The paper "The Strategic Plan of Morrisons" is an outstanding example of business coursework. Morrisons is a UK-based multi retail brand which has a chain of supermarkets and they have been in operation for a long time. They are one of the oldest players in the market. Having said that, they have recently been facing a lot of competition. This report will look into the strategic plan of Morrisons and also look at the marketing environment will the help of the various marketing tools. Once the environment has been discussed, we will be discussing the strategy that can help bring back Morrisons to becoming the largest market player in the UK market. Supermarket Industry in the UKBefore starting with the business strategy discussion, let us first look into the competition and the market industry at large.
It is important to realize the current scenario because, based on this understanding, we will comment upon Morrisons' business strategy. According to the research conducted by IGD, for as long as ten years, the general UK grocery market has been expanding steadily. The aggregate grocery market had developed from £ 104 billion in 2003 to £ 154 billion in 2013.
On the other hand, in the late years, the UK grocery market has confronted more vulnerabilities, such as budgetary emergencies, high unemployment, tight family unit plans, etc. Even though the UK grocery market couldn't totally dispose of these instabilities' effects, it still has gained a sensible growth rate. The grocery market was worth £ 154 billion for 2013, an increment of 5% in 2012.Nourishment and grocery use represents 0.64 pence in every £ 1 of retail using. 34 p in every £ 1 used on sustenance & grocery is used in accommodation stores.
Hypermarket, supermarkets & superstore is the biggest part among all the 4 divisions, and in 2013 represented 84% of the aggregate grocery deals. Accommodation retail is the second biggest segment, and in 2013 represented around 32% of the aggregate grocery deals.
Ahern, D. (2014). Codification of Company Law: Taking Stock of the Companies Act 2006. Statute Law Review, 35(3), pp.230-243.
Andersen, T. J. (2009) Strategic planning, autonomous actions and corporate performance. Long Range Planning, 33, 184-200.
Dyson, R. (2010) Strategic planning: modes and analytical techniques, 6th ed. Oxford: Blackwell Publishing
Goksoy, A. and Ozsoy, B. (2010) Business Process Reengineering: Strategic Tool for Managing Organizational Change an Application in a Multinational Company, International Journal of Business and Management, 22: 256-264.
Hall, R. (2011) "The strategic analysis of intangible resources" Strategic Management Journal, 13, 135-144
Kalmárová, Z. (2012). Sainsbury’s vs. Morrisons - An Investment Decision Based on Financial Analysis. FAI, 3(3), pp.17-28.
Lee, G. K. (2009) Relevance of organizational capabilities and its dynamics: What to learn from entrants’ product portfolios about the determinants of entry timing? Strategic Management Journal, 29, 1257–1280
Makadok, R. (2011) Can ﬁrst-mover and early mover advantages be sustained in an industry with low barriers to entry/imitation? Strategic Management Journal, 19(7), 683–696.
Mennen, M. (2011) Private label brands are a threat for high value manufacturer’s brand such as "Charmin"! 4th ed. London: Palgrave Macmillan.
Newburry, W. (2010) Organisational attractiveness is in the eye of the beholder: the interaction of demographic characteristics with foreignness. Journal of International Business Studies, 37: 666-686.
Nowak, L. and Anderson, S. (2009) 'The importance of non-financial performance measures in wine business strategy' International Journal of Wine Marketing, 11 (3), pp. 9--19.
Porter, M. (2010) ‘From competitive advantage to corporate strategy’, Harvard Business Review, May-June pp 2-21
Rhyne, L. C. (2009) “The relationship of strategic planning to financial performance,” Strategic Management Journal, 4, 319-337
Skrainka, B. (n.d.). The Geography of Grocery Demand in the UK: An Evaluation of the 2003 Morrisons-Safeway Merger. SSRN Journal.