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Industry Level (Competitive Rivalry (Increased competition (Home delivery,…

- - - - Target Women 50+ - lost some of their appeal
      - Changing demographics
      - Appeal to more price sensitive/ family consumers
        
        Competitive
        
        Key Driver
        
        Simply M&S - competitively Proced
        
        Compete with discounters
- - - - Industry being more proactive
      - Stockpiling