Strategic Marketing Planning

This document discusses the practice of developing strategies to achieve corporate marketing objectives effectively. It covers the impact of Brexit and COVID-19 on the UK retail industry, organizational structure and resources required, importance of environmental analysis, PESTLE analysis, corporate and marketing objectives of Sainsbury's, and marketing strategy selection.

Strategic Marketing
Planning

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Impact of Brexit and COVID 19..................................................................................................3
Organizational structure and resources required..........................................................................4
Importance of environmental Analysis........................................................................................5
PESTLE Analysis........................................................................................................................6
Corporate and marketing objectives of the organization.............................................................8
Corporate objectives:...................................................................................................................8
Marketing objectives....................................................................................................................8
Marketing strategy selection........................................................................................................9
STP analysis including global implication and potential expansion globally.............................9
Assessment of the 7P’s..............................................................................................................10
Implementation, Control and Evaluation...................................................................................12
CONCLUSION..............................................................................................................................12
REFERNCES.................................................................................................................................14

INTRODUCTION
The practice of developing many strategies to achieve corporate marketing objectives
effectively is referred to as strategic marketing strategy. Setting goals, scheduling goods,
evaluating internal and external factors, and tracking the business process are all part of the
process in order to improve performance within a fixed timeline. (Josephson, Johnson and
Mariadoss, 2016). With a 16.0 percent share of the retail industry, J SAINSBURY plc, trading as
SAINSBURY’S, is the UK's second largest supermarket chain. SAINSBURY’S was founded in
1869 by John James SAINSBURY with a shop in Drury Lane, London, and by 1922 had grown
to become the largest grocery retailer in the world. SAINSBURY’S surpassed as the market
leader in 1995, and ASDA surpassed SAINSBURY’S as the second largest in 2003, demoting
SAINSBURY’S to third position for the majority of the following span until January 2014, when
SAINSBURY’S reclaimed second place. It also includes a PESTLE study as well as corporate
and communications strategies for the company. The article also discusses STP and the seven P's
of marketing. Furthermore, designing innovative strategies that will ensure future company
development and success needs a strategic marketing strategy.
MAIN BODY
Impact of Brexit and COVID 19
In terms of job creation, revenue and overall country growth, the UK retail industry
makes a major contribution to the economy's progress. In the UK retail sector, there are about 2,9
million employees (Lim, Jee and De Run, 2020). In addition, a large number of big retailers are
purchased in the supermarket market. Brexit and COVID 19 have had a significant effect on
domestic retail industries.
Impact of Brexit
Negative impact
The relationship between the United Kingdom and European countries has been thrown
into disarray as a result of Brexit. Importers have been impacted because they are no longer
permitted to import products due to changes in customs, laws, and regulations (Austin, 2018). It

has had a negative effect on retailer earnings due to a fall in customer numbers. According to the
study, SAINSBURY’S is also impacted by Brexit because they are no longer willing to hire
trained and competent EU staff.
Positive impact:
Brexit has already been studied to enforce many importation and export controls in the
EU and the UK. It impacted local farmers and manufacturers positively, as consumers now begin
to favor domestic products (Beheshti and Zare, 2015). As a result, profits of local supermarkets
are beginning to increase, a positive signal for UK retail.
Impact of COVID 19
Negative impact
COVID 19, the most recent emerging topic, is currently affecting the whole world. It has
thrown the supply chain into disarray and has a significant negative effect on company revenue
and profit margins (Schlegelmilch and Winer, 2020). According to reports, businesses trading
with essentials are unlikely to be affected significantly, but companies in the apparel and other
sectors are expected to be severely impacted by the current pandemic. In the case of
SAINSBURY’S, they are dealing with topics such as personnel, product delivery, and more.
Positive impact
The new pandemic has caused behavioral changes and consumers' behavior patterns. It
has moved the retail sector to more online mode where most functions are carried out by online
techniques, from the order taking to the delivery of goods. As a result, revenue and profitability
increases in retail business are monitored. They booked a big increase in online sake during
pandemic with regard to SAINSBURY’S.
Organizational structure and resources required
Organizational Structure
It refers to the hierarchy adopted by the organization to keep contact with various people
at work. The organizational framework also defines the duties and obligations of the various
people who work in the business (Chandiok and Sharma, 2017). For this reason, certain

organizational constructs like hierarchical organization, hierarchy, divisional organization, etc.
are used. They use a hierarchical organizational structure within the framework of
SAINSBURY’S to describe the functions and obligations of each member. In this context,
reports are specifically identified by different people so as to eliminate misunderstanding and
uncertainty at work. All decisions are made in the organization by senior management and are
then communicated to those who work in the organization.
Resources required
In business, there are a lot of resources required in order to operate business in significant
manner. The major resources which are utilized by SAINSBURY’S are given as under:
Staff: Personnel: Human resources are an important aspect of a company without which
corporation cannot be operated. The success of a corporation is said to be in its citizens. Top
level administrators develop policies and plans, but even employees execute them (Cokins,
2017). In SAINSBURY’S, they employ qualified persons to achieve market goals within the
defined time span
Finance: Any commercial practice must be covered by funds. Without funds, corporate
operations cannot be performed (Chernev, 2020). Many outlets are available for the acquisition
of assets such as bank loans, bonds, debt and more. They use equity, debt and other sources to
secure sufficient funds in relation to SAINSBURY’S.
Environmental analysis is described as a key strategy method used by the marketing
manager to evaluate the different internal and external environmental factors directly affecting
the company functioning. It lets company organizations realize the degree of possibilities and
challenge at which the corporate enterprise will make corrective decisions (Ellis and Derera,
2019). There are a multitude of external and internal forces in the market that are beyond the
reach of the company that may have a significant impact on how it operates; hence, it is critical
for the business to analyze these factors and the extent of opportunities and threats that exist in
order to devise successful strategies.

Importance of environmental Analysis
 In the company's success and loss, the environmental analyses play an important role.
The following are some of the important factors of SAINSBURY’S ‘s environmental
analysis:
 Environmental analysis can help to understand industry dynamics and developments,
such that evidence is collected to provide products and services accordingly (Fotiadis,
2018).
 Environmental analysis.
 Proper environmental planning allows businesses to be ready for and effectively handle
transition.
 Environmental analysis also helps businesses consider their power and vulnerability, as
well as the requisite measures to deal with their deficiencies.
 It also assists businesses in assessing their opportunities and threats.
 Environmental research aids businesses in gaining a comparative edge in the industry by
examining the extent of competition.
Environmental research is extremely important for the growth and advancement of
companies, helping companies to analyses their domestic and foreign markets, so that the
necessary plan can be successfully developed in order to address changes. In strategic marketing
strategy, this is really important (Giannakis, Harker and Baum, 2015). Successful environmental
analysis in SAINSBURY’S can contribute to the understanding of their changing markets and
efficient strategy development by including different techniques for environmental analysis.
PESTEL research is taken into account in analyzing how Brexit and Pandemic impact
SAINSBURY’S.
PESTLE Analysis
Political Factors: It comprises government regulations, policy circumstances, current
government laws and guidelines, which have a major impact on organizational activities. In the
new political climate of the United Kingdom retail sector is heavily influenced. Because of
Brexit and COVID-19, a number of significant reforms have been implemented and existing
laws have culminated in a significant shift in the present organization’s activities (Gregory,
2020). Due to pantomime, various standards relating to social distances have been formulated

that have a substantial impact on the retail sector. In SAINSBURY’S ‘s sense, managers must
analyses shifts in the political climate of their region, which I need to modify according to their
own strategies.
Economic Factors: It is concerned with factors such as disposable income, availability,
demand, and expense, among others. The UK economy is now hit by a pandemic. As a result of
the limited job opportunities, the retail industry's supply chain has been affected (Moutinho and
Vargas-Sanchez, 2018). Furthermore, Brexit has a negative effect on the procurement of labor
and other materials, which harmed the retail industry's production operation. In the case of
SAINSBURY’S, they have been impacted by changes in economic conditions as a result of
COVID 19, which has interrupted the chain of demand and supply. The company also deals with
vital products such as foodstuffs and thus booked a spike in pandemic sales online.
Social Factors: This has to do with appearance, purchasing behavior, consumers'
preferences. In this respect, consumers are a substantial part of the company and may shape
industry trends. Brexit has significantly impacted consumers' buying ability. In addition, they
have now started giving domestic goods greater priority, which is positive for the UK retail
industry. In SAINSBURY’S, increased sales in pandemic times have been observed due to
changes in consumer purchasing patterns and habits. However, because of the shortage of staff, it
was impossible to achieve an optimal balancing of demand and supply.
Technological Factors: Now technology is known to be a key business component. It is
also necessary for businesses to make the best possible use of advanced strategies and tools to
manage business operations (Grishchenko and et.al, 2016). Technology has been critical in
COVID 19 as it is the best way to fulfil an individual's needs. Thus, the supermarket sector
changes the way they operate before. With regard to SAINSBURY’S, during the pandemic
period they were more technologically based. Most industry practices perform through the use of
technology from receipt of order for delivery of goods and services. In the other hand they would
still spend heavily to make sure the technology works smoothly.
Legal Factors: this has several laws that must be followed in a significant way by
corporate entities. It is stated that Brexit has introduced several amendments to current retail
industry legislation, rules and regulations in the UK (Ratten and Madichie, 2016). In addition,

COVID 19 triggered improvements in corporate policies by the establishment of social
distancing, grooming and more standards. As for SAINSBURY’S, the physical retail decrease
due to pandemics has been tracked. The pandemic has resulted in a lockdown to prevent people
from visiting shops. The organization’s internal policies need to be modified in accordance with
government directives for efficient management of companies
Environmental Factors: It is important for businesses to protect the environment of the
present day. Pandemic has wreaked havoc on the whole planet. To protect the environment,
businesses must follow eco-friendly strategies such as recycling and reusing materials. In the
case of SAINSBURY’S, they would use environmentally conscious corporate practices, which
will aid in the establishment of a good image for the company in the marketplace.
Corporate and marketing objectives of the organization
Objectives are an important aspect of any business; they may be short-term or long-term
goals that the company sets for itself, and they help the company accomplish its overall strategic
goals. The basic direction that helps businesses to have consistency about their operations is
defined by objectives (HERNANDEZ and ÇENGEL, 2019). It is the organization's primary duty
to strive toward meeting certain goals and targets, as they contribute to the organization's overall
success. In the case of SAINSBURY’S, priorities are important for the firm to gain a significant
market share. In order for the company to be competitive, its marketing and organizational
priorities must be based on both the company and its clients. The business and marketing goals
for SAINSBURY’S are as follows:
Corporate objectives:
The corporate goals are the form of goals which are mostly implemented by senior
management and which are intended for the organization, providing consistent understanding of
concrete targets required for the different practical business operations (Howes, 2018). In
SAINSBURY’S, the company's key aims are:
 The main company goal after locking is to improve the efficiency of the employees.
 To provide required instruction to the workforce such that new changes are understood,
accepted and successfully performed.
 Expand the company into a new market in order to build a new client base

Marketing objectives
In order to define the brand, marketing targets are the form of goals set, set to describe
the priorities to meet marketing objectives and have a transparent way to follow marketing
effectively. The below are some of the marketing goals pursued by the SAINSBURY’S
marketing team:
• Recovering a leader in the supermarket sector.
• The target of increasing up to 50 percent market share.
• Increased goods and services visibility to boost sales.
• Recovering competition by increased earnings and sales after the lockout.
Marketing strategy selection
The brand campaign formulation is an important aspect of marketing preparation because
it aids the organization in making the best decisions possible in terms of business expansion and
product creation (Hughes and Hodgkinson, 2020). Sainsbury’s will use the ANSOFF growth
matrix to determine the best business plan, as seen below:
Matrix of ANSOFF: It is one of the most important targeting tools that a company can
use to analyze and choose their most important development plan. It primarily consists of four
tactics, as detailed below:
Market penetration: This approach is aimed at improving the sales of emerging goods on
an existing market, either by reducing the price of the product or by using many means of
marketing (Jokinen, Puumalainen and Airaksinen, 2019). This is an effective strategy which can
be used by Sainsbury. Under the strategy organisation can use its existing products to be
implemented within the market of UK. This will support the organisation in targeting the
existing customers that are impacted due to covid-19.
Product Development: The next approach is product growth, which focuses on growing
sales by introducing new goods or services into a developed market. This is typically
accomplished by introducing differentiated or exclusive products into an established market in
order to expand the consumer base (LO and SUGIARTO, 2021). To grab the attention of
different individuals after the end of this covid-19 and brexit referendum, sensory can use to
develop new products in the market for these products can be sanitizers and other essential items

and the time of covid-19 that will help the organisation in targeting the existing customers with
new approach.
Market Development: Another approach is the expansion of the industry, in which the
company focuses on penetrating the new market with its current products and services to
increase the reach of its market. Market development will not be an effective strategy in this
covid-19 period as organisation is already suffering from the loss due to down fall within sale.
Does downfall is suffered by the organisation due to mar spread of covid-19 and lockdown.
Company should not prefer the market development strategy.
Diversification: The last approach is diversification, which would enable businesses to
take advantage of new markets, as part of the emphasis of the organization's market launch.
Diversification is also an effective strategy but it involves a high risk of failure. this time of
covid-19 and Brexit UK suffering from various problems with an economy (Nadikattu, 2020).
This make it difficult for the organisation to adopt the policy of diversification and act as a bad
idea.
From the above discussion, it can be inferred that, in order for SAINSBURY’S to prepare
and choose a strategy and restore competition after the industry lockdown, the company can
choose a market penetration strategy, which will enable the company to raise sales and efficiency
by lowering commodity prices or increasing promotional activities. The most effective strategy
to the organisation is related to market development. This can be used by century in the current
time by bringing innovation within existing products and building improvised range of products
for stock company can also use to attract the customer with the help of advertisements and
various other strategies that will help in increasing its worthiness within the market along with
profitability.
STP analysis including global implication and potential expansion globally
STP analysis: The STP study means segmentation, aiming, placement. It is important
tool that allows companies to evaluate organizations and analyses their products and services in
order to establish a clear role in the consumer's mind. The above is explored in the light of
SAINSBURY’S ‘s STP research:

Segmentation: The segmentation policy is one of the most important policies that can
drive a company to success or failure. The marketing strategy should cover all of the necessary
marketing sectors, such as mass, local or personal, so as to successfully increase revenues
(Papadas and et.al, 2019). This approach has to be considered by the corporation for successful
and viable strategic marketing planning after the SAINSBURY’S lockdown. Buying preferences
must be considered before segmentation by studying the consumer's behavior, taste and desire.
Targeting: The next approach is to focus on economic viability and the aim strategy
often ultimately determines if the future target group is involved in achieving a better outcome
when targeting a consumer with the organization's market plans. In case SAINSBURY’S has re-
analyzed its target market to continuous growth and development since the current COVID
pandemic situation.
Positioning: Another approach that should be considered for strategic marketing
planning is positioning; in order to reclaim its place in the eyes of customers, the brand must use
appropriate branding tactics and resources. The goods must be sold in a way that meets the needs
of the consumers. To draw the interest of the future target audience, creative approaches should
be used (Ramlan and et.al, 2016).
The SAINSBURY’S is a well-known band with a national retail store. With the current
scenario of COVID 19 and Brexit, there is a direct impact on the company's global growth, the
company will be globally affected by the lock-up in order to successfully design its marketing
campaign for its global expansion business.
Assessment of the 7P’s
Product: SAINSBURY’S sells a vast number of items that sell food, clothes, paperwork,
beverages and more, but it has largely influenced the present situation with the pandemic and
lock-down but with the present situation the business has started shopping online with a social
distancing situation that has positively boosted their earnings.
Price: Pricing policy adopted by SAINSBURY’S is a strategy for cost leadership, which
helps the firm to present a comparatively low-price commodity and achieve a competitive edge
on the market, given that each company's profitability has to continue its low-cost strategy, so
that it is restored competitiveness.

Place: SAINSBURY’S primarily uses the distribution channel online and offline as its
location, but with COVID 19 and the down-lock situation the offline distribution channel has
mostly been implemented and, in order to maximize their return, the current situation requires a
firm to concentrate on its online distribution channel.
Promotion: SAINSBURY’S uses a variety of promotional tools such as television,
newspaper, and social media marketing to communicate with potential customers about their
products and services (Rudd, Jaakkola and Marshall eds, 2016). However, Brexit and COVID 19
had a direct impact on the company's promotional activity because the company was unable to
do business due to the lockdown. As a result of the increased usage of digital platforms,
businesses will concentrate their efforts on leveraging different social media platforms to
advertise their goods and services.
Process: SAINSBURY’S defines the procedure as a sequence of steps taken by the
organization to meet its goals, using an appropriate process to make the understanding simple for
consumers. However, with the COVID and lock-down after the offline procedure, company will
concentrate on delivering online services and also rely on their click and service scheme to
enable clients to obtain online services.
People: SAINSBURY’S employs over 500,000 people and has a large number of
customer service representatives who are constantly working to ensure the company's success.
However, as seen with COVID 19 and lockdown, the company has been forced to reduce its
workforce, which has harmed the company's employability (Sahir and Rosmawati, 2020). After
the lockdown, the company will be able to provide a large number of job opportunities in the
community in order to deal with the crisis.
Physical Evidence: The last process is physical proof, which involves the tangible
picture of the company producing its physical evidence. SAINSBURY’S has a clear corporate
name, appealing logo, and their warehouses are all powerful physical evidence (Selimi and et.al,
2018). After the lockdown, the company will rely more on retaining customers via its online
website and strengthening their physical evidence.
It can be evaluated from the above its answer is a global organisation and is using
appropriate marketing mix to attract the paper was not in contacts of the current period of covid-

19 it is essential for the organisation to improve his promotion focus on the people. These two
are mandatory aspect within the marketing principles of sensory that will help the organisation in
enhancing its version as to the market.
Implementation, Control and Evaluation
Implementation is described as the process of putting something into action. After the
market has been thoroughly analyzed and evaluated, the organization must put the plan into
action. In the case of SAINSBURY’S, after analyzing the market, the company must effectively
put the strategic marketing plan into action in order to achieve the desired results (Sinha, 2018).
Following the implementation of the strategic marketing plan for growth and development as
well as regaining market position, the next step is effective measure or control of the plan, which
includes consideration of difficulties and effective handling of them. Following the controlling
comes the thorough evaluation of the plan, which should be done on a regular basis to ensure the
plan's successful implementation.
CONCLUSION
From the foregoing discussion, it can be inferred that strategic marketing planning is
critical to a company's success; it aids in the formulation of required strategies to achieve a
company's specific goals and objectives; it aids in the enhancement of overall performance; and
it aids in the successful increase of profitability and productivity. This report provides a thorough
analysis of the effects of COVID 19 and Brexit on the retail industry, as well as a feasible
strategic marketing strategy for the post-lockdown era. It also has sections on environmental
analysis, corporate and marketing priorities, marketing strategy selection, as well as marketing
segmentation, targeting, and positioning. It also involves an assessment of the 7Ps, as well as the
implementation, control, and evaluation, which are all effectively illustrated in this study.

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