In written “Morrison has 12 distribution centres across

In this report, I will be
assessing the order winning and qualifying factors of customers at Morrison
Supermarket operate, then display the use of their concepts, theories, models
to analysing how the Morrison Supermarket manages its operations and how they
meet their performance (cost, speed, dependability & flexibility. Yet I
will also state Morrison Supermarket overall strategy and their future development


Morrisons Supermarket founders
had always wanted to be different and better than ever. Over the years, the
company has been working so hard just to produce excellence on their whole
supply chain management. According to my research on Morrison Supermarket Strategy
Primary activities states that, their inbound logistics in returns give
advantages on the decent quality of food, cost breaking down and waste as
possible. Their in-house operations in stores have given full access to
customer’s quick reaction to satisfactions on the products. Like whiles the
outbound logistics delivery speed can be faster, Morrison will then collect
from the grower to the warehouse then distributes to their Supermarket. On
Morrison Marketing Strategy p4.2, clearly written “Morrison has 12 distribution
centres across Great Britain,” Even so, Morrison has always been using social media
e.g. TV, Radio, Facebook and leaflet adverts to promote the goals of the

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Meanwhile, as it stated on Morrison website, Morrison supermarket use different
strategies to model their company’s reputation and support their brand and to
achieve these they must help their target customers spend less penny on
everyday items. One quality about Morrison Supermarket, they listen more to
customers through online survey, feedbacks and queries of one to one setting. Serving
customers on a fast platform has made them to choose the right staff to be
current in the right place at the right time. Morrison Supermarket would always
find ways to stock food choices into petrol station for any close by traffic
flow.” (Morrisons, 2013d). Next, “they have always aims
to put customers forward on one-stop-shop, giving them more of what they want
on a shopping trip, and add up what their stores and cafes off”.


In this case
Morrisons supply chains are involving products and services to customers at the
end of the chain work. To develop these to a satisfaction, for the survival
& competitiveness of the organisation, the market will then has stable
growth & element processes that will ensure a smooth flow of goods with
information together the raw materials through several middle class entities.


As a good reputable retailer,
they will alway try to operate in a vertical-integrated business form with its
supply chain, alongside with the company’s farms, diverse suppliers, delivery
centres, outsized stores, and there has been so many convenience stores. Morrison’s
top quality is to alway store in fresh products, from the farm cutting off
through farmer transfers to the warehouses and this will significantly enhanced
its efficiency and reducing its environmental impact. One of their distinctive
advantages over their competitors is that WM Morrison got everything fresh
in the food preparation sites; next they have their own slaughterhouses, bakeries,
and (Morrisons, 2012).

the top competitors of WM Morrison Supermarket involve Asda, J Sainsbury and
Tesco. Yet, Morrison Supermarket still work hard to
standout over their competitors, and follow on with their strong supply chain
on sales statistics, Primary, Secondary & Tertiary distribution system. Besides, Asda Supermarket functions as one of
the “largest UK discounter retailers in Britain.” There “aims are to sustain
the environment and customers by renewing 100% energy and putting end to waste
from the goods and services they sell and supply to their suppliers. At Asda, they
consistently offer certified products of fresh local vegetables, healthy
livestock food and school uniforms to customers. 


they aim to respect, sell less cost products to customers, and at the same time
staying on top of delivering good quality services and in challenging
environment. To an extent, Asda will always try to please their customers by
exporting quality Food, Households, Health & Beauty products, General
Merchandise and Clothing products. Correspondingly, there successful
segmentation marketing strategies are for everyone. There supply chain starts
from the farmer supplies, transported to the manufacturer to store them up at
the supermarket. Asda Plc supermarket statistics stated that “over 350 stores have
been opened in the UK.” As usually, Asda Supermarket use promotional discounts to
make customers feel that there is nothing to waste and they can get points as
much as they are shopping both online and in stores.


On 20th
of April in 1869, Sainsbury supermarket was famous for their quality butter they
sell in Britain.” To an extent Mrs Sainsbury, work so hard that her hard work
starts kicking off. There rapid growth of the supermarket, gave them a head starts
to open more stores of better range of products for both rich and average
people. J Sainsbury aims are to support people to eat healthier on fair price
and having close relationships with their farmers, suppliers and customers
globally and nationally as possible. Sainsbury supermarket supply chain starts
from their farmer, transported to the manufacturer to store them up at the
supermarket, use promotional discounts to make customers feel that there is
nothing to waste and they can get points as much as they are shopping both
online and in stores.

number 1 retail supermarket is known as Tesco. There aims are to be loyal at
all time, secondly to offer great quality products to customer to live
healthier life styles then helping the environment to be positive, and this can
only operate internationally. In Tesco their products range from clothing,
furniture, electrical, pharmacy, and home-garden, jewellery, bank insurance,
gas, telephone service and electricity.


their supplier plays huge role in Tesco successful supply chain work, as for
their effective logistics and distribution operations has allowed them to
improve the speed flow-through on sale, and products. To compare Morrisons and
competitors within the same sector can be interesting. These supermarkets are
all working at the same goals to provide excellence services, lower price to
customer as possible then to produce great productions, better profits and to
gain growths. Morrison’s unique supply chain management, mix culture of
heritage and tradition are one of the qualities that stand out over their
competitors, alongside with their vertical integrated structure. Over the years
Morrisons has opened loads of convenience stores around UK and operating with
local and international Partnership Companies. Although Sainsbury banking
sectors with the premium grocery and merchandise in UK has been success. Whiles
Asda and Tesco has been scandal for food poisoning and horse meat, but still the
same they are also trying to gain popularity as the best retailer
internationally and locally.


Additionally, Morrison
supermarket operates in both External & Internal. Certainly, as it clearly
stated on articles on Morrison, “Internal strengths can be the effective supply
chain management that provides excellence service standard together on strong
financial position, unique selling points and major manufacturing capacities. Morrison Supermarket Plc operation management
has the second largest fresh food manufacturer with different sites. They go to
the extra miles to satisfied customers with the freshest product of Bakery,
seafood, meat, flowers, healthy fresh fruit with vegetables, burgers to newly
caught fish and bread that’s just come out of the oven.  There sources of unique offering are from
their manufacturing and logistics functions and hardworking engineers. When Morrison
Supermarket applies their culture of ownership, they can generate different choice
to ideas, new challenges and fantastic opportunities of the business.


Morrison regional
sourcing policy was well known for their 100% British quality of freshness on
meat, milk and training. The factors of Morrisons are Political factors,
Economic factors, Socio-cultural factors and Technological factors. These
factors help Morrison in planning, licensing, pricing and maintaining the
healthy competition between supermarkets (Competition Commission, 2013). Nevertheless,
the Economic factors also predict the rising energy costs, transport costs, raw
material costs within their supply chain management (Lynch, 2012). As for
Socio-cultural it has supported consumer to become cash rich, this is due to
working class customers who does not want to cook from scratch or there isn’t any
time. Next, as we all know that technology is improving, Morrison self-scanning
has help customers saving time when purchasing items, then rewarding customers
for their behaviours, loyalty and made less travel on Morrison products
(Morrisons, 2013b). Lastly the legal factors educate Morrison on employment laws,
health laws, safety laws and these agreement laws can be only done by the employers
(The Trades Union Congress, 2013).


would recommend that Morrison to get more staff turnover and to improve their
current ratio and quick ration over the years to come then increase the
convenience stores and develop strategies of the company performances. Nothing
will be the same if they fine suitable avenue of the convenience store segment,
so that they can get an increased of logistics operations to step to a new
height on the overall environment footprint. Lastly, Morrison needs to be aware
of their competitors’ strengths and expand on non food business.

In conclusion of the report, Morrison has shown
that their supply chain effectiveness, product liabilities and consistency service
can grow better and better every day. Likewise, if they work on their weakness there
would be fewer competitors in the market chain.


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