STRATEGICAL MANAGEMENT Essay Example | Topics and Well Written Essays - 750 words

STRATEGICAL direction - Essay ExampleAnother measure of success is sales intensity per square metre. Economies of scale and higher(prenominal) sales density deliver lower unit costs and higher net margins potentially guide to a spiral of supermarket growthMorrisons is now one of just four supermarket chains that dominate the full-size super stack away market in the United Kingdom. In descending order of size the other three are Tesco, ASDA (owned by Wal-Mart), and Sainsburys. Morrisons strategy is based on doing the basics efficiently, selling predominantly food at lower prices, and doing so scarce from large stores. This is a different approach from the other three big chains.Morrisons products are marketed under twain slogans much reasons to shop at Mossisons and Quality and Value. The more reasons campaign was backed up with say adverts explaning numbered reasons. There are usually a large range of special offers in each stor. Until recently the television advertising camp aign for Morrisions had featured the voice of actor Sean Bean but recently this has changed to a middle class and southern English sounding womans voice. This has now once again changed.Morrisons announced that it lead ditch its traditional incitering and strapline in favour of a more modern brand image. chief operating officer Marc Bolland announced Reflecting our nationwide presence and our many new customers, we testament be making Morrisons the food specializer for everyone. The change will see the replacement of the current logo and the almost equally iconic More reasons to shop at Morrisons strapline, replaced with fresh for you everyday or fresh choice for you and Food specialist for everyone. It will also involve the replacement of external signage, as well as changes to product packaging, point of sale, advertising, stave uniforms (replacing the old blue ties and bows to green ones) and distribution vehicles. The rationale behind the decision is the need for Morrisons t o attract a wider national customer base, capitalising on its expanded geographical spread following the acquisition of Safeway.On 4 June 2007, Morrisons launched their recycling recyclopedia for Morrisons packaging which is a new on-pack labelling scheme to help recycle more. It aims to help increase sensory faculty of what can be recycled and where. The scheme has been welcomed by the national recycling campaign, Recycle Now, and was launched during Recycle Now Week.Morrisons in- store advertising become markedly more aggressive towards competitors- throughout July 2007 sandwich boards comparing prices directly with those of named competitors incur appeared which gave a favorable impression of Morrisonss price levels.All Morisons own- brand product packaging is being remember with the new logo. The Bests packaging has now changed in colour from black to a dark green, while the Bettabuy brand has been replaced with Morrisons value, with yellow and green packaging.Morrisons launc hed a three-year Optimisation Plan aimed at cutting costs to ensure future profit recovery. This includes 60m expense of cost savings in distribution and support functions, as well as adapting the smaller Choice coif stores below 25,000 sq ft, representing 40% of the store estate, to fit with local demographic and cultures.Morrisons realizes that its brand