FY028: Retail Industry Trends, Company Analysis & Recommendations

This report provides an analysis of the retail industry trends and their impact on Morrison, a UK-based supermarket chain. It identifies the influence of digital technology, omni-channel marketing, and fast fashion on the retail sector, further evaluating Morrison's position using PESTLE and SWOT analyses. The impact of factors like Brexit and COVID-19 on the company's performance is discussed, along with findings from primary research conducted through employee questionnaires. The report concludes with recommendations focused on improving Morrison's supply chain, leveraging digital technology, and expanding market reach to ensure future growth and competitiveness. Desklib provides access to similar solved assignments and past papers for students.

Inquiry based
learning

Executive summary
The report has analysed various market Trends and factors that impact on the industry
and the company as well. The retail sector is mostly growing once which control every
organisation through digital only channel and first fashion trends. The report has identified that
the Morrison is affected with technology and social factors by not fulfilling customer demands as
per trends. Also the Covid-19 is become the most irresistible threat with lowers down the
revenue. The recommendations on also provided in which the company needs to maintain more
effective supply chain and grow their future with digital technology.

Table of Contents
Executive summary.........................................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY..................................................................................................................................4
TASK...............................................................................................................................................4
Background of the company........................................................................................................4
The trends in Retail Industry:......................................................................................................4
Models of analysis.......................................................................................................................5
CONCLUSION..............................................................................................................................13
References......................................................................................................................................14
Books and journals:...................................................................................................................14

INTRODUCTION
Inquiry based learning is an important concept for a student in order to learn from searching and
finding the solution in their own way. They do not seek attention or guidance from teachers in
which the student could appropriately find out the solution through involving in various case
studies. This report is going to analyse the case of Morrison which is a large Supermarket of
United Kingdom. The company has expertise in selling consumer goods across different market
segments. There are many factors which affect this company in order to take growth and reach to
the Heights (Hughes Morrison, and Dobos, 2018). It is necessary to eliminate the week factors
and build more strength elements. This report is going to talk about the trends in Retail Industry
and how it has impacted through large business environment. Also there will be a questionnaire
based on the primary research. At last effective recommendations will be provided to overcome
with the issues and competition.
MAIN BODY
TASK
Background of the company
Morrison is a largest Supermarket of UK England. the company was established in 1899 and still
running their operations successfully into the large market. The company has its operation only
in England where they have 497 stores in the year 2021. They provide number of quality goods
and services to maintain customer satisfaction and a brand reputation. They are mainly dealer of
food clothing, petrol, books and magazines. The company deals with the brand safe way which
they have took over in 2004. The customers are attracted towards the company due to there
reasonable Supermarket prices and effective and convening in facilities in all over the England.
The company fails to enter in new market due to not working as per the retail trends.
The trends in Retail Industry:
Retail Industry has broad natures which are affecting much Organization in this industry.
Retail Trends are most common and necessary to look at. This industry is mainly close to the

customers with cells almost every product which an individual require in the day today needs.
There for many Trends are affecting the industry which are described below:
Trend of digital technology: it is the most ongoing trend in the market. Working on digital
platforms is become necessary to connect with customers learn their needs and wants solve their
queries and provide convenient deliveries (Husni, 2020). The retail Industries affecting with high
competition due to which this trend could become a positive insights for the retailers. Morrison
company is focusing on providing their goods through e-commerce platforms but it is affecting
the company you do not having proper IT management.
Omni channel marketing: it means that the organization needs to provide their product and
services through many platforms for customer convenience. It is become vital to target the
customer through diversified channels which will help in selling divisible products as well.
Morrison is not adopting this trend due to which they face problems in expansion.
Fast fashion: It is also the biggest trend of retail sector in which the Morrison is working. Fast
fashion is affecting the overall companies operation and production policies with suffered in high
cost detention (Sastradika, and Defrianti, 2019). It is also become a failure for Morrison as the
customers are becoming rigid in choosing product. It is need for the company to favourably
come up with new products to maintain a regular flow of great turnover and revenue.
Models of analysis
PESTLE analysis
This analyse helps in identifying external market factors which influence in the business
decision. The company could prepare strategies after reviewing all the factors that must be well
maintained. In context of Morrison to establish their position in the market, This analysis is
presented below:
Political: The factors show impact of current political systems in which all the taxes and
trade are included. The Morrison Company is affected with brexit policies in UK and they could
not be able to trade fairly in the European Union.

Environmental: This factor consist the impact of pollution hazardous practices affect the
environment and natural resources. Therefore the modify use sustainable practices like recycling
using and Re packaging.
Social: this factor creates emphasis on full feeling society needs by considering there
valuable factors like culture believe values and Trends (PRAYOGI, and YUANITA, 2018). The
Morrison need to focus on this factor in order to make new developments and provide diversified
range of products.
Technological: It is become a major concern for the Retail Industry of UK. The
Morrison is impacted with this factor due to not having much technological interferences. The
must use digital platforms to enable their reach to the different parts of the world.
Legal: It includes the legal obligation that impact on the organization working. The
Morrison follows the entire equality act 2010, Health and Care act and other employment rights
in order to create fair practices.
Economical: The Retail Industry of UK is highly contributing in the economy which
gives rise to its expansion and development (Budiastra, Erlina, and Wicaksono, 2019). Morison
is one of them as they acquire hi revenues and give competition to other firms.
SWOT analysis
It helps in identifying the most strong point of the business that will lead to overcome the
weakness (Taub, and Azevedo, 2018). The opportunities will create benefits from the internal,
market condition. Also, the threats must be identified and actions must be taken effectively. In
context of Morrison, it has presented below:
Strength weakness
 The Morrison has great repeated brand
name which creates a hike into the
market.
 The company deals in quality goods
within affordable prices that are the
most desirable element for the
 The company does not have reached
into the international market due to
which they lack with the opportunities
internally and externally (Theobald,.
and Ramsbotham, 2019).
 Morrison sometime fails to deliver right

customers (Gholam, 2019). product at the right customer due to
improper supply chain
Opportunities Threats
 The Company has opportunity to
develop great Technology Services in
terms of AI, website and social media.
 They have great financial investment
which can be put in foreign markets
them for collaboration.
 Covid-19 is the most affected threat for
Morrison which has reduced the
revenue.
 Competitors are always a barrier for the
Morrison which leads to hinders their
operations to be market leader.
Primary research
It is an important area to conduct research in accurate and reliable form. It provides
realistic and fresh data which is collected in the form of questionnaire. The sample size taken is
10 employees of the Morrison Company.
Questionnaire
Q1. In your viewpoint, is it effective to learn about the trends of market?
Yes
No
Q2 what are the recent trends that are affecting the Morrison?
Digital technology
Fast fashion
Omni channel marketing
Q3. Does the company Morrison getting impacted with the trends in their expansion.
Yes
No
Q4. Which strategy is most prominent for Morrison to eliminate negative impact?
Create more sustainable supply chain’

Focus on ongoing customer demand
Interpretation
Q1. In your viewpoint, is it effective to learn about the trends of market? Frequency
Yes 9
No 1
Yes No
0
1
2
3
4
5
6
7
8
9
Frequency
Frequency
Interpretation: It has interpreted that as per 9 viewpoints it is affective to learn about market
Trends for the organisation. Where as one individual is not in favour of this statement.
Q2 what are the recent trends that are affecting the Morrison? Frequency
Digital technology 5
Fast fashion 2
Omni channel marketing 3

0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Frequency
Frequency
Interpretation: As per the graph, the most recent trend which is affecting the Morrison is digital
technology and then Omni Channel Marketing and fast fashion. 5 individuals voted for digital
technology that must be taken into consideration.
Q3. Does the company Morrison getting impacted with the trends in their
expansion.
Frequency
Yes 6
No 4

Yes No
0
1
2
3
4
5
6
Frequency
Frequency
Interpretation: The presented data has shown that 6 people believe the Morrison is getting
impacted with the trends which has stopped their expansion. The Other four and not in favour of
the statement.
Q4. Which strategy is most prominent for Morrison to eliminate negative
impact?
Frequency
Create more sustainable supply chain’ 5
Focus on ongoing customer demand 5

0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Frequency
Frequency
Interpretation: The most appropriate strategy is to create sustainable supply chain as well as
focus on ongoing customer demand is the prospective of five people for each option.
Recommendation
Morrison should follow these recommendations and proposals for speedier growth, there are
effective solution which needs to be taken care in the competitive world.
 A more dynamic, and efficient supply chain. The business must create a fair policy and
put it into action to ensure that human rights are respected. In order to improve its
products and services, the business can take advantage of or receive assistance from
foreign governments. Every three months, a professional team or expert must visit the
factory floor to improve the supply chain and manufacturing process. It will help the
company to involve fast fashion.
 Visiting a factory or manufacturing sector can be viewed as a surprise visit as well as a
critical examination for measuring, monitoring, managing, and controlling labour
conditions. It takes a significant investment in automated warehouses and proximity
sourcing to make a supply chain effective. Other legal laws can help with law
enforcement in this regard, but they are unable to spend because to a lack of funds the

each organisation must make the required investments to ensure that its employees are
safe and protected. With this, if the labour or employees over there are happy and safe,
this will have a beneficial effect on efficiency, resulting in increased profit for Morrison.
 The business must recognise that the industry is changing, and that relying on their old
school supplies to keep the relationship going will not be effective. They must consider
changing it rapidly in their supply chain management and utilising the competences of
their internally project as well as the networks of physical stores that creates multi
network to build it new which will create competition for the rivals.
 The Morrison needs to invest more in providing good opportunities to their employees
through giving digital solutions like working from home remote working and giving
guidance on employee portal. This will help them to work in critical situation of Covid-
19and give a favour to the company.
 The Company needs to create expansion strategies by generating great revenues from UK
market and invest for different market entries mode. Therefore it will be effective to
expand in other locations and grow their sales and profits.
 A company is required to a certain better growth for the market through focusing on
ongoing Trends and opportunities. The more they will focus on Trends like digital
technology and Omni Channel Marketing they will get closer to the success. The most
invent in both physical and online stores through dealing with other brands as well.
CONCLUSION
The report has concluded that a Retail Industry and its business environment is
surrounded with many factors both internal and external. There are many reasons for the failure
of company in the Global market that would impact on their future strategies. Therefore it is
required to analyse the results in the initial level so the company could take better actions. In this
report there is analysation of the retail trends which become a necessity and reason for failure.
Therefore, the company needs to invest in both physical and online channels to attract huge
public and make expansion. The pestle and Swot analysis has helped to find the impact of Covid-
19 and Brexit.