StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...

Next Plc's Marketing Strategy - Case Study Example

Cite this document
Summary
The paper "Next Plc's Marketing Strategy" recommends the company ensure the market share is maintained and work towards enhancing it can be achieved through appropriate pricing and promotion, to watch out for emerging markets in the vicinity, and to consolidate position in those markets…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER97.8% of users find it useful
Next Plcs Marketing Strategy
Read Text Preview

Extract of sample "Next Plc's Marketing Strategy"

Download file to see previous pages

The Next plc major competitors in the field are well-known brand names such as Mark & Spencer and the Arcadia group. The company does business in the following major domains listed below:• Retail stores that sell a variety of products, but the major one among them being clothes.• Catalog sales • Customer support services through ‘Ventura’.The company designs, manufactures, and sells clothes under the brand name ‘Next’ and targets people between the age group of 20 to 40.

Since its expansion drive in 1999, the company had to close down the international outlets that were managed by it directly and has since then concentrated on franchising options for the overseas markets. It operates in well over 20 different countries. Since 1999, the company’s primary activities have been progressing along two major sections namely retail clothing and catalog sales. The retail section of the company contributes to around two-thirds of the company’s income. It was around £821 million in 1999.

Moreover, the company has also adopted the policy of closing down smaller stores and has been in favor of opening superstores. Under its ‘Next catalog’ banner, the company offers the service of enabling customers to order products using a catalog, after which the purchased products are delivered to the customer’s home. In fact, this method of shopping (under the next brand) has become ingrained in the minds of the common Briton.One of the primary differences between other companies and next happens to be the fact that the latter focuses on middle-class customers.

It designs and markets affordable clothes that are contemporary unlike other retail houses such as Mark & Spencer that produces fashionable garments under various brand names. Likewise, the company has also adopted the policy of designing its clothes under its watchful eye, but in an attempt to cut down costs, it has been getting the goods produced in countries such as China, where the cost of production is comparatively much cheaper. The production operations are handled by the company’s house in Hong Kong.

The company has also started offering financial services under the next brand credit financing. In spite of these branches, retail and catalog sales continue to be the two main contributors to the company’s revenues.The current trend and pattern of expansion of the company suggest a pattern similar to the one that Marks & Spencer had been following a little while earlier (except the approach of in-country production followed by M&S, which proved costly). Many industry experts predict that the company today stands at a crossroad, where speculating where the company would be faced in the near future would be extremely hard to figure out.

The company now holds just a little over half of the stores it used to own way back during the 80s and most have been closed down as a result of next finding itself unable to manage such a large chain. Moreover, during that period of the 80s and the 90s, the company was not able to register any significant rise in sales as a result of these expansions. The stagnant UK market since the last decade has forced the company to turn towards overseas markets, which is regarded by many as a moderate policy.

...Download file to see next pages Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Next Marketing Strategy Case Study Example | Topics and Well Written Essays - 5000 words”, n.d.)
Next Marketing Strategy Case Study Example | Topics and Well Written Essays - 5000 words. Retrieved from https://studentshare.org/business/1531598-next-marketing-strategy
(Next Marketing Strategy Case Study Example | Topics and Well Written Essays - 5000 Words)
Next Marketing Strategy Case Study Example | Topics and Well Written Essays - 5000 Words. https://studentshare.org/business/1531598-next-marketing-strategy.
“Next Marketing Strategy Case Study Example | Topics and Well Written Essays - 5000 Words”, n.d. https://studentshare.org/business/1531598-next-marketing-strategy.
  • Cited: 0 times

CHECK THESE SAMPLES OF Next Plc's Marketing Strategy

Recommendations on Competitive Advantage of Next Plc

However, with the recovering economy, next plc's financial statements are recovering with an increase in sales comparing to the previous financial year.... The paper "next Plc" tells us about recommendations to next Plc to develop a competitive advantage in the global market.... India is an emerging retail market and hence, next Plc must cater to this opportunity by repositioning itself.... However, next Plc is a better performer in introducing the latest and trendy products in the market....
8 Pages (2000 words) Essay

Business Strategy of Earth Public Limited Company

The objective of this paper "Business strategy of Earth Public Limited Company" is to conduct an extensive analysis of the factors that influence the direction of the Earth Plc.... Earth plc , a large multinational company involved in mining and the extraction of minerals throughout the world is on the verge of implementing the company's change strategy the centers on supplying the diverse clients' needs, wants, and caprices.... Earth Plc needs to focus more on the expectations of its most prominent stakeholders and to the processes in which its culture influences the type of strategy it adopts (Abele, 2008)....
8 Pages (2000 words) Term Paper

Analytic Report of Hunting PLC

Based on its history, Hunting Plc established its own unique growth strategy by acquiring other related companies.... Another growth strategy is to set up a branch in strategic locations around the world.... Hunting Plc Strategic management includes all facets of the marketing process.... In terms of Hunting plc's 2009 size, the company is significantly BIG.... The company's acquisition ensures Hunting plc's entry into the profitable environment electronics technology to the worldwide energy environment....
4 Pages (1000 words) Essay

The Marketing Planning Process for Dixons Retail Plc

[FUNDAMENTAL OF MARKETING] (Name) (Instructor/Tutor) (Course/Subject) (Institution/ University) (City, State) (Date) How Dixons has applied a Formal Marketing Planning Process in devising its marketing strategy Dixons Retail Plc is an international retail and service operation with more than one hundred million customers, both online and in its stores (Jobber & Ellis-Chadwick, 2012, p, 66).... Given the marketing environment, Dixons Retail Plc had to devise a marketing strategy to maintain its market share, and even perform better in the market....
12 Pages (3000 words) Case Study

Strategic Plan for Bellway Plc

Therefore, in keeping with the promotional strategy that Bellway Plc itself must have its own outlets, where most of them should be factory outlets near vineyards and high-end hotels, there is a strong focus on the exclusivity approach in the price.... A major part of Bellway Plc's plan of action must include following a strategy based on gaining competitive advantage as well as achieving sustainable entrepreneurial growth.... This may further be used during the creation of a strategy, plans, or even where making investment decisions about a business or organization is concerned....
16 Pages (4000 words) Assignment

Tesco-com - Taking Advantage of Technological Advancement

his marketing strategy has proved to be very efficient and profitable for the retailing giant.... The global retail industry has been largely driven by the speed of technological advancement.... Following the commercialization of the internet technology is the creation of a new business model and the subsequent proliferation of dotcoms....
12 Pages (3000 words) Case Study

Marketing Strategy - Orange

his marketing strategy has proved to be very efficient and profitable for the retailing giant.... Following the commercialization of the internet technology is the creation of a new business model and the subsequent proliferation of dotcoms.... Business organizations in the retail....
12 Pages (3000 words) Essay

The Finance Director in Tesco Public Limited Company

Correspondingly, the finance director must analyse the financial data as a tool for recommending future finance-related management and marketing strategies.... During 2005, Tesco plc's Finance Director was Andrew Higginson (Cullen, 2009).... The finance director must contribute to the attainment The finance director, especially Tesco plc's finance director, has other functions (Brealey, 2011).... here are other functions of the finance director, including Tesco plc's finance director (Melicher, 2008)....
6 Pages (1500 words) Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us