This report provides a strategic marketing plan for Asda, a major British supermarket chain. It begins with an introduction to strategic marketing planning, outlining its key components and phases. The main body of the report delves into a comprehensive analysis of the retail industry, considering the impacts of Brexit and COVID-19, both positive and negative, on Asda's operations. It then examines the company's organizational structure and resource requirements, followed by an environmental analysis to assess internal strengths and weaknesses and external opportunities and threats. A PESTLE analysis is conducted to evaluate political, economic, social, technological, legal, and environmental factors affecting Asda. The report outlines corporate and marketing objectives, marketing strategy selection, and the application of the segmentation, targeting, and positioning (STP) model. The 7Ps of the marketing mix are determined, followed by a discussion of implementation, control, and evaluation. The report concludes with a summary of findings and recommendations, supported by a list of references.
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