Morrisons - Verdict Company Briefing

Morrisons - Verdict Company Briefing - new company profile report published
2013-01-09 22:34:33 - Morrisons - Verdict Company Briefing - a new company profile report on

Morrisons is the UK´s fourth largest supermarket operator. Following the arrival of Dalton Phillips as the retailer´s CEO in March 2010, Morrisons has outlined its intention to further develop its fresh food offer - with fresh format stores, launch a transactional website – building on the learnings from kiddicare, rollout its M Local convenience stores and expand its non-food offer




Report Scope

- Plan your expansion strategy by understanding how and where Morrisons has increased its store portfolio, and the impact this has had on densities
- Benchmark your performance in food & grocery with detailed key performance indicators across sales and space data for Morrisons
- Compare your fresh food strategies with Morrisons new format stores
- Analyse the risk posed to competition by expansion of the M local convenience format

Key Highlights

Morrisons´ has faced a challenge in marrying its focus on quality & fresh with low price resonance in an austere climate. Morrisons is the only one of the Big Four to stay away from price comparison strategies. According to our How Britain Shops data for 2012 price as a driver of disloyalty has increased year-on-year by 5.3 percentage points.

Late to the online grocery market Morrisons has yet to launch a transactional site. When it does so it will find a tough audience awaits. Shopping behaviour has matured in the channel and expectations are growing. There is a lot of ground to be made up and Morrisons will face a much tougher challenge than any of its competitors have in the past.

Morrisons has lost three senior executives in 2012 with the departure of chief financial officer Richard Pennycook, commercial director Richard Hodgson and marketing director, Richard Lancaster. These high profile departures threaten to destabilise CEO Dalton Philip´s drive towards revitalising the retailer.

Reasons to Buy

- Will Morrisons food & grocery sales recover in 2013, and what impact will there be on market share?
- What are Morrisons plans for expansion over the coming years, and how will this contribute to sales growth?
- How has Morrisons fresh format rollout impacted its price perception?

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