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
