Description
SWOT ANALYSIS OF MORRISONS
Morrisons
Parent Company
Wm Morrison Supermarkets plc
Category
Retail industry
Sector
Lifestyle and Retail
Tagline/ Slogan
Fresh for you every day; Fresh choice for you
USP
Selling quality fresh goods across the country STP
Segment
Those who look for price, convenience and freshness.
Target Group
Households
Positioning
Having a food offering with broad appeal from Aldi to Waitrose. SWOT Analysis
1. An efficient supply chain and distribution network 2. Large product portfolio 3. One of the big four supermarket companies in UK 4. Has over 450 stores in UK with an employee strength of over Strength 130,000
1. Limited geographical reach as compared to some other big brands Weakness 2.Suffers from Product recall
1.Growing market for organic products 2.International expansion Opportunity 3.Rising demand for private labels
Threats
1. Increasing market share of competitors. 2.Increase in taxes and change of Govt policies
3.Rise in manpower costs Competition
1.Tesco 2.Asda Competitors 3. Sainsbury’s
doc_312699062.docx
SWOT ANALYSIS OF MORRISONS
Morrisons
Parent Company
Wm Morrison Supermarkets plc
Category
Retail industry
Sector
Lifestyle and Retail
Tagline/ Slogan
Fresh for you every day; Fresh choice for you
USP
Selling quality fresh goods across the country STP
Segment
Those who look for price, convenience and freshness.
Target Group
Households
Positioning
Having a food offering with broad appeal from Aldi to Waitrose. SWOT Analysis
1. An efficient supply chain and distribution network 2. Large product portfolio 3. One of the big four supermarket companies in UK 4. Has over 450 stores in UK with an employee strength of over Strength 130,000
1. Limited geographical reach as compared to some other big brands Weakness 2.Suffers from Product recall
1.Growing market for organic products 2.International expansion Opportunity 3.Rising demand for private labels
Threats
1. Increasing market share of competitors. 2.Increase in taxes and change of Govt policies
3.Rise in manpower costs Competition
1.Tesco 2.Asda Competitors 3. Sainsbury’s
doc_312699062.docx