The role of business has increases in the external business world by complying with all kinds of ethics framed by the business entity. Ethics is essential in an entity which enhances the existing nature of the business in order to adapt with tough business conditions. Morison’s and Booths supermarket has been selected for this project report which helps in defining various ethics needs to be followed by an entity. This project report is all about defining history and the comparison of the selected companies with each other. This also emphasises on culture of company, leadership techniques and the corporate social responsibilities of both the organisations. Marketing tools are taken into considerations in which ethical dilemmas are stresses in relation to the marketing of the products done by the business. Sustainability issues are taken into account which improves the overall business of the Morrison and the Booth supermarket in gathering higher attention of most of the customers.
History, Comparison, and Bibliography
Selection of companies
The retail industry of UK represents one of their widespread business sector that largely contributes in the economic development of their nation. In context to which, two such leading organisations named Morrisons and Booths Supermarket of UK has been elected over here as a mean of outlining their adopted business ethics (Cogan and Derricott, 2014). Below defined sections has clearly specified about their historical context of establishment along with a maintained set of relationship with their respective stakeholders.
History of each company, their products/services, operations, and distribution
The former business enterprise named Morrisons has hereby depicted a global recognition at a worldwide level where it is successfully operating since 1899. It is entitled as a Public Ltd Company with a foundation year of 118 years, it is presently spread around 569 distinct locations at an international level (Keay and Adamopoulou, 2012). Being headquartered at Bradford, West Yorkshire location of UK, it is employed with near about 125, 000 number of employees and thereby addressed as the 4th largest chain of supermarkets. The offered commodities of Morrisons include all sort of food products with some other retail goods and services with a special acquisition of kids in their Kiddicare department where they use to sell clothings and home-wares, etc.
Other designated organisation named Booths Supermarket is also one of the renowned retail establishment of UK that operates at a regional level. It is especially recognised as a high end supermarket of UK that is operating since 1896 as a Private Ltd Company, headquartered in Ribbleton, Preston, Lancashire areas of England, UK (Palm, 2016). It tends to serve in some confined locations with 28 retail outlet in the foremost area of Northern England that involved few definite locations namely Cumbria, Lancashire, Yorkshire, Greater Manchester and Cheshire. With a foundation year of 121 years, it has employed around 2, 870 total number of workers to serve in its convergent areas of business with several food, beverage and tobacco selling products (Booths, 2017).
Comparing and contrasting their relationship with stakeholders
Both the above designated business entities are composed of both internal and external organisational stakeholders with a prior intercession of those in the process of decision making. It is however done via a prompt composition of communication plan to continually interact with the stakeholders (Fox and Vorley, 2004). It is where the internal set of stakeholders involves the customers, suppliers and employees of Morrisons and Booth with certain external bodies that includes governmental bodies, other community people, investors and media, etc. Wherein, the intrinsic stakeholders are directly involved in the economic transactions of both these business organisations with an indirect role of the extrinsic stakeholders who can largely impact upon their undertaken decisions (Morrisons, 2017). It is therefore important to enforce a viable plan of marketing communication to equally target both participant bodies of the organisation.
It is after a prime depiction of their common procedurals, a contrasting factor has been identified in their adopted tact, where Morrisons is evident to espouse the tactic of five step communication plan (Our Corporate Social Responsibility Report, 2007). This involves a foremost concern of defining the targeted set of audiences by clearly outlining their dissimilar requisitions along with another measure of creating a communication program. It is with a clear definition of the communication mediums that will be used to interact with all targeted business audience with a preplanned content of discussion among them (RELATIONSHIPS AND OUR RESPONSIBILITY, 2014). However, Booths has adopted yet another process of direct mail where this practice is frequently refined into targeted mailing to send it only to the targeted recipients who are proven to response in an affirmative manner.
- Cogan, J. and Derricott, R., 2014. Citizenship for the 21st century: An international perspective on education. Routledge.
- Keay, A. and Adamopoulou, R., 2012. Shareholder value and UK companies: a positivist inquiry. European Business Organization Law Review. 13(1). pp.1-29.
- Palm, M., 2016. Technologies of Consumer Labor: A History of Self-Service. Routledge.
- Booths, 2017. [Accessed on 4th February 2017].
- Fox, T., and Vorley, B., 2004. Stakeholder accountability in the UK supermarket sector.