Morrison's UK Operations: An Analysis of Market Dynamics & Factors

This report provides an analysis of Morrison's presence in the UK grocery retail market, focusing on the factors influencing its business operations. The analysis employs a PESTLE framework to evaluate the political, economic, social, technological, legislative, and environmental factors impacting the company. The report highlights the effects of Brexit, currency fluctuations, and legislative changes on Morrison's operations. It suggests strategies such as product differentiation, cost-effective goods, and a customer-centric approach to adapt to market dynamics. Furthermore, the report emphasizes the importance of CSR, brand reputability, and aligning business practices with stakeholder values, with the goal of enhancing market outreach and operational progress.

English Academic Skills 2
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Morrison has established a firm presence in the UK market pertaining to groceries retail
and the onus has always been on providing quality products and services. I compiled a
report, analysing the different nuances which affect the business conducted by
Morrison’s and put forth a detailed and conclusive framework which will help the reader
to grasp an in-depth understanding of the different attributes functioning within the
organisation. The assignment built was further substantiated with appropriate
referencing which provided a credible and viable structure of the analysis. As per my
research, I deduced certain attributes which affect the organisation methodology of
operation and influence the functioning, compiling them in calibration of the prevalent
market dynamics. The assignment submitted forth dealt with my experience pertaining
to the operational process of the firm and analysis of the different factors, which will
influence the organisation in a detrimental or incremental manner. My approach was to
conceive a framework, which factored in the different aspects, which influence the
functioning of the firm (Kristin et al., 2017).
The firm’s different aspects such as political, economic, legislative and socio-economic
factors and their influences on the operation in the company were put forth with a
PESTLE analysis. This particular framework is used in analysing the external business
environment of an organisation. The experience I accumulated had many positive
aspects to it. I could grasp the end product as a cumulative function of the different
factors. Since the operations of Morrison’s are primarily restrained within the UK
domain, the analysis has been done considering the narrative functioning within the UK
market, which, subsequently, is influenced majorly from the narrative of the global
market. The recent happenings in the political domain in UK have changed the
dynamics of the market to a substantial effect. Brexit, followed by the collapse of pound
against Euro and the revised taxation amendments in the legislative field such as the
Companies Act of 2006 exerted a substantial leverage on the functioning of the
company. The rise in the domestic VAT and the laissez faire approach taken by the
consolidated bodies in the sphere pertaining to economic and political significance
exerted a major duress on the firms, including Morrison’s. The analysis, which I derived,
builds on the political narrative and suggesting the firm to bring forth more
comprehensive product differentiation with cost effective goods, the emphasis on the
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luxury will have to be substantially lowered to ensure that the operation progress must
be maintained.
The legal aspects of the assignment has been compiled and analysed by me, deriving a
conclusive statement, which is substantiated with appropriate references. The legal
structure prevalent in the UK must be adhered to with efficacy and the ensuring actions
must comply with the legislative policies.
As per my research, the economy of UK was yet to construct a more stable and
dependable structure, the repercussions of 2008 crisis were yet to subside when the
market was hit by another tidal wave in the form of Brexit. The uneven economic
narrative has had a negative impact in the functioning of Morrison’s. I elucidated my
hypothesis and the prognosis was to reduce the expenses incurred in the production of
luxurious products and investing more on the production of necessary goods and
services, which will be easy to avail for the customers of different economy stratums
(Fernie and Sparks, 2014).
The paradigm of the market has shifted to a more customer centric approach and the
needs to adapt the production aligning the lines with the market dynamics is of prime
significance. The social aspect of the proposal put forth by my, essentially comprised of
analysing the demands and introducing fluid pricing in the repertoire. The improvising of
the strategies was of utmost necessity; the effective incorporation of technological
advancements could help the company to satiate the demands of the customers with
increased efficiency.
As per my research, the company must build on its approach and brand reputability, in
order to enhance the market outreach, the incorporation of a more credible and visible
CSR (Corporate Social Responsibility) will be incremental for the firm in order to provide
an appealing image in front of the customer base and provide the operational progress
with an impetus. The emphasis should be on formulating the course of action, explicitly
considering the actions, which are justified for the stakeholders, employees and
customers. The “farm-to-fork” business model adapted by Morrison should be brought
forth with a greater promotional perspective. The values of the company must be kept
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stable, the “British Born and Bred” tagline will help the customers to associate the
products and the services, it will exert an influence in the behavioural aspects of the
customers. I can conclude that the prevalent market dynamics offers an intricate and
enhanced business model, with options of expanding the business, which must be
factored in by the management at Morrison’s. The firm must build on enhancing the
business acumen and furthering the operation progress with satiating the demands of
the customers in a more efficient process (Mokyr, 2018).
Reference List
Fernie, J. and Sparks, L., 2014. Logistics and retail management: emerging issues and
new challenges in the retail supply chain. Kogan page publishers.
Kristin, B., Kelly, S., Travis, H., Joseph, L. and Lori, C., 2017. Retail food environments,
shopping experiences, First Nations and the provincial Norths. Health promotion and
chronic disease prevention in Canada: research, policy and practice, 37(10), p.333.
Mokyr, J., 2018. The British industrial revolution: an economic perspective. Routledge.
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