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| *Ostroff, Fair and Company>>>Other - Advertising & Marketing |
Can anyone help me out with a SWOT analysis for Morrisons supermarket? |
Can anyone help me out with a SWOT analysis for Morrisons supermarket? Strengths - Great strength in the North of England, and Safeway acquisition of a number of years ago has only bolstered that position. Seen as "good value", especially on BOGOF deals (and they are great value on DVDs/Music on everything they stock, rather than select items). Weaknesses - Not got a recognisable public face (as opposed to voiceover) unlike Sainsburys (Jamie Oliver), Asda (Lisa Tarbuck, Paul Whitehouse), Iceland (Keri Katona) or Tesco (numerous celebrities). Also, they seem a little unsure of which direction to take. Some of their most recent ads have tried to position Morrisons as "the Waitrose/M&S of the North" by having very similar execution to M&S with a focus on indulgent foods. Trying to move the brand so far over in one leap is a bit of a stretch in one go - when their outside store posters talk of BOGOF deals more than food quality. Opportunities - Some of the more obvious opportunities from even just 5 years ago have been snapped up (cause marketing with schools, organic, local produce, food labelling, recyling). There is a sense that supermarkets are tough on suppliers, and so trying to connect with people working at those suppliers and improving their lives might make committed shoppers out of them and make good PR. Morrisons could also consider reviving their competitors "stuff for schools" offer but make points count more if they are from healthy products. Threats - Tesco has seized the opportunity to pounce on Morrisons prices while Morrisons eye is on the "indulgent foods" ball. Tescsos new ad (see Brand Republic article) communicates how it has 3024 products cheaper than Morrisons. Calculating this is no mean feat and the volume at stake means that Morrisons will have to defend it's prices whilst at the same time continue to push its "quality food" angle and it is difficult to fight on two fronts at once. Source(s): http://www.brandrepublic.com/indepth/opi... s- competitive pricing w-brand image and advertising not as good as some competitors o-expansion t-competitors S W O T S = STRENGTHS - find out what their strengths are - you can get their company report to check this out W = WEAKNESS- what are their weaknesses - where can they improve on these, is it location, is it staffing, is it investment O= OPPORTUNITIES - what opportunities have they got for growth and expansion T=THREATS - what threats have they to overcome or are in the foreseeable future - i.e. new developments nearby Hope that helps you. Get as much company literature to find out exactly how they are performing, so that you can do a complete analysis. If you can't get hold of a copy of the company reports, you will be able to apply for a copy at Companies House. Source - http://www.howtofashionbusiness.com... It depends what your precise question is. Is it that you don't know what SWOT is, or do find it difficult to carry it out, or are you experienceing problems gathering the essential intelligence? Could you detail your question? |
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