1 - INTRODUCTION
Though this report it is going to analyzer WM Morrisons as a brand, and makes a Brand valuation plan of its studying different aspects of the brand and its context and situation in the market.
2 - HISTORY
In the website of the company (www. morrisons.co.uk), in the “Information pack” of the company designed for students (CompanyInformationbook let. PDF) and in Wikipedia the history of the company is described as the following:
In 1899 William Morrison founded Morrisons, but at the beginning it started with a modest market stall of egg and butter at The Rawson Market, in Bradford, England. Since this date the Morrison’s family has been working in their business to create the company that nowadays we know, the fourth biggest supermarket chain in England.
Since the beginning of the 1900s the company is called “Wm Morrison (Provisions/ produce) Limited”.
In 1952, Sir Ken, Mr. W. Morrison’s son, assumed the responsibility of the company, being nowadays the current chairman of the company.
In 1958 it opened a small shop in the centre of Bradford, it was the first in this town in offer self service and had the prices on each product. After that, in 1961, it was opened by the company its first supermarket, called “Victoria”. It was situated in an old cinema in Bradford. In this supermarket of five thousand square feet, people were able to buy greengroceries, fresh meat amongst others products. Also it had a free parking.
By 1967 Morrisons became in a public company as the result of its growing and expansion, more than 80,000 investors made an attempt to buy a share. Since this moment its stock is quoted on the London Stock Exchange.
During the following years Morrisons continued it expansion and growth. The company carried on opening supermarkets, warehouses, offices, distribution centres, discount stores, and other installations around England and in 1999, during its centenary year, it was opened the 100th supermarket.
During 2000 it was...