This report provides a comprehensive strategic marketing plan analysis focusing on Marks and Spencer, addressing the challenges and opportunities within the UK retail industry, particularly in the context of Brexit and the COVID-19 pandemic. The report begins with an introduction to marketing principles and the application of these principles to Marks and Spencer. It then delves into a detailed environmental analysis, including macro and microenvironmental factors, PESTLE analysis, and STP (Segmentation, Targeting, and Positioning) strategies for a new product. Corporate and marketing objectives are defined, along with an examination of the roles and responsibilities of the marketing function. The report explores marketing strategy selection, including inter-relationships between different departments. Market targeting, positioning, and the impact of globalization are discussed, followed by an assessment of the 7Ps of the marketing mix. Finally, the report covers implementation, control, and evaluation aspects of the marketing plan, culminating in a conclusion summarizing key findings and recommendations. References are also provided.
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