Strategic Marketing Planning

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