According to Kantar Worldpanel, Morrisons is the smallest of the 'Big Four' supermarkets with a market share of 11.1%.

Whilst Tesco, Asda and Sainsbury's saw increases in market share from July [37] 2008, Morrisons saw a similar sized decrease of 0.2% in the same period. Supermarket Tesco Asda Sainsbury's Morrisons Consumer Market Share +/- from Spend (000s) August 2008 July 2008 6,351,531 3,410,431 3,175,543 2,233,137 31.6% 17.0% 15.9% 11.1% 0.3% 0.1% 0.1% 0.2%

As of February 2012 Morrisons has a 12.2% market share down 0.1% from the year before, still the [38] smallest of the 'big four' supermarkets.

Morrisons aims to be the best supermarket for fresh foods to give it an advantage over its competitors. This is achieved through its unique field to fork integrated approach which allows it to control its own supply chain to ensure that food is fresh and of the highest quality.

Morrisons trains colleagues through customer service initiatives such as HOT to become experts who can offer customers the best possible level of service. Training and development programmes create an environment where colleagues are able to deliver exceptional customer service. Morrisons aims to train colleagues who are motivated and proud of who they work for, supported by management that understands and values its people. This helps everyone feel part of the family, upholding the family values and traditions of a family-focused business. As Morrisons says: It feels different for our customers because it feels different for our people.

Read more: http://businesscasestudies.co.uk/morrisons/developing-competitiveadvantage-through-customer-service/conclusion.html#ixzz294rfFhlX