Marketing Fundamentals and Plan for Next Plc

MARKETING
FUNDAMENTALS

EXECUTIVE SUMMARY
This project report is the medium of understanding the concepts of marketing
fundamentals. The report will discuss how marketing and marketing strategies helps an
organization in meeting their objectives. The project will discuss about the current marketing
strategies which helps the selected business in promoting and advertising the products and
services which are offered by the organization. The study will also discuss competitor
analysis and SWOT analysis through which their internal and external factors can be
evaluated. The study will outline a marketing plan which will be strategized by the
organization and lastly done recommendations for betterment will be listed through which
future improvements can be made.
This report will discuss the concepts of marketing which will be helpful in
understands the use of marketing strategies which are followed by business through which
they can promote and advertise the products and services. The company will plan and
implement marketing strategies which will be helpful in meeting the marketing objectives.

Table of Contents
EXECUTIVE SUMMARY......................................................................................................2
INTRODUCTION....................................................................................................................4
MAIN BODY............................................................................................................................5
Situation analysis- Current Marketing strategies...................................................................5
SWOT analysis.......................................................................................................................5
Competitor analysis................................................................................................................7
Marketing plan.......................................................................................................................8
Recommendations................................................................................................................12
CONCLUSION.......................................................................................................................13
REFERENCES.......................................................................................................................14

INTRODUCTION
Marketing management is the organizational practice which focuses on the practical
implementation of marketing orientations, techniques and approaches through which business
marketing resources and activities can be arranged (Baines, P and et.al., 2021). Marketing
management is the organizational activity which focuses on application of marketing
approaches and techniques which is followed by an organization to manage their marketing
resources and activities. In other words, it can be considered as the process of controlling the
marketing activities, setting goals, organizing plan and forming marketing decisions as
required.
Next Plc is a British multinational company which is specialized in offering clothing,
footwear, home products. The company was formerly known as J Hepworth & Son which is
operating in retail industry. The brand was established by Joseph Hepworth in the year 1864.
Initially the brand was started in partnership with James Rhodes which was later dissolved.
Over the year, Next Plc have started various subsidiary business in order to expand their
products portfolio from a clothing brand is collaborating with different companies through
which they can ensure tehri competitive position within the industry.
The products which are offered by Next Plc range from clothing to footwear to home
decor products through which they can expand customer base by offering diversified product
variety. As the company offers various product range, the company will be selecting their
clothing range through this marketing plan (Basil, D. Z., 2019). Next Plc will be selecting
their clothing range where they will be making use of sustainable raw material through which
they can decrease their negative impact on the environment and society. Such initiatives will
be promoted through various mediums which will be helpful in bringing change to the
environment and overall society.
This project report is based on marketing fundamentals and plan which will be created
by the selected organization on order to meet their marketing objectives. The marketing plan
included in the report will outline current marketing strategies, SWOT analysis and
competitor analysis which will be organized in order to evaluate competitiveness of business
and its marketing strategies within the organization.