Marketing Plan

 Marketing Plan – Next 1
Marketing Plan
NEXT Plc
Marketing Plan – Next 2
Table of Contents
1.0 Introduction............................................................................................................................... 3
2.0 Situation Analysis..................................................................................................................... 3
2.1 PEST Analysis...................................................................................................................... 3
 Political factors............................................................................................................. 3
 Economic factors.......................................................................................................... 4
 Social factors ................................................................................................................ 4
 Technological factors ................................................................................................... 4
2.2 SWOT Analysis.................................................................................................................... 5
3.0 Marketing Objectives................................................................................................................ 6
4.0 Consumer and Markets............................................................................................................. 7
4.1 Segmentation and Targeting ................................................................................................. 7
4.2 Positioning ............................................................................................................................ 7
5.0 Marketing Strategies................................................................................................................. 9
6.0 Marketing mix......................................................................................................................... 11
6.1 Price .................................................................................................................................... 12
6.2 Place.................................................................................................................................... 12
6.3 Promotion............................................................................................................................ 12
7.0 Evaluation and Control ........................................................................................................... 12
8.0 Conclusion .............................................................................................................................. 13
References..................................................................................................................................... 14
Marketing Plan – Next 3
1.0 Introduction
In this marketing plan, the execution of marketing strategy of an existing organization that is
‘NEXT’ will be discussed. In this plan the marketing strategies implementation will be discussed
in detail. The marketing mix and the targeting, segmenting and positioning strategy of NEXT in
China will be elaborated. Through this marketing plan, the aim will be to identify the
implementation of marketing strategies through which the NEXT will aim to expand its market
share and consumer base. Also, the current situation of Chinese apparel industry and NEXT
current market situation in China will also be discussed in detail. The tactics and strategies that
the can employ to achieve the given objective will also be discussed.
2.0 Situation Analysis
NEXT plc is the UK based high street multi channel retailer which provides a wide range of
fashion commodities ranging from clothing to accessories and home products. The company’s
products are designed by styled in house team providing superior quality with a contemporary
fashion edge that gives value for money (NEXT plc, 2014a). The company headquarter is in
Enderby with around more than 540 retail stores in the UK. The company has a NEXT directory
which is a home shopping website and catalogues that has around 4 million active consumers
and has services in over more than 70 countries. By being on the web, the company has been
able to increase its share by more than 150 percent in last ten years. Also the company’s
catalogue provides around 1,400 pages of their collection as compared to 350 pages at the time it
was first launched (NEXT Plc, 2014b). To evaluate the external and internal environment of the
company presently in China, the pestle and SWOT analysis of the company is discussed as
below:
2.1 PEST Analysis
 Political factors
The governmental policies and regulation that impact an organization are the political factors. In
Chinese market the political factors included increase tax and regulation relating to transferring 
Marketing Plan – Next 4
business on other a