Impact of SWOT Analysis on Morrison's Operations and Marketing

This report presents a comprehensive SWOT analysis of Morrison's, evaluating its strengths, weaknesses, opportunities, and threats within the context of the global business environment. The analysis delves into Morrison's efficient supply chain, wide product range, and technological investments, while also identifying weaknesses such as limited geographical presence and the need for employee training. Opportunities include expanding product offerings and geographical reach, along with leveraging new technologies. Threats include Brexit-related policy changes, currency fluctuations, and increasing competition. The report further examines the impact of these factors on Morrison's marketing and operational strategies, emphasizing the importance of adapting to changing consumer preferences and technological advancements. The conclusion underscores the necessity for continuous self-assessment and strategic adjustments to ensure the company's sustainable growth and competitiveness.

Global Business
Environment

Table of Contents
INTRODUCTION ..........................................................................................................................3
PORTFOLIO PAPER 2...................................................................................................................3
SWOT analysis of Morrison:..................................................................................................3
PORTFOLIO PAPER 3...................................................................................................................4
Impact of key drivers of SWOT.............................................................................................4
CONCLUSION ...............................................................................................................................5
REFERENCES................................................................................................................................7

INTRODUCTION
Globalisation is continuously becoming the reality of businesses. With the increase of
globalisation there is continuous change in the strategies of business which is creating
complexities. With every new invention or technology market is changing and so are its need
and expectations from various businesses (Bernardino and Neves, 2016). This report contains
SWOT analysis of Morrison's and the operational impact of such analysis on the marketing and
operations of the Morrisons.
PORTFOLIO PAPER 2
SWOT analysis of Morrison:
SWOT analysis is when a company analyses it strength, weaknesses, opportunities and
threats and compile it. This will help an organisation to develop awareness of all the factors
involved while making decisions.
Strength
 Morrisons supply chain is very efficient
along with its distribution network.
They offer a wide range of products to
its customers. They also gives its
customers an option to customise.
 They invested in the technology for the
reduction of waste to make business
sustainable and customer oriented.
They even reduced the use of poly
boxes and instead started using
returnable bins (Daradkeh and Moh'd
Al-Dwairi, 2018).
 Their main strength is that they provide
fresh food to its customers at
reasonable and affordable prices. Low
cost and good quality food is a boon for
Weaknesses
 Morrisons have limited their
geographical presence as compared to
all its competitors. They are working on
generating profits but not working at its
expansion.
 All the competitors have already moved
ahead with the use of technology but
Morrison have still not made the
changes to its business.
 They need to invest more to provide
training to its employees as they lack in
services. This is very important for
their business to satisfy its customers to
improve and maintain its reputation in
the market.

any business to sustain in the market.
Opportunities
 With the increase in the population,
Morrison is trying to expand its
business geographically with multiple
options in the food products.
 They are also planning to make
expansion in the food products by
offering organic and healthy food items
to the customers as people now a days
are becoming more and more health
conscious.
 They are also planning to invest in
R&D for new technologies. This will
help company to develop its in house
software and systems. It will further
help the employees to understand the
functioning of the company in a better
way and also help company to work
efficiently. This will generate more
profit and help company to grow.
Threats
 There is continuous increase in the
competition and competitors are
developing new technologies now and
them which can be a serious threat on
the company.
 Brexit introduction in the UK has lead
to the change in the policies and the
regulations of the country. If changes
are not made by the company on time it
will have to face law suits by the
government.
 Brexit has also caused fluctuation in the
currency of UK. This created a huge
change on the inflationary pressure in
the market. This increased the prices of
the oil which affected the budget of the
company and also created a negative
impact on Morrison's productions and
profits (Eniola and Entebang, 2017).
PORTFOLIO PAPER 3
Impact of key drivers of SWOT
On marketing: Marketing is a process by which a company or an organisations make planning
to attract customers and clients to sell its product and provide services. While marketing it is
very important to keep in mind the needs of the customers, the design they wish to have and the
services they wanted (Tamta and Rao, 2017). This is the way in which any business promote its
products or services which helps them to earn profit.

 Now a days people are more attracted towards the healthy food items. Keeping it in mind,
the company is planning to start using organic and healthy products. This will help the
company to plan the marketing strategies by targetting more customers who are health
conscious. Being healthy is a new trend which people are following. This will help
company to market new products and services to its customers.
 The company's main strength is in its good quality food and the price at which they are
selling its products and services. This will also help company in marketing products and
services by targeting more and more customers at an affordable price rates. Customers
always prefer quality over price. But with good quality food and low pricing the company
is attracting more customers through marketing.
On Operations: Operations includes both the process and the equipments. It varies from
business to business. Business operations deals with the management of the operations of the
company from start to the delivery of product or services to the customers (Iyigun, 2018). It is
the duty of operations manager to look after all the business activities from ordering of the raw
materials till the productions of finished goods.
 The supply chain of the company is very efficient. This helps company in great
operations management. The company may use various different techniques like: just in
time (JIT), total quality management (TQM) etc. to manage the operations of the
company. This will help lower the burden and complexity in the management of the day
to day business activities.
 With introductions of new technologies, it helped the company to develop itself
technically with improved supply chain, production, etc. this also helps a company to
reduce the time with introduction to many new technologies. This will have high impact
on the production of the products and will also save the time of the company taken by the
production unit to produce products and operations management team to plan the
techniques.
CONCLUSION
It is concluded from this report that there are many factors which should be taken into
consideration by the company before changing the policies and strategies. The companies must
analyse itself by performing SWOT and then should make decisions. This will help company to

work efficiently and will also be saved from future threats. The company need to analyse itself
on frequent basis to avoid future threats and for the growth of the company.

REFERENCES
Books and Journals
Bernardino, J. and Neves, P.C., 2016. Decision-making with big data using open source business
intelligence systems. In Human Development and Interaction in the Age of Ubiquitous
Technology (pp. 120-147). IGI Global.
Daradkeh, M. and Moh'd Al-Dwairi, R., 2018. Self-service business intelligence adoption in
business enterprises: the effects of information quality, system quality, and analysis
quality. In Operations and Service Management: Concepts, Methodologies, Tools, and
Applications (pp. 1096-1118). IGI Global.
Eniola, A.A. and Entebang, H., 2017. SME managers and financial literacy. Global Business
Review, 18(3), pp.559-576.
Iyigun, N.O. ed., 2018. Creating Business Value and Competitive Advantage with Social
Entrepreneurship. IGI Global.
Tamta, V. and Rao, M.K., 2017. Linking emotional intelligence to knowledge sharing behaviour:
organizational justice and work engagement as mediators. Global Business
Review, 18(6), pp.1580-1596.