International Marketing

International Marketing (2006

CONTENTS

Executive summary

Introduction

Objectives of the Study

Background of NEXT Plc

SWOT Analysis of NEXT Plc

The Industrial Environment In , Which Next Plc Operates

PEST Analysis of NEXT Plc

Marketing Mix of NEXT Plc

Ways in which firms like Next plc could develop their market

Conclusion

References

EXECUTIVE SUMMARY

The operation of business on a global scale requires that firms should cultivate their international business by respecting the national differences in the countries where they expand . The NEXT Retailing

business is an effective medium scale business operating in UK , with the intension of expanding its operations to international countries . It has started expanding its business operation to nearby European countries there is still the need to franchise to other continent to make the organization a multinational company in the clothing industry

The corporate culture exhibited by NEXT retailing organization is that which is accustomed to the UK environment , and this also can be accommodated in nearby European countries thus , it becomes difficult to extend this to other continent as Africa , Asia , and Arabian countries where the people way of life is different , and their dressing code and styles

The level of competition in the clothing industry in contemporary times is getting tense , with expansion in big firms and new entrants to the business

Thus for organization like NEXT Plc the need to observe people 's custom taste , national culture in carrying out its strategic marketing this is germane for their effective and successful operations as they expand the business

INTRODUCTION

As an organization continues to expand in its operational base , it is a noticeable fact that these expansion tend to affect the pattern of existing culture the organization had hitherto operated . This becomes more prominent when the organization is venturing into a different environment or country with foreign and very different culture from the exhibited national culture

Most Multinational Corporation in contemporary times , in for them to operate effectively in the different countries where they operate they tend to form a network and internationalize to support their membership in their network . According to McCall Stone (2004 companies prosper if the network does international marketing decision-making in multinational corporations operates as a network rather than through a headquarters -subsidiaries structure

Thus , when an organization began to expand by venturing into international operation it need to consider how it would tend to handle its corporate culture , so as to effectively complement rather than standing as an obstacle to successful operation at the international level . It is then a big challenge for harnessing the corporate culture with a different environment that is strange to the culture . This challenge becomes more intensified especially when the organization has matured and adapted fully to the corporate culture . In this view Oden (1997 :50 , has it that cultural change is very difficult to effect in organization , particularly in mature organizations . An existing strong culture can often resist a weak change effort . However , if innovation and intrapreneurship are to be successful , they must...