1. Threats and priority matrix
2. Internal environmental scan (strengths and weaknesses)
3. Strategic group map
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There are several threats which are confronting Victoria Secret. First, the economic recession would have a negative impact on the sales of the company. This is because with a decline in the disposable incomes of consumers, they would be less willing to make big purchases of luxury items like swimwear, lingerie, etc.
Second, the bold marketing campaign of the company can also have an adverse impact on its brand value. As reported by Newsom & Newsom (2013) , the ‘Bright Young Things’ advertisement that had been run by the company to promote its PINK product line of underwear had met widespread criticism from parents since they viewed the advertisement as one which promoted their teenage daughters as objects. Media plays an important role in shaping the minds of the teen people and such ads made them aware about sexuality at a very early age. In fact, the company was also forced to remove some offensive products and advertisements from their site. Therefore, the marketing mix which is known to promote sexuality and boldness needs to be carefully and strategically drafted by the company. ...