Gokka Group

Report of Morrisons

Yassin Ahmed B301

Aims
The purpose of this report is to present in detail on the market, products and services that offer it difference with Spanish supermarkets and otherthings.
The Morrison is a supermarket in which this report is based.

Introduction
The company was founded by William Morrisons in 1899, initially as an egg and butter merchant in Rawson MarketEngland operating under the name of Wm Morrison (Provisions) Limited.
His son,Ken Morrisons took over the company in 1952, aged 26. In 1958 it opened a small shop in the city centre. It was the firstself-service store in Bradford, the first store to have prices on its products and it had three checkouts. The company opened its first supermarket "Victoria", in the Girlington district of Bradfors in1961.

Methods:
In 2004 Morrisons, which operated mainly in the north of England, acquired Safeway, a British supermarket chain which owned 479 stores, mainly in Scotland and the south of England.The acquisition quickly ran into difficulties caused in part by the outgoing management of Safeway changing their accounting systems just six weeks before the transaction was completed.The result wasa series of profit warnings being issued by Morrisons, poor financial results,and a need to revert to manual systems.
The programme of store conversions from Safeway to Morrisons was the largest ofits kind in British retail history, focusing initially on the retained stores which were freehold, over 25,000 sq ft (2,300 m2) with separate car parks. Within a few weeks, Safeway carrier bags werereplaced by those of Morrisons and the new owner's own-brand products began to appear in Safeway stores.
Originally 52 stores were to be compulsorily divested after the takeover, but this was reducedto 50 after one Safeway store in Sunderland was destroyed by fire and the lease ended on another in Leeds city centre. John Lewis Partnership purchased 19 to be part of its Waitrose chain, while J...