This report provides a comprehensive analysis of Morrisons Supermarket, the fourth-largest supermarket chain in the United Kingdom, using marketing principles. It examines the macro and micro environmental factors influencing the organization, including political, economic, social, technological, legal, and environmental aspects. The report also conducts a SWOT analysis to summarize internal strengths and weaknesses, as well as external opportunities and threats. Key issues identified include product and marketing challenges, management concerns related to maintaining a large database and supply chain, and competitive pressures from other major retailers like Tesco, Asda, Sainsbury, and Aldi. The report concludes with recommendations for Morrisons to expand its geographical reach, improve product quality and hygiene, analyze competitor strategies, and leverage technology and collaborations to strengthen its market position and enhance profitability. This analysis aims to provide insights into the challenges and opportunities facing Morrisons in the competitive UK retail market.