Creative organisation - Essay Example

Wm Morrison is Creative Business Introduction Organizational Description Morrisons supermarket is the fourth largest supermarket in United Kingdom with headquarters in Bradford. Founded in 1899 by entrepreneur William Morrison, the organization has grown tremendously through immense creativity and innovation in marketing and product branding (Rowles 2014). It was registered as public limited company in the London stock market, and it continues to flourish as per 2014 March, the organization commands 11% of market share, making it one of the biggest market owners.

Some of the leading supermarket chains include Tesco 28.7%, Sainsbury 16.6%, and Asda 17.3% share according to London Stock Market Report 2013 (Dawson & Andriopoulos 2014). Company Ownership The company is found in 618 locations in United Kingdom with approximately 125,000 employees working in the retail stores across the country. Morrison family owns 10%, Thread needle Asset Management 5%, Brand investment 5%, Silchester Investors 5% and many small shareholders making the remaining 70% of the shares.

As a public company, it has many individual and company share proportion in the broad range of products (Dawson & Andriopoulos 2014). Products and Services Morrison is a retail supermarket dealing with a broad variety of products across its stores. The organization is a retailer dealer with varied products ranging from kitchen, laundry, and furniture. Each of these products is established as an independent brand. Wm Morrison specializes in retail and distribution of goods throughout its extensive network of supermarkets.

In 2003 fiscal year, the company had recorded revenue of $ 7.2 billion, which was 14.2% revenue increase as compared to the previous year (Dawson & Andriopoulos 2014). Notably, intense marketing and promotional efforts has been the herald for the continued growth of the company market shares besides, marked increased in product branding and employees creativity remain the cornerstone of success. Wm Morrison chain supermarket is arguably the most creative retail business in the history of the United Kingdom retail business because of a number of reasons (Goodman & Dingh 2013).

Firstly, having wide range of products ranging from food to petrol stations, the company have utilized integrated multiple services and goods for consumers. This uses the intent of creating a one-stop shop as a fundamental basis of supermarket. Evidently, this is ultimate creativity explored in diversification of products and services. Secondly, the strategic vertical integrated operation describes the monumental creativity of this retail stores (Ogunlaru 2012). Morrison in U.K is a unique retailer that has vast investment in manufacturing fresh food products and processing facility.

Its creativity is seen in food processing integration that incorporates dairy products, fresh meat, pizza, sausages and cooked food retail alongside its raw products. Besides, in line with its operation strategy, the fiscal year of 2006 saw the company invest its profits in distribution and manufacturing (Dawson & Andriopoulos 2014). This resulted in the expansion of in-house baking capacity by 80% and subsequent development of the market it claims (Rowles 2014). While many supermarkets concentrate on retail trade, Morrison has creatively integrated its manufacturing and distribution operation to expand its market shares.

Furthermore, the company continues to remain strategic in its service through creative actions. Acquisition of 331 Safeway stores as from 2004 and establishment of 15 vital new stores saw the company expand to Southern parts of the United Kingdom. The ultimate goal is diversification of the product and expands the geographical locations. Establishment of Kiddicare, NUTMEG clothing and Morrison online services has given the company a competitive edge over existing supermarkets (Dawson & Andriopoulos 2014).

The target market expansion has seen the company grow immensely in food and clothing products despite existence of cloth and fast food outlets across the country. The employees have been entrusted with substantial authority and responsibility that has been incredible in growing young, vibrant and creative body of workers. Creativity has been seen in Morrison management initiatives. Through the launch of Optimization Plan 2008, the company management embarks on training its employees on how to ensure quality products and customer services with minimum cost possible (Dawson & Andriopoulos 2014).

This plan aimed at minimizing the cost in the wake of increased financial crisis while ensuring that the products continue to enjoy economies of scale. Notably, 2008 saw the company profits margin dwindle significantly. Thus, initiating employees and entire company purposeful actions, the company reduced operating costs by over 10%, while many supermarket outlets battle with the dwindling fortunes (Dawson & Andriopoulos 2014). Creativity of employees and management was seen during this financial crisis period, optimization plan had both short-term and long-term projections.

Certainly, measuring customers satisfaction is a significant step towards ensuring customers loyalty and subsequently customers retention. In order to promote consumers loyalty, Morrison supermarkets use phone calls, emails, and online surveys to gauge levels of services and goods. This is wider scheme of management creativity that seeks to perpetuate consumers satisfaction using feedback strategy. Although many retail businesses have less contact with its customers, this company has put in place creative strategies that would ensure consumers follow-up.

It is now part of integral Morrison culture to undertake consumers research by utilizing technology and existing communication channels. Besides, creativity has been seen in the exterior and interior designs of Morrison Stores across the UK stores. It has become an important marketing strategy as well as branding tool. In addition, the increased consumer awareness of eating habits has seen Morrison employees creativity in a campaign dubbed "Eat healthy, pay less." Although it was marketing strategy for its food products, the campaign paid attention to the recent campaigns for eating healthy (Williamson et al., 2013). Moreover, through its current website Morrison Cellar, the company has increased its access to a wider market through online platform.

Conclusion Through integration of a wide range of products, technology and strategic management decisions such as take-overs, Morrison has shown immense creativity. The growth of this retail business will spur to greater heights if its managers continue to invest in adopting technology and marketing strategies. References List Dawson, P., & Andriopoulos, C. 2014. Managing change, creativity & innovation. Goodman, M., & Dingli, S. M. 2013.

Creativity and strategic innovation management. Abingdon, Oxon: Routledge. Ogunlaru, R. 2012. Soul trader: Putting the heart back into your business. Rowles, D. 2014. Mobile marketing: How mobile technology is revolutionizing marketing, communications, and advertising. Williamson, D., Williamson, D., Cooke, P., Jenkins, W., & Moreton, K. M. 2013. Strategic Management and Business Analysis. Hoboken: Taylor and Francis.