PESTEL Analysis and Porter’s Five Forces as marketing tools to evaluate Morrison’s performance and strategy

Abstract

This research mainly focused on evaluating Morrison’s performance and strategy by using PESTEL analysis and Porters’ five forces. Company’s financial reports and statements have used to achieve information regarding to their strategy in order to reveal whether PESTEL analysis and Porters’ five forces can be applied for improving their performance or not and making comparison with its competitors. Sainsbury concerned as its competitor since, they have almost the same level of revenue and their activities are similar. The results show that this company can apply both methods to improve their performance. More information has been established in this research.