SWOT Analysis of Morrisons with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
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Morrisons |
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Parent Company |
Wm Morrison Supermarkets plc |
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Category |
Retail industry |
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Sector |
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Tagline/ Slogan |
Fresh for you every day; Fresh choice for you |
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USP |
Selling quality fresh goods across the country |
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Morrisons STP |
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Segment |
Those who look for price, convenience and freshness. |
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Target Group |
Households |
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Positioning |
Having a food offering with broad appeal from Aldi to Waitrose. |
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Morrisons SWOT Analysis |
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Strengths |
1. An efficient supply chain and distribution network |
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Weakness |
1. Limited geographical reach as compared to some other big brands |
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Opportunities |
1.Growing market for organic products |
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Threats |
1. Increasing market share of competitors. |
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Morrisons Competition |
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Competitors |
1.Tesco |
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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