Morrisons SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 26, 2020

Morrisons SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Morrisons, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Morrisons to benchmark its business & performance as compared to the competitors, and make strategic improvements. Morrisons is one of the leading brands in the lifestyle and retail sector.

The article below lists the Morrisons SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Morrisons SWOT Analysis:

SWOT Analysis of Morrisons

For Morrisons, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Morrisons Strengths

The strengths of Morrisons looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the 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


The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Morrisons SWOT Analysis:

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

Morrisons Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Morrisons SWOT Analysis:

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

Morrisons Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Morrisons are as mentioned:

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 Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 9 competitors of Morrisons:

1. Asda

2. Tesco

3. Sainsburys

4. Boots

5. Walmart


7. Debenhams

8. Amazon

9. Waitrose

Hence this concludes the Morrisons SWOT analysis.

Continue reading more about the brand/company.

About Morrisons

Morrisons Overview
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 Market



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

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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