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    WM Morrisons is fourth largest supermarket group in Britain with annual turnover of £16.1 billion for the year ending 2016, a 4.1% decline from the previous year (Annual Report 2016). Such financial figures are reflective of the general health of WM Morrisons which has over the last 3-4 years been losing market share to low-cost rivals especially Aldi and Lidl. In an effort to turn around the ailing supermarket, new CEO David Potts embarked on a turnaround plan, an ambitious recovery plan which aims to fix, rebuild and grow the company as it continues to battle with the hard discounters and other low cost rivals. Using Pestle, and Swot Framework, we examine external and internal factors behind WM Morrison’s poor performance, such as the rise of hard discounters Aldi and Lidl, who have benefited from a significant rise in consumer frugal shopping habits since 2009. Both Aldi and Lidl have doubled their market share in five years, at the expense of the Big Four supermarkets including WM Morrisons.

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    WM Morrisons Strategy Case Study


    Key Learning Outcomes

    By the end of the case, students should be able to:

    • Understand the broad macro-environment of WM Morrisons and the UK grocery retailing industry in terms of political, economic, social, technological, environmental and legal factors (PESTEL).
    • Use our swot analysis example to gain an overall understanding of Morrisons strengths and weaknesses and strategic options arising from the opportunities and threats that have been identified from the analysis of the business environment.
    • To apply strategy business models and frameworks such as Pestle, Swot etc to real company cases.

     

    Analyse the internal and external environment of WM Morrison's using SWOT & PESTLE

    1.0 INTRODUCTION


    WM Morrisons is fourth largest supermarket group in Britain with annual turnover of £16.1 billion for the year ending 2016, a 4.1% decline from the previous year (Annual Report 2016). Such financial figures are reflective of the general health of WM Morrisons which has over the last 3-4 years been losing market share to low-cost rivals especially Aldi and Lidl. In an effort to turn around the ailing supermarket, new CEO David Potts embarked on a turnaround plan, an ambitious recovery plan which aims to fix, rebuild and grow the company as it continues to battle with the hard discounters and other low cost rivals (Mintel 2016; Annual report 2016).

    However, it won’t be an easy journey for Potts due to a number of reasons as will be revealed through a Pestel, and SWOT analysis.

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