Developing competitive advantage through customer service


Introduction Morrisons was founded over 100 years ago, as a stall in Bradford market. It has been a family business for most of the time since. Under Sir Ken Morrison’s 55-year leadership, until he retired in 2008, the company grew steadily ‘from market stall to superstore.’ With over 450 stores, it is now the UK’s fourth largest food retailer. Differentiating the business Amongst the large supermarkets, several features make Morrisons stand out and differentiate it from competitors. By promoting its ‘fresh approach’ and commitment to sustainability, customers become aware of the freshness of its food and its concern for the environment. Morrisons holds great control of its supply chain known as the ‘field to fork’ approach. As a result it possesses more control over the quality of its produce. This helps create a competitive advantage. Fresh produce is sourced locally wherever possible, which is then processed in Morrisons’ own manufacturing facilities. Fresh produce is delivered into its own temperature-controlled warehouses and packing plants in the UK and abroad. Produce is then carefully transported to stores nationwide. This vertical integration allows Morrisons to support local producers and UK farmers. Achieving competitive advantage Morrisons employs more specialist butchers, fishmongers and bakers than any…

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