In such a context then, the retailers -- including Marks and Spencer -- have difficulties in retaining their customers and preventing competitive items from replacing their own products (Dalic, 2004). Competitive rivalry

Last, in the environment that has already been described, the competition among the retailers is intense. This competition is intensified by forces such as changing consumer demands, an increasing number of retailers in the market and a stagnant demand for products. In this setting, retailers strive to create points of difference in order to satisfy and retain their customers (Kneer, 2009).

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