Morrisons SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 12265
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SWOT Analysis of Morrisons with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Morrisons

Parent Company

Wm Morrison Supermarkets plc

Category

Retail industry

Sector

Lifestyle and Retail

Tagline/ Slogan

Fresh for you every day; Fresh choice for you

USP

Selling quality fresh goods across the country

STP

Segment

Those who look for price, convenience and freshness.

Target Group

Households

Positioning

Having a food offering with broad appeal from Aldi to Waitrose.

SWOT Analysis

Strengths

1. An efficient supply chain and distribution network
2. Large product portfolio
3. One of the big four supermarket companies in UK
4. Has over 450 stores in UK with an employee strength of over 130,000

Weakness

1. Limited geographical reach as compared to some other big brands
2.Suffers from Product recall

Opportunities

1.Growing market for organic products
2.International expansion
3.Rising demand for private labels

Threats

1. Increasing market share of competitors.
2.Increase in taxes and change of Govt policies
3.Rise in manpower costs

Competition

Competitors

1.Tesco
2.Asda
3. Sainsburys


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