i. Political:
The basis for big term decisions is the consistent political environment. As a Member State of Union of Europe, UK fulfills this requirement. Within a definite political structure the government has to act to gain the situations of European Union and this guarantees Next Plc a bigger scope of economic actions. European Union’s another benefit is the open good transfer. This makes it simpler for Next to distribute their products in various countries of Europe. There is no trade barrier that provokes sales (Doyle, 1998).
ii. Economic:
For Next Plc investments in Europe are very interesting. Nowadays the British currency is highly strong. This is due to the British pound independence to the Euro and has many effects. First for Next the foreign investments are similarly cheap and secondly for outside firms it is expensive to set up in UK. However due to these reasons several countries are reluctant to engage in trade.
iii. Social:
Presently 59.2 million people are living in UK. Key Note (2000) represents that in the year 2036 more than 65 million people will be living there. This means several new customers for Next Plc but the population’s age is increasing. On the other side the socials framework has altered dramatically. In self-awareness of living and medical service the progress leads to increasing expectancy of life. Following sex education development and increasing numbers of career women, the rate of birth has reduced. These reasons are responsible for declining figures in the Next 20 to 40 year old target group.
iv. Technological:
The reception of new media and the age of internet reveal several essential opportunities for Next to encourage profit. Some companies in US already provides orders through online where the customer can exactly define their measurements and wishes and send it to the production place. Later 48 hours they receive their package.
（一）政治面貌：
大的长期决策的基础是一致的政治环境。英国作为欧洲联盟的会员国，满足这一要求。政府有一个明确的政治结构内采取行动获得欧盟和担保的情况下，下一个PLC更大范围的经济行动。欧盟的另一个好处是开好转移。这使得简单的下一步分发他们的产品在欧洲各国。有没有贸易屏障，引发销售（多伊尔，1998）。
二。经济性：
对于下一步的PLC在欧洲的投资是非常有趣的。如今，英国的货币是非常强的。这是由于欧元英镑的独立性，并有许多的影响。首先为下一步的外商投资也同样便宜，其次为外面的公司，它是昂贵的，设立在英国。然而，由于这些原因，一些国家不愿从事贸易。
III。社会：
目前，59.2万人居住在英国。重点说明（2000）表示，在2036年超过65亿人将生活在那里。这意味着下一页PLC的几个新客户，但人口的年龄正在增加。在另一边的社交框架已经有了显着改变。在自我意识的生活和医疗服务的进步导致增加生活的预期。性教育的发展，越来越多的职业女性，婴儿出生率降低。这些原因是负责在未来20至40岁的目标群体的数字下降。
四。技术：
新媒体和互联网时代的接待处，揭示了几个关键的机会，下一步，鼓励利润。在美国的一些公司已经提供了通过网上订单，客户可以完全定义他们的测量和愿望，并将其发送到生产场所。后来48小时，他们收到自己的包。
