Strategic Marketing Planning Report: Holland & Barrett Case Study

This report provides a detailed strategic marketing analysis of Holland & Barrett, a prominent health food retailer in the UK. It begins with an introduction outlining the scope and context of the study, followed by an environmental analysis using PESTLE, assessing political, economic, social, technological, legal, and environmental factors influencing the company. Internal capabilities are evaluated through a SWOT analysis, highlighting strengths, weaknesses, opportunities, and threats. The report then examines corporate and marketing objectives, marketing strategy selection, and the marketing mix, including the 7Ps. The analysis extends to targeting and positioning, competitive forces using Porter's Five Forces model, and concludes with an overview of implementation, control, and evaluation processes. The report emphasizes the impact of Brexit, COVID-19, changing consumer behaviors, and technological advancements on Holland & Barrett's marketing strategies, offering insights into their approach to maintaining and expanding their market presence.

STRATEGIC MARKETING
PLANNING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Environmental analysis................................................................................................................3
Corporate and marketing objectives............................................................................................6
Marketing strategy selection........................................................................................................6
Targeting and positioning along with globalization....................................................................8
Assessment of the 7P’s................................................................................................................9
Implementation, control and evaluation....................................................................................10
CONCLUSION..............................................................................................................................11
REEFERENCES............................................................................................................................12

INTRODUCTION
Strategic marketing planning refers to the process where company is able to meet the
defined aim and objectives of the company in an effective manner. With this, business entities
are able to take a planned approach for the chosen actions which need to be completed in order to
accomplish the defined goals. The study is based upon Holland and Barrett, one of the most
reputed chain of health food shops within UK. In the current time, there are many concerns for
the retail industry and that is why, the report will evaluate the key resource as well as capabilities
by using models and theories. Also, study will describe the corporate and marketing objectives,
then define the market strategy selection of the business. Further, report will define the
marketing mix by using 7 P’s of marketing mix, along with this, it also define the
implementation, controlling and evaluation process as well.
MAIN BODY
Environmental analysis
It is the process which is used to determine the external and internal elements that affect
the organization’s performance. The analysis also entails assessing the level of threat or
opportunity from company. In order to determine the macro environmental factor, Pestle analysis
has been used for Holland and Barrett which is as mentioned below:
Political factor: The factor deal with the political stability of the country. Due to Brexit,
the performance of the companies are highly affected. In the context of Holland and Barrett, it
also affected the business such that increases the price of products which decrease the profit. On
the other side, Covid-19 also leads to lock down the entire country up to June 2021. This also
causes adverse impact upon the day to day activities of quoted business. In order to overcome
from such issues, company must develop an online presence in the market that helps to meet the
demand of customers during pandemic. Moreover, changes in the tax rate also affected the
business performance in adverse manner. Such that VAT decreases and recent Mayorall election
with promise the change in local rules also creates positive impact upon firm like Holland and
Barrett

Economic factor: It is relied upon the economic performance of the country and in
current time, economic condition of UK is poor due to lockdown. Thus, Covid-19 has create a
negative impact upon the business financial performance such that it forces supermarkets to
close their business (Mircheva, 2020). Due to inflation rate, business decreases their price per
product and this in turn maximize the spending of customers. Therefore to overcome such
situation, Holland and Barrett start offering produce at low and discounted cost to gain the
attention of customers towards it. Also, unemployment rate of the country is also increases and
to minimize the same, it is suggested to Holland and Barrett hire range of employees.
Social factor: The perception of the customer keep changes and it is essential for the
company to meet the same in order to generate the high income. Recently, as per the
demographic information, aged people become more health conscious and that is why, they
prefer to consume healthy products. In the same way, Holland and Barrett also tries to meet the
changing demand or behaviour of customers and start offering natural beauty care products in
order to enhance the brand image of a company (Nayak and Kayarkatte, 2020). Also, the obesity
rate among young people is increases year by year and to meet the same, it start provide sport
nutrition and vegan food products to raise the customer demand.
Technological factor: As per the current era, digitalization plays an important role in the
overall performance of the company. Holland and Barrett also use new technology as it tailor
product content to make it relevant to its individual stores. Also, currently company is testing
Mercaux technology in order to support the store colleagues delivering a specialist health and
well-being services to their customers. Thus, it reflected that company is keep focusing upon
new technologies in order to meet the defined aim of a company.
Legal Factor: There are many factors linked with the legal factor which includes
employment law, discrimination law, equality act etc. Similarly, Holland and Barrett also adhere
with the employment law in which company pay minimum to their employees. Along with this,
it does not discriminate the people on the basis of their age, gender etc (Nanda, Xu and Zhang,
2021). Thus, it is realized that due to having a brand image at global level, it do comply with the
act and laws. Further, in accordance with employment law, company provide minimum wages
and did not discriminate on any basis. Further, as per the GDPR, company does not share the
private information to their customers and this causes positive impact upon business.

Environment factor: The factor deal with the protection of environment and for that
same, it complied with sustainability act. Also, the company focused upon using recyclable
products that assist to minimize the negative impact upon the environment. Further, it can be
stated that with the help of sustainability act, company focused upon their activities that helps to
minimize the negative impact upon environment.
For assessing the internal capabilities and key strength, it is suggested to use SWOT
analysis which is a strategic framework. Through this, company is able to examine strength,
weaknesses, opportunities and threats which are as mentioned below:
 Strength: The company have strong customer retention strategy which includes
membership card, multipurpose serving cards that allow them to avoid the inconvenience
in having to carry several items. It also have a strong product branding because it offer
the healthy products to their customers without compromising its quality. It also make
sure that the products of Holland and Barrett come in recycled plastic bottles which are
bio-degradable, which further assist customers to make a steps towards save environment
and earth (Gürel and Tat, 2017).
 Weakness: The biggest weakness identified within Holland and Barrett is weak internet
presence. The company do not invest high amount in advertisement and that is why,
customers are not familiar with the company. Though company have its own website, but
they did not know how to operate the same. That is why, most of the customers did not
buy the product from the brand. On the other side, the economic changes also affect the
business performance and due to not having experts who make immediate decision, the
brand image of the company is affected.
 Opportunities: Holland and Barrett have a high quality of natural beauty products and
that is why, it must promote their health supplements, for that they may use influencers as
a marketing strategy. This is turn consider an opportunity for the company to invest so
that effective results may gain. The company also have the opportunity to secure their
retail is space that is in the upcoming hospital. Along with this they are also taking part in
building that is related to retail space.
 Threats: The biggest threat of the company is that they allow company to prepare
commercial property prices that are related to that their stores are located only in malls

and shopping centers. the company also have to pay high amount for the retail price off
the shop on the other end they are also facing higher labor cost in Singapore as the
employer have to employ more because of there is tighter restriction related to labor loss.
Porter five force model (for competitive and market industry)
Key element Description
Threat of new entrant
(low)
 Require high investment
 Takes time to engage customers
 Does not surety about profitability
Threat of substitute
(high)
 Changing perception of customers
 Low price product attract customers
Bargaining power of
buyers (high)
 Buyer consider high quality products
 Weak pressure that buyer can imposed
Bargaining power of
suppliers (moderate)
 Exploit relationship may lead to shift the retailers
 Tough competition in market makes the supplier to sift another
Rivalry (high)  Cut throat competition
 Reduce the loyalty cards
Corporate and marketing objectives
Holland and Barrett is known as the companies that is being managed by their own
Department in the UK that has doing it all activities in systematic an appropriate manner. the
company sells variety of goods and services to their customers as it is the change of healthy
food shops that are having 1300 stores in 16 countries. The corporate and marketing
objectives of the company given below
Corporate objectives
• The objective of the company is to build sustainable enter which will result in consistent
progress and profitable
• Along with this the companies also want to achieve the objective that translated to offering
their customer healthy food (Morimoto and Guillaume, 2018)

• On the other hand the company also wants to increase their customer base by 30% in six
months
• Holland and Barrett also want to meet the responsibility that is as per the needs of
stakeholders and shareholders.
Marketing objectives
• Company has to increase their web traffic by 15% in four months.
• They also want to increase their attraction of customer by giving different types of offers
and discounts.
• The company will also want to attract large number of customers by advertising its quality
an fresh product that are served by the company along with this it will also inspire its
customers.
However both objects are made by the company that is to achieve then by considering many
ways as they plan is strategy in marketing so that this are achieved on the faster basis along with
this it also gives benefits to the company and in terms of sustainability at the time of running the
venture after the lockdown. As in the lowdown the company had to face so many problems you
caused employees were not able to come to company at the time this objectives and strategic
planning was the main role that helped the company to do all the work in productive manner.
Marketing strategy selection
Marketing strategy is termed as a process of defining the set of activity, plan and practice
better performed by the marketing Department of the company which will result in reaching
its potential buyers along with it will also give the benefit to the organization by attracting
new customers into their loyal shoppers which in result is quite beneficial for firm life
Holland and Barrett. The marketing Department of the company make different types of
strategic planning by introducing new and innovative ideas which will result in attractive
large number of customers on the other hand they also take different types of initiative which
result in developing the best marketing strategy that can be also used by the company after
the lockdown which will result in supporting attention of their buyer towards the product that
are sold by the company from there different departments in the world.
In addition to this all this marketing strategy selection that is made by the company also result in
seeking their existing customer to purchase item form the company as they provide healthy food
which is the essential need of the people nowadays (Andersson and Rosenqvist,

C.H.R.I.S.T.O.P.H.E.R., 2018). Holland and Barrett have made different types of strategy but
also them to save their time and money and that first letter made by the marketing team to make
the strategic plan also result in providing desirable outcomes later on which is related to the term
of achieving aim and objective that are set by the company. the different types of marketing
strategy that are made by the company are
• Internet marking
Nowadays there are many types of individual or the group of people who take the Internet for
knowing which company is best for the product that are want by them. It has been identified
that the marketing strategy of Holland and Barrett are also considered towards the tactic as
by using this marketing strategy they can able to promote their products not in their country
but across the world which will also result in influencing the manner as fast as possible.
According to the company it also helps them two drive E Commerce sales of the venture
instead of the rivals that they are facing at the time of operating in this field as they have to
face so many difficulties due to pandemic. There are So many companies in the world who
used this strategy that is to increase their sales and profit margins.
• Social media marketing
In this fast growing era this is the most important marketing strategy that is made by the
company across the world as it includes different types of tools, channels and sources that are
available for Holland and Barrett which also result in helping them to create the best
marketing tactics. Such instance social media strategy is known as the one of the best method
for advertising, promoting, influencing the people to come and buy the products of the
company. In the lock down their social media has helped the company so much but even in
the lockdown they do not have to face any conscious or loss because their product we’re
delivering through the Internet source. Along with this it is also used by the company to grab
or attract large number of customers that was never faced by the company in their previous
year (Mifleh Salem Al-Kasasbeh, 2019).
Therefore it has been identified that the company has made this strategy that is to
concentrate on providing there targeted an existing customer that is with the content this they
will find valuable and seek to share across their social media accounts which will result in
maximizing visibility and traffic of the organization. In the lock down after the log now
social media strategy will help them to not only promote their company but also their

workers that they provide hygienic environment within their Department store. in addition to
this they can also make the video an image is data promoting the initiative an object if better
related to covid. For example the company can make the video that is related to putting
sanitizers and mask by their employers who are handling their stores across the world.
Targeting and positioning along with globalization
Segmentation
The segmentation of Holland and Barrett is that they want to huge customer base of the
women that is over 45. The company says that they do not segment the customers on the
basis of their age but they segment on the basis of attitudes and the behaviors of the different
people from the world. They are also segmented on the different key areas that are sports
nutrition’s, natural beauty and vitamins and supplements.
Targeting
The target market of Holland and Barrett is not only the lay audience but also they want to
target the fans data staying home by giving them healthy food. the company not only target
The set age but they target all the individual whether it is man or woman that are of all the
age group. Along with this they also target the individual by making their stores more
innovative and giving them expert approach that is related to advertising shoppers in store
along with this they also post video and images in their social media which help them to
attract large number of customers and also to target the potential people. Along with this they
also offer different types of discounts in their website which also result in encouraging
shoppers to get touch put the company related to the product data sold by them along with
this they can also give the freedom Bell in their website in the form of email and different
types of channels that are Facebook and Twitter (O'Dwyer and Gilmore, 2018).
Positioning
The company has good positioning in the world as they are known as the one of the health
and Wellness retailer that have also launched the campaign that is VCCP that is to know the
individual about the aim and motive of healthy food. The positioning of the company is very
high in the world as they are continuously improving their Wellness that is to come back on
the track along with this they are also providing vitamin C that will result in extra immunity
support to their people. Along with this it also here good positioning in the UK as it is known
as the one of the healthy food supply chain.

In terms of the globalization Holland and Barrett is known as the one of the Europe largest health
and Wellness retailers along with this they are also leading in market as they have different types
of broad range of vitamins, supplements, ethical beauty brands and sports nutrition. The
company has across 1300 stores across the world and serves in around 16 countries. After the
lockdown the companies have made their stores are so innovative which have resulted in
attractive large number of customers in addition to this they are also rapidly in expanding their
ecommerce business.
Assessment of the 7P’s
 PRICE: the company is following the pricing strategy that is competitive pricing strategy.
This is made by the company to beat and do competition with their competitors along
with this it will also result in attracting large number of the customers. It is main point of
the marketing mix that the company have to follow as nowadays the people want to buy
the products at low price but on the other hand they want high quality (Vila Adrover and
Stalder, 2019). The company can use the price which is fit for every person whether they
belong to the lower, medium or high class people.
 PROMOTION: Holland and Barrett make their promotion strategy that is to be one step
ahead from their competitors. The promotion of the products that are served by the
company are done on the basis of advertisements, internet and social media by this they
promote my making the photos and videos. Along with this they also do their promotion
by coming in contract with the celebrities (Jose, 2018). For this the company can also
make different types of the promotion by using the social media which will help them to
attract large number of the customers.
 PLACE: the company is situated in the world as it has around 1300 stores across the
world and in 13 countries. Along with this they also have good and attractive stores
which results in attracting large number of the customers. The place is choosing by the
organisation that is the attraction point which will result in attracting large number of
customers (Morimoto and Guillaume, 2018). The company can also launch their new
sotres in countries in which they do not have any stores which will also result in knowing
the people what are the products that are sold by the Holland and Barrett.
 PRODUCTS: The products of the company are either unfishable decent or impalpable
which are made with the desire of meeting the need of its customers and clients as per

their request. Mainly the products of the company are regarding the serving of healthy
food. The advantage of the products that are offered by Holland and Barrett. Thus, the
company can also come up with the new and innovative products which will result in
attracting large number of the customers.
 PEOPLE: it is the most important for the company as they appoint the individual who
have all the knowledge about the products along with this they also know how to handle
their customers which will also result in attracting large number of the customers. In
addition to this they also train their employees they should have different types of skills
in which main skill is regarding the communication that is how they connect with their
individuals (Minculete and Olar, 2018). For this the company can hire the candidate who
is best at everything and also have different types of the skills which will result in
fulfilling all the desires of the company along with customers.
 PROCESS: the process of the company is related to the strategy that is made by them that
is regarding achieving goals and objectives. The processes of the company are done by
following strategy and the plans that are made by the management and other members of
the company (Sumner and Datta, 2020). The company can make different types of the
strategies and the plans which will result in faster achievements of the goals and
objectives.
 PHYSICAL EVIDENCE: It deals with the evidence that reflect about company. For that,
company’s own building, logo, brochure are considered as a physical evidence. Along
with this, it can be also stated that employees, company’s customers, its online presence
in market are considered another physical evidence that shows the company have a brand
image and that is why, it has a strong marketing presence at global level ((Juwita, Arifin
and Dewi 2018)). Thus the company can also plan to build up their physical evidence
which will result in increasing the reputation of the company and it is known by the every
individual in world.
Implementation, control and evaluation
Implementation control and evolution plays an important role in the organization that is to
provide additional source of feed forward information. It is related to controlling and
designing to assist whether the strategy data made by the company should be changed which

will also result in incremental steps and actions that will result in implementing the overall
strategy. In addition to this it does not result in replacing operational control but it resident
giving the basic direction to the strategy. Along with this in this the company has also chosen
their target market and the market strategy that will result in exiting of value proposal,
positioning of goods and services and targeting along with this it also includes segmenting.
according to the implementation, controlling and evaluation it also include different types of
stay that are related to controlling marketing mix that is related to the central of products and
services that are served by the organization. The implementation control is of
• Monitoring strategic
It is related to in engine implementation control that focus on monitoring strategies in which
there are two types of approaches included one is related to ways in which early planning
process thrust plays an important role in focusing the success of strategy on the other hand
the second approach is used by the company that is a link to a series of meaningful thresholds
data related to research, time and development etc that are associated with particular thrusts.
• Milestone reviews
This point is related to development of the programs better related to large commitment of
the resources that must be made by the company. It also helps the organization to focus on
involvement of full scale reassessment of this strategy along with this it also include
refocusing the direction of the company. Mainly this is used by the organization to control
the current strategy that is to be provided in the strategic plans.
However it is also known as the strategies that are also the last step of the marketing that is in
the process of implementation and controlling. Along with this it also includes camp growth,
product group, pricing decisions.
Holland and Barrett can evaluate the plan by using different types the strategy that is marketing
and social media strategy for their sales, audit, and traffics on website, customer’s feedback. As
by using this strategies the company will come to know what are the feedbacks about their
products and by that they will make the plan and then they will evaluate to improve it so that the
other person do not have to face the same problem. On the other the company can also make
their website innovative which will result in attracting large traffic of the customers to purchase
the products. For audit and the sales the company can hire the best candidate who has all the
knowledge about it so that they will not face any problems in the future related to these aspects.