Strategic Marketing Planning for Halfords: Impact of Brexit and COVID-19

Digital Marketing
Planning

Contents
Introduction.................................................................................................3
Main Body....................................................................................................3
Impact of Brexit and COVID 19....................................................................3
Impact of Brexit........................................................................................3
Impact of COVID 19..................................................................................4
Organisational structure and resources required........................................4
Organisational structure...........................................................................4
Resources required..................................................................................4
Environmental Analysis............................................................................5
Importance of environmental analysis.....................................................5
PESTLE Analysis.......................................................................................6
Corporate and marketing objectives of the organisation............................7
Corporate objectives................................................................................7
Marketing objectives................................................................................8
Marketing strategy selection....................................................................8
STP analysis including implication and potential expansion globally..........9
Assessment of the 7P’s...............................................................................9
Implementing, control and evaluation.......................................................10
Conclusion.................................................................................................11
References................................................................................................12

Introduction
Strategic marketing planning describes the process where multiple
techniques are developed to achieve corporate marketing goals
efficiently. It comprises setting targets, preparing products, assessing
internal and external conditions and continuously monitoring the company
techniques to ensure better results in a predetermined time frame.
Halfords, a well-known supermarket business organisation with about
7,000 departmental stores worldwide, was taken into account in the
present study (Akpan and et. al., 2020). This was begun in 1892 and
supplies automobile components and a number of tourism goods. The
article covers effects for the UK retail sector through Brexit and COVID 19.
In addition, the study has also covered operational structure, tools and
comprehensive environmental analysis. It also comprises PESTLE
research, corporate and organisational marketing techniques. In addition,
the article also covered STP and 7 P marketing. In order to achieve future
growth and success, strategic marketing strategy is often crucial in
developing successful strategies (Alonso and et. al., 2021).
Impact of Brexit and COVID 19
Throughout terms of job creation, revenue and overall growth of the
region, the UK retail industry would make a major contribution to
economic development. In the UK retail sector there are about 2.9 million
employees. Moreover, several big supermarket players gain the bulk of
the retail market. Brexit and COVID 19 have had a significant effect here
on the domestic retail sector (Beh and Lin, 2021).
Impact of Brexit
Negative impact
Ties between the United Kingdom and Europe was broken after
Brexit. Importers were affected because the changes in their customs,
laws and regulations are now not permitted to buy products. The decline
in number of buyers has had an adverse effect on the profitability of
retailers. Halfords will indeed be impacted by Brexit as EU staff members
who are skilled and capable are not currently eligible to work.

Positive impact
Brexit was analysed as imposing many import and export controls in
the EU and the United Kingdom. The local producers and manufacturers
were influenced positively as now the people are giving priority to
domestic products. As a result, profits of local supermarkets have begun
to increase, a signal that is positive for UK retail.
Impact of COVID 19
Negative impact
The entire word is currently faced with the biggest problem, COVID
19. The supply chain was affected and the revenue and profit margin of
the firms were greatly adverse. It is reported that businesses that deal
with basics are not expected to have a big impact, but the current
pandemic is likely to have significant negative impacts on other firms
working in mode and other sectors. The respective company face staffing,
the delivery of goods to consumers and more in the field of Halfords
(Burlea-Schiopoiu and et. al., 2021).
Positive impact
The latest pandemic has changed the way consumers purchase
patterns. The retail sector has moved to a more online mode, where the
majority of functions are performed through online techniques from
ordering to delivery. The retail sector also monitors revenue and
profitability increases. They reported an immediate boost in the online
sale during pandemic with regard to Halfords.
Organisational structure and resources required
Organisational structure
This corresponds to the hierarchy that company follows so that
coordination with various people can be maintained at work. The
corporate structure therefore specifies the tasks and duties of the various
people who work in the company. For this reason certain organisational
constructs such as the hierarchical structure of the organisation,
hierarchy, divisional organisational structure and more are included. With