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Logistics & Supply Chain Management

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Submitted By gchiun
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The competitive framework of Morrison Supermarkets PLC can be summed as creating and maintaining a unique competitive position, creating value, trading alongside competitors but doing what they could not do (competitive advantage) within the same business environment (Pettinger, 2004). I will evaluate and assess three strategies listed below with a view of assessing its relative effectiveness to competiton in the supermarket sector in United Kingdom
Business strategy for Morrison Supermarket.
Morrison focuses on wholesale business strategy through which they create value through packaging, a merchandising. Its business principle hinges on synergies and economies of scale which are conducive with growth and technological advancement. It adopted the philosophy of vertical integration in manufacturing and packaging of fresh food products resulting forming 100% subsidiaries in order to fully integrate or control the business activities of those subsidiaries. It has hands-on leadership with a long service history. It is also driven by a growth orientation demonstrated by 97% increase in stores units between 1990-1996, operating profit increase of 216% over 7 years and 170% inventory turnover over the same period. This is further supported by business concepts such as total quality management, benchmarking, outsourcing and staff trained across the board to be innovative, cost conscious and wary of complacence . It is also driven by demand for its products and a first-time-every time business philosophy which ensures doing the right thing (effectiveness). Its It values employees as assets hence always promotes from within. All new developments are handled by the project management team.
My assessment would be totally supportive of this business strategy where the organization looks for acquisitions of related business (vertical integration) and applies the

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