Morrisons' Supply Chain: Strategy, Challenges and Future

This case study provides a comprehensive analysis of Morrisons Supermarket's strategic supply chain management, examining its intended and realized strategies over the past 3-5 years. It critically evaluates the key environmental challenges, both external and internal, that have affected the organization's supply chain strategy, including the impact of Brexit and demographic changes. The report assesses the company's success in addressing these challenges and offers recommendations for future strategies, such as international expansion and diversification into convenience stores, to enhance market share and ensure sustainability. The analysis includes a PESTLE framework and concludes with insights into strategic management and future supply chain adaptations for organizational sustainability. The document has a list of references.

SUPPLY CHAIN MANAGEMENT
NAME OF THE STUDENT:
NAME OF THE UNIVERSITY:

INTRODUCTION AND PROFIT
 The following report deals with the strategic supply chain management of Morrison
Supermarket.
 The company was founded by William Morison in the same year.
 The company started off as an egg and butter stall in Rawson Market, Bradford,
England.
 The company was mainly concentrated in the Northern part of England.
 The following report deals with the strategic supply chain of Morrison supermarket.
 The company was founded by William Morrison in the year 1899.
 After the takeover of Safeway in 2004 the company increased its presence in the
south of England including Wales and Scotland.
 It has more than 500 Super Stores across Great Britain and solo Store in Gibraltar.

MACRO ENVIORNMENTAL
ANALYSIS
PESTLE ANALYSIS
 Political Factors- The decision of Britain to leave the European Union is believed
to be an uncertainty for the UK economy. The move can cause upheaval damage to
the business of the country.
 Social Factors- The Social Factors is another important factor that has a
considerable impact on the supply chain strategy of the organization. The
framework includes the demographical changes including the ageing demographic
changes of the UK.

MICRO-ENVIORNMENTAL
ANALYSIS

FUTURE RECOMMENDATIONS
 The whole report clearly implies the bad shape of the company.
 It is clearly understandable that the organization has not been performing well for
the last few years especially after the acquisition of Sainsbury.
 The lack of international presence and the absence of a global supply chain have
hurt the company the most.
 The management of the company must think of something other than supermarkets
and should focus on buying convenience stores that is slowly gaining importance as
a more considerable option than that of the supermarkets.
 Another major idea that can be implemented by the company to increase their share
in the market as well as ensure their sustainability is by seriously considering their
international expansion.

TIMELINE

CONCLUSION
 The following report has presented a proper analysis of the present,
intended and the future strategic supply chain of Morrison’s Supermarket.
 The choice of the supermarket in United Kingdom is quite justified because
of the present turmoil, the company is going through.
 The report has been able to explore a number of different options related to
strategic management and has also provided different recommendations and
future strategies that can be applied to change the current state of the
organization.
 A thorough analysis of the report will thus enable the readers to get the
most appropriate information regarding supply chain management and the
future of supply chain that can ensure sustainability to the organization.

REFERENCES
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pricing strategy for a green supply chain: A view of customers' environmental awareness. International
Journal of Production Economics.
 Christopher, M., 2016. Logistics & supply chain management. Pearson UK.
 Elgazzar, S.H., Tipi, N.S. and Hubbard, N.J., 2016. The impact of supply chain strategy on the financial
performance: a case study of a manufacturing company.
 Fahimnia, B., Sarkis, J. and Davarzani, H., 2015. Green supply chain management: A review and
bibliometric analysis. International Journal of Production Economics, 162, pp.101-114.
 Gattorna, J., 2015. Dynamic supply chains. London: Pearson Education Limited.
 Hajiesmaeili, A., Rahimi, M., Jaberi, E. and Hosseini, A.A., 2016. Studying the Influence of Logistics on
Organizational Performance through a Supply Chain Strategy: Case Study in Goldiran Electronics
Co. International Journal of Social, Behavioral, Educational, Economic, Business and Industrial
Engineering, World Academy of Science, Engineering and Technology, 112(4), pp.1061-1069.
 Hald, K.S. and Thrane, S., 2016. Management Accounting and Supply Chain Strategy. In 1st International
Competitiveness Management Conference.
 Mackelprang, A.W., Bernardes, E., Burke, G.J. and Welter, C., 2018. Supplier Innovation Strategy and
Performance: A Matter of Supply Chain Market Positioning. Decision Sciences, 49(4), pp.660-689.
 Mangan, J., Lalwani, C. and Lalwani, C.L., 2016. Global logistics and supply chain management. John
Wiley & Sons.