Morrisons SWOT Analysis, Competitors & USP

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

SWOT analysis of Morrisons analyses the brand by its strengths, weaknesses, opportunities & threats. In Morrisons SWOT Analysis, 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. Morrisons is one of the leading brands in the lifestyle and retail sector.

The table below lists the Morrisons SWOT (Strengths, Weaknesses, Opportunities, Threats), top Morrisons competitors and includes its target market, segmentation, positioning & Unique Selling Proposition (USP).

Morrisons SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Morrisons Brand 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.

SWOT Analysis of Morrisons
Morrisons Strengths

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


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

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 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 Competition
Morrisons Competitors

Below are the top 9 competitors of Morrisons:

1. Asda

2. Tesco

3. Sainsburys

4. Boots

5. Walmart


7. Debenhams

8. Amazon

9. 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.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Morrisons. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

Continue Reading:

The brand names and other brand information used in the SWOT Analysis section are properties of their respective companies. The companies are not associated with MBA Skool in any way.
Edit the brand or add a new one to SWOT Analysis section : Contribute

Share this Page on:
Facebook ShareTweetShare on Linkedin