Strategic Marketing Planning

Strategic Marketing
Planning

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Positive and negative impact of Brexit and Covid 19 of retail industry......................................3
Discuss organizational structure and resources required.............................................................5
Define environmental analysis along with their importance.......................................................6
PESTLE Analysis with positive and negative impact of Brexit and Covid 19...........................7
Corporate and marketing objectives............................................................................................9
Marketing strategy selection......................................................................................................10
STP analysis...............................................................................................................................10
Assessment of 7P’s of marketing mix.......................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................15

INTRODUCTION
The term strategic marketing planning involve that setting goals and objectives by
analyze various internal and external business factors such as product planning, implementation
and tracking their progress and this procedures consist of cutting into pieces together so that
everyone has should be contribute to their success of business (Aliarabi and Kazemi, 2020) . For
this assessment, selected organization is Waitrose is a British supermarket which is founded in
1904 by Waite, Rose & Taylor to sell their groceries under their brand. In this report, various
topics are covered such as impact of Brexit and Covid 19 positive and negative impact,
organizational structure and various resources are required, environmental analysis, pestle
analysis, corporate and marketing objectives, strategy marketing selection, STP analysis and 7P’s
analysis should be done.
MAIN BODY
Positive and negative impact of Brexit and Covid 19 of retail industry
Retail sector in UK consist of sale of goods to public for their use of consumption process
instead of resale. It should be includes shops, department, stores or supermarkets and internet
retailer are should be considered (Berdiyorov and Berdiyorov, 2020). There is a positive and
negative impact of retailers in retail industry with context to Waitrose through Brexit and Covid
19 is as follows:
Positive impact:
 For UK retailers sell their products outside their country in terms of their Brexit situation
and devaluation of British pound will make their goods and services are cheaper rates if
they pay for selling their products in another country.
 Brexit could must be offer a huge opportunity to make in Britain but British retailers can
source their benefit for authentic weakness.
 UK spend a foreign websites of E commerce will refuse originally but some local stores
in UK are encouraged to shop locally.

 The impact of Covid 19 for retail industry is card transaction is considered during their
lockdown system means cashless transactions social distancing are allowed so there is
one main point in Covid 19 (Berman and Thelen, 2018).
 During this pandemic situation, retail sales are recovered from large contraction in March
and April month.
 Governments helps to make liquidity and readily available to retailers and already offered
large emergency support are given which is accessible to all retail firms.
 For Waitrose, they would be deal with john Lewis department stores and it is assured that
there is a financial toughness to increase their foreign currency, hedging, to build stock
and improve customs readiness.
Negative impact:
 For UK retail industry, there is a import tariffs will be determined and implemented for
goods for services from EU. At that time, UK pays zero on imported goods and services
from EU nations and average percentage is 5.3% on goods which are imported from rest
of world and 12.2% on agriculture basis. Currently, 60.7% are come from manufactured
goods and service into UK (Brotspies and Weinstein, 2019).
 They assume that UK VAT will be accepted for sales basis but standard for UK is now
lowest form Europe but leaving EU may not be a solution that VAT is very easy for taxes
to increase and consumer should be spend on VAT which is decrease and then rise.
 UK retailers sourcing their products from EU was very invariably should be pay more to
imported goods and services and lower will be the margin if their goods are sold in UK
online store.
 During this Covid 19, retail industry are sales volumes will be fall day by day by 1,9% as
compare in 2019 and impact on consumer retail sectors has varied from clothing and fuel
also falls negative 21.5% decrease during this pandemic levels.
 With context to Waitrose, during Brexit John Lewis has announces that there is a loss £25
in first half year that would have a significant negative impact. Sales are falling but
department store is suffering more than a supermarket.