Strategic Marketing Planning

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