上述战略地图显示,所有三个竞争对手的定位是完全不同的。Marks & Spencer被视为高定价品牌专注于分化。C&A之间在于图,因为它有差异化的产品,价格也是既不高也不低。未来的目标市场主要是年轻的一代,因此他们不能收取高价,因为年轻一代没有消费能力。然而即使有一个低的价格已经设法保持大量分化的努力下采购部门负责产品的不断创新和样式。杵分析是一个有用的工具,是基于过去的,但可以给一个想法对未来趋势。害虫分析包括政治、经济、社会和技术因素和杵是害虫的扩展版本,除了四个因素也有环境和法律因素。(威尔逊和吉利根,1998)
The above strategic mapping shows that the positioning of all the three competitors is quite different from each other. Marks & Spencer is considered as a high priced brand which has focused on differentiation. C&A lies between in the graph because it has products which are differentiated and the price is also neither high nor low. The target market of Next is mostly the younger generation therefore they cannot charge a high price because the younger generation does not have that much spending power. However even with a low price Next has managed to maintain a substantial differentiation through the efforts of the Next Sourcing department who are responsible for continuous innovation and styling of the products.The PESTLE analysis is a useful tool that is based on the past but it can give an idea about the future trends. PEST analysis consists of Political, Economic, Social and Technological factors and PESTLE is an extended version of PEST which in addition to the four factors also has Environment and Legal factors. (Wilson and Gilligan, 1998)
The following diagram would give an idea about the PESTLE analysis for Next:• United Kingdom has a very stable government. Apart from being stable it is extremely reliable also.
• United Kingdom is not a member of European Union which causes some problems for the businesses based in the country. However the Government has been able to maintain good relations with the European Union over the past years.
• Pound Sterling has a strong position against Euro.
• It makes it difficult for the UK based companies to carry out business in EU Nations because of high import prices due to the currency difference.
• The wages rates are high in UK and there is also a shortage of skilled labor in the country.