Morrisons Analysis

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1.0 EXECUTIVE SUMMARY

This report presents a detailed strategic marketing analysis of Morrisons plc. The supermarket retailing industry has become highly competitive in the U.K and unlike other developed regions in the world, still shows potential of growth opportunities. However it is also vital to acknowledge that opportunities are available for only industrial players who are willing to provide high value for customers at competitive prices. From being a regional player, Morrisons have arrived at a major crossroads by acquiring Safeway supermarkets and it has come to challenge the major national and global competitors. As a result, it is critical to conduct a comprehensive marketing analysis in order to forge ahead.

The issues to be analysed, have been structured in a different sequence in contrast to that of given in my brief, for the purpose of facilitating the process of analysis.

0 INTERNAL ANALYSIS

1 AN INTERNAL AUDIT

1.1 Strategy

 The Generic Strategy (Michael Porter) analysis (PLEASE REFER

APPENDIX-2)

The Generic Strategy of the company has to be analysed as the initial step to identify the basis of its competitive advantage. There are three types of generic strategies (cost leadership, differentiation and niche), out of which one would determine the basis of its competitive advantage.

Morrisons as a whole could not be thought of as a niche player because it has the resources and the capabilities to compete on a broader basis.

Although the company differentiates itself from its competitors via its own-labelled products, the concept of `Market Street', etc, the core of its competitive advantage lies in its ability to provide c...

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...RELATIONSHIP ANALYSIS

LOYALTY

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SATISFACTION

APPENDIX 12

PORTER'S FIVE FORCES

APPENDIX 13

BIBLIOGRAPHY

 Lambin.J.J, Market Driven Management, Palgrave, 2000

 Kotler.P, Armstrong.G, Saunders.J andWong.V, Principles of Marketing, Second European Edition, Prentice Hall, 1999

 LBS, INSEAD, Kellog's and Whartom school of management, Marketing Masters, Financial Times, 2000

 Arnold.G, Corporate Financial Management, Ft Prentice Hall, 2002

 Drucker.P.F, Management Challenges for the 21st Century, Butterworth-Heinemann, 1999.

 The Economist, 1-7th November 2003, p 53-55

 www.ebusiness coach. Com

 www.morrisons.com

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