Morrisons SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 17412

SWOT Analysis of Morrisons with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

Wm Morrison Supermarkets plc


Retail industry


Lifestyle and Retail

Tagline/ Slogan

Fresh for you every day; Fresh choice for you


Morrisons is known for selling quality fresh food across UK

Morrisons STP


Those who look for price, convenience and freshness.

Target Group



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

Morrisons SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Morrisons :

1. Morrisons has an efficient supply chain and distribution network

2. It offers a large product portfolio to its customers like food, beverages, music, clothes etc 

3. Morrisons is one of the big supermarket companies in UK

4. It has over 500 stores in UK with an employee strength of over 130,000

5. The company has its listing on London Stock Exchange & FTSE Index

6. Morrisons has established itself with prominent acquisitions in the past

7. Online retailing & shopping has increased the business for the company


1. Morrisons has limited geographical reach as compared to some other big brands

2. Alleged past issues pertaining to farmer rights has affected the brand image of the company


1. Growing market for organic products can be tapped by the company

2.International expansion of Morrisons stores can boost the overall business

3.Rising demand for private labels can be catered by the company

4. Acquisition of smaller companies & strategic partnerships can help the business grow


1. Increasing market share of competitors can affect the margins for Morrisons

2. Increase in taxes and change of Govt policies

3. More business by ecommerce companies can hurt the business of physical retail stores

Morrisons Competition


Below are the 9 main Morrisons competitors :

1. Asda

2. Tesco

3. Sainsburys

4. Boots

5. Walmart


7. Debenhams

8. Amazon

9. Waitrose

The brandguide table above concludes the Morrisons SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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