1. Introduction

In this assignment we have been set the task of carrying out a retail evaluation project of Next plc.

This has to be done from the point of view from a consultant or analyst.

The assignment has been split up into two tasks, firstly to analyse and evaluate Next plc, then secondly suggest any ways in which their marketing performance can be improved for future success.

My first step is to get an overview of Next plc as a company, how it started, the market sector it operates in and its past and present performance.

2. History of Next

To analyse Next we need to get a clear view of the business and start from the very beginning. So back in 1864 was the very beginning for the company we now know as Next. J.
4. Observational Store Survey

4.1 Store image and layout

With the amount of intense competition in the market today creating the ¡§right¡¨ layout and environment is no longer just a matter of creativeness, but needs to be planned out to meet and exceed the expectations of the chosen target market.

It is not an easy task for any store to create the ¡§right¡¨ environment, but this needs to be considered if they want to get ahead of competitors.

According to McGoldrick there are 4 layout patterns which can be followed depending on the store and the market they are in. To asses these four mean I will be able to observe Next and see what layout pattern they follow. The four patterns are:

1. Grid Pattern Layout ¡V this entails long straight parallel rows, going from one end of the store to the other. Meaning that the customer has no choice but to go up and down the isles browsing. A technique that is used commonly in supermarkets etc. One company that comes to mind that fits this description is Lydls store where there is no opportunity to cut between the isles.
2. Free-Flow layout ¡V The fixtures of the store are arranged in ¡§irregular patterns¡¨ therefore the customer is allowed ¡§freedom¡¨ to browse the store in whatever way they desire. Most fashion stores follow this layout. Prime example is Topshop.
3. Boutique layout ¡V this is where the store is arranged in individual specialist