" Marketing Plan – Next 1Marketing PlanNEXT Plc Marketing Plan – Next 2Table of Contents1.0 Introduction ............................................................................................................................... 32.0 Situation Analysis ..................................................................................................................... 32.1 PEST Analysis ...................................................................................................................... 3? Political factors ............................................................................................................. 3? Economic factors .......................................................................................................... 4? Social factors ................................................................................................................ 4? Technological factors ................................................................................................... 42.2 SWOT Analysis .................................................................................................................... 53.0 Marketing Objectives ................................................................................................................ 64.0 Consumer and Markets ............................................................................................................. 74.1 Segmentation and Targeting ................................................................................................. 74.2 Positioning ............................................................................................................................ 75.0 Marketing Strategies ................................................................................................................. 96.0 Marketing mix ......................................................................................................................... 116.1 Price .................................................................................................................................... 126.2 Place .................................................................................................................................... 126.3 Promotion ............................................................................................................................ 127.0 Evaluation and Control ........................................................................................................... 128.0 Conclusion .............................................................................................................................. 13References ..................................................................................................................................... 14 Marketing Plan – Next 31.0 IntroductionIn 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 discussedin detail. The marketing mix and the targeting, segmenting and positioning strategy of NEXT inChina will be elaborated. Through this marketing plan, the aim will be to identify theimplementation of marketing strategies through which the NEXT will aim to expand its marketshare and consumer base. Also, the current situation of Chinese apparel industry and NEXTcurrent market situation in China will also be discussed in detail. The tactics and strategies thatthe can employ to achieve the given objective will also be discussed.2.0 Situation AnalysisNEXT plc is the UK based high street multi channel retailer which provides a wide range offashion commodities ranging from clothing to accessories and home products. The company’sproducts are designed by styled in house team providing superior quality with a contemporaryfashion edge that gives value for money (NEXT plc, 2014a). The company headquarter is inEnderby with around more than 540 retail stores in the UK. The company has a NEXT directorywhich is a home shopping website and catalogues that has around 4 million active consumersand has services in over more than 70 countries. By being on the web, the company has beenable to increase its share by more than 150 percent in last ten years. Also the company’scatalogue provides around 1,400 pages of their collection as compared to 350 pages at the time itwas first launched (NEXT Plc, 2014b). To evaluate the external and internal environment of thecompany presently in China, the pestle and SWOT analysis of the company is discussed asbelow:2.1 PEST Analysis? Political factorsThe governmental policies and regulation that impact an organization are the political factors. InChinese market the political factors included increase tax and regulation relating to transferring "