CORPORATE STRATEGY Strategic analysis of Wm MorrisonSupermarkets Strategy is about making winning moves. It provides the joining link that helps to bring together the actions and plans of a company (Grant, 2010, p.4). Wm Morrison Supermarkets Plc or Morrisons is present in UK and is the supermarket chain operator in the country…
For evaluating the strategic positioning of the company the following features are considered: Industry - Wm Morrisons Supermarkets Plc is one of the largest supermarkets in Britain’s retail industry. It is food retailer primarily in the UK. In January 2012, the supermarket chain Had 475 stores in Britain that ranged in size between 3,000 to above 40,000 square feet. Its subsidiaries are Farmers Boy Limited, a manufacturer and the distributor for food products, Neerock limited which is a meat processor company and many more (WM Morrison Supermarkets P L C (MRW.L), 2012). It positions itself in the market by branding its goods as its “own brand products”. Morrisons also stocks different branded products, ranging from low prices to high prices and obviously different qualities of product. This is a good thing for Morrisons as it offers products for all people who shop at each end of the money spectrum. Competitors – The company faces competition from retailers like ASDA Group Limited, J Sainsbury Plc, John Lewis Partnership Plc, Tesco Plc and Waitrose Plc. According to the report published Retail Week, John Lewis had surged a sales volume of 14.9% that led to ?60.8m due to the Olympic fever. J Sainsbury Plc had entered into a partnership with David Beckham to attract young children (Retail Week, 2012). These strategies increase competition for the company considerably. Morrisons are in a partnership with former England Cricketer Andrew “Freddy” Flintoff. This is helping Morrisons as he is a well-known sporting professional Market – Wm Morrisons Supermarkets Plc is a retail chain company. The market segmentation done by the company includes the consumer section particularly the domestic households which require a constant supply of food products. It also caters to the entertainment and luxury segment by offering goods for entertainment and decorating households. Products/ Services – The products/ services offered by the company include providing fresh as well as frozen foods, groceries like fruits and vegetables, soft drinks, alcoholic drinks like wine and beer. It also provides products for entertainment, baby products, pharmaceutical products, products for the domesticated pets and entertainment products. (Wm Morrison Supermarkets plc, 2011). Strategic capabilities – Strategic capabilities of a firm will denote the activities that will set it apart from its competitors. In case of Wm Morrisons, the company has tied up with two online companies known as Kiddicare present in UK and Fresh direct which is present in the US. This would help the company to enter new market segments in outside areas like in the US. It also included Steve Thompson who was the former internet store manager for Apple, in its board members (Morrisons Supermarkets plc. 2012).. There were other strategic initiatives too like appointing people with adequate market expertise in the retail domain who would help the company in its expansion motives such as Belinda Youngs as the Own Brand Director who would be responsible for enhancing the own label of the company as one leading brand (Morrisons announces four new senior management appointments, 2012).. The company also actively performs in its corporate social responsibilities that help it to maintain a good reputation in the market. It maintains its CSR responsibilities in the form of cutting down its carbon usage, handling its waste products responsibly ...
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