Strategic marketing plan

Strategic
Marketing
Plan

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1. Environmental Analysis..........................................................................................................1
2. Marketing Objectives..............................................................................................................4
3. Marketing strategy selection...................................................................................................5
4. Market targeting and positioning............................................................................................6
5. Assessment of the 7P's............................................................................................................7
6. Implement, control and evaluation..........................................................................................8
TASK 2............................................................................................................................................8
Analysis the effectiveness of the corporate strategy and marketing strategy.............................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Strategic marketing plan is creating procedure where management and operations teams
strive to come together and apply practical marketing strategies. This plan revolve around the
kind of atmosphere and entity desires to set for customers in the quest to make sales
(Brooksbank, Garland and Werder, 2012). The strategic marketing plan consist of demographic
and geographical target markets and market segmentation. Along with involves setting goals and
objectives, evaluate internal as well as external business factors, product designing, application
and following the growth. So it helpful for the organisation to know actual position in the
market and identify all the potential opportunities. It analysis short term as well as long term
goals that achieve by the organisation in certain period of time. Due to Brexit in UK impact on
the retail industry in positive and negative manner so for this select Marks & Spencer which is a
retail sector organisation. It is a British multinational retailer that selling out high quality
clothing, home products and food products. The headquarter of the organisation situated in
Westminster, London, united kingdom. The CEO of department store has approached for the
advice so there is producing strategic marketing plan for the one department. In this plan consist
of environmental analysis, marketing objectives according to UK market situation. Along with
marketing strategy selection that apply to attract customers after that target customer to get
position. Analysis of 7P's regarding to organisation then apply plan and control according to
activities.
TASK 1
Overview of the organisation: Marks & Spencer is retail sector organisation which is
public limited type organisation. It is mainly dealing into home products, food products and high
quality clothing. The company has been listed into London stock exchange as well as FTSE 250
index. The store founded in 1884 by Michael Marks and Thomas Spencer. The company provide
products in these brands such as M&S Energy, Blue Harbour, Per Una, Limited, rose etc.
Currently company have about 959 stores across the UK in which involve 615 sell only food
products (Camilleri, 2018).
1. Environmental Analysis
To produce strategic marketing plan for the Marks & Spencer require to analysis internal
as well as external activities. The environmental analysis is strategic tool that supports to
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organisation to recognise all the internal and external factors regarding to environment that
impact on the abilities of business to run business procedure in smooth manner. Through
environmental analysis Marks & Spencer identify all the strength and opportunities that helps in
growth and success for the longer period of time.
PESTLE Analysis: It is structure or tool that utilised by the organisation to determine
and evaluate the macro environmental factor that show impact on the business activities in
positive as well as negative manner. As a result it mainly utilise to recognise the threat as well as
weakness that used in SWOT analysis. There are conducting PESTLE analysis of the Marks
&Spencer to identify all the external factors such as:
Political: In this factor consist of all the government policy, foreign trade policy, labour
law and trade restriction. These factors can impact on the business performance. In the case of
Marks & Spencer the UK government sets legislation for the organisation regarding to health &
safety British Standards like planning foe consequences recognisance, evaluation of risk and risk
control. In the Brexit the United kingdom take decision to leave European union so it impact on
the political factor and affect to Marks & Spencer activities. The company followed the free
trade agreements and decreased sourcing costs. Due to higher cost get many disadvantages in the
global market (Énalan and Soteriades, 2012).
Economical: These factors evaluate of the interest rates, disposable income, economic
growth and exchange rates. M&S affect by the competitors discounted pricing strategy that
mainly concentrate on the higher quality that led for the short term loss ans client connect with
the quality with value. The confidence of customer make effort to push for the standard quality.
Social: In this factor focus on the trends such as population growth rate, age, income
distribution, safety emphasises, lifestyle attitudes and cultural barriers. Shared beliefs, values and
population plays significant role at the Marks & Spencer to analysis the mentality of the
customer regarding to product and services. So they are designing the market message according
to retail industry customers.
Technological: This refers to technology incentives, different level of the innovation,
technological change, research and development activity etc. To manage the brand in the retail
store for this apply advance technology. Marks & Spencer continuously communicate with the
customer regarding to brand and after Brexit provide offer to customised clothes and advertise of
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