The company has planned to commit £1 bn price cutting and customer initiative cards such as “Match & More” known as loyalty card and it is becoming extremely popular among the customers as the scheme promises to offer prices that match the price list of its competitors like Aldi, Asda, Sainsbury and Lidl (BBC, 2012). The price ranges introduced by the competitors have beset the leading four grocers company. This cost cutting forces all to reduce the price in order to withstand in the market and this in turn will result in significant reductions in gross profit margin for all. Thus Morrison has reduced the cost and introduced loyalty cards that will add £5 for every point they gather. The executive of the company takes the dropdown as a positive approach and says that it encourages Morrison to meet the challenges created by a period of intense industry competition. But the market score shows that Morrison is still struggling to come up. Introduction of online grocery store are also performing well as it delivers fresh product on time and with replacement options. Thus, according to Morrison these approaches are showing positive results and they are confident to reach the top list after a period of interval (Morrison Super market,2014).