Strategic Marketing Plan for John Lewis Organization

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: