Evaluation of Strenghts and Weaknesses of Morrison Supermarkets

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Evaluation of Strengths and Weaknesses of
WM Morrison Supermarkets

Complied by: Karolis Petkus
Student number: 2903678
Course tutor: Ian Edwards

2009
Contents or page index:

• Introduction …………………………………………………………................ p. 3 • Background ……………………………………………………………….……p. 3 • Current strategy ……………………………………………………………...…p. 4 • Strengths …………………………………………………………………….p. 5, 6 • Weaknesses …………………………………………………………………….p. 6 • Opportunities ………………………………………………………………...p. 6, 7 • Threats ……………………………………………………………………….p. 7, 8 • Conclusion ……………………………………………………………………..p. 8 • Appendices ……………………………………………………………………..p. 9 • References ………………………………………………….............................p. 10

Introduction

Wm Morrison is one of the most popular retailers in UK and it offers a great price and quality of food. For me, as a student and an athlete always looking for fresh, healthy food at good prices it is on of the best options to choose. That is why I have chosen this company to evaluate. Also, I will be able to find some new information about Wm Morrison, which will be useful for me as a customer. The essay includes information about background, current strategy, strengths, weaknesses, opportunities and prospects. Background

Wm Morrison was founded in 1899 by William Morrison, an egg and butter merchant. Now, it is one of the largest supermarket chains in the UK, offering a vide range of goods including other brands and own label products. The company is headquartered in Bradford, the UK and employs about 124,530 people. And it has assuranced to create about 5000 jobs this year. It operates over 382 stores and 287 petrol stations all over UK. With such a growth Morrison became a member of the "Big Four" grocery retailers.

http://www.guardian.co.uk/business/2009/jan/13/morrisons-supermarkets (15/11/09) www.morrisons.co.uk/Corporate/About-Morrisons/Company-history1/ (15/11/09) Current strategy

Wm Morrison has a vision called ‘Food Specialist for Everyone’. It has three different brand values: Fresh, Value and Service. Those three values should give them flexibility to react to market changes and customer tendencies. Brand values:

Fresh
The Company’s aim is to prepare more freshly food than any other retailer. That’s why they have more staff preparing food than others. The company is strong by having their own factories, production facilities and distribution network. With these facilities they can get food to stores faster so that it is always fresher. Value

Value is the key to the vision and is very important in the market conditions. They offer quality and freshness at a price which people like. Their offers are about saving customers money. And their prices are great value across the ranges. Service

Because they have their own distribution network, they can be sure that the right products are always available for our customers. The staff is well skilled so they give customers what they want – fresh food served by helpful, friendly, well-trained people.

http://lispac.lsbu.ac.uk/record=e1000089 (15/11/09)
Strengths
Financial performance
With high revenues of £14.5 billion, Morrison is UK's fourth largest food retailer. The company operates 382 stores and serves 10 million customers every week. According to TNS market research, it has a market share of 12.3 % in the grocery market. Morrison has achieved numerous of awards in 2008, including "Retailer of the Year", the "Grocer of the Year" and many others. It develops the brand image of the company and provides a competitive lead. Vertically integrated operations

Morrison is unique food retailer because it is the only one which owns and runs fresh food making and processing abilities. This company has 12 manufacturing places in the UK and a vide transport park. This is how the company provides economies of scale at a high level and is solid in its operations. Focus on...
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