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The organisation I have chosen for my strategic review is Next, the company has probably been the most successful British fashion retailer in recent years.
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| Submitted: Mon Dec 22 2003
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Simon Cutsforth N11204387 Marketing Environments Assignment 2 - Strategic Review Contents Page Title Page Numbers Strategic Review 3 About Next 3-4 Retail Market 4 Marketing Environment 5 Achieving Competitive Advantage 6 Market Positioning 7 Next's Marketing Mix 8-9 Executive Summary The organisation I have chosen for my strategic review is Next, the company has probably been the most successful British fashion retailer in recent years. It trades from a national network of stores and through its online home shopping the Next directory. It sells stylish own label clothing for both sexes for adults and children , as well as shoes, fashion accessories and a range of house ware. The retail environment that Next operates is not only ever changing but also fierce and very competitive and perhaps overcrowded with the top 5 companies only accounting for 33% of total sales. Next have 3 main methods of gaining competitive advantage over rivals, the first being that they are able to produce high quality products at low prices this is a key feature of their...
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