Morrisons SWOT Analysis, Competitors & USP

Wm Morrison Supermarkets plc

Retail industry

Lifestyle and Retail

Fresh for you every day; Fresh choice for you

Morrisons is known for selling quality fresh food across UK

Those who look for price, convenience and freshness.

Households

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

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

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

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

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

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

Below are the top 9 Morrisons competitors:

1. Asda

2. Tesco

3. Sainsburys

4. Boots

5. Walmart

6. ALDI

7. Debenhams

8. Amazon

9. Waitrose