1.0 EXECUTIVE SUMMARY

This report presents a detailed strategic marketing analysis of Morrisons plc. The supermarket retailing industry has become highly competitive in the U.K and unlike other developed regions in the world, still shows potential of growth opportunities. However it is also vital to acknowledge that opportunities are available for only industrial players who are willing to provide high value for customers at competitive prices. From being a regional player, Morrisons have arrived at a major crossroads by acquiring Safeway supermarkets and it has come to challenge the major national and global competitors. As a result, it is critical to conduct a comprehensive marketing analysis in order to forge ahead.

The issues to be analysed, have been structured in a different sequence in contrast to that of given in my brief, for the purpose of facilitating the process of analysis.

2. 0 INTERNAL ANALYSIS
2. 1 AN INTERNAL AUDIT
2. 1.1 Strategy