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Home / Trade Alert / Buy – Morrison Supermarkets (MRW)

This report is not a personal recommendation and does not take into account your personal circumstances or appetite for risk.

Buy – Morrison Supermarkets (MRW) - 15 March 2017

Trade Parameters

  • Opening Price: 236.5p
  • Stop Loss: 230p (6.5p/2.7% below)
  • Profit Limit: 250p (13.5p/5.7% above)
  • Reward vs Risk: 2.1x
  • CFD Margin: 5%

Observations – For

  • Bullish bounce; 9-month rising support
  • Technicals turning up from oversold
  • ADX (trend (strength) still rising

Observations – Against

  • Daily technicals not so bullish
  • RSI falling highs
  • Price bounce could turn into bearish flag

Analyst Comments

Last week’s FY 2016 results showed profits at the upper end of guidance thanks to it achieving £1bn of targeted cost savings. The latest KANTAR data showed UK supermarket sales growing at their fastest in 2.5yrs with MRW growing even faster than that market (fastest in 5 years) holding market share versus discounters thanks to its middle market focus and its shop performance boosted by rapid expansion of its internet sales.

Consensus is bearish biased despite the shares in a solid uptrend. If everyone is a seller, who’s left to sell? Potential for upgrades by the 44% of Neutrals to a more positive assessment. The average target price is a whopping 12% below current levels, suggesting reappraisal may be required. Two of the latest broker updates suggest a 260p target, which is beyond our trade objective.

Next Event: Q1 Trading Statement, 4 May; Ex-dividend 25 May

Latest Broker 12-Month Consensus:  6% Buy, 44% Hold, 50Sell (full breakdown on request)

Source: DowJones Newswires, Reuters News, Bloomberg  or Company Press releases

Broker Ratings & 12-Month Target Prices (Bloomberg)

9-month (4-hourly) - MACD, Stochastics, RSI, Momentum, Directional Indicators

Share 1wk 1m 3m 6m 1yr 2yr 3yr 4yr 5yr
Perf % -4.1 -4.7 3.3 21.6 18.0 15.4 13.2 -14.8 -21.2
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This research is produced by Accendo Markets Limited. Research produced and disseminated by Accendo Markets is classified as non-independent research, and is therefore a marketing communication. This investment research has not been prepared in accordance with legal requirements designed to promote its independence and it is not subject to the prohibition on dealing ahead of the dissemination of investment research. This research does not constitute a personal recommendation or offer to enter into a transaction or an investment, and is produced and distributed for information purposes only.

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