The analysis suggests that threat from new entrants is high. If Next makes good profits it’s success will attract new players. Thus, the profits of Next will be reduced. Competitive enmity is quite high. If Next raises the rates, there is fast undercutting. There are a lot of retail brands in the market and the competetion is tough. This lowers the prices. The power of the consumer is strong here, which leads to the lowering of prices. The threat of substitution is there, but is not so high (Ansoff, 1965).