This report presents a strategic digital marketing plan for Halfords, a UK-based retail company, addressing the impacts of Brexit and COVID-19 on the retail sector. It includes an overview of the company, organizational structure, and resource requirements. The report conducts an environmental analysis, including a PESTLE analysis to assess political, economic, social, technological, legal, and environmental factors affecting the business. It outlines corporate and marketing objectives, marketing strategy selection, and an STP (Segmentation, Targeting, Positioning) analysis, considering global expansion. The report also assesses the 7Ps of marketing and discusses implementation, control, and evaluation strategies. The analysis aims to provide a comprehensive marketing plan to help Halfords navigate current challenges and achieve future growth, with detailed references supporting the analysis.