This report provides a comprehensive analysis of Morrisons' business strategy, examining both internal and external factors influencing its operations. It includes a PESTLE and SWOT analysis to assess the supermarket's political, economic, socio-cultural, technological, legal, and environmental landscape, as well as its strengths, weaknesses, opportunities, and threats. The competitive environment is evaluated using Porter's Five Forces model, identifying key factors such as the threat of new entrants, bargaining power of suppliers and buyers, the threat of substitute products, and rivalry among competitors. The report highlights Morrisons' existing and potential competitive advantages, particularly its in-store experience and vertically integrated supply chain. Furthermore, it outlines valid strategies and tactical objectives, focusing on enhancing competitiveness, customer service, local integration, organizational efficiency, digital integration, hygiene standards, and profitable growth. The strategic directions available to Morrisons are discussed, along with the most appropriate growth platforms and strategies for achieving organizational success. Finally, the report evaluates the means and ways to monitor these strategies, ensuring their effective implementation and overall success.