Morrisons Supermarket Essay

1253 words - 6 pages

Hand-in Assignment

A supermarket business founded by William Murduch Morrison back in 1899 starting as a wholesale egg merchant, then changed into a retail organization after becoming a private limited company. The company’s breakthrough happened during the 1960’s when Morrison’s first supermarket was opened, then followed by two other supermarkets, and during that period the Morrison’s ‘M’ logo was designed. More business grow occurred by the acquisition of Whelan Discount Stores and the development of new headquarters and other facilities, the business grew until to a point where the warehouse and distribution centre has become too small in the 1980’s, where the decision ...view middle of the document...

Product development can bring new choices to customers such as online retail and home delivery (e.g. Ocado). Diversification can bring more lines in the business such as the addition of clothing, electrical and other services (e.g. Sainsbury).
Porter’s Five Forces
Porter’s five forces help in analyzing and understanding the competition from external sources and the internal threats (Slack and Lewis, 2009).
The suppliers’ power is relatively low in the case of Morrison since they control their own supply chain and are mainly based on vertical integration. Besides that, the external suppliers are numerous and it is not a big issue for Morrison to switch suppliers.
The buyers’ power in this industry is always high and sensitive. It is easy for the buyers to switch mainly because the products in different supermarkets are very similar. Buyers are also sensitive to price and always seek for value. Products such as loyalty cards and promotions can also play a role in customers switching stores.
Rivalry in the industry is above medium, there are many competitors but on the other hand the industry can also be considered oligopolized since ‘the big four’ supermarkets hold 76.4% market share (Tesco 29.9%, Asda 17.5%, Sainsbury’s 16.7%, and Morrisons 12.3%) in January 2012 (BBC, 2012). Mainly the supermarket industry growth has become steady and little differences in product.
Threat of substitutes, when we are talking mainly about obtaining grocery, there are few substitutes, very few people buy or get their grocery from farms or other means beside the supermarkets. There is a population that would choose convenience stores at times, but then again, many of the convenience stores are now owned by the giant supermarkets such as the likes of Express Tesco.
Threat of new entrants can be considered low when it comes to new entrants due to huge capital requirements and economies of scale, the entry barriers are very difficult to sidestep, especially gaining market share and compete the ‘big fours’.

Marketing Strategies
Marketing Mix can be helpful in defining the choices and strategies the organization can take, the 4Ps (Product, Place, Price, & Promotion) can be used to evaluate the marketing strategy at Morrisons as a whole business using the available data (Kotler and Keller, 2006).
Product: with more than 27,000 lines at each store, Morrisons provide a wide range of products to the customer depending on store size and location, with some products meeting specific local tastes for e.g. regional beers (Williamson et al, 2004).
Place: until 2004, most of Morrisons stores were located at the north of England, after the acquisition of Safeway in 2004, Morrisons stores expanded all over England. Many of the stores were located nearby major roads (Williamson et al, 2004).
Price: according to researches by journals from Which? magazine in 1996, a...

Other Essays Like Morrisons Supermarket

Comparing The Moral Virtues Of Antony And Julian The Apostate

1103 words - 5 pages Roman emperor Julian the Apostate and Christian leader Antony both exhibited many qualities of character during their existence. Both of them led very distinctive lives although shared several ethical values. Book 25 of “The Later Roman Empire” and the book “Early Christian Lives” show concrete evidence of this. In the following essay, I will argue how both leaders’ lives were devoted to their religious beliefs and their mutual cardinal virtues

Living In A Cashless Society Essay

1637 words - 7 pages Money in a traditional sense no longer exists. Money is becoming much of a concept than a physical material, and most ordinary bitter have not see the reality of the switch. People today are using credit and debit cards on a regular basis and in everyday situations such as meal purchased at fast food, highway tolls, clothing, groceries, gas stations, etc. all of these means of systems could be regarded as a cashless society or world. The question

The French And Indian War: The "Real" First World War

1955 words - 8 pages The Seven Years War, or more commonly referred to as “The French and Indian War”, has been called the true First World War. In this book The French and Indian War: Deciding the Fate of North America, the author and historian Walter R. Borneman paints a detailed and elaborate picture that justifies the claim of it being the first true war of global proportions. If ever there truly was a climax to the never ending feud of the European powers

Is The Use Of Animals In Medical Research A Necessary Measure?

1513 words - 7 pages Throughout history, animals have been used in experiments to test product safety and obtain medical knowledge that benefits both humans and animals alike. Every year there are numerous medical breakthroughs, such as medications and surgical instruments, which are tested on animals to insure their safety before they are deemed acceptable for human use. Even though the results of the experiments saved millions of human lives, they are also

Education And The Evolving Job Market

2363 words - 10 pages The lives of students today are changing. They are preparing for lives and jobs that have never before existed. If teachers hope to have a significant and worthwhile impact on these quickly changing lives, they must change the way they think, prepare, and instruct our future generations. Children cannot afford to have teachers who remain stagnant in their methods and ideals. Students crave instructors that are willing to allow them to tap

Young And Relentless

1737 words - 7 pages There are numerous influences that can be responsible of teenager’s behaviors and attitude as they develop. One factor that is important to these behaviors is parental figures being over involved or uninvolved in their children’s lives. Many of these effects include illegal substance abuse, rising sexual activity, underage alcohol consumption, and tobacco use. Studies show parental participation plays a key role in the characteristics developed

The Natural Law Theory

1231 words - 5 pages Obeying by the natural law theory is the only true and moral way to live life; especially a life lived in God’s image. God’s presence is a guiding factor to obtaining a moral and virtuous life, which can only be obtained by following the natural law theory. God created a set of laws as a supreme guide for humans to live life, like any law these laws were created to ensure wellbeing for everyone. The laws he created are the civil law, the natural

Resolved: Presidential Signing Statements Threaten To Undermine The Rule Of Law And The Separation Of Powers

1811 words - 8 pages The subject of signing statements has created much debate among the houses of Congress, government officials, and the public alike. These signing statements fall under the categories of constitutional and legislative history signing statements. Constitutional signing statements are those in which the president deems certain provisions of the legislation as unconstitutional, therefore they should not be enforced (Bradley & Posner, 2006

Oppressive Systems Of Government In Egypt And Animal Farm

1529 words - 7 pages As in Egypt, Orwell demonstrates through his allegorical novel “Animal Farm” that leaders are able to establish and maintain power over a people, and in turn create an oppressive and corrupt government system. Orwell shows the significant difference in the education and levels of knowledge in the animals, and how the government takes advantage of this difference. The split between the levels of intelligence is portrayed in the first chapter when

The Pathway To Psychosis

1415 words - 6 pages “How all occasions do inform against me” is a line from act IIII, scene IIII of William Shakespeare’s Hamlet. This line, spoken by Hamlet, expresses his emotional state as he is currently overwhelmed by the death of his father, the king of Denmark, and the situation surrounding it. After Hamlet learns of his father’s death he finds out that his mother has married Claudius, Hamlet’s uncle. On top of all of that, Hamlet soon after

Rated “M” For “More Censorship Not Needed”

1241 words - 5 pages Since the moment video games became a commercial success there have been people who have pushed for unfair amounts of censorship to be placed upon the content of the games and its availability to children. These groups push for increased regulations on content but there is already an appointed group to handle this issue, the ESRB. Even though there has been an increase in mature content in the video game industry, increased censorship is not

Related Papers

To What Extent Is Organisational Culture Always To Blame When A Business Is Found To Have Acted Illegally Or Unethically

1140 words - 5 pages the majority of, if not all large supermarket chain stores possess in which they are putting many suppliers out of business, mainly due to the fact that they are being forced to accept very little in return for their produce. For example, Morrisons, Aldi and Lidl have all been reducing the amount they pay dairy farmers from 30p a litre down to 25p and below in return for milk. -This made news headlines in the last few years and caused outrage on a

Managing Finance Resources Essay

2179 words - 9 pages in UK are Asda, Morrisons and Sainbury with market shares of 16.9%, 16.3 and 12.3 respectively (Tesco, 2011). However, in the global arena the completion picture is much different. Tesco PLC has to compete with giant retail stores such as Wal-Mart and Carrefour. Apart from retail services the company also provides other services such banking, insurance, telecommunication, internet and DVD rental. The company operates in 17 countries in Europe

The Separation Of Capital Ownership And Control

1577 words - 7 pages The argument of whether the separation of capital ownership and control is an efficient form of organization has constantly been a controversial issue. The criticism whether the controllers’ act is in the best interest of the owners’ wills never end as long as hired managers operate management. As the number of public companies has been increasing over the course of this century, meanwhile the American style of contact based corporation has

The Versatility And Flexibility Of Oled's

1014 words - 5 pages In April 1, 2002, organic light emitting diodes gain rise in the scientific community with their published, more practical form at Ames Laboratory. “Scientists at the U.S. Department of Energy's Ames Laboratory, in collaboration with scientists at the University of Michigan, Ann Arbor, have developed and demonstrated a novel, fluorescence-based chemical sensor that is more compact, versatile and less expensive than existing technology of its