MORRISON

Morrison

Morrison

Introduction

Wm. Morrisons Supermarket came into being in 1899, in Bradford, by William Murdoch Morrison. The business initially started as a wholesale business of butter and egg. It was not like the dairy retail business of J Sainsbury which was started 30 years before Morisons. Wm. Morrison, in 1918, became private ltd company and named Wm. Morrison (Provisions) Ltd, and after that the business became a retailer from wholesaler and started developing stalls and shops in the market in late 1920s. Morrison is the fourth largest business in the industry of retail chains with operations of around four hundred locations. Morrison's major business is grocery and food. The company, exclusively process and source the majority of the fresh food that it sells through its own modern manufacturing facility, providing it sound control over quality and provenance; and the company have much more workforce organizing more products in stores as compare to other competing retailers. Morrison cater almost 9 million customers every week at its stores and 114,000 workforce throughout the business add value to business every day in order to deliver improved service to customers. With several extraordinary offers and competitive prices, Morrison prouds on saving of its customers due to price factor.

Morrison is competing in the market by its strategy of delivering long term and sustainable development, developing its established strength of value and service, quality, fresh food, backed by its exceptional capability of vertical integration, at the same time as replicating its customer needs and the dynamics which are occurring in the industry. Morrison do it in a way that is long lasting to the characteristics that keep Morrison competitive in the market.

Analysis

According to food report of Market Watch Wm Morrison Supermarket is among the Big Four retailers of grocery supermarket chains in the UK region (Market Watch, 2009, p.51). Morison is operating around 284 petrol stations and 375 grocery stores in the country. It offers low price range and several other special offers in alcoholic products, fresh foods, and grocery. As in the start in 1899, when company was a wholesaler of butter and egg, operated by William Murdoch Morrison, the company is continuously developing in the industry (Williamson et al., 2004, p.156). In order to understand the strategy of Morrison we need to understand its activities through which Morrison got success all the way through the year in the market of grocery chain.

Analyzing the strategy and values followed ...