MORRISON'S PLC

Morrison's PLC



EXECUTIVE SUMMARY

Morrison's is amongst the largest retails chain stores of UK and ranks as a fourth largest Store. Tesco, ASDA and J Sainsbury are the top three competitors of Morrison's. Morrison's have outclassed all the three stores above in terms of growth and profit margins. Morrison's also have an excellent value proposition for the store customers which induce repurchase behavior among the customers and increase the footfall of the store as customers also tag along referrals. The assessment of competitive elements of the Morrison's PLC showed the strong and attractive components which are not offered by any other store. Morrison's is offering Street Market, Trained and qualified staffs, which provides knowledge and information to the customers along with the quality shopping experience. Morrison's have also provided the value prices to the customers at the times economic downturn which depicted the caring attitude of the company towards the customers in difficult times.

The core competencies of the company are the aggressive growth and expansion strategies, which are carried out by the company in order to expand its base in United Kingdom giving tough times to the competitors. Extensively and rigorously carrying out the CSR activities in the region helps in maintaining reputation and keeps Morrison's in the limelight. Morrison's growth is among the key competencies and it has outperformed in the sector and outclassed the competitors. The company has developed alternative to energy, which manages the energy consumption in the stores according to the level of customers present. This initiative helps in reducing the costs and increasing the margins for the company.

WM Morrison' PLC

Assessment of competitive elements and core competencies

Introduction

Background on company and industry

The fourth largest retail store in UK is Morrison's PLC. It has 475 outlets across UK and has an average covered area of 3000-40000 square meters. The average weekly customers of Morrison's amount to 11 Million. Morrison's have a large workforce consisting of 131000 customers which are serving across the 75 stores of Morrison in order to cater the huge customer footfall of Morrison's (Annual Report 2012).

Morrison's have laid an emphasis on provision of fresh food to the customers. The super stores also have own brands in food and beverage category. The special segment of Morrison supermarket is Market Street, which caters to the needs of the customers according to their demands and requirements. The food preparation is done according to the needs of the customers. Highly skilled butcher, fishmongers and bakers are employed in the segment that is well aware of the product knowledge and meet up to the expectations of the customers. Morrison's obtain its supplies from the process of backward integration as it had its own suppliers who cater the needs of the stores. Morrison's has a diverse business portfolio comprising of photo printing and processing, fuel stations and laundry services. Morrison is holding company comprising of mix of subsidiaries.

Retail Segment of UK

The retail sales have shown an upward trend and have increased by ...