Evaluating organizational strategies applicable by Morrisons to broaden its market portfolio in the UK: An assessment of its strengths and weaknesses

Abstract

This study, which is qualitative in nature, examined the conception of portfolio analysis with focus on business portfolio analysis. Four portfolio analysis models Boston Consulting growth- share matrix, General Electric assiduity- attractiveness matrix, Shell directional policy matrix, and ArthurD. Little strategic condition matrix, were bandied in terms of their nature, characteristics, applicability and strategic counteraccusations to marketing and operation. The limitations of each of these strategic tools were expounded and some newer variants of portfolio analysis models that surfaced as a result of these limitations were compactly bandied. The study revealed that each of the four portfolio models has its own graces and faults and none can be said to be superior as their proponents had advanced. rather, each can be applied depending on the need of the association and the terrain in which it operates and they could eventually be employed in an integrative manner. It also revealed that the newer variants though theoretically sound aren't popular in marketing and operation literatures and in practice. The study concluded that utmost of the examens levelled against these strategic tools are as a result of the lost part these tools are anticipated to play. Portfolio analysis, the study concluded isn't to mandate or recommend strategic decision but to give strategists with the data demanded to making informed decision