Strategic Analysis of Morrison Supermarket: Business Strategy Report

This report provides a comprehensive analysis of Morrison Supermarket's business strategy. It begins with an introduction to business strategy and its importance, followed by an examination of Morrison's mission, vision, objectives, goals, and core competencies. The report then explores the factors influencing strategic planning, such as innovation, communication, culture, and engagement. It delves into the effectiveness of techniques like the SPACE and BCG matrices in developing strategic business plans. The analysis includes a strategic positioning assessment using SWOT analysis, an organization audit, and a stakeholder analysis. Furthermore, the report proposes a new strategy for Morrison, considering alternative strategies related to market entry, growth, and retrenchment. Finally, it addresses the roles and responsibilities in strategy implementation and the significance of SMART targets in achieving strategic goals. The report concludes with a summary of the findings and recommendations for Morrison's future strategic direction.

Business Strategy

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
1.1Business mission, vision, objectives, goals and core competencies......................................4
1.2The factors that have to be considered when formulating strategic plan...............................5
1.3Effectiveness of techniques used when developing strategic business plans.........................6
TASK 2............................................................................................................................................7
2.1The strategic positioning of organization by carrying out an organization audit..................7
2.2Environment audit..................................................................................................................8
2.3Significance of stakeholder analysis when formulating new strategy...................................8
2.4New strategy for a organization.............................................................................................9
TASK 3............................................................................................................................................9
3.1The appropriateness of alternative strategies relating to market entry, substantive growth,
limited growth or retrenchment ..................................................................................................9
3.2The selection of a strategy....................................................................................................10
TASK 4..........................................................................................................................................10
4.1The roles and responsibilities of personnel who are charged with strategy implementation
...................................................................................................................................................10
4.2 Implement the new strategy................................................................................................11
4.3Contribution of SMART targets to the achievement of strategy implementation...............11
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................12

INTRODUCTION
Business strategy helps in developing the performance of the company it can be evaluate
the business condition that can define by the analysis of the information. Effective strategy can
define the scope of the business in long term way that can help to achieve the effective target
and objective which can help to improve performance of the organization. It can be evaluate the
effective plan to do work effectively in organization to improve the productivity as well as
profitability. Business strategy can be evaluated the needs of the market and determine the
appropriate plan to run business effectively (Importance of Stakeholder Analysis in Management
Plans, 2017). Effective strategy can be drives in a long time of period which can help to chive
advantage and objectives of an organization as well as business enterprise. Business strategy is a
continuous process to determine the goals and objectives in the market which is determine by the
managers of an organization. It can make effective plan to evaluate the strategy that can help to
get effective target and increase their productivity. Morrison is a largest supermarket company
in UK. It was founded by the William Morrison it is a first distribution store in UK in
marketplace which is provide effective product and service to the customers. It is fresh food
centre which is include fish, meat, pizza, salad and cakes. It is specialized in food and retailers
sector in market to evaluate the effectiveness in market, Morrison can adopt effective strategy to
evolute the business in effective manner and invest their money in appropriate manner to
increase income as well as profitability. Morrison having long term debts to compete other large
supermarket chin to develop their performance and increase their market share. The fresh food ca
be increase according to market street. Morrison is a larger level of retailer that can evaluate the
effective performance to enhance their quality of the product in customers mind which can help
to reduce risk and increase profitability..
Effective strategy can evaluate the appropriate objectives and goals that can determine
the competitor of the organization. This report is based on the Morrison that can define the
quality of the product and define customers needs and wants to improve their service in order to
get satisfaction. Morrison is a supermarket company in UK which is define the better product
service to define the customers satisfaction in the market to reduce uncertainty so that they can
help to achieving their target in effective way. Business strategy can help to attract the customers
to get effective success in organization. Effective strategy is help to increase the growth of the
company and determine the effectiveness of the organization that can help to increase their

goodwill so that they can attract customers in the market to evaluatethe effective sales of the
particular product to achieve sustain target as well as organization (Teece, 2010). This report
have to determine the mission and vision of the company to effective target of the company to
achieve their effective target to improve their performance. Business strategy can be focus on the
company target and goals that how to get their objective in effective process. Morrison super
market company have to determine the mission and vision and evaluate the effective plan to get
success and take effective decision to improve their productivity as well as profitability in
market. It can also help to define the dynamic change in the organization which can be show the
choice of customer to get higher satisfaction in the market.
TASK 1
1.1Business mission, vision, objectives, goals and core competencies
In the organization they have to focus on better quality of product which can be used by
the customers. Morrison is a supermarket company which is evaluate the effective product to
evaluate the target of the company which is improve the performance of the organization. Is have
to focus of the mission can vision of the business todescribe the effective objective to define the
effectiveness in market to reach the target (Zott, Amit and Massa, 2011).
Mission- The mission of Morrison is show the better quality of the product which is used
by the customers. It can be certify the effective process to get target of the organization. It can
focus on the providing better service as well as product to service users that can help to get
higher satisfaction.
Vision- The vision of the Morrison is to attract large number of customers to improve
their performance of organization. It can define the whole information about the customers mind
that can help to attract them and it can increase the sale of the company to achieve the maximum
profitability.
Objectives- The main objective of Morrison is to attain effective success and increase
productivity of organization toachive appropriate target
Goals- Goals of the super market company is provide effective service to get appropriate
satisfaction of the customers that can help to achieve effectevtive target and evaluate the needs
and wants of the service users to improve their performance andshow effective goals which can

make effective process to run business effectively (Verbeke, 2013). goals and objective refers to
short rrange plan that can relate to the long term planning of the Morrison.
Core competencies- The core competencies of the Morrison is established better quality
of the product as compare to their competitors and evaluate the effectiveness in the organization
that can help to increase the growth of the organization s well as business entity. It can show the
better brand image in customers mind so that they can build trust regarding the organization.
1.2The factors that have to be considered when formulating strategic plan
In the organization, there are effective factor which influence plan of business to increase
performance of Morrison. Effective strategic plan have to formulate in the organization so that
they can increase their productivity in effective manner. There are some elements which can be
implemented in the organization to get effective success:
Innovation- In the organization, they have to define new product which can be effectively
formulated in the business that can help to achive higher success in the market and it can help in
satisfy customers need in effective way (Teece, 2010). Every company established the effective
product which can be used by the customers so that the company have to shoe the effective
things to attract customers to get success in the market which can help to formulate strategic
plan to achieve their appropriate target.
Communication- Communication is an important process to convey information to one
another so that it can help to coordinate with employees in organization.. Effective
communication helps to define problem of the company which can help in overcoming the
hurdles. Effective strategy plan is required to have proper communication which so that
information can be exchanged and success can be derived. Morrison have to do effective
communication in all level of people that can help in understand all the information regarding the
business activity so that they can evaluate effective target and achieve appropriate target of the
organization and improve their performance of the business.
Culture- Culture can be show the behaviour of the Morrison regarding the customers so
that they can help to provide effective service to their service user to get effective profitability in
organization to improve their performance (Spender, 2014). it can help to formulate the effective
plan which is define the effective plan to do work in effective manner.
Engagement- Engagement can define the effective plan of the organisation which is done
by the all level of employee to achieve their goals and objective of the Morrison. In this process,

they have to done effective work and make effective plan to run the business effectively to
achieve their predetermine target.
1.3Effectiveness of techniques used when developing strategic business plans
In the organization, there are some effective techniques which is develop the business
plan to evaluate the performance of the company as well as business entity:
SPACE matrix- SPACE matrix can be define the action process of matrix that can be evaluate
the strategy management which can focus on the competitive position. It is tools to determine the
effectiveness of the organization to improve their effectiveness and productivity of an
organization (Slack, 2015). It is very useful techniques for the organization to develop plan of
organization. It can be include internal and external factor to evaluate the effective strategy:
External factor- In the Morrison the external factor have to include the attractiveness of the
industry that can help to improve their performance of the company. It can be evaluate the
environmental stability that can help to achieve their effective target and improve their
performance of the organization.
Internal factor- In Morrison company can be evaluated the competitive advantage of the
organization which can help to increase their service which is provide to the customers and
service under to get effective profitability of the company. In internal factor of the SPACE
matrix that can be evaluate the financial growth that can be evaluate the performance to the
organization. it can be evaluate the return on sale and cash flow of the company that can help to
maintain their performance of the company (Scullion and Collings, 2011).
BCG matrix define the growth of the organization to develop their performance and it can
be analysis the product to help in achieving the gain of the Morrison . It can explain the portfolio
units which can be introduce the level of growth of the organization. It can be evaluate the
DOGS which can show the weak market share to define the low growth market which is
determine low profit but best profit which can be effectively use in the market. Cash Cows show
the competitiveness in the market it also gain the income process to certify the effective process
with low growth market. Stars can be define the high share and high growth in market which is
evaluate the lots of investment and attain effective success in the market place.

TASK 2
2.1The strategic positioning of organization by carrying out an organization audit
In the organization, they have to explain the SWOT analysis to determine the
organization audit and show the strategic positioning of Morrison that can help to reach the
target:
Strength- In this organization, the strength can be define the number of employees in
their company that can be determine the effective product service to customers and get effective
satisfaction in over here. Strength have evaluate the customers satisfaction that can be help in
improve company performance as well as as productivity in other countries. The strenght of
Morrison to evaluate good and better business strategy. (aunders, 2011).
Weakness- Morrison is a supermarket company that can be certify the hioghr trasport
cost to export and import product in one country to another. . company can be define the higher
completion for the other organization to get effective growth in market and it can help to increase
the market share and goodwill.
Opportunities- Opportunity can be show the effective scope of different product which
can be used by the customers to satisfy their needs as wants and enhance diversification. The
main purpose of this company to enhance as well as expand their product in market as well as
customers mind so that they can improve their quality as well as performance to get effective
result in organization.
Threats- Threats for the Morrison’s is the similarities between same products as compare
to the well established company. Another threat is that the firm competitors are providing same
product in low cost. This will further affect the profitability and sales of the company. .
The report based on the Morrison company which is evaluate some organization audit to
get effective result in organization to improve their quality as well as performance:
Position audit- Position audit can be define the present report of the organization to
evaluate the effective use of resources as well as brand of the product to achieve their goals and
objectives.
Resource audit- resource can be define the effective of the product by the customers. It can
be show the effectiveness in the organization (Reimann, Schilke and Thomas, 2010).

Porter's five force model
Competition in the industry: This states that more the number of competitors in the market
and if they are offering the same product than the company will have little power in this situation
as suppliers and buyers have a option to go elsewhere if you don't provide them good deal.
Threat of New Entry:- If the company has poor control over its products or technology
than this will give advantage new companies to enter in that market.
Supplier Power:- This force cite that suppliers can control the price factors if the suppliers
are fewer in number in the market.
Customer Power:- Customers have a power to drive price down and it is affected by how
many buyers company have. Smaller and more powerful a customer base, the more power it
holds.
Threat of Substitutes: If a company is providing a product or service which can be replaced
with another product or service by performing the task manually and if the substitution is easy
and low cost than it will reduce the power of the company.
2.2 Environment audit
In organization, the environmental audit is important to define the effective performance
of the Morrison. They can define the PESTEL analysis:
Political analysis- Political analysis is explain the effective policy and law which affect
to the organization. They have to determine political issue to get effective result of the Morrison.
It can be explain the tax rate, government policies. Morrison offer the opportunities of job to
unemployed.
Economical analysis- it is a effective analysis to define the change in the economy. In
this organization they have to show their environmental audit to achieve their target and get
effective result. It can be include demand, profit which is important for the Morrison.
Social analysis- In Morrison, social analysis focuses on society needs and wants. It is
effective in fulfilling the customer’s needs and wants according to their demand and provide
product and service to the service user to achieve higher satisfaction by them (Reich and
Benbasat, 2013).
Technological analysis- Technological analysis can be evalaute the proper techniques to
which verify the problems in Morrison and it can help to increase the knowledge and skills of
the employees to do work effectively in company.

Environmental analysis- In this analysis that can be define the environmental factor to
resolve problem as well as hurdle to get effective target and improve effective performance of
the Morrison. They can concern with satisfaction of the stakeholders.
Legal analysis- Legal analysis can be define the effective and proper work to get effective
environment policies and legislatives. that can help to effective result in organization. It can legal
for the Morrison as well as government and customers mind to achieve appropriate result.
2.3Significance of stakeholder analysis when formulating new strategy
In each and every company, stakeholders are necessary and they are an independent party
with whom each of those who make a wager deposits for the money or counters wagered. It is a
person with an interest or concern in something, especially a business. Stakeholders can affect or
affected by the actions, objectives as well as policies of the business entity. Different
stakeholders in the Morrison’s are:
Consumers: The employees of the firm have to meet the needs and wants and also have to
deliver the outcomes. So, they have to make the changes in the existing products and services
according to the requirements which will help in generating more revenue (Ramamurti, 2012).
Employees: The staff members of Morrison have to have to use collective process which helps in
providing the best and qualitative services which assist in increasing the efficiency.
Suppliers: The are the main stakeholders of the firm as they are providing the raw material to
them and by using that they can make best merchandise which succour in raising productivity.
Society: The employees or higher authorities of Morrison’s have to do proper care of their
consumers or members of society and also have to identify the needs and wants of the society
members so that they can attract more members by fulfilling their desires.
Shareholders: The owners of Morrison’s provide proper support to them which helps in
maximising the values of shareholders by delivering them more profit so that they can invest
more.
2.4New strategy for a organization
Morrison have to include effective strategy of Ansoff Matrix which can be evaluate the
effective and new strategy that can adopt y the Morrison which is Development of the product
is also part of the Ansoff matrix which can be evaluate the effective product that can be used by
the service user according to demand (Stakeholder Analysis. 2017). It can involve innovation
product that have to be provide to customers and it can help to increase the growth. It can meet

to the customers needs and wants in the Morrison which is provide a new produxct to the
customers to get satisfaction. It can help to generate the revenue and effective opportunity to the
employee that can help to expand the business.
TASK 3
3.1The appropriateness of alternative strategies relating to market entry, substantive growth,
limited growth or retrenchment
Morrison can be established the effective strategy which is related to market entry,
growth with the help to Ansoff matrix:
Market penetration- the company Morrison can be show the marketing penetration which
is evaluate the effective product and service in them market which can help to cost analysis like
deceasing the price in the market that can define the competitor of the company.
Market development- the Morrison Company can regulate the development of market to
increase business growth that can help to improve performance of the company (Naidoo, 2010).
Product development- Morrison Company can help establish effective product to their
customers to get higher satisfaction in market.
Diversification- Diversification have to evaluate the increase market share to decide the
new product in market and evaluate the effectiveness to grow the business.
3.2The selection of a strategy
The company is required to adopt the product development strategy which can examine
the effective as well as new product that can help to increase production and satisfy their
customers to improve performance in the market. Morrison can evaluate the product
development strategy to increase the growth of the company and show the effective service and
product to the customers so that they can used effectively and get satisfaction by the company
product. Product development is important of the every market to evaluate the large number of
customers to buy the effective product to fulfil their needs and wants. Product development
include the new product in Market to provide effective service to the customers and stratify
their needs to achieve appropriate profitability in Morrison. Basically it is related to the new
product and new market.

TASK 4
4.1The roles and responsibilities of personnel who are charged with strategy implementation
Manager of any organisation aids in managing all activities in a proper and systematic
manner. Hence, it is the moral duty of a manager to look over on each and every act through
which all the operations get done in a proper manner. it can be evaluated the effectiveness as
well as efficiency at organization.. Along with this, the production related acts also have to be
conduct in a proper manner (Meskendahl, 2010). So it is a moral duty of manager to implement
all the strategies in an appropriate manner which are formulated by the top authorities.
The role of a manager is to guide all of their employees in a proper manner so that all things
went in a positive man For any production related activity some resources are required through
which proper work can get done. Hence top management while formulating strategies also take
into account the resources through which all projects get accomplished in a systematic manner.
As per the discussion resources are necessary elements which plays an important role in success
of any organisation (Hoejmose, Brammer and Millington, 2013). According to an organisation
context resources through which all operation related acts get done are human resources,
adequate funds etc. are some necessary elements through which every project get accomplish.
Along with these things shareholders trust is also en essential component because they are the
real owners of a company.
Also a firm utilise the society resources so it is their major duty to take care about their interest
also. A small description about resources which are helpful in making survival of an entity are as
follow: Human resources: It is a moral duty of a firm to utilise all their employees in a proper
manner. For this purpose they have to provide them proper training which is beneficial
for their long run purpose. Also the main purpose is to promote their individual
development as well as overall organisational development. Adequate fund: This is one of the essential component because without finance neither
of the act get done in a proper manner (Govindarajan and Ramamurti, 2011). This
activity get completed with the help of adequate funds which are arrange by the
shareholders of an organisation.

4.2 Implement the new strategy
There are three types of resources which is implement a new strategy in Morrison:
Human resources- Morrison have to involve human resources to maintain as well as
implementation a specific strategy that can increase the performance of the company. It is
basically related on the HR who is able to define the knowledge and improve productivity to get
effective result.
Financial resources- Morrison cab be evaluate the financial resources the can help to make
effective strategy to show the effectiveness in organization. Financial resources involve the debt
and equity which can be evaluate the effectiveness in the organization. Equity is more important
because there are no interest cost that can help to increase the productivity in market.
Time and material resources- in Morrison company the effective strategy can be define the
specific time and material which can use in implementation of strategy. It can be evaluate
effective performance of the production process to develop the strategy to get effective result in
company.
4.3Contribution of SMART targets to the achievement of strategy implementation
The goals and objectives fixed by the organisation for the future of the organisation is
referred as the SMART targets . The SMART targets of the company must be measurable with
the criteria established to attain the objectives of the organisation within the time frame effective
and efficiently and the goals and objective must be realistic in nature. Morrison have to specify
the targets and the objectives so that the actions that have been taken by it will not go in vain.
Importance of the SMART targets for the organisation:-
The targets of the organisation must be specified by the company, the targets have to
evaluate in respect to what the organisation has to achieve in the future. Unspecified targets
cannot be achieved by the organisation the unspecified target will lead to waste of the time and
money of the organisation (Amit and Zott, 2012). SMART objectives able to motivate employee
to get effective goals in Morrison.The targets specified by the organisation must be measurable
in the nature which will help the organisation to measure the effectiveness and any leakage in the
attain the targets. The SMART target have to specified that the company can measure,
attainable, realistic and time based so that the company attain specific target to get success.

CONCLUSION
The above report of Morrison has been conclude that the business strategy have to be
effective for the every organization to get effective and appropriate result. It can be define the
effective satisfaction by the customers to use appropriate product to fulfil their needs. Morrison
have to evaluate the effective strategy to improve their performance and productivity that can
help to achieve their target and increase growth level. The effective strategy related to the
appropriate analysis of the environment which include higher satisfaction of the customers.
Morrison have to evaluated the product development strategy that can help to increase the
productivity in market.

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