This report provides a comprehensive strategic marketing analysis of Waitrose, a British supermarket chain. It begins with an introduction to strategic marketing planning, emphasizing goal setting and environmental analysis. The main body delves into the positive and negative impacts of Brexit and COVID-19 on the retail industry, particularly for Waitrose. It then explores the organizational structure and required resources, followed by a definition of environmental analysis and its importance. A detailed PESTLE analysis examines the political, economic, social, technological, legal, and environmental factors affecting Waitrose, including the influence of Brexit and COVID-19. The report also covers corporate and marketing objectives, marketing strategy selection, STP (segmentation, targeting, positioning) analysis, and an assessment of the 7Ps of the marketing mix. The report concludes with a summary of key findings and recommendations.