Pest Analysis of Airline Industry

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Pest Analysis of Airline Industry

By | Feb. 2013
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Business Strategy
Assignment One

Module Code: ST3S03_2012_V1
Module Tutors: Paul Davies
ID: 11018712
Hand In Date: January 30th 2012

Content
Introduction……………………………………………………………………………….4 1.0 - The competitive strategy analysis for NEXT……………………………………...4 1.1 - Srategic Position Analysis………………………………………………………..…4 1.2 - Competitive Advantage Analysis…………………………………………………..5 1.2.1 - Strategic Groups….…………………………………………………………….…6 1.2.2 - ‘Generic’ Analysis………………………………………………………..…….…7

2.0 - External influences and drivers affecting NEXT……………………………….….8 2.1 - PESTLE Analysis………………………………………..…………………………...8 2.2 Industry Analysis……………………………………..……………………………...10

3.0 - Value Adding Activities of NEXT………………..…………………………………12 3.1 - Resource Audit………..……………………………………………………………..12 3.1.1 - Unique resources of NEXT.......................................................................................12 3.1.2 - Core compentence.....................................................................................................13 3.2 - Value Chain Analysis...................................................................................................13 3.2.1 - Primary activities……………………………………………………………………14 3.2.2 - Support Activities…………….……………………………………………………..15

4.0 - Sustainability of NEXT’s Strategic Position…………………….…………………..16

Appendices…………………………………………………………………………….……17

Reference……………………………………………………………………………………19

Introduction
NEXT is a British retailer marketing clothing, footwear, accessories and home products with its headquarters in Enderby, Leicestershire, England (wikipedia.org, 2011). The NEXT brand itself was created in 1982 and has become a full-line lifestyle brand in its sector (NEXT,2011). The competitive strategy of NEXT which is powerful and reasonable made the company being considered as an aspirational in clothing retail industry. This report will be divided into four major sections...
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