" Marketing Plan – Next 13assessment of sales increase through online and in store medium is also an indicator of effectiveimplementation of the proposed marketing strategies. From the proposed marketing strategies itshows that these strategies are to enhance brand visibility for the consumer and will assist thecompany in driving towards innovative technologies and being consumer driven. Also, theproposed marketing strategies will enhance the brand affiliation and brand awareness 8.0 ConclusionWith the understanding of NEXT current situation by evaluating the company’s strength andweakness with the threats and opportunities and the assessment of company’s externalenvironment, the above marketing plan is developed. The marketing objective of this marketingplan is to increase the market share and sales through the use of innovative marketing strategies.The marketing strategies in order to achieve those objective are the development of virtual fittingroom to increase customer experience and satisfaction and to expand the retail channels of thecompany so that is easy accessible to consumers through all mediums. In the end of themarketing plan, the evaluation and control of the proposed marketing strategies are alsodiscussed.Marketing Plan – Next 14ReferencesBoone, L. and Kurtz, D. (2013). Contemporary marketing. Cengage Learning.Coen, D. (2014). How Burberry and Topshop use technology to put money in the till. RetailWeek. [Online]. Available at <http://www.retail-week.com/analysis/opinion/comment- how-burberry-and-topshop-use-technology-to-put-money-in-the-till/5064384.article>.[Accessed on 18-Dec-2015].Davey, J. (2014). Update 2-NEXT raises profit forecast and shows up M&S. | Reuters .[ONLINE] Available at: http://www.reuters.com/article/2014/07/29/NEXT-uk-sales- idUSL6N0Q41FN 20140729?type=companyNews. [Accessed on 01 December 2014].Fogel, G.K., (2010). Business environment in China: Economic, political, and culturalfactors. Lawrence Technological University.Hassan, S.S. and Craft, S., (2012). Examining world market segmentation and brand positioningstrategies. Journal of Consumer marketing, Vol. 29, No. 5, pp.344-356.Hood, N., Clarke, G. and Clarke, M., (2015). Segmenting the growing UK convenience storemarket for retail location planning. The International Review of Retail, Distribution andConsumer Research, pp.1-24.Iskandar, R. (n.d.). Strategic Fashion Marketing Plan. University of Southampton. KPMG (2014). China’s Connected Consumers. [Online]. Available at<https://www.kpmg.com/CN/en/IssuesAndInsights/ArticlesPublications/Documents/Chin a-Connected-Consumers-201402-v2.pdf>. [Accessed on 18-Dec-15].Lee, A.J., Yang, F.C., Chen, C.H., Wang, C.S. and Sun, C.Y., (2015). Mining perceptual mapsfrom consumer reviews. Decision Support Systems.Li, G., Li, G. and Kambele, Z., (2012). Luxury fashion brand consumers in China: Perceivedvalue, fashion lifestyle, and willingness to pay. Journal of Business Research, Vol. 65,No. 10, pp.1516-1522.Lu, S. (2015). China to Become the World’s Largest Apparel Market in 2019. [Online].Available at https://shenglufashion.wordpress.com/2015/08/28/china-to-become-the- worlds-largest-apparel-market-in-2019/> [Accessed on 18-Dec-2015].Marketing Plan – Next 15NEXT PLC (2014a) Annual Report 2014. [Online] Available at:<http://www.NEXTplc.co.uk/~/media/Files/N/NEXT-PLC/pdfs/reports-and-results/2014/NEXT%20AR2014%20web.pdf>. [Accessed on 18-Dec-15].NEXT PLC (2014b). Our customers and products - NEXT Plc. [Online] Available at:<http://www.NEXTplc.co.uk/~/media/Files/N/NEXT-PLC/pdfs/reports-and- results/2014/NEXT%20Annual%20Report%202015%20FINAL%20Web.pdf>.[Accessed on 18-Dec-2015].Postiglione, G.A. (2015). Education and social change in China: Inequality in a marketeconomy. Routledge.PwC (2015). Fashion and Apparel. [Online]. Available at<http://www.pwccn.com/webmedia/doc/635593365811666634_rc_outlook_201516_re_f ashion.pdf>. [Accessed on 18-Dec-2015].Rumsey, A. and Saunter, L. (2014) UK Retail technology Priorities. Wgsn. [Online] Availableat: <http://www.wgsn.com/content/board_viewer/#/54422/page/1>. [Accessed on 18- Dec-15].Shannon, S. (2012) NEXT Sees Tough Year Ahead After Holiday Sales Disappoint. BusinessBloomberg [Online]. Available At <http://www.bloomberg.com/news/2012-01-04/NEXT-sees-tough-year-ahead-after-holiday-salesdisappoint.html>. [Accessed on 18- Dec-15].Singh, J., Kalafatis, S., Blankson, C. and Passera, M., (2012). Consumer evaluation of cobrands:the role of brand positioning strategies.Valentine, D. and L. Powers, T. (2013). Generation Y values and lifestyle segments. Journal ofConsumer Marketing, Vol. 30, No. 7, pp.597-606.Wood, M.B. (2013). The Marketing Plan Handbook. Pearson Prentice Hall."