Strategic Market Planning

Strategic Market Planning

Table of Contents
INTRODUCTION................................................................................................................................3
Task 1...............................................................................................................................................3
Step 1: Environment Analysis......................................................................................................3
Step 2: Marketing Objectives......................................................................................................6
Step 3: Marketing Strategy Selection..........................................................................................7
Step 4: Marketing Segmentation, Targeting and Positioning......................................................9
Step 5: Assessment of 7Ps.........................................................................................................10
Step 6: Implementation, control and Evaluation (400).............................................................13
Task 2.............................................................................................................................................14
Strategic importance or monitoring and controlling of marketing strategy in terms of return
on investment............................................................................................................................14
CONCLUSION.................................................................................................................................16
REFERENCES...................................................................................................................................17

INTRODUCTION
Strategic market planning refers to a process of setting goals and objectives, analysis of
internal and external environment of business and planning of product. This is followed by
implementation and tracking of growth of marketing planning. This report is based on strategic
market planning of Debenhams, British multinational retailer, operating its departmental stores
in UK and Denmark and also has franchise stores in other countries. It was founded in 1778 and
is headquartered in London, England, UK. Products of company involve fashion, clothing, shoes,
toys, accessories, cosmetics, gifts, electrical, home and furniture. Company operates in retail
industry and retail industry in UK is operating in complicated and complex environment. Certain
reasons behind this involve Brexit and International trade. Brexit has affected operations of
British companies in EU countries and these are mainly negative impacts. This means that
spending growth slowed down due to Brexit uncertainties. Regarding retail industry behaviour
of consumers have also changed, this is because of increasing popularity of online sales and
marketing channels. This report will involve strategic marketing plan including environment
analysis, development of marketing objectives and marketing strategies. This will be followed
by segmentation, targeting and positioning and development of marketing mix and evaluation
and monitoring of plan.
Task 1
Step 1: Environment Analysis
Environment analysis is a practice of identifying internal and external factors affecting
and influencing organisation. Environment analysis is very important within strategic marketing
planning because strategic marketing planning involves making strategic decisions, based on
identified opportunities and threats within environment (Camilleri, 2018). Success of firm
significantly depends on its decision-making ability and detailed information availability
improves decisions and success of marketing strategies. Environment analysis also helps in

strategies for survival and growth of business in its marketing. Pestle analysis and Swot analysis
are tools utilising which environment can be analysed.
SWOT Analysis
Strengths
 Debenhams has high brand equity in fashion world and high brand recall among
consumers
 Debenhams has strong market presence in around 90 countries in world
 Effective strategies adopted for merger and acquisition of companies
 Debenhams has excellent consumer services
 Effective financial performance of company
 Strong digital growth of Debenhams
 Developing channels through partnership and alliances
 Effective product portfolio maintained and offered by Debenhams
Weaknesses
 Limited market share of Debenhams
 Ineffective cash flow affecting overall financial conditions of Debenhams
 High turnover rates of employees in Debenhams
 Slow growth of Debenhams as per its strengths (Gollay and et.al., 2016)
 Limited presence in global market and different types of customer segments
Opportunity
 Increasing strategic alliances and merger and acquisition
 International growth and growth in European countries
 Opportunities by increasing market segments
 Technological development opportunities and e-commerce opportunities
 Effective financial planning for Debenhams
Threats