Strategic Marketing Plan for John Lewis Organization

This report discusses the strategic marketing plans of the John Lewis Organization, including the impact of BREXIT and COVID-19 on the retail industry, organizational structure and resources, environmental analysis, PESTLE analysis, and corporate and marketing objectives.

Strategic Marketing
Plan

Contents
INTRODUCTION.....................................................................................................................................3
MAIN BODY.............................................................................................................................................3
TASK..........................................................................................................................................................3
Impact of BREXIT and COVID-19 in Retail industry.............................................................................3
Organizational structure and resources....................................................................................................4
Meaning of environmental analysis and its importance within the retail industry...................................5
PESTLE Analysis and the impacts of BREXIT and COVID-19 on each factor......................................6
Corporate and marketing objectives of the organization..........................................................................7
Market Strategy Selection:......................................................................................................................8
7P’s of marketing in retail industry.........................................................................................................9
CONCLUSION........................................................................................................................................10
REFERENCES........................................................................................................................................11
Books and Journals:...............................................................................................................................11

INTRODUCTION
Successful Companies create and depend on marketing plans of the business which help
them to guide and to prioritize strategies. Strategic Marketing Planning is considered as a process
of creativity on its own right. Such plans includes the concepts regarding geographic and
demographic target markets as well as market segmentation. The main goal of this planning is to
shape and reshape the overall company’s business and products or services so that they crop
target profits and developments (Bazina, A.). This report is going to discuss strategic marketing
plans of the John Lewis Organization. It is British Company which operates its department
stores, its banking and financial services and Waitrose and Partners supermarkets; and other
related retail industry activities. The respective company known as a third largest non-trade
company in the UK. It has its headquarter in Westminster, London, UK and the company
founded in 1929. The company was introduced by John Spendan Lewis. The overall aim of
company is to attract new customers and keep and create the bonds with the existing customers It
has been created by quick understand and adaption of the trending change that are requires and
that can be competitive pricing, dynamic shopping, and easy to use product sourcing. The
company is popularly known for their cooperative employees with over 64000 staff.
MAIN BODY
TASK
Impact of BREXIT and COVID-19 in Retail industry.
BREXIT and the retail industry:
BREXIT is a portmanteau of the words ‘British’ and ‘Exit’ which suggests the UK’s
divorce with the European Union. The UK joined the European Economic Community to carry
out about economic integration among the members of the states; when it was created in 1993 it
became a part of the European country. But UK always kept distance from the European Union;
it has their own currency which had no control in the internal borders of the EU. Also political
parties in Britain had people who opposed the ideas of EU countries and this oppositional
deepens financial crises after 2008.
Negative Impacts of BREXIT:
People: Quantify the labor market impact to lose admission of employees from other section of
the EU. It must identify how EU citizens would be treated in UK and the control of people, their
visas, rights and families.
Supply Chain: BREXIT impacts negatively to the customers, suppliers or stakeholders. It
creates more supply chain disruption compared with natural disasters or cyber-attacks.
Positive Impacts of BREXIT:
If the UK does a tough BREXIT, they will get more freedom in deals of their own trade
and have their own rules and regulations. It is the situation in which UK gives the admittance to
the single market and customs union (Buga, N. Y. and Sharko, V. V., 2018). It also enables their

citizens to live and working with peace and prosperity. It also serves the protection of rights
whether it is social, economic or legal.
COVID-19 and the retail industry:
Impacts of COVID-19 are uneven in all the types of industry whether it is retailing,
fashion or any other industry. The COVID-19 pandemic has sent shockwaves throughout the
global communities, triggered steep selloffs and dislocated international supply chain in financial
markets (D’Souza, C. and Et.al., 2021). The world is facing extraordinary crises due this
situation. In retail industry, the changes in external environment creates a new structure and
circumstances “new normal” which will impacted in wide range on economics, politics or social
lifestyles and includes digital technologies that support them. Essentials and necessities in retail
business which involves food and daily requirements expected a business continuity from the
government. The impacts on economy will hard to tackle as it takes about two or more years to
recover. It is affected majorly specific in this type industry since the government ask people to
quarantine themselves which restricts face to face to meetings and service in the stores. The
lifestyles of customers have changed dramatically as they prefer orders online and do cashless
transactions. Due to change by this pandemic, employees are not working in a remote way but
work from home via online channels. Lifestyles are supported only by digital technologies and
has become popular and used by almost everyone. The retail industry will be needed to take
continual action in reaction to these changes in consumer behavior and the new patterns of the
behavior that concerns with contactless interactions and social distancing. It is significant to
create safe environment for both customers and their employees. But shortage of employees will
still be an issue as it takes years to come back with normal situation.
Organizational structure and resources.
When creating a business plan is it important have an organized structure to determine
their customers and appeal to them. In retailing industry, many business are rely on the structure
that spaces importance on such areas; store operations, centralized operations and regional
operations.
Store operations includes marketing and merchandising which are performed by retail stores on
a daily basis.
Centralized operations includes duties and responsibilities such as planning for stores and
human resources.
Regional operations includes warehousing and distribution (de Lautour, V. J., 2018).
These are essential as it benefits to all areas of a business. But in retail store company store such
as John Lewis Organization are complex in nature as it will depend on the size of the operations,
philosophies and type of management which is desired.
Entrepreneur and the retailers understand the issues might be facing in growing and
developing their business as they manage several phases of the business. There are certain
resources a retailer requires to know for their business growth:

Multichannel merchant: Multichannel reaches strategic decision-makers accountable
for management, e-commerce, marketing and business operations that sells merchandise through
various multichannel.
Retail customer experience: This involves internet portal dedicated to helping retailers
decisions are made on the basis of experience rather than their prices; with a fundamental
understanding that retailers are different in now a days and if they want to stand in competition,
the understanding of customer should be new and the way they shop (Frolov, K., Iliashenko, V.
and Ershova, A., 2021).
Internet retailer: It can be termed as they serves information about trends, competitive
practices, technologies and the individuals who are shaping the internet world.
Internet access is commonly used now a days which serves information access and a tool
for communication in the organization. By the use of internet it provides e-commerce, e-mail and
other research tools; it more offers employee distraction which might results serious issues that
lost the productivity. But now a days it can be manage the flexibility and adaptively in the
organization.
Meaning of environmental analysis and its importance within the retail industry.
Environmental analysis can be defined as a process which identifies all the components
whether it is internal or external that can influencing the performance in the John Lewis
Organization. The strength and weakness are the internal components while opportunities and
threats are the external components. It has a significant role in the strategic marketing planning
for the business. An analysis of environment will be conducted when a strategic plan is
developed and that includes political, economic, social, technological, environmental and the
legal factors that impacts business direct or in indirect manner. A HR manager can be said
skillful when identifies all such factors can achieve competitive advantage and reduce their risk.
It has been showed that a manager who are actively analyze such factors can help business in
their strategic planning and keep informing the decision-makers on the external environment. If
the technology is newly developed, a strategic manager can improve the process within the John
Lewis Organization. Overall analysis should serve the changes occur in the environment.
Importance of environmental analysis:
 Identification of strengths: That reflects the capacity and capabilities over competition
to gain advantages of the firm. Analysis of internal business environment helps to
identifies strengths of the organization.
 Identification of weaknesses: It is a limitation of the firm. It is obvious that if company
has its strength than it has its weaknesses also. Monitoring environmental analysis helps
to find out weak areas of the company (Garcia, C., 2017).
 Optimum use of resources: It also helps to reduce the wastages of the available
resources and makes optimal utilization; it the analysis is properly done and in effective
manner then it will be helpful for the organization.

 Survival and growth: If the analysis is systematic done; it will create opportunities for
the firm that will help to build the strength and decline the chances of threat and
weakness. In business world, it make the firm to survive and grow.
 It aids decision-making: In management, the process for choosing best alternatives
among various can be define as decision-making. The analysis and scanning of
environment is a significant tool for the decisions made within the organization. The
firm’s success depends on their decisions.
 To plan long-term business strategy: Every business has its short-term and long-term
objectives. Proper analysis can help the organization to frame better plans and policies to
accomplish their future and targeted objectives.
Overall it improves the performance level of organization by making strategic managers
aware about the issues and opportunities that arise in the external environment by having a direct
effect on the business planning.
PESTLE Analysis and the impacts of BREXIT and COVID-19 on each factor.
PESTLE analysis is a very useful tool in the business strategies and to understand the
macro-environmental factors in the retail industry. Strategic decisions are also made on the basis
of such factors.
Political factors:
Political factors involves plans and policies of government in the retail industry which
affects profitability and revenue. Supply chain and sales are disrupted due to the political
instability. Such issues creates obstacles in the business operations. Due to BREXIT and
COVID-19, it creates uncertainties and political debates. Many of the analysts believes that it
creates issues and challenges in the future for the country as it impacts the operations of business
in retail industry. Government also focus on the research activities in such areas and provide with
rules and regulation to deal with this infectious disease.
Economic factors:
Economic factors are always very significant in context of business and its trade. UK has
been known for its 6th largest economy in the whole world by nominal GDP. Due to this
pandemic, lockdown situation occurs in the whole world in 2020 and the present year. It puts
pressure enormously on the treasury and destroyed many business across in this retailing
industry. Government policies outbreaks due to this COVID-19 pandemic situation as it relax tax
structure. The state of the world economy reflects the sales as well as the profit for the industry.
The Economic growth refers spending of money in bulk shopping but it gets impacted due to
such virus; many customers prefers online shopping now a days and try to avoid direct contact.
On the other side due to the partition from EU many retailers and consumers are invest
consciously. As per the research sales of last year were up during summer and the sales on credit
were also rise.
Social Factors:

News of BREXIT were exploded worldwide and commonly reported on various channels
such as Twitter, Facebook and more (Hermelin, B. and Gustafsson, S., 2021). This is highly
impacted in retail industry as it change the way looking such things. It is obvious that behaviors
of buyers changed highly and considering the economic state is still in a risky situation. The
situation of COVID-19 impacts both labor market and health care system. Companies such as
health care, insurance, real estate and more are benefitting due to this situation. It is worth
mentioning and spending money on educational areas and cost of living.
Technological factors:
In the world. The UK has the most advanced technological and financial institution. UK
retail industry has the most contribution from technological sectors. Many of the talents and
investments are coming to involve in such sectors. Now a days business are based on the
advanced technologies to serves best to their customers. It offers best opportunities to
entrepreneurs to do retailing business in the COVID-19 pandemic and the BEXIT situation. It is
very helpful in supply chain of management in retailing business, enhance sales and serve
customer with their best service even through digitally media.
Environmental factors:
Government has taken various measures to reduce wastage and create environmental
awareness to reduce the negative impact on the economic growth on the environment. It can be
also relatable with quality food and selection in pandemic situation. UK sometimes facing
weather related challenges as it plays an important role in retail and tourism sector also.
Legal factors:
There are various laws related to retail business and employment that impacts it. Labor
laws are relatively gives pain for the retail businessmen who have maintain the low prices to
remain in competition (Kitsios, F. and Et.al.). Legal factors sometimes get trickier the business
as it expands to the cross boundary and provide offers digitally.
Corporate and marketing objectives of the organization.
Corporate objectives are relatable to the business as a whole. It tends to concentrate on
the performance which are desirable and results to the business growth. It covers range of key
areas where John Lewis Organization want to achieve results rather than focus on single aim.
Corporate Objectives of the organization:
Getting and staying profitable: To make sure that revenue stays ahead of the costs on
which business is going to maintain profitability. It focus on to control cost in both production
and operations by maintaining the profit margin on sold products.
Provide best customer service: When service provide at its best; it helps to retain
customers and generate revenue continuously. For any corporate business, it is essential to keep
and maintain the happiness and satisfaction of the clients.

Mission-driven core values: The Company’s core value describes in the mission
statement. It can be understand as a belief that hold by the company in regard with interaction of
clients; employee’s satisfaction and the responsibility to the company. It helps to develop
positive corporate cultures.
Reaching the right customer: Marketing has more deep meaning than advertising and
getting customers into products or services. But it is understanding of consumer’s buying trend,
developing business partnership and being able to anticipate the distribution of product needs
that can help to business for improvisation.
Marketing objectives are refers as an actionable targets create to serve clear and specific
actions rather than a specific direction. These are actionable, measurable, relevant, attainable and
time based objectives (Mohammadian, H. D., 2017). These are the important part in the
marketing strategies but if these are not defined, John Lewis Organization will struggle to
achieve those objectives for the business.
Marketing Objectives of the Organization:
Growing digital presence: To create visibility in search engine rankings and social
media channels; the brand must have a large online footprint.
Lead generation: The Company want to focus on lead generation if their pipeline is not
full but want reach and target new customers or clients.
Brand awareness: When a company launches a new product or service; they are
interested in building the awareness of brand with an intention to increase the sales. The goal
must be clear so that there will be no difficulties arise to achieve them on specified time period.
Market Strategy Selection:
From a top-level, the objective of marketing strategy is to find target market and create a
marketing mix that help to attract potential customers. The aim is not just to come up with single
strategy but to emphasis offering valuable services to the key market segments. The process of
market selection should outcome in prioritize the market portfolio (Neidl, L., 2017). The markets
which are in the list of prioritize are worthy of investment and pursuit.
Selection of target market strategies:
Multi-segment marketing: These strategies of selection allows the companies to
respond the changes in demographics and other trends in the market. It also helps the John Lewis
Organization in their economic downturn situations discussed before such as BREXIT and
COVID-19; by allowing customers to trade up or down among products or brand. So that if
product or brand is disappearing, the company can have an option of switching or expanding
products or brand.
Targeting global markets: The Company can compete in the international market and
can use any kind of segment combination strategies or none at all. Most of the retailers are
increasingly targeting other countries consumer from China, Brazil, Russia and India.

SWOT analysis:
Strengths:
 The company believes in building strong relationship with their employees that
encourages good customer service and loyalty.
 It has an extensive range of top quality products in their stores across home, technology
or fashion. It has millions of products available at its online stores with built-in feedback
of the customer (Pozdnyakova, U. A. and Et.al., 2017).
 It has a strength of its marketing management team that is qualified highly who builds a
positive reputation and improved the performance of the respective organization.
Weaknesses:
 It has lack of experience in international markets.
 In Christmas 2010, the performance of the company has been fall down with many other
retailers but the performance of John Lewis Organization was much better.
Opportunities:
 The company can think to expand their line in fashion industry to attract their customers
even more.
 They can even choose to expand their retailing market in Asian countries where
developing middle class and rising living standards could provide a market which is
ready with their high class products and reputable brand.
Threats:
 The company is still facing issues with a risk of price advantage from new competitors.
 There will be a threat of return of cash flows if the country faces another challenging
situation.
7P’s of marketing in retail industry.
The 7 P’s of marketing include price, product, promotion, people, place, process, and
physical evidence comprises in Marketing Mix. In the retail business, the marketing mix can be
used and proven mutually beneficial for both the seller and consumer. It can ensure the target
customer satisfaction and the retailers can stand out from the competitors in the market proving a
beneficial run of the business (Simandan, D., 2019).
Product: The first P is the Product under the marketing Mix and this element focuses on
the product or services that the retailer offers to the customers. It must include all the information
that the customer should know. The packaging, price, guarantee and warranty of the product. The
information and quality which makes the product unique from its next best alternative.
Price: This element focuses on the price which the consumer will react to as per the
quality and the product represented to them (Vasylivna, D. N., 2017). The retailers are usually
not the price fixers of the product.

Promotion: In retail business, it is important to ensure the availability of business to
consumers. The availability of retail business should be known to the local consumers of the
locality as well as to it is important for a retailer in marketing their business.
Place: The business should run or should be available to the consumers at the right and
approachable place (Srinivasan, R. and Lohith, C. P., 2017). This element of the marketing mix
is much important for a retail business to run physically and as well as to their product through e-
commerce and through third-party.
People: This strategy includes all the people involved in the business comprising the
wholesaler, Consumer, retailer and the makers of the product. The strategy involves all the
people directly or indirectly included in the successful run of the business to its end consumer.
Physical Evidence: The element states that the end user or the people involved in the
business should receive something physical to validate the purchase and to validate the service
opted. The rights of the consumer exist here since they are totally entitled to know the entire
information of the product they are buying and from whom (Sulistiawan, A. and Sitokdana, M.
N. N.).
CONCLUSION
As per the above report, it has been summarized that strategic marketing planning is a
very useful activity in the organization to set the clear goals. It carries a sense of focus that
establishes directions to achieve the goals and help everyone in the organization for the efforts in
order meet them in different situations. Overall, it helps in discovering the areas that impacts the
growth and development of business.

REFERENCES
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