A Study of Next’s Marketing Strategy in Hong Kong

Final Year Project for all HD in BA Year4 Students 21909F/4 of Kwai Chung Campus

Research Plan

A study of NEXT’s marketing strategy in Hong Kong

Prepared for Mrs. Au

Presented by

Wong Chi Yip (091372104)

Shum Wang Fai (101480849)

Chan Kin Fung (091368729)

Lau Wing Hung (091045295)

Cheung Tsz Hin (100099918)

Submitted date: 26-10-2012

Hong Kong Institute of Vocational Education (Kwai Chung)

Contents

Page No.

1 .Background of Next 3

2. Identification of problem 3

3. Research Objectives 4

4. Scope of search 4

5. Methodology 5-7

6. Qualitative questions and quantitative questions 8-12

7. Distributions of work 13

8. Time schedule 14-16

9. Competitors analysis 17-18

10. Reference and Bibliography 19

11. Appendix 20

12. Figure 1 5

13. Table 1 17

1. Background of “Next”

“Next” is a fashion company. It’s very famous in England. Their objective was “the entire product, all was affordable for public”. It was same with H&M and gap and Bossini, also these company was been Next’s competitor. There are two branches at Causeway Bay and Diamond Hill in Hong Kong and enter in 2007 thought licensing. Although Hong Kong branch’s operation wasn’t run smoothly so the first shop at Sha Tin was close down.

2. Identification of problem

Do you know why the marketing research shall be done? And what we can get from the research? In the research understanding and analyses what customer they like and their behaviors are known, in other hand we must clarified what’s the differences between customer’s need and demand.

In this study, we will though four P’s (price, place, promotion, product) to identify our target market, segmentation, market positioning and competitors analysis, From the results, the whole picture of “Next” business operation is known, an appropriate recommendation will be given to “Next” for launching competitive marketing strategy.

3. Research objectives

Over all we focus on the relationship between “Next’ company and its marketing strategy in Hong Kong. First of all we would like to follow the 4p’s strategies, and it aims to satisfy the customers and results in higher market share. Then in the company policy which target market do “Next” Focusing the middle or top? All of above will be though our research and his evidence show out, also offer the suitable solution for “Next” Improvement and problem solving.

4. Scope of research

The study time frame will be limited to one academic year and the results are only applied for Hong Kong branches of “Next” but not for “Next” in England.

5. Methodology

The project information will be obtained by secondary research and primary research. There are two types of target respondents in this research: customers and employees. We will use the random sampling to get the information. It is because we will invite the target customers and manager to do an interview or survey. For the customers, we will invite the shoppers who are shopping around in “Next”. Some customers have purchased the product in “Next” and someone is not. We can obtain the information that why they buy the product in “Next” or why they don’t buy the product form “Next”. In the other side, we will invite the manager form “Next” to attend the interview in order to obtain more business information from the company. We expect that the experienced employees are familiar with the company, for example: the sales of two branch stores, promotion of the company, and competitor of the company.

In this study the framework of the

Research methodology will be shown in figure 1.

5(i).Secondary information

For the secondary data the information will be obtained from newspaper such as Apple daily, Oriental Daily, Mingpao and the sun newspapers. We also search via internets such as “Next” website, Yahoo, Google. In additional, “Next” monthly sales reports 2010 to 2012 will be used as the supplementing information.

Advantages of Secondary research

It is accessible to get information. We can find the information easily. In addition, we are often the only resource, for example historical documents. There is much useful information