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Morrisons SWOT & PESTLE Analysis

ID : 52270853| Jul 2021| 15 pages

COMPANY PROFILE -Morrisons

Business Sector :Retail

Operating Geography :United Kingdom, Europe

About Morrisons :

Wm Morrison Supermarkets plc, is headquartered in Bradford, West Yorkshire, England and is the fourth largest chain of supermarket in the United Kingdom. It began as an egg and butter stall in Rawson Market, Bradford, England, in 1899 by William Morrison. The groups business mainly focuses on food and grocery. Half of the fresh food is sourced and processed by the group in its own manufacturing facilities and stores. Morrisons’s expert food makers and shopkeepers prepare food in-store for customers. 97% of UK postcodes are covered by the supermarket’s online delivery service. As of February 2021, Morrisons employed 110,000 employees in its 494 stores and served approximately 11 million customers per week. In 2021, Morrison extended its wholesale supply agreement with McColl’s to 2027. Furthermore, 300 McColl’s stores will be converted to Morrisons Daily in the next three years. After considering the improvements made by Morrison in its customer service, sales, innovation and supplier relations, Retail Industry Awards recognized Morrison as the Supermarket of the Year in 2021.
Morrisons unique selling proposition or USP lies in being the fourth largest chain of supermarket in the United States. Morrisons mission statement reads. “To make and provide food we’re all proud of, where everyone’s effort is worthwhile, so more and more people can afford to enjoy eating well.”

Morrisons Revenue :


$17,598 million - FY ending, 31st January, 2021
$17,536 million - FY ending, 31st January, 2020

Competitive Analysis of Morrisons

SWOT
PESTLE
SWOT analysis report for Morrisons essays the detailed business case covering strengths, weaknesses, opportunities and threats of this retailer which has is determined to face all odds through its prudent business strategy of "Fix, Rebuild and Grow". As the Company by and large operates only in Great Britain, considerable headwinds are expected due to the consequences of Brexit and currency shifts as the UK consumer remains resilient so far. Morrisons is the smallest of Britain’s largest four retailers but has been brilliantly competitive and earned fat returns for its investors and shareholders. The SWOT analysis report presents an interesting business case and competitive analysis for Morrisons which believes that scale rarely defines retail winners and losers.
Strengths
Weaknesses
1. Food making skills with strong distribution network and an efficient supply chain
2. Highly customer oriented with ‘MyView” features and “More Card” programmer
3. Large product portfolio and customization
1. Limited geographic presence
2. Delayed response to changes
3. Low customer recall of private label Morrison products and weak loyalty program sparking concerns
Opportunities
Threats
1. Establishing global presence and become largest grocery retailer in UK
2. Convenience, online and discount channels are fastest growing sectors in UK
3. Move into non-food retailing in the UK
4. E-commerce boosting growth in pandemic conditions
5. Morrisons to expand Amazon partnership as sales soar
1. Changing rules and regulations
2. Growing competition
3. Increasing technological risks
4. Morrisons’ rejection of £5.5bn offer may spark bidding war for grocer
5. Morrisons axes wholesale supply to independent retailers over driver shortage
6. In spite of spiraling sales, profits clipped by Covid costs
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Detailed SWOT Analysis of Morrisons

 

Strength

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Weakness

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Opportunity

1. Establishing global presence and become largest grocery retailer in UK: With growing competition, increasing globalization and digitalization, it has become necessary for a brand like Morrison to establish strong global presence. It has to follow an aggressive approach of mergers and acquisitions. After Safeway’s acquisition in the offline market and Ocado in the online market, there has been hardly any approach to expand within and outside UK boundaries. According to research by IGD, the total value of the UK Grocery Market will grow 10% to £19.1 billion to £211 billion, between 2019 and 2022. Groceries account for 16% of total household spending in the UK, making it the third largest area of expenditure. Hence, there is enough market opportunity for the company. New brands such as Aldi are quickly gaining market share by their good pricing and discounting strategy.

2. Convenience, online and discount channels are fastest growing sectors in UK: According to IDG, the UK grocery market is expected to be worth £165.9 billion in 2021, growing at a CAGR of 3.4% during 2016-2021. Online grocery shopping will remain the biggest growing channel with an increase of 68% over the next 5 years. By 2022 discounters will be worth £12.6 billion and convenience stores will remain the third fastest growing sector with sales increasing from 21.4% in 2019 to 22% billion by 2022. Morrisons should tap into smart shopping (shoppers using “smart” devices to buy their groceries), convenient collection (lockers at train stations) and competitive pricing (low cost delivery entices more people to use the service) to increase their market share from 10.4 %.

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Threat

This section is available only in the 'Complete Report' on purchase.

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References used in Morrisons SWOT & PESTLE Analysis Report

1. Morrisons Annual Report 2019 - https://www.morrisons-corporate.com/investor-centre/annual-report/

2. Morrisons Annual Report 2020 - https://www.morrisons-corporate.com/investor-centre/annual-report/

3. Morrisons becomes first large supermarket to reinstate Covid rationing - https://www.theguardian.com/business/2020/sep/24/morrisons-becomes-first-large-supermarket-to-reinstate-covid-rationing-purchase-limit-toilet-roll-empty-shelves

4. Morrisons launches new brand positioning with TV campaign - https://www.campaignlive.co.uk/article/morrisons-launches-new-brand-positioning-tv-campaign/1719715#:~:text=Morrisons%20is%20launching%20its%20first,vs%20Scotland%20Euro%202020%20tie.

5. Morrisons sales rise but profits hit by Covid costs – BBC News - https://www.bbc.com/news/business-54098315

The detailed complete set of references are available on request in the 'Complete report' on purchase.

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In-text: (SWOT & PESTLE.com, 2021)

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Morrisons SWOT and PESTLE analysis has been conducted by Udit Raina and reviewed by senior analysts from Barakaat Consulting - an Ezzi IT and Business Consulting venture.

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