Wm Morrison Supermarkets Plc Case Study Example | Topics and Well Written Essays - 3000 words

Wm Morrison Supermarkets Plc - Case Study Example The Group operates 375 stores spread across the United Kingdom. The Group operates in the United Kingdom, the Netherlands and the Isle of Man.' Wm Morrison Supermarkets PLC - Company Profile Snapshot, (http://wrightreports.ecnext.com/ coms2/ reportdesc_ COMPANY_C826N2770, viewed on 24th March, 2009) The company was founded in the year 1899 by William Morrison. The Headquarters was at Bradford inWest Yorkshire. The company initiated its expansion by the takeover of another company viz., Safeway in the year 2004. Thereafter the company registered commendable growth and at present it has a total of 382 superstores across the UK. The Morrison family currently owns around 15.5% of the company. Morrisons has now a remarkable stronghold in the supermarket chain and has earned good profits through the years and has given good divident to its shareholderes. The adoption and implementation of effective marketing strategies with the support of latest technologies have helped the company in the flawless management of inventory, logistics and warehousing. Here, in this essay the Technological, financial and marketing techniques implemented by Morrisons for its success is being discussed.. Wm Morrison Supermarkets LLC (Morrison) one of U.K.'s largest food retailers and has its area of operation related to retail supermarket stores and connected actions. The varied range of products which Wm Morrison has to offer include fresh foods, home and leisure products, wines and spirits, groceries and beers, through its 365 stores, 13 manufacturing sites and 12 distribution centers in the whole of U.K. The different branded products of the company are; Eat Smart, Organic, free from, At Home, First Home, BettaBuy, skin colour products and private label products. The market share of the Morrisons gained and it extended beyond its rivals. Consumers became more and more health and budget-conscious and they started preferring necessities to improvised spending. GBP 655 million was the profit before taxation for the year. This is an increase of around GBP 43 million over the previous year profits. But the net income for the equity share holders reduced by 17% and the earnings per share also dropped down. The yearly turnover for fiscal 2009 is higher by 12% and 3% of this growth is because of its very high prices of fuel. The growth in the existing stores were 7.9%, increase in customer numbers by 4.2% and average basket used up by3.6%. Wm Morrison Supermarkets Plc branded advanced profit before tax in fiscal 2009, after it wheedled consumers with freshened and rebranded stores. The supermarket chain also increased its dividends and also announced that it was going to open up more stores across U.K. Morrisons has raised 601,212 in aid of Help the Aged and Childline. They have been able to do this by: Selling pin badges in store Charity of the Year Collections (more coming in December!) Donations from reusable charity carrier bags Stop for Tea parties nationwide Recycling mobile phones History of the Company Morrisons started their business as as an egg and butter merchant in Rawson Market of Bradford under the name of Wm Morrison (Provisions) Limited. In 1952, his son, Ken Morrison took over the company while he was only 26 years old. In 1958 it opened a small self-service store in Bradford. This store was the first shop of its kind in Bradford delivering poducts with a price