Strategic Marketing Planning

Strategic Marketing Planning

TABLE OF CONTENT
Introduction......................................................................................................................................3
1: Environmental analysis............................................................................................................3
2: Corporate and marketing objectives........................................................................................6
3: Marketing Strategy selection...................................................................................................6
4: Market targeting and positioning.............................................................................................7
5: Assessment of 7P’s of marketing mix.....................................................................................8
6: Implementation, control and evaluation................................................................................10
Conclusion.....................................................................................................................................11
REFERENCES..............................................................................................................................12

Introduction
The following report focuses on strategic marketing planning. Strategic marketing plan is the
continuous process in of developing and maintaining a suitable fit between the sources of the
organisation along with the market opportunities and goals and objectives of the organisation.
The main motive of strategic marketing plant is to provide a shape two companies go on and also
reshaped the profit and growth (Křupka and et.al 2018) . In this report company called Mark and
Spencer is being mentioned. Mark and Spencer is a British multinational retailer and it’s
headquarter is located in London. Mark and Spencer were being founded in 1884. At present this
company is operating most of the countries of the world and dealing in food and beverages.
Apart from this site offers online food delivery services to their customers. This report speaks
about the strategic marketing plan of Mark and Spencer.
1: Environmental analysis
Environmental analysis is being referred to a strategic tool and it is a continuous process through
which an organisation can recognise all the external and internal elements which can affect the
profitability and performance of Mark and Spencer. This analysis shows the opportunity threat
weakness to the company apart from this all the factors which affect the organisation is also
being mentioned in this report.
SWOT analysis of Mark and Spencer
Iconic and experienced
Mark and Spencer is one of the oldest brands which are dealing in the market for so long. Apart
from this it is a leading retailer in UK (Benzaghta and et.al 2021). The product which is being
sold by Mark and Spencer is also highly qualified that for customer has trust on this brand.
Wide range of products
Mark and Spencer operate its online store but from this it has many offline physical stores in
different countries such as Europe Asia etc. But the major physical stores are in UK.
Weakness
Reduction in sales
It has been seen that the sales of Mark and Spencer is continuously declining because of the poor
supply chain system and Mark and Spencer is not providing products to the customers on time.
Apart from this Mark and Spencer is not able to meet the demand of customers which is related
to food and clothing items. This weakness has damaged the image of the company.

Wrong perception among public
There is a myth in public that Mark and Spencer do not offer clothes and other products to the
younger and teenagers. So the company need to work hard on this weakness and try to overcome
such weakness because it is damaging the brand name of this company.
Opportunities
Global market
As Mark and Spencer is dealing in many companies and it has become a multinational brand.
Company has many stores in India price in Indonesia and Poland (Klok and et.al2019). But Mark
and Spencer need to expand more in these countries. Show the company has to work on its
promotion and marketing so that it can increase the branches in such countries and expand the
profitability and sales.
Market segmentation
Market segmentation defines to the procedure of dividing the target customers and Markets and
different groups. This is the strategy of Mark and Spencer open Mega stores in all the countries.
Threat
Competition
Mark and Spencer is living in retail sector and the sector has high competition across the world
so the company is facing competition from different companies who are selling similar products
of Mark and Spencer. The major competitor of Mark and Spencer are Amazon Tesco and
Sainsbury.
Pestle analysis
Pestle analysis shows the external factors which impact the profitability of Mike and Spencer.
Political factor
As Mark and Spencer operate in many countries show the political factor plays a vital role in the
profitability of Mark and Spencer. In this hiking era Mark and Spencer is dealing in UK the most
but in other countries it has their physical stores. Most of the Government of different countries
has a started frittered which helps Mark and Spencer a lot now this company can sale quality
products at affordable prices and earning good profit margin in different countries. But due to
covid all the government of different countries announces lock down so Mark and Spencer also
have to shut their physical stores.
Economic