Morrisons SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 15681

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


Selling quality fresh goods across the country

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


1. An efficient supply chain and distribution network
2. Large product portfolio
3. One of the big four supermarket companies in UK
4. Has over 450 stores in UK with an employee strength of over 130,000


1. Limited geographical reach as compared to some other big brands
2.Suffers from Product recall


1.Growing market for organic products
2.International expansion
3.Rising demand for private labels


1. Increasing market share of competitors.
2.Increase in taxes and change of Govt policies
3.Rise in manpower costs

Morrisons Competition


3. Sainsburys

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.


Browse marketing analysis of more brands and companies similar to Morrisons. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories.

Search & Explore : BrandGuide

The brand names and other brand information used in the BrandGuide section are properties of their respective companies. The companies are not associated with MBASkool in any way. The brand names are used purely for educational/academic purpose only. Utmost care has been taken in the analysis of the brands. However, if you find any ambiguity kindly help us improve.

Edit the Brand or Add a New One : Contribute to BrandGuide
Share this Page on:
Facebook ShareTweetShare on G+Share on Linkedin

Similar Brands in the same Sector: