Strategic Marketing Planning

This document discusses strategic marketing planning, its impact on the retail industry with Brexit and Covid-19, organizational structure and resources required, environmental analysis, PESTLE analysis, and corporate and marketing objectives.

Strategic Marketing
Planning
Table of Contents

INTRODUCTION.......................................................................................................................................3
MAIN BODY..............................................................................................................................................3
Positive and negative impact on retail industry with related to Brexit and Covid 19...............................3
Organizational structure and resources are required................................................................................4
Environmental analysis with their importance.........................................................................................6
PESTLE Analysis and positive and negative impact of Covid19 and Brexit...........................................7
Corporate and marketing objectives........................................................................................................9
Marketing strategy selection....................................................................................................................9
STP analysis..........................................................................................................................................10
7P’s of marketing mix...........................................................................................................................11
CONCLUSION.........................................................................................................................................12
REFERENCES..........................................................................................................................................13

INTRODUCTION
The term strategic marketing planning consist of setting various goals and objectives by
analyzing internal and external factors which could affect product planning, implementation and
tracking their progress (Tareq, 2018). It is a procedure where they should create marketing
strategy which outlines some specific objectives, what type of programs should be used and who
are responsible to accomplish those goals. For this assessment, Morrisons is a supermarket firm
in UK and its headquartered in Braford, West Yorkshire, England. It was established in 1899 and
it was began with egg and butter stall by William Morrison. In this report, various topics are
covered such as positive and negative impact on retail industry, environmental analysis, Pestle
analysis, corporate marketing strategies, market strategy selection, STP analysis and 7P’s of
marketing mix.
MAIN BODY
Positive and negative impact on retail industry with related to Brexit and Covid 19
Retail sector is a procedure of selling goods and services for consumers through various
multiples uses of technology to earned more profit (Alizadeh and Mohammadi, 2019). It includes
necessities food, clothing and In UK there are 4 retail sectors which are main such as Tesco,
Sainsbury, Walmart and Morrisons. There are positive and negative impact on retail industry
with related to Brexit and Covid19 are as follows:
Positive impact on retail industry:
 In case of Brexit, UK are devaluation of British pounds will make goods and services are
purchased from other firms and if they are pay for currency then they are import more
goods .
 Brexit have a best opportunity which is made for Britain retailers are only major source
which are benefit from other firm weakness. Whether it is fashionable industry all are
manufactured in UK and it is more likely to be acquirer firms should be in weak position
so it will be affordable.

 It should mainly spend on e commerce websites will be reduced initially but some firms
are well for UK stores and encouraged to shop locally.
 Positive impact of Covid19 is to increase their retail technologies will should be continue
to digital transformation efforts such as distributed in management order, supply chain
collaboration, cloud based hiring and network infrastructure.
 During this pandemic situation, consumer shift to online and purchase are should be
digital basis like this shift within apparel, fashion items has not come close because it
should have unique experience will become more critical (AlQershi, 2021).
 In pandemic situation, it is helpful for flexibility for labors which could be accelerate
more towards and resources are dynamic from stores to distributions channels.
Negative Impact on retail industry:
 Due to Brexit negative thing is that various tariffs are imported from other nations and at
that moment UK pays to be zero that good and services is import for other countries. An
average is 5.3% are paid on goods from rest of world and 12.2% in agriculture.
 UK standards VAT rate is among high in Europe but if Brexit exit in UK which means
they should be accepted on sales. It is very easy to increase tax but some consumer is
spending money will reduced and VAT will arise.
 There is uncertainty of Brexit which caused volatility and it should affect firms because
goods and services are increased as well as enhancing their raw materials and final
products are out in Britain.
 Due to Covid19, governments ensure that competition remains sufficient in retails sector
for some crises and it will be negative impact on consumers. They should challenge about
their pricing behaviors and continue to be carefully reviewing their acquisition activity.
Organizational structure and resources are required
The term organizational structure is a method that work should flow of various activities
through in business enterprise and manage function that coordinate their activities such as
allocation of resources, supervision or directed to organizational goals (Barreto and Drummond,
2017). It determines that certain activities which are recognized that how they can accomplish
their organizational goals and objectives, roles and responsibilities are should be considered. In
case of Morrison, it is helpful to create and coordinate various activities of work and control the

member’s performance in an organization. It should determine how firm information is flows
between levels within the firm like board of directors of firm. These firms adopt hierarchical or
matrix structure should be followed which are described below:
Matrix structure: This structure consists to manage multiple dimensions of business like
which they should provide both the levels such as horizontally or vertically to contribute
functional knowledge (Charter, 2017). This type of structure brings together managers and
workers transversely their departments towards their accomplishing their organizational goals
and objectives. It will also determine that efficient information which is exchange of flow of
goods and services and departments are closely to work together and communicate with each
other. For Morrison, it encourages team members before taking any decision in business because
they promote motivation among workers. It also increases their complexity in organizations and
it is not limited to employees, supervisor tends to be confused who is a direct supervisor.
Hierarchical structure: This type of structure contains a direct chain of command from
top to bottom and it makes all decisions for management when they passed down through level
of subsidiary. For Morrison, it is usually used to determine their group of power at top of
subsequent levels. It shows that person has different level of authority and responsibility and
each person have specific projects. It should motivate employees with having clear paths and
many chances for promotion.
Various resources are required to Morrison which is described below:
Human resources: It should consider employees for success of organization with
heavily on talent and strength of workers are determined. Hiring experienced employees with
major track of records to ensure that there is an expertise which measure goals and objectives of
firm that will be carried out effectively and efficiently manner (Chien, Dou and Fu, 2018).
Finance: It means funding of resources in business and most important it occur various
multiple startup costs which include starting a new firm, registering firm name and print their
business cards. These resources are required to adopt easiest ways to handle personal accounts
whether it is related to loans and credit basis amount may be generated from financial institutions
and investors who are invested money in business enterprise.

Physical resources: These resources are generated a small business with various
multiple locations each and every organization has a suitable resources are required. This will
included proper space, adequate information and many effective marketing channels.
Environmental analysis with their importance
The term environmental analysis is a framework which identifies internal and external
elements that should be affect firm performance (Davies and Ellison, 2019). It should be consist
of threat and opportunity for those factors which are assessing a specific period of time. To
perform environmental analysis, it should provide constant information and define those goals
which are important for business with their present strategies. The information which is used to
assess operating their environment and set up organizational goals and objectives. This analysis
used to determine various factors of environment and firms has able to assess thief future market
opportunities and remove their threat and take risks in marketplace. Environmental analysis may
also be serving their market attractiveness to be assessed.
Importance of environmental analysis:
It is important tool that environment analysis makes a proper decision should be taken for
firm so that all situations to be handle in business enterprise (Feng, Govindan and Li, 2017). It
depends upon success of firm which is making precisely to make decision making capability and
enables that firm select the best opportunity for success growth of firm. It should play a vital role
for business management which provides possible opportunities which can be affected external
environment of firm.
 Environmental analysis which should be helpful to be identifies various opportunities and
threats and keep to be informed and alert.
 This analysis is helpful for firm because it is allowing firm to develop their suitable
resources and managers of Morrison are ware about this that will be linkage between an
organizations.
 It is helpful for firm to gain a proper understanding like how environment of industry are
being misshapen.
 It helps that firm has range of various alternatives and eliminate those options which are
clearly incompatible for opportunities or threats.

 Managers of Morrison can keep an optimum utilization of resources such as human,
capital, finance and so on. Business environment are to be analyzed to decrease their
wastage of resources and without understanding of internal and external business
environment in an efficient manner.
PESTLE Analysis and positive and negative impact of Covid19 and Brexit
Pestle analysis is a tool which is used to identify and impact on external factors or macro
environmental factors which may be directly affect the business enterprise (Haleem, Jehangir
and Ullah, 2019). It should changes in any factors in PESTLE analysis which they have starting
fresh entity or enter into established or foreign business using many tools. It should provide a
great detail will should face an operating challenges as compare to other rivals forces. There is
positive and negative impact of Covid19 and Brexit with each and every factor which is under:
Political: This factor consists or determines government influence or their fluctuations in
business that would be affect economy. This will include political stability, any corruption, trade
police or any kinds of taxes which government can arises. All factors which are taken into
attractiveness of potential market in business and government have direct impact on these
factors. In case of Morrison, it may affect profitability of business so that there are les chances
for survival growth of business and suddenly taken decisions. The impact is due to Covid19 is
government scrutiny means are slow response during this corona virus breaks and it may lead to
widespread of political dissatisfaction among citizens.
Economic: It should directly impact on economic condition of environment and their
performance are to be considered. These factors of economy can have a direct impact on long
term condition that an affect goods and services. It will include inflation rates, exchange rates
and income for consumers and so on. It will also affect on purchasing power of consumers which
could changes in demand and supply of economy (He and Harris, 2020). With relation to
Morrison, firm has affected on some factors which impact on total demand, investment and
changes in climate. It is helpful for increase in profitable business and more likely to incur loss.
Impact of Covid19 is lack of workers in nations whether it is Brexit or pandemic situation that
would result in making decision and government to pressed labors.

Social: They should determine cultural trends of business and impact society at large and
it should represents the norms, customs within which firm operates. This will include income,
age, gender, lifestyle, behaviors and many more. It is especially recognize workers while
targeting particular customers. For Morison, firm has impact of social factors which is based on
aspect of marketing and understand customers, lifestyle, education system and society at large.
Impacts of Covid19 are panic, racism which has to greater impact on pandemic situation and
people get staying home and avoid crowd areas.
Technological: These factors have directly impact on operations and new technology or
new innovations are arises due to favorably (Kariuki, 2020). It will include research and
development, technological awareness, level of automation and innovation and so on. In case of
Morison, rapidly changes in price structure in a very short span of time. It becomes more
extremely important that constantly innovative for more possible profits for near future. Impact
on Covid19 is advances of virology is that they have spread of virus which means invaluable
information are generated to understand better with great minds to find new ways of manage
pandemic situations.
Legal: They can determine certain laws which can affect business environment and
maintain their certain policies which is related to government or court. It is more important for
firm to globally trade their nations set own rules and regulations. For Morrison, government
institutions and frameworks while technically determine political party which holds government
body and it should be legal and enough to protect from workers. In case of Covid19, it should
consist of health and safety which is solutions of workers during their pandemic situation.
Environmental: These factors have become most important because of due to some
scarcity of raw materials, targets pollution, carbon footprint which are set by governments. To
growing in climate changes and increase awareness which should affect politics impacts like
how firms can operate their products and what type should they offered (Kniazieva, Kolbushkin
and Smerichevskiy, 2017). With context to Morrison, changes in weather conditions may have
important impact that would be capability to manage their transportation for both resources and
finished product. Major impact of Brexit is decreasing their gas emissions by 40% and set those
standards will should be reduces sulphur oxide by 70%.

Corporate and marketing objectives
The term corporate objectives is related to whole firm and it is usually manage by top
management and they should provide detailed objectives and goals and major procedures for
maintain their functions in entity (Saini and Bharti, 2018). It should attempt concentrate on
desire results and objectives and performance of business. It should relate to performance in
order to maintain their firm units or various divisions of business enterprise. In case of Morrison,
their objectives are that they should continue to speed up and building a long culture with
customers based on their teamwork with clear and efficient manner. The main aim is to
conscious cost and create an efficient business that more responsive to customers.
Marketing objectives are brand define goals which are set out but what firms wants to
accomplish their marketing activities. They should need to be consistent with an overall aims and
objectives of business entity which are to be focus on team of marketing. These objectives
provide marketing objectives which are relevant and achievable so that this is most important
benefits and monitoring progress against them. To choose their marketing objectives are main
part of marketing strategy with a pre defined goals and objectives.
 It should be ensure that there is a functional activities which are consistent and many
corporate objectives.
 It provides many incentives for marketing team whether it is success or failure in
organization and focus on decision making power.
Marketing strategy selection
To develop their strategy of marketing it should begin with proper action plan or
marketing plan and select their best marketing strategy and determine how to get job done and
identify basic objectives which can be established with a desired and basic results (Tareq, 2018).
Some specific marketing approaches that would be achieved desired results. This strategy is
based on interacts for customers who have various objectives in terms of their decisions as well
as improve their performance. For Morrison, they should continue their target audience and
middleclass people and offers their value for money to extend a customer service. Firm has
identified for choice of customers surveys and database. To be more competitive this means
helping customers make every penny that everyday items they want or need.

STP analysis
This analysis is study of various goods and services and the way that communicate
customers that will be benefits for segments of customers (Veal, 2017). This marketing model
means consist of segment their market into various different segments, target select segments and
preference which should be identified according to their customer expectations. This analysis is
useful that they should create a marketing communication with customers since it helps
marketers to prioritize their messages and relevant information should be provided. It is one of
most popular segments which should be determined their business strategy and focus on a
particular product or service.
Market segmentation: It should consist that divide their market into many different
segments and each of these segments has common features, needs and desire for customers to
rate their marketing actions. It will include demographic, geographic, psychographic and so on.
It is all about identifying many distinct attributes between people in marketplace which will
allow developing their marketing campaigns.
Demographic segmentation: It consists about age, gender, marital status, education,
size, length of business and any profession or occupation.
Psychographic: It involves personality and emotion of people which is based on their
behaviors and includes attitudes, lifestyle, personality and lifestyles are considered.
Targeting: It is all about identifying best opportunities to other targets segments and
targets a particular segment in marketplace (Wroblewski, 2017). There is a important marketer
which is identifying based on segment communication with customer or their target audience. It
refers to determining their which of these segments are should be uncovered and target which
made up a focus on marketing program. It must be include size, difference, money, focus on
particular group and accessible.
Positioning: It is the last step of process in STP analysis that they will need to be create a
best position in marketplace and allows firm to set their product or service apart from customers
in competition for the minds of target audience. There are lot of business which are required to
do something in similar and maintain their perfect position in market. Firm will respond for n
unmeet desired goals and objectives in market that they should fulfill through product or service.

In customer segmentation positioning, they should completely product positioning and product
segment to measure such campaign that target audience should face. This is different which
means goods and services from one another and consumers are should be able to buy those
services which concerns about physical attributes, functionality and ability to keep their and
communicated with customers easily. It should also determine how consumers are
communicated related to brand value and brand awareness and maintain position in market
through their brand.
7P’s of marketing mix
Marketing mix are consist of those tools which are set or promote their product or
services in marketplace and needs to be develop their strategy for accomplished their desired
results, goals and objectives (Haleem, Jehangir and Ullah, 2019). Manager should plan their
activities of marketing and determine properly according to their audience needs and wants.
Various marketing mix which are defines with context to Morrison are as follows:
Product: Product is tangible and services are intangible which should be fit for every
customers and customer are also want to work for what they are expected about their product.
With relation to Morrison, it should focus on fresh food and improve their high quality services
and firm prepares and deliver fresh food products so that they have own manufacturing facilities
to prepare best product.
Price: It is one of biggest factor is pricing that should be understand customer are paying
for this product or not. It should represent in terms of money and value for based in pricing
strategy. In case of Morrison, they should be improving their customer offering through lower
the prices and customer are more attract towards their firm. This is used promotion and bundle
pricing so that they can offer match and more cards are should be generated.
Place: It means product are should be delivered fro customer for proper time at proper
place so that it will be easier to purchase (He and Harris, 2020). For Morrison, it should across
UK 600+ and 150+ convenience stores and this firm operates, control great portion of food
supply chain and have a nation food centers for customers.

Promotion: This must include way of communication and how it promotes a product or
services for a particular strategy so that customer will attract. In case of Morrison, it should offer
cheap and good products to customers and created promotions for special offers and discounts.
People: This means those people who are delivering their services in proper manner and
are efficient to provide these services (Kariuki, 2020). With relation to Morrison, it tries to
create a more opportunity for local people so that they can part for our community. It should
approx 12 million people in branches.
Process: It involves procedures when making the product or deliver their product time
are should be included. Customer should consistent to communicate which leads to delivery
process by wide ranging of services and provide fresh food.
Physical evidence: It should define their experience their interior design well dress
people or not all are things should be included in physical evidence. For Morrison, firm has
presence across UK supermarkets and it coverage online, distribution centre and many
manufacturing units (Kniazieva, Kolbushkin and Smerichevskiy, 2017). Firm has showcased for
whole product which are offered by firm and what range should be decided by firm according to
customer expectations.
CONCLUSION
From the above information, it has been conclude that strategic marketing planning
consist that communicated and conduct marketing plan, goals and analyze research which is
based on target audience. In this report, several topics are covered such as positive and negative
impact of retail industry, organizational structure such as hierarchical and matrix are used,
environmental analysis, PESTLE analysis, corporate and marketing objectives, marketing
strategy selection, STP analysis and 7P’s of marketing mix.

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