Strategic Market Planning

This report discusses the strategic market planning process, focusing on the case of Debenhams, a multinational retailer. It covers the environment analysis, marketing objectives, marketing strategy selection, segmentation, targeting, and positioning. It also assesses the 7Ps of marketing mix and their application in Debenhams' marketing plan.

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

 Increasing competition from local as well as internal organisations in UK
 Adverse economic condition affecting economic conditions and purchasing power of
customers
 Frequently changing consumer buying behaviour
Pestle Analysis
Political
This involves factors of political environment and Debenhams as a multinational organisation
becomes subject to political environment of different countries. Mainly it gets affected by UK
political environment and Brexit and political uncertainties of UK has impact on Debenhams
(Tresna, 2017). Brexit have made impact on sales and disposable income of consumers.
However UK organisations have opportunity to expand and grow its operations in other
countries.
Economical
This involves factors that affect economic and financial situations and conditions of
organisations. This includes GDP, interest rates, cost of operations, and disposable income of
the consumers. Economic conditions have become adverse and this has negative impact on
Debenhams. Along with currency fluctuations and recession also has negative impact on
Debenhams’s financial conditions.
Social
Social environment involve customers and impact of their choice and behaviour on strategies
and operations of the Debenhams. In this environment changing customer preferences,
increasing demand through online channels, increasing products with consideration of
environment sustainability affects Debenhams. Increasing use of technology by customers also
has influence on Debenhams’s strategies and operations.
Technological

Technology has become centre of success and strategies of organisations and Debenhams also
become subject to this environment and its factors. Debenhams in this environment factors
gets affected by recent technological development in retail as well as fashion and clothing
industry. In retail industry e-commerce has become very important and organisations are also
focusing on improving in-store experience of customers. Debenhams requires considering these
elements regarding experience of customers in Debenhams stores (Nandonde, 2019).
Legal
This environment involves factors that regulate and govern operations and activities of the
business. Laws and regulations affecting and influencing organisational operations are involved
in this. Certain regulations and legislations affecting Debenhams includes employment
regulations, equality laws, discrimination laws, consumer safety regulations, data protections
regulations and health and safety regulations that Debenhams requires to adopt.
Environmental
This factor of external environment is concerned with safety and sustainability of environment
for which organisations are responsible for. Debenhams requires taking actions for reducing
emission of Co2 and also other environmental factors like reducing and managing waste and
use of plastic by organisations. Further resourcing sustainability is also involved in this
environment of Debenhams.
This suggests that overall environment of Debenhams complex because it has both
positive and negative elements that allows it to utilise opportunities and reduce impact of
threats. However, there are certain elements that are negative in environment of Debenhams
causing threats for Debenhams (Tresna, 2017).
Step 2: Marketing Objectives
It is very important to set marketing objectives in order to determine what organisation
wants to achieve through its marketing practices. Objectives in order to be effective and more
specific in achieving should be Smart. Smart objectives refer to Specific, Measurable,

Achievable, Relevant and Time-bound. Objectives based on these criteria and elements make it
better to achieve objectives. Marketing objectives for Debenhams are as follows-
 Increasing market share by 5% in global market by 2022
This objective is based on intention of Debenhams to increase its market share in global
market. Debenhams has its presence in global market and Debenhams wants to
increase sales and share in global market. This objective requires effective marketing
strategies to be implemented in order to achieve this objective.
 Reducing cost of marketing by 10% by 2021
This objective involves that Debenhams aims marketing cost, this will help in increasing
profitability and margin of the products.
 Increasing turnover by 10% by 2021
This is aimed at and intended to increase sales of the company and increase its
customer base and this will enhance cash-flow of Debenhams
Step 3: Marketing Strategy Selection
Marketing strategy refers to plan of organisation through which it reaches to its target
market and audience and make efforts to convert prospective customers into customers. It has
significant impact on success of organisation because success of organisation depends on
acquisition and retention of customers. Effective and accurate marketing strategy helps in doing
so. Impact of strategy is on revenue generation, profit margin and cost of the company.
Marketing strategy that Debenhams can adopt involves-
Digital marketing
Digital marketing strategy can be adopted by Debenhams. This strategy involves online
advertising, this involves advertising on digital media and marketing and social media channels
to increase awareness of Debenhams. Online awareness can also be increased through these
channels and online promotions are also performed through digital and social media channels.
Digital marketing involves utilising channels like Facebook, Instagram, Twitter and YouTube for
the purpose of promotions of Debenhams (Kingsnorth, 2019).

Cost leadership
Cost leadership strategy is one in which Debenhams requires to ensure that it is lowest
cost producer in its industry. This is suitable for undifferentiated products and average products
with less focus on quality and differentiation (Islami, Mustafa and Latkovikj, 2020).
Differentiation strategy
This strategy is one in which Debenhams requires to create products that are highly and
specifically differentiated from competitors. This involves high quality products and exclusive
products offering by the company. Differentiation strategy creates basis for premium price
policy for the Debenhams (Semuel, Siagian and Octavia, 2017).
Focus strategy
Focus strategy is one which organisation utilises its cost and differentiation strategy is
applied for a selected target market rather than applying strategy for the complete market that
company targets. This strategy can be considered to generate profit and seek benefit from a
particular segment of customers (Semuel, Siagian and Octavia, 2017).
Ansoff Matrix
Market penetration
Marketing penetration strategy is one in which organisation utilises existing products
and existing market. Debenhams in this strategy aims at increasing its sales and market share in
its existing market. Strategies adopted for this involves price differentiation, discounting
strategy and sales promotions strategy to increase market share of the company. Price
differentiation involves changing and reducing prices, sales promotion involves offers to
customers like Buy 1 Get 1 Free and similar offers (Martins, 2020).
Product development
Product development strategy involves developing new products and utilising existing
market to sell products of the company. Product development involves developing new

products by the company in form of increasing its sustainability and long term competitive
advantage in market. Organisation often utilizes effective resources and capabilities for the
purpose of innovation and product development (Dawes, 2018).
Market development
Market development involves developing market for existing products of the company.
Debenhams in this strategy requires identifying relevant market and offering existing products
to new market. This strategy is suitable when company’s offerings are product specific and not
customer specific. Markets development strategy will allow Debenhams attracting customers
from different markets (Martins, 2020).
Diversification
Diversification strategy is one in which Debenhams requires developing new market and
new products. Diversification involves highest possible risk as this is similar to creating new
business organisation. Debenhams can utilise its brand value and image in this strategy.
Differentiation strategy is adopted to overtake competitors (Dawes, 2018).
Among these strategies Debenhams can utilise market penetration and market
development strategies. This is because these strategies will help Debenhams in achieving its
objectives of increasing market share and as well as reducing marketing cost because market
penetration involves least cost involved.
Step 4: Marketing Segmentation, Targeting and Positioning
Segmentation, targeting and positioning are three main elements of marketing planning
and strategy. Segmentation involves identifying different characteristics of customers and
grouping of customers on the basis of those characteristics. Targeting involves selecting
segments of customers and positioning is about how company position and present itself in
target market. Segmentation, targeting and positioning strategy of Debenhams is as follows-

Segmentation- Segmentation by based on different elements because it is a retail organisation
and its operations are also multinational. Segmentation is based on demographic,
psychographic and demographic factors (Camilleri, 2018).
Targeting- Targeting strategy of Debenhams is differentiated targeting strategy. This is because
Debenhams has its product offering for different segments including man, women and kids,
further it targets upper middle class customers on the basis of psychographic segmentations
(Andaleeb, 2016).
Positioning- positioning strategy of Debenhams is attribute based positioning. Company
positions itself as styles that differs its customers. On the basis of this Debenhams offers high
quality and effective range of products to its customers (Camilleri, 2018).
This means that Debenhams targets high middle class customers and positions itself
based on product attributes as it offers high quality and different varieties of products.
Step 5: Assessment of 7Ps
Marketing mix can be defined as set of marketing strategies and tools that organisations
utilises in order to implement its marketing strategies. Traditional marketing mix involves
product, price, place, promotion whereas modern marketing mix along with this also involves
people, process and physical evidence in marketing strategies of organisation.
Marketing mix is very important within marketing plan because marketing mix involves
different strategies for marketing of the organisation and involves consideration regarding
different marketing elements of organisation. It gives direction regarding what firm requires
involving in its marketing campaign and what value it is offering to customers. Marketing mix of
Debenhams is as follows-
Product
Product involves decisions regarding what to offer. Products of Debenhams includes clothing,
fashion clothing (clothing involves men, women and kids), Footwear, home accessories, beauty
and personal care furniture for home and gardens, products for kids including toys, and clothing

and Electrical appliances. Other than this, product strategy of Debenhams also involves
restaurants, cafes, hairdressing and beauty treatment and personal shopping assistance and
online shopping services (Išoraitė, 2016).
Price
Price strategy is concerned with strategy in which organisation determines what price it will
charge for its offerings from customers. Debenhams has its fixed its prices competitively
because of intensifying competition within retail industry and changing customer and consumer
preferences. Other than this, Debenhams also offers long term and discounts for long-term
durations for the purpose of clearance. However because of this clearance pressure has created
on its bottom line and investors’ pressure it has reduced its discount and offers (Wu and Li,
2018).
Place
Place is concerned with point where buyer and seller meets each other and point where buyer
is offered products and services by seller. Mainly place is divided in two types that are offline
and online sales. Concerned with places, company has its presence in around 90 countries
through online channel of distribution and also has 240 stores in around 27 countries. In order
to increase its places company has undertaken different strategies like merger and acquisition
and strategic alliances. In these stores products are offered on the basis of local preferences
and customer choices (Išoraitė, 2016).
Promotion
Promotion involves all those practices and efforts of the company through which it informs to
its target market regarding existence and value of Debenhams its products and services. In its
promotion strategy Debenhams utilises 360 degree marketing and promotional strategy. This
means that company invests on television commercials, digital marketing and social media
platforms for its promotions. Key factor in promotions of Debenhams is customers and their
mind-set rather than what competitors are doing. In its promotional strategy TV sponsorships
and CSR activities of company are also involved (Wu and Li, 2018).

People
Debenhams employs around 25000 employees to carry out organisational activities. High
importance is given to employee engagement and employee wellbeing which is high important
for their effective performance in organisation. Debenhams involves marketing culture within
organisation and provide cards of mission to all its employees. Debenhams is customer centric
and mainly focuses in attraction and retention of customers and employees are also trained so
that they make their best contribution in doing so (Abril and Rodriguez-Cánovas, 2016).
Process
Process refers to all activities through which organisation provides products and services to its
customers. Debenhams involves processes of supply chain and engages with suppliers who
maintain minimum standards. Other than this, Debenhams involves retail operations in its
stores and also on online platforms and channels. In its in-store it focuses and undertakes
services of customer assistance and focus of this is to increase customer satisfaction
(Pogorelova and et.al., 2016).
Physical evidence
Physical evidence is concerned with what are the elements that reflect an organisation and
differentiate it from its competitors and all other organisations. Debenhams regularly appears
on Lorraine Kelly’s High Street Fashion Award and have also won awards under different
categories. Other than this, logo and appearance of Debenhams also serves as its physical
evidence and works for differentiating it from its competitors (Abril and Rodriguez-Cánovas,
2016).
Discussion outlines that Debenhams has effective strategies in its marketing and these
strategies enabled Debenhams to succeed in its operations. However, many of the strategies
are similar to other retailers like place, product and promotions but elements of these
strategies differentiate from those.

Step 6: Implementation, control and Evaluation (400)
Implementation
Implementation is concerned with putting plan into action in order to achieve expected
results. In order to implement marketing strategy Debenhams requires adopting and
determines marketing strategy and later design and develops content for marketing as well as
for promotion. Implementation plan later involves determination of channel through which
marketing plan will be implemented and executed. Debenhams when adopts market
penetration strategy it will require to develop promotional content and implement it to
different channels to increase awareness of customers regarding promotion and offers. This
involves mobilization of resources for completion of marketing strategies (Hollensen and
Opresnik, 2019).
Control
Controlling aims at effectiveness and efficiency of the plan. This is concerned with
ensuring compliance to standards of performance. Control refers to controlling expected results
with actual results of the company. In relation with control Debenhams determine its objectives
and KPIs against which actual performance and achieved objectives can be determined. This
help in identifying variation in actual and standard performance of the organisation regarding
plans and their execution (Perepelkin, 2017).
Evaluation
Evaluation is followed by control as control helps in identifying variation evaluation help
in identifying reasons behind variation and what causes failure in realisation of certain tasks
and activities. This helps in identifying compliance as per standards and what was not according
to standards. Further with help of evaluation Debenhams can also determine what practices
and processes are right and adequate for realisation of goals and objectives and what are not.
Evaluation of marketing plan also helps in learning from experiences as this not only give
information about what is wrong and what was not as per plan but also help in identifying what

went according to plan. This allows company to know effective practices and those, that can be
used in future plans (Hollensen and Opresnik, 2019).
Task 2
Strategic importance or monitoring and controlling of marketing strategy in terms of return on
investment
Monitoring and controlling are too important part of the marketing strategy in terms of return
on investment. it is necessary for the leaders and marketing managers of the DebhanamTo
always monitor the process of investment so they can always aware of the returns they are
getting through the strategies they have implemented For this successful business. monitoring
and controlling helps to identify how much profits company is making through the marketing
strategies and what are the benefits investors and stakeholders are getting from it (Johnson, O.
And et.al., 2020). it helps to not only create benefits for the stakeholders but company can able
to take growth within the market where they are operating their business and they can show
their presence as a leading brand. There are some monitoring and controlling tools or steps
that can be used by marketing manager of the company to monitor and control rest strategies
and identify the return on investment.
Five steps of measuring marketing ROI
Step 1- Define meaning of marketing ROI in organisation
Before measuring the success on the return on investment it is necessary to define that what
are the key performance metrics within the process. the definition of the success is not only
unique to an organisation but it is also often to the each of the company stakeholder. For
example marketing manager of the company will be focused on the number of advertisement
their team is posting in the different marketing platforms where they will identify how many
people have been watch their campaign, how many of them were interested, and how many of
them visited the website.
Step 2- Set realistic and measurable goals

The key performance indicators are defined and agreed apone, the next step of the marketing
team will be to establish the appropriate metrics. there are higher chances bad marketing
manager need to be adjustment in their goals as they make deeper into the data overtime.
Whether their goals were two aggressive or two convince if, be willing to adjust accordingly to
get a success and get return on the investment (Franssen, V., Rombaut, I., Devroe, I. and
Stevens, I., 2016). It can help company to take competitive advantages and company can show
their presence within the market where they are operating their business. Marketers should
also ensure that the goals set by them can be measurable and realistic, return on the
investment on devices of marketing can be measure if the goals are realistic and measurable
that helps to create a value for the company and company can make a profit that distributed to
the other stakeholders of the company.
Step 3- Gather the right data needed
It is necessary for the marketing manager to have a proper and accurate data related to their
marketing strategies they have implemented. one of the primary concern of the marketers who
participated in the study was the lack of sharing customer data within their company. it is
necessary for the marketing team of the DebhanamTo collect the data from the database and
manage it properly they should establish the system for collecting the data needed for each
Department. This data will be helpful for each and every Department where they can help
company to take competitive advantages and company can show their presence within the
market where they are operating their business. Right information related to the mark it will
also help to identify the return on investment through the marketing strategies. Marketing
team will be able to identify the how much profit companies making or they will provide the
information to create more profits.
Step 4- Monitoring goals frequently
This is concerned with the practice of monitoring goals in short time gap. This means that
Debenhams should not wait for completing month or a fixed term for completion monitoring of
goals and performance of marketing plan developed and implemented. Frequently monitoring

plan and performance helps in identifying gap and facilitate decisions of how company can
improve its performance without any big gap in performance of marketing plan.
Step 5- Use data to take decisions
Frequent monitoring helps in collecting data regarding performance of plan and what results
have plan achieved in a fixed time. Further, through this data collected company can take
accurate and suitable decisions to improve performance of plan and achieve better and
expected results through the plan.
CONCLUSION
On the basis of above discussion it can e concluded that environment of Debenhams is
highly complicated and collection of positive as well as negative factors. There are elements in
its environment that facilitate achievement and realisation of objectives and also that can
restrain realisation of objectives. Later marketing objectives were developed for Debenhams
and what marketing strategies can Debenhams select. On the basis of developed objectives
Debenhams can utilise market penetration and market development strategy to achieve these
objectives and goals. Further plan involved segmentation, targeting and positioning and this is
helpful in identifying which customer group and segment, company aims to serve. On the basis
of identifying segment and target market, company determined and developed marketing mix.
Marketing mix involved different practices and strategies through which Debenhams will realise
its objectives. At the end of task one of marketing plan implementation, control and evaluation
were involved and discussed. Later in another task report also involved discussion regarding
importance of monitoring and control of marketing strategy.

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