Morrisons: Their main qualities are focused on bringing customers fresh food, born

and bred in the U.K.They offer quality through their own manufacturing production
facilities that supply all of their stores, also over the online service that covers 50%
of the U.K. households. Morrisons have a vertical integrations that helps maintaining
the flexibility of the supply chain and adapting to customers demands throughout a
multi-channel offer for the convenience stores and the online business as well.
The number of customers who visit stores per week is around 12.1M, the online
orders are over 1.1M, 60% of the fresh food is made individually by them, the staff
number rises to 117,000 and the stores across UK raise at 667.
Morrisons present mission is based on providing better services and products,
quality fresh food at lower prices using their best elements: unique craftspeople,
butchers, bakers, fishmongers and greengrocers all of which form the Morrisons
family. Their current motto is : Building Momentum by being Morrisons.
The business model created by Morrisons is focused on the vertically integrated
farm to fork business model, differentiating them from the competition.The
vertically integrated supply chain offers the customers the assurance over the
provenance of the products, delivering quality and safety.
The company buys fresh British sourced meat, supporting farmers and creating a
shorter supply chain by dealing directly with their own suppliers, insisting on high
manufacturing standards and purchasing products ethically, ensuring integrity and
quality.
The main characteristics that differentiate the company from the competitors are:

Fresh :controlling the foods provenance safety and quality, securing food
onto the shelves faster and fresher;
Value : transparent promotions through the Match & More quarantee, quality
by offering refunds and replacement on products;
Reducing waste: the company reduces waste by buying whole anymals and
crops directly from farmers and the processing system goes through their
own operations therefore eliminating unwanted waste;
Service: the main features consist in a friendly customer service, skilled staff
and the availability in the store where the operations allows the assistants to
react quickly in order to satisfy the customers needs.

In 2015 the annual Morrisons report declares that the consumers confidence
started to recover due to the reductions in oil prices and low interest rates,also
there was a drop in food inflation through the year. There is a notable shift on
shopping behavior, customers are not anymore interested on once a week big
shop resulting they are more determined to make several trips to the grocery store
In order to obtain fresh food.(Appendix-)

The market share and growth was influenced by the 2008 recession enabling a
rapidy growth on the discount sector creating a shift on the consumer behaviour, as
they started to search for best value in cheaper offers ( Im Cheaper campaign),
after that the company launched the Match & More service.(appendix -)

Customer trends- After adding the Match & More card, that offers the client
something extra every time they shop there, this was a smart move leading to
the increase of volume per basket. The idea was based on the customers needs
and demands, to ensure them to shop at Morrisons without thinking about the price
of the products because they match to the prices of Tesco, Sainsburys, Asda or
Lidl.