Dynamics of Strategy - Dissertation Example

An extensive external business environment evaluation will be undertaken for determining the impact of external factors on the company’s strategy (Tassou S & Ge Y, retrieved on 20th April 2011). The e-strategic resource capability of Morrison would be analyzed to figure out its potential and capacity to meet the current demand and requirement of the retail industry. And lastly, it will also be examined whether Morrison is in strategic fir with the environment or needs certain reconstruction in its policies and procedures to sustain in the competitive league (Scotland H, 2005).

INTRODUCTION Wm Morrison Supermarket plc is generally referred to as ‘Morrison’ which was initially propounded by William Morrison way back in the year 1899, one of the most important organizations featuring in the FTSE 100 Index with almost 375 stores in operations currently. The organization is widely spread in both the northern and southern parts of England and strong presence in other regions as well. The organization prefers to keep its working as simple as possible but renders its services efficiently and effectively with the company policy to keep the pricing low and maintaining a high-efficiency level.

The study would analyze the strategic approaches of Wm Morrison Supermarket plc through traditional marketing tools such as PESTEL, Porter’s five forces model, along with emergent and international market strategy on e-business or online business strategy adopted by Morrison. The company’s financial decision-making and risk analysis approach would also be studied intensively. The term in itself is too wide; e-business can actually describe the organization's operation. E-business also reveals the various applications of information and communication technologies that a business can apply for attaining a cost reduction, enhancement in customer quality services, and creating a new market for existing products and newly developed products.

Morrison can effectively make use of e-business strategy to maximize its competitive advantage.