Morrisons Swot

1 January 2017

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.

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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 storms and heavy rain, etc over major sales season may result in poor profit margins •

Due to external geo-political pressure i. e. new rules and regulations brought in by the E. U may result in heavy loss of possible income •Recent economic crisis means the loss of hundreds of thousands of job and business loss, directly affecting the spending power of would be customers who may look for cheaper alternatives to a supermarket •Competitors from major European supermarket Losing valuable suppliers and fianancial aid from banks due to the economic crisis

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