Morrisons Plc annual report and financial statement (2011) stated that Morrisons is one of the fourth largest food retailers by sales with an annual turnover in excess of £16 billion and account for 12.8% in the grocery industry (See appendix 1). However, the UK supermarket industry is intense competition so it required more new and effective tools to compete with rivals (Urbonavičius and Ivanauskas, 2005). Hence, for retaining and developing, Morrisons is not only needed to have excellent strategic operation management but also diversified itself in to the new market. This essay will analyze Morrisons’s operations management, its value chain and other aspects relate to quality which leads Morrisons difference from other …show more content…
Performing activities create cost and a company can outperform competitors only if it performs differently activities or similarly in different ways (Porter, 1996). When determining the way to achieve maximizes sale volume, Stinnett (2005) was recommended there is much important by understanding customer behavior how and why they purchased products or services to offer the right product, at the right time, in the right place, for the right price in the right quantity. Thus cost will be efficiency control.
Value chain is the tool for