Strategic Marketing Planning for Waitrose and Partners

Strategic Marketing
Planning

Table of Contents
Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Investigation of present retail industry with impact of Brexit as well as Covid-19............1
Discussion on organisational structure as well as resources.................................................2
Environmental analysis............................................................................................................3
PESTLE analysis.......................................................................................................................4
Corporate as well as marketing objectives.............................................................................5
Marketing strategy selection....................................................................................................6
STP model..................................................................................................................................7
Assessment of 7Ps......................................................................................................................7
Implementation, control as well as evaluation.......................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Strategic marketing planning consist of setting aims and objectives, evaluating internal or
external business aspects, implementation, product planning as well as tracking companies
progress. It is referred as an ongoing method by that company creates marketing strategies as
well as plans along with its implementation in their target corporate market. Process of strategic
marketing planning takes into account of present position of companies along with helping them
in determining promotional opportunities as well as evaluating them (Paul, 2018). Strategic
marketing plan is generally divided into three steps that consist of segmentation of market as
well as customers, profiling of market sections along with development of actual marketing
strategy. As strategic marketing planning could be applicable to different marketing goals status
increasing market share, market research as well as new product launch and so on. This report is
based on strategic marketing planning of Waitrose and partners which is a British supermarket
company that deals in selling groceries in different brands. This report includes investigation of
current retail industry true impact of brexit and covid-19, organisation structure along with
resources required, environmental analysis, PESTLE analysis, cooperative marketing objectives,
marketing strategy selection, STP model, analysis of 7 Ps, implementation control or evaluation
along with it conclusion.
MAIN BODY
Investigation of present retail industry with impact of Brexit as well as Covid-19
As Brexit as well as covid-19 has created a huge impact on retail sector industries. With
carrying of directed as well as covid-19 it leads to create positive as well as negative impacts on
retail sectors. As retail industry has faced different changes during analysis period through
changing economic situations across global world. The global economy, that slowdown in 2019,
has crashed in 2020 because of COVID-19 outbreak resulting in a challenging forecast time for
retail sector. Moreover, rising strength of online shopping has been a major aspect (especially,
during the Covid crisis). Along with this, the growing smartphone penetration along countries is
carrying e-commerce channel. Also, Augmented Reality, as well as other disruptive technologies
are reshaping the retail sector. Asia has some of largest retail markets in global world in China,
Japan, as well as India. E-Commerce sales in Q2 2020 accounted for 16.1% of total sales in UK
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markets. In terms of Waitrose positive and negative impact of Brexit as well as Covid are as
follows:
Positive impact of Brexit:
 There various macroeconomic fluctuation that affect retail sector markets in various
Brexit scenarios for having better developing their business to cope with pressures and
challenges in coming years.
 A detailed analysis is carried so that company in retail market could auto sales mixes to
reduce expected negative impact (Ashi, 2018).
 There is an opportunity of searching global information for performing business practices
markets for reaching more customers along with extending inflation.
Negative impact of Brexit:
 There is a challenge of considering as well as maintaining existing financial position
along with having investment funding to maintain their liquidity position in finance
market.
 There if the issue of determining contracts at risk which are being cancelled because of
material adverbs clause in retail markets (Shuajibi and Rahmani, 2018).
 There is a scarcity of lacking effective strategy in retail sector after Brexit.
Positive impact of covid-19:
 There is an opportunity of retail market for shifting to online as well as digital purchasing
of product and services (Paul, 2019).
 There is a focus of having healthy, local as well as safe lifestyle in retail sector for
protecting customers as well as employees of company in terms of their health.
 There is an opportunity of shifting of value in terms of money. As consumers are
demanding value for money across retail sectors.
Negative impact of covid-19:
 It affects groceries rate which are termed to be high after covid-19 that can lead to reduce
number of customers purchasing (Toles Jr, 2020).
 there is a requirement of more departmental retailers for providing essential natural
products in retailing that leads to decrease in sales of other products.
 There are high tax returns that are provided from retail sector.
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