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Our strategy

In this section we describe our three year strategy, which started in 2007/08 and builds on our historical strengths of value and fresh food offer.


Vision	Our vision is to be the ‘Food Specialist for Everyone’.
	We have three distinct brand values: Fresh, Value and Service. Having these three brand values gives us the flexibility to react to market changes and consumer trends.
Brand values	Fresh	Value	Service
Demonstrated through	Vertical integration in the supply chain. Fresh in-store preparation.	Keeping costs low to ensure our prices are competitive. Great value across our ranges.	Ensuring the right product is always available. Great selling and service for our customers.
Commentary	We aim to offer more freshly prepared food than any other retailer. That’s because we have more staff preparing food than any other supermarket. We are vertically integrated by having our own factories, production facilities and distribution network. With these facilities we can get food to our stores faster so that it’s always fresher.	Value is key to our vision and is especially important in the current market conditions. We offer quality and freshness at a price people like. Our famous promotional offers always save our customers money. We don’t just offer value on a few items – our prices are great value across the ranges.	By having our own distribution network, we can ensure the right products are always available for our customers. Our staff are skilled and know their trade and they give our customers what they want – fresh food served by helpful, friendly, well-trained people. With our commitment to great selling and service we aim to get it right for our customers every time.
Positioning	We measure customer perceptions against the other top four grocery retailers based on exit interviews and on-line surveys, the latest of which was taken in January 2009. This survey indicated that our customers viewed our position against each of our brand values as:
	Fresh – improving, now strong	Value – held our strong position	Service – held our strong position
Progress	We believe customer perceptions of our fresh offer have improved due to our efforts to demonstrate this message over the last two years. We are pleased that Value and Service have retained their strong position whilst we tried hard to show our Fresh credentials.
Our employees	Success at Morrisons relies on our 124,000 people delivering great service to our customers each and every day by living our values.		For more information on Our values in action, see Our values in action.
While being a responsible and ethical retailer	In a survey of 400 shoppers conducted in October 2008, in answer to the question ‘What makes a responsible and ethical retailer?’ approximately 90% answered ‘They charge fair prices’.		For more information on our Corporate Social Responsibility strategy, see Taking good care – Corporate Social Responsibility in our business.