An Analysis Into Strategy Change at Next Plc (2007)

Strategy Change At Next Dissertation – The aim of this dissertation is to discover what effects the strategy changes undertaken by Next Plc will have on themselves and their competition in the UK clothing retail market. Growth in knowledge and confidence of key theories such as strategy, positioning and branding is also required.

Consumer trends have also played a part in the forming of the current market. Disposable fashion has caused shock waves throughout the industry. Retailers such as Primark, Peacocks and the supermarket sub-brand George at Asda have prevailed, producing low quality garments at very low prices. Almost combining fast and disposable fashion, Primark are being featured in Vogue for producing inexpensive copies of catwalk trends before any other high street retailer.

Consumer attitudes to pricing have been changed by the value retailers, so much so that the middle market retailers, players such as Marks and Spencer (M&S) and Next have introduced price starter lines to compete. Prices are falling due to low cost retailers such as Primark, and the overseas sourcing market. M&S currently sources 100% of its clothing overseas – 35% of clothing from Europe and North Africa, 30% from South Asia and South Africa and 35% from the Far East.

The objectives of the dissertation are: (1) Understand the scope of the UK clothing retail market, including any trends that may affect retailers. (2) Grow knowledge of strategy, including theory, and links to other theories. (3) Establish Next’s positioning in the markets, making the definition of competitors easier. (4) Investigate strategic changes made by the main source of competition. (5) Illustrate strategic changes implemented by Next; including a stronger analysis of the value sub-brand Lime. (6) Evaluate changes & discuss if they will be enough to keep the customers interest in the Next brand.

  • 10,000 words – 48 pages in length
  • Excellent use of literature
  • Well written throughout
  • Good use of marketing models
  • Ideal for business and marketing students

1: Next And The UK Clothing Retail Market
Next’s History
The UK Clothing Market
The slowdown of UK retail
Industry trends affecting the market
Industry trends
Consumer trends
Trading looking ahead
New Retailing Trends
Chapter Conclusion

2: Positioning, Competitors And Strategy
Strategy: The Concept
Market penetration
Market development
Product development
Range extension
Market extension
Previous strategies
Move to out-of-town
Multi Channel Retailing
Next’s Positioning
Next: The Competition
Marks and Spencer
M&S: Issues
M&S: Recovery
Impacts on Next
Chapter Conclusion

3: Current Strategy Changes
Pricing strategy change
Store re-fit
Chapter Conclusion

4: The Value Brand
Lime – The sub-brand
Lime – The Retailer
Brand Strength
Chapter Conclusion

5: Conclusions And Final Thoughts
Lime – The sub-brand
Lime – The Retailer
Brand Strength
Chapter Conclusion




Strategy Change At Next Dissertation
Strategy Change At Next Dissertation

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