Strategic Marketing Planning for Retail Industry: Impact of BREXIT and Covid-19

Strategic
marketing
planning

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Investigation of current retail industry and impact of BREXIT and Covid-19...........................3
Organisational structure and required resources(staff and finance)............................................4
Environmental analysis and its importance within strategic planning........................................5
PESTLE analysis including BREXIT and Covid-19 affecting each factor.................................6
Marketing and corporate objectives of company.........................................................................8
Market targeting and positioning including global implication and potential expansion globally
.....................................................................................................................................................9
7Ps of marketing and their analysis according to the current situation.......................................9
Marketing strategy analysis.......................................................................................................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................15

INTRODUCTION
In the era of stiff competition between several companies and effect of Covid-19 on the
market, strategic marketing planning plays a crucial role in development of business. It is very
much essential for a company to perform marketing strategic planning in order to gain
competitive advantage at the marketplace (Agyapong, 2021). In this report a brief investigation
of retail industry after the spread of global pandemic Covid-19 and BREXIT is explained. This
report includes environmental, PESTLE and market analysis, their importance with respect to
strategic planning is also mentioned. In this project marketing objectives are mentioned along
with the marketing strategy analysis. This report also includes marketing targeting and
positioning analysis with several global implications according to the current situation. In this
report, example of Nike is taken into consideration. Nike is an American multinational
corporation which designs and manufactures footwear, apparel and equipments. The company
was established in 1964 and is headquartered at Oregon, United States of America.
MAIN BODY
Investigation of current retail industry and impact of BREXIT and Covid-19
In fulfilling several demands of customers at the marketplace, retail industry has gained
attention of several customers. The market is majorly dependent on retail industry in order to
fulfil daily requirements. After the spread of Covid-19 in the world, retail sector has faced
slowdown issues. This is not a good indicator for global market, also after UK’s decision to do
BREXIT has negatively impacted the retail industry sector. The retail industry has suffered
major financial loss with the global recession which is caused after the spread of Covid-19.
Global pandemic Covid-19 has also negatively impacted on various operations performed by
Nike and decreased its revenue and market growth. Consumers are afraid to buy products and
services as they are afraid of virus spread. Nike has also fired several employees due to global
economic recession which is caused by Covid-19 and BREXIT. In retail industry all major
operations are stopped including distribution of products. The supply chain management has also
suffered a lot in the retail industry after the spread of pandemic. In the long term retail industry
will also face several issues which are not easy to get compensated. Nike has to formulate a
precise marketing strategy at the market in order to overcome various issues which are related to
functioning of its retail operations. As far as marketing strategy is concerned, Nike can take help