry.

Porter’s generic strategy
It is defined as the strategies that describes how organisation
gain competitive advantages in specific market place. There
are three strategies are included in this model that are used by
the organisation for maintaining effective positioning in
market place than other competitors. These strategies are
mentioned below:
 Cost leadership strategy
 Differentiation
 Focus strategy

Identifying and reviewing the UK supermarket
 Supermarket is defined as the large store operated on the
bases of self-service that deals in grocery products such as
bakery, meat and dairy products. In United Kingdom
various supermarkets are operated, but big four
supermarkets dominated the higher market share and
customers. These four supermarkets are Tesco, Sainsbury,
Asda and Morrisons.
 Morrisons is the organisation which is announced
as ‘Supermarket Of The Year 2021.

Porter’s value chain model
Porter’s value chain model is defined as the collection of process that are performed by the
organisation for the purpose of creating value for its consumers. it helps business to gain
competitive advantages in market than other competitors.
Primary activities:
 Inbound logistics
 Operations
 Marketing and sales
 Outbound logistics
Secondary activities:
 Procurement
 Human resource management
 Technological development

Explain how COVID and BREXIT have influenced their
strategy
Brexit and COVID - 19 are two fundamental issues that are related to the
planned to have a negative impact on the United Kingdom economy as a
whole. Brexit has affected and will continue to have an impact on most
of the sectors that will depends upon cross border trade with the EU.
 Aspects of COVID and BREXIT are related to their industry and
strategy: The UK agreement with the EU is term to be an effective
agreement that it might not be have an effective change on the
industry (Kohnert, 2021).

Influences the potential success of their strategy
PESTEL analysis is used to identify the threats and
vulnerabilities that are utilised in SWOT analysis.
 Political
 Economic
 Social
 Technological
 Environmental
 Legal

Recommendations to adopt BREXIT and COVID along
with next steps for their strategy
There are various planned and unplanned changes are happened in
business that impacts overall performance and functionality of
organisation. Morrison develop strong and effective strategies that
help business to adopt these changes in efficient manner and
maintains effective positioning in market where number of
competitors are exist.
 Shifting consumer shopping habits
 Technology
 Maintain strong supply chain network

Supermarket’s priorities and goals be to support
their success
Morrison is a diverse manner of group that deals with various businesses with
suitable journey to becoming an effective and leading organisation. It is combined
with several good group purpose that are created in better experience for having
better tomorrow (Currie, and et.al., 2021).
How should they be integrated into the organization?
 Organisational integration is attained when managerial targets are
combined among the external and internal impact. Managerial alignment
promotes coordination and group work as a cross or field of task in terms of
internal manner in the business.

Include the advantages and limitations of your
analysis
 The management are growing in the field of market due to its maximizing
globalisation digitisation process. As it is important for the brand to setup strong
global presence for getting highly competitive advantages for further in an
effective and efficient manner (Dobbs, and Stefan, 2021).
What are the strategy concepts strengths and limitations
 Major strength of strategies in context to the Morrison which relates to the food
making abilities with an effective distribution network and a potential supply
chain.