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  3. Morrisons SWOT Analysis

Morrisons SWOT Analysis

Published by MBA Skool Team in Lifestyle and Retail category Last Updated: October 29, 2023Read time:

Here is a detailed SWOT analysis of Morrisons covering strengths, weaknesses, opportunities and threats.

Morrisons Strengths

  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

Above are the strengths in the SWOT Analysis of Morrisons. The strengths of Morrisons looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.


  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

These were the weaknesses in the Morrisons SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Morrisons Opportunities

  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

Above we covered the opportunities in Morrisons SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Morrisons Threats

  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

The threats in the SWOT Analysis of Morrisons are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Morrisons SWOT analysis.

About Morrisons

The table below gives the brand overview along with its target market, segmentation, positioning & USP

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 which comprises of MBA students, management professionals, and industry experts. 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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