" Marketing Plan – Next 4business on other areas (cities or regions). These are the political aspects that affects NEXT aswell in China (Fogel, 2010).? Economic factorsAs per Lu (2015), the Chinese apparel market will exceed United States market and will be oneof the largest apparel markets by the year 2019. As per the forecast, there will be an increase of25 percent in the Chinese apparel market in the annual sales from the year 2014 to 2019.Theapparel market of China is highly competitive with no apparel brand having a market share ofmore than 1 percent in China. Also, in China in spite of the overall market, the dollar spendingon the apparel per capital is much lower as compared to many developed economies around theglobe. In the year 2014, spending of individual consumer on apparel was approximate $240,even though spending on apparel accounted for a big share in the Chinese household income (i.e.around 10 percent). In spite of slower growth rate in the past few years, China’s apparel markethas a strong position and by the year 2017 will be able to take the United States to become theworld’s largest apparel market (PwC, 2015).? Social factorsPresently, there has been substantial increased in the fast fashion trends, where Asian consumersfor the trendy brands that are multiplying. With the increase in income and aspiration, young andaffordable brands have been trying to fill in consumer demand of remaining chic and trendy (Li,Li, and Kambele, 2012).? Technological factorsThe apparel industry is changing due to rapid technological changes in production process andmanufacturing methods. Also, reaching to consumer is becoming easy due to technologicaladvances such as the widespread use of social media (Shiau, and Luo, 2012). Marketing Plan – Next 52.2 SWOT AnalysisStrengths WeaknessesFollowing are the strengths of the company as Following are the weaknesses of the companymentioned by Next Plc (2014a): as mentioned by Next Plc (2014b):- Superior customer service in terms of -The company relies on third party forbeing active in social media. their delivery services, which causes- NEXT directory website which increase failure or error. the percentage of orders from home by - The company in not keeping up with30 percent to 45 percent. the competitors in terms of technology- NEXT day delivery service which gives and customer knowledge.the company strength compared toother retailers.- The company can enhance their cuttingedge technology by outsourcing it to bemore innovative, by consideringpartnerships with online start-ups likeNet-a-Porter.- The company can also improve theirdelivery services by looking for a morereliable and credible third partydelivery source.Opportunities ThreatsFollowing are the opportunities available for Following are the threats present in thethecompany as given by Rumsey and Saunter industry as mentioned by Coen (2014):(2014):- The high end retailer competitors which- The company can enhance their cutting are using cutting edge technology toedge technology by outsourcing it to be better reach to consumers.Marketing Plan – Next 6more innovative, by considering - Low consumer loyalty due topartnerships with online start-ups like competitors offering more or less likelyNet-a-Porter. offering in apparel (men and women- The company can also improve their and footwear.delivery services by looking for a morereliable and credible third partydelivery source.3.0 Marketing ObjectivesThe main objective of marketing plan is to helping the company in attaining their short termobjectives thus bringing the company closer to achieving their long term performance goals(Wood, 2013) Therefore, the objective of making a new strategy plan for NEXT plc for the shortterm is to address the changing needs of consumers and changing lifestyles, technology andsocial trends, which will increase the brand image and brand awareness of the company.Presently, NEXT plc have a diversification strategy as their growth strategy because ofcontinuous opening of new stores. The company also diversifies into new products like homeand gardens in their foreign market as well (Davey, 2014). The purpose of this marketing plan isto develop a short term (1 to 3 years) marketing plan for NEXT in Chinato enhance the brandaffiliation and market share and to become the consumer destination for apparel shopping. Thethree main objectives of this marketing plan are as follows: - To increase the market share and sales of NEXT within coming one to three yearsthrough the use of innovative marketing strategies. - To increase online and physical stores brand affiliation within the further six months. - To increase the amount of customers i.e. at least 10% in NEXT Directory forinternational online sales in approximately next one year."