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BUSINESS STRATEGY

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Table of Contents
INTRODUCTION...........................................................................................................................3

TASK 1- Strategic Planning Process...............................................................................................3

1.1 Business mission, vision, objectives and core competencies................................................3

1.2 Factors that have to be considered when formulating strategic plans...................................4

1.3 Effectiveness of techniques used when developing strategic business plan..........................5

TASK 2- Formulating a new strategy..............................................................................................6

2.1 SWOT analysis and Value-Chain analysis.............................................................................6

2.2 PESTLE analysis and Porter's Five Forces analysis..............................................................7

2.3 Significance of company's stakeholder analysis when formulating new strategy.................9

2.4 New strategy for the organization..........................................................................................9

TASK 3- Strategy formulation.......................................................................................................10

3.1 Appropriateness of alternative strategies related to market entry, substantive growth,


limited growth or retrenchment.................................................................................................10

3.2 Selection of a strategy..........................................................................................................11

TASK 4- Implementing strategy....................................................................................................12

4.1 Roles and responsibilities of personnel who are charged with strategy implementation....12

4.2Estimated resource requirement for implementing new strategy.........................................12

4.3 Contribution of SMART targets to achievement of strategic implementation....................13

CONCLUSION..............................................................................................................................13

REFERENCES..............................................................................................................................14

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Illustration Index
Illustration 1: SPACE Matrix ........................................................................................ 9

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INTRODUCTION
Strategy refers to a plan that supports the organization in accomplishing their goals and
objectives. Business strategy is being termed as long term plan of action for the organization to
achieve its desired outputs. Effective business strategy framed by an organization will lead to
successful position in their market segment. Morrison is known supermarket chain in the UK
market. Major competitors for Morrison are TESCO, Sainsbury and Asda. Morrison have around
515 stores and around 113 local Morrison M stores that are spread across the various countries.

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The report focuses on understanding the process of strategic planning in the organization
to gain competitive advantage in the UK market. While, report also formulates the new business
strategies for the organization. Report also uses the various approaches to evaluate the strategy
effectiveness in the market to attain growth. Lastly, the report also focuses on various techniques
to implement the chosen strategy in the organization.

TASK 1- Strategic Planning Process


1.1 Business mission, vision, objectives and core competencies
Morrison is among world's biggest retail supermarket chains with generating revenue
over 54 billion in a year. The chain operates their businesses among various countries mainly in
UK, Europe and Asian market (Tiwana, 2000). Company generally focuses on earning customers
trust by meeting their needs and requirement.

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Vision: Vision is termed as a long term plan for the organization to sustain in the future
market. The Morrison vision is to became a food specialist in the market. They also sever fresh
food in their store so, as to serve healthy services for their customers. Company also focuses on
integrating services and strengthen their market customers and family. Morrison's vision is to
expand their services from national to international markets.

Mission: Mission for the Morrison's is to provide best value for the product that
customers purchase from their store.

Their mission is also to reduce their product cost for their market customers and it also
ensure that their price for the product are competitive in the market (Tamer, 2009).

Morrison mission is to capture whole market segment by satisfying needs of all the
audience. Thus, it will increase their market growth.

Objective and goals of Morrison: The primary objective of Morrison's company is to


render their effective services in terms of providing healthier food and quality products to their
market customers.

Morrison's objective is to integrate their supply chain by adopting various multi-channel


sources so that products are easily reach to their customers (Teece, 2000).

Companies strategic goal is to strengthening their brand image in the market so that they
should conveniently expand their activities across the boundaries.

Core competencies: As Morrison strength is that they focuses on delivering healthier food
for their market customers, this is termed as a strategic advantage of a business. Further, strategic
planning is done on the basis of formulated objectives, vision and mission of the company. It is
because it sets path for organization thereby management can take appropriate action in the same
direction. It facilitates Morrisons to build its competitive edge in the marketplace and deliver
good quality of services so as to increase overall rate of return. Similarly, vision assist
corporation to develop the long term approach for the management so they can be able to achieve
short as well as long term objectives of firm in an effectual manner. In addition to this, mission
of Morrisons is to provide best value for the money spend by customers. Owing to this,

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marketing strategy can be selected by taking into account quality perspective and customers
specification.

These all vision, mission, goals and core competencies of Morrison's company focuses on
strategic planning to sustain in the competitive market and maintain an effective position in the
market place. Through assessing all these mission, vision and goals for the Morrison will help
the strategic management to frame business strategy so that company should achieve its desired
outputs.

1.2 Factors that have to be considered when formulating strategic plans


Formulating strategic plan will help the company in attaining the strategic goals and
objectives to survive in the highly competitive market. There are certain factors that have to be
considered while formulating strategic plan for the Morrison's company (Peng, Wang and Jiang,
2008).

Availability of resources: Before formulating the strategic plan for the Morrison's it is
necessary to identify the total availability of human resource and capital in the company
so that strategic plan should work effectively in accomplishing the goals. While,
Inappropriate resources in terms of human resource, products and capital will lead to
losses for the company and Morrison's would not meet the requirement of their
customers. Human resource in the company is responsible for developing and
implementing the strategic plan in the Morrison's to accomplish their goals.

Customers: As Morrison's company formulates their strategic plan of action to achieve


their objectives through satisfying their market customers. Hence, market customers is an
important component that has to be considered before formulating the plan, its customers
from whom Morrison's frames the plans to satisfy their needs and requirement.
Customers requirement should be considered before framing the strategic plan that will
lead to successful plan.

Top-down planning: Top-down planning is the effective planning system that contribute
in the strategic planning of the Morrison. Top-down planning ensure that management
constantly be in touch with their middle level staff or employees that assist the

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management in knowing about requirement and the feedback of their guests and
customers.

Bottom up planning: While, Morrison can also focus on the bottom-up planning for
ensure strategic planning of the organization. Bottom-up approach provide the
opportunity for the lower employees and staff of the hotel to directly communicate with
the management for the betterment of the Morrison.

Both planning help the Morrison in strategic planning of their organization so that they
should render quality services to their guest. The bottom-up planning is the effective technique to
engage the staff or employees of the middle level in the strategic planning process. Hence the
strategic planning of the Morrison will result in accomplishing the stated objectives and result in
gaining the position in the highly competitive scenario.

1.3 Effectiveness of techniques used when developing strategic business plan


Strategic business plan is an important for every organization that will help them in
achieving the desired result. There are several techniques that is being used in Morrison's to
develop and implement the strategic business plan. These are:

The Boston Consulting Group model because this will help the company in allocating
their resources effectively to generate their market share. Position of Morrison on the growth
share matrix help in providing indication of their total cash generation and the company's total
cash consumption.

Cash cows: Cash cows emphasis on generating more cash than the amount of cash
consumed. Morrison's should spend little investment in the market as because such little
investment should be wasted in the retail industry with attaining low growth.

Dogs: In this Morrison should generate hardly cash to maintain its market share in the
UK market. It is typically known as break-even point as Company have relative low
market share and low growth rate that results in neither generating nor consuming any
cash (Peng, Wang and Jiang, 2008).

Question marks: In question mark area Morrison would generally grow with consuming
large amount of cash but as they have low share in the market they would not being in
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condition to generate cash. Here, Morrison need to analyze the market area to determine
that they are worth investment in growing their market share.

Stars: Stars generate large amount of cash with the relative market share and they also
possess high market growth rate with consuming large amount of cash. Morrison here
requires huge funding to compete with the rivalries and maintain its growth in the UK
market (Fleisher and Bensoussan, 2003).

SPACE Matrix: This matrix measures the position of the Morrison organization in the UK
market and also suggest the strategy for them on the basis of their financial strength,
Environmental stability, competitive advantage and industry strength. The Strategic Position and
Action Evaluation matrix that focuses on selecting the effective strategy that will directly result
in attaining the competitive position in the market. The different type of strategies are
Aggressive, Conservative, Defensive and Competitive.

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Illustration 1: SPACE Matrix
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SWOT analysis: Through adopting SWOT analysis technique to develop the strategic
plan it will help the Morrison's to addresses their strength that will be strengthen to survive in the
market. It also focuses on company's weakness, opportunity and threats that will help the
Morrison in sustaining in the competitive market (Jermias and Gani, 2004). Through considering
their internal strength and external opportunities in the market segment will help the Morrison in
formulating the plan as they will act as an input to the development of strategies that will lead to
attain growth in their market segment. The effectiveness of SWOT analysis should be measured
by implementing the business strategic plan and it will lead to satisfy their customers by
rendering quality services to their customers.

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Balanced scorecard: Balance scorecard is systematic technique that is being used by


Morrison's to measure and control the strategies that has been framed by the company that
support the Morrison in accomplishing their goals and objectives. Effectiveness of balance
scorecard technique should be measured by the increasing performance of the company in the
market area. Effectiveness of balance scorecard should also being measured by monitoring the
company revenue for a year.

Scenario Planning: Company uses scenario planning method to make long term plan for
attaining growth in the market. Scenario planning also viewed as changing mindset in the prior
while formulating strategic plan for the company (Ohmae, 2000). Morrison company uses the

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technique for finding the issues in the business plan and help in developing the new strategic
business plan that will help the company in accomplishing its position in the market.

TASK 2- Formulating a new strategy


2.1 SWOT analysis and Value-Chain analysis
Strategic positioning is a key step in for any organization that help in developing path for
the success. It involves making clear decisions that help Morrison's in gaining competitiveness in
the market. With the help of SWOT analysis and value-chain analysis Morrison will measure its
strategic positioning in the market (Peng, Wang and Jiang, 2008).

SWOT analysis: SWOT analysis help Morrison's in measuring their strength and
weaknesses in relation to their market competitors and it also analyses market
opportunities and threats that the Morrison's will face in the future. Strength and
weakness are the internal forces that should be measured continuously to be competitive
in the market. While, opportunities and threats are the external factor that directly impact
the Morrison to change their policies and structure according to the need. SWOT analysis
of Morrison:

Strength: Weaknesses:
Providing fresh food materials for their Inefficient employees service and need
market customers. improvement in their after sales
Lower prices of their product to satisfy services.
customers. Complicated in house services
Good brand image in the UK market Less developed information technology
for their products and services. in comparison to competitors
Wide network of supply chain As compared to the other brands like
network. TESCO and Sainsbury there
geographical reach is limited.
Opportunities: Threats:
Expanding activities in the Changes in government policies and
International market. procedure.

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Continuous increase in the demand of Technological up gradation.
organic products Increasing cost of human resources
Covering rural areas for the different Increase in competitors market share.
types of products
Internet shopping such as internet
delivery services for customers

Value-Chain analysis: In Value-Chain analysis model Morrison's identifies the activities


that are most valuable and it could be developed or improved so that it act as competitive
advantage for company in the market (Ohmae, 2000). These activities are used in the
value analysis to reduce the extra costs for the product. Value-chain analysis will help the
Morrison in gaining the competitive advantage that enhances their profit and help in
generating revenue for the company. Further, it consists of inbound logistics, outbound
logistics ans operations management. Along with that, marketing and sales as well as
services are also included. Here, inbound activities of Morrisons are in-house services,
vendor list and upgraded ordering system. These are the primary activities and for the
same support activities are also there in Morrisons. In this regard, management make use
of local suppliers who provide raw material on right time. Also, follows the lean
production process as the outbound logistic. Similarly, effective marketing strategies are
followed along with appropriate advertisement are used in order to attract buyers. For all
these primary activities, there are number of support activities such as skilled personnel,
good infrastructure along with advanced technology. In addition to this, procurement
team is there to select the best suppliers and appropriate delivery system.

2.2 PESTLE analysis and Porter's Five Forces analysis


PESTLE analysis is being used to analyze the political, economical, social, technological,
legal and environmental factor that will help the Morrison in framing a strategy to accomplish
their goals.

Political factor: This factor help the Morrison in determining the extent in which
government will influence the retail industry (Carbone and Stoddard, 2001). political
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factor that is by imposing new tax policies by which company will change the entire
structure and procedure for generating revenue. It will positively impact on the
Morrison's and how they do their business. Further, because of changing government
policy, the spending limit of buyers has decreased to great extent thereby company have
to face the low sales turnover.

Economical factor: Economic factor directly impact the company and lead to long term
effects on the production and distribution of the product. For example, Increase in the
inflation rate will lead to change in Morrison company prices for the particular products.
In addition to this, company get its local suppliers which provides raw material that
decreases overall cost of production. Likewise, economies of scale is achieved by the
firm and customers are offered product at lower cost.

Social factor: Social factor also have impact on formulating the business strategy as,
social factor include demographics, geographical locations, cultural trends etc
(Stonehouse, Campbell and Purdie, 2009). For example, Morrisons make food on the
basis of age gourp such as children, old age and young people. Similarly, other products
and provide don the basis of age or income group. Further, changing taste and
preferences of buyers forces management of firm to bring improvement in the present
work enthronement. with these social factors Morrison would understand their market
customers requirement that drive them to purchase their product.

Technological factor: Innovation in Technology will affect the trading operations of


Morrison's in form of production and distribution as it lead to increase in productivity of
the firm. Technological up gradation will positively progress the Morrison company's
performance in the global market. Through adopting technology in company should
research the market gap and formulate the strategies to fill the gap in the market by
delivering quality products to their customers (Green and Ryan, 2005). Further,
Morrrisons has access to advanced technology such as Pegasus in order to provide quick
and good quality of services to customers.

Legal factor: Legal factor include employment law, advertising standards, consumer law
etc. these legal factors will help the Morrison's to know about illegal and practices in
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order to successfully trade in the market (Tiwana, 2000). The organization ensure
compliance of regulatory framework and ensure ethical conduct of business.

Environmental factor: These factors are important to be considered while, formulating


the business strategy as with the increasing inadequate of resources Morrison needs to
frame policies that include optimization of limited resources to meet the demand of more
and more market customers. Further, Morrisons formulate strategy for corporate social
responsibilities thereby management can be able to create employment and contribute
towards making environment clean. It facilitate to increase overall rate of return and
deliver good quality of services to large number of buyers.

Porter's five force analysis is an important model to determine the competition level
within an industry. This force model also help in understanding the business situation where
power lies. Morrison's focuses on five forces that help in determining the profitability
(Astrachan, 2010). these are:

Threat of new entrants: Threats of new entrants in the industry will affect the Morrison's
market share and potential customers that purchases their products. Profitable industry
will seek to attract new firm to invest their finance to decrease profitability of existing
firm in the industry. In addition to this, threat of new entrance is very high because of
high bargaining power of buyers. It depicts that, company have to put extra efforts in
order to retain customers for longer span of time.

Bargaining power of supplier: Bargaining power of Suppliers refers to market of inputs


such as raw material, labor, services for Morrison. For example, if there is only one seller
in the industry selling the fresh food product then Morrison have to buy from that seller
(Miller and Besser, 2000). Thus, in this case suppliers are in dominant position to charge
higher prices for the product. The bargaining of power of suppliers is high because of
stiff competition in the market. Owing to this, company have to put effort in order to
retain suppliers so as to ensure consistent flow of production.

Bargaining power of buyers: Bargaining power of buyers should be measured as the


market of outputs. Buyer's have significant role in purchasing the products. Morrison

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should formulate strategy taking customers pricing preferences. Hence, customers have
power to put Morrison company under pressure that result in changes in prices (Meyer,
2003). Further, the bargaining power of customers is low because of good quality of
services are provided by the firm. It assist company to increase the sales turnover and
increase overall rate of return.

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Threats of substitute products: Substitute product also threat the existing market players
in the retail industry. If Morrison increases their product prices then customers would
easily switch over to the another product with their range or budget. Similarly, threat of
substitute products is very high as there is high competition in the market. It depicts that
organization have to offer product with unique features and affordable prices that aid to
increase their attention towards the product and services.

Rivalries among existing players: Competitors plays an important role in the retail
industry. Morrison's have competition with their rivalries like TESCO, Sainsbury, Asda
etc. these all companies have their own competitive advantage through innovation that
help them to sustain in the UK market (Nickols, 2012). The

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2.3 Significance of company's stakeholder analysis when formulating new strategy
For formulating new strategy for Morrison's company, it is important to carry out the
stakeholders analysis. As, company possess stakeholders in form of employees, directors,
shareholders, governing bodies etc (Casadesus-Masanell and Enric-Ricart, 2009). all these have
direct impact on formulating the business strategy to accomplish their goals and objectives.
Various stakeholders of Morrison's are:

Employees: Employees are termed as an important stakeholders for the company as they
contribute their potential in accomplishing goals that is serve quality products to their
market customers. Through encouraging employee engagement in the Morrison, different
suggestion and opinion of the employees will help in developing and formulating the best
strategy for the company and it will also encourage their inputs that can improve the
quality of their services (Christmann, Day and Yip, 2000).

Shareholders: Shareholders are also termed as an investor of the company, shareholder


invest their capital for operating the activities in the market so that they should attract
their customers. The importance of shareholder in formulating the strategy is that they
will help Morrison in gaining resources (i.e. raw material, products or labor) and also
lead to formulating a successful plan.

Customers- It is the most important party which is indirectly connected with the
organization and contribute towards increasing the sales turnover of firm. While
developing the strategy, management of Morrisons takes into account the preferences of
buyers that aid to increase their attention and address their needs in an effectual manner.

Government- Under this, Morrison have to take into account all the factors that are
demanded by the government such as tax, employment law and other related factors of
corporate social responsibilities. These all facilitate to ensure ethical conduct of business
in the marketplace.

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Creditors- This party play vital role for expanding business by providing financial
assistance. While developing strategy, management need to take into account the interest
of creditors so as to ensure certainty about future business activities.

Therefore, stakeholders analysis prove to be effective for developing the strategy. It serve as the
guideline for management of firm and ensure successful expansion of firm.

2.4 New strategy for the organization


Morrison should formulate their new business strategies to increase their market share
and growth in the existing UK market (Kolk and Van Tulder, 2006). The management of
Morrison can make use of Ansoff Matrix in order to adopt new strategy. It consists of several
types of profitable combination for the firm that aid to increase the sales turnover and reduce the
cost of production. Company can make use of market penetration wherein improvement will be
brought in the exiting market with exiting product. It facilitate to reduce cost of production and
retain customers. It aid to increase the attention of customers and address their need in an
effectual manner. Further, product development is also the effective strategy thereby Morrisons
can launch new product in existing market. It can be made possible by the help of assessing need
of customers effectively. It contribute towards deliver good quality of services to large number of
buyers.

On the other hand, Morrisons can enter into new market with existing product. It assist
management to increase number of customers for existing product. It can be made possible by
presenting the product in unique way. In addition to this, new product can be launched in the new
market that aid to create brand image of Morrisons. With this, competitive edge will be gained by
organization. Also, company will be able to expand itself over the globe and increase the market
share. Therefore, four types of strategies are available for corporation by which organization
prove itself in the marketplace.

TASK 3- Strategy formulation


3.1 Appropriateness of alternative strategies related to market entry, substantive growth, limited
growth or retrenchment
The company uses several strategies that is being related to market entry, substantive
growth, limited growth or retrenchment in the Morrison's company.
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Market entry strategies: Market entry strategy refers to structural method that has been
used by Morrison for delivering goods and services to their new target audiences
(Verbeke, 2013). There are several strategies through which Morrison achieve the
increase in the sales, brand awareness and growth in market share by entering their
activities in the new market. Morrison should use direct market entry strategy because
through this company will be in direct contact with their regular customers and this
strategy not include any intermediaries while delivering goods to their customers.

Limited growth: Certain growth strategies that Morrison include such as market
penetration, market expansion, product expansion and diversification. With the market
penetration strategy Morrison will lowers their product prices to increase the share of
company in the market (Holbeche, 2013). Morrison should also uses product expansion
strategy to add some innovative features in the existing product to increase their sales and
generate revenue.

Substantive growth: Growth in revenue is an important objective for all the company.
Growth for the Morrison lead to higher profits and powerful place in the market.
Targeting new customers and markets or creating a new product for serving their market
customers with an innovative product will lead to possible growth strategies.

Retrenchment strategies: Retrenchment strategy is being used by Morrison's to reduce


their size operation by cutting expenses so the company would become more profitable.
Morrison can use turnaround strategies that is termed as retreating the wrong decisions
that were taken earlier in the company (Dinsmore and Cooke-Davies, 2005). While,
Morrison should also adopt divestment strategies that involve liquidation of any
department or an unit of the company. So that unwanted employee should get terminated.

3.2 Selection of a strategy


Morrison company select the appropriate strategies those are related with market entry,
substantive growth, limited growth or retrenchment for the company. With the arising situation
of expanding their activities in the online market Morrison uses the following strategy:

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Market entry: with the situation of expanding business online Morrison's uses the direct
marketing strategy to enter in the international market (Tamer, 2009). This strategy is
appropriate for the situation because through direct marketing company would be in
touch with their market customers.

Limited growth: For their growth in the market, Morrison should implement market
penetration strategies through which company will lowers its product prices to capture
the international market. By lowering the prices Morrison will increase their sales hence,
it will generate their company's revenue (Goldman and Gabriel, 2005).

Substantive growth: Morrison should adopt targeting new market customer strategies for
increasing their growth in revenue. Online platform will give opportunities to the
Morrison to satisfy their new customers by offering them quality services and convenient
option to deliver their product directly to their customers through supply chain
management.

TASK 4- Implementing strategy


4.1 Roles and responsibilities of personnel who are charged with strategy implementation
While, implementing the strategies in Morrison's roles and responsibilities of a personnel
includes:

Resource allocation: For implementing the strategies in the Morrison's personnel have
responsibility to measure the proper resource allocation in the strategies. Whether
financial resource, human resource or any material. Personnel should manage effective
resources to align with the company's objectives (Vorhies and Morgan, 2003).

Communication: For the successful implementation of strategy the personnel who is the
incharged should ensure effective communication in the organization. The personnel
through communication ensure that objectives are clearly defined to the staff and
employees of Morrison. With the communication personnel should also ensure that
information regarding the project or strategy should be properly shared with the teams
and individual member working in the Morrison.

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Team work: Personnel (who are in-charge of implementing the strategy of Morrison) are
also accountable for planning and managing the work of other individual, and also for
coordinating the available resources and phase of the task so that Morrison can achieve
the objectives that is ultimately strategy.

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Monitoring the strategy: Personnel should also have responsibility for monitoring the
implementation of strategy in the organization. As with wrong implementation of strategy
it will lead to the expenses for the company.

4.2Estimated resource requirement for implementing new strategy


The estimated resource requirement for implementing a new strategy in the Morrison
include:

Financial resources: Financial resources is the foremost requirement for implementing


the strategy in the Morrison. With the help of proper allocation of financial resources to
every department will lead to smooth functioning of the department (Richardson, 2008).
Morrison will mainly focuses on allocating funds to the marketing department so that
they should formulate effective strategies to promote their product in the large customers.
It will also help the company to align with the strategic goals (Porter, 2001).

Human resource: Human resource or manpower requirement is the another resource that
is being required for implementing the new strategy in the Morrison. With manpower

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planning company would estimate the total manpower inventory required in the future to
implement strategy in the company. With inadequate manpower planning it will lead to
the loss because Morrison have no skilled manpower for implementing the strategy.

Physical resources- These resources consists of raw material,assets and other related
factors that contribute towards creating brand image of the firm by providing good
quality of services to customers. While implement the new strategy, management have to
arrange the necessary resources that aid to ensure consistent flow of production. It
facilitate to cater need of different types of buyers. In addition to this, time line is also the
imperative factors that need to be decided in advance. It is because company have to
provide training for its personnel in accordance with new strategy. It aid to increase
overall rate of return and deliver good quality of services to large number of buyers.

4.3 Contribution of SMART targets to achievement of strategic implementation


SMART targets are the suitable for Morrison company for achieving the desired
outcomes. Morrison should focuses on implementing SMART objectives through which they
should attain successful position in the global market.

Specific: Specific goals should be clear for the Morrison Company that is company
would capture 30% of their market share in the next 3 years through expanding their
activities through adopting e-business (Teece, 2000).
Measurable: Measurable goals for the Morrison's should be in numerical terms that is
company is financial sound in expanding their activities online.
Achievable: Achievable goals contributes that Morrison's should possess that much
employees that can contribute in achieving the objective. e.g. company should have
caliber and skilled human resource and technology that will help the company in
adopting e-business strategy (Cagliano, Caniato and Spina, 2005).
Reliable: Reliable goals should focus on assigning goals to the employee that will be
accountable for achieving the goals. Morrison should dependent on Marketing
department activities because the marketing department will frame their policies and
procedure regarding e-business.

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Time frame: SMART goals must include the time period so that in which Morrison
should accomplish these goals. Company has decided the time period of 2 year for
expanding their business online (Auzair and Langfield-Smith, 2005).
The smart objectives serve as the basis of motivation for management as well as
employees. Because as per the objectives, standards are set at the individual level of team wise.
It assist management to communicate the main objectives of implementing the strategy so that
employees can put their efforts in the same direction. Further, SMART objectives is the way to
allocate resources for each business activities in order to get the desired output. It can be
critically evaluated that, without making use of SMART Objectives, it is not possible to
implement the strategy. Because company cannot not move forward without specific objectives.
Theretofore, SMART objectives is the effective way to reduce the cost of production and
increase overall rate of return. Furthermore, it create certainty and provide the path for successful
implement of proposed strategy. It enables employees to work in the direction of growth and
success of Morrsions.

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CONCLUSION
The report have measure that how company's vision, mission and strategic goals and
objectives modify strategic planning of the Morrison. It also analyses the strategic positioning of
the company by carrying out SWOT analysis and Value-chain analysis. Lastly, Report also
measures the roles and responsibility of a personnel that is incharged while implementing the
strategy.

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