Introduction Chanel is one of the leading fashion shops in the United Kingdom. Started out as a simple fashion shop on a brick and moter basis, this shop has grown to become a giant shop that operates an online shop, besides its physical shops. The management of this firm has been keen on adopting new market trends, which has ensured that the firm remains relevant in this industry. The fashion industry is very competitive and very sensitive. The majority of those who visit these shops are from the upper class. This group is always very sensitive on issues of quality. They do not have any problem with the price, but they do not tolerate substandard or outdated products (Ulaga & Chacour 2001, p. 67). Chanel has come to realize this and has been keen on providing its customers with products of desirable quality. This company has been named as one of the leading shops for fashion products. The company stocks such items as bags, designer perfumes, designer wristwatches, jewelry, and shoes, among an array of fashion products. The firm has a market share that spans in the entire United Kingdom. The marketing team of this firm has ensured that the firm’s products find the right value proposition, an act that has seen Chanel products become popular (Andreson, Narus & Rossum 2010, p. 56). The brand Chanel is very strong within the markets of United Kingdom. Although the firm’s effort to assert its presence has bore good fruits, the brand is not very strong within the international market. The management has tried to capture the markets currently dominated by large online market firms such as the Amazon, with very little success. However, the gain made by this firm is an assurance that has made it possible to gain the market share beyond the United Kingdom. Competitor Analysis The fashion industry is one of the most developed industries in the United Kingdom and by extension, the entire world. Those who patronize these shops are individuals who are rich and willing to spend a lot of money on any single item needed from the shop. For this reason, many investors have gained interest in this industry, as it is considered one of the most lucrative industries within this country (Barnes, Blake, & Pinder 2009, p. 89). Competition is very stiff. With a market that has free entry and exit, there has been a huge influx of firms, some of which are international companies with, other branches in several countries. Most of these international firms are well developed, having been in this industry for several years. Competition has been taken a notch higher. Many of these firms have adopted different competitive strategies. With price not being a major competitive tool, many of the firms have considered such other services as home delivery of the products to their customers who purchase their products online. Others have considered to stock custom made products for specific customers. They would get a special order from such customers and then send those specifications to the manufacturers. As such, Chanel has to manage this competition, with focus being on maintaining or even expanding its current market share. This is very tricky because in this industry, maintaining th