Morrisons Essay Example | Topics and Well Written Essays - 2000 words

Morrisons - Essay Example Even though, the organisation faces stiff challenges in the industry but has been able to maintain its commitment to provide the customers with fresh products. The ‘fresh approach’ used by Morrisons have significantly helped in creating awareness regarding the freshness of the foods offered by the organisation along with the organisation’s concern for the environment. To provide the customers with high quality food products, the company has great control over its supply chain which has eventually become a source of competitive advantage for the organisation (Morrisons, 2012). Providing the customers with quality food is the priority of the organisation due to which Morrisons focuses on sourcing fresh produced foods from the local market which is then processed in the company’s own manufacturing facilities. To preserve and conserve the fresh food, the organisation uses its own temperature controlled warehouses along with the packing plants in United Kingdom and other parts of the world. ... This eventually leads to high customer satisfaction level which creates a significant competitive advantage for the organisation. SITUATION ANALYSIS Morrisons is one of the big four retailers in the United Kingdom. Even though, Morrisons is one of the most established retailers in United Kingdom the organisation witnesses decline in its performance along with weak sales as compared to earlier years. This decline in sales in such a fragile market is causing Morrisons decline in market share along with drop in consumer’s confidence (BBC News, 2012). The environment is getting challenging and tough as the competitors have enhanced their performance and product offering. It has been indicated that the due to such weak performance of the organisation in the trading environment led to decline in market share to 11.5 percent from 12 percent a year ago (BBC News, 2012). Such performance of the company is one of the concerns that should be immediately taken into consideration if the or ganisation aims to become the leader in the food market and to become the largest supermarket chain by defeating Tesco, Sainsbury and ASDA in the market. On the other hand, the decline in growth is also one of the challenges that the organisation would face in forthcoming years. The recessionary period affected the organisation’s ability to take the customers into its confidence by providing them with high quality products in the market but as the shopper’s disposable incomes are squeezed (Potter, 2012). This would significantly impact the performance of the company in the market as the customers are constantly going back to their favourites in order to reduce the risk in such disastrous economic times. Even though, Morrisons is one of the four leading retailers in the United Kingdom