University Business Report: Morrisons Retail Business Context Analysis

This report provides a comprehensive analysis of Morrisons' retail business, examining its historical background, vision, strategy, and culture. It delves into the company's leadership styles, including autocratic, laissez-faire, bureaucratic, and charismatic approaches, and assesses the effectiveness of different management practices such as motivation and rewards, team dynamics, and organizational culture. The report utilizes Porter's Five Forces model to evaluate the company's competitive environment and offers recommendations for improvement, including the adoption of a bureaucratic leadership style. The analysis also highlights both the positive and negative aspects of Morrisons' strategies and practices, emphasizing the importance of adapting to the dynamic retail environment. The conclusion summarizes the key findings, underscoring the significance of retail business in the UK and Morrisons' position within it.

Project 2
Context of Business
A Report on
<context of business>
I declare that this project is all my own work and that I have acknowledged all materials used
from the published or unpublished works of other people. All references have been duly
cited.
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Abstract (5% or 100 Words)
<This report is about the retail business of the company. For this assignment
Morrisons is chosen as a part of study. It help to understand about the leadership style and
management practice of the company. Report start with history of organisation and then brief
about vision, strategy and culture is discussed about the company. An analysis on the
leadership style of company and management practice is discussed inside the company.
Along with these some recommendation is also refer to Morrisons. After a brief research
some positive and negative aspect is also mention about the Morrisons. In this research the
sustainability is also highlighted that how company will manage their stability in such a
dynamic environment. >
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Table of Contents
1.Introduction........................................................................................................................................5
Company Background........................................................................................................................5
Rationale............................................................................................................................................5
2. Literature Review...............................................................................................................................6
2.1 Vision of Morrisons......................................................................................................................6
2.2 Leadership Style and Practice.....................................................................................................6
2.3 Focus on any 3 from (Motivation and rewards, Groups and Teams, Decision Making, Structure,
Culture)..............................................................................................................................................7
3. Analysis .............................................................................................................................................7
4. Conclusion.......................................................................................................................................10
5. Recommendations...........................................................................................................................10
6. References.......................................................................................................................................11
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1.Introduction
Retail business is referred to a business where they sell products and services to the
end consumer on a small scale. Retail business is a direct relationship between the seller and
purchaser. In this report let discuss about the retail business of Morrions. Company has large
chain of supermarket in the UK. Morrisons has different variety of products in their business
which is hardlines, food and soft goods. In this assignment the background and strategy that
are follow by Morrisons. Leadership style and management practice of Morrison is also
discussed that help in expand their business internationally.
Company Background
Morrisons was founded by William Morrison in the year 1899. Company started their
business as egg and butter merchant in England. The company had first brand name as Wm
Morrison limited for their business. In 1952 the company opened their first store with the
concept of self service. It is the first store where prices are already written on their products.
The Morrison covered a long distance from the market stall to superstore. Company has a
experience of more than 70 years in the business for running a super store in the international
market (Arocena, Miller and Mylopoulos, 2012).
Rationale
 Morrisons provide different offers to attract their customer like discount and
incentive. With these concept Morrisons also provide online shopping to their
customer. So it is the reason to choose Morrison for this assignment.
 Company has covered major area of South England. Along this Morrisons has their
store in Scotland, Wales and as a presence of 498 store across the England. So to
understand the international market. Morrisons can help to understand strategy of
global market also.
 Morrisons focus on different sector like food, grocery etc. Company provide all
necessary commodities under one roof with low price to the consumer. This can help
us to understand how effective marketing can be done to success a customer.
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2. Literature Review
In this research an overview about the leadership style, strategy and management
practice about the Morrisons has been done. With this case study it is easy to understand
about the strength and weakness of the company. As for this context of business Porter five
model is applied to discuss certain factors about Morrisons.
2.1 Vision of Morrisons
The company has vision to satisfy their old stakeholder as well as make relation with
new stakeholder. So the company get a wider scope in the market. Company paid attention to
push their products at the top position in the market. As company has large chain of
superstore so they want to become more customer oriented.
2.2 Leadership Style and Practice
Leadership is a process by which a person create work atmosphere according to
favourable conditions of the company. It is mutual understanding between the leader and his
follower.
Types of leadership:
Autocratic leadership: it refer to that style of leadership in which a leader has control
to take decision. In autocratic leadership the leader has overall power for making decision. In
case of Morrisons it is not very effective because company treat their employees as their
partners.
Laissez-faire leadership: under this style of leadership a leader can make decision but
the leader did not try to control on their employees. For a large company this style of
leadership is not so effective. It will create confusion and develop complex process because
there is no supervision of leader on the employees (Busicchia, 2013).
Bureaucratic leadership: this leadership style focus on the continues process that a
company has been applying from its last years. In this style there is no scope for a new
approach. For Morrison it be can a good style because the company involved too much
money in their store.
Charismatic leadership: is a leader that committed themselves towards the
organisation for a long term format. These leader are role model for rest of employees. In
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case of Morrison they can use this leadership style by give a brief that how from a small
market they expand their business into international market.
2.3 Focus on any 3 from (Motivation and rewards, Groups and Teams, Decision
Making, Structure, Culture)
Management practice: it refer to training and creativity that is used by manager to
improve the productivity of their employees that are working in the organisation.
Management practices are instrument that support idea and concept of organization. Some
management practice is mention as below (Strategy of Morrisons, 2019).
Motivation and rewards:
Rewards are the solution that can motivate the employees. Mostly company use
monetary and non-monetary rewards for their employees. It work as a key to boost and
motivate the employee of an organisation. Rewards help Morrisons to motivate the
employees and to bring out more productivity from them.
Groups and teams:
In these a company has to focus on the efforts of the team. A manager can invest
energy on the team to find out that team efforts are going on the right track. As there are
different group and teams. So for this a company can hold regular meetings of their teams.
Like they can discuss several issue or there quarterly meetings to monitor the performance of
project and team.
Culture:
The term culture refer to the values that are shared by employees in a company. As
the team members are from different background. In this case a company should tell their
employees about the value and vision of the organisation. This result that those employees
who are sharing similar values can bring more productive in project (Prajogo, KY Tang and
Lai, 2014).
3. Analysis
The Morrisons should go with the bureaucratic leadership style. This style of
leadership is already mention above. For the context of company it is easy to sustain their
management style in the right path.
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Positive side of Bureaucratic leadership:
 With these leadership style company focus on their business easily. Morrison focus
on the strategy of core business which is of supermarket. As Morrison have many
store so it is compulsory for them to maintain a sequential process.
 In the international business there is a huge risk of investment. As each country has
different factor. In this case leader should monitor that employees can follow
guidelines of company (Sako, 2012). In the bureaucratic leadership style there is low complexity. Employees can follow
the process decided by the top management. So in this case company has a simple
work which can also be done in the limited time.
Negative aspect of other leadership:
As in the past years Morrisons apply Laissez-faire leadership style for their
convenience store which result that employees will free to perform that result a huge loss for
the company. In the case of Morrisons there is a regular down in sale. Company has decided
to close their unprofitable convenience store. It help to reduce operating cost as a batch for
this sites should not be bought. Company again focus on their core business activities to
operate the supermarket.
Positive aspect of Vision:
Morrisons perform as a leader in the retail market. In these a company have to major
control on their specific material. As in these case company major focused on the
development of stakeholder like employees, customer and supplier etc. For this company
always try to achieve their values. Like company establish their store with inferior quality
product.
 Morrisons see this growth of their business when they start to supply fresh vegetable
to their employees. As when company is expanding their business at that time they
develop network with big players. This result in develop positive perception in the
mind of the consumer (Wang and et. al., 2013).
Positive side of management practice:
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 On a global level it is difficult to compete with international player as well as with
other local player also. So for these company should made several strategy with these
they can focus on their goals. Like Morrisons store provide parking for their
customer.
 Company has store in different country. So they always try to find local solution for
their customer. Example- to provide local fresh fruits in their store. If any store is
facing an issue they make appropriate decision that no other store have to face same
problem in that nation.
 As in a organisation there are different members who are working for the similar
company. These all employees are different from each other. So management practice
like training, team commitment etc. help a company to develop his employees
performance.
Negative aspect of management practice:
 For a company to manage its management it is difficult to develop culture that is
accepted and followed by all. In this case there is always a conflict present which can
create confusion. In this case Morrisons should need a experienced person who can
resolve team conflicts.
 In regard to Morrison the company should find different practice. As there store are
not universal. So a single management practice cannot be applied in the organisation.
 In case of employees it is not necessary that all workforce can be motivated by
reward. Sometimes alienated or senior workers do not perform their job on time. They
only want to get a pay-check and to complete their own interest. So the team efforts
will not directed towards a right goal (Willoughby and Gore, 2018 ).
Recommendation for Morrison:
In the case of Morrison retail store. Company has to deal with different employees
and country. So for these a company can go with Porter model. This model help Morrison to
find out which company are making strategies to enter in retail sector.
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To monitor there customer and supplier. As Morrisons have to deal with these both
parties. Company can apply five force model to bargain with them and to control with their
power.
4. Conclusion
<From the above report it is concluded that retail business is the growing sector in
United Kingdom. As Morrisons has large chain of supermarket and store. In this report a
brief about company and their leadership style is discussed. The vision and management
practice is also discussed from the perspective of Morrisons. An outlook about company
establishment and the store expansion is also discussed in the company. A brief about
company's management style and their culture is also describe as for provide evidence and
support for organisation. >
5. Recommendations
<In the case of Morrison retail store. Company has to deal with different employees
and country. So for these a company can go with Porter model. This model help Morrison to
find out which company are making strategies to enter in retail sector.
To monitor there customer and supplier. As Morrisons have to deal with these both
parties. Company can apply five force model to bargain with them and to control with their
power. As if supplier is charging high price at that time company should move for other
supplier.>
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6. References
Arocena, P.C., Miller, R.J. and Mylopoulos, J., 2012, August. The Vivification Problem in
Real-Time Business Intelligence: A Vision. In International Workshop on Business
Intelligence for the Real-Time Enterprise (pp. 37-49). Springer, Berlin, Heidelberg.
Busicchia, B., 2013. The Question of a Reasonable Price for Food: Policy Alternatives to
Control Food Price Inflation in Developed Economies. In Food Security in Australia
(pp. 79-96). Springer, Boston, MA.
Prajogo, D., KY Tang, A. and Lai, K.H., 2014. The diffusion of environmental management
system and its effect on environmental management practices. International Journal
of Operations & Production Management. 34(5). pp.565-585.
Sako, M., 2012. Business models for strategy and innovation. Communications of the ACM.
55(7). pp.22-24.
Wang, A.C. and et. al., 2013. Gender makes the difference: The moderating role of leader
gender on the relationship between leadership styles and subordinate performance.
Organizational Behavior and Human Decision Processes. 122(2). pp.101-113.
Willoughby, R. and Gore, T., 2018. Ripe for Change: Ending human suffering in
supermarket supply chains.
Online
Strategy of Morrisons. 2019. [Online] Available through<https://www.morrisons-
corporate.com/about-us/strategy/>./
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