Strategic Marketing Planning for M&S

STRATEGIC MARKETING
PLANNING

Table of Contents
INTRODUCTION...........................................................................................................................................2
MAIN BODY.................................................................................................................................................2
Overview of the Industry.........................................................................................................................2
Organizational structure of M&S.............................................................................................................3
Environmental analysis............................................................................................................................4
Corporate and Marketing objectives of Marks and Spencer...................................................................7
Marketing Strategy Selection..................................................................................................................8
STP, positioning and targeting including global implication & potential expansion internationally........9
Assessing 7ps of marketing mix.............................................................................................................10
Implementation, control and evaluation of marketing plan..................................................................11
CONCLUSION.............................................................................................................................................12
REFERENCES..............................................................................................................................................13

INTRODUCTION
Strategic marketing planning refers to the set of activities which involves setting up of a
goal, analyzing and implementation of various resources that help a company to achieve that
aim. The current assignment will be based on M&S plc. The aim of the company is to emerge as
leading business firm in retail fast fashion sector. It will give an overview of the industry
consisting the major impacts of Brexit and Covid-19 on its operations. It will also define the
organizational structure and resources required to reduce the impacts. Furthermore, the report
will explain environmental analysis for which PESTLE analysis is use as strategic framework,
various corporate and marketing objectives of the organization including marketing strategy
selection analysis. Lastly, the report will justify the STP, market positioning and targeting
including global implication and potential expansions globally. It will clarify 7ps and
implementation, control as well as evaluation methods.
MAIN BODY
Overview of the Industry
The retail business industries comprise of all those big firms which are directly engaged
in providing different products and services to their customers through retail pricing strategy.
The firm engaged in this sector are supermarkets industry, fast fashion industry, home products
and food products of own label. The UK retail segment had a presence of around more than
5000+ stores across worldwide in 201. It employs around more than 450000 people as of 2021.
In 2019 the industry generated £394 billion worth of retail sales making it one of the largest
business sectors across the globe. With the introduction of Brexit and emergence of covid-19
pandemic, the sector has been directly affected. Following are the major positive and negative
impacts.
Impact of Brexit
Brexit is referred as the withdrawal of United Kingdom from the European union in
January 2020. This decision directly influenced the business activities of all the big organizations
headquartered in UK (Jensen, 2017). Following are the major impacts of it on retail industries.

Reduced Investments – After the exit of UK from European union, the level of
investments persistent in retail sectors from Europe tend to decline. People from that region
preferred investing in firms outside of United Kingdom in order to give them stability. Thus,
creating a negative impact on the operations of company.
Impact on Sales – The management of various big retail sector firms stated that Brexit
trade deal significantly impacted its sales across the European union region. In some regions
the business got spike whereas number of sales declined in other areas because of the new
trade agreement between UK and EU.
Impact of Covid-19
Store format – Due to the uncertainty around the Covid-19 pandemic, the government
of UK and most of the countries across the world has announced lockdowns. This activity struck
the business of all the big retail business sector at a large scale due to no public movement and
closing the store format which was the major profit making medium for the firm.
Online operations – As the store formats are halted currently, the majority of firms
operating under retail sector has shifted its operations base to online. It benefited the
management to access their customers from any remote location and continue their sales
business. Thus, reflecting a positive impact of this pandemic on its business.
Revenue model – According to the combined average current Profit & loss statement of
all the retail business firm, their revenues including operating income and net income took a
decline after the rise of the pandemic. As the future of its business in many areas became
uncertain due to no public movement & several lockdowns.
Due to pandemic or annual losses, organization take action to close its 30 outlets as it
may losses over 200 million. During lockdown period, home sales drop by a third, but grocery
sales flown 7%.