Our strategy

Our strategy is to deliver sustainable long term growth, building on our traditional strengths of fresh food, quality, value and service, backed by our unique vertical integration capability, whilst reflecting our customers' needs and the changes that are taking place in the market. We will do this in a way that stays true to the things that make us Morrisons.

Vision

Our vision is to be 'Different and Better than Ever'. 'Different and Better than Ever' captures the key initiatives that will help reinforce what makes our Company different from others, and to seize the opportunities that will ensure we continue our growth and great results.

Strategic priorities

To enable us to deliver the strategy, our strategic priorities are expansion through new space and new channels.

New space expansion

Over recent years we have extended the reach of Morrisons away from its traditional heartland in the North and we are now a recognised and truly national brand. Despite this, we estimate there are 6.8m households (out of a total of 23m) who do not yet have easy access to a Morrisons store, and we have strengthened our property acquisition team to enable us to accelerate the pace at which we are able to add new stores to our portfolio. Finding new store sites has become easier because in recent years we have successfully extended the range of store sizes we can operate, whilst still maintaining our unique Market Street offer. Today we operate stores from 8,000 to over 40,000 square feet, which gives us great flexibility in being able to identify and acquire potential new sites. Additionally, we find local planning authorities more and more receptive to us, in part because of the attractive jobs and skills training we bring to an area.

New channels - convenience and e-commerce

The grocery market is changing, with customers seeking alternative and complementary channels. Convenience stores and online shopping are the two fastest growing sectors of the market and developing our offer in these channels will be another focus of our future strategy. We will look to do this in a way that is uniquely Morrisons and in a way that makes us 'Different and Better than Ever'.

Marketplace

We believe the UK grocery market will continue to offer attractive growth in the medium to long term. The UK population is expected to grow at a higher rate in the coming ten years, and the pre-recessionary trend towards healthier eating and concern for the provenance and quality of food will strengthen again as the economic recovery takes hold. The long term trend of food expenditure falling as a proportion of GDP reversed in the past two years, and we believe it is likely to continue to rise given the growing global demand for commodities.

Shareholder investment and returns

In 2007 we committed to financial management based on four key principles:

  • we will maintain a strong investment grade balance sheet;
  • operational control of our stores is fundamental to us;
  • we are a prudent organisation and we structure our finances accordingly; and
  • our defined benefit pension schemes' assets and liabilities are effectively part of our balance sheet, and will be managed as such.

We have maintained these principles. Our credit rating, assessed by Moody's, is A3, one of the strongest retail ratings in the world. Our property portfolio is 87% freehold, and our pension schemes are well funded.

Alongside this balance sheet strength, we have been determined to deliver value for shareholders. Over the period since our new policy was established, the dividend has more than doubled, with dividend cover remaining strong at 2.4 times.

We will continue to adopt the same prudent approach to our financial strategy, balancing the need to invest for future business growth and deliver shareholder returns. The Group has a very strong balance sheet which is securely financed with a number of long dated bonds and a new £1.2bn revolving credit facility available at competitive rates until 2016. These available facilities and our anticipated organic cash generation can comfortably fund our capital programme over the coming three years, estimated to be £3.0bn. Additionally, we intend to enhance shareholder returns through:

  • a three year commitment to double-digit annual dividend growth;
  • a rebalancing of the split between our interim and final dividend payments, to be c30:70 in future; and
  • a two year equity retirement programme of £500m per annum, to commence immediately through the purchase of shares in the market, followed by their cancellation.

Delivering our strategy

Operational Plan

We have developed a detailed plan to deliver our vision. The plan has three areas of focus:

  • driving sales
  • increasing efficiency
  • capturing growth

 

How we manage the business

Our employees

Success at Morrisons relies on our 132,000 people delivering great service to our customers each and every day by living our Values. Click here for more on our employees

A sustainable and responsible retailer

We aim to build responsible and sustainable values into our business and the products we sell. Click here for more on Corporate responsibilty

Risks and uncertainties

We discuss the principle risks and uncertainties that the Group faces in achieving its objectives. Click here for more on risks and uncertainties

How we have performed

Operational review

It has been a record year for us and once again we have delivered strong performance. Click here for more on our Operational review

Market overview

A summary of how the market has performed in the year, to set a context for our performance. Click here for more on our Market overview

Financial review

Our financial strategy is explained along with more detail on the financial performance and position of the Group. Click here for more on our Financial review

Strategy overview

Our strategy builds on Morrisons historic strengths and make us unique in the UK grocery market.

Click here for more on building on our strengths


Our new vision is aligned to our strategy by reinforcing Morrisons differences and seizing the opportunities.

Click here for more on being 'Different and Better Than Ever'.


We have identified opportunities for growth that will help us deliver our vision.

Click here for more on opportunities


We are growing our stores across all regions and now have 439 stores nationally.

 

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