P/B/639. Dissertation. Entering Chinese clothing market: case study of NEXT

The dissertation aims to investigate the risks of entering the Chinese clothing market using NEXT as a case study. The review of literature covers the theories of international marketing including market entry modes and approaches to consumer behaviour. NEXT performance is analysed using marketing mix, SWOT, PEST and Porter’s five forces models. The case study involves quantitative (statistical) and qualitative research methods based on primary data (questionnaires) and secondary data (marketing journals, reports, etc.). Conclusions are made about the opportunities and strategies of NEXT in China.