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Company > Morrisons: Business Model, SWOT Analysis, and Competitors 2023

Morrisons: Business Model, SWOT Analysis, and Competitors 2023

Published: Mar 02, 2023

Inside This Article


    In this blog article, we will delve into the business model of Morrisons, a leading supermarket chain in the UK. We will examine the key components of their business model, including their focus on quality and value, extensive product range, and commitment to customer service. Additionally, a comprehensive SWOT analysis will be conducted to identify the strengths, weaknesses, opportunities, and threats facing Morrisons in the competitive market. Furthermore, we will explore the current and potential competitors that Morrisons may encounter in the year 2023.

    What You Will Learn:

    • Who owns Morrisons and the importance of understanding the ownership structure of a company.
    • The mission statement of Morrisons and how it guides the company's actions and decisions.
    • How Morrisons makes money and the key revenue streams that contribute to its financial success.
    • An explanation of the Morrisons Business Model Canvas and how it can help to understand the company's overall strategy and operations.
    • The main competitors of Morrisons and the challenges they pose to its market position.
    • A SWOT analysis of Morrisons, including its strengths, weaknesses, opportunities, and threats, to gain insights into its current standing and future prospects.

    Who owns Morrisons?

    Overview of Ownership

    Morrisons, one of the largest supermarket chains in the United Kingdom, is owned by a combination of shareholders. Since its inception in 1899, the ownership structure of Morrisons has evolved over time. Today, the company is publicly traded on the London Stock Exchange, allowing a wide range of investors to own shares in the company.

    Major Shareholders

    As of the latest available information, several major institutional shareholders hold significant stakes in Morrisons. These include investment management firms, pension funds, and other financial institutions. Among the largest shareholders are Vanguard Group, BlackRock, and Legal & General Group. These institutional investors often manage funds on behalf of individual investors, making ownership of Morrisons widespread.

    Individual Shareholders

    In addition to institutional investors, many individual shareholders also own Morrisons shares. These can include retail investors, employees, and executives who have acquired shares through employee share schemes. Owning shares in Morrisons allows individuals to have a stake in the company's performance and potentially benefit from dividends and capital appreciation.

    Board of Directors

    The ownership of Morrisons is further represented by its board of directors. The board consists of individuals who are responsible for strategic decision-making and overseeing the company's operations. The directors are appointed by shareholders and work in the best interest of the company and its stakeholders.

    Changing Ownership Landscape

    It is important to note that the ownership structure of Morrisons can change over time. Shareholders may buy or sell their stakes, and new investors can enter the market. Additionally, there have been instances in the past where companies or private equity firms have expressed interest in acquiring Morrisons. Therefore, it is crucial for shareholders and stakeholders to stay informed about the latest developments in terms of ownership.


    In conclusion, Morrisons is a publicly traded company owned by a combination of institutional and individual shareholders. The major shareholders include investment management firms, pension funds, and other financial institutions. However, ownership can change over time, so it is vital to keep track of the evolving ownership landscape. By understanding the ownership structure, shareholders and stakeholders can gain insights into the company's governance and decision-making processes.

    What is the mission statement of Morrisons?

    The Mission Statement of Morrisons: Putting Our Customers First

    Morrisons, one of the largest supermarket chains in the United Kingdom, has a clear and concise mission statement that guides its operations and strategic direction. The company's mission statement is centered around putting its customers first in everything it does. With a commitment to delivering exceptional value, quality, and service, Morrisons aims to meet and exceed the expectations of its diverse customer base.

    The mission statement of Morrisons is not just a mere statement; it is deeply ingrained in the company's culture and permeates every aspect of its operations. By prioritizing its customers, Morrisons strives to create a shopping experience that is both enjoyable and convenient. This means offering a wide range of high-quality products at affordable prices, ensuring that customers can find everything they need under one roof.

    Furthermore, Morrisons understands that customer satisfaction is not solely based on product offerings. The company places great importance on providing excellent customer service, with friendly and knowledgeable staff ready to assist shoppers with any inquiries or concerns. Whether it's helping customers find specific items, providing cooking tips, or addressing complaints, Morrisons aims to create a welcoming and helpful environment for its customers.

    In addition to its commitment to customers, Morrisons also recognizes its responsibility towards the communities it serves. The company actively engages with local communities, supporting various charitable initiatives and promoting healthy living programs. By fostering strong relationships with its customers and communities, Morrisons aims to make a positive impact beyond just providing groceries.

    In summary, Morrisons' mission statement revolves around putting its customers first, providing exceptional value, quality, and service. By understanding and meeting the needs of its customers, as well as actively engaging with the communities it serves, Morrisons strives to be more than just a supermarket. It aims to be a trusted partner in meeting the daily needs and aspirations of its customers while making a positive difference in society.

    How does Morrisons make money?

    Retail Sales

    The primary source of revenue for Morrisons is through its retail sales. As one of the largest supermarket chains in the United Kingdom, Morrisons operates a vast network of stores across the country. These stores offer a wide range of products, including groceries, clothing, household items, and electrical goods. Customers visit Morrisons stores to fulfill their daily shopping needs, which generates income for the company.

    Online Sales

    In recent years, Morrisons has also been focusing on expanding its online presence. The company operates an e-commerce platform that allows customers to shop for groceries and other products online. With the increasing popularity of online shopping, Morrisons has been able to tap into this market and generate additional revenue. Customers can choose to have their groceries delivered to their doorstep or opt for click and collect services, providing convenience and flexibility to shoppers.


    Apart from retail and online sales, Morrisons also earns revenue through its wholesale operations. The company supplies a range of products, including fresh produce, meat, dairy, and bakery items, to various businesses such as restaurants, cafes, and convenience stores. This wholesale business allows Morrisons to reach a broader customer base and diversify its revenue streams.

    Fuel Sales

    Many Morrisons stores have their own petrol stations, which contribute to the company's revenue. Customers can fill up their vehicles while shopping at Morrisons, providing them with added convenience. Fuel sales are a significant contributor to Morrisons' overall income, particularly as the cost of fuel fluctuates.

    Other Services

    In addition to its core retail operations, Morrisons offers several other services that generate revenue. These include Morrisons Cafés, pharmacies, and photo printing services. These additional offerings not only provide customers with added convenience but also contribute to Morrisons' overall profitability.

    Overall, Morrisons generates its income primarily through retail and online sales, supplemented by wholesale operations, fuel sales, and various additional services. By diversifying its revenue streams and adapting to changing consumer trends, Morrisons has been able to maintain its position as one of the leading supermarket chains in the UK.

    Morrisons Business Model Canvas Explained

    Introduction to Morrisons Business Model Canvas

    The Business Model Canvas is a strategic management tool that allows businesses to visualize, analyze, and communicate their business model in a concise and structured manner. In this section, we will explore the key components of Morrisons' business model canvas and how they contribute to the company's success in the highly competitive retail industry.

    Key Partnerships

    Morrisons operates in a complex ecosystem where partnerships play a crucial role in ensuring the smooth functioning of its operations. The company collaborates with a wide range of partners, including suppliers, farmers, manufacturers, and logistics providers. These partnerships enable Morrisons to source high-quality products at competitive prices and maintain a reliable supply chain.

    One notable partnership for Morrisons is its collaboration with local farmers and suppliers. By working closely with these partners, Morrisons ensures that it offers customers fresh and locally sourced produce. This not only supports local businesses but also helps the company differentiate itself from competitors by providing a unique selling point centered around quality and sustainability.

    Key Activities

    Morrisons' key activities revolve around the operation of its physical stores, online platforms, and supply chain management. The company focuses on maintaining a strong retail presence by constantly improving its store formats, enhancing customer experience, and expanding its product range. These activities are supported by Morrisons' investment in technology and innovation, enabling it to stay relevant in the digital age.

    In recent years, Morrisons has also placed significant emphasis on its online operations. The company has invested in developing user-friendly e-commerce platforms, expanding its home delivery services, and establishing partnerships with third-party delivery providers. These activities have allowed Morrisons to tap into the growing online grocery market and cater to the changing preferences of customers who value convenience and flexibility.

    Key Resources

    Morrisons' key resources include its network of physical stores, distribution centers, IT infrastructure, and human capital. The company operates over 500 stores across the UK, which serve as a vital touchpoint for customers. These stores not only generate revenue but also act as a showcase for Morrisons' products and brand.

    Furthermore, Morrisons' distribution centers play a critical role in its supply chain operations. These centers enable efficient storage, sorting, and distribution of products to ensure timely delivery to stores and online customers. The company's investment in IT infrastructure supports its online operations, including website development, order management systems, and data analytics.

    Lastly, Morrisons recognizes the importance of its employees as a valuable resource. The company prides itself on a highly skilled and dedicated workforce, from store staff to logistics personnel. Their expertise and commitment contribute to Morrisons' ability to deliver exceptional customer service and maintain operational excellence.

    Key Revenue Streams

    Morrisons generates revenue primarily through the sale of groceries and other consumer products in its stores and online platforms. The company offers a wide range of products, including fresh produce, dairy, meat, bakery items, and household essentials. Additionally, Morrisons generates revenue from its online delivery services, including delivery charges and subscription fees for its loyalty program, Morrisons More.

    Moreover, Morrisons has diversified its revenue streams by entering into partnerships with other companies. For instance, the company has collaborated with Amazon to offer same-day delivery services through the Amazon Prime Now platform. This partnership allows Morrisons to reach a broader customer base and tap into Amazon's extensive customer network.


    Morrisons' Business Model Canvas provides a comprehensive overview of the company's strategies and operations. By focusing on key partnerships, activities, resources, and revenue streams, Morrisons has been able to establish itself as a successful player in the retail industry. The company's emphasis on customer experience, innovation, and sustainability has enabled it to adapt to changing market dynamics and maintain a competitive edge.

    Which companies are the competitors of Morrisons?

    Major Competitors

    Morrisons, one of the largest supermarket chains in the UK, faces stiff competition from several major players in the industry. Here are some of the key competitors of Morrisons:

    1. Tesco: As the largest grocery retailer in the UK, Tesco poses a significant threat to Morrisons. With a diverse range of products, competitive pricing, and a strong online presence, Tesco is constantly vying for market share.

    2. Sainsbury's: Another major competitor, Sainsbury's, holds a significant market share in the UK grocery sector. With a wide range of products, a loyalty program, and a focus on quality, Sainsbury's consistently challenges Morrisons' position.

    3. ASDA: As part of Walmart, ASDA is a formidable competitor for Morrisons. Known for its low prices, ASDA attracts price-conscious shoppers and offers a vast range of products, including its own brand, George.

    Discount Retailers

    In addition to the major competitors, Morrisons also faces competition from discount retailers that have gained popularity among cost-conscious consumers. These discount supermarkets have disrupted the traditional grocery market and continue to attract a significant customer base. Some notable discount retailers competing with Morrisons include:

    1. Aldi: Known for its "no-frills" approach, Aldi offers a limited product range but focuses on high-quality products at low prices. Its efficient business model and strong reputation for value make it a significant competitor for Morrisons.

    2. Lidl: Similar to Aldi, Lidl is a German discount supermarket that has gained traction in the UK. With its focus on affordability, Lidl offers a range of products including fresh produce, baked goods, and household essentials.

    3. Iceland: Although primarily known for frozen foods, Iceland has expanded its offerings to include fresh produce and other grocery items. With competitive prices, Iceland appeals to budget-conscious shoppers looking for convenient options.

    Online Retailers

    The rise of e-commerce has also led to increased competition for Morrisons in the form of online retailers. These companies excel in convenience and home delivery, attracting customers who prefer to shop from the comfort of their homes. Key online competitors for Morrisons include:

    1. Amazon Fresh: Leveraging its vast logistics network, Amazon Fresh delivers groceries directly to customers' doorsteps. With a wide selection of products, competitive pricing, and the convenience of same-day delivery, Amazon Fresh poses a significant threat to Morrisons' online market share.

    2. Ocado: As an online-only supermarket, Ocado has established a strong presence in the UK grocery market. With its advanced technology, efficient delivery system, and partnerships with major brands, Ocado competes directly with Morrisons in the online space.

    In conclusion, Morrisons faces fierce competition from major players like Tesco and Sainsbury's, discount retailers like Aldi and Lidl, as well as online retailers such as Amazon Fresh and Ocado. To stay competitive, Morrisons must continuously innovate, offer competitive pricing, and provide a superior shopping experience to attract and retain customers.

    Morrisons SWOT Analysis


    • Strong brand presence: Morrisons is one of the leading supermarket chains in the UK, with a strong brand reputation built over several decades. The company is known for its commitment to high-quality products, excellent customer service, and competitive pricing.
    • Extensive product range: Morrisons offers a wide range of products, including fresh produce, groceries, household items, clothing, and electronics. This diverse product range attracts a wide customer base and ensures that customers can find everything they need under one roof.
    • Vertical integration: Morrisons operates its own manufacturing facilities, which allows for better control over the supply chain and ensures consistent product quality. This vertical integration also enables the company to offer competitive prices to customers.
    • Strong online presence: Morrisons has made significant investments in its online platform, allowing customers to conveniently shop from the comfort of their homes. The company offers delivery services and has partnered with popular online platforms to expand its reach and customer base.


    • Limited international presence: Unlike some of its competitors, Morrisons has limited international operations. This restricts its growth potential and makes it vulnerable to fluctuations in the UK market.
    • Slow adoption of technology: While Morrisons has made efforts to improve its online platform, the company has been slower to adopt new technologies compared to some of its competitors. This could impact its ability to stay competitive in the rapidly evolving retail industry.
    • Geographic concentration: Morrisons primarily operates in the UK, with a significant concentration of stores in northern England. This geographic concentration makes the company more susceptible to regional economic fluctuations and limits its exposure to other potentially profitable markets.


    • Expansion of online sales: The COVID-19 pandemic has accelerated the shift towards online shopping, presenting an opportunity for Morrisons to further expand its online sales. The company can invest in improving its website and delivery infrastructure to capture a larger share of the growing online grocery market.
    • Expansion into new markets: Morrisons can explore opportunities to expand its operations internationally, leveraging its strong brand reputation and expertise in the retail sector. Entering new markets can provide the company with additional revenue streams and reduce its dependence on the UK market.
    • Focus on sustainability: With increasing consumer awareness and demand for sustainable products, Morrisons can capitalize on this trend by offering a wider range of eco-friendly and ethically sourced products. This can help attract environmentally conscious customers and enhance the company's brand image.


    • Intense competition: The UK grocery market is highly competitive, with several established players and the entry of discounters such as Aldi and Lidl. This intense competition puts pressure on Morrisons to continuously innovate, maintain competitive pricing, and differentiate itself to retain and attract customers.
    • Economic uncertainties: Economic fluctuations, such as recessions or inflation, can impact consumer spending habits and purchasing power. Morrisons may face challenges in maintaining sales and profitability during periods of economic uncertainty.
    • Changing consumer preferences: Consumer preferences and shopping habits are constantly evolving. Morrisons needs to stay abreast of these changes and adapt its offerings and strategies accordingly. Failure to do so may result in a decline in customer loyalty and market share.

    Key Takeaways

    • Morrisons is owned by a consortium of investors led by Fortress Investment Group, with participation from CPPIB and Koch Real Estate Investments.
    • The mission statement of Morrisons is to serve and satisfy their customers with great quality products at affordable prices, while also being responsible and sustainable in their operations.
    • Morrisons primarily makes money through the sale of groceries, including fresh produce, meat, dairy, and other household items, both in-store and online.
    • The Business Model Canvas of Morrisons includes key elements such as customer segments, value proposition, channels, customer relationships, revenue streams, key activities, key resources, key partnerships, and cost structure.
    • Some of the main competitors of Morrisons include Tesco, Sainsbury's, Asda, and Aldi.

    SWOT Analysis of Morrisons:

    • Strengths: Morrisons has a strong brand presence, a wide range of fresh and affordable products, and a well-developed online platform.
    • Weaknesses: The company has a smaller market share compared to some of its competitors, and faces challenges in terms of scalability and international expansion.
    • Opportunities: Morrisons has opportunities to expand its online presence, invest in sustainability initiatives, and explore potential partnerships or acquisitions.
    • Threats: The grocery industry is highly competitive, with potential threats from discount retailers, changing consumer preferences, and economic fluctuations.


    In conclusion, Morrisons is owned by a diverse group of shareholders, including institutional investors and individual shareholders. The company's mission statement focuses on being the best food retailer in the UK, providing high-quality products and excellent customer service.

    Morrisons generates its revenue primarily through the sale of groceries and other products in its supermarkets and online. The company has a robust business model, as explained in the Morrisons Business Model Canvas, which highlights key aspects such as its value proposition, customer segments, channels, and revenue streams.

    In terms of competition, Morrisons faces tough rivalry from other major UK retailers such as Tesco, Sainsbury's, and Asda. These companies constantly strive to gain market share and attract customers through competitive pricing, product range, and customer experience.

    Lastly, conducting a SWOT analysis of Morrisons reveals its strengths, weaknesses, opportunities, and threats. The company's strengths include a strong brand reputation and a wide range of own-label products, while weaknesses include limited international presence. Opportunities lie in expanding its online presence and diversifying its product offerings, while threats include intense competition and changing consumer preferences.

    Overall, Morrisons is a prominent player in the UK retail industry, driven by its mission to deliver high-quality food products and exceptional customer service. While facing competition and various challenges, the company continues to adapt and evolve to meet the changing needs of its customers.


    What are the strengths of Morrisons?

    1. Fresh food offering: Morrisons has a strong reputation for offering high-quality fresh food, including a wide range of fruits, vegetables, and meat products. They have a strong supply chain and own many of their own food processing facilities, allowing them to maintain control over the quality of their products.

    2. Competitive pricing: Morrisons is known for its competitive pricing strategy, offering affordable prices to customers. They frequently run promotional offers and discounts, making their products more accessible and affordable for a larger customer base.

    3. Strong own-brand products: Morrisons has a wide range of own-brand products, including their popular "The Best" range, which offers premium-quality products at competitive prices. These own-brand products help differentiate Morrisons from its competitors and provide additional value to customers.

    4. Local sourcing: Morrisons prioritizes sourcing products from local suppliers and farmers, supporting local communities and reducing their carbon footprint. This focus on local sourcing helps create a positive image for the company and resonates with customers who value sustainability and supporting local businesses.

    5. Online presence and delivery service: Morrisons has invested in its online presence and offers a comprehensive online shopping platform with home delivery and click-and-collect options. This has become increasingly important, especially during the COVID-19 pandemic, as more customers turn to online shopping. Morrisons' efficient delivery service has helped them attract and retain customers.

    6. Customer loyalty: Morrisons has a strong base of loyal customers who appreciate the company's focus on quality, affordability, and customer service. They have a well-established loyalty program, called "Morrisons More," which offers various benefits and rewards to customers, further enhancing customer loyalty.

    7. Strong financial performance: Morrisons has consistently delivered strong financial results, demonstrating their ability to effectively compete in the market. This financial stability allows them to invest in their stores, products, and services, ensuring continued growth and success.

    What are Morrisons weaknesses?

    Some potential weaknesses of Morrisons, a British supermarket chain, could include:

    1. Limited international presence: Compared to some of its competitors, Morrisons has a relatively small international presence. This may limit its growth opportunities and expose it to risks associated with reliance on the UK market.

    2. Geographic concentration: Morrisons' operations are primarily concentrated in the UK, which makes the company vulnerable to regional economic fluctuations and competitive pressures specific to that market.

    3. Limited online presence: Morrisons has been slower to adopt and expand its online grocery delivery services compared to some of its competitors. This could result in missed opportunities, especially in an increasingly digital and convenience-oriented market.

    4. Limited product range: Morrisons may have a more limited product range compared to larger supermarket chains, which could potentially affect its competitiveness and customer satisfaction.

    5. Pricing strategy: Morrisons may struggle to compete on price with some of the larger discount supermarket chains, which could impact its ability to attract cost-conscious customers.

    6. Brand perception: Morrisons may face challenges in terms of brand perception, as it may be seen as less premium or innovative compared to some of its competitors. This could affect its ability to attract certain customer segments.

    It's important to note that these weaknesses may vary over time and are subjective to factors such as industry dynamics and competitive landscape.

    Are Morrisons struggling financially?

    As an AI language model, I don't have access to up-to-date financial information. However, as of my last knowledge, Morrisons, one of the largest supermarket chains in the UK, has been facing some challenges in recent years. In 2020, the company reported a decline in profits due to increased costs and a highly competitive market. Additionally, the COVID-19 pandemic has impacted the retail sector, with increased costs for implementing safety measures and changes in consumer behavior. It's always best to refer to the latest financial reports or news sources for the most accurate and up-to-date information on a company's financial situation.

    Who are Morrisons biggest competitors?

    Morrisons' biggest competitors in the UK grocery retail sector are Tesco, Sainsbury's, and Asda. These three supermarket chains, along with Morrisons, are often referred to as the "big four" in the UK grocery market. Additionally, discount retailers such as Aldi and Lidl compete with Morrisons in terms of price and value offerings.

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