Strategic Marketing Planning for Asda Stores: Impact of Brexit and Covid-19

SMP

Table of Contents
Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Research about retail industry as well as impact of BREXIT and Covid19.......................1
Organisational structure as well as resources needed...........................................................2
Environmental analysis............................................................................................................3
PESTLE analysis.......................................................................................................................4
Corporate as well as marketing objectives of company........................................................5
Marketing strategy selection....................................................................................................6
Segmentation, targeting and positioning model.....................................................................7
Determination of 7Ps................................................................................................................8
Implementation, controlling and evaluation..........................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Strategic marketing planning involves in planning out goals as well as objectives, evaluating
external or internal business factors, implementation, planning of product along with tracking
progress of companies. It could be defined to a continuous process by which company creates
marketing strategy and plans also with implementation in their corporate targeted market.
Method of strategic marketing planning generally makes into account of recent position of
companies in order to help them in identifying promotional opportunities and evaluating them.
Strategic market planning is basically divided into three phases which involves market and
customer segmentation, market section profiling and actual market development strategy
(Ershadi and Dehdazzi, 2019). Strategic marketing planning is used for various marketing
objectives status, marketing research, product launch, market share increasing and so on. This
report is based on strategic marketing planning of Asda stores which is a British supermarket
chain headquartered in England. Company considered to be one of most leading retailers in
Britain. This report includes research of present retail industry by impact of Brexit and covid-19,
company structure and resources needed, environmental analysis, PESTEL analysis, cooperative
marketing goals, marketing selection strategy, STP model, determination of 7Ps, usage, control
as well as evaluation along with its conclusion.
MAIN BODY
Research about retail industry as well as impact of BREXIT and Covid19.
As Brexit and covid-19 both has created a wide impact on retail sector industry. Through
running out of directed and covid-19 it could lead to have positive and negative impacts on retail
sector. In terms of Asda positive as well as negative impact of Brexit and covid-19 are explained
as follows:
Positive impact of Brexit:
 There is a wide opportunity in order to search global information for carrying out
business operations in market by reaching out more customers through extending
inflation (Felzensztein, Gimmon and Deans, 2018).
 There are different fluctuations in macroeconomic nature which could affect retail sector
industries in in different terms of Brexit scenarios for providing effective development of
business in order to deal with pressure as well as issues in coming years.
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 An analysis of detail is performed so that company will be able to build auto sales mix as
well as reduced their expected negative impact in their retail market.
Negative impact of Brexit:
 There is a lack of effective strategies in retail sector markets post Brexit.
 There is an issue of maintaining as well as considering present financial profile by having
investment in funding for maintaining their liquidity position in financial market of retail
sector (Akhtar and Sushil, 2018).
 There is a challenge of identifying contract which are at risk and that are being cancelled
due to material adverbs clause in retail sector markets.
Positive impact of covid-19:
 Retail sector company is having opportunity of shifting of value in relation to money as
customers are demanding higher values for money.
 There is opportunity of shifting in business operation to online along with digital
purchasing of services as well as products in retail sector markets (Ramadan, 2018).
 There is a high focus on providing healthy, safe lifestyle as well as secured environment
in order to prevent customers as well as employees of company relation to their health in
retail sector industries.
Negative impact of covid-19:
 Companies are facing high tax return after covid-19 which are identified from retail
sector.
 As groceries rate are affecting after covid-19 that could lead to decrease in amount of
purchasing of customers (Schilling and Shankar, 2019).
 There is a need of departmental retailers for having important products in terms of their
retail operations which directly reduce in number of sales of other products.
Organisational structure as well as resources needed.
Organisation structure is defined to a system that outlines related to how specific operation
is to be directed for achieving goals of company. As these tasks involves various functions, rules
as well as responsibilities of company. Organisation structure of company determines about how
data and information flows between various levels of company. In terms of Asda companies
following functional company structure where their business activities for producing their
product and services are divided into to various groups according to their areas of function. As
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