The above table shows us various factors which are highly instrumental in increasing or decreasing the rivalry. Most of the companies operating in the market are of similar size. The industry is facing a decline due to many factors which makes the rivalry intense but there is a role of differentiation in the market which limits the rivalry. Resource/Competency is a tool of strategic management which is used to analyze the resources available to a company and the core competencies which come out from those resources. We can also identify whether or not these resources and competencies can be imitated by the competitors or not. Those resources and competencies which cannot be copied should be focused for a long time because it can give a company a long term sustainable advantage and a competitive edge over its competitors.• The investors of Next have been highly satisfied with the returns that they have earned over the past few years. They feel that there is a great opportunity to earn even more so they are willing to invest heavily.
• Next have well established supply chain channels which can be of great advantage to them because they are able to save a lot of costs from them.
• Next is perceived in the market as a quality brand which is available at reasonable price. This positioning of the brand cannot be easily copied.