Morrisons Swot
SWOT
Strength:
• British brand for Britain i.e. use of local produce promoting and investing in the local economy
• among the oldest and largest food produce retailer with a 100 yr long history, 4th largest British food retailer
• Assets i.e. factories & private manufacturing sites, stores 403 nationwide, company vehicles, capital, employees (124,000)
• Celebrity campaign adverts i.e. Richard Hammond, use of familiar face to advertise the company in a celebrity obsessive society.
• Emphasis on procuring and distribution of quality British product at competitive price compared to competitors
• Acquisition of new stores and expansion of the company, steady rise in company profits in recent years
Weakness:
• Company focus mostly on food products while the market share for daily goods, accessories and pharmaceutical are being over taken by competitors .i.e. Tesco, Asda
• The economic crisis- means possible customers cannot afford to spend their income quickly and will prefer for a better value before making sale
• The company as many other major supermarkets are essentially working in a negative working capital meaning its always in debt
• Company lagging behind in implementing its digital services to its customers compared to the major competitors such as Tesco who’ve had their online service operation for several years now
• Globalization means cheaper and equally quality product can and are being sold by the stores competitors at competitive price
Opportunity:
• Branching out into other business ventures like pharmaceuticals, opticians, electronics, entertainment goods, clothes and many more
• Focusing more on customer satisfaction and ease of convenience in order to portray the company in a positive manner
• Special deals and offers on common consumer goods as in food stuff & hygiene, during such economic instability to present solidarity and understanding towards the customers
Threats:
• Adverse weather conditions such as snow
Strength:
• British brand for Britain i.e. use of local produce promoting and investing in the local economy
• among the oldest and largest food produce retailer with a 100 yr long history, 4th largest British food retailer
• Assets i.e. factories & private manufacturing sites, stores 403 nationwide, company vehicles, capital, employees (124,000)
• Celebrity campaign adverts i.e. Richard Hammond, use of familiar face to advertise the company in a celebrity obsessive society.
• Emphasis on procuring and distribution of quality British product at competitive price compared to competitors
• Acquisition of new stores and expansion of the company, steady rise in company profits in recent years
Weakness:
• Company focus mostly on food products while the market share for daily goods, accessories and pharmaceutical are being over taken by competitors .i.e. Tesco, Asda
• The economic crisis- means possible customers cannot afford to spend their income quickly and will prefer for a better value before making sale
• The company as many other major supermarkets are essentially working in a negative working capital meaning its always in debt
• Company lagging behind in implementing its digital services to its customers compared to the major competitors such as Tesco who’ve had their online service operation for several years now
• Globalization means cheaper and equally quality product can and are being sold by the stores competitors at competitive price
Opportunity:
• Branching out into other business ventures like pharmaceuticals, opticians, electronics, entertainment goods, clothes and many more
• Focusing more on customer satisfaction and ease of convenience in order to portray the company in a positive manner
• Special deals and offers on common consumer goods as in food stuff & hygiene, during such economic instability to present solidarity and understanding towards the customers
Threats:
• Adverse weather conditions such as snow
Bibliography: .http://www.thisislondon.co.uk/news/article-13145969-morrison-sells-safeway-branches.do Lyndsey Turner, Tuesday 21st February 2006, Giants stalk the high street [on-line] available from .http://www.guardian.co.uk/education/2006/feb/21/learnlessonplans.secondaryschools Ed Owen, 7th January 2011, Morrisons’ commercial chief challenges Asda [on-line] available from .http://www.marketingmagazine.co.uk/news/1048156/Morrisons-commercial-chief-challenges-Asda/ Kantar World panel 1st February 2011 UK: Waitrose and Aldi gain share as market diverges [on-line] available from http://www.just-food.com/news/waitrose-and-aldi-gain-share-as-market-diverges_id114063.aspx, .The big four retailers- source Date and Author unknown, list of supermarket chains in the United Kingdom [on-line] available from http://en.wikipedia.org/wiki/List_of_supermarket_chains_in_the_United_Kingdom