International Marketing Assignment - Next plc

Added on - 03 Dec 2019

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Internationalmarketing
Table of ContentsINTRODUCTION..........................................................................................................................1Analysis of micro and macro factors impacting the retail market..............................................12)An evaluation of market potential...........................................................................................33) Two market which Next plc can choose in order to expand its business..............................44) Market entry strategy which Next plc should follow to enter in India and China..................55) marketing mix of both the countries.......................................................................................6Conclusion.......................................................................................................................................7References........................................................................................................................................7Online..........................................................................................................................................8
INTRODUCTIONInternational marketing is the export or full direct entry of the market organization intoanother country. International marketing involve the recognition of the different needs of thecustomers available all over the world. Next plc is a British multinational clothing, footwear andhome products retailer company headquartered in Enderby, Leicestershire. It operates about 700stores in different countries. The following report depict about the various micro and macroeconomic factors that can affect the retail market. In this report evaluation of market potentialhas also been made. Various market entry strategies are made in order to successful move theNext plc into international market. In this report various elements of marketing mix are used inorder to understand the culture and behavior of the consumer.Analysis of micro and macro factors impacting the retail market.In order to expand its business international for boosting high profitability online sale Nextplc can move on to Different countries. Therefore, before moving internationally PESTLEanalysis of four different countries has been conducted which is listed below:-PESTLE analysis of ChinaPESTLEaffectsPolitical factorsPolitical factors of the China are good for Next plc because government ofChina is focusing more on the development of e-commerce(Constantinides, 2002).Economic factorEconomic factor of China is fairly good because its rate of GDP has beenconstantly increasing. At the same time purchasing power of thecustomer's is also increasing.Social factorAbout 90% of the China population is literate who prefer to purchasegoods from e-commerce website developed by the nation.TechnologicalfactorChina is continuously making an effort to improve its technology but oneof the major problem faced by the country is that country is not ableproperly develop the B2C industry.Legal factorLegal factors of the China are relatively good. Country is just trying todevelop the legal framework for e-commerce (Leelapanyalert and Ghauri,2006).EnvironmentalEnvironment factors of the country are constantly changing. Taste,1
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